This was more of an issue a decade or two ago. It is very difficult to run any kind of meaningful B2B marketing campaign without extensive use of digital tactics. Digital is really just a much more efficient electronic form of traditional marketing. (Email marketing is direct marketing, for example.) Most CEO's and others who may have some resistance to digital can be persuaded by the power and influence that comprehensive self selectable fulfillment can provide to fuel their sales growth. We have been doing digital marketing since Google was founded in 1998, so it seems more like conventional marketing at this point.

To encourage a client resistant to digital B2B marketing tactics to make the shift, begin by focusing on results and relevance. Share clear, data-driven examples of how digital strategies have successfully improved visibility, lead generation, and conversions for similar businesses, making it evident that digital marketing can lead to measurable outcomes. Present industry trends that highlight the importance of a digital presence in reaching today’s B2B buyers, who increasingly rely on online research and interactions before making purchasing decisions. Address specific concerns they may have, whether it’s budget, complexity, or past experiences, and offer scalable solutions—like starting with a pilot campaign.

The real question isn’t whether to “shift” to digital Marketing but rather how to make their Marketing mix genuinely relevant to their audience. Here’s how I approach this challenge: - Blend online and offline tactics to reach the audience across multiple touchpoints - Focus on strategy and clear goals so every effort aligns with business objectives - Share case studies from similar industries to show the impact - Start small-scale to get started without a big commitment - Challenge “business as usual” by exploring fresh approaches (this is why clients work with me!) Remember: 'Digital' is a part of the Marketing mix, it's not stand-alone.

To convince a client resistant to digital B2B marketing tactics, begin by acknowledging their concerns and understanding the reasons behind their hesitance. This creates a foundation of trust and opens the door for constructive dialogue. Share compelling data and case studies that demonstrate the effectiveness of digital strategies in their industry, highlighting success stories from similar businesses that have seen measurable results, such as increased lead generation, higher engagement rates, or improved conversion metrics. Next, emphasize the changing landscape of buyer behavior, illustrating how today’s B2B customers increasingly rely on digital channels for research and decision-making.

Reassure them in your experience behind your recommendations. Use case studies which give them real life examples of similar businesses within their industry that have seen success in digital marketing - include data to prove this. Offer a tiered budget so your client can choose to dip their toe in the water should they not wish to start with a large investment. Continue to measure and share results throughout execution.