{"id":20724,"date":"2022-12-03T06:56:09","date_gmt":"2022-12-03T06:56:09","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/03\/how-to-focus-b2b-marketing-spend-in-a-recession\/"},"modified":"2022-12-03T06:56:09","modified_gmt":"2022-12-03T06:56:09","slug":"how-to-focus-b2b-marketing-spend-in-a-recession","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/03\/how-to-focus-b2b-marketing-spend-in-a-recession\/","title":{"rendered":"How to focus B2B marketing spend in a recession"},"content":{"rendered":"

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With a recession looking likely during 2023, it\u2019s important for B2B organisations to become savvy about where to direct their marketing spend. Looking at the latest B2B buying trends<\/a> we\u2019ve written some dos and don\u2019ts on where to focus your budget.<\/p>\n

Do<\/strong>:<\/p>\n

Facilitate Self-Service<\/strong> \u2013 research by TrustRadius<\/a> found that virtually 100% of buyers want to self-serve part or all of their buying journey. Make sure your pricing information, product specs and customer use cases are readily available on your site.<\/p>\n

Enable try before you buy<\/strong> \u2013 free trials, self-guided product demos and online product tours should be easily available. Today\u2019s buyers want to try before they buy and they want vendors to make it happen.<\/p>\n

Encourage reviews<\/strong> \u2013 third-party reviews are valued much more by buyers (particularly tech buyers) than claims made by vendors.<\/p>\n

Provide easily shareable resources<\/strong> \u2013 purchase decisions are now more commonly being made by buying groups rather than individuals. And with the rise in remote working, collaboration among the buying committee can be highly unstructured. This means resources need to be aimed at a broader audience and be easily shareable and discoverable.<\/p>\n

Bring marketing and sales into closer alignment<\/strong> \u2013 today\u2019s customers are not buying in a linear fashion, meaning there\u2019s no handoff from marketing to sales, or digital to in-person. Sales and marketing need to operate in parallel to meet the needs of customers as they loop around their buying journey using both digital and in-person channels.<\/p>\n

Don\u2019t<\/strong>:<\/p>\n

Cold call<\/strong> \u2013 customers don\u2019t want to receive cold outreach anymore. A TrustRadius survey<\/a> found that only 11% of respondents indicated outreach from salespeople as a reason they\u2019d be more likely to buy. Contrast that with a startling 64% who stated cold calls as the number one reason they\u2019d cross a vendor off their short list.\u00a0<\/p>\n

Focus on sales reps<\/strong> \u2013 with today\u2019s customers valuing self-service it\u2019s important to put the power into your customers hands. Make sure access to sales reps is just one part of a self-service journey. The ability to schedule a sales meeting or call, and on-demand messaging with the sales team or chatbot, should be easily available on your website.<\/p>\n

Create generic marketing campaigns<\/strong> \u2013 since todays buyers are likely to be committees rather than individuals, marketing materials should be designed to meet customers where they are in their buying journey.<\/p>\n

The most important aspect of putting your business in the best position for recession success is to rethink traditional marketing solutions in the face of today\u2019s Gen Z influenced buyer mindset. For help with transforming your B2B ecommerce platform to make self-service easy, get in touch<\/a>. You could also save up to \u00a35,000 with Help to Grow Digital<\/a>.<\/p>\n<\/div>\n