We are living through history’s biggest paradigm shift in communication
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.
Be visible when the customer searches for you
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.