The B2B Buyer’s Journey

Hey there, savvy marketers! You probably already heard that the “67% of the B2B buyer’s journey is now done digitally before a buyer even reaches out to sales” myth has been debunked. However, still over 70% of B2B decision-makers prefer remote or digital interactions and spend over half of their research time online. It’s a staggering statistic that highlights how much the landscape of purchasing has shifted in recent years. In today’s fast-paced world, it’s not enough for marketers to just push products or services; they need to align their strategies with how clients actually buy. In this article, we’ll explore the disconnect between marketers and clients, why it matters, and most importantly, how you can bridge that gap to supercharge your marketing efforts. So, let’s dive in and learn how to speak your clients’ language!

Misalignment Between Marketers and Clients

Businesses’ Desire vs. Clients’ Behavior

While businesses want to sell their products or services all year long, clients don’t make purchasing decisions on a whim. They conduct research, consult with others, and only buy when they’re ready. This difference in mindset creates a disconnect between marketers and their audiences.

Resulting Misalignment

This misalignment leads to various issues:

• Different calendars: Marketers push for sales constantly, while clients have specific buying seasons.
• Different priorities: Marketers focus on hitting KPIs, while clients prioritize making informed decisions.
• Different timelines: Marketers want to sell as soon as possible, while clients take their time to make a purchase.

Aggressive Tactics

To compensate for this misalignment, marketers often resort to aggressive tactics that can be off-putting to clients. These tactics might include bombarding clients with sales pitches or pushing for a purchase before the client is ready.

Strategies for Alignment

1. Understanding How Clients Buy

To align with your clients’ buying process, you need to understand their behavior. Study buying trends in your industry and adapt your strategies accordingly. Pay special attention to the growing trend of self-serve buying, where clients prefer to research and make decisions on their own terms.

2. Acknowledging “Out of Market” Prospects

Not all prospects are actively looking to buy. Some might be unaware of the problem your product solves, while others are content with their current solution. Instead of using aggressive techniques on these prospects, focus on building awareness and providing value that might pique their interest when they do enter the market.

3. Identifying “In Market” Prospects

Identify the subset of your target audience that is actively seeking a solution or ready to make a purchase. Understand the triggers that indicate they are in the market to buy. This involves understanding your Ideal Customer Profile (ICP) and setting up systems to gather intent data from these prospects.

Conclusion

Understanding and adapting to the way clients make purchasing decisions is crucial in today’s digital landscape. We’ve explored the disconnect between marketers and clients, highlighting the differences in priorities, timelines, and the use of aggressive tactics. By acknowledging these differences and implementing strategies that align with clients’ buying behavior, marketers can create more effective campaigns that resonate with their audience.

From understanding industry buying trends to identifying prospects who are “in market,” the key lies in being proactive and adaptable. Remember, it’s not about selling all the time but rather about being there when your clients are ready to buy. By adopting a client-centric approach, you can build stronger relationships and drive better results for your business. So, next time you plan your marketing strategy, keep your clients’ buying process front and center. Here’s to marketing that speaks your clients’ language!

A Good Landing Page Copy is key to Convert a User into a Customer

Crafting a compelling landing page is crucial for converting visitors into customers. Whether you’re promoting a product, service, or offer, the landing page copy plays a pivotal role in driving conversions. In this guide, we’ll take you through a 7-step process to help you create an effective landing page that resonates with your audience and encourages action.

Step 1: Ask the Right Questions

Begin by understanding your audience and their needs. Ask yourself:

• Who is the target audience of the page?
• What problem does the page address?
• What is the objective of this page?
• What will be the source of traffic for this page?
• Where in the sales funnel is this page positioned?
• What is the main message of this page?
• What metrics will you use to measure the success of this page?

For example, take a software development firm or agency that develops AR and VR solutions for Fortune 500 companies. Their goal is to attract more booked calls to their landing page from a LinkedIn ad they published. 

Here’s an example of a BAD landing page header copy.

