In order to master this challenge. A however. A precise knowledge of the target group in the company and their information needs is necessary. However. A as a recent study by PFH found. A 80% of B2B marketers do not know what their customers’ information needs requirements are in online marketing. In my experience. A this mainly concerns the lack of knowledge about which online channels are really accepted and used. In addition. A which content is desired where in which phase of the purchasing process. In order to be able to answer these questions and develop a B2B customer journey. A a precise target group analysis is necessary.
Strategic planning necessary
The lack of knowledge about the B2B bc data america target group. A the need for useful content and the primary goal of lead generation increasingly require strategic planning in B2B online marketing. So far. A according to the B2B Online Monitor. A only 40% are using information needs the potential of a B2B online strategy. The interactions between the individual online marketing instruments and the requirements of the users have become too comprehensive for B2B online marketing to be viewed only one-sidedly from an SEO. A SEA. A email or social media perspective.
Conclusion
Content marketing is changing online the magic of creative ideas in b2b marketing communication in the B2B environment. It is the target groups in the B2B purchasing process who are bringing about the changes. Precise knowledge of information needs is becoming an essential success factor in B2B online marketing. Without analysis and market research as well as the development of a B2B online strategy. A no B2B company will be able to operate in the future.
In my opinion. A the biggest challenge for “all” B2B marketers information needs in online marketing is still the correct way to address the italy numbers people who influence the purchase during the various phases of the buying process on the appropriate channels with the content and messages that are relevant to them.
Phil Branon also confirms this in an interview with Business.com on the topics of customer journey. A content marketing and marketing automation. Lead generation. A says Phil Branon. A is so important for B2Bs because it is a measurable indicator for marketing investments and directly supports sales.