B2B Purchase Process: Be Visible From the Start
Today’s purchasers spend around two-thirds of any B2B buying journey gathering, processing and de-conflicting information. Much of this learning happens without the direct involvement of sales reps.
Just like in business-to-consumer (B2C) transactions, the decisions on new vendors in a business-to-business (B2B) setting are made by people. And they search online. The big difference with B2C, however, lies in the number of people involved in the decision. In B2B, different stakeholders with different disciplines (and interests) often work together in a decision making unit (DMU).
Since there are people involved, the behavior that these DMUs display in the orientation process does not differ much from consumer behavior, regardless of the number of participants. Such behavior includes an increasingly strong desire to do online research themselves in recent years. That desire has increased even more in today's “socially distanced” society.
Building on years of leadership in the industry, Geomares provides its worldwide audiences with overarching insight into state-of-the-art developments in geomatics and adjoining verticals. Create brand awareness and leverage your credibility and authority by being visible at our industry-respected platforms.
Be present at the start
Several studies have been conducted into the changing B2B purchasing behavior. The consensus is that more than 90% of B2B purchases have an online origin!
Before identifying solutions to any given issue by a DMU, an independent research is being completed by the involved professionals for the purposes of familiarizing themselves with the subject. The researching professional, however, is not looking for a specific solution, supplier or purchase. In fact, the issue itself may not even be fully identified yet!
B2B purchasing behavior
This preliminary phase of independent research provides you with a great opportunity to draw the attention of potential clients and shape their future needs. With our sponsored content solutions, we offer a varied range of possibilities to share your carefully created content with the largest global audience in the field of surveying, mapping, hydrography, AEC, geomatics and adjacent areas. This allows you to make the first acquaintance with the potential client, and, with that, the first chance to present yourself as an authority within the market.
Taking the first steps
When someone interacts with your content for the first time, you shouldn't expect to have a lead in your pocket. But the first step in the customer journey has been taken. The right question is “What is the next step that a potential lead would like to take?” In other words, “What information do they need?”
Always keep in the added value in mind:
What problems and challenges can your services and products solve?
As mentioned, there are opportunities for B2B companies to be visible in this first phase of the client’s orientation process. But how do you ensure that your online presence differs from the competitor’s?
Being actively present on the platforms attended by the potential and existing customers is the key. Inbound streams via the right distribution channels to your own website are indispensable. With the largest global database of decision-makers in the geomatics community, Geomares serves as that essential distribution channel. It forms the perfect link in the interaction between professional buyers and businesses that will make you visible from the start.
Dynamic Remarketing Ads
Remarketing is the technology that enables us to serve ads to your potential customers as they move across the internet. When a user visits our platforms, a small snippet of code adds that user to a remarketing list. When users visit a website outside our channels we can still serve your ads.
Why choose for remarketing ads instead of display ads on our own platforms?
For starters, remarketing campaigns and display campaigns on our platforms can really enhance each other. Using display ads (image based ads such as leaderboard and rectangles) on our websites is ideal for creating brand awareness by leveraging our valued and industry-respected platforms. Brand awareness can affect every stage of the purchase funnel. Strong, positive awareness acts like a magnet that puts customers on a fast track to purchase.
Using remarketing ads is great if you have a campaign with a clear call to action (C2A) such as signups for webinars, demos or trials. Via remarketing we can serve your ad to our visitors more often. That’s why remarketing ads are mostly paid per click (PPC) and display ads on our own platforms are based on impressions per month.
What is a dynamic remarketing ad?
A dynamic or responsive remarketing ad is an ad that automatically adjusts its size, appearance, format and message to fit available ad spaces outside our platforms.
Dynamic remarketing ads can fit in just about any ad space and can contain the following elements:
The short headline is the first line of your ad, and appears in tight ad spaces where the long headline doesn't fit. Short headlines may appear with or without your description.
Write at least two up to five, short headlines. It is important that they contain up to 30 characters. A space is also counted as a character.
The long headline is the first line of the ad, and appears instead of your short headline in larger ads. Long headlines may appear with or without your description. When rendered in an ad, the long headline's length will depend on the site it appears on. If shortened, the long headline will end with ellipses 〈...〉.
We require one long headline made of up to 90 characters. Here a space is also counted as a character.
The description text is in addition to the headline and invites people to take action. It can also be up to 90 characters, and may appear after the (short or long) headline. Note that the length of the rendered description will depend on the site it appears on. If shortened, the description will end with ellipses 〈...〉. Use the maximum of five descriptions to gain the best result.
Having multiple marketing images is recommended, because it makes it easier for the algorithm to optimize your ads (what image works best with what text). Up to 15 marketing images can be used.
Landscape. The landscape image should have a ratio of 1.91:1 and be greater than 600x314 px (1200x628 px recommended). The file size limit is 5MB.
Square. The image square (1:1) image should be at least 300x300 px (1200x1200 px recommended). The file size limit is 5MB.
Try to avoid text in the images
For best rendering two logo images should be provided:
Square (1:1) with a recommended size of 1200x1200px (minimum size is 128x128 px)
Landscape (4:1) logo, which should be at least 512x128 or greater. The recommended size for the landscape logo is 1200 x 300.
Keep in mind that a transparent background is best for all logos, but only if the logo is centered. The file size limit is also 5MB.
The automatically adjusting size and formats means that the ability to serve ads in all formats opens territory that previously couldn’t be target. In other words, the dynamic remarketing ads have a greater reach and more opportunities for conversions compared to standard display remarketing ads (300x250 px) which is important when you serve ads to small niche markets.
Why print ads can make a difference in your marketing mix
In today’s rapidly changing and increasingly digital world, the confidence in printed advertisements seems to be declining at a rapid pace. The downward trend in global spending on print advertising says it all; between 2000 and 2014, the annual spend fell massively from US$67 billion to US$19.9 billion. We’re seeing a reflection of this trend at Geomares too, with print’s revenue share dropping from 88% in 2013 to 60% in 2017. Does this mean that the end of print advertising is near? Or does it actually offer opportunities to set yourself apart by advertising in print?
10 tips for an optimal B2B social media strategy
You probably already know that social media is a great channel for promoting yourself, for getting and staying in touch with customers or prospects and for increasing awareness of your brand. But most marketing professionals in the technical B2B industry find it hard to figure out the right social media strategy. Are you struggling to decide how to start? Which messages to post, and how frequently? How to get fans or followers? First let me be clear: there is no golden rule. But these ten tips will certainly help you on your way!
How to create effective digital ads for your B2B campaigns
Did you know that 55% of all page views hold the reader’s attention for less than 15 seconds? Over the years, internet users have become increasingly better at scanning web pages and it now takes them just a few seconds to decide whether or not they find the displayed content interesting enough to read on. In fact, the average attention span of internet users has dropped to 8 seconds, compared to 12 seconds in 2000. And yes, this trend is also impacting on banners. By their very nature they get the least attention from users, so it is becoming increasingly important to create very high-quality banners to achieve maximum engagement with your target audience.