The question here is not whether is B2B Digital Marketing important for your business. As all of us are living in the world of the digital age. Therefore, I would like to explain why b2b digital marketing is important for your business because b2b digital marketing is very important for your business!
I will provide the most current and relevant data about b2b digital marketing so you can make better decisions.
As it is important when you are deciding about something, and that could be anything, you need to have data, and information to make a better and more informed decision.
That’s why I believe that the best possible way for me to help you is to give you as much as possible related data, information, and statistics about b2b digital marketing so you know why it is important in the modern world.
Let’s just start with a number that 4.33 billion people are on the internet searching, purchasing, entertaining, and pretty much any of your b2b personas are on the internet.
And people spend 6h and 30mins online on average daily. So not just digital technology is used by many people but also for a long time.
But let’s start explaining more about b2b digital marketing and why it is important. Let’s look at what is actually B2B Digital Marketing and how it can help you.
What is B2B Digital Marketing?
B2B Digital Marketing is series of strategies, techniques, and technologies (emails marketing, social media marketing, inbound marketing, conversion rate optimization, SEO, etc.) across channels (emails, LinkedIn, Facebook, YouTube, website, etc.) on the internet used to drive leads to the business and convert them into opportunities and close them.
Yes, it is correct, modern b2b digital marketing has fingers in any part of the b2b buyer journey. This is very important as 60% of the buyer journey is complete before they speak to a salesperson.
As you can see, there are 2 sides to the b2b buyer journey, and both are sides that are important for b2b digital marketing important for your marketing.
The left side is called the pre-purchased phase, that’s when your marketing effort aims to bring more leads, qualify them, and close them.
The right side is called the post-purchase phase, that’s the time to make sure your customer is totally satisfied with your product or service. Again, your goal is to make customers satisfy and ultimately bring more leads and repeat the cycle.
Before I will talk about the true reasons why b2b digital marketing is important for your business, first, I would like to talk about the most profound advantages of b2b digital marketing as I believe, it is an important part to know why b2b digital marketing is so important and popular.
Of course, there are many advantages of b2b digital marketing and every b2b marketer will find different more important than others, as it is depending on your current b2b digital marketing strategies, marketing resources, and the industry you’re in.
Therefore, these is my top 5 advantages of b2b digital marketing:
1. Artificial Intelligence can help you drive better results
As I mentioned in the beginning, b2b digital marketing has different parts in it and one of them is technologies, more importantly, artificial intelligence technologies.
Artificial Intelligence (AI) is used in b2b marketing to improve every part of your marketing. Therefore, drive better results for your business with AI.
For example, AI improves your targeting with advertising, email marketing, or content delivery to your target audience based on their interest.
AI in b2b digital marketing is irreplaceable technology for marketers to bring more with less. Therefore, AI is awesome leverage for b2b marketers to level-up the marketing game.
That’s why AI is so important in b2b digital marketing and a great ally to bring more leads and better with less effort.
As I can’t imagine do marketing without AI. That’s why the very strong advantage of B2B Digital Marketing is Artificial intelligence.
These are excellent examples of using AI in Marketing. I recommend you read them as it will give you an idea of how it can be used even within your b2b digital marketing.
2. Unlimited Potential to Reach Anybody, Anywhere at Anytime
Today, you can find the internet in almost any family and business across the world and the number is growing day by day. Therefore, your potential to reach people across the world is almost unlimited.
You can drive leads from Australia and the USA at the same time, while your business is in the UK. Thanks to the internet, you have almost unlimited potential to expand your business, and become global was never easier.
Most of the internet users coming from Asia, as 2,300,000,000 people are having access to the internet. 727,000,000 people from Europe, 522,000,000 people from Africa, 453,000,000 people from Latin America the Caribbean, 327,000,000 North America has internet.
That’s why your potential to drive leads is unlimited from all corners of the world as in every part of the world you can find internet users.
Let’s look at the advantages of b2b digital marketing and why it is important to increase your reach for your business.
Your B2B Target audience is online, doing research for your product and services and less and less b2b buyers are actually contacting a salesperson. But more depending on self-education from the internet. Your B2B Target audience is most likely doing online research before they contact you.
