“Business to Business (B2B) marketing is the process of marketing products or services to businesses, instead of the broader business to consumer (B2C) marketing. “

This type of marketing can be more complex than B2C marketing, as businesses have different needs and buying processes. Sometimes the buying process can even be convoluted. However, it can also be more rewarding, as businesses tend to have recurring and specialized needs. There are a few key things to keep in mind when developing a B2B marketing strategy.

The first step to successful B2B marketing is understanding your audience: 

• Who is the key decision maker at the company that needs your product/service?

• Where can I reach them in a professional setting? (Don’t suprise them at their kids soccer game)

• Are they already aware of the problem that your product/service solves or is some education needed?

• Are they already spending on a different solution/provider or not taking any action?

• Is the company large enough to afford the product/service that you are offering?

Once you understand your audience, you can start to develop content and messaging that resonates with them.

Develop a “Buyer Persona” to identify your potential audience in a very specific way.  Buyer personas are fictional representations of your ideal customers. They can help you understand your audience's needs and wants in more detail. This will help with developing marketing that is precicely targeted and will connect.

Use the right channels. Not all channels are created equal when it comes to B2B marketing. Some channels, such as email marketing and trade shows, are well suited for reaching those key decision makers.  Focus on channels that have precise targeting like LinkedIn or Google Ads.  Consider sponsoring a local event that attracts professionals in the industry you are targeting, use a QR code to track conversions from that event.  Avoid billboards or direct mailers.

Content is king. Your content should be informative, helpful, and relevant to your audience's needs. Show them similar businesses that you have worked with and how you helped solve their problems.  Typically businesses need a lot more trust and convincing to spend their budget with you, especially if you’re competing with one of their existing business relationships. Show them that you are the expert in your field with a compelling podcast. Or even create some case studies to help build trust! Case studies are a great way to show potential customers how your products or services have helped other businesses.

Know your numbers.  How much is a new client or business relationship worth to you?  How much did you really spend to acquire that new customer? (Total customer acquisition cost)

Track your results! It's important to track your results so you can optimize the ROI (Return on Investment) for your marketing budget. This is the only way to make informed decisions with your marketing strategy.

Partner up! Partnering with other businesses or complimentary providers can help you reach a wider audience and cross-promote your products and services.  A solid refferal partner can be huge sources of consistent new customers.  For example, if you sell commercial appliances to restaurants… Then you will want  to connect with contractors, consultants and designers that build out new restaurants.  Finding these powerful connections can be done through good ol fashioned networking.

B2B marketing can be a complex and challenging process, but it can also be very rewarding. By following the tips above, you can develop a strategy that will help you build relationships with your target audience and achieve your business goals. If you would like some help, we’re happy to work with you on your B2B marketing strategy and share some of our experience working successful clients in a wide variety of industries!