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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




Problem Identification
 
Solution Exploration
 
Requirements Building
 
Supplier Selection




 




Validation




 




Consensus Creation




 

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.

Blog

Content Marketing

Marketing Strategy

Marketing Funnel

Customer Journey

Land+Water nu onderdeel van Geomares

Geomares Media in Lemmer voegt vakblad Land+Water toe aan haar portfolio. Land+Water is al meer dan 65 jaar hét vakmedium over ontwikkelingen in de civiele en milieutechniek voor ontwerpers, uitvoerders, projectleiders, adviseurs en directeuren. Volgens Durk Haarsma, uitgever bij Geomares past Land+Water perfect in het portfolio van het mediabedrijf: “Land+Water sluit naadloos aan bij de markten die wij al bedienen, vooral een platform als Bouwproducten, maar ook Products4Engineers en de internationale platformen GIM International, Hydro International en Geo-matching hebben allemaal raakvlakken met Land+Water.” Geomares specialiseert zich met Land+Water nog meer als uitgeefhuis voor de (inter)nationale bouw, engineering en geo-, civiele en milieutechniek. Het vakmedium Land+Water bestaat uit een nieuwssite, diverse nieuwsbrieven en een gedrukt tijdschrift dat acht keer per jaar op de mat ligt bij abonnees. 

Blog

Virtuele 3D ervaringen creëren die voelen als realiteit

Matterport biedt complete, realistische en interactieve 3D- en VR-ervaringen voor elke branche die zich met onroerend goed bezig houdt. Hun assortiment omvat o.a. een 3D-contentplatform, 3D-camera's, VR-platforms en mobiele apps, allemaal ontworpen om virtuele ervaringen te creëren die zo echt aanvoelen als dat je er zelf bent. Om de mogelijkheden en voordelen van hun producten te tonen, heeft Matterport veel case studies beschikbaar. Met GIM International hadden we de kans om awareness te creëeren voor twee van die case-studies en een achtergrondartikel onder ons publiek.




Doelgroep
GIM International


Solution
Sponsored Content


Methode

Basic featured case study &
Basic sponsored article



Gebruikte kanalen

GIM wekelijkse nieuwsbrief
Social Media
Homepage



Timing
April - Oktober 2018




 

Case study

Content Marketing

5 online advertising trends voor 2019

Het marketing- en medialandschap is constant in beweging en verschuift zich steeds meer van offline naar online. Websites, apps en tools schieten als paddenstoelen uit de grond en jouw doelgroep beweegt mee. Dit biedt kansen om jouw online marketing nog gerichter en effectiever in te zetten. Om je op weg te helpen benoemen we in dit artikel vijf trends op het gebied van online adverteren.

1. Database Marketing
2. Advanced Targeted Marketing
3. Social Advertising
4. Sponsored Content
5. Lead Generation

Blog

Content Marketing

Marketing Strategy

Database Marketing

Advanced Targeted Marketing

Social Media Marketing

Lead Generation

Search Engine Advertising

Display Advertising

Print Advertising

Display advertising bestaat al jaren en is één van de meest bekende vormen van adverteren. Geomares gaat hierin een stapje verder met Premium Display advertising, waarin we samen met jou op zoek gaan naar de juiste combinatie die bij jouw doelen past. Ons unieke wereldwijde bereik onder industrie professionals is wat écht het verschil maakt!

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