The Evolving Landscape of Marketing Strategies in 2024

As we step into 2024, the marketing landscape continues to undergo rapid transformation. The tried-and-tested methods of the past are no longer sufficient to meet the demands of today’s dynamic marketplace. In this blog post, we’ll look into the key trends shaping the latest marketing strategies to apply in 2024 and explore how your business can adapt to stay ahead. 

TL;DR (at the bottom)

Rethinking Priorities for Successful strategies to apply

One of the fundamental shifts in 2024 marketing strategy is the need to rethink priorities. What worked in the past may not yield the same results in the future. Marketers must be proactive in reassessing their target markets, identifying evolving trends, and understanding the changing needs of their audiences. 

This proactive approach will enable businesses to stay agile and responsive in a rapidly evolving landscape.

• Instead of worrying about how AI can steal your job, think about how you can leverage the power of AI to be productive.
• Instead of spamming content and emails for volume, think of reviewing your ICP (Ideal Customer Profile) to offer more relevant and personalized content.
• Instead of leading your new strategies with assumptions and beliefs, think of doing more research about the new global trends.

Aligning Teams Around Revenue Goals

In 2024, the focus of marketing teams is shifting towards revenue generation. While growth has been a priority in the past, the emphasis is now on sustainable growth that translates into tangible revenue. This requires a shift in mindset, with marketing teams aligning their efforts with overarching revenue goals. 

By auditing their functions and identifying actions that directly contribute to revenue generation, marketers can ensure that their efforts are focused on activities that drive bottom-line results.

Embracing Innovation

The pace of change in marketing is accelerating, driven by advancements in technology and shifting consumer behaviors. To thrive in this environment, businesses must embrace innovation as a core component of their latest marketing strategies to apply in 2024. 

This means being open to new ideas, experimenting with new tactics, and constantly pushing the boundaries of what’s possible. By committing resources to experimentation and staying abreast of the latest trends, businesses can position themselves as leaders in their respective industries.

Instead of fearing new marketing strategies like demand generation (demand gen), artificial intelligence (AI), account-based marketing (ABM), and personal branding, allocate 20% of your resources to experimenting with these tactics. This approach allows you to test new methods without significant risk and adapt your strategies based on the results.

The Importance of Genuine Content

One of the key pillars of successful marketing in 2024 is the creation of genuine content. In an age where consumers are inundated with advertising messages, authenticity has become a prized commodity. Businesses that can create genuine, meaningful content that resonates with their target audience will stand out in a crowded marketplace. 

This requires a deep understanding of the target audience, their pain points, and the values that drive their purchasing decisions.

Here are 6 key strategies for an impactful content creation approach.

Adapting to the Decrease in Outbound Performance

In recent years, there has been a noticeable decrease in the effectiveness of outbound marketing tactics. Consumers are becoming increasingly adept at tuning out traditional advertising messages, making it harder for businesses to cut through the noise. In response, marketers are turning towards inbound strategies that focus on attracting and engaging customers through valuable content and personalized experiences. 

This shift requires a more nuanced approach to marketing, with an emphasis on building relationships rather than simply broadcasting messages.

That is why every B2B company should create engaging content, a good marketing strategy is a company that can provide relevant information to its ICP without having to exchange.

The Role of AI in 2024

Artificial Intelligence (AI) is poised to play a significant role in shaping the future of marketing. In 2024, AI-powered tools and technologies are enabling marketers to gain deeper insights into consumer behavior, automate repetitive tasks, and personalize marketing efforts at scale. 

This allows businesses to deliver more relevant and timely messages to their target audience, ultimately driving better results. As AI continues to evolve, its impact on marketing will only become more pronounced, making it a crucial component of any latest marketing strategies to apply in 2024.

AI is becoming increasingly significant, allowing marketers and businesses to automate repetitive tasks, leveraging productivity. You can use integration with the free version of ChatGPT and a no-code-based visualizer to automate tasks such as content drafting, social media postings, sending personalized emails, etc.

