If your client is also a company, what are you waiting for to build a B2B marketing strategy?
Who has that particularity in the business, cannot use the same actions that are directed to the final consumer.
As you will see in this article, not only are the needs and aspirations different, so is the decision-making process.
Your customer tends to rely more on rational arguments to drive a purchase in a logical manner.
Does it seem like a challenge? Of course.
But throughout this text, you are going to realize that it is possible to be effective and tell the market what it wants to hear.
Do you want to know how?
Do not move from here!
What is B2B marketing?
B2B Marketing is the process that considers the sale of a product or service from one company to another – trade marketing.
Its name is derived from the English expression “business-to-business”, or in its free translation, business-to-business marketing.
The techniques of this type of marketing depend on the same basic principles of consumer marketing (B2C), but they are executed in a unique way.
While consumers choose products based not only on price, but on popularity, status, and other emotional and social factors, B2B buyers make decisions based on profit potential and price.
Later I will refer to other differences between the two models to facilitate a more detailed understanding of both perspectives.
Also, it is important to mention that B2B marketing works with building valuable relationships to ensure long-lasting customers.
That is an important goal for any company, be it small, medium or large.
B2B marketing concepts
As I mentioned, B2B marketing involves two companies, and for that reason, it is executed in a different way than consumer marketing.
This means that you need to be much more focused on generating qualified leads for the sales team, tracking sales processes, and delivering the product or service within a certain time frame.
Likewise, the post-sale strategy also plays an important role in this method.
And this occurs entirely to help establish a more lasting relationship between companies, identifying the level of customer satisfaction.
Even everything that can be adapted to keep the business between them working in the best possible way.
In this context, optimize lead generation and the starting point to achieve an effective B2B marketing strategy.
Which means that all the proposed actions must be worked towards moving forward through the sales funnel, until the moment of purchase.
If you reflect on this, you will see that you are facing one of the main challenges of B2B marketing.
At the end of the day, with the evolution of the internet, customers are much more informed and demanding.
On the one hand, this is very good for those who offer solutions that seek quality, efficiency and cost-benefit.
But it is undeniable that it demands a greater effort from companies to highlight the differentiators of your product or service, compared to the large number of competitors.
And even after attracting the public’s attention, amid such immense competition, the work of B2B marketing is only beginning.
From the moment the company manages to capture the attention of a potential customer and convert it into a lead, it is necessary to coordinate the marketing and sales departments so that that lead is nurtured efficiently until the purchase decision is made.
I remind you: for this alliance to work well, you have to define viable goals.
That is true in marketing and sales.
To help you on that journey, my advice is to establish some metrics to follow the performance of the strategies.
Nobody wants to invest in something that does not generate return.
For this reason, inbound marketing has become a strategy widely used by companies to capture and qualify leads for sales.
Write down this term. You’re still going to hear about him, even in this article.
The difference between B2B and B2C marketing
When the customer is a company, they have different needs and priorities than the final consumer.
Despite being obvious, it is not always clearly understood how to put a marketing strategy into practice.
If you are facing that challenge, the tips I selected will guide your next actions.
Take a look now at some of the main differences between the two methods
Use the information to find the right tools, draw up your marketing plan and put it into practice.
Specific language versus humanized language
To achieve the desired effect on B2B platforms, marketers can use industry-specific jargon and language that reaches more people.
Now, in B2C marketing, companies must speak exactly the same language as their consumers.
Which means establishing a simpler communication and a more appropriate tone of voice, since what is intended is to respond to the wishes of the end consumer.
The purchase decision
The B2B public looks for efficiency and experience in that certain segment, while the consumer public is more likely to be looking for offers or entertainment.
This being the case, the B2B buying process tends to be more rational and driven by a logic of the business itself.
In short, if the need is not addressed, there is no price to be justified.
On the other hand, the purchase decision of end consumers is often triggered by emotional factors, such as hunger, desire, status or cost.
Customer versus Customer Satisfaction
The goal of the B2B audience is to be educated and gain experience in a specific segment.
