When most people think about marketing, they think about toy commercials or billboards on the highway. While these are certainly examples of marketing, they are only covering a small sector of the vast marketing world: traditional, business-to-consumer (B2C) marketing. These strategies are the most visible and easiest to identify, and they are used to entice potential consumers to make a purchase or engage with a service. But there is an entire arm of marketing that bypasses the individual consumer and focuses on businesses who will make wholesale purchases and tie up significant capital in product investments: business-to-business (B2B).
Companies that concentrate on B2B marketing are taking a necessary step towards higher quantity orders and greater profits. But what exactly is B2B marketing? And how can a company develop a B2B marketing strategy that achieves positive results?
Business-to-Business (B2B) Marketing Defined:
B2B marketing is when one company targets other businesses to buy their products or use their services. This definition may seem simple conceptually, but it is far from that in practice. While B2C campaigns focus merely on the end-user for general consumption, B2B marketing requires companies to take all stakeholders for other companies into account, including executives, purchasing decision-makers, and even influencers.
Creating a Strategy that Works
Business-to-business marketing wears many hats, from inbound marketing and search engine optimization (SEO) to content and account-based marketing, but they all fall short without a proper strategy for implementation. To bolster any B2B marketing strategy, companies need to understand their audience and competition, and strive to achieve specific goals. They need to determine the personas of their target market so they can direct their efforts toward those most likely to buy their products or enlist their services.
Today, businesses also need to vie for valuable online real estate, specifically on Google. Looking at keyword ranking, SEO, and digital marketing oversights by competitors and capitalizing on those mistakes or mimicking other businesses’ successes can also help drive more organic traffic to company websites.
Even when businesses have high digital marketing- and SEO-savvy, campaign improvements are only gained if there are established goals when it comes to increasing organic traffic, generating leads, and boosting revenue. Tracking and analyzing the results are critical in determining ROI and, in turn, the campaign’s success.
Once a business knows what it wants and who it wants to persuade and engage in digital marketing, social media, and lead generation tactics, their B2B marketing strategies can flourish. At BizDev Communications, we help your business-to-business marketing campaign through email lead generation services and other email marketing campaigns, as well as cold calls and account management services. Call us today to learn more about how we can help grow your business and client base.