How B2B marketing is changing with emerging mobile technologies?

The advancements in mobility, analytics, cloud and social are occurring at a rapid pace. With that, the adoption of emerging technologies like artificial intelligence (AI), virtual reality (VR) and the Internet of Things (IoT) has also increased dramatically, transforming the way users engage with your business.

These emerging technologies have a profound impact on the purchasing behavior of the B2B customers. Their decision-making has become fickle, demanding and highly informed. In order to efficiently cater to ever-evolving needs of the B2B customers, enterprises are transforming their business and delivery models, by embracing some innovative technological concepts and solutions. In fact, enterprises are now more likely to experience evolutions in the marketing techniques as more and more trends and concepts emerge.

Today, the ability to respond to customers in real time across various stages of the customer lifecycle is a great differentiator. Though this practice is in use, B2B marketers will invest more in real-time interaction such as quick solutions to customer queries, product enhancements, and service delivery. Let’s take a look at some other ways the B2B marketing landscape will transform due to the disruptive innovation in emerging technologies.

1 – Data-Driven Marketing:

In order for a business to succeed, understand customers and their behavior is of prime importance. Knowing your customers thoroughly will help make an informed decision and take appropriate actions. Since marketing functions are specifically dependant on the accuracy and quality of consumer data.

Strategic profiling, Audience optimization, Intelligent targeting, and sales acceleration are the activities that are highly affected by the inaccuracy and poor-quality customer data.

Practically, the better you know your customers, the more of an advantage have. You need to align your product and services, communication, sales and customer service with the rising demands of your B2B customers. And there are various simple to highly technical ways to do it.

• You can have a well-trained customer service staff or sales representatives, interacting with customers directly to resolve issues.
• You can conduct customer surveys or set up a listening station to get more insights into customer requirements and queries.
• Embrace high-tech trends like machine learning and Artificial Intelligence to automate and power customer knowledge systems. With these technologies, you can deploy analytical dashboards that provide a holistic view of your marketing strategies and campaigns.

Being data-driven and data-focused will help you strike a balance between different user inputs and utilize them to innovate for customers.

2 – Virtual Reality (VR):

Most of the premium B2C are providing an immersive experience for customers with the help of Virtual Reality. Witnessing the extent of customer engagement and success this technology can drive, a lot of B2B marketers and companies have followed suit.

Virtual Reality allows marketing pros to demonstrate their products and services and get the customers hooked, especially when they’re in the decisive phase. Creating interactive demos can simulate compelling scenarios that allow customers to experience the product workflow. With the evolving consumer behavior, Virtual Reality is a sure shot way to unleash creativity, grab customer eyeballs, and deliver a great experience in novel ways.

3 – Personalization:

Alike B2C customers, the modern-day B2B consumers also expect personalization. This is the reason why there’s increased dependence on digital channels. The marketers and sellers are expected to be present where the customers are while engaging and providing individualized content to them on the go.

Several marketers are now considering personalization as a must for customer engagement. They are adapting their strategies to align with personalization techniques while leveraging the emerging technologies to provide customers with instant access to information. At the same time, B2B marketers are yielding real-time customer behavioral data to feed into the artificial intelligence or prediction-based tools. Utilizing this data, in turn, ensures contextual engagement with a variety of buyer personas across various channels and businesses.

It’s time every marketer taps into the potential of the emerging technologies to strengthen B2B customer relationships, enhance customer loyalty, retention and revenue growth. What are your views on bolstering customer lifetime value leveraging emerging technology trends? Share it with us using the comment section below.

Guest article written by: Patel Nasrullah is a co-founder at one of the Top mobile app development Company USA, Peerbits. He devotes his time in inspiring young leaders to take the leap of faith. With the experience of 10 years in Web and App development, he now gives full attention to the enterprise by offering mobility solutions about the strategic planning and execution. LinkedIn, Twitter.