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  • Corona is changing users’ search behavior

    Corona has not only turned the world upside down. A but has also changed users’ search behavior. Mobile work in the home office in the B2B industry in particular means that users are communicating even more via the Internet. This automatically leads to an increase in the number of search queries. A and not just in the area of ​​end consumers. Other reasons for the increased use of search engines include the cancellation of trade fairs and events at which companies are looking for new suppliers and new partnerships are often formed.

    This search is now shifting to online channels

    It is therefore all the more important to have a website that is optimized for search engines in order to guarantee a strong presence on the Internet. The hong kong number data fact that search behavior has changed and adapted to the crisis is evident. A for example. A in the sharp increase in searches for the keyword “plexiglass manufacturer”. With the switch to home office. A the need for digital means of communication increased. Accordingly. A this led to a rapid increase in search terms such as “Skype Business”.

    Customized banners as a smart solution

    It is difficult to see crises like COVID19 as an opportunity. The most important KPIs are collapsing and the prospect of normality is a long way off. Reducing the budget and sitting out the crisis is not a sensible solution in the long term. But what should B2B companies focus on? Very simple: show character and convey to the customer that you are reachable and available. A even in difficult times and perhaps in a different way. This works particularly well in the SEA area with adapted banner campaigns.

    We found a pretty smart solution with our social media and telephony for continuous collaboration customer MEVACO. The goal was not only to increase visibility through more impressions in the search network. A but also to accompany the customer’s home office with a positive banner campaign in the search behavior display network. The graph (February – May) clearly shows that conversions (yellow) and clicks (blue) develop in proportion to the increased number of impressions (red) and that it is possible to achieve an increase in performance even in crises.

    The banner campaigns also give customers the feeling of being heard and even of enjoying benefits by ordering online. There is hardly a greater branding and customer loyalty effect in times of crisis.

    Conclusion:

    Corona has also left deep marks in B2B online marketing. However. A it is still worth taking various measures. Our customers show that this can be done successfully. B2B online marketing measures from the areas of social media. A email marketing. A SEO or SEA communicate security and reliability even during the crisis. For example. A friendly and authentic social media campaigns give courage and ensure that everyday (professional) life line data search behavior continues even in special situations – if you make some adjustments. A realization that we will all take with us from this crisis.

    All texts are the property of the operator of this website and may not be reproduced. A modified. A transmitted. A reused. A republished. A exploited or used in any other way for public or commercial purposes without prior written consent. Quotations and abstracts may be used provided the source is cited.

     

  • Corona and B2B online marketing: How well it works in practice

    • Users’ search behavior adapts to the crisis situation
    • Customized banner campaigns generate more conversions
    • Social media is suitable for authentic and personable communication
    • Adapt B2B mailings to current needs

    The Corona crisis has been with us for months and is currently reaching a new peak. B2B online marketing is also feeling the effects. Nevertheless, you can still use marketing measures successfully during a crisis. In our blog article “Corona and B2B online marketing: How it works despite the crisis” we explained which measures are particularly suitable for this. In this article we show how our recommendations work in practice. And this is best demonstrated by the example of our customers.

    React quickly with B2B email marketing

    Crises such as the Corona crisis often lead to ghana number data a shift in priorities and needs. All the better if you already have a product in your range that is suddenly in high demand. Friedrich Eberlein GmbH, which sells painting supplies to entrepreneurs through its Corona and B2B online online shop eberSHOP , quickly recognized the high demand for disposable mouth and nose masks for its customers’ professional environments. With the help of a targeted email campaign, customers and contacts were made aware of the availability of the masks in the online shop. This measure not only has a positive impact on sales of the product, but also signals presence and reliability in times of crisis.

    Social Media Marketing for Positive Vibes

    At the moment we have to overcome a number of challenges – both privately and professionally. Starting with the switch to home office, through the obligation to wear masks to the restructuring of production processes to comply with hygiene becloud solutions offers many services such as toll-free numbers regulations. Through social media, the shared experience of these changes becomes a collective experience and creates closeness. Our customer MEVACO, a supplier of expanded metal, perforated sheets and welded mesh, shows this on Instagram . This works with open and Corona and B2B online honest communication. Snapshots from the employees’ changed everyday working life provide insights into how they are dealing with the crisis and convey a feeling of security. Always with the hopeful message: “Yes, everything is not so easy right now, but we are making the best of it together!”

