There is little doubt that, to reach the end consumer, a good marketing strategy must be developed and implemented with all its capacity and power. Marketing helps to profile the product and its characteristics in front of the consumer, to stand out from the competition and, no less importantly, for the potential buyer of the product or service that the company is launching to find out. As a result, companies invest a lot of money in marketing and assume that it is a crucial element in the process of connecting with consumers.

The new B2B marketing place?
But, if in the world of B2C it is clear and that everyone has supposed it, why is it not the same on the B2B market?
Marketing is very important, it is highly likely that business marketers in this field felt that their work is perceived in a less relevant way than others. "Sales, and marketing of product were the heroes of the company and the power base," says the analyst, remembering his years of work as a B2B marketing specialist. If in the world of consumption, marketing teams have the power and show the way forward, in the B2B world, it is not the same.

Consumers change, strategy changes,
If that happens, it's not because another philosophy has become fashionable or because some analysts have made visible another way of seeing things. The reality is much more pragmatic. The B2B world is experiencing an acceleration of marketing because the way consumers approach their products makes it necessary.

Ten years ago, the sellers had the power over the processes of consumption. They controlled the information and were therefore responsible for establishing the data flow. They told potential buyers what they wanted to know. It was, so to speak, the indisputable reign of the seller.

Today, however, things have changed. B2B buyers have applied many of the elements that mark their consumer purchases to the corporate universe. They are becoming more digital, they want more power and make informed purchasing decisions. The buying process no longer begins with an advertisement, but with a Google search for the product in question that is searched for.

The data, is clear. 92% of B2B purchases start with an Internet search. 68% of professional buyers prefer to search for information themselves on the web (in 2018 it was 53%), 60% do not want ads to be their main source of information and 62 say they can now do a list of potential finalist brands to buy using only the content they find online. 75% also use social networks to find out more about the sellers that interest them.

Like consumer organizations, Business dealing with other businesses to sell their products also need to make customer experience a turning point, increase data usage, focus on building trust, or work on personalization. In other words, they must be able to work with a more complex strategy, as do their fellow consumers.

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