5 Lessons for B2B marketers in the age of participation

B2B is changing. Cold calls and form letters have gone the way of the dinosaurs. Today’s savvy business customers bring expectations from their consumer (read: real) life into play when selecting partners that can make or break their professional reputation. They expect brands to participate in the modern business experience.

But what does participation mean in the shifting B2B world anyway?

That’s not a rhetorical question; we asked hundreds of leaders in the marketing and business world about the type and tone of communications that they trust most—and why. 

200 respondents. 20 questions. And five key lessons that can help your business better connect with your customers.

#5: Over 50% of respondents said they signed up for webinars with no intention of attending.

WHAT IT MEANS: Don’t underestimate the importance of sending post-webinar communications to attendees as well as non-attendees. And go beyond just sending a tepid recap; take the conversation to the next level by prompting the audience to act on the information you’ve provided.

#4: 79% of marketers first look at work-related emails to start their workday—and 64% delete emails without even reading them due to sheer volume.

WHAT IT MEANS: Consider sending your promotional emails later in the day to increase the chance they’ll be read instead of being tossed out with the masses. Knowing customer trends can help you buck them—in your favor.

#3: 49% want their emails to be more example-driven than advice-driven.

WHAT IT MEANS: Don’t just tell your audience why something works or doesn’t—show them with facts and figures. Remember that opinions are cheap, but case studies that prove your impact are invaluable.

#2: 27% of B2B customers prefer their online publications to arrive once per month, while 23% want their content as soon as it’s available.

WHAT IT MEANS: People want timely news to arrive daily, but things like thought-leadership content can be sent less frequently—as in those times you actually have some well thought-out content that makes a splash.

#1: 54% of marketers say their biggest challenge is cutting through the noise at the beginning of the sales funnel.

WHAT IT MEANS: It’s never been more important for B2B marketers to tailor their efforts and resources to the right audience—at the right time—to drive traffic into the sales funnel.

So what’s the common denominator in these stats? Much like consumers, today’s business customers cringe at broadcast brands—and connect with those that deliver timely, relevant and actionable information that help them look like professional superstars.

But we’re just scratching the surface. To find more about the iris B2B Participation Survey and insights you can act on, visit www.iris-chicago.com/b2b-survey.