    Greater loyalty to customers and employees

    The fact that social media marketing pays off particularly in times of crisis is also shown by the example of our customer FAULHABER. We have been supporting and advising the successful manufacturer of micromotors on social media marketing for over a year.

    When the Corona pandemic broke out, we also increasingly addressed the virus and its effects on FAULHABER on social media. The line data social Corona and B2B online platforms are still being used to show in a friendly way how the company is dealing with the contact restrictions and other consequences of the pandemic.

    This resulted in measurable success, which was particularly evident on FAULHABER’s Facebook profile . Compared to the previous month, Facebook posts were clicked on almost four times as often and their reach doubled. In addition, the number of interactions with the posts increased by almost 300%. It was shown that posts related to the coronavirus were usually more successful than posts on other topics.

  • Why B2B online marketing can also do storytelling

    The term also do storytelling is reminiscent of cinemas and cozy evenings watching TV on the couch. It may seem a bit strange that something like this fits into the B2B industry. But the opposite is the case. B2B companies can benefit enormously from the method. In this article, we explain what storytelling can do and why B2B companies in particular should rely on it.

    • In the B2B industry, also do storytelling is still treated rather poorly
    • Storytelling evokes emotions – even in the B2B industry
    • This makes advertising messages even more catchy
    • The method can also be used on a small scale

    Marketing can do more than just sell

    It is Christmas time. An old, single man ecuador number data wants to invite his family to his house for Christmas. He has not seen them for too long. But one after the other, his loved ones all cancel. Shortly afterwards, his children receive sad news: their father has died. Shocked and sad, the relatives set out to meet up. They visit their father’s apartment one last time.

    And lo and behold: the table is set, candles are burning. The father of the family, who was thought to be dead, suddenly stands before them. “How else could I have brought you all together?” he says. Tears flow. Hugs of relief follow. The whole family spends a happy Christmas together after all. “Time to come home” appears as a sign. And then: the Edeka logo. What, that was a supermarket ad? Exactly. The emotional short film that moved social media marketing as a sales argument all of Germany to tears in 2015 was ultimately one thing: an ad for a specialty grocery store. And a prime example of successful also do storytelling.

    Edeka is not the only company that uses emotional commercials to strengthen its brand. Storytelling has long since arrived in the B2C market. But the B2B sector is also increasingly catching up. But what exactly also do storytelling mean? And how can B2B companies benefit from it?

    Storytelling for B2B companies : how it works

    One thing to note: B2B companies do not necessarily have to shoot elaborate commercials to use storytelling for their own benefit. If you understand the principle behind the method, you can also use it on a smaller scale. Storytelling is fundamentally about telling stories. Because stories grab people. They arouse our interest and evoke emotions. This can be used in B2B marketing: storytelling can be used to emotionalize B2B brands. This makes advertising messages more exciting and more likely to be remembered by target groups. In an industry that is characterized by complex products and services, it must not be forgotten that in the end, people are communicating with people. And they always make decisions on an emotional basis. Objectivity does not have to fall by the wayside. Even complex products can be communicated with emotional messages.

    Highlight the company mission

    What do you need to consider if you want to use also do storytelling for your brand? Where do I start? It is particularly important to ask yourself what you want to achieve. What is your company’s mission? A clear mission will help you find the right direction for your stories so that your storytelling is really effective.

    In the B2B sector, we often have to deal with products that require explanation. At first glance, they often seem unsuitable for emotional content. But as already described, emotional messages can score points, especially in the B2B sector, where also do storytelling is not yet widely used. For example, the laboratory products and bioprocess solutions provider Sartorius developed the emotional “Passion for Science” campaign. In this way, Sartorius skilfully combined its corporate philosophy with an emotional component. The company shared the #passionforscience with its customers.

    Clearly defining your company mission doesn’t line data have to be complicated. It often helps to break down your B2B company’s products or services to a basic level.

    Are you a construction company that produces materials for scaffolding? Then you want to offer your customers more safety. Or do you offer a project management tool? Then your company has developed the tool to make your customers’ work more enjoyable. You are bringing people together in a new way. Once your company mission is clear, the next step is to implement it. How can you use it to tell stories that best reach your target audience?

