It is common knowledge that cost per click (CPC) can be pretty high in B2B tech. I have seen CPCs range in price from $10 to $250 per click for exact non-brand keywords. Is $250 per click worth the price?
„Kommen Sie Ihren Kunden näher als je zuvor. So nah dran, dass Sie ihnen sagen, was sie brauchen, bevor sie es selbst realisieren.“, sagte einst Steve Jobs. Und wie so oft, sollte er auch hier Recht behalten.
In high-tech, customer experience is fundamental, as it relates to the experience that a company’s products deliver to its users. But these days, customer experience must extend well beyond products to encompass every touchpoint along a customer’s path to purchase and beyond — and must do so in real-time.
When they’re not at work—and sometimes even when they are—B2B buyers are also B2C consumers. In the latter role, they have grown accustomed to personalized treatment from the brands they favor, and to thoughtful recommendations from peers on social media.
“As data starts to get pulled back, the ability for brands and technology companies to deliver the same quality feed I experience today starts to be impacted,” said Emily Anthony, director of media services at Merkle.
B2B marketers today are wrestling with the complexity of integration, according to Michael McLaren, Global CEO of the B2B Group at Merkle. Organizations are thinking beyond individual point solutions, and are looking at how technology, data and content can help develop more holistic experiences. That is why he believes merging with consultancy Digital Pi is a natural fit.
Today’s B2B buyers expect brands not only to understand who they are and what they need, but to also meet them at every stage of their buying process with personalized content aligned to their journey.
"Even though LinkedIn has a much smaller portion of the population than Facebook does, it holds its own because of the professional context, according to Alex Stolarski, director of paid social at B2B agency DWA."