Why employee engagement is the critical driver for B2B market growth

Over the past year, the pandemic has had substantial implications for B2B marketing with the absence of in-person events, such as trade shows. Due to this major impediment, businesses were forced to adapt and totally reinvent business networking strategies geared toward the growing online demographic.

Today, digital marketing is the number one common denominator in every B2B strategy. But what does that really mean, and what’s next?

Let's explore the core components that make up a compelling and engaging B2B digital marketing growth strategy in today’s evolving climate.

Brand awareness is critical; let’s not neglect it.

First on the list is brand awareness. It’s been the focus of B2C marketing conversations for the past year. How can brands ring authentic and true by showing their target consumer audience that they care about deeper cultural and societal issues, and are willing to put the time and effort toward making a positive impact? 2020 taught us that black boxes were no longer enough; lip service was overrated and it was time for action.

But did that conversation happen on the B2B side of the equation? It should be a top concern. Strong brand awareness is usually linked to increased financial performance, higher sales volumes, and profitability. What many B2B businesses fail to realize, though, is that implementation starts from within.

Organic employee engagement spurs brand advocacy; leverage it.

Engaged employees help sell the business. They promote their companies and spread awareness using an authentic tone. In today’s society, a positive company culture will determine the success of the business. Marketers who want to expand their company's growth must modify their digital strategies and incorporate employee engagement into their core programs.

Employee activists are more than just engaged employees. The relationship an employer has with the employee can determine work ethic, organic engagement and build workplace advocacy. Employee advocacy programs drive huge impacts in the digital marketing community. According to a recent report, 79% of businesses reported more online visibility, while 65% reported increased brand recognition after adding or bolstering such programs.

Marketers should encourage social media backing

Over the last few years, social media platforms have become a common outlet for B2B marketers to interact with prospective clients, share content and maintain relationships with key clients. It takes time and dedication to reach success, and consistency in strategy is key. One organic post can garner comments and shares as opposed to a paid advertisement that fails to resonate.

Now, more than ever, utilizing the benefits of social media is extremely crucial. Marketers should decide which social platform they would like to capitalize on, ensuring that it is tailored to their specific needs and goals. With this, marketers can improve their process of distributing and sharing content along with analyzing the recorded results.

Understanding and preparing for the future of digital marketing is all about striking a balance. The future of B2B marketing relies strongly on employee engagement. Organic employee engagement turns into employee advocacy. Marketers who understand the power of “the employee” and utilize the powerful combination of organic engagement and social media will see significant results. This will form a solid foundation and build stronger relationships with business owners, potential prospects and clients.