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    The Changing Landscape of B2B Marketing

    3 minute read

    B2B marketing has come a long way since the days of print ads and salespeople, and with new online engagement platforms popping up daily—the current shift towards social media shows no signs of slowing down.

    Here are the facts behind the trends and the rationale for incorporating social media engagement into your B2B marketing strategy:

    1. Buyers Control Their Own Marketing Consumption

    More often than not, consumers are looking beyond traditional methods of engagement, and are pursuing personal interactions with brands via social media outlets. The trend is undeniable.

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    A few facts to consider:

    For B2B marketers, establishing a trust-based relationship from first interaction is extremely important. Customers don’t trust sales pitches. Today’s buyer is instead turning to peer-to-peer referrals, brand connoisseurs, and industry leaders when considering various product offerings.

    2. B2B Goes Social

    61% of online marketers now use social media outlets to generate leads—and for good reason. B2B’s are increasingly reporting lead generation stats from social media engagement that go beyond the wildest dreams of any outbound marketer:

    3. Online Word of Mouth and Brand Advocates Are Key to Sales Growth

    B2B transactions can run into the hundreds of thousands of dollars so buyers want to be sure they’re making the right choice. Rather than being sold on a product, customers instead turn to word-of-mouth referrals to validate their purchases:

    In the B2B marketing world, customer referrals and quality online content play a crucial role in acquiring new business.

    Engaging with customers via social media platforms not only produces immediate results like that of customer referrals and high-value leads, but also leverages your brand to take advantage of the newest frontier in B2B marketing: the social web.

    What changes have you noticed in the B2B world? Share your thoughts below.

    Posted in B2B

    Jeff Epstein

    Written by Jeff Epstein

    Jeff Epstein is the founder and CEO of Ambassador Software, the World’s #1 Relationship Marketing Platform which enables brands like Hewlett-Packard, HubSpot and Madison Reed to build & scale referral, affiliate, partner and influencer programs.

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