  • Developing a Story for B2B’s

    An important part of a story is usually the protagonist. Of course, a story doesn’t have to have just one main character. It can also revolve around several people. A Story for B2B’s has a particularly strong effect on us when we identify with the protagonist(s). Storytelling is particularly effective in marketing when protagonists represent target groups or when stories deal with topics that particularly affect them.

    social media channels (posts, stories, ads)

    In order to tell a Story for B2B’s that is meant to appeal to your target groups, it must be represented in your story. The easiest way to do this is finland number data to embody it through a person or group of people. The protagonist or protagonists in films always go through a storyline. Depending on the channel and format, a marketing measure does not have to tell a classic filmic storyline. Often, individual meaningful scenes that appeal to your target group are enough. Be it a craftsman who proudly looks at his latest work or a key account manager who successfully presents to a customer.

    Finding the right Story for B2B’s telling format

    When you’re thinking about a suitable format, look at the channels and formats you already have experience with. Because here, too, you don’t have to reinvent the wheel. Storytelling doesn’t just work in YouTube videos, but in many different forms and on different channels. For example, here:

    • company website
    • landing page
    • blog
    • newsletter
    • image film
    • product videos

    Depending on your goal, you can tailor the purchasing process in b2b companies stories and integrate them into your marketing efforts in different ways. Just try out different approaches.

    Conclusion

     

    Storytelling has many facets and therefore fits well into B2B online marketing. It’s worth starting small here. Think about what values ​​define your company and what added value you offer your customers. Not just from a pragmatic point of view, but also from an emotional point of view. A change of perspective leads to new possibilities and conveys not only emotions, but also the classic product features. Try it out: Story for B2B’s telling involves your customers more and reaches them in a much more targeted way. No matter in line data which form you want to use it.

    Sources used:

    • creative360 trend paper “B2B online marketing”

    All texts are the property of the operator of this website and may not be reproduced, modified, transmitted, reused, republished, exploited or used in any other way for public or commercial purposes without prior written consent. Quotations and abstracts may be used provided the source is cited.

  • Phase 5: Extending the software

    However, the marketing of software does not end with the product launch. Every new function, every update is a communication opportunity that can and the software must be used. The message to the user should always be: We are constantly working on improving our product and your opinion is important to us!

    supervised user test

    Classic haptic products only come onto the market when they are error-free and finished. In contrast, software is a product that thrives on constant adaptation and optimization. A software or app that does not receive updates and whose range cyprus number data of functions is never expanded conveys a feeling of insecurity. This gives the user the impression that the software is outdated.

    But how do you identify optimization potential or new functional requirements? The following approaches are recommended:

     

    surveys among users

    • ask the sales department

    The most important thing, however, is your own mindset: the software should never be viewed as a finished product. Rather, it is a constantly lead generation as an important basis growing and changing process and must be constantly questioned.

    Conclusion

     

    More and more B2B companies are increasingly focusing their business model on the digital sector. This approach has great potential and is necessary in order not to be left behind by young tech companies and start-ups. This makes it all the more important to develop a comprehensive understanding of digital products. Especially when marketing software in B2B, it is crucial to know the differences to classic products and line data services in marketing and to use them to your advantage.

     

    Sources used:

    • The 5 Ps are based on the classic marketing mix of the 4

    All texts are the property of the operator of this website and may not be reproduced, modified, transmitted, reused, republished, exploited or used in any other way for public or commercial purposes without prior written consent. Quotations and abstracts may be used provided the source is cited.

  • Phase 4: Learning and using software

    Even if the user has decided to purchase the software, the work is far from done. Now it is important to provide them with ongoing support and improve using software their user experience. This automatically increases their loyalty to the product. Various tools and content can also help with this:

    Expand your knowledge – with instructions and tutorials:

    Even if users have been working with a software for some time, they never stop learning. New functions in the software and extensions that china number data are gradually launched also have to be learned. By constantly keeping the user up to date and informing them about such innovations, you maintain contact with them.

    Expand usage scenarios with Progressive Web Apps:

    Progressive web apps are functional extensions of using software the mobile website. They are designed to meet the needs of users on the go and are available on the smartphone without installing a separate app. Functional extensions from the area of ​​augmented reality offer a variety of possibilities, particularly in trades and from prospect to buyer with lead nurturing and scoring production: for example, dimensioning in space or virtual assembly instructions directly in production.

