Tech buying decisions are more complex than ever, with information spread across multiple channels, and influence across multiple teams. Deloitte Digital is addressing these challenges with a new B2B hi-tech marketing offering for clients, designed to transform how modern enterprises organize, engage and convert B2B buying groups through access to Adobe technology.
In today’s B2B hi-tech marketplace, companies face increasing complexity not only in what they sell, but in how their customers buy. Modern purchase decisions are predominantly self-directed in digital channels and involve multi-layered buying groups. Yet marketing and sales often operate out of sync, with data scattered across platforms and key stakeholders remaining hidden for much of the buying journey. Without early buyer identification and unified insights, organizations often struggle to engage the appropriate decision-makers with relevant messages, which can result in longer sales cycles and lower conversion rates.
“B2B success today requires transforming the entire customer experience—using context and relevance to deliver what customers need faster and create a more connected, differentiated brand.”
Beth Adams
Managing director | Advertising, Marketing & Commerce | Deloitte Consulting LLP
To navigate these challenges, B2B companies in the hi-tech industry should develop a true 360-degree view of their customers, enabling them to understand and market to buying groups while considering each individual group member’s role and needs. This requires harnessing data to identify and organize buying groups, clarify individual responsibilities, map interactions throughout the decision-making process, and foster effective collaboration between marketing and sales.
Deloitte Digital’s new B2B service offering for the hi-tech industry enables businesses to transform their customer engagement strategy with a data-driven approach to marketing and sales alignment through access to Adobe Experience Platform Agent Orchestrator, Real-Time CDP B2B Edition, Adobe Journey Optimizer B2B Edition, Adobe Customer Journey Analytics B2B Edition and Adobe Marketo Engage. By delivering deeper, more organized buyer insights, the B2B hi-tech buying group service offering helps organizations engage customers more effectively and drive stronger, more integrated business outcomes. It also elevates organizations’ ability to connect event engagement data to ongoing marketing journeys. Combining online and offline buyer data helps organizations create an efficient experience that deepens customer relationships. Powered by agentic artificial intelligence (AI), businesses can identify buying groups with enriched insights that reveal individuals’ roles and priorities. With that information, leaders can coordinate effective messaging and orchestrate a more personalized experience for every buying group member. Better engagement throughout the buyer journey equips marketing teams to more effectively prioritize and qualify prospects, improving handoffs to sales teams, which can increase close rates.
“The Deloitte Digital B2B marketing service offering powered by Adobe helps our clients identify and create the buying groups they want to market to, then activate personalized experiences across the customer journey.”
Kenneth Marzin
Principal | Marketing & Customer Experience Transformation leader | Deloitte Consulting LLP
In a marketing environment impacted by fragmented data, complex buyer journeys and difficulty demonstrating ROI, the Deloitte Digital service offering helps organizations convert data into actionable marketing and sales insights to effect measurable business outcomes.
