B2B’s marketing focuses on reaching business clients and supporting long-term sales. It differs from consumer marketing in both the form of communication and the objectives of the activities. Well-planned marketing B2B helps to build an image as an expert and generate leads. Sales and marketing should be interlinked and complement each other. This is true in every type of business. It is also, and perhaps particularly so, the case in the field of B2B. Regardless of the type of business, marketing is tasked with ensuring that the offering reaches the widest possible audience. In sales (B2C), it is often the marketing department that is also responsible for sales. In the case of B2B, getting the offer across is often the first stage, followed by negotiations and discussions with the customer. Although a well-designed marketing campaign, including for B2B, can generate sales, regardless of the ultimate outcome of marketing activities, their primary aim should be to reach as many potential customers as possible. It is therefore worth focusing on operating across as many channels as possible, whilst, of course, not neglecting the quality of the activities carried out.
What is ‘B2B’ marketing?
Before we move on to more specific information and advice, let’s clarify what marketing is. As the name suggests, it focuses on reaching business customers. It can relate to both products and services. Marketing aimed at business customers certainly needs to feature slightly different content to that aimed at private consumers, although this depends to some extent on the channel being used. For example, search engine optimisation (SEO) is one marketing activity that works equally well for both B2B and B2C. The only difference lies in the choice of keywords; the rest of the activities are the same. However, when running campaigns on channels where they can be personalised more extensively, the offering to businesses is often much more targeted towards specific products and services. In many cases, marketing activities are sufficient to sell something to a private customer. Often, it is enough for them to see an advert for a shop on Facebook and they will buy the product straight away. In the case of B2B, the advert will only be the first stage, even if it piques the customer’s interest. Next, you will need to prepare an offer and possibly hold sales discussions; everything, of course, depends on the type of business you are in. B2B’s marketing should not end at the point of sale; its aim should also be to maintain the customer’s interest over the long term.
Modern marketing B2B recognises the ever-changing market and customer needs. That is why it is so important to constantly monitor new trends and adapt to them, as well as to make use of innovative tools. In the age of digitalisation, it is worth considering how technology can enhance a marketing strategy.
A personalised approach to the customer is of great importance here, as is understanding their needs and tailoring the offering to meet the requirements of a specific business market. In this context, marketing activities become not only a challenge but also an opportunity to build lasting relationships with business partners.
Data analysis and measuring the effectiveness of activities are an integral part of any strategy; this applies to every company operating at B2B. When carried out effectively, marketing can make use of this data. Knowing which activities deliver the expected results and which require adjustment is crucial to success in the world of B2B. That is why it is so important to invest in analytical tools and to build expertise in data analysis.
Where should you start with B2B marketing?
First of all, of course, you need to analyse your own offering and get to know it very well. Marketing B2B can cover a wide range of areas. The distribution of large construction machinery, the sale of sand or food products to shops. Construction, translation and consultancy services. All of these will require marketing B2B. However, each of these services will reach customers more effectively through different channels, and the offering itself must be tailored differently. That is why it is worth first considering which channels will work best for this particular business. To do this, you will need to define your target audience. By defining this audience, you will be able to identify which channels they use, and it is precisely through these channels that you should attempt to reach them. When defining the target audience, it is best to describe in detail typical individuals who might belong to it. List their educational background, the roles they hold, where they live, their age and gender. All of this will make it easier to plan your marketing activities. Profiling your customers in this way will enable you to create a highly tailored offer, which will have a much better chance of reaching customers and capturing their interest.
In the context of B2B, marketing should also focus on added value. Nowadays, business customers expect not only a competitive price, but also additional support, advice or other benefits that will set a particular company apart from the competition. Properly structured added value can become a key element of a strategy and provide a competitive advantage.
See also: Online wholesale business – what is it and how do you set one up?
Competitor analysis
Keeping an eye on what your competitors are doing can help you avoid many mistakes, as well as wasting time and money. If you run a business, you’re bound to be familiar with your competitors. It’s therefore worth checking what marketing activities they’re carrying out. Of course, it will be difficult to gauge exactly how effective these are, but you’ll at least be able to see what ideas the company you’re competing against has come up with. However, you can find out how people react to marketing campaigns, for example on social media, and from this you can draw conclusions about your own future activities.
That is why it is so important not to base your strategy solely on what the competition is doing, but also on your own thoughts, analyses and forecasts. Market monitoring, in-house research and dialogue with customers are key elements of effective marketing B2B.
Marketing campaign channels
In the past, sales at B2B were conducted mainly over the phone and through face-to-face meetings. Of course, large contracts and sales negotiations themselves are still handled in this way, but reaching out to customers offers a wide range of possibilities. Different approaches may work best for different services and goods, so this should be taken into account when choosing them. Below, we present all the most important channels, along with a brief description of each.
Social media
It might seem that this is a platform where you can mainly reach individual customers, but that is not the case at all. Business customers are also people who use Facebook and Instagram in their spare time. Nowadays, work involves more than just an 8-hour day in the office from 8 am to 4 pm. So, even if someone sees an offer – for example, from a wholesaler – in their free time, it doesn’t mean they won’t be keen to take advantage of it on behalf of their company.
In the digital age, having a social media presence has become not just a trend, but a necessity. A well-planned social media marketing strategy B2B can bring significant benefits, including increased brand awareness, building relationships with customers and generating leads. However, it is important to remember that social media are rapidly evolving tools that require constant monitoring and strategy adjustments.