    Help for self-help:

    Communities and forums are a great way to provide users with a platform for exchanging ideas with one another. Many problems with usage can be resolved this way. This takes the pressure off support. However, such communities should not be left completely unsupervised. Ideally, the threads are screened regularly. This allows you to intervene quickly before discontent arises if no solution can be found. In the best case, forums also offer a source of inspiration for new functions and provide insight into the reality of use of the target group.

    Learning begins much earlier:

    When it comes to learning software, focusing only on the current target group can be fatal. It is often worthwhile to include the users of tomorrow in your marketing measures. Students or trainees often use the software they learn during their using software studies or training in their later professional lives. So why not make the software and the appropriate teaching materials available to educational institutions free of charge?

    Answer simple questions quickly with FAQ bots:

    In many companies, standard questions take line data up up to 80% of the support capacity. A section on the website with frequently asked questions (FAQs) about software usage provides an overview of these standard questions and provides the appropriate answers. However, only a few users make the effort to look for answers here. An FAQ bot can help. It filters out keywords from the user’s question and provides the appropriate answer from the FAQs. This method saves time and relieves the burden on sales or support.

  • How to successfully market software in B2B

    successfully market Software marketing in B2B works differently than with traditional products and servic

    Central pillar of marketing: enabling the user to use the software

    Knowlge transfer plays a fundamental role

    The introduction of a software do not end with the launch

    continuous procs of tting and optimization

    Software marketing in the B2B sector is undoubtly one of the more complex marketing strategi. B2B compani in particular. A whose core competence originally lay in the marketing of haptic products or classic servic. A should sensitize themselv cameroon number data to the special featur of this product category before introducing digital products. We show the five phas of succsful software marketing in B2B.

    The five phas of software marketing in successfully market B2B are strongly user-center. However. A they are also bas on the information n and expectations of the target group regarding the product and the associat service.

    Phase 1: Marketing the software

    In the first phase. A the foundation of the new design process for more flexible b2b websites product is laid. Here. A fundamental qutions about the software. A its scope and the framework conditions are defin. You can use the 5 Ps as a guide:

    • Product: What is the name of the software. A what can it do?
    • Procs : How do the procs work. A how do the software fit into customer procs?
    • Place: Where is the product available?
    • Price : How much do the software successfully market cost? Which pricing model should be us?
    • Promotion : Which target groups are addrs. A where are they addrs. A what is the promise?

    Phase 2: Getting to know the software

    In the second step of software marketing in B2B. A you define where and with which content you want to draw the target group’s attention to the software for the first time. To do this. A you ne precise information about the target group’s online usage behavior. Then channels and content are defin. Possible channels can include:

    • product landing page
    • Google Ads
    • Google Organic Search
    • e-mails and newsletters
    • online specialist mia
    • Social mia and social ads (Xing. A LinkIn. A Facebook. A Instagram. A YouTube. A Twitter. A…)
    • influencers

    Contents that can convey the msage via the channels include:

    • product videos
    • referenc
    • Screenshots from the software interface
    • webinars
    • blog articl. A white papers. A technical articl

    Ideally. A the content and channels are chosen successfully market so that they help to increase awarens of the software. A communicate its benefits and generate leads or users. A user-center product prentation bas on industri. A areas of application and solutions as well as differentiat pricing options with gradations in the product scope help with this. This way. A you can addrs the individual n of each target person.

    Phase 3: Understanding the software

    If you look at the customer journey of the target group. A the first step has now been taken and attention has been drawn to the basic functions of the software. This attention should now be us to explain to the prospective customer the advantag for their everyday work and to convince them to decide to purchase the software. The user usually asks themselv two qutions to which you should provide an answer:

    “Why do I ne the software?”

    Use cas can be particularly helpful here. They prent different user scenarios and thus provide an idea of ​​the applications in which the user can identify. This can work with the help of case studi. A ttimonials or on social mia line data with influencers.

    “How do the software work?”

    In order to overcome initial fears of using the new software and to create trust in its ease of use. A it is particularly helpful to provide insights into the software. Give your users insights. A e.g. with online cours or webinars. Demo and tt accs can also be extremely important for prospective customers. This ruc the risk of what is often a very high invtment by tting the software before deciding to buy it.

     

  • B2B Benchmarks for Social Media Marketing

    The bounce rate

    The bounce rate is also an important metric for B2B social media marketing. It indicates the percentage of users who leave the page they landed on without taking any action after clicking on your post. It provides information on how well bosnia and herzegovina number data or poorly your social media campaigns are received by your target group.