Leveraging Personal Brands

Personal branding is becoming increasingly important in the latest marketing strategies to apply in 2024. As consumers seek more authentic connections with brands, the personal brands of company leaders and key personnel can play a significant role in shaping consumer perceptions. 

Businesses that invest in building strong personal brands for their leaders can create a human connection with their audience, fostering trust and loyalty. This human touch can be a powerful differentiator in a competitive marketplace.

Having your employees talk about your business, daily tasks, problems, solutions, industry keynotes, etc. is a good personal brand strategy that has proven to be successful.

In conclusion, the year 2024 presents both challenges and opportunities for marketers. By rethinking priorities, aligning teams around revenue goals, embracing innovation, creating genuine content, adapting to changing outbound performance, leveraging AI, and investing in personal branding. 

Businesses can position themselves for success in the evolving marketing landscape by staying agile, proactive, and open to change which will be key to thrive in this dynamic environment.

What is the Dark Funnel in Marketing?

In B2B marketing, understanding the concept of the “dark funnel” is crucial for developing effective strategies. The dark funnel refers to the part of the buyer’s journey that occurs outside of a company’s direct marketing channels. This means that potential buyers engage in research, information gathering, and evaluation stages without directly interacting with a company’s visible digital trail. The dark funnel includes various interactions, such as organic search, anonymous website visitors, third-party review sites, offline interactions, private social media groups, email and direct messages, and content consumption.

Examples of Interactions

Organic Search: 

When potential buyers use search engines to research products or solutions, they often explore multiple websites and consume various content pieces before making contact with a specific company. These interactions occur in the dark funnel, as the company may not be aware of the specific searches or visits until the potential buyer takes a visible action, such as filling out a form or making an inquiry.

Anonymous Website Visitors: 

Many B2B websites track visitor behavior using tools like Google Analytics. However, not all visitors will provide their information or convert into leads during their first visit. These anonymous website visitors navigate through different pages, consume content, and make evaluations without leaving identifiable information. Their actions and interests remain hidden until they choose to engage further.

Third-Party Review Sites: 

B2B buyers often consult third-party review sites, industry forums, or social media platforms to gather insights and recommendations about specific products, services, or vendors. These interactions occur outside a company’s direct marketing channels, making it difficult to track or attribute these touchpoints to specific buyers or marketing efforts.

Offline Interactions: 

In B2B marketing, offline interactions such as word-of-mouth recommendations, industry events, conferences, or networking meetings play a crucial role. Potential buyers may gather information, exchange opinions, and conduct research during these offline interactions, which remain untraceable digitally.

Private Social Media Groups: 

Many industry professionals participate in private social media groups or forums where they discuss challenges, seek advice, and share experiences. These closed communities can influence purchasing decisions, but companies may not have visibility into these interactions unless they actively participate or monitor these groups.

Email and Direct Messages: 

Potential buyers may reach out to industry experts, colleagues, or peers via email or direct messages to seek recommendations, information, or opinions. These one-on-one interactions occur in the dark funnel as they are not directly visible to the company or its marketing channels.

Content Consumption: 

Prospects may consume a variety of content pieces, such as whitepapers, case studies, or industry reports, without leaving any identifiable information or taking visible action. They gather insights, compare solutions, and evaluate options in the dark funnel before considering engaging with a specific company.

Importance of Understanding the Dark Funnel

Understanding and addressing the dark funnel is crucial for B2B marketers to develop strategies that provide value, establish thought leadership, and attract potential customers during these hidden stages of the buyer journey. By recognizing the significance of these hidden interactions, marketers can tailor their content, messaging, and outreach efforts to resonate with potential buyers who are in the research and evaluation phases.

Strategies for Navigating the Dark Funnel

To navigate the dark funnel effectively, B2B marketers can implement these 5 strategies:

1. Content Optimization: 

Creating high-quality, informative content that addresses the needs and pain points of potential buyers can attract them during their research phase. This content should be optimized for relevant keywords to improve organic search visibility.

