How European B2B Marketers Succeed With Real Marketing: Secret Information And Confidence
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After years of hearing about GDPR regulations in Europe, many US B2B marketers I speak with feel that marketing is more difficult across the Atlantic and that regulation has been a barrier to engagement. when customers and success.
And due to the proliferation of technology companies that started in the US, there is also a feeling that other markets are behind and the US is leading in the area of digital marketing.
Interestingly, our latest research shows that rather than hurting European retailers, their differences have helped them.
They achieve success through a quality controlled data approach with a focus on authenticity, which builds trust and commitment:
- Data privacy is more important than ever, and it’s a high-profile issue.
- Trust is the key to keeping prospects and customers happy.
US marketers stand to gain valuable insights from their European peers if they want to create the right user experience for their companies and products.
Loyalty Reliance
The 2024 B2B Marketing Outlook report from Anteriad, conducted with Ascend2, finds that many European B2B marketers expect budget increases compared to North America and APAC—which means they are doing something about right
Another reason for the success of European marketers is probably their focus on authenticity as a major part of marketing and advertising. Fully 72% of European B2B marketers are “Authenticity Acrobats,” placing authenticity at the heart of their business—a higher percentage than marketers of any other region.
The Authenticity Acrobat Group has better results than its European peers and has high confidence and high growth prospects. Furthermore, 56% of them are very confident about their data policy and the most important thing for them is the quality of the data.
“Trust” describes various factors that can create trust between buyers and sellers. It refers to the marketing process of presenting a clear, consistent vision of a company or solution to customers, which helps them better understand what they will get when they buy.
Honest communication reduces customer doubts and builds trust, which is so important in a good relationship.
A message boasting that a new product is an industry changer may be more likely to get clicks, but the message instead describes how it creates success or improves the result using real examples, is very accurate – and helps the customer make the case to buy it. .
Giving the Right Message
The truth alone, however, is not enough to get in front of the right customer with the right message. People are at different stages of the customer journey, so they have different needs and challenges. European marketers rely on authenticity to build trust, but they are adapting their message to different audiences.
In an environment where data privacy is highly valued, quality data is important—and supports a focus on authenticity because it helps with accurate and relevant messaging, which drives increased engagement.
European marketers have spent the last decade adopting better privacy practices, and instead of reducing their efforts, the investment is paying off.
Europe may not have the scale that the US enjoys, so it’s a “quality over quantity” approach. Cheap clicks have been replaced by a deterministic vs probabilistic approach, which means that advertising messages are more likely to reach qualified people. On the other hand, it means that messages should be done carefully.
Independent studies have proven that data collected with respect for privacy and compliance are effective in campaigns. (For example, in our test with Causal IQ, our Neutronian Certified data outperformed uncertified data sets from several publishers. Neutronian certifies data that meets certain quality standards. privacy.)
Two Ways Taken for US Traders
One lesson for the US market is that the situation is important as long as it reaches a solid level of value. Going below that mark can mean a wasted budget and low response rates. Working with partners who respect that value can help US retailers reduce waste in their pursuit of lower revenue.
Another thing that US marketers should take into account is that if they increase their focus on data quality and prioritize their accuracy, the ratio of positive results improves. Once they focus on value, treating every interaction as an opportunity to have a real connection is a virtuous cycle that can get US retailers out of bad habits.
Additional Resources on Privacy, Trust, and Marketing Integrity
Earn Your Customers’ Trust: How to Use Authenticity and Authenticity to Reach Your Audience
Small Things for Big Impact: What Makes Reality in Sales Promotion and Marketing
Five Steps to Building Trust Through Thought Leadership
Be Successful by Being Authentic
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