During the marketing campaign, B2B brands email list must overcome a significant hurdle: explaining complex services to consumers.
In 2023, marketers are tackling that issue before it becomes relevant in sales conversations by educating the market on the functions of their products or service before the sales process even begins.
By educating their audiences, brands can accomplish two major tasks:
Increasing product or service awareness – Similar to demand generation, consumer education efforts try to make consumers aware of the usefulness of or the need for a product or service—whether potential customers know they need it or not.
Streamlining the sales process – When brands run informational campaigns, they create informed customer bases that already know what they’re looking for in a product or service. When customers already know what their ideal offer looks like, businesses can create sales pitches that highlight the unique value propositions that align with these perceived needs.
But brands should keep in mind that a credible voice is critical to developing consumer trust during an informational campaign. Businesses can enhance their credibility by:
Citing reliable sources when appropriate
Collaborating with thought leaders and industry experts while creating content
Being as transparent as possible about their education efforts (I.e., making sources, reports and expert testimonies available when consumers want to learn more)
Embrace value, tech and branding in 2023 growth marketing
B2B marketing trends in 2023 primarily center value, leverage tech for growth and emphasize continued brand development—tactics that all stand to help companies grow despite the looming threat of economic downturn.