2. Tracking Tools: 

Utilizing tracking tools like Google Analytics and marketing automation platforms can provide insights into anonymous website visitors and their behavior. Marketers can use this data to identify patterns and adjust their strategies accordingly.

3. Engagement in Online Communities: 

Actively participating in relevant online communities and forums can provide valuable insights into the discussions and topics that interest potential buyers. Marketers can use this information to tailor their messaging and content to resonate with these audiences.

4. Influencer Partnerships: 

Collaborating with industry influencers who have a strong presence in private social media groups or forums can help reach potential buyers who are part of these communities. Influencers can endorse products or services, increasing brand visibility in the dark funnel.

5. Personalized Outreach: 

Sending personalized outreach messages via email or direct messages can help establish a connection with potential buyers who are in the dark funnel. These messages should be tailored to the recipient’s interests and needs, offering relevant information or solutions.

Conclusion

In conclusion, the dark funnel represents a significant part of the B2B buyer’s journey that occurs outside of a company’s direct marketing channels. Understanding and addressing the dark funnel is essential for B2B marketers to develop effective strategies that resonate with potential buyers during their research and evaluation stages. By implementing strategies to navigate the dark funnel, marketers can improve their visibility and engagement with potential customers, ultimately driving conversions and sales in the B2B space.

In the ever-evolving landscape of B2B marketing, having a solid B2B demand generation strategy for 2024 is crucial for businesses looking to thrive. As we navigate through a digital-first world, the way businesses generate demand and nurture leads has undergone significant changes. In this comprehensive guide, we’ll delve into the key components of how to properly plan your strategy and how you can leverage them to drive growth for your business.

Understanding the B2B Demand Generation Landscape

The B2B demand generation landscape has evolved rapidly, driven by advancements in technology and changes in buyer behavior. As a result, businesses need to adapt their strategies to stay ahead in this competitive environment. In 2024, B2B strategies need to be more targeted, personalized, and data-driven than ever before.

Key Elements for Success

Full-Funnel Approach: A successful strategy requires a full-funnel approach that encompasses every stage of the buyer’s journey, from awareness to conversion. This means creating content and experiences that cater to prospects at each stage, ensuring a seamless transition through the funnel.

Personalization:

Personalization is key in 2024. Businesses need to tailor their marketing efforts to the specific needs and preferences of their target audience. This can be achieved through personalized content, targeted ads, and tailored messaging that resonates with potential buyers.

Data-Driven Insights:

Data is the backbone of any successful strategy. By leveraging data analytics and insights, businesses can gain a deeper understanding of their audience, identify trends, and optimize their strategies for better results.

Multi-Channel Approach:

In 2024, B2B buyers are engaging with brands across multiple channels, from social media to email to search. A successful strategy needs to have a strong presence across these channels, ensuring a consistent and cohesive brand experience.

Lead Nurturing:

Lead nurturing is an essential component. By nurturing leads through targeted content and personalized interactions, businesses can build trust and credibility, ultimately leading to higher conversion rates.

Implementing Your Strategy:

Now that we’ve outlined the key elements of a successful B2B demand generation strategy for 2024, it’s time to put it into action. Here are some steps you can take to implement your strategy effectively:

Audience Research:

Start by conducting thorough research to understand your target audience’s pain points, challenges, and preferences. This will help you tailor your messaging and content to resonate with them.

Content Creation:

Develop high-quality, relevant content that addresses your audience’s needs at each stage of the buyer’s journey. This can include blog posts, whitepapers, case studies, and more.

Multi-Channel Distribution:

Distribute your content across multiple channels to reach your audience wherever they are. This can include social media, email marketing, paid advertising, and more.

Data Analysis:

Continuously monitor and analyze your data to measure the effectiveness and use this data to make informed decisions and optimize your strategy for better results.

Continuous Optimization:

Finally, remember that a successful B2B demand generation strategy is an ongoing process. Continuously optimize your strategy based on data and insights to ensure long-term success.

