Let’s talk about business, specifically the B2B (Business to Business) environment. How does marketing work in this business model where your buyer persona is not a physical person, but a company or brand? B2B marketing has the answer to that question.
How do you win over a company and turn it into your client? In this post I’m going to tell you about the peculiarities of the B2B environment and what strategies you can implement to reach your target, in this case, an organization or corporation.
B2B or Business to Business is a business
Model where the purchase and sale of products or services is carried out between companies, instead of between a company and the final consumer (which is B2C or Business to Customer).
Business to Business focuses on meeting the needs of companies in general: distributors, manufacturers, suppliers, etc.
For example, manufacturers of electronic components, industrial machinery, legal or financial advisory services to companies and logistics, among other issues.
B2B (Business to Business) marketing is a strategy aimed at communicating a company’s value proposition , generating authority and trust, and building solid relationships with the aim of generating value and satisfying the needs of its target, which another company.
Unlike Business to Customer , Business to Business is characterized by more complex decision processes, longer sales cycles and the importance of long-term relationships.
Main differences between B2B and B2C
The main differences between both sectors can be summarized in these three:Typically, the number of customers you can reach in a B2B marketing environment is not as massive as it may be in a single client environment.
Likewise, the competition is usually less, although more specialized, complex and difficult to overcome.
2. The purchasing decision process in B2B is longer than in B2C
In Business to Business, the purchasing decision process is much slower because it generally involves the decision being evaluated by various departments within the company and in a very thoughtful manner.
Decision making is rational, based on the value and return on investment ( ROI ) that the product or service offers to the company.
It is a very studied process that can last days, weeks, or even months.
In the B2C environment, everything is faster in general. Purchases tend to be more emotional and impulsive.
This transition has altered corporate strategy in addition to how we connect. With direct communication channels to whatsapp number database consumers, businesses can now provide individualized marketing and quick feedback loops. But immense power also entails great complexity and responsibility.
Customer loyalty in B2B marketing is greater than in B2C
Once you have a client, in B2B the engagement you achieve with your brand is maintained more easily than in B2C.
What the Business to Business client seeks is stability and cost control in their relationships with their supplier.
Once a provider has been selected, changing is not usually a simple task, nor is it advisable in many cases.
B2C customers are driven by emotions and feelings in many purchasing decisions.
This can cause the B2C customer to change their usual box of cookies for a new brand just to try it and, for a while or permanently, stop buying the ones they usually buy.
Engagement in B2C is much more difficult to maintain due to how volatile the consumer tends to be.
However, apart from these differences indonesia email library between B2B and B2C, there is one thing that unites them definitively and that conditions all marketing strategies: people.
Behind every company, every business, there are people. That is why, more than B2B marketing, the strategy to follow should be H2H.
Differences between B2B and B2C marketing
What is the goal of B2B marketing?
How does B2B marketing help businesses? What goals does it help them achieve?
The evolution of B2B marketing to the H2H (Human to Human) approach reflects a shift in prioritizing authentic and emotional connections in business relationships.
While the focus remains on business-to-business interaction, the H2H approach is based on the importance of recognizing and responding to the human needs, emotions and motivations behind every purchasing decision.
It seeks to create deeper relationships, emphasizing empathy, close communication and trust building.
H2H focuses on the value of human interactions within the B2B context.
10 B2B Marketing Strategies
Let’s now look at what B2B marketing canada email lead strategies companies can implement to achieve their marketing goals, improve their market visibility and increase their sales.
The key is to understand your target audience and select the strategies that best align with their needs and the purchasing cycle of your B2B customers.
1. Content marketing
Content marketing in Business to Business focuses on creating and energizing valuable content to attract, nurture and conquer a clearly defined audience.
Their goal is to build authority, build relationships of trust, and guide potential customers through the sales funnel with relevant information that answers their specific questions and needs.
In the B2B sales process, although it will
Depend on the type of product or service. Content marketing will be more focused on generating trust and improving engagement than on direct sales. Which in these cases usually do not exist.
For example, to create good content that generates. Engagement and improves your corporate branding with your client, you can create. The following content for social networks:
Create a corporate blog with information that adds value to your clients, always original. The corporate blog has to be at the heart of your B2B marketing content strategy. Social media and SEO will be your loudspeaker.
Infographics and reports
Statistical reports or infographics that provide informative data and reflect that you know what you are talking about.
Infographics can also be easily shared through your social networks and by your community .
Success stories
This content is the one that can generate the most trust in your clients and is one of the stars of B2B content marketing. It explains how well you know how to do things.
Newsletter
A newsletter is ideal for keeping your audience informed about news, offers and recent content, thereby gradually nurturing the relationship.
Whitepaper and eBook
This content positions you as an expert who is helping your clients expand their knowledge.
Knowing more about a topic will lead to more questions that you, coincidentally, will be able to answer.
An excellent format for presenting complex topics, demonstrating products and working on two-way communication.
