Marketing Strategy For B2b Business – Nearly 90% of the world’s data has been produced in the last two years, ushering in what Deloitte has dubbed the Fourth Industrial Revolution. Technology has changed the way we think, learn, work and shop—and that includes the B2B sector. However, when it comes to B2B marketing, many B2B business owners I know have (on
If you’re in the same boat, allow me to catch you up: Y2K never happened, Beanie Babies were a lousy investment, and B2B buyers now have unlimited access to information through a tiny, Internet-connected screen that’s attached to their pocket.
Marketing Strategy For B2b Business
A new study by marketing research firm Gartner found that despite the proliferation of digital access, 77% of B2B buyers still feel that making a purchase is time consuming – and even painful.
Winning B2b Marketing Strategies For Saas Businesses
After years on the front lines of B2B digital marketing transformation, I’ve learned what it takes to succeed and what leads to failure – and I want to share that insider tribal wisdom with you. Below, I’ve summarized everything you need to know about building a winning B2B marketing strategy in this easy-to-understand guide. It is divided into three phases and eight sections (you can go directly to each section by clicking below):
By the end of this guide, you should have a solid understanding of today’s B2B landscape, the trends and behaviors to capitalize on, and the strategies professionals use to drive leads, sales, and revenue.
Step 1: Prepare Making a plan before getting ready is similar to bungee jumping before measuring a rope. If you haven’t gathered information about your audience, don’t have a marketing framework to work with, or don’t understand the three critical elements of a sales growth plan, you won’t see success with your 2020 B2B marketing plan . The section below will help you gather all the research and information you need to prepare yourself and create a winning plan. 1. Understanding B2B Digital Transformation and the Modern B2B Buyer Journey
Most B2B business owners I speak with understand on some basic level that digital transformation has changed business as usual. And this includes the way buyers find and find B2B sellers.
Digital Marketing Services For B2b And B2c Companies
Traditionally in B2B sales, there was a primary buyer. They followed a predictable, controlled path like the traditional marketing funnel template below:
The distinctive marketing lineup consisted of salable, printed marketing collateral. Sales reps went to trade shows, made cold calls, and did business face-to-face.
In short, the new B2B buyer’s journey is now a looping, multi-person online journey filled with twists and turns as they move back and forth through the research and discovery phases:
.png?strip=all "Marketing Strategy For B2b Business")
The new B2B buyer behaves like a B2C consumer, and they expect the same shopping experience and level of service. Nowadays, 80% of B2B buying decisions are based on the buyer’s direct or indirect customer experience, and only 20% on price or the actual offering.
A Guide To Driving Business Growth Through B2b Marketing
This means that you need to create a journey-based digital experience that guides your target audience through the stages of the buyer’s journey, and keeps them as avid fans and lifelong customers.
“It is about breaking out of the traditional B2B mindset and looking at our customers as people who also live as ‘consumers’ in the digital space. This will open up more ideas and doors for creativity and new practices” – Daniel David, Manager of Digital Corporate Communications, Fuji Xerox The Best Marketing Framework to Guide Your B2B Strategy
I wrote a similar article about the B2C buyer’s journey, and I stick to the framework I used to drive that article—as I said above, the B2B buyer’s journey is now the B2C buyer’s journey It’s similar to , just more people are involved.
To create a customer experience that solves each task and guides your target audience through the stages of buying, your B2B marketing plan should have three components:
The Best Marketing Strategies For B2b Buyer Types
Some of these channels and strategies work for more than one stage in the buyer’s cycle, depending on how you apply them, and are therefore listed more than once below.
Step 2: Planning Now that you understand your marketing landscape, have a framework from which to operate, and know the key elements needed to make your marketing strategy work, it’s time to start planning. To plan correctly, you need to understand which marketing channels are most effective for lead generation, demand generation, and retention. The section below walks you through the best marketing strategies for each stage. Best Marketing Strategy for Any Stage of the Sales Funnel: A Professional B2B Website
Your website is arguably your most valuable marketing asset, period. If you don’t have a professional website design, get one. Now. Bookmark this article and contact someone.
