Usually when we talk about online marketing we usually think about companies that sell to the end customer (B2C) and we usually ignore the companies that sell to other companies (B2B).
It is true that B2B companies have less internet orientation, but before getting into details, I am going to give you some data in order to change some preconceived ideas:
- 66% of Worldwide companies are B2B.
- 41% of them already sold products or services online in 2017.
In a more recent study by Google and The Boston Consulting Group, they concluded that mobile phone is involved in 40% of B2B purchases. That is to say, that in more than 40% of the cases the mobile closed or influenced a B2B.
And so, what’s next?
The B2B buyer is already digital and we have to define a marketing strategy to attract his attention.
You have to break with the idea that B2B is fundamentally offline, because even though it is still a business model that has a vast margin of improvement in terms of digital, the people who work in it are already digital. That is, they already use the Internet in their day to day, they are informed about the product or service they want to hire.
Therefore, we find two realities:
- The B2B is increasingly oriented to online sales: the need to sell more has pushed them to bet on this channel.
- The B2B client uses the internet in the purchase decision process, so if we want to convince him, we need to start a marketing strategy.
In my opinion, these are the factors that are driving the digital transformation worldwide.
With these two ideas it is clear that companies must carry out the process of digital transformation (or digital maturity).
Therefore, it is clear that the B2B sector is already digital and that we need to treat it as such. I recommend you to read the following article on how to define a digital strategy of a B2B company, so that you can deepen on the subject.