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I had a conversation in the middle of the lockdown, with a president of a large B2B marketing firm, during which we discussed the future of B2B marketing and sales. The debate centered around if we will ever go back to large events again. My thought was that the longer the pandemic went on, the larger the demand for in-person events would grow.
I based my reasoning on a few of my general thoughts on human behaviors:
- The more you tell me I can’t do something, the more I want to do it.
- While travel is never easy, it is actually productive.
- People like to have well-designed formal opportunities to engage with each other, especially those of us who tend to be a bit awkward or introverted.
We also spoke about how buyer behaviors have been affected. Overall the data has pointed us to the idea of purchase by committee, which has created the need for a way to take everyone on the journey together. This requires easy access to different content that will help answer the questions of the committee.
The behavior of the people in these situations, I would argue, requires the following:
- Easy sharing of relevant content to help answer the questions
- Online conversations, or social media interactions with the leader of the buying committee to help define the needs and outline the potential questions from others (there is always the person on the call who will challenge the solution).
- Then a virtual meeting with the committee that is designed to answer the questions (even though content is accessible online, people don’t always want to read, they want to listen and challenge the premise with someone online).
As B2B marketers and sellers, we need to learn how to juggle the many different approaches to the buying process our customers and prospects take. Carl Jung described it best:
“…people either derive energy from relating to others or from internal thoughts. They also tend to gather information in different ways, either by focusing on data, or by intuitively seeing the big picture. They express themselves in different ways, either with a focus on rational thinking, or on feelings and values. And they also have tendencies to make decisions rapidly with planning and organization, or to be more spontaneous and pressure-prompted. Using the Myers Briggs Type Indicator and other assessments, these dichotomies can be measured to indicate type preferences –Working Resources
Here are some things to always think about:
- Education comes first. The buyers who tend to be rational thinkers by focusing on data will seek out content to answer their needs, while the big picture people will look at the total sum of the content and make a decision based on intuition and values.
- Get involved. Go to the industry events and get involved with the audience, meet as many people as you can, and have meaningful conversations. The face-to-face opportunities will support the need of those buyers who need to have a trusted, personal connection with the seller.
- Flexible awareness. The final step to many of the purchases will be that moment when you will have a call with all the different buyers on the committee. As marketers and sellers we need to be flexible, and be able to identify the needs of each person in the meeting.
The truth is, the effects of Covid, like a pendulum swinging, will continue to impact our B2B marketing and sales for quite some time. But I believe we will settle into a more integrated style of marketing and selling with a mix of in-person events and online meetings, and of course, a lot of content to support every step of the way.
Sharing content on social media can seem daunting. You might ask yourself — Will I get enough engagement? Who is reading my posts? Do I have enough followers?
Our team often tries to provide tips and tricks for social media. You can find these in previous articles like; Networking 101 and Taking a Deeper Dive into Networking. We like to get you thinking outside of the box. What more can you do to open communication and measure success with the platform?
Sometimes, before taking the deep dive, taking a step back can help you start fresh. Going back to the beginning can often be eye-opening for those who have been stuck in one process for so long. How can I recreate the wheel? Do I need to re-evaluate my processes?
We know how much our users love our Automated Posting feature. And we know you love it just as much as we do! Sometimes, we need to take a breath, and look at what is posting, and where it’s posting to. Taking a step back every so often to re-evaluate how your posting is going can give you insight into:
What type of content is being engaged with? How often is your audience interacting with your posts? Are your channels still posting to the proper Network Connections? Is one social media platform outshining the others?
With Automated Posting turned on, it’s important to still keep an eye on your engagement! Don’t forget to check back in on the platform a few times a week to see how things are going!
Going back to the basics can help guide you to answer these questions. Monitoring what you post more closely can help you recognize who is engaging with your content and why they are engaging.
Take a look at our quick 2-minute video: Getting Started Tips: Manually Sharing Assets to Social Media. If you’re struggling with where to start, or if you feel stuck on a plateau of engagement stats, take it back to the beginning. In addition to the video, read our article: Manually Sharing Assets to Social Media. Re-evaluation of processes is important. Don’t forget where you started. It will help where you end up.
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There is a secret map found deep in the data provided by the ContentMX content marketplaces. Only PartnerOn provides unparalleled access to these secrets. The starting point? Understanding the path the content takes.
In order to grow your business and understand who both your partners and end-users are, you probably find yourself firing at a moving target. But what if there was a way for vendors and partners alike to gain a deeper understanding of both partners and consumers? What would you want want to learn? ContentMX content marketplaces offer a unique view into the behaviors of the technology marketplace. Take a look at just some of the pieces of the puzzle that we have access to…
Every month PartnerOn creates:
- Over 25,000 consumer clicks
- Over 1,600 social MQL’s
- Over 6.5 million impressions
Through consumption patterns we can see that businesses are looking to learn more about:
- Moving to the cloud
- Hybrid Work
- Hybrid cloud
- Cloud Security
- Data and CRM
Based on our partner profiling we know that the clients they serve are In multiple industries:
- Financial Services
The engagement numbers grow every month, as more companies in the channel discover the value of one destination for all the marketing content to grow their business. Additionally, companies are saving dollars on paid marketing services by using a free service from PartnerOn, all while maintaining the same level of privacy for their data.
Content consumption from our marketplaces provides members of the channel, suppliers, and vendors a single source of information about the interest of the consumers, the needs of the partners, and the response to different types of content. PartnerOn blindly aggregates the data around consumption of content at all levels. Providing the answers needed to continue to support a market.
We can then see what types of engagement lead to new sales. Was it…
- Registering for an assessment?
- Engaging with a white paper, or a case study?
- Attending a webinar?
By looking at content consumption users can draw lines that connect content to closing a deal. And while the buying process may not be linear, partners can see what components help the buying process move along.
Our insights grow every month while keeping all the information private. Join one or all of our content marketplaces, and learn more by clicking here.