The Technology Marketer's Brief
Today’s issue:
For most of us, it has become second nature to ask Siri, Alexa, or Google for answers to everyday questions. And why not? We save valuable time and effort by voicing our queries instead of typing them into our devices. In fact, last month Forbes reported that “90% of consumers believe that voice search is faster and more convenient than text search.” Advancements in AI and machine-learning capabilities have made it possible to get quick, accurate responses to even complex voice searches, broadening its adoption to the B2B industry. As the preference for voice search continues to rise, marketers will need to adapt their current SEO and marketing strategies to ensure they can meet the needs of both text-based and voice-based queries.
The days of exclusively relying on Google to find information online are a thing of the past. Today, folks are swarming toward different avenues, such as social media, to get their answers. HubSpot reported that “Gen Z and Millennials are at the forefront of this trend, with around 29% of these two groups opting for social platforms over traditional search engines to find information.” And that's not the end of the story – generative AI is also making its way onto search result pages, shaking up the familiar way we've been searching online all this time.
Modern B2B technology buyers are a mysterious group. Smart, informed and tech-savvy, they like to keep to themselves and are typically challenging to reach. With limited visibility into the behaviour of tech buyers, it can be difficult for marketers to evaluate where these prospects are in their purchase journey and how best to connect with them. Many organizations are now utilizing intent data to help them better understand technology buyer behaviour and improve marketing success.
A recent Gartner survey shows that organizations using intent data are two times more likely to have a 10% conversion rate compared with the 6% average conversion rate experienced at the top of the marketing funnel.