One thing is certain: data is the new gold. A treasure that companies should dig up sooner rather than later. The right tools for this are intelligent tools based on artificial intelligence.
5th trend:
It is thanks to Generation Z (those born between brazil phone number list 1997 and 2010) in particular that values such as moral, social and ecological responsibility are also entering the business world. How customers evaluate a brand or make a purchasing decision is closely linked to the issues of authenticity and responsible actions of an organization. The "Truth about Gen Z" study by McCann Worldgroup shows that 57 percent of respondents would pay more for products from a company that shares their values. Social commitment, diversity and environmental protection are the top priorities.
B2B companies are also well advised to be clear about their self-image - their purpose - and to communicate it in an authentic way. It is obvious that sustainable action and a corporate culture characterized by diversity are becoming increasingly important for one's own purpose.
Excursus: Influencer Marketing
In order to communicate their own values authentically and increase brand awareness, companies continue to rely heavily on influencer marketing. What works well in the B2C sector with YouTubers and Instagrammers is often still in its infancy in the B2B sector, but has great potential. The principle is the same, only the implementation is different:
While in B2C well-known people with tens of millions of followers are suitable as influencers, in B2B fame and reach are less important. This is because the purchase decision is made less quickly and emotionally, but more slowly and based on facts. Anyone who lets satisfied employees, reference customers, business partners or experts speak for their company can conduct very successful influencer marketing in the B2B environment.