Usually when we talk about online marketing we usually think of companies that sell to the end customer (B2C) and we usually ignore the companies that sell to other companies (B2B).It is true that B2B companies have less internet orientation, but before getting into flour, I am going to give you two data from an Adigital study to change some preconceived ideas: #Chief Email List
70% of Spanish companies are B2B.
43% of them already sold products or services online in 2016 (I have not found more updated data, nor the original source of Adigital). I understand that what you want to say is that you have done some online transaction in the last period of analysis and not that you have an e-commerce platform as such.
In a more recent study by Google and The Boston Consulting Group, they concluded that mobile is involved in 40% of B2B purchases. That is to say, that in more than 40% of the cases the mobile closed or influenced a B2B.
What do I mean by all this?
B2B companies are much more digital than we think
I’m not going to go to the other extreme saying that B2B e-commerce has exploded. Absolutely. The intention of this article is to highlight a reality.
The B2B buyer is already digital and we have to define a marketing strategy to attract his attention
You have to break with the idea that B2B is fundamentally offline, because even though it is still a business model that has a vast margin of improvement in terms of digital, the people who work in it are already digital. That is, they already use the Internet in their day to day, they are informed about the product or service they want to hire.
Therefore, we find two realities:
The B2B is increasingly oriented to online sales: the need to sell more has pushed them to bet on this channel.
The B2B client uses the internet in the purchase decision process, so if we want to convince him, we must start a mareting strategy
In my opinion, these are the factors that are driving the digital transformation in Spain.
With these two ideas it is clear that companies must carry out the process of digital transformation (or digital maturity, as I like to call it). I will not insist on this process, because it is sufficiently ‘groped’. I would just like to leave you the global outline so that you have it as a reference.