What is B2B Marketing: The Best B2B Marketing Strategy
B2B refers to relationships between one or more companies, whether goods or services. B2B marketing is not aimed at end customers (B2C), but at companies and individuals. Consequently, the abbreviation stands for “Business to Business”. Advertising measures are tailored according to this special clientele and take into account the special features that companies have to deal with: for example, a company often cannot simply enter into a contract, but is obliged to long-term processes that , for example, provide for obtaining a written offer. B2B advertising measures must clearly address these special features.
Successful B2B Marketing
Instead of simple products that are largely self-explanatory and aim for a quick conclusion, as is usual in the end-customer sector, B2B Marketing offers offers that can also be very complicated and need explanation, but are adapted to customer needs. customer.
Successful B2B marketing measures are based on a very good advertiser website, which brings together all communication channels, the use of social networks and email marketing. The latter is mainly used to save in memory. Content marketing, ranging from blogs to videos, is also gaining importance.
Peculiarities of B2B marketing
• Therefore, the sums and the implemented products are partly different than in B2C marketing, individuals eventually need in the rare cases z. As software for controlling industrial machines or accounting for several hundred employees.
• In particular, lead generation and thus customer acquisition have become extremely important in B2B marketing in recent years. In doing so, marketing takes on more and more of the sales-related tasks, because marketing deals with leads until they are truly ready for business. This can be achieved especially with the highly successful inbound marketing tools and techniques. In 2014, leading companies agreed that they would get 54% more leads with inbound marketing than with traditional outbound marketing. That means 54% more leads!
• From the point of view of B2B marketing, it is aimed at Buyer Personas. These are representatives of typical decision makers in a company, representing their expectations and needs regarding a product or service and providing in-depth information on decision-making processes. B2B is also about people. When they talk to each other, they do not do it in their private “function”, but as employees of a company. They then represent the control view, the purchase view or the production manager view. But this is what creates a profitable Buyer Persona.
By definition, B2B marketing is about trading with another company, and B2C marketing is about private customers. The target of these two types of marketing is therefore very different: limited in number, but specialized in Business to Business, much broader, but less expert in Business to Consumer. In fact, the companies targeted at B2B, already better informed than the private individual, also carry out important research work with experts to analyze their needs and search for suitable solutions. Therefore, it is necessary to implement, in B2B, a marketing strategy that provides much more specific and specialized information than in B2C, because customers, in general, are less aware of the products and solutions offered. In the latter case, using simpler language works better with people.