B2B Digital Transformation and the Importance of Owned Content Channels

How are B2B companies handling the next phase of digital transformation when it comes to owned content channels? Let’s find out, as host Tim Maitland talked with Mike McCalley, VP at Vixxo, a facilities management company. McCalley has a long career in marketing leadership, working for GE, Flowserve and CECO Environmental.

In discussing digital transformation for B2B, McCalley said it depends on the buyer making the decision, as each generation has its own familiarity with technology – all the way from “digital foreigners” to “digital natives.”

The buyer journey matters, as well. It’s changed from being relationship-based to buyers seeking information and looking to learn. “Your digital presence is your silent salesperson,” McCalley said.

That’s true, because it’s always there and available. McCalley also noted there’s a misconception about B2B buyers and that their decisions don’t involve emotion.

“You have to prove your product or service will make them more money, but you also have to make them feel good about it and that you’re an expert in the field,” he said.

Brands can do that better than ever by owning their own media channels, including podcasts, streamed events and their websites. The time to evolve for brands is here. “Either be the disruptor or the disrupted,” McCalley commented.

B2B companies, before the pandemic, spent a lot of money on trade shows. McCalley pointed out that the value of those is in the moment. In contrast, digital events are recorded and available to keep attracting new viewers.

As for the future of in-person events, McCalley believes a hybrid approach is likely. “From my perspective, trade shows are a wild card, but I think more vendors will be there in person, while attendees will be more selective, so a digital presence and option will be necessary.”

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!


“The Employee is My First Customer.” Strategies for Restaurant Success from Legacy Restaurateur
November 29, 2021
  Author, restaurant owner and hospitality industry expert Barry Jessurun discussed his book, life lessons, and tips for restaurant success with Host Barbara Castiglia on The Main Course. As Read more
As Export Values Rise, American Farmers Face a Trade Crisis
As Export Values Rise, American Farmers Face a Trade Crisis
November 26, 2021
Key Points: U.S. agricultural exports are being hampered by transportation issues, leading to a loss in sales potentially as high as 22%. In 2021 from January through July, the dairy industry Read more
Cyber Monday Will Be the Big Test for Retailers' Ecommerce Strategies
Cyber Monday Will Be the Big Test for Retailers’ Ecommerce Strategies
November 26, 2021
  The holiday shopping season gets its first big test this weekend with Black Friday deals and the welcomed-by-retailers resurgence of in-store shopping and deals. Even if consumers are looking to Read more