Eureka Moments That Should Influence Your B2B Thought Leadership Strategies

Much like Archimedes, many leading executives and business leaders admit that some of their most revolutionary discoveries came to them when they least expected them.?

Eureka! These are the words that famous mathematician Archimedes shouted as he ran naked down the street when he discovered how to measure the amount of gold in the king’s crown.?

Often a shout of excitement or satisfaction, or an "Aha!" moment, a eureka moment marks the change from not understanding to spontaneous comprehension of a solution. The sudden comprehension then elicits a positive effect which leads to the person being fully convinced that the solution is, in fact, proper.?

The ability to sell products in today’s world is quickly starting to rely on the eureka moment rather than previous methods such as brainstorming sessions — and for a good reason. The market is now fast-paced, with trends coming and going in a snap of fingers.

1. Buyers are doing more searches than before

We are living in the digital era, and for this very reason, many potential buyers first search online before making a purchase. More so, almost half of the current business-to-business (B2B) buyers are under the age of 35. Marketers, therefore, need to adapt as B2B buyers change.?

For instance, many buyers prefer buying online due to its convenience. It is, therefore, imperative that your organisation invests in online content creation and marketing. Customers will continue to favour your business if you have a content marketing strategy that features high-quality content (such as articles, resources, newsletters, videos, or even podcasts).?

Establishing a target audience and maintaining a regular and consistent supply of information are all essential components of content marketing, which promotes sales.

2. B2B marketing is still human-centred.

While you may be targeting an organisation to sell your products, you must understand that behind the face of the company, there are humans. These are whom you should focus on selling your products to rather than the organisation.

Therefore, to make any sales, you must tap into people’s emotions and humanise the interaction.?

The secret to successfully developing your marketing strategy is to grasp the human part of your customers' journey. This includes learning to communicate in the same manner as people do rather than in the form of marketers.

3. Word of mouth is a crucial part of B2B marketing.

Most new business results from existing customers’ word of mouth. Word of mouth is free marketing for your past and continuing customers.?

Many people, including businesses, still rely on reviews about a product or service from people they trust. These could include family, friends, influencers, celebrities, etc.?

It is, therefore, paramount that you take a keen interest in word-of-mouth marketing. You can do so by, for example, using the services of influencers to review your services or products positively.

4. The customer experience is paramount.

Word-of-mouth marketing is tied to the kind of experience that your customers have or had when they used your products.?

Simply put, customers who have a fantastic experience using your products or services will most likely recommend or leave a positive review.?

Businesses that provide an exceptional customer experience have a better chance of outperforming their rivals; as a result, customers will spend more money with your company (and less with the competition!)

5. Face-to-face events are essential.

This goes back to the point we discussed on B2B marketing being human-centred.?

Despite the rise of virtual events, face-to-face events such as tradeshows remain the most effective way to market products and services.?

These events allow you to receive real-time feedback on what prospective customers find valuable about your product or service and how it has benefited them in the past or will benefit them in the future.?

In addition, it enables real-time information on any disadvantages or enhancements your customers would like to have incorporated.

How to establish ideal conditions for eureka moments in your marketing team

Company CEOs, marketing managers, content managers, and insights leaders must cultivate a culture that encourages and celebrates "eureka moments" for their companies to succeed in the current market.?

You can adopt an open communication model to encourage these eureka moments in your organisation. Open organisational communication happens when employees are empowered to share their thoughts.?

In marketing, this model of open communication is essential. When members of your marketing team can express ideas to one another, eureka moments are far more likely to happen. When team members bounce ideas off of each other, the likelihood of coming up with one great and better vision is much higher.?

Additionally, open communication can help build trust in the organisation and sows the seeds of transforming employees into co-entrepreneurs. Employees are more likely to pursue solutions for sales and marketing naturally and without having to be pushed.

B2B strategies have evolved.

When you think of B2B marketing strategies, it’s easy to think primarily of direct and outbound techniques. These are the kinds of messages that you might deliver directly to customers or prospective buyers that you've already identified.?

The purpose of a direct strategy is to compel and persuade the target audience to the point that they take action and buy the products or services you offer.?

However, the B2B marketing techniques world has grown, and the behaviour of those interested in purchasing professional services has evolved. This has broadened the range of B2B marketing strategies at your disposal. Keeping ahead of the competition in today's market requires using diverse tactics.?

The essential thing is to keep moving forward and avoid getting comfortable. Your company needs to continually evaluate its business-to-business marketing strategies and look for ways to improve them to maintain its competitive edge.