Boosting business competitiveness with behaviour-based marketing: A guide

We all recognise how significantly technology and the internet specifically have changed our lives. As consumers we live by the mantra faster, easier, more. We can book our holidays, manage our finances and socialise with friends and family all over the world from anywhere with a strong Wi-Fi or 4G/5G signal on any one of our multiple devices. This same attitude has spilled over into our business lives, especially when it comes to our roles as consumers in the world of B2B world. We’ve come a long way from relying on brochures and chats with sales reps to get the information on the product, solution or service we need. Now we have a world of information at our fingertips to build our knowledge, from forums, LinkedIn discussions, online reviews, to research and whitepapers created around our specific business challenge and associated solutions. Modern challenges for traditional marketing: It’s this wide range of choice that’s making it harder for marketers to identify and reach their desired target market. Today, in the B2B buying journey, the majority of research (66% according to Sirius Decisions) takes place before we’ve even spoken to a person working for a potential supplier. As a result, as a marketer you need to be able to reach your target audience much earlier on in the buying cycle.