In conclusion, a successful strategy for 2024 requires a holistic approach that takes into account the evolving landscape of digital marketing. By focusing on personalization, data-driven insights, and a multi-channel approach, businesses can position themselves for success in the year ahead.

In the realm of B2B marketing, content creation often falls victim to superficial strategies that yield lackluster results. Businesses may follow a generic approach sourced from a video, hire the cheapest freelancers, or assign content creation to interns as a mere task to check off their list. The outcome? Soulless content that fails to resonate with the audience, resulting in a perceived waste of time and a negative impact on the brand.

As we move into 2023, it’s crucial for B2B businesses to reassess the role of content in their strategies. Instead of treating content creation as an afterthought, businesses should view it as a pivotal element that influences the entire customer journey.

Here are 6 key strategies to transform your B2B content creation approach:

1. Strategic Content Planning:

Instead of a surface-level strategy, develop content that aligns with different stages of the buyer’s journey, creating touchpoints that engage and guide prospects.

2. Research-Backed Content:

Base your content decisions on thorough research and insights about your target audience, ensuring that your content addresses their needs and pain points effectively.

3. Diversified Content Formats:

Move beyond the traditional ebook format and explore diverse content formats such as videos, infographics, podcasts, and interactive tools to cater to varying audience preferences.

4. Revenue-Driven Focus:

Shift the perspective on content creation from being a non-priority to a strategic driver of revenue operations (marketing and sales), emphasizing its role in generating leads and closing deals.

5. Educational Content for Marketing:

Create content that educates your audience about the problems you solve, positioning your brand as an industry authority and building awareness and demand for your solutions.

6. Sales-Enabling Content:

Develop content that supports the sales process by guiding buyers through their journey, addressing objections, showcasing your value proposition, and building trust with potential clients.

By implementing these strategies, B2B businesses can elevate their content creation efforts to effectively engage their audience throughout the customer journey. Great content not only increases demand for your solutions but also enhances the likelihood of closing deals, ultimately driving revenue growth for your business.

In the ever-evolving landscape of digital businesses, understanding and monitoring growth metrics is crucial for success. However, the metrics that matter can vary significantly depending on whether you’re operating in a business-to-business (B2B) or business-to-consumer (B2C) environment. To illustrate this point, let’s compare the growth metrics of a mobile app (B2C, Product) and a consulting agency (B2B, Service).

Acquisition Stage: Attracting New Users/Clients

• Mobile App (B2C): The focus here is on acquiring new users who install the app and complete the sign-up process.
• Consulting Agency (B2B): In contrast, the agency aims to generate leads, often in the form of demo requests or submitted forms, from businesses interested in their services.
• Both businesses should closely monitor the cost of acquiring these sign-ups or leads to ensure their acquisition strategies are efficient.

Activation Stage: Helping Them Experience the Core Value

• Mobile App (B2C): For the app, activation occurs when users complete the onboarding process, reach the “aha moment,” and engage with the core features.
• Consulting Agency (B2B): Activation for the agency involves completing an audit or setup process, indicating a commitment to using their services.
• In both cases, demonstrating value quickly is essential to activate users or clients effectively.

Engagement Stage: Making Customers Develop Regular Habits Using Your Product/Service

• Mobile App (B2C): Metrics like Daily Active Users (DAU), Monthly Active Users (MAU), and Weekly Active Users (WAU) gauge user engagement and feature adoption.
• Consulting Agency (B2B): The agency might measure engagement through interactions and an account health score that evaluates ongoing engagement.
• Retention rates are critical for both businesses to assess whether customers are continuing to use their product or service.

Monetization Stage: Generating Revenue from Your Users/Clients

• Mobile App (B2C): Conversion metrics like free-to-paid conversion rate and Average Revenue Per User (ARPU) are key indicators.
• Consulting Agency (B2B): The agency focuses on converting qualified leads into paying customers and monitoring Average Revenue Per Account (ARPA).
• Both businesses should track metrics like Customer Lifetime Value (LTV) and Payback Period to understand their long-term revenue potential.

