Want to learn about what is B2B marketing, what it is and where it stands in 2022? You’ve come to the right place. Today, we’ll explore this topic in detail and shed light on each element of the most effective B2B marketing tips and strategies.
In pochi punti:
- 1 What is B2B Marketing?
- 2 Who is B2B Marketing For?
- 3 B2B Marketing Strategies
- 4 How to Create a B2B Marketing Strategy?
- 5 B2B Marketing Best Practices
- 6 B2B Marketing Examples
- 7 In Conclusion
What is B2B Marketing?
B2B Marketing stands for business-to-business marketing.
It refers to any content or marketing strategy that is aimed at other businesses or organisations. Any business that sells products or services to other businesses, uses B2B marketing strategies.Hubspot.com
B2B marketing helps increase brand awareness. It also attracts new business to your brand’s products and services.
When other businesses take interest in your brand, it’s easy for you to nurture prospects and develop a valuable relationship with them.
Who is B2B Marketing For?
All businesses selling to other businesses use B2B marketing.
All companies trying to sell to other companies use B2B marketing strategies to help promote their products. Some common examples of B2B companies include:
- Accounting and Bookkeeping. Tax preparation and accounting are time-consuming and tedious. This makes it ideal for companies to outsource these services.
- Marketing Agencies. They appeal to companies by offering to help them increase sales and revenue. Most of them use digital marketing strategies to take their business online. There’s an increase in demand for services such as website building and boosting search engine results.
- Office Suppliers. Businesses need badges, printer ink and paper, security cameras, phone systems, and furniture for employees.
- Software Companies. Software helps companies satisfy their clients and operate efficiently. Whether it’s boosting productivity by time tracking or collaborating with project management tools, there’s a solution to all business needs.
B2B Marketing Strategies
We bring you the best strategies for B2B Marketing. Use the strategies that work best for you to get impressive results.
#1. Messenger Marketing
It’s quite popular in the B2B sector. Messengers have a 20% click-through rate and an 80% open rate.
You can use any messenger you like. If you’re not sure, you can start with Facebook. It offers a lot of opportunities to create amazing marketing campaigns.
For instance, you can set auto-responses to your Facebook posts. You can also install a Facebook messenger chat widget on your website to simplify communication with your potential and existing clients.
Telegram app is another excellent messenger that you can use. You can use it to answer your clients’ FAQs, register users for important events, provide information about your company and collect orders.
#2. Web Push Marketing
According to Marketing Land, push messaging has revolutionised the marketing industry. These messages, when personalised, have a very high click-through rate.
You must carefully evaluate the information you’re planning to include in this strategy. All the information you use should be relevant, informative and interesting for your client. Plus, your message should have a friendly tone.
It’s an excellent way to keep your clients informed about updates and the latest company news. You can also use push messaging to inform them of new product launches.
#3. SMS Marketing
SMS marketing messages have an open rate of 98%. With such impressive statistics, it’s wise to implement an SMS marketing strategy.
Send personalised messages to inform clients about the latest offers, discounts, special events and more.
#4. Social Media Marketing
Social media marketing has become an integral part of the business. Over 70% of B2B customers use social media to make purchases. With the help of SMM, you can increase the number of leads and establish long-term relationships.
You can also encourage employees to create accounts on platforms such as Linkedin. This aids in B2B marketing as they can share your company’s achievements and updates.
For instance, the employees of Hyatt Hotels Corporation post offers and news on their personal Linkedin pages. This helps them establish relationships with potential clients and provide information in a friendly manner.
#5. Content Marketing
All B2B customers want useful information. This can be to discover something new or assure themselves of your expertise. If you wish to satisfy your partner’s needs, it’s best to create useful content. Implement a content marketing strategy for your website that your clients will find valuable.
Most customers want to gain new knowledge via articles over advertisements. That’s why it’s wise to create a business blog with topics related to the industry that you’re in.
This way, you’ll not only educate your clients but also be able to promote your products.
A good example of a B2B content marketing strategy is one developed by Hubspot. They want to attract large organisations to try their software. Their business blog shares information about everything from what is email marketing to how to create content marketing strategies.
#6. An email (or electronic mail) is a method of exchanging communications through the internet. It is one of the most used features on the web and the number one mean... Marketing
Emails are an excellent way to reach potential clients. All you need is an email to maintain relationships with our partners. You can also use emails to inform them of deals and news.
