Always-on marketing: here’s why its effective on B2B buyers

Imagine if the solution to any problem you faced in life was right in front of you. Sounds amazing, right?  

Now, what if the same applied to your biggest workplace or organizational challenges? If the answers were clear and easily accessible, wouldn’t you jump at the chance to use them?  

That’s precisely what an always-on marketing strategy aims to achieve: being present at the exact moment your buyers are ready to act. 

In this blog post, we’ll explore why an always-on marketing strategy resonates with B2B buyers as we draw upon insights from Digitalzone’s B2B Buyer Beat—a comprehensive 2024 report featuring research and survey results from 1,500 decision-makers worldwide.  

Specifically, we’ll delve into why this strategy appeals to the modern buyer and share examples of how you can incorporate it into your marketing efforts. 

What is an always-on marketing strategy?

An always-on marketing strategy is defined as a proactive approach that ensures your brand remains consistently visible and actively engaged with your target audience. 

The significance of an always-on strategy lies in its ability to build relationships over time with potential buyers. By consistently delivering value through relevant content and interactions, marketers can nurture prospects at every stage of the buying journey. 

Unlike traditional campaign-based marketing that peaks and then fades, an always-on strategy maintains a constant presence across various channels.  

In the context of B2B marketing, it’s crucial because B2B buying cycles are lengthy and complex, requiring sustained engagement to stay top-of-mind decision makers.  

 This ongoing presence not only reinforces brand recognition but also positions your company as a trusted partner when buyers are ready to make a decision. 

Why B2B buyers need always-on marketing 

B2B buyers today face a myriad of challenges that can slow down their decision-making process.  

The 95:5 ratio is a principle particularly relevant to B2B marketers. It highlights that only a small fraction of buyers—just 5%—are actively in the market at any given time. This makes it crucial to maintain a steady presence that resonates with their ongoing needs.  

To capture the remaining 95% of future buyers, adopting a calm and consistent approach is essential. 

In addition to sometimes not being in the market, buyers sometimes encounter hurdles even when they are ready to purchase. The research in the report identified three top challenges faced by B2B buyers: 

1. Time Constraints
2. Budget Limitations
3. External Factors 

Always-on marketing addresses many buyer challenges because it creates a constant touchpoint with both potential and ready purchasers. It allows marketers to engage with prospects through personalized content, which empowers them to navigate their unique challenges.

Examples of always-on marketing  

While an always-on marketing approach might seem practical, it’s not necessarily simple. Implementing strategies to keep your brand consistently engaged and responsive with B2B buyers is no easy task.  

A smart way to get started is by focusing on specific areas of your marketing and adjusting to ensure they are “always on.”  

Here are some areas to consider: 

• Real-Time Personalization: Use AI-driven tools to tailor content recommendations and offers to individual buyers based on their behavior and preferences, ensuring your message hits home at the perfect moment. 
• Automated Engagement: Implement chatbots and automated email nurture sequences that provide instant responses and nurture leads continuously, keeping your brand top-of-mind without missing a beat. 
• Dynamic Content Updates: Regularly refresh your website and social media channels with the latest industry insights and solutions, positioning your brand as a go-to resource whenever buyers seek information. 
• 24/7 Social Listening: Monitor social media platforms around the clock to identify and engage with potential leads, addressing their needs and questions as they arise. 
• Proactive Customer Support: Offer round-the-clock support through multiple channels, ensuring that help is always available when your buyers need it most.  
• Empowered Brand Advocates: Nurture and rally your brand advocates to amplify your message and promote your brand with genuine flair, building trust and forging meaningful connections with potential buyers. 

All in all, these strategies keep your marketing efforts lively, relevant, and ready to meet your buyers’ needs whenever they arise. 

Staying always-on is getting ahead in B2B marketing 

An always-on marketing strategy keeps your brand agile and ever-present since it engages B2B buyers with precision and relevance.  

By leveraging real-time personalization and proactive engagement, you can outpace competitors by being the solution your target audience sees right at the very moment they have a need for it. 

To get a deeper understanding about the data behind always-on marketing and other trends covered in the report, take a look at the B2B Buyer Beat dashboard (it lets you view the survey results by demographic, age, job level, and more).