The B2B buying process is changing. Improve B2B marketing and keep your results ahead of the curve with real-time content, social selling, and more.

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3. Engage your audience with video and YouTube.

85% of the US audience is now viewing video online on a weekly basis, and 37% of B2B customers access videos via mobile devices to research products and services. It’s more important than ever to refine your video strategy to adjust to changing technology and available marketing techniques. And don’t worry if your budget is small but your goals are big—effective video marketing doesn’t require  heavy production—just a smart message that’s relevant to your target audience. Watch B2B Video: Best Practices and Techniques to see how Cisco uses video to reach their target audiences.

 

4. Adopt social selling and monitor buying signals.

According to a study by IBM, 75% of buyers are likely to use social media in the purchase process, and when IBM adopted a social selling pilot program, they saw a 400% increase in sales. Wow! But what is “social selling”, at least in the context of digital?  It’s pretty simple—leveraging social networks, content, and the entire digital ecosystem to build meaningful connections, nurture relationships, share expertise, and position yourself as credible and trustworthy—all critical parts of the sales process, whether offline or online. (I like Jill Rowley’s deep dive into the topic.)