It is a type of customer who needs to evolve, have solutions and feel fulfilled by the purchase.
For their part, B2C customers need to be satisfied, which is different from solving a logical demand.
They seek to have fun, be happy with the purchase, and satisfy their emotional needs.
Again, the difference between the demands is significant.
In B2B marketing it is necessary to offer customers highly detailed content.
Your audience expects it to be served by a qualified sales and marketing team.
From another perspective, the strategic activities of B2C in social networks, for example, must meet the basic objectives of being useful, that they can be shared and preferably they are well-tempered, what we say, also represents a great challenge.
In practice, while one strategy involves the user with rational arguments, the other draws more attention due to emotional factors than logical ones.
A more extensive content tends to work better for B2B, since the company has to prove its experience and present in its information a real reason to buy
For their part, consumers tend to prefer something short and fast, especially for B2C products with lower prices.
They are more objective.
Preference to build brand relationships
A B2C consumer, who follows a brand, is not necessarily looking to build a close relationship with it.
With the B2B public, things are different.
That link means generating more advantageous business opportunities for both, let’s say as a partnership.
It is intended that the relationship be consolidated and continue, therefore, it must be given the value it deserves in marketing strategies as well as in sales.
B2B marketing has a longer cycle
The B2B has a much longer cycle, because the acquisition of a product or service must go through the approval of superiors.
In most cases, it is not the user who has contact with your marketing action who decides the purchase.
And when it is, it does not do it alone.
In another vein, B2C purchasing decisions are made by those who feel directly impacted by the campaigns.
In addition, they are possibly influenced by recommendations or suggestions made by friends or family.
Customer purchase cycle interval
The B2B buying cycle is generally longer than the one that occurs in the B2C process.
Even sometimes there is a need for permanent purchases.
Therefore, it requires much more care and attention.
B2C purchases tend to satisfy immediate needs, while B2B decisions are aimed at meeting long-term goals.
The contract for a B2B purchase usually lasts for months, and even years.
Which leads to a more delayed decision.
Depending on the product, the full B2C cycle can take as little as a few minutes.
In that sense they are incomparable markets.
4 necessary elements in a successful B2B marketing strategy
B2B marketing can be a great way to attract more customers.
But you have to take into account that the purchase decision has to do with more than one person, as I just explained to you.
In addition, the strategies tend to be well directed, since we are talking about a more demanding audience, which lacks rational and logical arguments.
Therefore, I am going to introduce you to the four essential elements to guarantee the success of your B2B marketing strategy.
1. Analyze your competition
First of all, it is necessary to keep in mind that, given the high competitiveness between companies, you must be attentive to what happens in the market.
Remember that your client can receive new proposals at any time.
For this reason, to avoid losing, you must carefully observe what your competition is doing, what initiatives it is taking.
If someone releases a novel solution, whatever the feature of that novelty, your customer retention becomes more vulnerable.
Remember not to focus only on the price factor, but on the differentiators that your solution offers, compared to others that are circulating in the market.
2. Segment the audience
It is clear that for B2B marketing actions to be successful, they must reach the right people. In short, to managers and decision makers.
Therefore, when creating your strategy, be sure to develop messages and content for each type of audience.
Remember that, in general, you are going to be dealing with people who know your market very well.
So, the treatment cannot be superficial and the language must be appropriate to give the correct follow-up to the sales process.
3. Create a person for your business
With the information to segment your audience in your hands, it’s time to transform it into a buyer persona, that is, a fairly close representation of your customer profile.
In the process of creating these people, you manage to identify various information about customers and also their characteristics.
For example, their goals, challenges, interests, and needs, which helps tailor your speech to what they want to hear.
In this way, it is easier to position yourself in the market and offer the right solution at the right time.
4. Define clear and tangible goals
Before you can be successful, you need to define what success means to you.
Wasn’t it clear to you? I’m going to explain it to you.
The challenge lies in focusing on the objective, on what you want for the company, the brand, the product or service you offer.
