How To Unlock the Power of Connection for Effective B2B Engagement

Humans have an innate desire to connect. It’s part of our DNA. Consider how the pandemic magnified our need to connect and how, in the absence of in-person connections, we leaned on technology to create new ways to connect digitally, whether it was through a video call, over social media, texts, or emails. In this article, we will discuss the power of connection for effective B2B engagement.

While the pandemic may be over and we’re back to connecting in person, the ways we connect digitally have persisted. These digital-first behaviors are even more apparent in B2B marketing. For instance, it’s no longer enough to depend on an in-person sales meeting at your prospect’s offices. They may no longer even have an office. Or they may take offense at a cold call to their cell phone instead of an office phone line. And in the face of today’s economic headwinds, they may no longer have the budget to travel to a conference. This means that we need to continue to evolve our approach to establishing meaningful connections in the channels where our audiences are. 

Fortunately, we have at our fingertips a bevy of marketing technologies that support deeper and more meaningful connections. Below are considerations for choosing technologies that enable better B2B marketing connections in our new world.