Every modern B2B marketer can play a pivotal role in achieving their marketing objectives and increasing revenue by using the power of two key resources – market research and community.
Read more to learn how research insights and authentic connections within an online community can positively impact your B2B marketing initiatives.
Level-up with market research.
Gain a competitive advantage with credible insights for internal and external impact.
1. Inform your internal marketing strategies and business decisions.
Custom research solutions combine the knowledge of industry experts and primary research data, providing B2B marketers with powerful information to improve marketing and content strategies, advance product development, and better understand their target audience, market, and competitive landscape.
By using fact-based insights and custom research programs, marketers can enrich their marketing, content, and product development strategies (e.g., testing product concepts and messages, brand positioning, audience and market profiling, feature prioritization).
2. Use data-driven content to fuel demand generation campaigns that are relevant to in-market prospects.
When you equip potential technology buyers with outcome-centric and vendor neutral research insights, it enables them to make better informed decisions along their buying journey.
Credible research insights and data-driven content assets add an authoritative voice to support your messaging and/or position within the market. With access to actionable knowledge and brand-neutral expertise from research specialists and seasoned analysts, you can establish your business as thought leaders in the industry.
What’s more is that research solutions provide market-facing assets that not only resonate with your target audience but are aligned to your marketing objectives as well.
Another aspect gaining popularity is adapting research reports using video marketing and visual storytelling tactics – such as infographics, eBooks, webinars, online assessments, and premium custom reports. When tech buyers conduct research, they can get overwhelmed with an abundance of information available, so illustrating research insights through visual and video content is a great way to amplify demand generation efforts and ensure continued engagement.
3. Tap into the power of community. Build authentic connections and relationships with key decision makers.
A community gives B2B marketers a platform to engage the “buying collective” of IT decision makers (ITDMs), business decision makers (BDMs), and influencers. Tech buyers are active on online communities because they find it to be a great space to connect, discuss projects, answer questions, and share information about vendors and new products through ratings and reviews. For B2B marketers, being a part of a community where users are in the work mindset is the best way to understand and connect with their target audience.
Another aspect to remember is that tech buyers want to connect with brands and other tech buyers online. To establish a stronger relationship, engage with them meaningfully and educate them in a way that highlights the value they can derive from your solutions to help inform their purchase decisions.
Moreover, there’s no better place than a community to establish trust and guide in-market prospects through their decision-making process. It also allows marketers to create top-of-mind brand awareness and showcase branded content through vendor pages and other forums.
Ultimately, in the competitive world of B2B marketing, it’s about contacting the right person or group of people, with the right messaging, through channels where they are active, and with content that keeps them engaged to establish trust and meaningfully connect.
Enterprise B2B marketers equipped with market research and actively engaged in communities to support their broader brand and demand generation efforts have the perfect marketing formula to be successful. Because they not only reach in-market prospects with relevant messaging, they also connect, engage, and guide IT decision makers through their buying process – which ultimately has a positive impact on sales.
Connect with us to learn more about how you can add market research and community to your B2B marketing kit.