The digital world never stays still for long; being online today means you have to continually prove your worth – and 2020 is more competitive than ever before. The way in which we interact has fundamentally changed, pushing technology further up the agenda and placing more emphasis than ever on our digital ‘shop window’: the website. So, with over 2 billion websites across the world, how can B2B marketers maintain an edge and set their sites apart from the rest?

Every customer wants to be able to find what they’re looking for quickly and easily – and B2B buyers are no different. However, 77% of B2B buyers said the last purchase they made was complex or difficult. What makes their journey different – and arguably more complex – is how they get there. With multiple stakeholders and tight budgets, B2B buyers have a longer and more complex experience than the average B2C buyer. So how can we keep them interested and ultimately, encourage them to buy?

A website designed with UX in mind is key.

Websites have come a long way since their creation nearly 30 years ago. Now, with the number of sites nudging 2 billion, we are at a virtual crossroads. B2B brands need to up their digital game or risk being relegated to the bottom of Google’s search rankings. Where can websites go from here? Do we need to make big changes in line with changing customer expectations?

For B2B marketers, tracking and measuring both the ongoing progress and the results of their campaigns is key. After all, sharing the success of campaigns is crucial in justifying marketing spend to senior management, and demonstrating alignment with company goals. As a non-traditional marketing channel, influencer marketing doesn’t seem as straightforward when it comes to tracking influencers’ activities and setting overarching objectives. However, with this medium giving 11 times more ROI than banner advertisements, it’s clear that this is something B2B businesses will need to tackle sooner rather than later.

Influencer marketing has seen rapid growth in today’s digital-first world. While typically seen as a B2C marketing strategy, it can be hugely beneficial for B2B brands too – with many B2B businesses seeing it deliver transformative results at every step of their sales cycle. Influencers can position a brand as a thought leader, boost overall brand engagement, and distribute content to a highly targeted, engaged audience.