B2B marketing refers to business to business marketing. It is associated with the marketing of products and services to other organizations and businesses. It is quite different from Business to Consumer or B2C marketing, which is directed at customers.
Broadly speaking, the content B2B marketing generates is informational and straight forward, as compared to B2C marketing. It is mainly because businesses do not make purchases on the basis of hunch. Instead, their buying capacity and decisions are driven by the bottom line revenue impact. Consumers also do not consider Return on Investment (ROI) while making an everyday purchase, especially in monetary sense. However, for the corporate decision makers, ROI is of paramount importance, and usually the driving factor.
In the contemporary business world, B2B marketers usually sell to buying committees that have multiple stake holders. It creates a complex and even challenging landscape, but apt, accurate and robust data helps the sellers reach the buyers with relevant, and personalized information. Hence, paving the way for an improved business environment.
Who is B2B Marketing For?
Business to business marketing is for any organization that sells to other organizations. It can have several forms, such as security solutions, tools, SaaS (Software as a device) subscriptions and office supplies, among a million others. However, there are companies that are both B2C and B2B marketers.
B2B Campaign and Target Audience
B2B marketing campaigns are mostly targeted at individuals who have control over the purchasing decisions in an organization, or at least can influence them. It includes a large array of individuals. These can include low level researchers, to the CEO and relevant board members of a company.
Customer Centric Approach
It is therefore, wise to take consumer centric approach for marketing strategy in B2B marketing.
The value of Consumers
It is important to understand and analyze customer data to identify the most suitable candidates or customers that will provide you with the best opportunities and maximum sales.
Identify the Right Targets
Competition is sky high, and the market is saturated. You can easily lose track of your customers and business goals. It is smart to identify your targets that will bring the most value to your company, or generate maximum ROI.
Determine the Drivers for Action
It implies that you should have a plan in place to peak your target’s interest, and guide them to act, and ultimately make a deal with your company.
Understand that Value is Important
In B2B marketing, you are trying to sell to a business giant, or perhaps a new business who is still trying to achieve profits. You need to determine how you will demonstrate value in your products. Why should they go for you, and not a competitor? Why is your product worth their investment?
Establish Communication Channels
Communication is the essence of business marketing. Establish sound communication channels. Communication should be relevant, timely and to the point. Do not waste their time by beating around the bush. Instead, give them the details, and let them select the apropos communication channel.
Creative Development and Planning
Campaign building demands time, and hard work. While designing a campaign for B2B marketing, use communication materials that will be the excellent representation of your organization, and your product.
How does B2B Marketing Affect Lead Generation?
The primary goal of B2B marketing strategy is Lead Generation. Consequently, marketing services should focus on various types of campaigns that will work across a wide range of Business to Business marketing platforms. You should focus on the most relevant type of campaign for your business goals, instead of blindly following current trends and fads. You can opt for various marketing strategies such as
Content Marketing
- Direct Email Marketing
- Direct Mail Marketing
- Trade Show Marketing
- Events Marketing
- Referral Marketing
- Online Marketing
- Social Media Marketing
- And Brand Building
Agencies such as Ternion Solutions can tailor B2B marketing strategies that will suit your pocket, your organizational strengths, opportunities, and objectives. They will consider characteristics that make you unique in your industry. And mold the strategy around the uniqueness of the product, or services as well as the target market.
It is prudent to work by combining marketing strategies for B2B marketing with lead generation techniques to create a hybrid solution that will help your company shine in the crowd, and set you a class apart.
B2B Digital Marketing
It is important to have an online presence, especially in today’s time and age. Digital presence can refer to paid ads, SEO, website and social media channels, etc.
Define your target audience
For Digital B2B marketing, defining the audience can be tricky. However, defining the buyer persona can help you further plan out your strategy.
Create your website
Digital presence is not really digital if you do not have a website. Website should be engaging and informative. Users often visit websites to verify the company’s authenticity and develop trust before marking a purchase.
Optimize your digital presence
You website should not be limited to information only. It should engage the visitors. Focus on making it discoverable by following technical SEO tricks. Infuse texts, images, speed and other elements in your website.
Opt for PPC Campaigns
Another way for rounding off your digital presence is using the PPC ads. Pay per click lets your content find new audience through search engines and various ad platforms.
B2B Content Marketing
B2B customers are not your everyday consumers. They are driven by logic and expertise. They are aware of their wants, and needs. Therefore, content marketing is the best marketing tool to satiate their priorities.
B2C marketing strategies interrupts their customer’s with daily promotional materials. However, content marketing gives valuable information to the customer which B2B customers are searching for.
B2B Social Media Marketing
Social media is everything. With the growing number of platforms B2B social media marketing can be of immense value. It is not limited to individual customers. B2B companies can exploit it for massive gains. Social media is the perfect tool for creating brand awareness. You company might not have a website, but social media presence can up your marketing game. It is a powerful factor when it comes to connecting with people. Just like emails, social media can help you access a wide chunk of audience and attract them towards your company. Keep the channels open for communication, and constantly post to keep the customers up dated with your company’s progress.
In Summary
B2B marketing refers to Business to Business marketing.
B2B marketing sells products to other companies.
B2B marketing generates content that is informational and straight forward.
B2B marketers usually sell to buyers with multiple stake holders.
The primary goal of any B2B marketing strategy is Lead Generation.
Social media and digital presence is pertinent to the company’s growth and attracting a large audience.
Creating website can help gain recognition.
Content marketing is essential in B2B marketing. It gives the right information to its customers, without wasting their time.
