The fact that the pandemic changed purchasing habits is well-known. We have previously covered how one of our clients in the education industry adapted to a sudden digital shift in their market. This is far from the only industry that experienced large shifts during 2020. This article covers how digital marketing has allowed a manufacturing B2B company in the automotive industry to increase the number of leads coming in through digital channels, despite the pandemic.
Sales in B2B industries have traditionally been focused on building relationships in physical meetings. Because of this, the shift to digital sales processes was very noticeable for many companies. Digital leaders who were invested in their digital lead generation, on the other hand, have instead been able to grow during the pandemic.
Case: Results from digital lead generation in a B2B company
Since 2017, GO MO Group has collaborated with a company specializing in professional van racking and storage solutions. The digital strategy covers several European markets, and together with the client, we have built strong online digital assets that generate business in each market. This means that the client was not impacted as hard by the digital shift caused by the pandemic, since they were already pursuing visibility in digital channels and had a sales organization able to handle incoming requests.
B2B lead generation through digital pull marketing
One effect of the digital transformation is higher competition in the digital channels. The client chose to bet boldly despite uncertainty. The combination of a digitally competent sales organization and a stable SEO foundation let the client win a large portion of the market.
Our goal for the organic traffic has been to increase the yearly relevant visits to the website by 30%, which was achieved. In some of the markets, the traffic increased by over 100% during 2020, despite the pandemic.
An important measurement in digital marketing is conversions, which is when a web visitor completes a desired goal. Here, too, the digital strategy proved effective as some markets saw an increase in conversions of a staggering 700% during 2020.
Google: The new purchasing habits are here to stay
The recent digital trend in B2B purchasing is here to stay. A study conducted by Google researched the recent changes in purchasing behavior – how consumers’ perceptions of purchasing channels have changed during the pandemic and how they felt about them going forward. The results are not surprising: buyers do their own research online and prefer to use digital channels.
The preference for digital purchasing processes is expected to stick. Not adapting, and sticking to old processes can have disastrous effects on the company’s long-term results. On a global scale, digitalization is affecting buying behavior in an increasing amount of industries and demographics, which companies need to adapt to if they want to sell.
Between demand creation and the purchase is “the messy middle”, wherein buyers will explore and evaluate their alternatives – this is where they are amenable to corporate communication. This phase of the purchasing process is mainly located online and is characterized by the buyer being in control.
Data shows that buyers prefer to gather information on their own on search engines, meaning companies will have to use pull marketing to reach these individuals and to even be part of their buying journey at all. After that, conversion rate optimization, branding, and offerings will decide which company “wins” the buyers’ evaluation phase.
Reach new buyers using digital marketing
Demand can change quickly, and buying processes are quickly going digital. The market leaders of the future need to adapt and become fully digital to stay competitive. Large crises mean that your competitors are also struggling – if you are able to keep up your marketing and sales, you will be in a stronger position when everything goes back to normal.
How can your company generate new business through digital channels?
We have a lot of experience in B2B lead generation in both strategy and execution. Our solutions are always results-driven and based on data. Reach out through the form below and we can start discussing how your company can generate more leads.
Timothy Larsson, Digital Marketing Coordinator
Came to GO MO Group in 2020, and now works with GO MO’s communication and brand. Has a deep interest in digitalization and marketing of industrial companies. MSc in Marketing and Consumption from the Gothenburg University School of Business, Economics and Law.