5 Trends in Online Marketing in B2B Environments July 3, 2017
70% of companies have other companies as clients, meaning they operate in B2B environments, and of these, 43% already sell online . These are some of the key figures from the report " Digital Strategy in B2B Environments: Marketing in 2017, " recently released by Adigital, which analyzes industry objectives, channels, and trends. The backdrop is the challenges and opportunities that the digital economy offers for the transformation of B2B companies .
In this sense, the turnover of the b2b email list companies that participated in this study is striking: the vast majority, 57.1%, invoice less than one million euros per year, that is, they are small businesses, which could indicate either that online B2B is a very fragmented sector, or that medium and large companies dedicated to B2B are not intensive in online marketing strategies, or have not responded to the Adigital survey (for whatever reason).
In any case, the study provides an interesting snapshot of the current situation and future trends in B2B digital strategy. Here are the main ones:
1. Increasing sales is the main objective of B2B marketing strategies for 91.2% of companies, followed by maintaining or growing their customer base and building brand awareness. Interestingly, only 16.8% indicate providing customer-centric service as a priority ("putting the customer at the center" is a widespread "discourse" in B2C), and only 22.4% have internationalization as their main objective (which shows that there is still work to be done in incorporating the foreign sector as a business priority).