3 Tips for successful B2B marketing
The market in B2B marketing is structured differently from a market with private customers, i. e. the same prerequisites do not apply there when formulating the marketing strategy. Whereas in B2C marketing there are usually individual customers who make an immediate purchase decision, this is different in B2B marketing: As a rule, it is not a single employee who decides on the purchase of a product, there are often several people involved.
Especially COVID-19 has brought a big change in B2B marketing this year, as almost all events, such as trade fairs or conferences, have been cancelled and the future development remains uncertain. Therefore the introduction of a B2B marketing strategy has become more and more relevant in many companies in order to gain new customers and not to be left behind by the competition.
Hence we would like to show you some tips, ideas and possibilities for a successful B2B marketing:
1. Who belongs to your target group?
No marketing activity in the world is worth anything if it is not geared to the needs and wishes of the customers. Therefore the analysis and definition of your own target group is essential for every marketing plan, because on the basis of the target group the appropriate marketing measures are developed, both in B2C and B2B marketing.
It is advisable to work out user-personas in order to better represent the target group. However, many companies already have difficulties with this point, because user-personas are not developed based on data, which leads to wrong decisions.
A free way to develop the target group is the tool “Facebook Audience Insight”. With just a few clicks, the target group can be mapped and visualized based on interests. Another small tip: The target group of the competition can also be analyzed in this way.
2. Where do you reach your target group?
The challenge with B2B marketing is that there is often too much scattering effect between the target group and non-target group in the marketing measures, which significantly reduces the efficiency of the campaign. As a result, the traditional advertising environments are not necessarily suitable.
Platforms such as LinkedIn or Xing offer detailed targeting possibilities to successfully reach your defined target group. But there are also alternative possibilities: For example, tools such as “Phantombuster” can be used to automatically output LinkedIn profiles of companies. These LinkedIn profiles can then be contacted either manually or through tools such as Expandi. The advantages are clear: these messages are definitely not classified as spam and the response rate is many times higher than with comparable newsletter campaigns.
There are countless other ways to successfully address your own target group. For example, influencers can be used to address a very specific target group, or PR articles can give your company the necessary reach, because your potential customers also find out about certain topics on the internet.
3. Do you have an optimized conversion funnel?
In B2B marketing, campaigns aim to generate leads, after which personal contact can be established. Your own website is the first point of contact for potential customers, so your website should be tailored to your target group. Tracking tools such as Google Analytics offer the possibility to analyze the behavior of the users on the website, this way conclusions can be drawn whether the user was not sufficiently informed or the lead template is too hidden on the website.
Many publishers now have lead templates integrated into the advertisement with the advantage that the user does not have to be redirected to their own website, which significantly improves the conversion rate. However, publishers who generate the most leads do not have to be the best choice, because at the end of the day it is the quality of the leads that counts. For this reason, the conversion funnel also requires a qualitative evaluation of the leads. This means that the relationship between leads, sales and costs should always be established for each marketing measure in order to be able to subsequently measure the success of the respective campaign.