What is B2B Marketing? B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a business or organization.
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B2B marketing eliminates the individual consumer in general and focuses on selling products or services directly to other businesses. B2B marketing takes into account the interests, needs, and challenges of those who are making purchases for the organization or company. The organization serves as the consumer, rather than the individual who ends up with the product.
A classic example of a field that uses B2B marketing is pharmaceutical companies, who are buying drugs to then sell to pharmacies and doctors offices, which in turn will then be sold to consumers.
Another example of a B2B company is WeWork, who leases office spaces to other businesses, organizations, and freelancers. In this case, the B2B transaction is happening between the office space and those renting out the space.
A B2B marketer implements many strategies into their marketing plan that proves to be successful for specifically B2B marketing. B2B marketers work directly with account managers and salespeople to pitch the goods or service to the purchasing company.
B2B marketers craft a campaign intertwined with advertising, content marketing, social media marketing, and email marketing to appeal to businesses wanting to buy your goods or services, which in turn will be passed onto individual consumers.
According to Hubspot, 93% of B2B marketers use email marketing to engage consumers and spread brand awareness. B2B marketers utilize email newsletters for brand content and information. B2B marketers work to craft effective and interesting emails that won’t get lost in your inbox.
B2B marketing is very different from B2C marketing, so it’s important to hire people that know this distinction. A B2B marketer understands the goals, purchase motivations, drivers, purchase process, and purchase purpose of their clients.
B2B marketers are useful at creating a call-to-action (CTA) that is easy for business consumers to understand and follow through with. While your content marketing specialist might be great for B2C transactions, a B2B marketing specialist can target the demographics, psychographics, and interests of a business in the market of buying goods or services.
B2B marketers also know how to create a successful business blog, which is different from a content hub marketed towards B2C consumers. B2B marketers have the skills to write to target companies, who aren’t focused on emotions and feelings like individual consumers. B2B marketers can write to highlight ROI rates, economic viability, and foster long-term commitment.
The goals and purchasing habits of businesses are very different from individual consumers. For B2B marketing, consumers are focused on the ROI, efficiency, and expertise of the service, instead of creativity, like in B2C marketing. B2B consumers are driven by logic and by financial literacy, rather by the emotional connection the service or product provides. B2B consumers are driven by education, ensuring that the product or service they’re buying is reliable.
B2B marketers are making sales for long term solutions, such as renting out an office space or Walmart buying a particular kind of good to stock up on. The sales cycle tends to be longer in B2B marketing than B2C marketing, and B2B marketing fosters longer relationships with companies. Compared to B2C marketing, B2B marketing has a longer buying cycle because B2B buyers are making long-term decisions with their purchases.
Content creation: B2B marketers need to know what content performs well on each channel, each social media platform, on each marketing email. Strong writing skills are a must, as well as an eye for appealing visual graphics.
SEO knowledge: SEO, or search engine optimization, is crucial in gathering traffic to your site. SEO helps companies to understand how consumers are searching for your brand online, especially to make yourself stand out in the competitor B2B market. Good content marketers know how to use SEO to increase web traffic and boost visibility and rankings.
Digital: Digital is the world of content creation today, and B2B marketers must know how to utilize and create digital content to engage consumers, particularly on social media. Other than just producing digital content, B2B marketers have to know what impresses their audience and helps hold a strong retention rate during the long term purchase process.
Understanding data: Data is the key to reading the insights and behaviors of consumers. This knowledge is then translated by B2B marketers to develop successful brand strategies and tactics to keep businesses engaged. B2B marketers must know how to understand and interpret business consumer data to boost engagement.