The five challenges of B2B marketing for 2021

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When we talk about marketing, our first thought usually goes to mass consumer marketing: transmitting a message that reaches as many people as possible, without stopping at different market segments.

But there is another market that we may not chile mobile database notice if we do not belong to that sector: industrial marketing .

In a globalised economy, marketing focused on industrial products , with an increasingly specialised and segmented environment, is of crucial importance. It is a very complex sector, in which marketing seeks to meet the demands of a market highly influenced by technological advances and digital transformation . And this situation will be even more pronounced in 2021, influenced by the health context we are experiencing due to COVID-19.

A more digital strategy for B2B marketing
In marketing aimed at the final consumer, the decision and purchase cycle is usually fast. In contrast, in industrial marketing, the purchasing process is very long : there is time for reflection before the purchase, since this usually involves a large investment, making decision-making very complex.

Although it is not the only one, it is precisely this difference that makes industrial marketing need a different strategy , adapted to the product but also to the people who make the decisions.

And it is precisely to these people, those who make the purchasing decision, that you must direct your strategy. Having a close, trusting relationship with your potential clients is essential. These are highly specialized professionals, engineers, technicians or buyers with very good training and who move with ease in digital environments .