The Value of Innovation for B2B Marketing
By Renata Mello*
Driven by rapid technological evolution and the consequent change in consumer behavior, the marketing sector has been transforming itself at a rapid pace. Despite many advances, the difference between strategies aimed at the end consumer (B2C) and those aimed at corporate marketing (B2B) remains clear. In B2C marketing, measuring results is already a reality given the segment's great data collection capacity, while in B2B companies still face challenges in structuring market share information and performance metrics in a standardized way.
While in B2C the brand is a driving force behind the purchasing decision, in B2B the relationship prevails. However, with digital evolution, online positioning has never been so powerful. Even so, many companies in the B2B sector continue to invest mainly in events, leaving other multichannel strategies aside.
However, today, building a strong online and offline brand, combined with developing solid relationships, is what sets a business apart from the competition. Word of mouth is still relevant, but it now needs to be supported by a brand that is recognized in the market.
Innovation
In this scenario, innovating in B2B marketing requires an approach that goes beyond traditional methods. Organizations increasingly need to develop a multichannel strategy, in which digital, press, outbound and events are integrated into 360° communication. In this sense, the longer sales cycle and lower maturity of B2B marketing are constant challenges, and require professionals to seek new formats to engage their audiences, in addition to adopting complementary metrics to measure the success of strategies before the sale is completed, which can take months.
Another point of innovation in B2B marketing is the change in the format of events. Instead of just providing content, organizations need to create space for the exchange of experiences, allowing their customers to become protagonists, presenting cases and actively participating. Providing disruptive experiences, such as exclusive events and activities that directly involve the customer, can increase engagement and fine-tune the relationship.
Furthermore, the humanization of communication is an increasingly relevant trend. In B2B, contrary to popular belief, companies do not buy from companies, but people buy from people, since, at the end of the day, business is done by people. This means that the approach needs to be more personal, focusing on building long-term relationships and constant innovation.
Social media also plays an important role, but it needs to be used strategically. Unlike B2C, where platforms like Instagram and TikTok have a strong influence, in B2B LinkedIn is still the most effective network for conversions, allowing for precise targeting of C-Level executives and decision-makers. Instagram and Facebook can contribute to brand recognition and internal marketing actions, but their direct impact on sales is still limited.
B2B marketing is undergoing major transformations, and innovation needs to be a priority. Integrating online and offline strategies, building a solid brand, and humanizing relationships are essential to achieving success in the current scenario. With longer sales cycles and a demand for more personalized strategies, companies need to adapt to a new reality, where innovation is the engine that drives growth.
So, it’s time to embrace change, explore new possibilities, and lead the way with creativity and vision. The future of B2B marketing lies in the hands of those who dare to innovate and build genuine connections. Let’s work together to transform challenges into opportunities and reach new heights of success!
*Renata Mello is Marketing Director at SoftwareOne, a leading global provider of end-to-end solutions for software and cloud technology.
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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