In some instances, B2C out performs B2B when it comes to digital performance. Typically, B2C organisations find a competitive advantage by understanding that their customers demand a frictionless online experience.
As the demand from customers continues to grow B2B organisations need to be able to take advantage of technological developments. Therefore, this post outlines four key areas B2B marketers should consider if they hope to leverage the opportunities posed by these new technologies.
Change management
Any transformation is going to involve significant organisational change. This could be in the form of processes, people, technology or all three. That said, this should not dissuade B2B organisations from embracing new ways of working. Instead, businesses should go through a process of change management to help the transition be as seamless as possible.
The change management process ensures that there is buy-in from various levels of the organisation. The process is going to take time, cost money and involve breaking old habits. Therefore, someone from within the organisation should be championing the change and navigating the process. The elected person will need to pre-empt confusion and denial, help to identify and incorporate advocates into the process and ensure once the new system, process or personnel are on-board the long-term success of the transformation is achieved.
Choosing the right technology
Simply put there is no right answer when it comes to choosing the best suited technology for your business. Each organisation has its own demands and requirements, identifying the right solution is one if the biggest challenges. Buzzwords like data management platform and continuous data protection can be distracting, when often the answer lies in a better implementation of what is already in place. Often integration between existing technology is even more important. In any scenario, the solution must be tailored to business objectives and the audience they want to engage with. This involves having an agnostic mindset, ensuring that the introduction of new technology helps to draw powerful insights from the data.
Understanding your audience through data intelligence
Data intelligence provides a platform for telling stories through data; understanding who your audience are and finding actionable insights that help your business achieve its goals. The information gathered provides proof of who your audience are and how they engage with your brand. Additionally, it provides deeper insight that can inform campaign planning, creative ideas and overall marketing strategy. Moreover, businesses can gain a holistic view of the data lifecycle, across all channels and platforms. This information is useful for testing messaging and developing new media activations for target segments. By leveraging the data gathering businesses can effectively measure success, increase investment and drive positive return on investment.
Planning and execution project management
Project managers are an integral part of any digital transformation project, from planning through to execution and implementation. They listen and understand what the company’s needs are, then formulate a robust plan that involves coordinating resources (internal and external), communicating key deadlines and ensuring collaboration throughout the business. These steps will help to guide the business to its desired outcome.
It is important to note that whoever takes on the project should be able to provide viable recommendations based on the needs of the business. In addition, they should have extensive experience in understanding financial restraints and the implications of failure.
Digital transformation will undoubtedly cause a level of disruption to a business. Understanding the limitations of an organisation but at the same time being dedicated to the end goal and having a clearly defined plan will be the key to a success.
