B2B Marketing Strategy

4March 2024

Creating a strong B2B marketing strategy requires a clear understanding of who you are selling to and why. Then, you must implement the strategies and tools that are suited to your audiences.

For example, a marketing department might author thought leadership blogs to communicate big ideas about their industry and products. They might also create product-specific blogs to showcase new features.

Marketing to Business Buyers

A business-to-business marketer creates carefully tailored marketing content that is targeted solely at a businesses and their specialised buyer audience. The role can also involve consolidating customer loyalty through post-sale strategies such as webinars, product updates and newsletters.

Unlike consumers, who can be swayed by insecurities or whims, a business audience’s motivations tend to vary less. This is partly because they are more likely to buy for a business, rather than for themselves.

As such, a business-focused digital marketing strategy may focus on platforms such as LinkedIn and Instagram, as well as more traditional channels like email and Facebook. Messaging apps such as WhatsApp and Facebook Messenger are popular amongst B2B decision-makers, with 54% reporting using one for work purposes. These platforms also facilitate direct, personalised engagement between marketers and potential customers. This helps businesses avoid interruptive, generic marketing messages that can turn buyers off. The best B2B marketers will combine a strategic mindset with an experimental, scientific approach to achieve their sales goals.

Marketing to Decision-Makers

B2B marketing is a little different from other types of marketing, as it targets business decision-makers rather than consumers. That distinction affects everything from the sales cycle to the brand strategy.

As a result, B2B marketing can be more complex than other types of marketing. The sales cycle can be longer, and the purchasing process more involved since multiple people need to approve purchases.

For example, an executive at a large company may need to consult with IT or finance before making a purchase decision. This can slow down the process, and it may even lead to a rejection of a potential sale.

To overcome these challenges, marketers can employ various strategies to reach decision-makers. They can use social media, including LinkedIn and Instagram, to target key personas. In addition, they can host online or offline events like industry conferences to get their messages in front of decision-makers. They can also distribute content through email to nurture leads and buyers over time.

Marketing to Buyers at Different Stages of the Sales Cycle

Business-to-business marketers need to understand the buyer journey as it relates to their specific products. B2B sales can involve multiple decision makers, and the buying cycle may take weeks to a few months for a sale to be made.

This is why it’s critical for marketing and sales teams to focus on attracting buyers with relevant content rather than interrupting them with ads. B2B marketing campaigns should also incorporate a variety of marketing channels.

For example, a blog, webinars, white papers, social media posts, and email marketing can all be used to reach buyers in different ways. A webinar, for example, can function as gated content (buyers must provide their email addresses in order to access) or as an educational tool to build trust.

The types of marketing channels used will vary depending on the industry, product or service, and company size. However, most marketing campaigns include a combination of the following tactics:

Marketing to Existing Customers

Marketing to existing customers is a key part of any B2B strategy. These customers already have a connection to the company, and they’re more likely to make repeat purchases. This type of marketing is different from reaching out to new leads and prospective buyers, and it requires more targeted and thoughtful messaging.

B2B companies can reach current customers through social media, email, and paid ads. Content marketing is also a powerful tool, and it’s essential for B2B businesses to focus on high-quality content that’s relevant to their audience’s interests and pain points.

B2B marketers can use review and testimonial campaigns to boost brand credibility with potential customers. Reviews and testimonials provide third-party validation that can be trusted as much as a recommendation from a friend or family member. They can also help businesses establish themselves as experts in their industry. B2B companies can leverage these campaigns through email, social media, and paid search (such as Google AdWords). B2B marketers can also promote these campaigns through their websites with a dedicated content hub and a variety of informational blog posts.

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