While B2B marketing involves working with specific individuals or groups, the process is not as simple as it sounds. Rather, it is a process of establishing relationships with the office managers and higher-level employees who will ultimately determine whether or not to buy a product. In contrast, B2C customers seek quick information about the products or services they are interested in, and they rely heavily on reviews and social proof to make purchasing decisions.
To create a successful B2B marketing strategy, a business must research the needs and interests of its customer base. Just because a product or service is on the market does not mean there is a need for it. To figure out what people need, create a customer user group. Leveraging existing customer base can also help identify what customers are interested in. For instance, marketing for an IT company may focus on cloud security. In addition, it is important to understand the language of the decision-makers.
Video testimonials are a powerful tool for B2B marketers because they allow them to explore the “human impact” of their organization. Unlike sales pitches and brochures, real customers can tell more compelling stories than marketers can. This gives potential buyers a person to relate to. In addition to capturing the emotional impact of an online testimonial, video testimonials can be used to promote new products or services. They can also be used to promote upcoming events and webinars.
B2B companies often assign a point value to their customers based on their size, industry, and location. For example, a business owner who owns a large company might be awarded a higher score if the CEO of the company has a large company. A B2B marketer may want to reward such employees with a higher salary. The same principle applies to the CEO of a small business. It is important to build a pipeline of prospects for future growth.