    The social media conversion rate

    The social media conversion rate provides clear information about what is crucial for every post and every campaign: How does my content and what I offer actually resonate with my target group? It shows the proportion of conversions that were achieved via social media.

    The click price (CPC)

    A fixed and important factor for B2B social media marketing is the click price. Ads are also displayed on social media channels. The CPC also indicates how much money you pay per click on your social media ad.

    Conclusion

     

    Regularly analyzing the key figures of your B2B online marketing measures pays off. The common B2B benchmarks of the individual marketing areas are suitable for better comparability. In the B2B environment, however, the key figures can have a Social Media Marketing different value than in B2C. It is worth taking a look at these key figures in order to take smaller display sizes into account both when evaluating and optimizing existing measures and when planning future ones. At least as important: How are other companies positioned digitally? And how is the B2B industry positioned in comparison to B2C? The DDV study shows: There is still a lot of potential for B2B companies in particular. For example, when it comes to the use of social media or multi-channeling.

    All texts are the property of the operator of line data this website and may not be reproduced, modified, transmitted, reused, republished, exploited or used in any other way for public or commercial purposes without prior written consent. Quotations and abstracts may be used provided the source is cited.

    Sources used :

    • DDV study “Digital Marketing Benchmarks 2020”

  • Instagram first: More and more companies are using the social media platform

    Instagram continues to develop into a popular social media platform for companies.
    14% more companies are using Instagram than last year: 71% in total. The B2B sector accounts for just over 50% of those using the social media platform. It turns out that although there is still a lot of untapped potential here, Instagram is still developing further in B2B.

    As with all B2B online marketing measures, the same applies to Instagram: it all depends on the right strategy. This offers a great opportunity to spread content further. This creates a closer relationship with customers in the long term. A look at Facebook and Twitter shows that other social media channels are currently even more popular. 82% of the B2B companies surveyed use Facebook, while the figure for Twitter is 63%.

    Video content is increasing: Even in B2Bs

    Things are looking much better for video platforms. Almost every B2B company, 92% of the companies surveyed, said they were present on the video & media platform YouTube. In our article on video marketing in B2B, we explain what is important about video content in the B2B industry.

    At a glance: Important B2B benchmarks

    If you know what makes the competition tick, you can put your own marketing measures to the test. This is what the DDV study shows. If you compare your own values ​​with the average B2B benchmarks of individual specialist areas, you can belgium number data correctly media platform assess the success of your marketing measures. Our overview shows which B2B benchmarks are particularly important for the areas of email marketing, website, search engine advertising (SEA) and social media marketing.

    B2B Benchmarks for Email Marketing

    When your mailing is opened by how many people from your mailing list has a decisive influence on the success and comparability of the measures. You should definitely keep an eye on the following key figures in B2B email marketing.

    The opening rate

    It shows the ratio between delivered emails and recipients who opened the mailing in percentage terms. In B2B, the average opening rate is 25%. A top value is 35% and more.

    The response rate

    It indicates how many of the recipients trends 2014/2015 in b2b online marketing responded to the mailing. A good response rate is between 10 and 15%.

    The article from our email marketing partner Inxmail goes even deeper and takes a closer look at the key figures in the area of ​​email marketing .

    The cancellation rate

    The unsubscribe rate indicates the percentage of recipients who unsubscribed from your mailings using the unsubscribe link. The average in the B2B industry is around 1%.

    Important B2B Benchmarks for Websites

    The website is your flagship. Defined key figures show whether it is performing well. The following key figures are crucial for B2B websites:

    Visiting hours

    How long do visitors actually stay on your site? On B2B websites, the average stay is usually 2-3 minutes. The best stay is over 5 minutes.

    The bounce rate

    It indicates the percentage of users who leave the site without taking any action. The lower the bounce rate, the better the result for your website. But don’t forget that a high bounce rate doesn’t always automatically indicate a bad website. The average bounce rate on B2B websites is around 50%.

    The organic search

    Organic search indicates in percent how many media platform visitors visit your website – apart from paid ads. In other words, the proportion of visitors who come to the site via the ranking position. For B2B websites, this proportion is on average around 40%.

    The conversion rate

    Depending on the goals set for the website, the conversion rate indicates how many conversions were made. Depending on the website, there are different conversions: registering for a newsletter, filling out and submitting the contact form, or purchasing a product.

