B2B marketing – what you need to know

by Shiulie Ghosh

Walker & Davies - B2B
So you’ve got a great product?

Now you want to market it more effectively to key businesses, right? Having a well-defined strategy is a cornerstone of your Business-to-Business (B2B) marketing efforts.

When it comes down to it, B2B marketing should not be vastly different to B2C marketing. B2B end-users value customer service – they want the same great buying experience you and I would expect if we were shopping through Amazon or eBay. Indeed, as a result of personal digital shopping habits, business professionals increasingly want a consumer-like experience whilst researching and shopping for products and services.

B2B buyers are most likely to start their search online, so your website or shop front is paramount. According to a recent study, 35% of end-user buyers start their research on search engines and 27% on manufacturers websites. And when they get there, they want specific information – pricing, technical guides, delivery information and stock availability. So make sure your information is up to date and up to scratch!

B2B buyers say video is among the most important factors when deciding to make a purchase. One of the easiest and most successful ways of incorporating video into your marketing strategy is to produce an ‘explainer’ video – a short film accessible through your website explaining your product or service to potential customers, what your USP is and how it will benefit them.

35% of end-user buyers start their research on search engines and 27% on manufacturers websites

You should also think about getting feedback from your target audience. If you don’t do customer research, you’ll never know what you’re doing right (or wrong!) B2B marketing has to be driven by data – otherwise, you’re simply taking a guess. One of the easiest ways to do this is by utilising customer surveys as part of your marketing methods. This can provide incredibly useful information for conferences and trade shows, and allow you to carefully hone your next marketing campaign

Social media platforms are crucial when it comes to communicating with your target audience. Twitter is now the number one platform for B2B brand mentions. Companies can engage and promote what they stand for. Sponsored posts and Facebook ads are a way of targeting specific audiences according to their profession, demographics etc. They can give your content marketing a boost, push brand awareness and gain customer insight. Crucially, by using social media platforms as a way of communicating with potential customers, it also allows for that personal touch.

Finally, make sure you and your team know what your goals are. What is the end result you want to generate, and what are the important milestones you need to hit along the way? Evaluating your goals gives you the best chance of achieving them. Grabbing the attention of buyers is a tough job – you need to constantly review your B2B marketing strategy to ensure you’re on the right path.