It’s hard to do the right B2B Marketing. Between creative demands, budget constraints, and channel decisions, marketers have to change a lot when developing their B2B marketing strategy.
However, the biggest determinant of marketing effectiveness is your audience.
If you’re targeting your buyer personality incorrectly, your promotions and ads are likely to go unheeded. You’d be better off about not marketing at all.
However, most of the target audience differs between individual consumers and businesses. Some companies serve individual customers, while others serve companies and organizations.
Marketing to businesses is very different from marketing to individual consumers. This is why there is a completely different marketing method – B2B marketing, and that’s why we created this guide. You will have a greater understanding of B2B marketing, the most powerful B2B marketing tactics, and how to tap into and transform your business audience by the end of this post.
What is B2B Marketing?
B2B marketing (business-to-business) means any marketing strategy or content aimed at a business or organization. Any company that sells products or services to other businesses or organizations (rather than consumers) usually uses B2B marketing strategies.
HubSpot is an example of a B2B marketing company. HubSpot’s customers are businesses other than individual consumers. Thus, all of our marketing efforts can be categorized as B2B.
B2B Marketing Vs B2C Marketing
The two are very different: B2B and B2C (business to consumer). Their methods and implementations, and the way they deal with them, vary in their B2B and B2C marketing.
B2B’s marketing focuses on the wishes, desires and concerns of individuals who make the agency a customer on their behalf or for their company (and not for themselves). Such examples of B2B firms are as follows:
- Coworking space that rents office space to remote teams and freelancers (e.g. WeWork)
- On-demand order fulfillment, warehousing and screen printing services (e.g. Printful)
- A marketing software company that sells social media management tools, lead generation software, and other marketing tools to businesses and organizations (like HubSpot!)
- B2C marketing targets the needs, interests and concerns of individual consumers who shop on behalf of or for themselves, thereby making a person a buyer. Here are some examples of B2C companies:
- An e-commerce company that sells office supplies to remote or self-employed individuals (such as Poppin).
- Shop for T-shirts and other clothing and accessories (eg Target).
- A music network that offers streaming subscriptions (like Spotify).
Look at the chart that compares B2B and B2C customers.
|FOR B2B MARKETING||FOR B2C MARKETING|
|purpose||Customers are focused on ROI, performance and experience.||Customers are looking for great deals and entertainment (which means marketing should be more fun).|
|Purchasing motivation||Clients are driven by logic and financial incentives.||Customers are driven by emotion.|
|Drivers||Customers want to get an education||Customers value education but do not always need it to make a purchasing decision.|
|Purchase process||Clients love (if not prefer) working with account managers and salespeople.||Customers love to shop directly.|
|People involved in the purchase||Customers often need to consult with decision-makers and other members of their team chain before making a purchasing decision.||Customers rarely need to consult with others before making a purchasing decision.|
|Purpose of purchase||Customers buy long-term solutions, which leads to longer sales cycles, longer contracts and longer relationships with companies.||Clients are not necessarily looking for long-term solutions or long-term relationships.|
While they differ, B2B and B2C also overlap in many ways. While Poppin sells office supplies to remote or self-employed individuals, they also design corporate office space and branded products. On the other hand, Printful not only offers businesses order fulfillment and warehousing; they also fulfill e-commerce print orders for individuals.
As different as B2B and B2C marketing audiences are, B2B marketers can always learn from B2C campaigns.
B2B Marketing Strategy
As I said above, marketing depends on its audience. While B2B and B2C marketing are different, not all B2B marketing materials are the same.
In this section, we’ll talk about the various B2B marketing strategies you can implement to reach a specific business audience. However, before we dive in, make sure you understand the B2B buyer journey. Pay attention to how each of these steps can affect your marketing strategies and how you implement them.
B2B Email Marketing
Email marketing is a tried and true method of reaching both individual consumers and business customers. Did you know that 93% of B2B marketers use email? You are one of them? You should be. Emails drive engagement, turning subscribers into leads and then customers.
Unlike B2C customers who respond better to emotions and entertainment, B2B customers seek logic and positive ROI. Basically, they ask themselves: How can your business help my business grow? Because of this, your email marketing must constantly resonate with your business customers and focus on the things that matter to them, like time, money, and resources.
Email marketing is also a powerful vehicle for sharing your brand content. 83% of B2B companies use email newsletters as part of their content marketing program, and 40% of B2B marketers say these newsletters are the most critical to the success of their content marketing.
With the constant barrage of emails flooding our inboxes today, it’s more important than ever to create and send effective marketing emails.
