Over the last decade, B2B market research has become more sophisticated. Today, companies spend more time and resources on their customers’ needs. The result? More conversions and happier customers.
In addition to customer satisfaction, social media platforms rise has also changed how consumers interact with brands. Social networks such as Facebook and Twitter allow customers to share opinions and experiences through posts and comments. Brands now have to pay attention to what their customers say.
However, these changes don’t mean B2B marketers should stop focusing on their target audience. They should adapt their strategies to cater to today’s consumer expectations and be aware of some of the latest B2B market research trends in existence, and here are some of them:
Mobile Apps Intelligence
There is a worldwide increase in the demand for intelligent mobile apps. With people opening mobile applications an average of 11 times per day and more than 90% of their mobile time now being spent on apps, there’s no denying the widespread potential influence of apps on businesses. organizational app intelligence monitoring and tracking is no longer a luxury but a need.
A holistic perspective of the digital ecosystem allows businesses to monitor the habits of today’s mobile-first consumers. When leaders and analysts compare online and app sources data, they can gauge how much apps influence their industry. For those looking to rule in (or out) app investments, this gives the data needed to inform those judgments.
Rapid market transitions are becoming the norm as technology increases demand for apps and disruptive start-ups join nearly every industry. App intelligence allows users to recognize emerging dangers and take action when and where needed. Without all the facts, decisions about expansion and strategy are less likely to be well-informed, which could have negative consequences.
B2B Consumer Preferences
Business-to-business (B2B) organizations benefit greatly from developing meaningful connections with their customers. Relationships with major clients are worth millions to corporations (McKinsey). Therefore, B2B firms need to learn how to use digital technologies to lead consumer journeys better.
There are times when B2B clients choose not to interact digitally. Rather, they prefer to use them at appropriate moments throughout their user journeys.
When looking to purchase a brand new product or service, a staggering 76% of B2B customers find it helpful to speak to someone in person or over the phone. Not surprisingly, 52 percent of consumers prefer to talk to a human being when repurchasing a product or service, but with changing requirements.
When purchasing the same service or product, only 15% would prefer to do so face-to-face. Last but not least, only 4% of customers would rather only use digital communication all the time.
So, it would help if you thought about your client’s preferences while planning the assistance you offer them along their journey. You should conduct the survey yourself if you want a policy package specifically designed for your clientele. It’s reasonable to presume that consumers’ tastes shift as they move from one business to another. Therefore, you should do your customer surveys.
Comparative shopping tools are used by many of the top B2B organizations to assist customers in making decisions. Consequently, consumers can quickly access data and compare other businesses’ various services. In addition, trustworthy click-to-chat support services can help deliver digital “in-person” support to accelerate conversion.
In a hybrid chat, artificial intelligence provides suggestions that a human agent must approve. This speeds up responses and allows the agent to take over whenever customization is required.
Marketers also use a combination of various methods, including those mentioned above, popular mobile marketing technologies, to make texting a viable option.
Use of Intent Data
Large-scale changes are expected to occur in the economy because of the digital revolution and the growth of eCommerce. Predictive and hyper-personalized business-to-business marketing methods have replaced traditional approaches focused on demographics and general consumer preferences.
Using data-driven decision-making to better comprehend buyer intent and experience is a long-term trend in B2B marketing. A whopping 75% of companies’ attempts to generate personalized engagement will not achieve ROI targets because of a lack of educational insight into customers’ preferences. However, this can be avoided by simply understanding their motivational intent.
Recent developments in the market research sector both continue and expand upon trends that have been building for the past several years and usher in novel approaches to the field.
Market research has never been more intriguing than it is, and here’s the truth about it. The key to successfully using market research findings is to be abreast of current trends. Your market research will reach new heights once you incorporate AI, diversity, social listening, and humanity into your strategy.
Take advantage of patterns uncovered through market analysis to advance your company. You can attract new clients and reassure your present ones of their value in your business.