In a world where numbers drive strategic choices! there is still one area in which data! technology and automation have not yet fully taken hold in controlling everyday life: the marketing of B2B companies .
The spotlight has always been mainly on the B2C consumer universe! but sinceData is the most reliable starting point for planningof new activities in a constantly evolving world – even before the technological revolution – why not make available to marketing managers! CEOs and sector workers an additional tool! useful for improving and growing ?
This is the goal of the B2B Marketing Observatory created by our friends at Marketing Arena! in collaboration with Prof. Finotto of Ca’ Foscari University of Venice: to offer more information! more knowledge! more common wisdom on how companies today react or have reacted to market difficulties ! through a research and study project of companies operating in the B2B sector [ link to download the free report at the bottom of the page! ]
Certainly a useful tool for making informed and motivated decisions.
Web Marketing for B2B Companies
Industrial district! supply chain! small and medium-sized enterprises are words that have long been present in the vocabulary of the Italian language and that allow us to underline once again the importance of B2B within the Italian rcs database economic fabric. SMEs represent a significant portion of the companies active in Italy! with a total turnover of 1!054 billion.
However! the country is still far behind in terms of investments in digital activities . In particular! the panorama painted by the Observatory’s study has highlighted how there are still many steps to be taken in using marketing levers and updated strategies.
The Observatory’s numbers
The Observatory’s research was carried out between 2019 and 2020 and examined a sample of 101 companies ! most of which recorded a turnover of between 10 and 15 million euros in 2017 .
The companies considered operate in working on audiences, budgets and ads Northern Italy in the beverage! machinery manufacturing! motor vehicle manufacturing! software production and IT consultancy sectors .
The data collected by the observatory analyzed the behaviors! trends and organization of B2B companies with respect to marketing issues with a particular focus on digital.
The Observatory analyzed the company’s approach from various perspectives: from the way digital marketing is managed! Read also “ KPI and E-Commerce: where do online sales come from? ”
Below are some of the most relevant data that emerged from the B2B Observatory study.
What role do B2B companies attribute to online marketing?
Digital is seen more as a tool for commercially positioning one’s activities! rather than as a channel through which to consolidate brand identity.
Taking care of your customers even after the purchase is an important task that allows you to enhance the brand and consolidate lack data relationships. Tools such as email marketing are as fundamental as they are ignored by most companies! which often rely on the site and social media for this type of communication activity.
What value is given to digital marketing?
The vast majority of companies (85% of the sample interviewed) allocate a maximum of 5% of their turnover to digital marketing operations! and of these! almost half allocate less than 1%.
These data obviously need to be read with the B2B lenses where the sales network of agents is very often the main channel to gain market share. However! a marketing-oriented approach could also have positive effects for the sales force: quality traffic! warmer leads and those ready to buy will lead to a streamlining of the work for the sales force.