B2B Email Marketing Best Practices
- Write attractive subject lines. Think of your email subject lines as a Netflix trailer – if you can’t hook your audience with a two-minute clip (or, in this case, a few dozen characters), don’t expect them to open up and watch ( or read) the whole thing. We recommend spending almost as much time on the subject lines of your email as on the emails themselves.
- Stick to an email call-to-action (CTA). If you think the number of emails you receive is high, take a look at the calls to action in those emails. some are filled with two, three, and sometimes up to 10 different calls to action. Don’t make this mistake, which can leave recipients wondering “What should I click first?” and finally click nothing. With an email call-to-action, you allow your audience to focus on the content of your email and, ultimately, an action… a respite from today’s frequent paralysis of decision-making and analysis.
- Segregate your e-mail to the audience most involved. Not all email you submit is suitable for those on your list. Your subscribers may be at different stages of the buyer’s journey or looking for different solutions. That’s where email list targeting comes in. Not only does this help you better engage with your audience, but it also gives your emails that personal feeling that says “Hey, I’m listening and I know what you’d like to see.” Consumers often choose the consistency of email over quantity.
- Make sure your email designs are responsive. More than 80% of email users access their inboxes on their phones, and emails that don’t display correctly on mobile devices are often deleted within three seconds. Oh. Don’t let your email be one of those.
- Don’t be afraid of cold emails. As uncomfortable as it may be, the right email can convert new customers, like this cold sales email that won 16 new B2B customers.
B2B Digital Marketing
All businesses, whether B2B or B2C, must have a digital presence, which is made up of paid ads, search engine optimization, a website, and wherever else your B2B business is active online. Let’s take a look at some tactics that can strengthen your B2B digital marketing strategy.
Define Your Target Audience
A solid B2B digital marketing strategy starts with defining your target audience or buyer persona. This demographic and psychographic information will inform almost all other marketing activities thereafter, ensuring that your digital content and material are absorbed by the right eyes and ears (and that no resources are wasted on your part).
Create Your Website
Second, digital marketing cannot fully function without an informative and attractive website. More than 80% of shoppers visit a website before making a purchase. Also, since the typical B2B sales cycle often involves many key players (such as gatekeepers, decision-makers, and others who have to shop for a purchase), websites are easy and straightforward ways for influencers to share. information about your product or service.
Optimize Your Digital Presence
However, your website must be more than informative and attractive it must be visible. This can be done using SEO and advanced SEO tactics on the website. This ranges from text and meta-descriptions in the alt picture (what visitors see), to hierarchical data and site speed (what visitors can’t see). Off-page SEO is also at play here, which refers to external linking strategies and social sharing, SEO tactics that take place outside of your website.
Run PPC Campaigns
Finally, complete your digital presence with pay-per-click (PPC) advertising, which allows you to show your content and brand in front of new audiences through search engines and other advertising platforms. I recommend maximizing your PPC investment by advertising more than your specific products or services, such as your brand personality, blog or social media content, or company tagline.
The best way to see an ROI from your paid ads is by 1) incorporating your buyer persona data and 2) driving the content they can relate to. For example, a new consumer who has never heard of you is highly unlikely to be searching for your exact product. They may be looking for a solution based on location or product features. To reach the most potential customers, pay to target relevant categories within your brand instead of promoting your product or services.
B2B Content Marketing
We’ve talked about how B2B customers are focused on experience, driven by logic and a desire to be educated. What better marketing tool than B2B content marketing to achieve these priorities?
While a traditional PR marketing strategy interrupts a consumer’s day-to-day with promotional material, a content marketing strategy adds valuable information and informs the consumer, which is precisely what B2B customers are looking for. Not to mention, content marketing supports SEO efforts, which involves anticipating what your audience is looking for, helping them discover your website and content… and potentially converting them into customers.
It’s important to note that content marketing is most effective when it aligns your content with various stages of the buyer’s journey. As noted by Jonathan Franchell, CEO and founder of Ironpaper: “The content effective in educating awareness phase to the buyer of its points weak .”
“A common mistake B2B organizations make is educating the buyer about their own company, product or service. The buyer is not prepared for that; they are just beginning to understand their problem. “
Franchell adds: “In addition, B2B companies must test the content. Take an incentive quiz and vary the type of content – use a webinar, e-book, or video. Understand which content format attracts the right types of buyers and measure it at an individual human level. ”
In fact, 80% of business decision-makers prefer to get information from an article than from an advertisement. Knowing this, I would say that you should put the same (if not more) resources into your content marketing as you do in your traditional advertising strategy.