B2B Digital Marketing can reach people across the world as the easiest way to expand your business is online. No matter what you do, it is always great to start with b2b digital marketing. Because it is easier to bring people to a new place from the internet rather than from traditional outreach.
While you are sleeping your b2b digital marketing can bring leads. Why is b2b digital marketing important is also because you can just drive leads 24/7 without you being physically there. It is a great strategy that uses a lot of leverage to bring business.
3. It’s working 24/7 without you doing the legwork.
Especially for those who do not have a proper b2b digital marketing strategy in place.
To give you an example, one of my clients has been mostly generating leads from roadshows, events, and via references.
But very few leads came from the internet and that was not something they could sustain.
But after we discuss and set up a proper b2b digital marketing strategy they started generating the same amounts of leads with digital marketing with just a fraction of the cost from previous traditional marketing.
This helps them to rapidly grow and expand quickly.
That’s why this is a great advantage of b2b digital marketing and it is so important for your business, as once you create it and optimize, you will be driving tremendous results whether you are sleeping, having a meeting, or holiday, the leads will be coming.
And trust me, it is a nice feeling to wake up and see new leads on your list every single day.
4. Automating b2b digital marketing is not anymore luxury
Therefore, let me discuss another amazing advantage of b2b digital marketing for your organization so you can actually change your entire digital marketing.
Yes, automation changes the entire way how to do your marketing on the internet as it can remove the tedious work from your shoulders and let you more focus on optimizing and improving your digital marketing.
Let’s just look at these 3 common examples of b2b digital marketing automation.
Automate your emails is the first and foremost most important for SMB b2b organizations as it is an excellent way to ease your marketing effort and to actually drive better and more leads. I always recommend starting with the automation of your lead nurturing campaign.
Teach bots to answer FAQs is another and great way to drive leads and improve your marketing. Remember, your prospects have many questions and objectives and many of them are similar. Therefore, bots are great to answer them very quickly and effectively. Trust me, sometimes it is just an answer what’s stopping your prospect from contacting you.
Automate sharing of your posts, create blog posts takes around 3-4 hours on average. From my own experience, it takes almost a week, but I do not just do blog posts and also my average blog posts have 4,000 words (this has 6,500 words), not 1,000. But no matter what, it takes a lot of time, so to ease your sharing part (very important) you can automate it.
5. Bring more, better quality and cheaper leads for your business
The last point from the top 5 advantages of B2B Digital Marketing is the great ability to bring leads and to your business.
B2B Marketers should be always trying to optimize their strategies and tactics to bring the most out of their budget.
Unfortunately, not every marketer is doing it.
The reason why b2b digital marketing is important to me is that I can always do a bit better every single day, with proper Conversion Rate Optimizations strategies I can drive better results for my company.
B2B Digital Marketing can bring more and it is very simple to do that. One of the benefits of b2b digital marketing is the analytics and data collection.
You can collect so much data that you can always:
Bring more leads for your business if you optimize your landing pages, websites, ads, social media posting and pretty much anything can be always a bit better. With the right statistics and data, you can drive more leads with the same strategies and budget.
Better quality leads. Of course, it is not always about the number of leads. Long story short, I have brought 300 leads and 0 could be used. Therefore, the next great advantage of b2b digital marketing is you can rapidly improve the quality of your leads.
Cheaper cost per lead. According to LyfeMarketing, traditional marketing is way more expensive and I must agree. When I do b2b events, they cost a fortune. But with a fraction of the price I can bring the same leads with b2b digital marketing. (Both are important!)
5 Top Disadvantages of B2B Digital Marketing
1. Very Time Consuming
I have spoken about marketing automation and AI to ease your marketing and being more productive and to show the big reason why AI and marketing automation is a big thing for marketers.
B2B Digital Marketing disadvantages are part of almost every strategy but this one is almost the problem of every b2b marketer.
Luckily B2B Digital marketing doesn’t need to be expensive, but it is usually very time-consuming to create, analyze, and optimize it.
Almost any b2b digital marketing strategy you will do; you need to also think about the time investment which is required to deploy the b2b digital marketing strategy.
Of course, each strategy is different but ultimately all b2b digital marketing strategies will take quite a big amount of your time. Especially in the beginning.
