'Micro-moments' shape B2B Marketing

Business-to-business (B2B) purchases are increasingly shaped by “micro-moments”, a shift that will demand a strategic rethink from many brands in this sector.

Why it matters

Purchases in the business-to-business (B2B) space were once characterised by long purchase cycles, drawn-out periods of information-gathering and a few key “moments of truth”, such as in-person meetings and trade shows. Rapid growth in the number of digital resources available to B2B buyers, however, means that smaller, more frequent interactions are becoming more important.

Takeaways

• “When you put it in the context of micro-moments, customer needs are changing. They’re getting informed faster. They have access to more information at their fingertips,” Bence Gazdag, VP of Global Marketing Technology at Oracle, the tech firm, said at Forrester’s 2022 B2B Summit.
• Traditional audience segmentation and targeting no longer work as well as they used to. “Segmentation will vanish, because every customer is unique, different and differentiated when you put it in the context of micro-moments,” he said.
• Personalization, therefore, is essential. “Every customer will have to be treated differently, requiring websites, commerce sites, ads, emails and apps to be personalized in millions of ways.”
• Advertisers can also learn with every action that a user takes. “Are you able to adjust and take advantage of these learning moments?” asked Gazdag.