When it comes to B2B marketing for digital transformation technologies, it’s important to understand that purchasing a technology or infrastructure solution is often driven by a desire for organizational change. This change may involve breaking into new markets, shifting strategies, or fundamentally altering business operations.
Organizational change is a complex and multifaceted process that involves various stakeholders, discussions, and alignment on project milestones and success criteria. As such, the real power of B2B marketing lies not just in selling a product but in facilitating these transformative conversations and decisions.
Shifting to Customer-Centric B2B Marketing Strategies
As B2B marketers, our role in facilitating these conversations and decisions is crucial. Instead of just focusing on product features, vague benefits, or competitive comparisons, we should pivot to a customer-centric approach. This means developing content that supports completing complicated buying tasks and aids in orchestrating organizational change.
For instance, let’s say a company is grappling with integrating complex new IT infrastructure, such as the cloud, 5G, or AI. The decision to purchase isn’t just about the capabilities of the technology; it’s also about how it will transform their current processes, impact employee roles, and propel the company toward its strategic goals. It may require costs and resources way beyond the solution we provide. It also comes with the massive risk of organizational change. This is one reason that the number one reason for not closing a deal is “no decision.”
Developing Change Enablement Content for Complex B2B Purchases
As marketers, we have an opportunity to provide change enablement content that helps stakeholders understand the implications of the change, manage its impact across the organization, and unify around a shared vision for the future. Effective change enablement content serves as a beacon, guiding buying groups through the fog of uncertainty by bringing stakeholders together, driving productive conversations, and supporting decision-making.
To achieve this, we should craft discussion guides or tools that facilitate alignment on project milestones and success criteria. This is crucial in a landscape where buying groups consist of 6 to 11 stakeholders, each with distinct priorities and perspectives. We should also offer resources that delineate the roles and responsibilities of different stakeholders, enabling them to engage in constructive dialogue about the purchase and its broader implications. Additionally, providing clear, actionable information that helps groups make informed decisions confidently can reduce the time and friction typically associated with B2B purchases.
Shifting focus from a brand-centric narrative to one that deeply understands and addresses customers’ internal challenges can unlock new avenues for impact and value. Aiding buying groups in navigating the complexities of organizational change empowers customers to make ambitious, confident decisions.
Aligning B2B Marketing with Strategic Organizational Goals
In today’s interconnected business landscape, the lines between functions are blurring. Marketers are uniquely positioned to bridge the gap between products and the strategic objectives they enable. By simplifying and strategically focusing efforts, leveraging existing resources, and fostering cross-functional collaboration, marketers can gradually integrate change enablement into their repertoire.
In doing so, we not only elevate our marketing practices but also contribute to a landscape where businesses are equipped to navigate the tides of change with confidence and resilience. The path forward is one of collaboration, insight, and, above all, a shared vision for success in the dynamic world of B2B commerce, with their expanded role as facilitators of change.
Upcoming articles:
- What specific strategies can B2B marketers employ to facilitate organizational change.
- How B2B marketers can effectively address the deeper narrative of organizational change in their content.
- How B2B marketers can balance their core product promotion and lead generation
- Case studies with real-world results.
