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9 Ways to Get the Most out of Your B2B Marketing

by Stella Lincoln
B2B marketing is an entirely different animal from B2C. Because it’s less familiar, it’s less intuitive—but it’s also more critical: A deal could make or break you. Here’s how to tip the scales in your favor.

Over the past decade, B2B exchanges have increasingly become more digital. Decision-making buyers are more receptive to sales calls from other parties, and a team of stakeholders is involved in a single decision. They demand a satisfying customer experience and are now initiating the B2B marketing exchange with more power.

When it comes to marketing for B2B buying, your strategies must be smart enough to drive conversions, capture audiences and nurture leads while keeping existing customers happy. Below are the top 9 ways you can create effective B2B marketing for your business. Let’s start!

1. Perform a SWOT Analysis

 To measure interconnected benefits, you should pursue two types of goals:

  • Measurable goals
  • Strategic goals

Strategic goals call for a more market-centric than sales-centric approach. They define your brand’s performance and its edge the competition, which is why a comprehensive SWOT analysis will help you develop a clear B2B strategy and message. 

When determining strategic goals, conduct real-time analysis to stay ahead of your competitors. Because B2B consumerization is still different from the B2C experience, involving bulk dealings and long-term selling goals, a company should know how to get a leg up as well as how to mitigate their weaknesses to counteract competitors’ USPs.

Once you’ve chosen goal-achieving strategies for implementation, establish methods to track their success. Also, don’t treat your plans as unchangeable or static. Use collected data to help refine your strategy for a specific B2B client based on the opportunity. Change variables and run A/B testing to see which is most acceptable for the client, depending on the scope of work, collaboration, and the nature of the business.

2. Personalize as Much as Possible

B2B prospects expect a higher level of personalization than B2C buyers, due largely to scale. There’s a lot more on the line. According to Salesforce, “84% of customers say being treated like a person, not a number, is very important to winning their business.” Also, “59% of customers say tailored engagement based on past interactions is significant to winning their business.”

Personalization is all about tailoring offers, advertising and communication efforts to bridge the needs gap of every B2B client. Through better understanding and smart targeting, you can deliver a more relevant and immediate experience to win more business. Better understanding entails having a clear perspective of your customers’ personas, informed by collecting data on their needs and preferences. Having a site with up-to-date content, landing pages, paid ads and clear CTA s will also help you deliver higher levels of customization.

3. Deliver an Optimized Experience

If you’re planning to modify or redesign your website, make sure it works well on every type of mobile device. Moreover, make sure your content, including white papers and emails, is fully optimized for a responsive view. B2B stakeholders of all ages prefer using mobile devices over laptops. They use their mobile phones for emailing, researching, social media and purchasing.

Blue Corona Statistics says that 80% of buyers use mobile devices at work while 60% of B2B decision-makers agree that mobile plays a considerable role in making purchase decisions. Moreover, 42% of B2B buyers purchase on mobile phones, and more than half of B2B searches are done on mobile devices. Surprisingly, more than 90% of B2B buyers are likely to get back to businesses that offer a superior mobile experience.

4. Harness the Power of Reviews

Whether customers are  B2B or B2C, they overwhelmingly trust reviews and recommendations. Suggestions play a more critical role in B2B because interactions generally entail long-term dealings and significant investment. They rely more on the people they know than on a message from a company.

Tech marketplace G2 suggests that 71% of B2B buyers consult reviews before considering a purchase. Testimonials, reviews and recommendations play a crucial role in B2B business.

5. Create High-Conversion Landing Pages

Whatever medium you use to capture leads—pop-up deals, offers, coupons, paid ads or recommendation incentives on your website—you should direct your prospect toward specific landing pages that let them know how your business can fulfill their needs.

Clearly define your goal for each landing page and the lead conversions you want to create. Be specific with your message; the page should direct stakeholders to perform the desired action. Actions may include downloading a white paper or an eBook, making a purchase, signing up for a webinar or course, or filling out a lead form.

6. Don’t Forget, Content Is Still King

According to Marketing Blender, 80% of decision-makers prefer to look to articles for information than ads. Moreover, content is a great way to establish your company as an expert in your industry. But content must always be generated with the goal of satisfying a buyer’s needs, not tooting your own horn.

Instead, think about the different stages of the buyer’s journey then map them to your product accordingly. Bear in mind that a single B2B purchase decision involves multiple decision-makers who may have different points of view and levels of expertise. Present a context with relevance and ensure your content is error-free with tools like Grammarly, Crowd Writer and Academist Help.

7. Remember the Post-Purchase Stage

Client satisfaction is critical in the long-term, subscription-based deals typically involved in B2B. Satisfactory (or better) service will keep customers purchasing from you for years. Provide outstanding service by keeping them in the loyalty loop and serving them with post-purchase follow-ups. Don’t leave them hanging after securing a sale; support them through their concerns and challenges. Check for periodic maintenance needs and resolve their pain points.

Commit to building lasting relationships with your clients as a visionary mission for growth. Ask for their genuine feedback on what you’re doing well and what you need to improve. That way, you can deliver customized service for each B2B client and make them feel valued.

8. Embrace Referral Programs

The best way to leverage your existing satisfied clients, referrals are four times likelier to drive prospects toward a purchase decision. Prospective clients are more inclined to listen to their trusted peers, who may love talking about having a positive experience with you. In the world of B2B marketing, a formalized referral program gives you control over the sharing process.

9. Consider Automation

Implementing all of the above strategies to get the best out of your B2B marketing is a lot of work. Consider automating processes as much as possible to make things easier for both your company and your clients.

Where possible, choose affordable tools to generate leads and nurture client relationships. Be sure to consider all stages of the buyer’s journey when deciding which processes to automate. Good luck!