About 80% of B2B buying decisions are based on customer’s direct or indirect experience, and only 20% are driven by price. A Google study found that B2B customers are more emotionally connected to their brands than consumers.
Compared to B2C, the buying circles in B2B businesses are far more complex. Therefore, you need to have a well-planned marketing strategy to get results in a B2B business.
Here are seven strategies you can incorporate into your B2B business to get the best results.
1. Define clear business goals
A strategy is useless unless you know the end goal. Most businesses try all kinds of marketing strategies without a defined purpose and cry over failed results. You need to look beyond the short-term goals and identify the long-term impact you want to achieve for your business. Once you know that, focus all your marketing strategies around it. A strategy is useless unless you know the end goal. Most businesses try all kinds of marketing strategies without a defined purpose and cry over failed results. You need to look beyond the short-term goals and identify the long-term impact you want to achieve for your business. Once you know that, focus all your marketing strategies around it.
2. Understand your target audience
Most businesses limit themselves to the basic demographics like age, gender, and location when identifying a target audience. However, in a B2B business, that doesn’t always work. A good strategy is to focus on persona development. You need to consider the emotional factors like fear, motivations, beliefs, and aspirations of your customers to determine the right target audience.
3. Focus on your buyer’s journey
To provide an exceptional buying experience, you need to focus on the customer’s entire journey. Unlike B2C businesses, where you deal with the end customer directly, in the B2B line, you may have to go through multiple channels to reach the ultimate decision-maker.
4. Identify the key marketing tactics
You need to identify the type of content and marketing medium that works best for your target audience. Categorize your sales channels into top-level funnels, middle-level funnels, and lower-level funnels and measure the results accordingly.
5. Integrate your tactics
Most businesses maintain four separate categories (Owned, Earned, Shared, and Paid Media) of marketing tactics. It is a good practice as they all work differently. However, the intent and message behind them should be the same. A common goal helps create connectivity that enables you to relate with your customers better.
6. Have a flexible schedule
Marketing runs on marketing calendars. You need to schedule every post, every campaign, and every event. However, they don’t always go according to plan. Therefore, you need to change them frequently. Make sure your schedules are kept up to date at all times to avoid confusion and chaos.
7. Practice control measures
Running campaigns and advertisements without control measures won’t get you anywhere. You need to set up tracking mechanisms to measure the results using tools like Google Analytics.
About Lead Beacon
If you want to improve your B2B marketing strategies through digital means and are looking for advanced software to help you, Lead Beacon is your one-stop destination. We design unique marketing and sales systems for manufacturing businesses based on industry-specific requirements.
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