Because most marketers have to spend their time juggling between judging human beings through human psychology and upcoming trends, they are more likely to find themselves believing myths that are packaged as facts as there is little or no time to research on them.
They, therefore, end up with marketing plans that are based on how they think they should market to their customers instead of how their customers buy.
Doing a proper research on B2B myths and definitive marketing guide can help you avoid using b2b marketing myths for your b2b e-commerce business.
Common B2B Marketing Myths to Avoid
Marketers need to wake up and realize that their audience is changing and so is b2b marketing. Here are b2b marketing myths debunked regarding b2b e-commerce.
- Millennial Marketing Applies for B2C
A recent Google report showed that millennials represent close to half of B2B researchers and buyers. They have grown up in the internet world and are therefore digital athletes.
Although they may not have the final decision, they are involved in the decision process and therefore need to be incorporated into your b2b e-commerce marketing plan.
- B2B Researchers Don’t Use Mobile
If your b2b e-commerce marketing plan doesn’t include mobile, you are missing out.
A report released by Google shows that 42 percent of B2B customers use mobile devices for their entire purchase process.
From product research, price and feature set comparisons, contacting retailers to completing the transaction.
Other B2B Marketing Myths for B2B E-Commerce
- B2B Marketing Should Only Target C-Suite Executives
If your b2b e-commerce marketing strategy overlooks influencers in the process, you need to go back to the drawing board.
While 64 percent of sign-offs require executives in the C-Suite, 24 percent of non-executives have sign-off authority as well.
Moreover, 81 percent of non-executives have an influence on the buying decisions made. While 70 percent of B2B transactions involve two or more people, 30 percent of those involve up to five people.
As such, decision influencers cannot be overlooked.
- SEO Should Focus on Branded Searches
71 percent of B2B customers use a non-branded generic search when doing their research. On average, a B2B researcher does up to 12 searches before ending up on the brand’s website.
Their search is narrowed down at every stage of the search process. For b2b e-commerce marketing, start by understanding how your customer’s research and buy.
Why Personalization is Key
For any b2b e-commerce marketing, it’s important that you personalize products for your customers, especially if they frequent your site to make regular purchases.
A whiskey and beer distributor wouldn’t be pleased seeing a wine selection that s/he never buys.
Mapping out your customer’s journey is therefore important as b2b e-commerce businesses that create a personalized experience for their customers will succeed.
This can be achieved by dynamic and customized pricing based on the purchase history, frequency and volume.
While b2b e-commerce systems may seem complex, they may be just what you need to change the foundation of your business.
Invest wisely today in the infrastructure that will help transform your business by adopting the key trends that are reshaping the b2b e-commerce sector and watch your business thrive.