Five keys to successful B2B marketing
Business-to-business marketing refers to strategies and tactics used by companies that sell directly to other companies. B2B marketing strategies must account for all the different stakeholders, whether they are executive decision-makers or simply influencers, who impact business purchases, unlike B2C marketing, which assumes the audience is the buyer.
Multiple marketing tactics are used by good B2B marketing strategies simultaneously to reach multiple audiences. Furthermore, they must account for longer sales cycles since businesses thoroughly research available options and involve multiple stakeholders in the decision-making process.
How do you approach a B2B sale?
Working in a B2B framework is very different than selling to consumers.
Purchasing decisions can take months or years to unfold, with customers conducting enormous amounts of research, vetting potential vendors and holding several sales meetings before making the call.
There’s no such thing as a compulsive purchase in the B2B world, which means digital marketers need to be meticulous with their strategies and patiently wait for their campaigns to coalesce.
5 keys to successful B2B marketing campaigns
- Know your audience: By developing detailed buyer personas, you can learn how buyers make purchasing decisions.
- Deliver unique value: Use your blog to answer prospective customers’ questions, solve their problems and provide industry insights they can’t find anywhere else.
- Engagement: Backlinks, call-to-actions and additional content keep visitors on the site and exploring new material. Email marketing and social media promote engagement on multiple digital platforms.
- Capture qualified leads: Research-based gated content such as eBooks and white papers can aid in lead generation after prospects have progressed further down the sales funnel.
- Schedule a sales demo/consultation: Assume your qualified leads have a good understanding of your general business model, and offer them the specific value you can provide.