Developing a B2B Marketing Strategy

30March 2024

Companies that earn a significant portion of their revenue from business-to-business sales are known as B2B businesses. Common examples include specialist consultancy, import and export and corporate law firms.

Marketing teams can use several strategies to attract and engage potential buyers. These include content marketing and lead nurturing, among others.

Marketing at the Top of the Funnel

Top-of-funnel marketing reaches potential customers before they even consider seeking out your business for their needs. This is where a marketing strategy that includes blogging, e-books, and social media campaigns can make an impact. By targeting leads with this type of content, you’re able to provide valuable information about their problem or pain point and position yourself as a credible resource that may be able to help them resolve it.

Once a potential lead begins to engage with your brand, they’ll seek out additional resources and further research into the problem or solution. This is where MOFU content (medium-to-further-outbound) such as webinars, in-depth product guides, and testimonials can be a powerful tool to help them narrow down their choices and decide on a solution that will work for them.

In order to create effective top-of-funnel marketing, you’ll want to collaborate closely with other departments such as customer service and sales. This will allow you to get a better understanding of your target audience’s problems, pain points, and decision-making processes, which can be used to inform your marketing strategies and tactics.

Marketing at the Bottom of the Funnel

After winning over your audience and nurturing them with relevant content all the way through the middle stages of the funnel, it’s time to convert leads into customers. At the bottom of the funnel, your audience is weighing their options. They are looking for qualifiers and logistical information that will make their final decision a sound one.

If you can provide them with what they need, your marketing will be successful. This includes a well-crafted pricing page that is easy to understand while being honest and truthful about your services and prices. It also helps to have a live chat option where your support team can address any questions that may arise during this stage of the buying process.

While B2B marketing can be tricky, if you know what tactics to implement and when to do them, it can work very well for your business. Using a marketing automation platform like Nutshell Campaigns can help you save time so that you can focus on implementing these strategies.

Engaging with the Buyer’s Committee

B2B marketing involves a lengthy sales cycle and requires multiple stakeholders to be involved. These stakeholders are often referred to as the buying committee, and they bring distinct priorities and agendas to the table. Aligning them and addressing their objections is essential to the success of the sales process.

Using data-driven insights to identify and understand the roles, personas, and motivations of each member of the buying committee is an important part of navigating the sales process successfully. Providing educational content, leveraging influencers to bolster your value proposition, and facilitating open communication throughout the process are effective strategies for building strong relationships with these influential buyers.

Continuing to build on buyer relationships after they’ve signed is vital to maintaining loyalty and achieving repeat business. This can be achieved through a variety of marketing methods, including email marketing. Email marketers should make it a priority to refresh their relationship with customers by sharing relevant content through personalized emails.

Developing a Marketing Strategy

Developing a marketing strategy helps businesses ensure that all marketing tactics support the overall business goals. By clearly defining marketing objectives, understanding the buyer journey and establishing buyer personas, and aligning marketing tactics with sales goals, B2B marketers can maximize their ROI.

Moreover, monitoring metrics like lead generation and conversion rates and customer lifetime value help businesses understand how their b2b marketing strategies are performing. These metrics enable them to make data-driven decisions and identify areas for improvement.

Finally, implementing tactics that foster a stronger sense of empathy between marketing and sales teams is vital to building long-term buyer relationships in B2B. For example, utilizing tools like Cognism to see which companies are visiting your website (even those that don’t fill out a form) is an easy way to build these connections and drive more revenue over time.

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