Everything You Need to Know About B2B Marketing
B2B marketing is often misunderstood. Will Scott, master of strategic and tactical marketing, recaps why you need to hone-in on your lead’s emotional concerns to win your next B2B pitch.
Do you struggle with knowing how to approach a B2B marketing campaign? We sat down with Will Scott on our podcast to flesh out how to get the best results from a B2B campaign. Will is the founder of Steelpoint Marketing, a strategic consultancy company, and has extensive experience in the industry.
B2B can take longer than B2C
Your brand has a story to tell, a purpose that your company lives by and values you want to share. You also have a product that creates value in the marketplace, and solutions to offer your prospective customers.
A full-funnel is important to ensure that you reach the right target audience, at the right time of their customer journey, and to make the most of your marketing spend. Having a properly set up full-funnel means that you can accurately capture your audience’s attention and provide them with the needed background and education. This leads to an authentic conversion, and your customers coming back for more.
One of the biggest challenges in content marketing is developing a plan that will lead to a positive ROI. With full-funnel marketing, especially the way we do it at RDB, we’re able to better divide the media spending of our clients and ensure that money is spent where it will get the best results.
B2B is about selling to a group, not a single person
While B2C is about selling to one individual, B2B is really selling to a group of people. This flip in mentality is why B2B is perceived as more difficult than B2C. According to Will, marketing, in general, is about having an emotional connection with the product, however, for B2B you’re needing to cater to a group of people, each with their own emotional needs. There are so many people in the chain that have to be convinced of the sale, which is why it can send your mind spinning. Focus on how your product can address the emotional concerns of the client, and you’re on your way to B2B success.
Consider the needs of the business
To ensure that your product hits the mark with the business you’re approaching, it’s important to focus on how that product addresses the concerns of the business. You need to really hone in on what it is they’re looking for. This practice is often done in B2C marketing but it’s often missing from a B2B campaign!
Think about it; a healthcare company is going to be quite risk-averse as opposed to a younger, agile company that isn’t as concerned about risk. These insights completely change your messaging and how you approach your B2B campaign so it’s worth taking a look at.
Pay attention to the daily life of the company
Storytelling is a big part of creating a great B2B campaign. Think about how your lead operates on a daily basis. This can help you identify the needs of the company. For example, is the company lagging behind in their software? Perhaps they could use an update. Or do they need a more innovative way to communicate with one another because of the crisis? Perhaps your brand could provide that. In B2C, the needs of one consumer are targeted but in B2B, you need to focus on the company as a whole. How can you add value to your B2B lead? Your strategy should encompass the bigger picture, and how it can help your B2B lead as much as possible.
B2B marketing doesn’t have to be confusing and overwhelming. In fact, it can be a whole new avenue for your brand to excel in! You’re opening your company up to all sorts of possibilities and new markets that you haven’t explored yet. Knowing how to accurately target your B2B leads comes with time, patience, and an on-point strategy.
Generate more leads with a B2B marketing strategy from RDB!
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