    The returning visitors

    Another important value for website performance is the rate of returning visitors. This represents the percentage of users who visit the site repeatedly. For the B2B industry, a value of around 35% is considered average. The top value is over 50%.

    The pages per visit

    Self-explanatory and quite relevant. How many pages does your visitor look at when they come to your website? On average in the industry it is about 3 pages.

    The cost per lead

    The CPL is, like the CPC, a billing model. If the billing for the ad placement is set using the CPL, the following applies in contrast to the CPC: The amount for the advertiser is only billed when the user not only clicks on the banner, but also leaves their contact details. For example, for a newsletter or when placing an online order.

    These SEA metrics are important

    The click rate (CTR)

    The metric describes how often users click on an ad after seeing it. It shows the ratio between impressions and clicks. In the B2B sector, the average value is 2%, with top values ​​being achieved with a click rate of over 3.5%.

    The cost per click (CPC)

    How much money do you spend when a user clicks on your advertising material, e.g. the ad? The average click price that has to be paid per media platform click on an ad is around €3 in the B2B industry. In general, the more is paid for a click, the higher the placement on the page.

    The conversion rate (CVR)

    The conversion rate indicates the percentage ratio of clicks and conversions (i.e. how many users came to the website via the ad and completed line data the transaction). The average B2B conversion rate is 3%.

    The cost per lead (CPL)

    The CPL is also crucial for SEA. With the CPL as a billing model, the advertiser only has to pay a fee if the user leaves their contact details after clicking on the ad – for example when registering for a newsletter or placing an order.

  • Trust marketing is gaining importance

    But why is trust marketing so important for the future? Trust has always played a major role since the beginning of humanity. Well, times change. Times gaining importance change people. And today people are more enlightened, more skeptical and, above all, more informed than ever before.

    Markets are being changed significantly by disruptive forces

    These can be new market participants, changing customer needs, new alternative products and solutions or micro and macro influencers. Disruptive gaining importance technologies (e.g. platform commerce, apps, chatbots , virtual reality, AI tools) are not only changing the way we communicate with corporate customers, but also how they armenia number data obtain information and purchase behavior. Trust must be constantly won, maintained and expanded by B2B brands.

    Especially in times of economic change and uncertainty, trust is essential. This particularly applies to trust in the people we work with and the companies we do business with. Suddenly we are asking ourselves new questions: Will the supplier still be around tomorrow? Is the data with my corporate partner safe? Can I rely on what my conversation partners say? Will my customer pay the bill on time? And will the product deliver the benefits it promises?

    Trust as a basis for long-term cooperation

    In the B2B sector, people often work together over the long term. This is precisely when building and maintaining trust is essential to winning customers.
    When it becomes increasingly difficult to win new gaining importance customers, the trust of existing customers is essential. In particular, trust google will now focus more sharply on individual pages in performance, reliability, quality and delivery reliability. If this trust is there, customers will be retained.

    The selection of providers and online shops on the market continues to grow. The step from one supplier to the next is small. Especially online, the next supplier is often just a click away. Trust in your B2B communication and thus in your B2B brand closes the gap that other market participants are not filling. Don’t let such trust gaps arise in your B2B brand.

    Conclusion

     

    Trust is the cornerstone of human relationships. Accordingly, business cooperation and the success of B2B marketing measures are also based line data on it. The strategic use of trust marketing has enormous potential, especially for the purposes of customer loyalty and acquiring new customers.

     

    All texts are the property of the operator gaining importance of this website and may not be reproduced, modified, transmitted, reused, republished, exploited or used in any other way for public or commercial purposes without prior written consent. Quotations and abstracts may be used provided the source is cited.

  • Digital B2B benchmarks: These metrics are important

    Defined B2B benchmarks are helpful when, for example, the performance of online marketing measures is compared. They also sharpen the focus on measures taken in comparison to the industry. The following questions arise, for example: How are other industries digitally positioned? Which social media channels do they use? But it is also important to look at your own measures. B2B companies should pay attention to important B2B benchmarks when evaluating. In this article, we show what digital marketing looks like for companies. And clarify which key figures are important in the B2B industry.

