If you sell to businesses, you understand how important it is to understand why your prospect is buying from you, how they came to that decision, and who is involved in making that decision. B2B marketing refers to any marketing communications that are directed toward for-profit organizations, as opposed to consumers who do not represent an organization. Examples of B2B marketing include running LinkedIn ads to get attention from decision makers, or producing content to help solve business problems faced by your prospects.
How is B2B marketing different from B2C marketing?
Selling to individual consumers is quite different from selling to organizations for several reasons. Chief among those reasons is that in the b2b sales process, you often don’t just have one decision maker: you have several. In some organizations, buying decisions are made by committee and the b2b sales process requires the agreement and cooperation of several different people in different departments with different incentives.
Because of this, selling to businesses ends up being quite different than selling to consumers. The decisions made tend to be more logical and facts-based, as multiple people need to be able to agree on making the purchase decision. Their motivations differ, as well: most B2B companies sell solutions that aim to improve profitability directly or indirectly. Consumers tend to have different motivations for buying an item, and marketing strategies in B2C tend to revolve around emotion and perceived value.
What does a successful B2B marketing strategy look like?
Successful B2B marketing strategies come in all shapes and sizes. Some B2B companies are able to make do with very little advertising and instead focus entirely on outbound sales. Others focus entirely on inbound marketing and aim to be the greatest authority in their niche. A successful B2B marketing strategy simply looks like the marketing strategy that delivers results for your business.
B2B marketing has become increasingly omnichannel, as holding onto the attention of an individual decision maker has become harder and harder thanks to increased competition and a greater number of distractions. Sales decisions are typically not made on sales calls, and often these decisions require information and understanding that a prospect at the beginning of the buying journey wouldn’t have.
What services are effective for B2B marketing?
B2B marketing services vary greatly, as B2B marketing strategies vary greatly. Examples of B2B marketing services include:
- Sales development
- Lead generation
- Inbound (search and referrals)
- Advertising (both traditional and digital)
- Marketing automation
- Content strategy
- Social media marketing
- Social selling
…and so much more. However, what determines the effectiveness of a B2B marketing service well depend entirely on your business model, who your prospects are, and what you offer to your prospects. You could also take a B2B marketing course, which will be coming soon on this site. Or, you could hire a LinkedIn marketing agency to help bolster your B2B marketing efforts.
How do B2B companies define their perfect prospect?
B2B businesses typically look at prospects based on two categories of factors: information about their company and information about the decision makers. Companies may be categorized in many different ways as well. Ultimately, it comes down to how well a B2B business can identify and solve the problems a company has.
Defining the appropriate decision makers in a company requires knowing a little bit about how organizations make purchasing decisions. For example, in a small company, executives may make most of the buying decisions whereas in a larger enterprise, it might be managers who make purchase requests and directors who sign off on them. Figuring out who in the company a salesperson should talk to is one of the most important parts of developing a B2B lead generation and sales strategy.
What other B2B marketing resources are available?
One very important aspect of B2B marketing is generating quality leads who are relevant to your business. If you want to learn how to use the world’s largest professional social network to generate leads for your B2B business, schedule a consultation with Senshi Social!
We’ve included some of our articles on B2B marketing below. Check them out!
If you’re looking for a B2B marketing course that deals specifically with lead generation using LinkedIn ads, this LinkedIn leads course can help you! Check it out!