So, you might benefit from low cost per lead, but the time consumption is also a significant factor for b2b organization expansion. This disadvantage is what stops many organizations to try new b2b digital marketing strategies.
That’s why b2b marketers love automation because it helps to enhance productivity and drive more with an already super busy schedule.
2. Each Part of B2B Digital Marketing is like a small degree
Digital marketing is becoming more and more complex and is important to realize that each of the strategies requires a different set of skill to be successfully implemented.
This is due to the different technologies used within and also different tactics to reach the people and generate leads.
Therefore, one of the biggest disadvantages of b2b digital marketing is that if you want to diversify your marketing effort and as you should be doing it, you need to have different skill sets.
That’s why b2b digital marketing can be quite heavy on marketing resources from the skills point of view. Whether you outsource it or hire a person for you to successfully deploy b2b digital marketing strategy.
This b2b digital marketing disadvantage stops many organizations to expand their b2b marketing effort to bring new leads differently.
For example, your organizations are currently having in the marketing team a video marketer and email marketer, then start building SEO or social media marketing can be challenging for them, because SEO strategy needs different skill set.
And, it cannot be done properly to see the promising ROI what it could do.
Therefore, this is one of the biggest disadvantages of b2b digital marketing and that’s each strategy is like a mini-marketing degree.
3. Already High on Competition
The effectiveness of b2b digital marketing has spread fast in almost every part of the world and it is no wonder that did.
For sure you have heard about many b2b digital marketing strategies that just drive tons of leads and trust me, you were not the only one.
Therefore, many b2b marketers have moved quickly to digital space to drive more leads for their business with a lower cost per lead.
That’s why the next important disadvantage I would like to include within b2b digital marketing disadvantages is the high competition.
Look, b2b digital marketing is an amazing thing to drive leads sometimes even for free. Therefore, many b2b markets had taken this opportunity already.
That’s why for a new organization it is much harder to succeed on the internet. The Internet is now full of marketers compete with one another to get their piece of cake.
Therefore, it is quite challenging to succeed as a new player within and that’s why it is a big disadvantage of b2b digital marketing as the game is getting tougher.
But that doesn’t mean you should give up like everything good requires patience and perseverance.
4. High Standards from Customers and Prospects
I mentioned an average person spending typically 6 hours and 30 minutes on the internet, whether it is for work or pleasure and so you do.
That is a lot of time browsing and searching and that’s why you expect that your experience will be the best.
Whenever you write an inquiry into a search engine, you expect the related website to come up, then you expect that the website will have the answer to your inquiry, also you expect fast loading and quick customer service if needed.
All this is normal for anybody to expect as many b2b organizations had already realized that provide a great user experience is essential otherwise the visitors will bounce off.
Things like related content, fast customer service, and a fast website are just part of being competitive in the digital space.
Therefore, this is a big disadvantage of b2b digital marketing as your prospects expect you to keep this high standard otherwise, they bounce back and find somebody who will provide it.
And search engines know it and that’s why they include within their search algorithms to recognize the speed of the website, the quality content, and overall user satisfaction so they always provide the best results for their users.
Heck, just Google has over 200+ algorithms to find the best website for personal inquiry.
Therefore, thinking from the user perspective is absolutely essential to succeed in the digital space.
5. Very Slow Beginning and Fast Fall
The last of the b2b digital marketing disadvantages is the part when you need to be consistent for a long time to see some actual results.
Unfortunately for doing b2b digital marketing for your organizations, you need to plan that this strategy will take some time, especially with b2b inbound marketing as this technique requires time to bring some results.
For example, to see some traffic (not good) to your website, you need to expect that around 6 months to see at least tiny traffic.
Then for you to generate leads it takes another 6-12 months, but that is only if you are consistent and providing everything that you should get some results.
On the other side, if you are already driving leads via your website and stop optimizing your website and content, then you will quickly fall behind as there are thousands of other websites working hard and optimizing.
Therefore, getting on the top in the digital space requires a lot of time, but then lose that space is fast.
8 Most Important Statistics Reasons Why is B2B Digital Marketing Important for Your Company
Before we start talking about the actual reason why is B2B Digital Marketing important for your organization, let’s first say where B2B marketing is going.
