B2B Website Essentials, Brand Trust, and More
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In this week’s edition:
?? AI Has the Power to Change B2B Market Research Forever︱Marketing Week
The B2B marketer’s primary responsibility is to gain a profound understanding of today’s customers. Market research is traditionally slow and expensive. Yet luckily, AI is poised to transform it—making the process faster, easier, and more accessible. Trained on vast amounts of internet data, AI models are well-equipped to analyze brand performance and provide quicker preliminary answers at a lower cost compared to traditional market research surveys.
Despite the surge in B2B advertising and MarTech investments, the data necessary for achieving success is often ignored. Effectively utilizing data is crucial for B2B marketers looking to enhance ROI on B2B advertising and tech investments. One key area where data can yield important results is business-to-consumer identity linkage. Specialists recommend that B2B marketers actively seek partners who can offer linkages tying business and consumer data together—all to develop an interlinked web of multi-channel B2B audience targeting data, which will allow for unparalleled reach, expansion, and measurement.
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?? 4 Pillars of B2B Brand Trust︱Inc.
Want to win over today’s savvier and increasingly more skeptical B2B buyers? Don’t forget to show competence, integrity, reliability, and empathy when interacting with them. These four pillars, as identified by experts, form the foundation of B2B brand trust. Companies aiming to build brand trust should establish a professional social media presence, delivering accurate content through all channels and making use of high-quality visuals. Moreover, experts highly recommend utilizing content marketing to build thought leadership and educate audiences. Yet it’s also important to note that maintaining trust requires continuous effort.
A B2B website is essential for effective marketing communication, but many neglect the features and functionality that make it impactful. To ensure that business buyers find what they look for when making purchase decisions, such as content relevant to their immediate needs, industry players suggest paying attention to a few B2B website essentials. These include a clear message on the homepage, avoiding the use of fancy words and brand speak—and educational content offering valuable, non-salesy information to address the problems faced by buyers.
Initially met with skepticism, ChatGPT is already utilized by B2B pros for thought leadership. But the use cases for ChatGPT are expanding fast. Leaders in our industry emphasize the importance of utilizing ChatGPT as a complementary tool for enhancing consumer engagement. They also acknowledge that humans still hold an advantage over ChatGPT: AI has limitations and is unable to think critically or outside the box. This underscores the crucial need for collaboration between ChatGPT and B2B pros to achieve the best outcomes.