In conclusion, while the fundamental stages of acquisition, activation, engagement, and monetization apply to both B2B and B2C businesses, the specific metrics and emphasis can differ significantly. Factors such as the business model (Product-Led or Sales-Led), target audience (B2B or B2C), and industry type (Consumer App, SaaS, Agency) all influence which metrics are most relevant. By understanding and monitoring these metrics effectively, businesses can unlock their full growth potential in their respective markets.

In the competitive landscape of B2B lead generation, LinkedIn has emerged as a powerful platform for businesses to connect with potential clients, build relationships, and drive sales. However, achieving success on LinkedIn requires a strategic approach that goes beyond mere networking. In this comprehensive guide, we will explore proven strategies for mastering B2B lead generation on LinkedIn in 2024, focusing on the key aspects that can make a significant difference in your results.

Ideal Client Persona (ICP): 

The foundation of successful B2B lead generation on LinkedIn in 2024 lies in understanding your ideal client persona (ICP). This involves delving deep into the demographics, preferences, pain points, and buying behavior of your target audience. By speaking their language, addressing their needs, and providing valuable solutions, you can position yourself as a trusted authority in your industry.

• Define your ICP: Identify the demographics, preferences, pain points, and buying behavior of your ideal clients.
• Speak their language: Tailor your messaging to resonate with your ICP, using their industry-specific terminology and addressing their specific needs.
• Continuous refinement: Regularly revisit and update your ICP to ensure it reflects current market conditions and consumer behavior.

Thought Leadership:

Thought leadership is a powerful tool for attracting B2B leads on LinkedIn. To establish yourself as a thought leader, you need to have a unique perspective on your industry and be able to articulate it effectively. This can involve answering critical questions about your beliefs, values, and the solutions you offer. By sharing valuable insights and thought-provoking content, you can capture the attention of your target audience and position yourself as an authority in your field.

• Unique perspective: Develop a unique perspective or opinion on your industry that sets you apart from others.
• Novel content: Create content that offers new insights or approaches, rather than repeating what others have already said.
• Personal branding: Use your unique perspective to craft your personal brand and establish yourself as a thought leader in your field.

Solving Business Problems:

Your LinkedIn content should focus on addressing the specific business problems and pain points of your target audience. By understanding their challenges and offering relevant solutions, you can demonstrate your expertise and build credibility. The suggested content structure for lead generation is:

{ICP Pain/problem/desire} + {Solution} + {Call to value} = Leads.

This formula ensures that your content is not only informative but also actionable, prompting potential leads to engage with your brand.

• Understand pain points: Identify the specific business problems and pain points your ICP faces in their industry.
• Offer solutions: Provide actionable solutions to these problems, demonstrating your expertise and understanding of their needs.
• Call to value: Clearly communicate the value of your solutions and how they can benefit your potential clients.

Data-Driven Approach:

To maximize your B2B lead generation efforts on LinkedIn, you need to take a data-driven approach. Regularly analyzing the performance of your posts can provide valuable insights into what resonates with your audience. Identify which posts receive the most views, leads, and engagement, and use this data to refine your content strategy. By focusing on what works and iterating on your approach, you can continuously improve your results.

• Performance analysis: Regularly analyze the performance of your LinkedIn posts to identify what resonates with your audience.
• Metrics to track: Pay attention to metrics such as views, leads generated, and engagement rates to gauge the effectiveness of your content.
• Iterative improvement: Use data insights to refine your content strategy, focusing on what works best to drive B2B lead generation.

Targeted Outreach:

Instead of casting a wide net, focus on targeted outreach to engage with potential leads who are already familiar with your brand. Monitor metrics such as comments, profile views, and likes to identify prospects who are showing interest in your content. Engage in meaningful conversations with these prospects, asking qualifying questions and sharing relevant content that addresses their needs. By building rapport and offering value, you can increase the likelihood of converting these prospects into leads.

