B2C marketing strategies and sub-tactics fail in B2B. Certainly not all of them – but most do. This is simply a fact that I encounter very often. Last year, I solved several larger B2B projects, where I mainly encountered the following problems:
There was no marketing at all. Somehow it worked, somehow it will work.
Marketing was done as in B2C. We hired an agency that focuses on e-shops and we want to bring in very specific and qualified leads through them.
In B2B companies, it is still very much ingrained that the salesperson is enough. They do not look at the problem from a broader perspective.
Division of B2B companies
There are several types of companies in B2B. If I had to choose one main dividing line that is the most prominent, I would divide B2B into:
B2B companies relying on long-term client relationships chinese overseas australia database and direct sales. These companies have a longer tradition and their acquisition process has often stalled over time because they simply don’t need it.
B2B companies relying on online acquisition, new customers, growth and demand generation from the internet. These companies include various SAAS applications.
Here you have a second very important dividing line that reflects the character of the company.
SaaS (antivirus, software, CRM)
Service (accounting, industrial cleaning)
Manufacturer
Distributor (we do not manufacture the vast majority, but only resell to retailers)
In this article, I’ve outlined 18 B2B tactics and trends that you should consider when building your strategy. If you’re interested in more on this topic, be sure to read my Digichef article, where I describe what strategies and practices to try in B2B marketing .
1. How to proceed in creating a B2B strategy step by step?
In this article, I will take a slightly different perspective the traceability of ict assets and services and describe one way to approach B2B strategy. It is no secret that B2B sales funnels and customer journeys are generally much longer than B2C funnels. Make sure you understand how you are acquiring customers. Next, be sure to break down the customer journey into other milestones so you know how they move through the funnel. In addition to the classic funnel, a customer journey can be even more helpful, where you break down all points of contact with the customer and you can also classify them in parallel into stages such as awareness, acquisition, retention or customer care.
Use these signals as the basis for key performance indicators (KPIs). You can then evaluate how your best customers behave and go after them. What should you definitely measure?
Visiting a specific website page
User filled out the contact form – getting a lead
Has engaged with or follows your social media channels
A user has subscribed to your newsletter.
>Registered for your event or workshop
Actively asked for your product
Be sure to include both long-term and short-term goals in your B2B marketing strategies. Long-term goals help your team see the big picture and assess trends. Short-term goals make it easier to understand and evaluate processes. They also break down large projects so that planning and completing tasks seem more manageable.
A very simple division of phases could be this:
Awareness stage: The potential customer has realized the problem and is beginning to educate themselves and research solutions to the problem.
Consideration stage: The potential customer researches solutions to their new problem and begins to come across companies that can solve their problem.
Decision stage: The potential customer is ready to make a purchase or actively inquire about the company.
Another advantage of B2B is that you can meet customers at various industry or your events
Understanding the buyer’s journey thailand data is essential. Surveys will provide you with objective data for your marketing and valuable starting points for measuring results and setting goals.