In any case, themed Facebook groups are excellent tools for selling your services. Of course, you mustn’t come across as too pushy there; above all, it’s worth offering advice to other users. When people see how professional you are, the chances increase significantly that, should they need specific goods or services, they will turn to the very person who advised them. LinkedIn is also popular; it’s a typically business-oriented platform, and you should approach it slightly differently to Facebook or Instagram. Your content should be more professional, though you mustn’t go overboard with being too ‘stiff’ – after all, the internet is a place where it’s always worth maintaining a degree of flexibility. However, it’s a good idea to present yourself as a professional in your field, as this will significantly increase the chances of attracting clients’ interest in you. In you, because LinkedIn is, first and foremost, a channel for building your personal brand, and it’s through this that you can sell your company’s products.
You can find more information on this in the article: ‘B2B’ adverts on Facebook – how to do them properly?
Email marketing
This is one of the most underrated marketing activities B2B, but it is definitely worth looking into. Most importantly, it is a tool that does not take up a great deal of time. Email campaigns can be fully automated. In reality, the only effort required is writing the right content, which is, of course, very important. Because it is the content – or, more precisely, the subject line and the opening lines of the email – that determines whether someone will want to read it. It is the subject line and the first sentence that should grab the reader’s attention. It doesn’t matter how informative or good, for example, an offer or promotion in the rest of the email might be if the customer doesn’t even get round to reading it because they give up reading much earlier.
E-books containing advice and training guides
This is another great tool that can help you present your company and brand in a professional light. A good e-book course is, first and foremost, a lead generation tool. It is very popular and effective, making it easy to reach customers who are looking for exactly the service you offer. By creating an e-book on a specific topic, you will attract people working in that particular industry – precisely the target audience you wish to reach.
Search engine optimisation (SEO)
This is one of the fundamental marketing strategies that can be implemented to increase traffic to your company’s website. When it comes to SEO for B2B, the most important thing is to choose the right keywords. This choice cannot be based solely on the products you most want to sell, but must also take into account which keywords are the best to invest in. Therefore, their popularity and competitiveness must be taken into consideration.
Read also: SEO for B2B, or search engine optimisation for online shops B2B – how to plan it?
Events
Attending various industry events should be a must, regardless of the type of business you run. At conferences and trade fairs of all kinds, you can make some very interesting and valuable contacts with potential clients. If speaking opportunities are available at such events, it is ideal if, in addition to appearing as an exhibitor, you can also present yourself as a speaker or someone responsible for a particular part of the event. In this way, your company’s name and brand can be brought to the attention of potential customers.
Blog
It’s a very inexpensive yet effective way to carry out marketing activities. On the one hand, it boosts SEO; on the other, it can generate traffic to the website in its own right. It’s worth creating blog content that’s in some way related to the industry you operate in. This means that people who visit the blog may also become the company’s customers.
Video
This type of campaign can be used, amongst other things, to boost the popularity of a brand and a company. Creating a viral video can be a particularly effective way of doing this – that is, a video that internet users will share of their own accord simply because they like it. Such a campaign allows you to reach a very wide audience; however, you have little control over exactly who it reaches, which is why, in the case of B2B, it will only work in specific situations.
Google Ads, Facebook Ads
Online advertising is one of the fundamental marketing strategies. Facebook Ads tend to work better at B2C, although in some cases B2B will also yield results. Google Ads, on the other hand, is a tool that should be used in any type of business.
See also: Facebook ‘B2B’ adverts – how to get them right?
Campaign planning
Once you know which channels you want to use to reach customers, it is essential to plan everything carefully. You need to gather the appropriate resources. And by this we mean not only financial resources but also everything else required for specific activities. This includes all the necessary information about your offering, potential customer queries, and the campaign schedule. It is important to plan every step and prepare, for example, the graphics or videos needed to run the campaign well in advance. Ad-hoc actions without prior planning usually result in a waste of resources, so it is not worth winging it – only meticulous planning will deliver the desired results.
Campaign effectiveness analysis
It’s unlikely that the very first campaigns launched will deliver perfect results. That’s why it’s so important to check how marketing activities translate into generating new leads and sales. This will enable you to see which changes have led to an increase in the statistics mentioned earlier, and which changes have had the opposite effect. Such observations will allow you to create increasingly effective campaigns.
Summary
B2B’s marketing supports sales through education and building trust. Its effectiveness depends on tailoring the strategy to the customer’s purchasing journey. The most important thing is to accurately identify the people you wish to target with your offer. The next step is thorough planning. This is followed by implementing the campaign and monitoring its effectiveness. Making adjustments to ensure the activities are more effective is the next step. With a sound plan, you can, as you gain experience, create highly effective campaigns that will bring the company plenty of new customers or leads.
See also: Lead generation B2B – what works and which tools should you use?
Questions and Answers
What is ‘B2B’ marketing?
It is a set of marketing activities aimed at other businesses. Its aim is to support sales and build relationships.
How does marketing at B2B differ from B2C?
In B2B, communication is more substantive and fact-based. The decision-making process is longer and more complex.
Which marketing channels are popular on B2B?
These are most commonly SEO, content marketing, LinkedIn and email marketing. The channels are chosen to suit the target audience.
What role does content play in B2B marketing?
Content educates and helps customers make decisions. It also helps to build the company’s reputation as an expert.
Does B2B marketing directly support sales?
Yes, although often indirectly. It helps prepare leads for contact with the sales department.