B2B marketing is different from B2C marketing
If you market your products or services to other businesses (B2B marketing), you need a different approach to marketing than if you target consumers.
To be a successful B2B marketer you should focus your time and marketing budget on establishing and managing a range of relationships. That’s because most business-to-business buying decisions are influenced by a group of people within your prospect’s company. Purchases are often based on research, detailed specifications, and are much more considered.
You have to deal with different companies within corporate groups, multiple sites, different departments, and ever changing job titles and responsibilities (20% of employees change jobs each year!).
For a successful sale to a business, particularly a big company, you may have to convince all of these individuals of their need to buy your product (one person may cover several of these roles):
Gatekeeper > Initiator > Influencer > Decider > Financier > Buyer > User
In summary, B2B marketing is:
- Relationship driven so you must develop those relationships.
- Smaller, more focused target markets than B2C markets.
- Multi-step buying process with a longer sales cycle than B2C.
- How your brand is seen is based on personal relationship.
- Educational and awareness building activities are essential, using content marketing and seminars, for example.
- Rational buying decision based on business value using a specification (or brief).
Identify your lost website leads
Is it fair to say that many of your website visitors don’t complete one of your contact forms? Would you like to identify the many anonymous website visitors that don’t enquire so that you can contact them before your competitors?
Only 2% of website visitors contact you. Want to identify many of the 98% of website visitors that don’t contact you?
Intrigued? If you want to know the contact details and exactly which pages they’ve shown interest in, contact Real Marketing Specialists today (07957 870071) for a no-obligation free trial of the UK’s best lead identification software. This is very easy to set up and runs for at least a week on your website so that you can see who’s visiting and you can decide if it’s for you. Ensure you speak to us direct because Real Marketing can ensure you get a 10% discount on their software. Find out more about Lead Forensics.
Real Marketing is a Platinum Partner for this powerful tool. Lead Forensics lets you identify your ‘hidden’ website visitors that don’t contact you. It sends you alerts for important pages when website visits take place and tells you exactly which section they’ve looked at.
Lead Forensics provides the company’s contact details so that you can follow up many more hot leads, including their: company name, phone number, key decision makers’ email addresses, address. Your sales team will love this lead identification tool! Find out more now.
Contact Real Marketing Specialists today (07957 870071) for a no-obligation, week long, free trial of Lead Forensics.
Harness the power of content marketing, email & video
76% of B2B buyers search for content that is relevant to help them make an informed decision before buying. It’s therefore crucial that your business is positioned as a thought leader in your market.
That’s why content marketing is booming amongst leading B2B marketers, generating 3 x more leads than traditional outbound marketing at a fraction of the cost.
Video marketing is also booming in the B2B world – not only is it a fast way to communicate complex messages to your viewers, but it gives you the chance to engage with them too. 78% of B2B marketers said it’s highly-likely they will use video in the next 2015.
And email marketing, done well to a good opted-in list, can often deliver a high ROI for B2B.
Contact Christopher Lamotte at Real Marketing Specialists to get your B2B marketing machine running smoothly: call (07957 870071 or 01620 825751) or email.Free Marketing Audit