The B2B marketing industry has been seeing a lot of changes over the last decade. More and more businesses are moving to digital marketing strategies in order to target audiences that are difficult or impossible for other types of advertising methods to reach. This guide will provide you with tips on how you can make your B2B digital marketing more efficient, so that you can get ahead of the competition and drive success in your company!
What is B2B Marketing?
B2B or business to business marketing is a type of advertising and sales that involve businesses selling goods and services to other companies. While B-to-C, otherwise known as business to consumer, sells products directly to the end user rather than another company in an internal transaction.
Why B2B Marketing for Business?
There are many different digital marketing strategies you can take advantage of when it comes time for your B2B campaign. One strategy would be blogging about specific topics that are relevant to your industry such as best practices in efficiency, new technologies, or common mistakes made by competitors within your niche (you!). Another approach would be social media campaigns where you post content on LinkedIn about updates related to industry.
Difference Between B2B and B2C
The main difference between B2B marketing and B-to-C is the type of person you’re targeting. In a more personal industry, like restaurants or nail salons, it’s important to know your customer on a more intimate level. This way when they walk in your doors for their first visit, they feel welcomed and valued as an individual rather than just another number that walks through the door.
In contrast, with business marketing (e.g., financial services), prospects are less likely to have casual encounters with salespeople from different companies so building up strong relationships isn’t usually necessary for them if you can offer what they need at competitive prices—or even better: provide something new and innovate!
Marketing Funnel Difference Between B2B and B2C
The BtoB marketing funnel is more direct and contains less steps than the consumer-focused marketing funnel. The goal of a BtoB campaign is to generate demand for your product or service, which can be done through lead generation, customer acquisition, and increased brand awareness. This may seem like it’s easier to do but there are many obstacles that get in the way: targeting audiences with accurate messages, aligning sales cycles across multiple departments so as not to interrupt each other’s efforts (a major challenge), creating content that speaks to their needs while still sounding authentic rather than just trying too hard. But when you set up an optimized digital strategy from day one–well before any content goes live–you’ll have an advantage over those who don’t.
However the B2C marketing funnel is a whole lot different. B2C companies are more reliant on inbound marketing so they spend less time and money on outbound efforts like cold calls, direct mail pieces, and even advertising campaigns.
In many ways the digital marketing funnel for a B2C company will be similar to that of an A2D company–content is still king but it may not always take the form you would expect or hope for depending on your industry’s specific needs.
Ultimately, what works best at any stage of the funnel will depend largely on your business goals: Are you looking primarily to engage with potential customers? Drive them towards conversion by increasing traffic to your website? Or maybe generate leads using social media channels such as Facebook ads or LinkedIn Sponsored Content.
Marketing Funnel Stages in B2B
The marketing funnel stages are the same as they are for any business, but there’s a slight difference because leads and customers may be different. For example, you might qualify prospects to find out whether they’re qualified buyers or if this is someone who can help with referrals and other types of marketing reach outs.
- The first stage that your research will uncover is what we call “awareness” – which means these people have heard about your company at some point (either through an advertisement, search engine listing or word of mouth)
- Next comes evaluation – where prospects decide how worthwhile it would be to do more investigation into your organization before making.
B2B Buyer Journey
As a B2B marketer, you need to be well versed in the various stages of the buyer journey. You’ll know how your prospect’s thoughts are progressing through their decision making process and as such can design content accordingly. For example, if they’re only at Stage One (awareness), then there would be little value in sending them an email with a sales message – it wouldn’t resonate. Instead try sharing some useful information about products or services that appeal to this stage like blogs on industry trends or tips for success from experts within the field. This way when they get further down into more detailed research, they will already have been exposed to topics which may interest them and lead onto buying something later on.