What I mean by going is the recent shift within the marketing that was needed as marketers forgot once again about being helpful to their prospects. As it goes back to the old-time when sellers were preparing hard pitches.
Ever since we started the Inbound marketing technique, marketers had developed it and master it to drive leads and business with much lower prices but unfortunately, that is disappearing as we, marketers forgot why the inbound marketing technique is so effective.
Therefore, before I give you my most important reasons why b2b digital marketing is important, I want you to stop and think about Inbound Marketing.
Because remember that B2B Inbound Marketing is the most effective technique organizations can have currently.
Once you understand it then intercorporate it within your b2b digital marketing and your marketing will amaze you.
But now, let’s jump in the 8 most important statistics reasons why b2b digital marketing is important and why you need it for your b2b organization.
1. 67% of the buyer’s journey is now done digitally
Therefore, the first reason why b2b digital marketing is important for you is the actual part that most of the b2b buyers and researchers do not come to you and ask you for help.
As b2b buyers trust fewer salespeople. According to Blender, 82% of B2B Buyers think that salesperson is unprepared.
Therefore, they are losing their trust and they are more dependent on their research on the internet.
That’s why b2b digital marketing is so important as b2b buyers and researchers want the information from online sources so they can download it without being disturbed by the salesperson.
So prepare digital information for your b2b target audience like:
They are a great tool to get their attention and slowly nurture them and once they are ready to buy, they will come to you as you will show them that you are the expert.
Of course, as I mentioned before, it is important to really focus on the b2b Inbound marketing technique to get this done right.
2. 70% of the buyer's journey is complete before a buyer even reaches out to sales
As I have mentioned many b2b buyers do not trust salesperson and they rather download digital copies of materials for their research.
Therefore, the Corporate Executive Board says that 57% of executives decide before they contact sales.
This is possible thanks to almost unlimited information that can be found online on almost any topic. That’s why b2b buyers more relying on the internet when they do research.
That’s why is so important to change your marketing and shifted into digital marketing as that’s where are your buyers.
According to Articulate, 84% of C-level and VP-level buyers are influenced by social media when purchasing. Even some are going on social media to get advice on products and services when they are researching.
The reason why b2b digital marketing is important as buyers are:
Searching online for relevant information
They go on social media to get advice
They rather get series of articles than a call from a salesperson
As thanks to the internet, you can decide what you want to learn and when. And b2b buyers see a salesperson as not a reliable source of information anymore, at least at the beginning of the research and b2b buyer journey.
3. 73% of millennials in the US are involved in product or service purchase decision-making at their companies.
Because new generations are more prompt to use the newer technologies and your marketing should adapt to it as the workforce generation is changing.
56% of millennials indicate that digital channels are the most important for researching new products and services.
Therefore, knowing the purchasing and researching habits of millennials are important to shift your b2b digital marketing in the right direction.
Millennials are always on their smartphones—no surprise there. They own, on average, 7.7 connected devices and use 3.3 each day. (CMO Adobe)
When asked about how they will make their next online purchase, 32% of Millennials said they planned to do it on a laptop or desktop computer, 25% said a smartphone, 24% will use a tablet, and 11% will shop in a physical retail store. (USAToday)
The “Internet of Me” applies to this generation in a big way, and they’re incredibly engaged with content in every sense of the word. Half of Millennials—versus 38% of the population—consider themselves content creators, and 75% share content online.
These statistics are just about to give you a sense of the reason why millennials are important for b2b digital marketing and why b2b digital marketing is important.
4. 62% of B2B buyers say they can make a business decision based on online content alone.
This causes to b2b buyers to do very intensive research about products and services to find whether they are the best decision for them and their companies.
And thanks to almost unlimited data on the internet, b2b buyers can make an informed decision about almost anything without touching up with your experts/salesperson.
That’s why b2b digital marketing is so important as they can decide on their own. And you can influence their decision.
So, your b2b digital marketing should be there to help them during their research because once your prospects make decisions, they will go for the most trusted source of information.
5. Over 80% of B2B buyers visit a website before making a purchase decision.
The website is your digital office and B2B buyers rather visit your website than your real office. That’s why you should also organize your website as it is your office.
But first, you should have a website. If you want to be taken seriously you need to have a website which is:
Very well organized, that is easy to find anything there like for the user so even for search engines.
