B2B marketers are under pressure to demonstrate the results of their programs — whether that be SQLs, ROI or brand preference — no matter the metric, there is a high expectation of accountability. A successful B2B program takes advantage of everything the industry has to offer to create more personal, more valuable, more seamless, and more effective experiences.
Customer buying cycles are a lot longer and more complex than in consumer marketing. Additionally, you must involve multiple stakeholders along the way. B2B buyers expect brands to showcase the same personalization and anticipation of their needs as B2C brands, necessitating digital innovation and data savviness.
Merkle is in a category of one for B2B marketing, as the only marketing agency that has the data, analytical, technology, media, and experiential capabilities to make true people-based marketing for B2B a reality. Our experience working with some of the largest and most innovative brands for 30+ years means our strategies are deeply entrenched in B2B’s nuances — not a B2C solution adapted for B2B.
Leveraging leading edge technology and the intelligent application of data, you create true differentiation with technology that automates many of the processes that used to be done by humans to accommodate a surplus of data and turn it into meaningful experiences for B2B buyers.
Marketing to a B2B buyer needs to account for a holistic view of the individual — one that spans both personal and business behavior, demographic information, and interests. For B2B, understanding the account, the make -up of the decision- making unit, and finally, the individual and his or her role as a stakeholder in a business decision is imperative to an effective orchestrated program.