Why Cross-Platform Marketing is Critical to Both B2B and B2C Businesses

by | 2 minute read

The dif­fer­ences between B2B (busi­ness to busi­ness) and B2C (busi­ness to con­sumer) cus­tomers are becom­ing slim­mer with each pass­ing year. Forrester’s B2B And B2C Com­pa­nies Face Sim­i­lar Hur­dles With Com­plex Buy­er Jour­neys report reveals that both types of cus­tomers pre­fer to make emo­tion­al­ly-dri­ven deci­sions and are inter­de­pen­dent and fick­le. They both also val­ue per­son­al­ized buy­ing jour­neys and data-dri­ven insights so that they can bet­ter per­form inde­pen­dent research into their poten­tial pur­chas­es.

Emo­tion­al­ly-dri­ven cus­tomers of either busi­ness type find the pur­chase jour­ney extreme­ly impor­tant. How­ev­er, with a slew of both tra­di­tion­al and dig­i­tal mar­ket­ing efforts dri­ving the buy­ing process, it can be dif­fi­cult for busi­ness­es to effec­tive­ly track the cus­tomer jour­ney and, there­fore, pro­vide fur­ther per­son­al­iza­tion. For­rester says that in order to bet­ter engage cus­tomers, busi­ness­es need to switch their focus to cross-plat­form inte­grat­ed mar­ket­ing.

Why it Matters

Adop­tion of cross-chan­nel cam­paign man­age­ment and mar­ket­ing automa­tion tech­nolo­gies is poised to near­ly dou­ble in the next year as many com­pa­nies plan to imple­ment in the next twelve months,” reports For­rester. This mar­ket­ing tech­nol­o­gy soft­ware allows busi­ness­es to bet­ter under­stand which stage of the buy­ing process poten­tial cus­tomers are cur­rent­ly in, even when they’re engag­ing on mul­ti­ple plat­forms. Once mar­keters know which stage the prospect is in, they can deliv­er more insight­ful and effec­tive con­tent when it is most need­ed. This strat­e­gy will give busi­ness­es the omni-pres­ence that a grow­ing num­ber of con­sumers have come to expect.

For­rester says, “Cus­tomers are spend­ing less time inter­act­ing with busi­ness­es before mak­ing a pur­chase deci­sion, so reach­ing dig­i­tal­ly empow­ered audi­ences with rel­e­vant con­tent, that guides them through the cus­tomer jour­ney, is crit­i­cal for mar­keters.”

No mat­ter who your clients’ tar­get audi­ences are, you can find infor­ma­tion on their demo­graph­ics, pur­chase intent, and adver­tis­ing pref­er­ences in the range of audi­ence pro­files avail­able on Audi­enceS­CAN on AdMall by Sales­Fu­el. Don’t just tell your client about how con­sumers pre­fer inte­grat­ed mar­ket­ing cam­paigns, show them which adver­tis­ing types their tar­get audi­ence are most recep­tive to.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.