Marketing has changed in recent years, and the world of B2B marketing has shifted right along with it. According to recent research and insights, people aren’t as linear as they used to be in their search, research, and shopping approaches. Instead of following a direct path from the awareness phase to the consideration phase and finally through the purchase, they are now changing their consideration set in unique and unpredictable ways.

The one thing we know, though, is that they’re still using search. In fact, search remains the #1 resource for research. Today, Google reports that “90% of B2B researchers who are online use search specifically to research business purchases.”

This means one thing: search is more important now than it’s ever been. The flipside of that is that search has also become more varied. The days of assuming a brand campaign and a product can do the job are over, and companies who want to reach their customers need to get more creative.

Fortunately, though, there are dozens of ways to cater to search in the modern B2B landscape, despite sweeping changes. Here’s what you need to know.

What Search Looks Like in the Modern World

One of the biggest takeaways of recent research is that companies who want to succeed have to stop marketing to the average buyer and, instead, start optimizing media for relevance to the consumer, while also focusing on the lifetime value of the brand.

This translates into more productive search campaigns, more specific keywords, and ads that can take the client to content that will answer the questions they are looking for. While this sounds like many balls to keep in the air at once, it’s critical in the new age of search. And, because of this, brands that make a name for themselves as companies that assist customers throughout their search journey are more likely to earn conversions, sales, and more.

How to Support Changing Search Dynamics

So, what can you do to cater to current search dynamics? How can your company adjust its approach to support the needs of customers in the modern world? Here are a few elements to pay attention to:

Relevancy

Marketers who want to support current search standards have to create more content – period. This means ad groups, ads, content, landing pages, and keywords that can be aligned to the client’s objectives at the time of the search.

Fortunately, there are many modern tools to help support this objective. The Chassis fulfillment module with the template manager, for example, was designed to allow users to create specific ads and target specific keywords. The module makes it possible to create a large number of ad groups in a very short period so that marketers can scale the relevancy required for today search campaigns.

Usefulness

Google’s advice on adapting to modern search? “Stop marketing to the average. Be useful. People respond to brands that understand their needs.” While some customers are going to spend more, others are going to spend less. No two search journeys are the same in the modern world, and companies must start targeting the customers they truly want, rather than defaulting to the ones the competition has left behind.

Automation

Automation is a critical tool in the modern digital age. Brands that succeed today are the ones who deliver fast, seamless, user-friendly experiences. With this in mind, it’s smart to start investing in software and other tools that can help you understand and predict intent and scale efficiently. Eliminating time-consuming manual processes makes it possible to uncover missed opportunities and set your marketing up for success in the future.

The Future of Search Looks Bright

Search is changing at breakneck speed, but that doesn’t mean you have to be left behind. By investing in adaptive techniques and tools, like Chassis, you can keep up with search through all its twists and turns, effectively catering to your customers and promoting the growth of your business for years to come.

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