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By Nelson B. Krehbeek , President of Marketing & Business Development , Preferred Computer Co-Op

Recent losses and effects of economic conditions throughout 2019 have not been easy to read. It is said that “nobody likes to go through it. ” It’s no surprise that companies are feeling the pinch. So it’s understandable that some may be a bit hesitant about embarking on new programs and ideas for the B2B manufacturing and distribution market. However, you should continue to seek new opportunities to connect with buyers and prospects to broaden your marketable offering. While it is true that some businesses have felt the effects of the market’s economic circumstances, B2B manufacturers still have opportunities to reach new markets, sign new customers, and expand their individual product lines and services. There are three main reasons for this.

1. Digital Customer Interactions

Digital solutions are at the heart of the modern manufacturing and distribution environment. They have evolved beyond the “flat” organizations of just a few years ago. Digital options allow B2B manufacturers to better customize the offering and to bring new products to market quickly with minimal investment. Even more importantly, B2B manufacturers can access new customers or new business leads without costly traditional marketing efforts. By taking a more holistic approach to their marketing and business, B2B manufacturers have the potential to capture an entire new market in just a few short steps.

Digital offerings can range from software applications that simplify many aspects of the modern manufacturing process to virtual digital showrooms. The possibilities are almost endless. Why You Should Do Something For The B2B Manufacturing Market (Or Other Industry) In 2020:

Lower your costs. Create differentiation. Upconflict your competition. Differentiate in the B2B manufacturing ecosystem.

Be able to continuously customize your offerings for new customers.

2. Video-First Presentations

In 2019, your presence on social media is more important than ever. Traditional outbound communications at events and trade shows are out, replaced by video and live streaming in lieu of printed brochures and other flat materials. To see how companies like Adobe and Microsoft have successfully used video to give even the most outbound presentations a more personal and interactive feeling, look no further than their YouTube channels. Your employer’s chief technology officer, your sales manager, or the manufacturing and distribution team may use video to support formal presentations.

These presentation tools also serve a more practical purpose. By investing in digital video distribution tools, B2B businesses can reduce the production of printing brochures and provide all of their materials for free or nearly so. Why B2B Manufacturers Need To Use More Video Communication:

The use of more video is all about human interaction. It allows staff to build better relationships with customers and prospects. There is no question that videos can have a strong effect on customer relationships. Unfortunately, things like video and live streaming are rapidly becoming the new standard in employee training, customer communication, and customer relations.

The ability to play videos in real time empowers employees to better connect with customers.

Why? Because employees gain increased understanding of a product or solution as they watch it unfold.

3. Online Support

The pace of business in 2020 will be increasingly driven by technology. This means that employees are going to need as much time with customers as possible.

Online and remote customer support is all about getting the most out of each minute spent with customers. If you cannot provide your employees with opportunities to work with customers outside the office, your business will soon become saturated with information that customers can easily find on their own. As an example, the world of information has become more digital, so virtually anyone can be a customer service representative. Why B2B Manufacturers Need Online Customer Support:

Access to always-available information can free employees to focus on innovative work. Treat customers like the VIPs they are. Help out customers as they choose to shop.

Online support gives B2B manufacturing and distribution firms the opportunity to keep up with the current global economy. B2B companies now can provide comprehensive digital solutions to meet a vast new customer base. All of that is as close as a click.

4. Separate B2B & B2E Marketing

In 2019, many companies pushed to diversify their efforts from just one marketing goal: converting prospects into customers into customers into brand advocates. While this is a great goal, being successful in both businesses can be tough.

This is why it is important to separate your B2B sales and marketing efforts in 2020. Businesses with diverse strategies and capabilities are more likely to be able to capitalize on this year’s marketing opportunities and achieve better results. The great news is, these goals can be achieved without having to part ways with your traditional marketing goals. The key is how you structure your marketing that now includes other tactics. B2B marketers need to think further about how they can develop new channels for their B2B marketing and how that can be integrated within your overall strategy.

5. Don’t forget about influencer marketing

Influencer marketing is a great way to reach new customers. It’s a channel where customers will talk about your company and how you can help them.

As a part of influencer marketing, you need to find the right influencers in the industry, hear what they have to say, and create a social media campaign that highlights your company’s industry expertise. These efforts will encourage prospects to stay engaged with your brand. Businesses with influencer marketing success will see lead generation soar, and conversion rates will skyrocket. Key B2B Influencer Marketing Programs:

Keep in mind how to attract the right kind of influencers

Identify and engage your ideal B2B audience with curated content

Use the right types of content and messaging

Influencer marketing is much more than a two-way communication with consumers. It is a highly targeted marketing effort in which you align with the social media campaigns of the right kinds of influencers who you think will be beneficial in your next marketing campaign.

5. Keep those b2b content marketing goals in focus

In order to engage your customers in your next sales and marketing campaign, you need to generate content. As a business, your objective is to work toward getting people to buy your products and services.

So, you need to present information that will help your prospects make a purchase decision. You should have a content marketing plan that maintains your sales and marketing goals, and establishes your path to the next marketing goal. 5 B2B Content Marketing Programs:

Keep in mind your monthly competition report

Remember to create content that will bring leads and keep existing customers engaged

Find relevant B2B influencers to invite into your ecosystem5. Put that B2B funnel back into action

Last year, every company knew there was no way they could accurately measure the progress of their B2B sales and marketing activities. Instead, they were pushing to “fill the funnel” with early in the sales funnel buying someone a new product or service. The simple truth is that most companies are not able to measure how close they are to completing the entire funnel. For some, that means they may not deliver on those plans.

Now, most companies are acknowledging that the hard part of selling is the hard part. Instead of worrying about the numbers, many B2B companies are focusing on what is being measured. They have adopted a 360-degree view of a sales process. You should start the process in 2020 and create programs that will measure how far your lead flow has traveled. Key B2B B2C Pivot Marketing Strategies:

Divide and conquer: use customer experience studies to move the B2B and B2C funnel out of the funnel

Create creative marketing plans that incorporate customer journey mapping in your pipeline

Make actionable and scalable plans to measure results vs. KPIs

Engage new and returning customers in the journey by listening, being present, and anticipating what is needed next

Ideally, you should re-prioritize your objectives for 2020. While you’ll still continue to build your pipeline, there is a better way.

Content Engine is a State-of-the-Art Content Automation Platform that will craft clear, precise, and powerful Content Marketing for your business.

Ready to Turbo Charge Your Content Marketing and SEO? Request a Content Sample Today