The B2B buying journey has never been a linear one, and these days, it’s more complicated than ever. The buying committee has grown larger and more diverse. In fact, 75 percent of leaders say there are more people involved in the decision-making process than ever. Depending on the size of the deal, the buying committee can range from six to 20 people in 2023.
There are more roles involved in B2B buying decisions than ever as well, which means marketers and sales teams must be able to speak to a variety of responsibilities and preferences. Likewise, younger professionals have come to dominate the B2B decision-making process, with 65 percent of buyers today being between the ages of 18 and 40.
So, what does this mean for B2B marketers? Well, for one, purposeful branding is incredibly important when it comes to building trust with Gen Z and millennial buyers, and some will even pay more for purchases from purpose-driven companies. At the same time, channel selection is more important than ever. If you’re not connecting with these young buyers on the channels they naturally exist in, even the most carefully crafted messaging will wind up in the void.
Above all, personalization is key to achieving strong ROI. B2B marketers and sales teams get less time with decision makers than ever, so messaging must be dialed in at the individual level.
In other words, the data that fuels your B2B marketing efforts needs to be better than ever.
What It Takes to Break Through in B2B
Today’s B2B marketers must expand their audiences to encompass the entirety of the growing buying committee. At the same time, they need to be able to influence all members of the committee through thought leadership and air coverage across all channels—and not just the ones that people are using professionally.
That’s why our ID Graph represents a vital component of the modern B2B marketing playbook.
With our Identity Graph, marketers can enrich their B2B data with B2C identity to level up their marketing efforts. Enhanced by the D-U-N-S Number, ID Graph provides marketers with opportunities to reach consumers with more precision, at scale. It enables marketers to create custom audiences and focus their ABM campaigns to reach top companies across industries—while still connecting at the individual level with buying committee members in both their preferred professional and personal channels.
By employing audience data that can bridge the gap between the personal and professional attributes of B2B audiences, marketers can unlock new opportunities and higher ROI from their digital advertising investments.
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