• Identify engaged prospects: Monitor engagement metrics like comments, profile views, and likes to identify prospects showing interest in your content.
• Meaningful conversations: Engage with these prospects in meaningful conversations, asking qualifying questions and offering personalized content.
• Build rapport: Use targeted outreach to build rapport with prospects, demonstrating your understanding of their needs and willingness to provide value.

In conclusion, mastering B2B lead generation on LinkedIn requires a strategic and data-driven approach. By understanding your ideal client persona, establishing yourself as a thought leader, addressing business problems, analyzing data, and engaging in targeted outreach, you can create a powerful lead generation machine on LinkedIn. By implementing these strategies consistently and iteratively, you can achieve sustainable success in generating B2B leads on LinkedIn.

In just a decade, the landscape of online search has transformed dramatically. What was once a straightforward process of typing queries into Google has now evolved into a multi-faceted journey that involves platforms like LinkedIn, TikTok, Instagram, podcasts, YouTube, Slack, and Discord. This shift has profound implications for B2B companies relying on traditional SEO and SEM strategies to reach their audience.

The Trust Factor: From Google to Your Network

One of the most significant changes in recent years is the shift in where people place their trust when seeking information. While Google remains a go-to for many, there’s a growing reliance on personal networks and niche platforms for recommendations and insights. This trend is driven by a desire for more personalized and trustworthy information that goes beyond generic search engine results.

• Shift in trust from Google to personal networks and niche platforms.
• Desire for personalized and trustworthy information beyond generic search engine results.
• Growing reliance on recommendations and insights from professional networks.

The Fragmentation of Search

The expansion of search beyond Google is not just about using different platforms; it’s about understanding the nuances of each type of search. Whether it’s a professional query on LinkedIn, a visual search on Instagram, or a video search on YouTube, users are tailoring their search behavior to the specific platform’s strengths. This fragmentation of search means that B2B companies need to adapt their strategies to be present and relevant across a diverse array of platforms.

• Expansion of search beyond Google to platforms with unique strengths.
• Tailoring of search behavior to platform-specific features.
• Need for B2B companies to adapt strategies for diverse platforms.

The Rise of Dark Social

One of the most challenging aspects of this new search landscape is the rise of dark social. This refers to social sharing that occurs outside of publicly available channels and is difficult to track using traditional analytics tools and is a part of the dark funnel. Dark social includes private messages on platforms like LinkedIn, Slack, and even text messages. These interactions often play a crucial role in influencing purchasing decisions, yet they remain largely invisible to standard attribution models.

• Emergence of dark social as a significant influencer of purchasing decisions.
• Invisibility of dark social interactions to traditional analytics tools.
• Importance of tracking and understanding dark social for comprehensive insights.

The Attribution Challenge

The reliance on traditional SEO and SEM metrics for attribution can lead to a skewed understanding of their impact. While attribution software may attribute a large portion of revenue to SEO, the reality on the ground might be vastly different. B2B companies need to look beyond these surface-level metrics and consider the holistic customer journey that encompasses both visible and dark social interactions.

• Discrepancies between attribution software metrics and actual impact.
• Need for a holistic view of the customer journey beyond traditional metrics.
• Importance of considering both visible and dark social interactions in attribution.

The Future of Search for B2B Companies

For B2B companies, the key takeaway is clear: the era of relying solely on legacy SEO and SEM strategies is likely coming to an end (with exceptions). To remain competitive and relevant, businesses must adapt to the evolving landscape of search by embracing a multi-platform approach that incorporates both traditional and emerging channels. This means investing in content that is tailored to different platforms, tracking dark social interactions, and rethinking how success is measured beyond traditional SEO metrics.

• Shift from reliance on legacy SEO/SEM to a multi-platform approach.
• Embracing emerging platforms and adapting content strategies accordingly.
• Rethinking success metrics beyond traditional SEO/SEM metrics.

In conclusion, the decline of legacy SEO and SEM is not a death knell but a call to action for B2B companies to evolve their strategies. By understanding the changing behaviors of their audience and adapting to new search paradigms, businesses can position themselves for sustained growth and success in the digital age.