There is a distinction between the areas of B2B and B2C marketing, as advertising strategies aimed at businesses are very different from those used to win over consumers. For example, as the number of customers is usually more limited, B2B marketing cannot claim to have the same reach. On the other hand, B2B requires close coordination between the sales department and the marketing department, because the measures adopted must be transversal.
Ideally, marketing efforts should begin immediately after the launch of an offer, in order to reach a greater number of prospects (potential customers) and pass them on to the sales department. Not all leads necessarily generate a lead immediately. Necessary to obtain enough potential customers so that the prospecting lists of salespeople are fleshed out.
Another big difference between B2B marketing and B2C marketing is a much more personalized approach. Advertising strategies need to reach the right people – those who are likely to influence decision-making within companies. Among these, we can cite:
• Department heads
• General managers or other members of the company’s management team
• Executives, senior executives and management consultants
• Financial department employees
Large-scale advertising campaigns are rarer in the B2B industry. On the contrary, they are based on direct measures aimed at a targeted group. The means used to promote commercial expertise of the company to its contacts are plural. To make prospects aware of the brand, for example, it is possible to create specialized articles on subjects and areas mastered by the company.
Professional communities such as LinkedIn can also be very useful in B2B marketing. They don’t just offer job offers and professional profiles. Unlike social media sites like Facebook, LinkedIn is an opportunity for businesses, as long as it offers value-added content that highlights new developments, emerging trends or products. Content must appear on the company’s profile page to optimize its chances of reaching a suitable target group.
An online presence is absolutely essential for B2B marketing, as no decision maker can complete a transaction on the basis of advertising actions alone. Personal research on topics and suppliers is part of the internal purchasing process. Thus, more than two-thirds of decision-makers carry out online research before making a call for tenders or a partnership. A proper SEA and SEO strategy can help a business improve visibility on search results pages and increase leads.
Trade shows constitute the third important growth lever for B2B marketing. They are all opportunities to find potential partners for your sales team. There are many trade shows and it is usually impossible to attend every event. Better to focus on quality over quantity. Instead of trying to reach as many potential customers as possible at a trade show, it’s best to focus only on those who are likely to close a deal. The personalization of exchanges wholesale frozen seafood, once again, essential: professional customers want to deal with reliable partners, who know them and with whom communications are easy.
How to develop a suitable B2B marketing strategy?
In order to be able to use B2B marketing in a relevant way, the first step is to precisely define your target group. The following questions will be helpful:
• Are you looking to reach large or small businesses?
• In which sector are these companies active?
• Is there one sector that stands out in particular?
Use of the Internet
These questions are properly clarified, concrete steps can then be put in place. The use of the Internet is essential because, despite the importance of trade shows and events, online actions are at the heart of any B2B marketing strategy. In general, it is advisable to use a combination of several measures because these often complement each other and can create a synergy.
They makes sense to cultivate a presence on one or more B2B portals. These portals serve as the first point of contact for many decision makers looking for business partners. Thanks to their attractive format, they can generate a large volume of leads.
Customers to the brand
SEA campaigns have proven to educate potential customers to the brand. Of course, they can also generate additional contacts, as the ads show based on the targeted searches of the users. However, the main objective of these campaigns is to develop brand awareness.
Value to customers
Content marketing, Is more likely to provide value to customers and strengthen the expertise of the company that provides quality information. That type of action is particularly relevant for B2B, because know-how is an essential value to convince a customer. Content marketing can be done primarily through the company’s website, B2B portals and professional networks, such as LinkedIn, are also relevant mediums.