Traditional marketing, as the name suggests, is any outreach tactic that encompasses popular marketing forms totally unrelated to digital marketing practices. From newspapers to billboards, many B2B and B2C companies accommodate at least one or two forms of traditional marketing to enhance their reach to the target audience. Talking of the B2B marketing models, the marketers and executives are showered with myriad challenges as they claim the traditional marketing style is dull and uninteresting to the new age audience with a fresh perspective toward purchasing any product or service.
Embracing the digital world threw some challenges at the B2B leaders, not that they didn’t overcome them. Still, somehow it became impossible to deal with the extensive range of capabilities in automated processes that ultimately led to the issues of integration, strategy alignment, and overall marketing scope. Yes, with the help of automation, the gap between marketing and sales was reduced, but it gave birth to a new and unique set of issues which we will discuss later in the upcoming section. Check out!
Barriers & Things You Can Do To Overcome Them
Online Visibility
More people choose to shop from home than ever! The number of online shoppers has grown significantly in the last few years. A report suggests there were 256 million digital buyers at the end of 2021, and the figure is projected to see a spike of 291.2 million online shoppers by 2025. From browsing an exotic recipe online to comparing products and services online, people rely on the Internet to gain information on anything. This shifts B2B in a critical position as they need to maintain their online presence and stand out from their competitors, which is impossible if they rely only on traditional marketing means.
What you can do: Try creating a high-quality landing page for your website to start with, and do not forget to make it as mobile-friendly as possible. Get your team to make an SEO strategy to regularly optimize the website and improve its ranking on search engines.
Skimping With The MarTech Budgets
Some marketers are apprehensive about utilizing the power of marketing technologies because they have grown so sheltered within a traditional marketing approach. Whatever the brilliance of your B2B team or the brilliance of their notions, a vacuous tech stack breeds subpar performance. As a result, until you close the gap, your marketing efforts will be ineffective and only superficial. This can be achieved only if you have advanced marketing technologies.
What you can do: Stop cutting corners on MarTech budgets if you want to establish your B2B acquisition. Learn how to achieve proficiency in MarTech usage and then see the magic it could bring to your brand and service.
Your Competitive Self
You don’t just have to stand against your competitors, but several third-party distributors are willing to archive your position and rule the B2B online space. While you strategize as per the traditional marketing models, they snap out your targeted audience by selling their product and making a lead in the search results.
What you can do: To remain competitive, B2B marketers should create enduring online marketplace strategies to meet customers where they are shopping. You can generate management positions that manage the day-to-day operations of your online business, such as an e-commerce marketplace manager or a third-party content manager. The key to dominating the B2B digital industry is having these market-specific merchants alongside conventional account management frameworks.
Final Words
As the team at Resourcifi, the marketing services division of RNF Technologies, has noted, marketing teams must embrace innovation, technology, and original content if they want to establish an online presence and rank highly in search engines. They must also cater to the emotions and satisfaction of B2B buyers to gain the much-anticipated ROI.
It is no secret that the B2B scene is undergoing a transition, and no matter how diligently you work, there will always be a snag that will force you to start over. Yes, it would be challenging for you as a marketer to totally or even partially switch from traditional marketing strategies to digital ones. Still, once you do it, you’ll notice the audience responding positively in the form of the escalated ROI and reach of the brand. So be ready for revolutionary change.
Faisal Abidi
