Top B2B marketing and branding tips

75%* of B2B buyers want a rep-free sales experience 

Did you know that today's B2B buyers spend most of their time independently researching options long before engaging in sales conversations? 

With insights suggesting that buyers engage with sales teams (plural!) for only 17%* of their decision-making process, the importance of a consistent, clear and compelling brand story and content has never been more crucial. 

Digital content is still king

73%* of B2B buyers say they consume between three and seven pieces of content (and some consume way more!), mostly using digital channels, before reaching out to a salesperson. Prospective clients favour pieces that help them solve or understand business problems rather than overly 'selling' them something. 

Combining digital marketing tools and human business development improves outcomes

B2B buyers are more than 1.8* times more likely to complete a deal when supported by a human business development manager and digital tools. The data reinforces the need to understand your prospective client's information preferences right along the buyer journey (awareness through to loyalty).  

Obey the 60-40 rule**

The best way to divide your marketing budget is to allocate approximately 60% to branding (establishing awareness and building trust - which has a longer-term focus) and 40% to direct response (lead generation/performance marketing - which has a shorter-term focus). Balancing this split will achieve the best results over time. 

Most B2B buyers aren't 'in-market' at the same time

Only 5-10%^ of buyers are in the market to purchase B2B solutions at any one time. Professor John Dawes says marketers can't make buyers move in-market (B2B buyers do that themselves!). We can, however, make sure we find ways to identify those who are in (or about to come into the market) and increase the likelihood of future sales by creating memorable brands that people want to buy. Looking at marketing through 'in-market' and 'out-of-market' filters reinforces the importance of leveraging both short-term and longer-term marketing and branding strategies. 

Next steps

Let us help you make your business the first choice for buyers, ensuring you're seen, understood, and trusted long before (and after) the 'official' sales conversation starts. 

*Garter.com
**Institute of Practitioners in Advertising 
^ Ehrenberg-Bass Institute