Your website should be attractive and reflect on your industry and expertise.
Very customer friendly, create multiple contacts and CTAs (call-to-action) to ease your user navigation to find what they are looking for.
The lightning speed of loading your website as your prospects and search engines do not like to wait. According to Portent:
Website conversion rates drop by an average of 4.42% with each additional second of load time (between seconds 0-5)
Website conversion rates drop by an average of 2.11% with each additional second of load time (between seconds 0-9)
Create an effective website for your b2b organizations is not that easy as it seems to because you need to follow many guidelines of search engines and balance it with users' experience to get the best of both.
Therefore, I recommend you to have an expert to launch an effective website if you do not have it.
Because the website is the most important aspect of your b2b digital marketing. Without it, you will have a hard time to create meaningful b2b digital marketing strategies.
6. Nine out of 10 B2B buyers say online content has a moderate to major effect on purchasing decisions.
The 6th important reason why you should have b2b digital marketing and content within it is that b2b buyers are interested in it.
I mentioned about b2b buyers doing online research and the most trusted source of information usually wins the business. Especially in the services industry.
But that also applies for your products, if you will drive great engagement and traffic to your website, social media, etc.
The reason why b2b buyers say that online content is important to them is that it helps them with their research as I said.
So, you need to create helpful content for your b2b target audience.
What is helpful content?
Your content needs to address the objections to your prospects and provide answers to them.
The content should be relevant to their interest.
Helpful content should provide value and expertise within it.
Great content should be regularly updated to have information up to date.
Great content should be written for your b2b target audience and not anybody else.
These are just a few points that you should know about helpful content for your b2b target audience so your b2b content marketing helps you drive traffic and conversions.
I have written an article about Content that converts your b2b target audience. Have a look to know more about effective content.
7. 92% of B2B buyers are more likely to purchase having read a trusted review.
So what you should know that people want validation that they are making the right decision.
Therefore, social proof is an important aspect of every marketing and even in b2b digital marketing it is important.
If you are not collecting actively reviews and case studies from your best customers, then you are leaving a lot of money on the table. Case studies and reviews have been proven to increase conversion and decrease the sales cycle.
According to hawkeye, 71% of B2B buyers in the awareness stage and 77% in the evaluation stage cited testimonials and case studies as the most influential types of content.
Also, according to b2b marketers, b2b case studies are the most effective type of content. Therefore, b2b marketers should be actively looking to create case studies whenever there is a chance.
As it gives you the social proof which people and b2b buyers need to feel confident. B2B Case studies will create trust between your prospects, and it helps you to move them across all the b2b buyer journey stages.
Of course, you can’t have only positive reviews and nearly 70% of B2B buyers expect to see a mix of positive and negative reviews.
Trust me, when people are searching for products or services and sees 5* reviews, they most likely think its fake.
People expect that there will be haters. Therefore, the sweet spot for reviews is something between 4.7* stars review. It shows your expertise and also being a real business who has good clients and bad clients like everybody else.
8. 56% of the population is on the internet and it’s growing day by day
The very last reason why b2b digital marketing is important is that the online population on the internet is growing day by day with improving technologies.
Internet technologies are becoming more accessible for almost anybody around the world and experts anticipate that the number of internet users will only grow year by year.
But that of course influence how people are using the internet as with improving the speed of the internet, b2b buyers will rather use videos, pictures and other easy to learn materials to do their research.
Nowadays, b2b buyers are not limited by the internet and the type of content they want to consume as 78% of b2b buyers prefer to learn from videos rather than from blog posts.
And it is clear why, as people are visuals creatures and we better learn by listening and observing than from reading.
Therefore, we better retain the information from videos and podcasts than from articles or books.
That’s why the next trends in b2b marketing will be video marketing and another type of visual marketing.
5 Top Myths about B2B Digital Marketing
1. SEO = Content Marketing
Many marketers or business owners think if they will produce more content so they will increase traffic and get benefits like SEO does.
The thing is, content marketing is a big part of SEO, but it is not everything.
