Business-to-Business (B2B) companies need to have a unique approach to drive sales from their customers. Since you are catering to the needs of another company, you need to demonstrate how your products or services will give value to your client’s bottom line.
Hence, your marketing strategy needs to be focused on convincing your client company’s decision-makers that purchasing your products or services can yield a good return on investment for them.
There are certain nuances to B2B marketing and today, we are talking about just that. Let’s get started!
B2B marketing the collective term for all efforts, tactics, and strategies used in promoting and selling to other businesses or organizations. B2B businesses often offer products, services, or software as a service (SaaS) that other companies can use in their daily operations, in their production, or to resell to their customers.
Marketing messages in the B2B sphere are often aimed at people with control or influence on the purchasing decisions of a company. This can include executives, procurement officers, and other individuals who can make purchases in half of companies or organizations.
The B2B market is one that is driven by logic, efficiency, and financial incentive with a longer buying cycle. Since B2B buyers are after long-term solutions, they often have a long relationship with vendors. This means building a strong personal relationship with your clients is crucial.
In B2B marketing, you reach your end goal of putting customers in your sales funnel by highlighting your expertise as a solutions provider. B2B customers want to be educated on how your products and services will make them money.
Some of the most common marketing channels used in B2B marketing are:
B2B marketing differs greatly from B2C marketing. Marketers need to use different branding and communication strategies to effectively convert leads into paying customers. Here are the main differences between B2B and B2C marketing.
B2B marketing caters to the needs, captures the interests of, and solved the pain points of individuals who have a say in the purchasing decision in a company or organization.
In contrast, B2C marketing targets the needs, interests, and pain points of individual customers. They rarely need to consult other people when they want to purchase a product or avail of a service.
B2B customers are focused on how your products and services can give them an attractive ROI. They put a premium on your brand’s efficiency and expertise in providing long-term solutions for their pain points. They expect marketing materials to show your products and services can add value to their bottom line
Meanwhile, B2C customers want to find the best deals from the most engaging brands. They want to see marketing materials that are fun and that offer the best value for their money.
B2B customers are driven by logic and financial incentive. So, your message should focus on your product’s benefits, how it works, and how it can help your customers make more money.
On the other hand, B2C customers are driven by their emotions. Your messaging should tug at their heartstrings. Your marketing materials should appeal to their emotions, so they become excited to purchase your products.
B2B buyers tend to prefer working with account managers and salespeople because they deem them knowledgeable about the product or service they intend to purchase. Furthermore, they are looking for long-term solutions for their pain points. This means the sales cycle is longer, so you need to build a good and long working relationship with them.
On the other hand, B2C customers like to purchase directly from the brand.
This can be through a company’s online store or through a brick and mortar. The sales cycle is shorter with individual customers so the marketing goal here is to promote repeat purchases.
When it comes to creating a successful B2B marketing campaign, your overall strategy matters more than individual tactics. The specific things you do to market your product or services should be tied to a sound strategy that details your goals and success metrics. Here are the three most useful things you need to create a successful B2B Campaign:
Before you can set reasonable goals and determine the steps you need to undertake to reach them, you first need to have to understand your market and your place in it.
Look at your competitors and identify their strengths, weaknesses, and their positioning in the market. What demographics are they targeting and why? What sets them apart from other service providers in your niche?
Next, look at your own value proposition. What makes your product or service unique? What gap in your niche are you able to fill successfully and how? Is there a specific pain point in your industry that only you can solve?
Knowing who you’re selling to makes it easier to create buyer-specific messaging that will resonate with them and guarantee a sale down the line. Find the answers to these questions:
Once you know your place in the market and who you’re marketing to, it’s time to identify the goals you want to achieve with your B2B marketing strategy. Depending on your goals, you can customize the messaging you will use and pick the right marketing channel that will best serve your needs.
Most B2B companies have these goals:
Regardless of the goals you need to achieve, you need to make sure that they are SMART—specific, measurable, attainable, relevant, and time-based.
When it comes to B2B marketing, having a strong understanding of fundamentals is already half the battle. Once you understand what marketing to other companies entails, figuring out the specific steps will become easier.
But if you’re a little bit overwhelmed or if digital marketing just isn’t your strongest suit, the B2B marketing experts on the FreeUp marketplace can help you out.
We have freelancers who can help you in developing tactics that fit with your B2B marketing goals. Whether it’s coming up with compelling social media copy, writing or editing your whitepaper, or coming up with an SEO strategy that will put your brand at the top of the SERPs, hiring a dedicated freelancer can boost your B2B marketing strategy.
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