Before Covid-19 the b2b marketing landscape was starting to move in hyperdrive towards a digital revolution driven by improved and sophisticated martech solutions and strategies that are intended to accelerate the sales funnel and enhance the prospect’s view of your brand and product set.
Assumptions were being made that that was how b2b decision-makers wanted to be communicated to…but how accurate were they and regardless of that are those assumptions still valid in the wake of b2b marketing during and after Covid-19?
Those assumptions are of course, already widely being acted upon by b2b marketeers and the desire with b2b marketeers to use ALL digital channels to replace face to face contact and other Analog channels but this runs the severe risk of digital saturation….and the Covid-19 situation has accelerated this risk. Coupled with this there is also a widening disconnect between marketing and sales channels with sales teams, in a state of desperation, resulting to running off piste and not following the best practice of email marketing laid out by their marketing colleagues.
Digital saturation is real
Digital saturation should also not just be seen from a channel perspective but realised from a human perspective. Pixelated video interactions are proven to be exhausting the human brain….’zoom fatigue’ is real. . 4 months into a remote working model this is becoming a real if not still unforeseen issue for organisations to be aware of…more video calls….a lot of video calls…then emails….then more emails, then team chat….then more video calls….then social media interaction and so on an so forth. Is Covid and remote working bringing us to a point of digital exhaustion?
It’s a subject matter cyber-psychologist’s state is very real and evolving fast. “We’re engaged in numerous activities, but never fully devoting ourselves to focus on anything in particular,” says Andrew Franklin, a top US cyber-psychologist . Psychologists call this continuous partial attention, and it applies as much to virtual environments as it does to real ones. Think of how hard it would be to cook and read at the same time. That's the kind of multi-tasking your brain is trying, and often failing, to navigate in a group video chat.
This leads to problems in which group video chats become less collaborative and more like siloed panels, in which only two people at a time talk while the rest listen. Because each participant is using one audio stream and is aware of all the other voices, parallel conversations are impossible. If you view a single speaker at a time, you can’t recognise how non-active participants are behaving—something you would normally pick up with peripheral vision.
For some people, the prolonged split in attention creates a perplexing sense of being drained while having accomplished nothing. The brain becomes overwhelmed by unfamiliar excess stimuli while being hyper-focused on searching for non-verbal cues that it can’t find.
That’s why a traditional phone call may be less taxing on the brain, Franklin says, because it delivers on a small promise: to convey only a voice.
So what is the opportunity for b2b marketeers?
With all that said and done, does voice marketing now represent a clear and obvious opportunity for b2b marketeers to install a brief and engaging change to the monotony of digital? Will it a draw a better response from decision-makers? Can b2b marketeers really afford to pump ALL of their marketing strategy and budget down a digital path? The human brain is after all more focused when engaging with a single, un-pixelated channel – such as the human voice.
B2B marketing therefore needs to start activating voice strategies that not only better convert the sales funnel (progressing and nurturing digitally generated marketing qualified leads) but start to play a role in breaking up the digital monotony of the Covid remote working model and in doing so improve their brand and customer experience.
There are of course huge levels of detail that goes into an effective b2b ‘voice’ campaign:
- Ensuring your 15 second pitch is concise and punchy (you typically have 5 seconds to gain the trust of the decision-maker).
- In-depth understanding of the audience and sector being targeted (data insight).
- High knowledge levels of the brand and product which allows you to portray your brand values through the correct vernacular (tone, pitch, volume) and continue building the great customer experience you have initiated through your demand generative digital strategies.
- Strong listening and selling acumen.
How we can help...
Golley Slater PRM delivers world-class b2b ‘Voice’ marketing for a number of household blue-chip b2b brands all of which operate their own internal inbound call centres and are confident to place part of their telephony customer experience in the hands of an outsourced partner.
We can wholeheartedly assure (given the number of blue-chip b2b clients that have started to work with us since the crisis began) all b2b marketeers out there that, like it or not Voice is coming back thick and strong as a result of the pandemic situation, leading us to believe that the future of b2b marketing isn’t one of a 100% martech and digital focus – its about the connection between data, martech AND telephony.
To discuss more, get in contact today,
Jason Horsman, Managing Director
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