There are other different types of SEO strategies you need to improve while you are posting your content like for example:
On-Page SEO techniques:
Optimize page titles meta descriptions
Heading and formatting
Off-Page SEO techniques
Social media engagement
Blog directory submission
AMP (Accelerated Mobile Pages)
Optimize URL structure
And those are just a few techniques of SEO as you can see there are 3 big aspects of SEO. That’s why content is not everything as all these SEO techniques are important to rank higher in search engines.
Therefore, do not focus only on content, but make sure your website is well balanced and has good SEO and content strategy.
To summarize, the myth of marketers thinking that SEO = content marketing is wrong and now you know why.
2. Social Media are not for B2B
The myth that social media are not for b2b is hugely spread especially between the small-medium business. For some reason, they believe that social media are not for them.
Even though they as decision-makers spend a lot of time on social media talking to their friends and peers.
So, let’s clear out this myth once and for all.
According to the Content Marketing Institute, 83% of b2b marketers are using social media; making it the most common b2b marketing strategy for the organization.
So, if you do not understand it, just hire a social media expert, he/she will explain how to drive crazy demand from social media. In the end, you spend time there as well and have been at least influenced by social media. (Same like 83% of b2b buyers have been influenced by social media)
3. B2B Digital Marketing is about Talk to Companies
After years of b2b marketing, I have realized that many b2b marketers do not get the fundamentals right about b2b marketing.
Of course, b2b and b2c marketing are different but you need to realize one thing and that is that you are selling to people and not companies.
This is one of the biggest myths and mistakes I’ve seen from b2b marketers. Therefore, you must realize that companies are managed by people, the same people who are being advertised by b2c organizations.
Listen, I am not trying to say, you should advertise the same way as b2c companies, but you should focus to satisfy the needs of the people you target and not companies' needs.
Whether it is financials, sales, marketing, or any other department, you need to focus on solving their human problems within the work.
Trust me, the company does not have a problem, but people have. Therefore, to advertise in b2b marketing and digital marketing is important to talk to people, not organizations.
It is not just personal.
4. Video Marketing is not a Thing
Unfortunately, many business owners and b2b marketers are very skeptical about b2b video marketing even thou, they spend more time on videos rather than blogs or any other platforms.
The next big myth about b2b digital marketing is that videos are not just the thing to drive lead generation and other business objectives.
Even thou, videos are having so much potential to be used for businesses.
So, let’s look at some important b2b video marketing statistics you should know:
When asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short explainer video
86% of people want to see more videos from brands in 2020
95% of video marketers say video has helped increase user understanding of their product or service.
83% of video marketers say video helped them generate leads
80% of video marketers say video directly helped increase sales
89% of video marketers say, in general, that video gives them a good return on their investment
Trust me, video marketing is going to be a big thing anytime soon, so catch the wave while is still here and is small. Because once is bigger it is hard to get on it.
5. Millennials have No Say in Decision Making
The very last myth about b2b digital marketing is that millennials are not in power, which is not true.
According to statistics, 73% of millennials in the US are involved in product or service purchase decision-making at their companies.
And although millennials are not yet CEO’s or the main decision-makers, they are the main influencers, especially within modern technologies as they understand better than baby boomers.
Therefore, not advertising to b2b millennials could harm your business as they are the one who is doing the research and finding potential solutions for their companies.
That’s why it is an important thing about millennials in your b2b digital marketing.
Should You Invest in B2B Digital Marketing or Not?
Let’s be honest, this whole article is about why you should be investing in b2b digital marketing. Therefore, I will tell you that you should invest in b2b digital marketing and set up proper strategies to bring more leads.
All the reasons why b2b digital marketing is essential for your b2b organization is because more and more people turn to the internet to get information and more importantly to buy products and services.
You could be the best service provider of gardening for businesses but if they can’t find you online, they will find somebody else.
So, stop believe in yellow pages and move to the internet pages, as the more visibility you gain, the more you will drive leads online.
Conclusion: So, why is B2B Digital Marketing Important
B2B Digital Marketing is important because it allows you to reach targeted people based on criteria important to your business across borders and time zones without you being online 24h. It is a technology to allows you to help people with a technique like Inbound Marketing, so both parties the seller and buyer get what they need.
All these reasons are my reasons why I think B2b digital marketing is so important for your business and why you should go on it.
Especially during times like COVID-19, digital marketing is the savior of companies to still drive demand where traditional marketing failed.