While the shifting of business-to-consumer (B2C) interactions to digital platforms post-pandemic has been much talked about, the paradigm shift in business-to-business (B2B) sales interactions to online platforms has been equally remarkable.
In a 2023 Insider Intelligence report, 60% of B2B marketers said that social media was the most effective B2B channel for driving revenues. Even sectors like industrial machinery, components, automotive or hi-tech electronics which used to conventionally rely on on-field sales force and offline contacts are moving towards digitally driven marketing strategies.
Despite the scope and promise of the digital world, enterprises continue to face certain challenges when planning and initiating B2B marketing strategies. For one, with multiple stakeholders involved from both the organizations and their enterprise customers’ side, B2B messaging tends to be fragmented. As a result, organizations find it hard to ensure that the right messaging reaches the right stakeholders.
The other challenge is the merging of the personal and professional persona of a B2B buyer. According to Statista, LinkedIn is currently seen as the most important social media platform for B2B marketing globally. Also, the purchase decisions of enterprises are influenced by personalized digital buying experiences in their private lives.
Taming the data deluge
One of the first steps towards building a digital B2B marketing strategy is to integrate data from across multiple systems and tie it all together into a marketing system. Today, data is spread across different channels accessed by potential customers. Having a consolidated view of the data can help enterprises better understand the buyer by creating a persona. The marketing system must serve as a single source of truth to devise effective strategies that impact sales.
The right framework for the right marketing strategy
Ensuring the successful implementation of a digital B2B marketing strategy requires the right framework. The Infosys “Crawl, Walk, Run” maturity framework allows you to embrace digital marketing in a step-by-step approach of (i) Crawl – Laying the Foundation (ii) Walk – Build the Momentum (iii) Run – Sprint ahead. This is crucial for enterprises to grow their visibility and find themselves in their potential customers’ vendor lists.
The Infosys-Emarsys fillip to B2B marketing
Having worked in the CRM space for over 15 years, I am personally excited by the possibilities and capabilities that Infosys’ partnership with Emarsys brings to the table. From assisting in implementing the MarTech solution to providing marketing advisory, Infosys and SAP Emarsys can help organizations identify the best solution and channel before implementing the right strategies in a time-bound and successful way.
By helping organizations seamlessly implement Emarsys, Infosys can not only help customers engage with their audience but also strengthen brand loyalty and achieve better business outcomes. Our solutions empower marketers to collect, analyze, and interpret vast amounts of data. This information provides insights into customer behavior, preferences, and trends, thereby allowing businesses to make informed decisions. Following this, marketers are empowered to deliver the right message via the right channel to the right prospect or customer at the right time.
Futureproofing your B2B marketing approach
As the digitalization of B2B marketing advances, organizations will increasingly find it imperative to ensure that not only the right data is sourced, but the right message is also communicated, and the right product is marketed.
The Infosys-Emarsys partnership can step in and support organizations in building a robust marketing program on the back of Infosys’ end-to-end service capabilities and Emarsys’ robust platform. Organizations can thus free themselves to focus on sharpening their core capabilities while Infosys takes care of their business KPIs.
If you would like to know more about how the Infosys-Emarsys partnership can help elevate your marketing efforts, write to us at SAP_MKTG@infosys.com to connect with an expert.