It gets its own section because it plays such a huge role at each stage of the buyer’s journey. Half of all B2B customers today expect a supplier’s website to be a supporting channel, and more than a third expect the site to be their most effective channel. That number will grow larger as more Baby Boomers leave the workforce, and more Millennials (and soon, Gen-Z) take on the role of shopper.
How To Create A B2b Content Strategy
On top of being stocked with great content (more on content marketing below), there are five things you need to have in place if you want your website to generate B2B leads and sales:
There are dozens (or hundreds, or thousands) of companies that need your services or products. You know that. I know that. the companies themselves? Not so much. They may not even realize that they have a problem. This is where demand generation comes in.
In short, B2B demand generation marketing gets companies and buyers aware of their problem, aware that a solution exists and you have, and interested in learning more about your product or service. These are the digital strategies that work best for demand generation:
The “see” stage is at the beginning of the B2B buyer funnel, and display advertising is the overall “see” strategy. If you’re not familiar with them, display ads are image, video, and text ads displayed on pages of websites that participate in Google’s AdSense program.
Digital Marketing Strategies For B2b Companies
Content marketing is a big bucket, and 91% of B2B marketers are currently using it. This includes blogs, social media, videos, press releases and news articles, FAQs, email newsletters, e-books, white papers, case studies, infographics, and many other fine-grained pieces.
You need it because more and more buyers are relying on digital content to make decisions. More than half of all B2B buyers view at least eight articles during the buying process, and more than 80% of buyers view at least five articles. A full 75% of shoppers say that content significantly influences their purchasing decisions, and 62% say they are likely to finalize their purchase selection criteria based on digital content alone.
The biggest mistake you can make in content marketing at any stage of the journey is to make it about yourself.
B2B companies must create “buyer enablement” content – content that supports the completion of critical buying tasks. To produce this type of content, marketing leaders must:
Essential B2b Marketing Strategies To Grow Your Professional Services Firm
A Gartner study found that currently, only about 20% of information on B2B websites exhibits the characteristics of buyer enablement – meaning you have a huge opportunity.
“Most companies build content strategies in the name of thought leadership, brand awareness, and personalization, focusing primarily on their features and benefits. However, as it turns out, there is significant business benefit to those companies that We focus our content on customers and help them through the buying process.” – Martha Mathers, MVP, Gartner
Social media is the modern day B2B billboard and can do a lot for your brand. But before you jump into B2B social media marketing, let me tell you a secret: choose your platform wisely, because not all social media platforms are best for every business. LinkedIn is the exception for B2B. If you’re a B2B, you should be on LinkedIn. Here’s a thorough blog post from LinkedIn Stats that will explain why.
Before you pour your entire marketing budget into social, understand that it probably won’t become your top source of B2B leads and sales—that’s why it belongs in the demand generation section.
Top 3 Priorities For Your 2023 B2b Marketing Strategy
Will it support your lead generation strategy, improve your branding and authority, and help tip iffy buyers over the edge?
If you’re good at it, yes—but you have to be good at it, or have a social media marketing company. Based on my experience managing social media for B2B companies, these are the best types of social media posts for B2B demand generation:
Every day when he gets home from work, Blue Corona’s CEO sits down on his couch, turns on his smart TV, and watches business, leadership, and marketing YouTube (and now YouTube) for about 20 minutes until dinner is ready. tiktok) watch video.
He’s not alone—70% of B2B buyers and researchers watch video along the way to purchase. Business decision makers love videos online because they are the fastest, easiest way to get information. No decision maker in any company has ever said, “Wow, look at me all the time.”
B2b Marketing Strategy Infographic
This isn’t the only reason to use video in the awareness stage—viewers retain a message 95% of the time they see it in a video, compared to 10%
B2b online marketing strategy, saas b2b marketing strategy, b2b email marketing strategy, referral marketing strategy b2b, b2b partner marketing strategy, linkedin marketing strategy for b2b, b2b video marketing strategy, b2b digital marketing strategy, b2b growth marketing strategy, b2b manufacturing marketing strategy, digital marketing strategy for b2b business, b2b event marketing strategy
