As the world becomes increasingly digital, businesses must adapt and harness the power of digital marketing to stay ahead of the competition. By leveraging online channels, B2B sellers can drive greater customer loyalty and business success, addressing customer pain points and creating value in every interaction.
A Robust Digital Support System
Integrating digital technology and salespeople is essential for a superior customer experience. Key elements of a digital support system include a foundational digital platform, data analytics, and tools that provide a holistic view of buyers. This transformation of sales systems and culture involves the continual adaptation of sales roles, success profiles, compensation, and management practices.
Advantages of Digital Channels
Digital channels offer distinct benefits, such as low cost, high reach, 24/7 availability, and the flexibility to scale quickly. Salespeople bring their own strengths to the table, including probing and discerning buyers’ nonverbal emotions, cutting through digital clutter, and navigating the intricacies of corporate purchasing. A harmonized convergence of digital and personal sales channels creates powerful synergies for both the buyer and the seller.
AI Systems and Personalization
Artificial intelligence systems can enhance sales efforts by suggesting product offerings, marketing messages, or pricing and promotions that best match each customer’s needs and preferences. This personalized approach can result in a 5X return on ad spend in paid channels. Furthermore, AI-powered platforms can help identify potential customers for targeted campaigns, providing valuable insights into customer behavior and trends to improve ROI.
Adapting to Privacy Regulations
With the changing digital landscape, marketers and advertisers must leverage new and innovative technologies to stay competitive. The use of third-party cookies and a focus on collecting data at all costs is no longer effective and can impact the bottom line. Privacy regulations, such as those implemented by Apple and Google, can actually be maximized if marketers abide by the guidelines and connect with known customers. Savvy marketers are adopting robust first-party data strategies to better understand customers and personalize marketing messages.
Success Stories: WPP and the WHOFoundation
WPP, one of the top 10 best marketing companies in the US in 2023, highlights the range of services and proprietary tools for consumer insight and brand performance that digital marketing can offer. The WHO Foundation (WHOF), launched in May 2020, is another example of an organization leveraging digital marketing for success. The Digital Acquisition Officer at WHOF is responsible for delivering high-quality donor acquisition campaigns across channels, ensuring activities are executed on time and within budget to maximize the response and engagement of new donors.