From productivity solutions like Microsoft 365, Zoom & Google Workplace to cloud infrastructure like AWS, Microsoft Azure and IBM Cloud, to bespoke enterprise solutions, Statista forecasts B2B tech to continue growing at a CAGR of 7.93% until 2028.
Enterprise tech brands understood that B2B is a whole different ball game than B2C. And for good reason. It is. But it has been treated differently in the wrong area: Creativity.
We assume that a person in the context of their work environment is an uninspired individual who's not moved by creativity. This unfounded assumption dilutes the creative and content potential of the brand.
Where B2B and B2C must be treated differently however, is in the process: Using the traditional sales funnel by taking leads from awareness to consideration to conversion, actually misses a few key steps that are unique to the B2B tech industry.
But first, what do we know about today's buyers? And how are they buying?
Millennials and Gen-z are shaping today's business landscape and with it, the solutions their companies adopt. According to Merit, 73% of 20-35 year olds are involved in the purchase decision process at their companies.
Most importantly, we're not selling to a single decision maker. We're selling to an entire organization, with people from a wide array of disciplines, and who have quite different needs. According to Gartner, the typical buying committee includes 10 stakeholders on average, from varying departments. IDG goes further to state that more than 20 different stakeholders have some sort of influence over any enterprise tech purchase.
And these are people who live in a constant continuum between their personal and professional lives: You can see them taking social media breaks at work, but you're just as likely to find them researching work-related topics on a beach during their vacation.
As they migrate to a new generation of digital platforms, with TikTok being the number 1 platform in MENA in terms of time spent according to data.ai, it is quite obvious that they're not there looking for entertainment only; they're also talking shop. From the deepest technical topics to lighthearted office humor, they create and consume all kinds of content centered around their industry and profession.
Winning in this industry means treating it differently in the right areas: Bringing back creativity to the content strategy, but also being mindful of the -often overlooked- blind spots in the B2B tech sales funnel.