When you are trying to sell products to consumers, who are decision-makers in organizations, your strategies must align with their persona. You must craft your B2B marketing strategies such that it targets your audience well, and is able to complement their product research.
“74% of B2B consumers conduct half of their research online before making an purchase.” (Forrester)
As the statistics show, B2B lead’s journey often begins online. They research the product thoroughly before taking any decision.
Subsequently, when it comes to their queries and questions, they want to speak to a real human. It doesn’t matter what they’re shopping for, it could be a business service or software.
Here your sales conversation must walk parallel with marketing efforts and is based on the client’s requirements. Hence, especially for B2B clients, it is essential to bridge the gap between sales and marketing teams.
However, first, let’s take a look at 5 B2B marketing strategy that can work wonders this year.
B2B Marketing Strategies for 2021
Your B2B marketing strategies must drive you towards certain goals.
But, to set goals and objectives, you should know about the environment where your business operates. This is the first and foremost step before adopting any B2B marketing strategies.
Research Your Market Thoroughly and Define Your Goals
Following that, you can employ those strategies that compliment your goal and is fit for your business environment. So let’s start with the one which is not only new but is ruling the B2B Marketing Strategy.
“47% of B2B buyers consume three to five pieces of content prior to engaging with a salesperson” (Curata)
One of the significant reasons why you should use content marketing is that – most of your audience is online. It is a great way to reach them where they are.
Content marketing demonstrates what your company offers and who you are, whether it’s through blogs, social media content, white papers, or emails. Building an audience for your newly launched blog may take some time. Therefore, you can also leverage blog publishing sites like Medium, Substack, etc. to kick-start content marketing.
In this digital age, we Google everything,
Similarly, potential customers search for help via keywords or phrases. They can find your company through that match.
It’s all about creating targeted content. Your content must answer those in need and draws in leads to your website. The best part is that effective content marketing works without a sales pitch as the driving force.
92% of content marketers say their organization views content as a business asset.
By developing content that answers your audience’s questions and provides information, you can create value for your services and products. When you answer their doubts and concern, not only they see you as a trustworthy authority but also are more inclined to purchase from you.
” 90% of B2B customers research 2-7 sites before they make a purchase. To drive conversions, it’s vital to provide B2B consumers with quality content that differentiates your company from its competitors” (Digital Commerce 360).
Account-Based Marketing is what it sounds like – marketing that’s based on a specific customer, existing or prospective.
It is a highly focused business strategy in which a marketing team treats an individual prospect or customer like its very own market.
The marketing team can create content, events, and entire campaigns dedicated to the people associated with that account, rather than the industry as a whole.
It’s a market of one. This practice is typically employed by enterprise-level sales organizations and is beneficial to business-to-business (B2B) marketing efforts.
“87% of marketers that measure ROI say that ABM outperforms every other marketing investment” (ITSMA)
It is very efficient while trying to reach multiple buyers at the same company, or perhaps your largest accounts, which are more likely to pose more business opportunities inside the organization that you haven’t tapped yet.
When this is your goal, ABM has several benefits.
That’s one reason why it works so well in B2B because sometimes you have to work with five or more stakeholders in a given sale.
LinkedIn is a powerhouse social network for B2B marketing.
Built for business networking, LinkedIn works exceptionally well for B2B lead generation, making it one of the reliable B2B marketing strategies.
“43% of marketers overall say they have sourced a customer from LinkedIn” (LinkedIn study)
Your brand needs a complete profile to make its presence. A compelling profile will help your customers or connections get more insight into who you are and what you do. So it’s critical to optimize your profile or page.
You can optimize your profile by Including photos, key employee details, logos/headers, and other relevant content that makes your business professional-looking and human to the audience.
- Boost your content to the world’s largest professional audience on desktop, smartphone, and tablet.
- Get High-quality leads within the budget you choose using their self-service advertising platform.
- Reach your target audience with valuable content through LinkedIn messaging.
Most of the information transmitted to the brain is visual, and they are known to improve learning and retention by 400%.
Some of the reasons to include this in B2B marketing strategy are:
- Progressively shorter attention spans, thanks to smartphones
- The fact that humans absorb information faster with corresponding graphics (we may forget what we’ve read, but remember what we’ve seen), and
- Viewers tend to be triggered emotionally by images.
“84% of those using infographics find them effective” (Forbes)
The visual aspects of well-crated infographics can make data memorable and understandable in a way that few other forms of media can.
“Organizations with real time data visualization achieved a 26% increase in new pipeline accounts identified.” – Aberdeen
Digital marketing changes so rapidly that it’s almost a full-time job just to keep up with trends and develop modernized strategies.
A podcast is an audio or video file, usually available as a single episode.
It can be watched via a streaming platform or downloaded to a mobile device or computer.
As people rely heavily on mobile devices, it is easier to access, download, and listen to podcasts whenever, wherever.
Another factor fueling the popularity of podcasts is people’s lack of time.
People are getting busier every day. We are surrounded by more than one digital device which provides information making it difficult to sit down, read a book, or even watch a TV show without distraction.
Podcasts serve as an aid in multitasking and get as much done as possible. They are easy to listen during a commute, on the run, while getting housework done, etc.
Podcasts are one of the best tactics to add to your B2B Marketing Strategies because Podcasts inspire conversation, while blogs tend to provoke thought.
They are easier to retain and influence the most.
54% of podcast consumers say they think about buying an advertised product. (Source: www.smallbizgenius.net)
[Also Read: B2B vs B2C Marketing: 10 Key Differences]
Final Note on Implementing B2B Marketing Strategies.
Regardless of what marketing strategy you use, at some point in B2B marketing, you’ll start to see inbound traffic to your website.
But to measure the potential of your marketing strategy, you need to know who these companies are and if they are the best-fit?
LeadSquared enables B2B marketers to tie the loose ends together, which brought them to the website in the first place. Like I said before, for B2B clients, you must bridge the gap between sales and marketing, and that’s where Leadsquared empowers you.
Book a free demo and see yourself.