Traditional B2B Marketing
How does B2B marketing work? Put simply, it’s done through a combination of methods that includes traditional advertisements such as print advertising and television commercials. Marketing messages are typically straightforward and offer an easy way to make the sale or product purchase decision. In contrast, B2B digital marketing is more subtle in nature because these technologies allow for interactive processes with targeted audiences. As you might expect from this explanation, there are many different elements involved with effective B2B marketing campaigns including social media tactics which build brand awareness on platforms like LinkedIn and Twitter.
Traditional Advertising: The use of flyers and ads printed on paper
Trade Show Displays: A trade show exhibit is often used to attract attendees and showcase products
POP Displays: A point-of-purchase display is often used to provide information about the product and its features, as well as sales items. These displays are typically found in retail stores like Target or Walmart.
- Can be expensive to produce
- May not work for BtoB campaigns because of lack of interaction with audiences
Outdoor Advertising: Outdoor advertising is usually seen on highways where it’s large enough that you can’t miss it. It includes billboards, bus bench ads, and even roadside signs. This type of advertising has been around since colonial times when people would carve slogans into trees near popular routes traveled by pedestrians or horses. Today they’re also printed on vinyl which can be wrapped
B2B Digital Marketing
B2B digital marketing is a broad topic that incorporates many different components. Just as it’s important to understand the various B-to-C channels, you need to know the same for your business’ target market: Businesses! Below are some of our favorite B2B tactics and channels we recommend using in order to maximize your efforts.
Organize or sponsor meetups where people interested in what you do can learn about new developments from industry experts. Offer them opportunities to comment on topics they think will generate interest and start conversations. You could also organize webinars with questions posed beforehand so you get feedback throughout and provide more information if needed (think Polldaddy). Blogging is a tried-and-true way to offer valuable content for free and establish yourself as an expert in your industry.
Local customers can be reached through a variety of channels, including social media (Twitter, LinkedIn), flyers delivered by hand or door hangers. You could also reach out via sales enablement platforms like Quora that provide opportunities people with questions about what you do. Answer those quickly and thoroughly!
Marketing automation tools like HubSpot are perfect ways to organize leads according to their level of engagement so they’re easier to follow up on when the time is right. For example, someone who visits one web page but never fills out any forms doesn’t need more attention until they’ve been around for a little while.
Email marketing campaigns are an excellent way to stay in touch with current and prospective customers, enabling you to promote your offers effectively by sending timely content that they’re interested in. More importantly, email marketing is highly measurable; where other channels may have less of a direct impact on sales metrics such as clickthrough rate or conversion rates, these are among the most important factors when it comes to measuring success with email marketing.
Creation & Implementation of Lead Nurturing Campaigns
You can use HubSpot’s Smart Lists feature to organize leads according to their level of engagement so that you know who needs more attention from you right away—and those who don’t yet need nurturing until later.
Social Media Marketing
Social media marketing is an excellent way to get the word out about your company, online business, new products and services, or even just provide customer service for current customers. When you add social media channels into your digital marketing plan, make sure that they’re integrated with all of your other platforms as well. This will help create a cohesive experience for both prospects and consumers on their various touchpoints with your brand.
- Facebook Ads
- Instagram Advertising
- LinkedIn Ads
- Twitter Promoted Tweets
The most important thing when considering how to make BtoB Digital Marketing more efficient is remembering where there are opportunities abound: from maximizing email conversion rates through lead nurturing campaigns to optimizing posts for maximum organic reach on social media networks like Facebook and LinkedIn.
- You can also utilize Facebook Lead Ads to increase the number of leads you’re generating – Google Maps for Business: get your map verified and start making a profit from it by adding call-to-actions that direct customers to contact forms or even landing pages with lead generation offers.
- Some businesses are still relying on email marketing as their primary digital media channel, but in order to see more success they need to make sure they have an optimized newsletter design which includes engaging images, headlines in all caps, bullet points rather than paragraphs, and CTAs at the bottom of every email post.
- This will help them maximize clickthrough rates while minimizing unsubscribes because people find emails less intrusive when written this way!