Tell them about the benefits of your products and how it helps solve their problems. Mailsenpai offers all the necessary tools for professional email marketing campaigns.
How to Create a B2B Marketing Strategy?
Understand that creating a successful B2B strategy requires detailed planning and correct execution. Here’s a step-by-step guide to help you create a B2B marketing strategy.
#1. Develop a Vision
The first step is to develop realistic and measurable business goals. Think about all the B2B marketing strategies that will help you achieve your goals. Consider answering the following questions to develop a successful plan:
- Who is your target audience?
- How will you engage with your audience?
- Who will handle your marketing campaigns?
- How will you increase engagement?
- What tools will you use?
- How will you measure your success?
#2. Define Your Target Audience
B2B products and services are targeted to specific clients. Therefore, it’s essential to define your target audience as accurately as possible. Reach out to companies who are already interested in your products and services.
Create a buyer persona after gathering the necessary information. Interview some of your loyal clients to have a better idea of your target audience.
#3. Identify Marketing Channels and Tactics
Identify how and where will you reach out to your clients. To simplify this, ask yourself these questions:
- Where do our clients spend their time online?
- Which events do they attend?
- What social media platforms are your clients most active on?
- How will you cope with the problems your competitors aren’t able to solve?
#4. Launch the Campaign
Once your plan is ready and you have chosen the best strategies, it’s time to take action. Ensure that your team does its best to satisfy prospective clients.
It’s vital to get acquainted with the best marketing practices. Implement them in your campaigns to reap the maximum benefits. Your aim is to create messages that provide information to a specific group of people who might become your client.
If you want your campaign to succeed, it should be contextually relevant and conversational. Keep improving your B2B marketing strategies. Remember to measure results and tweak your strategy accordingly.
B2B Marketing Best Practices
When creating strategies for B2B marketing, it’s essential you follow these B2B marketing best practices.
- Be Human. As a marketer, you need to create personalised marketing strategies. The more relevant your content is, the higher the chances of conversion. Learn about the clients you are targeting. Create content accordingly. Your tone should be friendly and not robotic.
- Focus on Targeting. Create highly-focused strategies to ensure your campaigns are reaching the right people. Take time to define your audience and create messages that speak directly to them. This also helps you prioritise your most important clients.
- Keep Context in Mind. As we’ve emphasised over and over again, your content should be relevant and personalised. Speak the language of your clients. For example, longer videos perform well on Youtube. Whereas, shorter videos perform well on other social media platforms. Put yourself in your client’s shoes and adopt their mindset. Doing so will help you create better campaigns.
B2B Marketing Examples
A B2B marketing strategy that works for your competitor might not work for you. But that doesn’t mean you can’t learn anything from the pros.
The Best B2B Marketing Examples of all Times
Here are the 4 best B2B marketing examples of companies who’re doing it right.
- Raise The Bar Newsletter (Email Marketing Example)
It’s a daily digest newsletter that features insights from leaders in marketing and sales and growth engineering. It’s easy to scan and the newsletters are elaborate and provide a ton of value. This is a good example because it focuses on educating the clients rather than selling the products to them. Therefore, it helps build trust in their audience and builds a long-term relationship with them.
- Maersk’s Website Homepage (Digital Marketing Example)
Their homepage is easy-to-navigate which helps visitors easily find their way. They offer three main options: “start a career”, “access your account” and “become a customer”. Therefore, this clear segmentation of their audience allows visitors to easily access the resources they need. This design tweak also helps them build authority and trust with all their audiences — employees, current customers and potential customers.
- LeadPages (Content Marketing Example)
They offer several types of content resources such as a webinar, blog, podcast and customer stories. The variety of these resources allows them to reach more customers. Their blog covers topics such as lead generation, A/B testing, among others. Their weekly podcast features chats with entrepreneurs. The best part, though? All these resources are accessible for free.
- MailChimp (Social Media Marketing Example)
Social media is an excellent platform to engage with your audience. It’s also a fun place to feature gorgeous graphics and visuals to show off your brand’s personality. On Instagram, MailChimp excels at both. Their posts aren’t directed at email marketing or their products. Instead, they focus on creating relevant posts that their audience finds engaging. They also feature testimonials and real customer stories on Instagram.
Marketing isn’t effective if you don’t keep your audience in mind. Communicate how your business will help theirs. Use these B2B marketing strategies and tips to understand your target audience. Create a buyer persona and use effective strategies to reach them.