If you’re still relying on the same B2B marketing tactics that worked a decade ago, it’s probably time to rethink. How businesses buy and sell has changed drastically over the past few years, and using traditional strategies could endanger your profitability.
At Recall Marketing, we’ve been monitoring these shifts. The digital landscape is evolving, and so are B2B buyers' expectations. In this article, we’ll discuss some major changes in B2B marketing and explain why it’s time to let go of old strategies that may not deliver results.
Buyers Are Digital-First Now
Let’s be honest: buyers today do most of their research online before they ever talk to a sales rep. The days of cold calling your way to a deal are fading fast. According to McKinsey, almost 70% of B2B decision-makers prefer digital self-service and prefer Zoom calls to in-person sales pitches. In other words, your prospects are finding information on their own, and they expect you to be there with the answers, not in person, but digitally.
What This Means: If your strategy revolves around solely traditional, in-person sales tactics without a strong digital marketing strategy, you’re missing out on key decision-makers who research online. It’s time to ensure your digital presence is strong and key decision-makers can find the information they need online.
Multichannel B2B Marketing Is Standard
Years ago, you could rely on a few tried-and-true channels—direct mail, trade shows, and some email marketing—to reach your audience. Now, buyers are engaging with brands across several channels. McKinsey points out that B2B buyers use an average of 10 channels during their decision-making process. That’s a lot of touchpoints to manage.
What This Means: Relying on just one or two channels isn’t enough. If you’re not present across multiple platforms—whether social media, email, webinars, or even industry forums—you’re likely missing out on key engagement opportunities. It’s about meeting your audience where they are, not where you’re comfortable.
The "95-5" Rule: Not Everyone’s Ready to Buy
The “95-5” rule is something that often gets overlooked. Research by Peter Weinberg and Jon Lombardo suggests that only 5% of your target audience is actually in the market to buy at any given time. That leaves 95% who aren’t ready to decide, but they will be eventually. So, if you only focus on immediate lead generation, you’re missing the bigger picture.
What This Means: It’s not just about short-term wins anymore. You need to be thinking long-term. Building brand awareness and trust with that 95% will pay off when they’re ready to buy later. Don’t put all your efforts into just chasing leads—think about how you’re nurturing relationships over time.
Data Should Help Inform Your Decisions
In today’s world, marketing decisions should be complemented by data. Guessing what your prospects want won't cut it when you can leverage data to understand their needs. You're playing a losing game if you’re not using data to understand your audience, optimise your campaigns, and personalise your messaging. Analysing behaviour allows you to create more effective marketing that speaks directly to what your audience cares about.
What This Means: Data isn’t optional anymore—it’s necessary. You're throwing darts in the dark if you’re not using data to inform your decisions. It’s time to start making data-driven decisions that give you a clear advantage over your competitors.
Building Trust Takes Time
Lastly, trust is still the name of the game, but how you build it has changed. Buyers are sceptical of hard-sell tactics and more inclined to trust brands that provide value without always asking for something in return. That means the days of just talking about your product’s features and benefits are over. You must provide content that educates, informs, and genuinely helps your audience.
What This Means: If your marketing isn’t adding value to your prospects, it’s not doing its job. Building trust means playing the long game, offering real insights, and showing that you understand your audience’s pain points. The companies that get this right win long-term.
Key Takeaways
The B2B marketing world has changed, and old strategies don’t work as they used to. Buyers are more digital, more self-sufficient, and more discerning. If you’re still relying on outdated tactics, it’s time to rethink your approach.
At Recall Marketing, we’re here to help you navigate these changes and create a marketing strategy that’s built for the way businesses make decisions today. Let’s discuss how we can help your business adapt and thrive in this new landscape.
Ready to rethink your B2B marketing strategy? Contact Recall Marketing today to see how we can help you adapt to the new reality of B2B marketing.
References:
McKinsey & Company. (2021). The Future of B2B Sales is Hybrid. Retrieved from McKinsey.com
Weinberg, P., & Lombardo, J. (2021). The 95-5 Rule in B2B Marketing. Retrieved from Marketing Week
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