Business Essentials Official Blog


B2B Marketing Best Practices

In the past, business to business (B2B) marketing involved a whole other bag of tricks than its friend Business to Consumer (B2C). However, as the relationships between businesses and consumers continues to develop, as does the relationship between businesses. Marketing between businesses is now highly reliant on content creation and engagement, just as B2C is.

In a recent study published by MarketingCharts, marketers are spending an increasing amount of their hours devoted to content creation. bigstock-Business-writing-B-B-on-the--28825400Time spent creating content has grown exponentially in the past year, as marketers see the positive results of their efforts. The study showed a correlation between the total amount of time spent weekly on creating content and high performance lead generation.

Now, even though content creation is key for B2B marketing, both online and offline efforts should be recognized and utilized. As a B2B marketer, it is important that your energy and expertise be used on integrated marketing strategies that include social media, content generation, PR, networking, etc. to achieve your organization’s lead generation goals.

B2B Marketers need to get serious with social media. B2B prospects are becomingly increasingly selective with who they do business with, and this has a lot to do with the expertise your organization exhibits. Social media, regardless of what some B2B marketers say, is an effective way for both current and potential B2B customers to explore the many options that exist out there. Social media is an opportunity for a business to excel in gaining its customer’s trust. Just like with B2C marketing, stimulating engagement is crucial in showing your organization’s expertise and commitment to its clients.

The idea of thought leadership should be a guiding principle in any B2B marketing strategy. B2B customers want to know that any company they do business with completely understands their issues, weaknesses and strengths, while also trusting that your company has a deep knowledge on how to increase their bottom line sales. This is achieved via the content you broadcast, including whitepapers, case studies, eBooks, blogs, etc.

While a lot of marketing is taking place online, it is also important to understand that offline efforts are just as crucial. Events, especially networking and trade events are an important aspect of B2B marketing. Placing your organization directly in front of your B2B customers establishes a foundation for trust and an ongoing relationship. Technology is great, but nothing resonates like a chat face-to-face. On top of providing a personal touch, networking at trade shows or other events puts your company in front of many potential customers that you may not have otherwise had access to.

Public relations in your B2B marketing strategy lies somewhere in the middle between your online and offline marketing strategy. Getting your business showcased in trade publications, including magazines, newspapers, as well as online blogs and websites is great exposure. One strategy that we use, here at BusinessEssentials, is contributed blog posts. We often contribute blog posts to industry related sites, to build up our reputation, increase exposure, and showcase our expertise in the field.

One trend that we have yet to mention for B2B marketers is mobile. Unlike consumers, business professionals need to be constantly connected to their mobile phones. Why not hit your prospects where they already spend the majority of their time? B2B mobile marketing means optimizing your existing content for mobile viewing. Check back for more information about B2B mobile marketing.

B2B marketing is not always easy, but sticking with the current trends and actively building relationships both online and off ensures a good foundation for success.