    • Benchmarks help to compare measures
    • In B2B, key figures often have a different meaning than in B2C
    • DDV study shows benchmarks in digital marketing
    • There is still room for improvement for B2B companies – especially in the area of ​​social media
    • Different key figures apply to different departments

    Our everyday lives, whether professional or bahamas number data private, have changed are important dramatically due to digitalization. This is particularly evident at the moment. It is hard to imagine what our business and private lives would look like without digital offerings. There are a number of possibilities here, especially for companies. For example: insights into everyday company life on social media, sending mailings, digitally organizing training courses, seminars and even trade fairs, or active lead generation via the website.

    Whether the measures are successful can then be easily compared using certain key figures. But which B2B benchmarks are actually important are important when it comes to evaluating existing marketing measures? It often helps to think outside the box. The best way to do this is to take a look at the online marketing measures of your competitors.

    expansion potential in B2B online marketing

    At the end of the year, many B2B companies will be evaluating their measures and plans for 2021. It is therefore worth taking a look at the competition. How do companies from other industries fare digitally? How do B2C and B2B compare? And using monitoring for target group insights which social networks can score points in both B2B and B2C?
    The DDV also asked itself these questions. In collaboration with Dr. Schwarz Consulting, the “Digital Benchmarks 2020” study took a look at digital marketing in German companies. The results show that there is still room for improvement – especially for B2B companies.

    6 out of 10 companies rely on multi-channeling

    In online marketing, a mix of different measures often achieves the best results. Although this is nothing new, a rethink is now underway. In 2020, 6 out of 10 companies used a mix of social media marketing, email marketing, SEA measures are important and the active generation of leads. This corresponds to an increase of 10% compared to the previous year. But this shows an interesting development. More and more companies are realizing that a well-thought-out multi-channel approach is successful in the long term.

    Tried and tested remains: Search engines remain the most popular paid channel

    Search engines like Google remain the most line data popular channels for placing ads. 69% of the companies surveyed said they use Google Ads. This shows that tried and tested methods are still very successful. Paid advertising via Google Ads leaves Facebook, Instagram and display advertising behind. The potential is huge for B2Bs. A precisely defined target group and perfect distribution of the ad are particularly important here.

  • Why trust must be at the core of B2B communication

    In times of uncertainty and change, trust is more important than ever: in people, products and services. Trust is needed to build and strengthen relationships. This also applies to B2B online marketing measures. We explain what makes trust a strategic pillar of B2B communication.

    Trust is an important cornerstone of interpersonal relationships

    • In B2B online marketing, trust is a of B2B communication prerequisite for marketing measures
    • Trust marketing is based on reputation capital, basic trust & advance trust
    • Uncertain times particularly afghanistan number data require trusting cooperation

    Without trust, no relationships can be built. Neither on a private nor on a business level. Because trust is the basis of all interpersonal relationships: Does the person keep their promises? Does the company fulfill the commitments it made in the contract? Will the product promise meet the expectations of the company’s customer? Rachel Botsmann puts it this way: “First we have to trust the idea, then the company, and finally we have to trust the other person.”

    So how do you create trust in a B2B brand?

    • What reputation does your company have on the market?
    • What reputation capital does it have with existing and potential new customers?
    • Do customers give you the benefit of the doubt?

    Various factors play an important role in building trust. However,
    these can vary from person to person. Your company’s communication is also crucial to generating trust. Data protection and security are of B2B communication particularly important for digital communication. According to the Adobe independence from b2b email marketing study “Digital Trends 2020”, investments in these topics are almost two-thirds more likely to lead to customers perceiving the brand more positively. So before a B2B customer even considers the product or service, a basic level of trust must be present.

    The reputational capital of a B2B brand, the advance of trust and the basic trust are central pillars of trust marketing.

    Jens Stolze, creative360

    This basic trust is a guarantee that users stay on the website and are really interested in your product or service. It is not without reason that online shops have been working with so-called trust signals for years. These are signals that are intended to of B2B communication gain the trust of users. The main aim here is to prevent purchases from being line data abandoned in the shopping cart. Trust signals are also important for classic B2B websites without a shop. Trust signals are diverse: These can be customer statements, certificates, company reviews or seals.

    It is crucial to know what the target group needs in order to build trust in the B2B brand. Information on the use of cookies and the data collected in forms is also crucial. GDPR rules must be observed, as must user needs. The way in which a B2B website or an online shop for B2B companies generates trust must be conceptually worked out from the start. This should also be incorporated into the structuring, design and text creation of websites from the outset.