As the dependency on technology increased, many B2B subscription-based software providers made their products more accessible. By offering key features for free and reducing the cost of premium ones, they’ve helped users save much-needed budget in the short term. And by expanding the opportunity for consumers to experience their solutions, tech providers become integral to their customers’ daily lives. This improves adoption, retention, and revenue in the long term. Google, Microsoft, LogMeIn, Zoom, and Cisco Webex all began offering extended free trials to global companies to facilitate remote working.
2. What has changed ?
● The coronavirus pandemic & the resulting economic lockdowns have made
traditional marketing, sales, and lead generation techniques difficult
● People have started to go "contactless". newspaper & magazines ?
● People spend more time indoors. Billboards, outdoors ?
● People have started working from home and following social distancing.
conferences, trade shows, events and face-to-face meetings?
● Platforms like Netflix and Amazon Prime are gaining enormous popularity.
Youtube has hit the peak in India. TV ads ?
3. Other Pre Covid Factors
Cold calls and emails are irritating.
Our attention spans are also getting smaller.
Marketers look at real time data
People trust their friends and family and help them decide
Conclusion
Customers have changed. Spending patterns have changed. People's priorities
have changed. How people spend their time has changed. So marketing & sales
techniques NEED TO CHANGE
4. Your Product / your offerings
What is the big problem you are solving ?
Whom are you selling ? In b2b industry, is it purchase person, influencer, user, decision maker.
International marketing to channel is b2b
How is the b2b product procured ?
User Technical Buying influencers
Internal Champions/Coach End User
Decision Maker Finance Dept
5. Buyer Persona
A buyer persona is a detailed description of someone who represents your target
audience. This is not a real customer, but a fictional person who embodies the
characteristics of your best potential customers. You'll give this customer persona
a name, demographic details, interests, and behavioral traits.
(Use Hubspots buyer Persona Tool)
6. Digital Marketing Strategy / ABM
Optimise your website: Loading (in 4G and above), SEO. CDS
Check Length of ordering process, delivery information, technical support
Incentive Influencers, advocates
Loyalty Program, Afliate Program
Blog Posts, Medium, ebooks
Email Marketing : Drip, Newsletters, updates, transaction emails,
Infographics
Landing Pages
7. Webinars / Free Courses
Provide Free Courses to increase adoption, expanding user base. Provide
certificates to the people “who study” your courses
Distibute content on social Media
Facebook , Instagram, Twitter, LinkedIn, Pinterest, YouTube, Quora
Advanced Tools like Sales Navigator
Customised offers, Individualised Marketing
8. Interface with customers
How many businesses make it difficult for potential customers to contact them!
Let customers and prospects contact you via: •
Phone (a toll-free number if feasible) •
Instant messaging (Whatsapp, Facebook Messenger, Viber, Telegram),
Email, Chat, Chatbots (AI)
Social Media
Interface with CRM
9. AI in International Marketing
Chatbots, Contextual Communication, NLP
Drive sales through speech recognition systems, OCR (IMP non English world)
Create marketing content - articles, posts, videos
Detect new trends from real-time social media conversations
Improve Campaign performance
Leverage Maps like Google Maps, other speech recognition tools like Siri, Google,
Alexa.
10. Free / Freemium / Low Cost Tools
Audience Generation : Hubspot
Content Idea : Buzz Sumo
Email Marketing : Mail Chimp
SEO Tools : Yoast plugin in wordpress
Social Media : Buffer, hootsuite
Employee Advocacy : Bambu App
Key word search : Google, Ubersuggest
