Business-to-business (B2B) marketing refers to the marketing of products or services to other businesses and organizations. This article will tell you everything you need to know to be successful at B2B marketing. We will cover B2B marketing strategies and the different types of B2B marketing.
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B2B Marketing Strategies
If you’re a B2B business, there are several B2B marketing strategies you can use to be successful. It is important to create a B2B marketing strategy.
Account-Based Marketing (ABM) Strategy
As a marketer, you can use account-based marketing (ABM) as a way to concentrate on targeting a specific set of accounts. By using ABM, you will make your life easier because you’ll be creating content and campaigns that are targeted to the audience you’re trying to reach. ABM creates a relationship between sales and marketing, and, as a result, generates more revenue, makes more money from each deal, and increases brand awareness.
Conversational Selling and Live Chat Strategy
Despite popular belief, live chat can be an extremely effective customer service channel. Live chat provides a fast and comfortable way for customers to get a response to their queries. Your live chat function can also be one of your most productive sales channels. For example, visitors who use web chat are more likely to covert and spend more on their purchases.
Word of Mouth Strategy
Believe it or not, but word-of-mouth works very well when it comes to marketing. When it comes to the word of mouth strategy, remember to make a plan, whether it involves rewarding referring customers or providing them with an email template that makes referring easy.
Having a referral system is great for more than generating sales. It also shows that you’re confident in your product or service enough to invest in the referral program. A referral program is also a great way to nudge some customers to refer you.
High-Value Long-Form Content Strategy
There are many forms of content, and not all content is created equal. Long-form content, for example, longer posts, can often be more effective than short-form content when it comes to generating leads.
However, proceed with caution. Don’t start writing long articles and expect to see results right away, especially if you’re writing long articles with the purpose of filling up space. Your content marketing should be about creating high-value articles and other content forms that make a direct contribution to your sales efforts.
Email Marketing Strategy
Email marketing is one of the most effective digital marketing strategies. However, effective email marketing is more than sending a couple of messages then expecting leads and sales to increase.
To do email marketing right, you need to be segmenting your email lists and have an email marketing plan.
Building Authority Through a Thought Leadership Strategy
Thought leadership is where you’re offering an expert opinion on issues relevant to your field. This strategy can be very effective for your B2B marketing plan. Leadership can help with your B2B lead generation efforts. You can become a thought leader in your industry through content marketing.
Guest Posting and Speaking Marketing Strategy
When you leverage the authority of third parties to promote your own brand or product, it can be a great tool to growing your B2B business.
Employee Activation Strategy
You might be wondering what employee activation is. Employee activation isn’t simply asking your employees to blindly share content, but it’s about leveraging your engaged workforce to create and share content that is of interest to them. With employee activation, you can create a formal program that encourages your employees to get involved, which can be beneficial to your B2B marketing strategy.
Marketing Automation Strategy
Marketing automation isn’t about saving money. It’s about benefiting from sales and leads as you automate repetitive tasks, such as email marketing or social posting. Adding marketing automation to your B2B marketing strategy is also a great way to create personalized customer experiences. When your business creates personalized customer experiences, you can build up business, as people love personalization.
Paid Media Strategy
There are many benefits of paid media for your B2B marketing strategy, whether it’s via search or social. In this day and age, you can’t afford not to have paid activity.
Retargeting is also a major part to paid media strategies. Many brands are already using paid media for a variety of reasons, from raising brand awareness to customer acquisition. Retargeting comes with its own set of benefits, such as retargeted customers are more likely to click on an ad or return to a website after being retargeted.
Event Marketing Strategy
Even though the world is moving towards digital marketing, there are still many advantages of building personal, face-to-face connections with your B2B audience. When you’re thinking about and planning what sort of events you should have, here are a few ideas to keep in mind:
- Product training sessions
- One-day seminars
- One-day conferences
- VIP meals
- Thought-leadership workshops
- Business or channel partner events
Those are only a few of the types of marketing events you can have to be successful in your B2B marketing strategy.
Remember to start small when it comes to event marketing. Building personal relationships and offering value to your attendees is one of the key points to event marketing, so keep that in mind when you get started.
Growth Hacking Strategy
You might be wondering what growth hacking is and how it applies to B2B marketing. Growth hacking is the process of designing and running experiments to optimize results of your full marketing plan. You can get started with growth hacking by utilizing and executing quickly a combination of B2B marketing tactics, creativity, data, and tools.
Don’t underestimate the importance of SEO for B2B businesses, too!
The tools and techniques that you use should be informed by the desire for growth. SEO Design Chicago can help you get started with the tools you’ll need to be successful.
Business to Business Marketing
Business to business (B2B) marketing content tends to be more informational and straightforward than business-to-consumer (B2C.)
A question that might arise is, who is B2B marketing for? Basically, the title answers this question–any company that sells to other companies, whether it’s security solutions, tools, accessories, office supplies, etc. Another thing to keep in mind is that many organizations fall under both B2B and B2C categories.
B2B marketing campaigns tend to be aimed at any individuals, encompassing a variety of titles and functions, with influence over purchasing decisions.
Types of B2B Marketing
There are many types of B2B marketing plans and campaigns. Here a list of several types of B2B marketing you can take advantage of for your own B2B marketing plan:
These types of campaigns are about creating brand name recognition.
Gated Education Content Asset Campaign
These campaigns attract audiences because of their informational relevance.
Ungated Educational Content Asset Campaign
B2B marketers can promote ungated education content assets, for example, blog posts.
Research Asset Campaign
If your B2B has a unique dataset, you can publish and promote research.
Industry/Market Building Campaign
You can attract new audiences by building up and educating audiences on your specific industry.
Event Registration Campaign
B2B marketers can draw attention to event programs that involve their company in a variety of ways, such as being a sponsor or speaker at an event, or holding your own event.
Community Building Campaign
Social media is a great platform for building up a community around your industry. Community building campaigns can involve short chats where you hold a Q&A or have in-person meetups.
Compete campaigns are a great search marketing campaign where brands can target a competitor’s name as the keyword. This compares their own product with a competitor’s product.
Visual/Infographic Asset Campaign
Visuals are a great way to be promoted on an email campaign or through social media. It is an alternative to a text-based blog, and can help your audience receive information quickly.
An alternative to asking people to give out contact information is through making it worth your audience’s time by holding a contest or sweepstakes where there’s an incentive. The offered prize should be a relevant item or experience.
Traditional Media Campaign
Traditional media campaigns can take the form of TV, print, or other forms of media. Because we are living in a digital age, B2B businesses should take advantage of media campaigns. Even though it requires an investment, it is a great tool to use to reach a larger audience with a quick message.
These are only a few types of B2B marketing campaigns you can use for your own business. SEO Design Chicago can help you find the right type of campaigns you can use as you get started.
Ready to Create a B2B Marketing Strategy?
Now that you know more about how to be successful at B2B marketing and some of the strategies you can take advantage of, you are ready to get started on your own B2B marketing plan. SEO Design Chicago can help answer any questions you still might have. We have a team of experts who can help you with all of your B2B marketing needs.