Despite marketing leaders developing different uk whatsapp number list tactics and strategies, always based on impacting buyers with relevant messages, nearly two-thirds do not obtain the expected return on investment.
This is mainly due to the conflict and indecision that uncertainty generates when B2B customers are faced with a relevant purchase. And this conflict increases in complicated times like the current ones. One of the solutions to this challenge, according to Gartner, is to develop precise and differentiated strategies , with more personalized messages that promote commitment or engagement.
The consultancy firm's data confirms that creating personally valuable communications that increase confidence in timely decisions has been one of the trends in the B2B sector since the pandemic began. According to its Covid-19 survey, amid the current uncertainty, 59% of B2B marketing leaders have created more relevant and personalized communications in response to the new challenge.
Marketing automation guides leads through a marketing funnel and prepares them to make a purchasing decision.
However, every crisis adds new layers of indecision, doubts and postponements. Purchases have become more uncertain. Customers feel more insecure than ever. Many organizations are paralyzed by these complex processes in contexts of organizational change (it is precisely under the inertia of significant change that 93% of relevant purchases occur).
Gartner research has concluded that strengthening the quality of buyers' decision-making reduces uncertainty levels by 8%, and this ultimately impacts the growth of quality accounts. To this end, they recommend that CMOs make an effort to understand these strategic and operational changes in B2B buyers . Even more so if we take into account that many of them are already anticipating growth with the expected end of the pandemic. It is about understanding and supporting the changing context of the organization that is behind a specific purchase decision.