The time has already come when the baby boomers have retired or are on the verge of retiring and for the millennials to take their place.
Already millennials represent a large slice of Europe’s and America’s population and the workforce, and are making their presence felt in the B2B digital landscape.
Millennials are a smart lot.
They are ardently self-reliant. In business they will approach the seller only after they have done their homework thoroughly.
Thanks to the information available on the web, they are up-to-date about sellers’ products and services well in advance.
So what must be approaches to win over the millennials?
One way is to put in place a thought leadership strategy.
In the digital marketing space, building trust is a must.
In marketing, thought leadership is the edifice on which companies’ reputations are built.
There are good reasons why.
You need to input a continuous stream of reliable insights to your target audience if you want to build their confidence.
Another approach is personalization
It is a known fact that in B2C, content personalization is the way to go.
But little do we know that in B2B as well, personalizing content must also be a key part of the overall strategy.
The good news is smart companies are already adopting this tactic. They call it micro-targeting.
Instead of campaigning to a broad audience, companies resort to micro-targeting – that is sending customized messages to a select group of high yield customers.
Personalization or micro-targeting has the potential to boost conversions and improve business.
So which are the resources to get hold of potential buyers?
Esources is one of them. According to an Esources Review, “This portal by virtue of having a database of large number of verified buyers and sellers can be a treasure to B2B companies”.
Importance of emails
This involves segmenting your emailing list to include only companies that are your potential buyers.
To such potential buyers you can send tailored messages on topics that interest them.
Subsequently you can follow up on your visitors that took interest in your product/ service by asking for specific information.
For such an environment to fructify, a B2B directory can assist a lot.
Esources, a U.K. based trade directory has membership from tens of thousands of buyers and sellers.
According to an esources.co.uk review, “This portal offers access to the internet’s largest database of buyers and sellers to those members who upgrade to premier buyer membership”.