Consumers are increasingly in control over the course of their buyer’s journeys. Instead of being exposed to ads and communications from whichever companies scream the loudest, buyers are now doing their own research to find the best solutions to their problems. This paradigm shift is clear in both B2C and B2B purchasing, and is something to which companies must adapt.
Pull Marketing means communicating towards individuals with pre-existing demand. Implementing Pull Marketing involves positioning oneself to be visible in the recipients’ channel of choice at the time they are looking for products and services, rather than pushing one’s offerings in the hopes of creating demand.
An Accenture report shows that 94% of all B2B buying processes begin online. A report from Postnord shows that 87% of the research process takes place via Google / Search Engines. The statistics also show that B2B consumers do NOT do their research via advertisements.
With this information, it is easy to understand where to focus to increase sales. You must be available when the customer searches for you on the right channels, with the right information in hand. The important thing is to understand what the customer wants online – this is called Pull Marketing.
Pull-marketing is about getting in touch with everyone who is looking for your specific services and products. Companies must change their marketing plans, reduce quantitative campaigns and prioritize a qualitative Pull-marketing strategy that creates measurable growth. Take advantage of the digital transformation in marketing and become more specific in your marketing activities to create results and increase sales.
The trend is clear: companies need to change their focus and understand the possibilities of marketing and communication that is driven by existing market needs. The future of marketing is Pull.
“Return on Investment will be very high if we capitalize on existing demand created by the market’s collective marketing activities.”
Marketers must strive to be useful in their communication, focusing on solving the customers’ challenges and answering their questions. Pull Marketing is all about helping customers buy, rather than talking about one’s own selling points.
Pull Marketing means a wholehearted focus on and adapting to the customer’s needs and their behavior. Using available data, we can tailor our marketing activities to always meet the right target group, on the right channels, in the right way.
Our data-driven processes ensure that your strategy is adapted to your buyers’ actual purchasing behaviors.
Regardless of the scope of your digital marketing ambitions, we have the capacity to scale up and dedicate the resources needed to reach your goals.
Pull Marketing lets you reach the right decision-makers in relevant companies. We have a lot of experience in transforming how B2B companies reach new corporate clients.
“If we can’t sell to customers who want to buy, we probably can’t sell at all.”
Additional Services
Our Pull Marketing services create strong digital assets that generate business value over time. Read about our specific services, or contact us to explore which marketing mix is optimal for you.
