We live in the era of experiential and emotional Marketing , because it is increasingly difficult to make your voice heard by customers literally bombarded with advertising messages, phone calls, emails, pop ups, etc. The only way to gain some attention is to intercept needs and fears , solve problems and create positive experiences .
Nothing new actually, except that today these principles also apply to B2B companies , which until recently followed a completely different marketing playbook than consumer companies.
Corporate storytelling in the B2B buyer's journey
There was a time when B2B companies limited themselves to telling the market about their products, extolling their most innovative distinctive features. Today, not only is all this of little interest, but it can become annoying: according to a Forrester survey, 57% of B2B buyers believe that most of the documentation sent by suppliers is useless and 66% consider that they receive too much of it, making it difficult to identify what they are interested in. In any case, the content produced by the supplier is the last element that is evaluated in a self-managed purchasing journey conducted online .
Awareness and corporate storytelling
The first phase of the buyer's journey, called Awareness , always occurs autonomously: the potential buyer feels a need , would like to improve a certain situation and informs himself to understand what opportunities the market offers , what the latest trends are and what other companies are doing. He needs to focus on the problem and is looking for an expert voice on the topic , because he still knows little or nothing about the solution that will allow him to satisfy his needs.
In this initial phase of the buyer's journey, specialized publishers represen canada telegram data research is paid for.
The right place for corporate storytelling: some data on the Digital360 Network
In Italy, the largest network of B2B newspapers dedicated to digital innovation topics is Digital360 , which manages 53 online portals with over 1.5 million unique visitors per month, and is the first source of information for those who search for information using search engines: over 5 thousand keywords in the tech sector show articles positioned on the first page of the Google ranking.
In other words, the authoritative and professional content published every day by Digital360's staff of expert journalists, in addition to external contributors of proven expertise, currently represents the primary source of information in Italy for those who want to stay up to date on technological innovation .
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360-degree corporate storytelling
The network addresses the macro-theme of digital transformation from different angles, with daily news, insights, videos, case histories, interviews, etc., published according to the specific theme on the 53 online newspapers.
