A combination of incredible engineering and access to capital allowed Amazon to become a truly inconceivable sales business a decade or so ago.
Regardless of the constraints of its physical location, Amazon has made it possible for many of us to go to a retail business for more than just a gas tank or a cup of coffee. And by consolidating a growing percentage of our buying and consuming behavior, Amazon is not less and less aware of us and does not really know if it wants to.
Although we can certainly ask if the final game is good for society, B2C marketers know that in the short term, it's up to them to accept the reality and try to play in the game. Amazon.
When it comes to organizing cataloging operations, department stores, superstores, suburban shopping malls, and Amazon, it's the similarities that emerge more than the differences. It is the strength of each concept taken individually and together that B2B sellers should all try to capitalize.
1. Go where the buyers go
In B2B, you do not have to dive into the many years of academic research to decide where to put your storefront, you know you have to be on the web.
But being open to incoming businesses is simply not enough. Retailers use pedestrian and car traffic data to locate their next store. B2C brands know that they must be on Amazon.
Every B2B seller needs to know where buyer traffic is already concentrated. You must know where your total available market is when you are on a buyer's trip, and you must also be present.
Surfing the gravity of Google. Although it's not yet Amazon for B2B, Google has the same kind of "Internet severity" for us. When a buyer begins his journey, he turns to Google and speeds up his searches, which is why you can and should use search engine optimization and paid search on Google.
However, you should also study who always ranks high on and around relevant topics and see if you can do the same thing. Look for high-level third-party properties that will allow you to add your content and offers. Then, create your campaigns to connect and fold their audience to you.
Be sure to advertise to buyers rather than to internet users. Although there is a lot of navigation on Amazon and advertisers can stimulate impulse buying, B2B buying behavior is very different, as are the outlets that support it.
In B2B, we all spend a lot of time on the Web reading things that matter to us without ever demonstrating what we could recognize as the intention of actual purchase. It would be easy to dedicate all of your advertising budget to demographics or sites that have no contextual relevance to what a buyer is really looking for. Make sure the outlets to which you have limited your survey can show how their content supports the search efforts of the people you need to add to your funnel.
2. Bring the buyers to you
I think we can all agree that we are still not where we need to be with the retargeting of advertising. When I shop on Amazon, I'm definitely not on the market for my next martech stackware.
The context continues to be a hindrance for many B2B advertisers. But by thinking exactly what you are trying to accomplish you can better define a strategy. To generate maximum return on investment, you must consider your solution among the companies in the negotiation phase.
On Amazon, you want to promote your offer whenever someone buys products like yours. A true intention of third-party buying can put you in the context you need to bring buyers into your store. By advertising in and around editorial content designed to support buying decisions, it becomes natural for your target audience to pay attention to your message and click on your website.
3. Know What Real Buyers Want
Once you have reduced your advertising goal to the optimal number of outlets, you must access a significant volume of actual buyers in your specific market category. Then you have to make sure you have all that is needed to convert these people into prospects. This can be more difficult than it seems.
Although many advertising providers can now target some businesses with some accuracy, apart from the activity of your own program very few of them can tell you what that works with your audience and is not.
This is exactly the kind of information that Amazon has concealed from sellers until recently . Here is another area where the best supplier of purchase intent can help you. They must be able to show not only your own effectiveness, but also what attracts the attention of your target audience, be it editorial or promotional material.
To improve your own performance, you will want to study this question closely and modify your material according to the needs of your customers.
4. See what the real buying groups are doing
Even though we understand how buying groups actually behave, too many organizations continue to resort to some sort of rigorous approach to juries to get demand in the interior accounts.
First, they find accounts that they think are active. If they get clicks on ads or incoming web traffic, they then assign Sales Development Representatives (SDRs) a list of all potential users with titles similar to those who held the most. authority in their previous sales.
The problem is that they can not be sure that the account is viable and that they have no way of knowing where the behavior comes from in the account. This approach leads to far too much tele-spending and too little contribution to the pipeline.
The intention of others is much more than a mechanism of generation of probes in the ancient . Instead, a quality supplier should be able to show exactly who is presenting the buying behaviors to his role and function, his name, and even his contact and consent information.
5. Engaging Buyers for Yourself
Once you've found an active buying team with the right information, purchase intent data helps you become more efficient by knowing which accounts and shopping centers to target.
Similarly, as you can see who is interested and what interests them, you can be much more effective with your own outreach. Whether you choose to deploy targeted marketing on or use people-based tactics to tackle them more aggressively you can not guess exactly who's going and how to open the conversation.
The intention of real purchase gives you a similar look to that of Amazon on who exactly seeks what. In addition, as this is now data we are talking about instead of advertising, these buyers are directly available to you to engage through your own systems and processes.
Not exactly Amazon, but something you should definitely enjoy
Although each of us is free to judge how far Amazon's incredible convenience has gone too far, the impact of actual purchase intent data on the companies that benefit from it does not. is more to debate. ]
Approaching 2019, if you are looking for a way to accelerate the positive changes in your demand generation performance and you have not studied the resources of the intentions of the. purchase available in your market,.
The opinions expressed in this article are those of the invited author and not necessarily Marketing Land. The authors of the staff are listed here .
About the author
John Steinert is the marketing director of TechTarget, where he helps technology companies offer marketing and commercial services focused on buying intentions. After spending most of his career in B2B and technology, John has gained outstanding notoriety in helping global leaders such as Dell, IBM, Pitney Bowes and SAP, as well as emerging, fast-growing players. He is passionate about quality content, continually improving processes and generating significant business results.