The Ever Evolving Demand and Lead Generation in Australia: B2B, B2C and B2B2C
Luke Goldsworthy
Digital | Retail | Artificial Intelligence | Cyber Security | Marketing | Procurement | Buying | Advisor | Speaker | MAICD
As businesses in Australia continue to look ahead while trying to stay ahead for the next few years, the demand and lead generation landscape is evolving rapidly, with companies looking to stay ahead of the curve. What is happening for demand and lead generation in Australia for #b2b, #b2c, and #b2b2c??
B2B is embracing digital, and according to a white paper published by commercetools , B2B digital sales are predicted to exceed $20 trillion by 2027, with a compound annual growth rate of 17%. This trend is expected to continue to gain momentum, driven by the growth of self-service options, automation, and enhanced customer experiences. This highlights B2B businesses need to ensure they have a robust digital platform to cater to the changing demands of their customers or risk losing customers to an alternative.
Manning and Co Group stated recently a fundamental in B2B marketing is the rise of even more detail in account-based marketing (ABM). ABM is a personalised marketing approach that targets specific accounts or companies rather than a broad audience. ABM allows businesses to develop tailored messaging, increase engagement, and generate quality leads. ABM is becoming increasingly popular because of its effectiveness, with studies showing that 87% of marketers report that ABM delivers a higher ROI than other marketing activities.
As we have known for some time and as the National Retail Association has identified, personalisation is critical for B2C businesses, with more and more big and small retailers becoming better at how they utilise. Personalisation is using customer data retailers gather and partner with to provide tailored recommendations, offers, and content. Personalisation can and should improve the customer experience, increase engagement, and drive sales. Epsilon says personalised emails have an open rate 29% higher than generic emails. B2C businesses need to leverage personalisation technologies to meet the expectations of customers. According to a Forbes report, companies that use data-driven marketing strategies are six times more likely to be profitable.
HubSpot identifies the importance of omnichannel marketing for #B2B2C businesses in 2023. Omnichannel marketing covers the use of multiple channels, such as social media, email, mobile, skywriting, and offline, to reach customers at various touchpoints in their journey. Omnichannel marketing provides a seamless customer experience and increases engagement. So very important when trying to create loyalty to your brand. According to a survey by Aspect Software, companies that adopt omnichannel strategies have a 91% higher year-over-year increase in customer retention compared to those that do not.
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Australia's demand and lead generation landscape is changing rapidly, with businesses needing to stay ahead of the curve to succeed. Companies need to embrace digital commerce, adopt personalised approaches to marketing, leverage omnichannel strategies, stay on top of technologies and adopt data-driven marketing to generate quality leads and meet the changing expectations of their customers. Suppose you are doing sponsored white papers, creating weekly newsletters, organising meetup events or doing a company-sponsored webinar. Do it right to capture the customer for the effort you putting in.
Businesses need to continue to self-check and self-assess to ensure success in the years to come.? It isn't a 'set-and-forget' mindset that will win.? Platforms and technologies are constantly changing to help companies maximise their potential.? Ensure you are researching and making decisions to take advantage of the best tech to suit your business.
And we haven't even talked about using AI...next time.
(I like dogs, hence the picture. No relevance to the article, or is it???)