For FuturePrint, 2023 has been another growth year, and looking ahead into the near future, with a new event in Valencia on 28-29 February 2024, this looks set to continue. Whatever is happening with the global economy, FuturePrint continues to grow in readership, views, downloads, opens and engagements. We apportion this to a good mix of quality content, frequency and the fact that digital platforms and communities have a strong role to play in aligning with a change that is happening with the shift in B2B buying behaviour which is fast becoming akin to B2C.

Despite 2023 being a challenging kind of year for the world economy and the print industry in general, it has still been a successful year for FuturePrint!

* By year-end, we will have amassed over 50,000 viewers on our FuturePrint TV YouTube Channel (up from appx 32,000 in ‘22)

* We will have achieved over 12,000 podcast downloads (up on appx 6,000 in ‘22)

* Reached nearly 40,000 pageviews/readers on the FuturePrint/s websites from over 100 countries (up on appx 35,000 in ‘22)

* Over 33% open rate for ‘Get Focused’ which is way higher than the industry average of 20% (up on 30% in 2022)

* Gained over 24,000 subscribers to FuturePrint ‘Get-Focused’ email newsletter (up on appx 22,000 in ‘22)

If you would like to get involved in 2024, then Contact Marcus Timson

BUT TO ANSWER THE QUESTION POSED IN THE TITLE OF THIS PIECE, WHY IS FUTUREPRINT STILL GROWING?

As intimated in the intro paragraph, B2B buying is fast changing meaning the research phase, and the importance of digital storytelling, thought leadership and branding are growing too.

In times of volatility, many businesses go on the defence. Restricting outgoing investment, particularly marketing. So if we accept this inevitability what kind of marketing should we do in 2024? Even if we have to do less?

Of course prune. This makes sense, but do not stop. While buying may have slowed and people are far more circumspect, history tells us recessions (although technically this is not a recession) are fairly short and while the inclination is to do nothing and wait to see what happens, this could result in a loss of momentum and opportunity.

FuturePrint’s growth points to the continued need for quality content, practical insight, storytelling and help. All key attributes that will help a buyer on their journey whether they are in the funnel or not. Add to this the fact that buying behaviours has changed since COVID too.

How has buying behaviour changed since COVID?

There has been a shift in purchasing since COVID which we should all be aware of, this includes the following:

• Greater buyer promiscuity

• Less reliance on previous relationships

• Group buying and group decision-making

• Decline in the importance of salespeople in the early phase

• Self-service buying

• Digital research phase is more thorough and longer

• Product launches happen whenever the marketer is ready, not to suit event cycles

• Proprietary events growth

• Reduction of trade shows dominance

Below is some of the research that I found online to underline and prove that this is not just intuition.

B2B becoming more like B2C

Gartner believes the growth in the influence of Millennials & Gen-Zers is leading buying behaviour to mirror B2C. If sellers aren’t active digitally and exploiting thought leadership and storytelling they they are not enabling the buyer journey.

They recommend stopping using sales reps as gatekeepers to important product information.

“This is now a turn-off, while salespeople retain relevance later in the sales process, they often get in the way of the buyer early on. Buyers want readily available info during their self-serve research phase.”

Gartner’s research projects that by 2025, “80% of B2B sales interactions between suppliers and buyers will occur in digital channels.” 33% of all buyers desire a seller-free sales experience—a preference that climbs to 44% for millennials.

Gartner: The Future of Sales

Forbes concurs with Gartner in stating that it is also no longer the case that sales teams are the primary source of knowledge for buyers. With online information so freely and easily available and less reliance on face-to-face interactions, buyers have an understanding of what they need almost instantly.

Forbes goes as far as to recommend ditching cold outreach efforts completely. The majority of people state that cold calling (64%) is the #1 reason they are less likely to buy a product. It has a reverse effect. An unexpected salesperson calling you is a turn-off.

The B2C marketplace should be the place to look for inspiration for B2B marketers. These companies are interacting directly with their customers, engaging them in new ways, and helping seal the deal—primarily through virtual communication or influence. B2B vendors can learn a lot from their friends in the B2C space.

Forbes: How to Navigate the Changing Customer Buying Journey

According to research by Ah um “two out of every three business leaders (65%) are drawn in by visuals when searching for B2B content,” and according to HubSpot, “short-form videos and influencer marketing are top marketing channels that businesses plan to invest more time and resources into in 2023”—so what you publish on your owned channels can make or break a buyer’s interest in your business.

So what?

Stories help project forward a vision of the future. When we are in a state of financial anxiety we are so nervous about the future we go into defence mode. Austerity is not a strategy, it is a temporary phase that is finite. Being visible, committed, useful and confident through all the channels available just positions you optimally.

However laggard you may think the print industry is this buyer change is affecting the print industry too. Failing to have a strategy that enables buyers to see you, your product, story, brand and purpose will put you at a disadvantage.

So why is FuturePrint still growing?

Because it delivers content people need and like while helping them to understand the value prop of a business and a product, before they decide to engage a seller. It is as simple as that.

Contact Marcus Timson