B2B Marketers: Everyone who works with a client hopes that their product is able to defend itself. Unfortunately – even the best products go into oblivion without good marketing.
There is a lot of talk about B2C marketing. What if our offer is not directed to an individual customer but to another company? What should B2B marketing look like then? In this article, you’ll find some tips to help streamline your business acquisition efforts and work smarter, not harder. To work!
B2B and B2C. How is it different?
First, some theory, B2C, or Business to Customer, is sales to individuals. In turn, the term B2B, Business to Business, is the name of commercial relations between companies. It can be a manufacturer and wholesaler, supplier and recipient of the service, and outsourcing. The marketing goals are the same in both cases, but the strategies are very different. Understanding these gaps will help tailor your action plan to your environment. Here they are:
- Arguments in B2B sales are based on logic, while in the case of B2C, emotions are more important. For example: in advertisements addressed to individual customers, telecommunications companies emphasize the possibility of convenient contact with family, but in those addressed to other companies, they emphasize tangible business benefits, e.g., significant savings.
- When shopping, consumers are guided not only by the price but also by the popularity of the product, status and emotional reasons. Companies are definitely more rational because they look for solutions to specific problems, calculating potential profits and costs.
- Marketing activities in B2B contacts, unlike B2C, are long-distance ones because more time has to pass for a business lead to turn into a customer. Transactions between companies require patience and consistency.
Now that we know what needs to be changed in the B2B strategy, it’s time to look at what methods are paying off.
- It turns out that as much as 80% of Business to Business purchasing decisions are based on the buyer’s direct experience (B2B Purchasing Process 2019). This means that the better the impression we make on the company’s delegate, the greater the chance that he will take advantage of our offer.
- As many as 75% of Polish B2B marketers run an active company blog (Stan Marketing B2B in Poland, 2017). And very well because the companies that wrote the articles, including 11 times a month, already had three times more traffic than brands that blogged once (HubSpot).
- 53% of marketers indicate e-mail as the most effective method of generating leads (Statista).
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