Because the B2B buyer journey is slightly different from the B2C buyer journey (which has shorter sales cycles and fewer involved decision-makers), the content you create for your B2B content marketing strategy may vary more than the content. you have seen as a consumer. , as illustrated in the graphic below.
However, before you start creating content, I recommend creating a business blog. (Don’t worry, increasing your blog’s readership is easier than you think.) Your blog will host all the content you create and serve as the basis for readers to visit and subscribe to it.
B2B Social Media Marketing
Did you know that 75% of B2B buyers and 84% of C-Suite executives use social media when making a purchase? That’s right, social media marketing isn’t just for brands that target individual consumers.
However, many B2B companies struggle with social media marketing. It can be more difficult to use social media to connect with business customers, especially since (as we mentioned above) there is generally a longer sales cycle and a longer chain of command.
Honestly, B2B social media marketing may not be the place where you convert the most leads, and that’s okay. It is likely to come into play near the beginning of your customers’ buyer journeys.
Social media is a powerful tool for building brand awareness, giving your company an online personality, and humanizing your business – all very powerful factors when it comes to marketing and connecting with potential customers. Like email marketing, social media is also a very effective channel for sharing your content and enhancing your brand experience, the latter of which we know B2B customers appreciate.
While your social media accounts may not convert as often as your content or email marketing, they are just as important. In this case, the followers are just as valuable – you never know when they might become leads or customers.
Examples of B2B marketing
A B2B marketing approach that works for one company may not work for another, but that doesn’t mean we can’t learn something from the professionals. Here are four examples of B2B marketing from companies that got it right.
Email Marketing: Mattermark, Raise the Bar Newsletter
Raise the Bar is Mattermark’s daily summary newsletter featuring insights from the leaders in sales, marketing, and growth engineering. It’s curated by Mattermark executives and easy to scan, which is valuable in a world of elaborate and complicated daily newsletters and summaries.
This is a good example of B2B email marketing because Mattermark takes the time to educate its subscribers without blatantly selling to them. This action builds trust in your audience while equipping them with everything they need to know to make a purchase and become a paying customer.
Digital Marketing: Maersk, Website Home Page
It’s nearly impossible to know the intent of everyone who comes to your website, but Maersk’s home page design makes it easy for visitors to find their way.
By offering three main options (“Become a customer”, “Access your account” and “Start a career”), Maersk clearly segments its audience and allows visitors to easily navigate to the content on the site that corresponds to their intention.
This small design tweak also helps Maersk build trust and authority within each of these niche audiences – prospects, current customers, and even employees.
Content Marketing: LeadPages, Blog + Resources
LeadPages has been initiated since its inception in 2012. however, it reached more than $ 16 million in revenue just three years later. Its owner attributes its rapid success to its content strategy, making it a great example of B2B content marketing.
LeadPages produces many different types of content resources, such as a blog, customer stories, a podcast, and a webinar. The variety of these resources enables the company to reach customers when they use the method that resonates best with them.
LeadPages offers a blog that covers topics like A / B testing, lead generation, and other product and brand-related topics, a weekly podcast that you chat with everyday entrepreneurs, and even a definitive guide to landing pages, which you equip your clients with. to properly use and optimize the LeadPages product, all for free.
Social Media Marketing: Mailchimp, Instagram
Social networks are an effective channel to interact with your audience. It’s also a fun place to post great graphics and show off your brand personality. On Instagram, MailChimp has excelled in both.
Less than half of your post on Instagram have to do with email marketing or the MailChimp product, but the MailChimp team always finds a way to make posts relevant to your audience and followers, all while presenting graphics and funny and attractive videos of the brand.
MailChimp also uses its Instagram to present true customer stories and testimonials, which can have a tremendous impact on potential consumers in the consideration and decision stages.
Finally, MailChimp makes use of a socket called LinkinBio, which allows Instagram users to click on your home page or other digital content (since Instagram does not offer live links on its platform).
This creates a clear path for consumers who discover or seek MailChimp on Instagram and want more information about your website.
Invest In B2B Marketing And Reach Your Business Customers
Marketing isn’t effective unless you keep your audience in mind, and no other audience is as fickle and critical as business customers. Your marketing should communicate how your business can help theirs… and if not, it may not be marketing at all.
Use these tips and strategies to understand your B2B audience, round out the personalities of your buyers, and effectively use the B2B marketing strategies that reach them. When you focus on your audience, your marketing will do the same.