If a company’s business is focused on selling goods and services to other companies, it will be sold and marketed differently than normal consumer sales. The sales cycle and timeline for B2B marketing will be different, the B2B path to purchase is longer, and the decision-making process involves more people. In addition, most B2B buyers spend not their own money, but the company’s money. B2B marketing should include building brand awareness and targeting decision-makers.
Business-to-business or B-to-B is a marketing term that refers to the exchange or sale of goods, services, or information by other companies, but in the process excluding the final physical consumer of the goods or services.
The past year has been a year of significant change, as many consumers have turned to online shopping, and so have B2B customers. This trend means that B2B companies are forced to increase their investment in digital marketing, change their marketing models, and find new strategies.
Most Effective B2B Marketing Strategies
Here are some of the most effective B2B marketing strategies to try.
- Email distribution
According to the survey, about 60% of B2B marketers believe that email marketing is the most successful way to generate leads. With the ability to automate personalized email marketing, many B2B business owners can keep in touch with past customers and remind themselves.
Sending a weekly email with company news and updates doesn’t seem to bother customers and can help keep customers up to date and remind your company when a client needs a specific product or service.
- Advertising on social networks
For B2B companies, the most effective social networks are Facebook and LinkedIn:
Over 40% of B2B marketers acquire customers through Facebook. It is one of the largest social networks used by the widest audience. Facebook offers convenient ad options that allow you to target the right people.
Every third of the world’s professionals use LinkedIn. A report published by LinkedIn states that 50% of B2B traffic comes directly from their social network. LinkedIn accounts for 80% of all B2B leads generated by social media.
- Video to increase engagement
Google research shows that 70% of B2B customers prefer watching videos when choosing a product. About 70% of B2B marketers say they include video content in their marketing campaigns.
Videos give a website personality, make it easier to perceive information, and increase the time potential customers spend on the page. This in turn helps improve the site’s ranking in search results.
Today, videos are easy to record, edit, and upload thanks to a wide variety of editing tools and software. The most important thing is not to get addicted to trying to create the perfect video. People are attracted to real people who can communicate comfortably, preferably on an equal basis, and overly glamorous video content can create a sense of distance.
- Training for clients
To stand out in today’s B2B marketplace, educate customers on how to use your product and show that you can help solve their problems when needed.
B2B customers know the offers on the market very well, spend hours researching offers from potential suppliers, and in order for their choice to fall on you, you need to offer some kind of extra incentive. This can be a one-on-one product demonstration or an in-service consulting service.
- Individual approach
Perhaps the most important aspect of the B2B sales cycle is delivering customized B2B Sales Analytics Solution. Every business you work with needs to feel like you can provide them with a custom solution, not just a product that can be purchased anywhere else.