Your team needs to set achievable goals that serve to guide actions.
The important thing is that they are simple and also shared with everyone in the company.
Only in this way will it be possible to keep everyone engaged in the main purpose.
And this makes it easy to track the results.
Therefore, do not forget to establish some performance indicators (KPIs) to measure the result of your actions.
B2B marketing strategies
Anyone who works in the field of marketing is bombarded by different ideas, strategies, tactics, tools and software.
All of these pieces have one thing in common: They promise to make your job easier and more efficient.
But how do you tell what really works for you?
The first step is to know what you have.
Pick a few strategies that are used in B2B marketing to achieve your goals.
Having a well-structured presentation of your solution, so that it develops naturally and spontaneously, is an excellent strategy for those who move in the B2B market.
To do this, you have to think about channels that place knowledge as a priority.
In that context, Slide share can be a good option for companies that want to invest in that type of marketing.
Search engines are one of the main sources that people use to consume content.
Even when the client is a company, and he also searches Google for solutions for his different needs.
Therefore, in addition to helping them find you, it is essential to produce quality content for the company’s blog, and thus add value to the business.
It also works to test your dominance on the matter in front of potential clients, and even answer their questions.
And best of all: among inbound marketing strategies, this is one of the cheapest, therefore, it is among those that generate the highest returns on investment.
With the new modes of transmission of knowledge and information and the easy access to the internet allowed by smartphones, people have been consuming a large portion of content through videos on YouTube.
When a channel is well planned, it can work perfectly to educate customers and at the same time add value to the solution on offer.
For example, you can make a series of video tutorials that explain the functionalities of your product or service.
Surely this increases the trust of customers towards your company.
The email marketing is an excellent channel for closer relations and engage your customers.
Keep in mind to use it, mainly in your post-sale strategies.
The tools that are on the market allow a high degree of personalization of emails, which leads to a more humanized communication with customers.
Additionally, marketing automation can be a good outlet to nurture leads and drive them to the bottom of the sales funnel.
Infographics are also a good way to increase trust in the company, as numbers and statistics tend to give any content more credibility.
Make sure the data is real, accurate and current.
The piece must provide a dynamic reading and the infographic must have an attractive layout.
With so much traffic going on the internet and the massive use of smartphones, finding new ways to promote and strengthen relationships with customers through social networks is a recurring theme in the world of B2B marketing.
Thanks to social media platforms, it is possible to disseminate content and open two-way conversations between companies, increasing the credibility of providers.
Furthermore, as consumer habits have been changing rapidly and consumers are much more informed today, companies are more likely to buy in those places they can find on social networks.
This happens mainly because they want to discover the opinion of other customers who are using a certain solution.
The webinars work as if they were seminars, but in digital format, on video.
They are a good strategy to gain the trust of the public, and at the same time, to keep it educated and inclined to buy.
The themes and models can be of various types, adapting to the particularities of each business.
For example, you can call a customer who is satisfied with your solution and have a chat with him.
And so, he will be able to talk with other interested parties and tell them that what you offer has changed the reality of their business.
Start capturing leads with Klickpages today
Still not using Klickpages to transform your site visitors into leads?
And how about doing it also to send news by email, invite you to subscribe to a newsletter or send you a request to enroll in a course?
Whatever the action, do your best to create your landing page, as it greatly increases the chance of confirming conversions?
Finally, check out the three steps to create yours:
- Choose your model: know the high conversion alternatives proven by tests.
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There is something that is elementary in any and all marketing strategy: knowing your target audience well.
It is essential to know how to communicate with him and choose the means to do so.
You cannot make the mistake of conducting actions, without considering that on the other side, there will also be a company and not a client (natural person).
Their needs are different, as well as the criteria that they take into account in the decision-making process.
As you could see in this article, there are a number of variables to tailor your campaigns to that audience.
Now that you have assimilated the information, study the market and use that knowledge in favor of your business.
And when it comes to capturing leads, don’t forget to have Klickpages and their fantastic landing pages.
I want and can help you overcome your challenges.