14 Proven B2B Marketing Strategies For Business Growth

Whether it’s for a B2B or B2C business, marketing is all about generating, securing, and converting leads . However, if you’re a B2B marketer, you’ll need to utilize a different assortment of marketing strategies than those employed by B2Cs. And the B2B purchasing landscape isn’t just distinct from B2C—it has evolved from the traditional B2B buying process, which the seller initiated and controlled. Today’s B2B buying is increasingly digital; buyers are more prepared when they first talk to salespeople; there are more people involved in a single decision; and these stakeholders have high demands for the customer experience. In a nutshell, the buyer is now initiating the process, and they hold much more power. The Modern B2B Landscape You’ll need to make sure the strategies you utilize reflect these key elements of the modern B2B purchasing landscape: Substantial Preliminary Research Thanks to the power of the internet, B2B buyers usually perform extensive research prior to having their first conversation with one of your representatives. They use multiple channels and multiple forms of media, including websites, social media, online videos, and peer reviews and recommendations. Your average buyer is already 57% of the way through the purchasing process before they talk to someone on your team, and has performed 12 online searches before they even visit your website! Increasingly Digital, With Younger Buyers Half of B2B decision-makers are under age 35. These younger stakeholders reject pushy sales pitches, like paid ads, cold calls, and any other way a business tries to bombard them with information. Instead, these digital natives are starting the process and researching what they want, when they want online (and they’re staying away from salespeople until they’re reasonably far along in their research). They’re consulting the reviews and recommendations of others. And a company’s online presence—especially its website— is a make-or-break factor in these stakeholders’ decisions. The website acts as the first salesperson, so it must provide the information buyers seek as quickly as possible. Long, Multi-Step Sales Journey B2B businesses usually go through a long decision-making process and a multistep sales journey, including demos and questioning periods, before making a purchase. Thus, this process is the exact opposite of the instant, B2C transaction process. B2Bs consult multiple stakeholders before making a purchase. And the number of decision-makers involved keeps increasing. The average amount of stakeholders involved in a B2B buying decision is 6 to 10 , each coming in with their own distinct perspectives. And people outside the C-suite are becoming increasingly involved in the process. Large, Long-Term Deals B2Bs usually seek a deal that lasts for at least a few years, and that is worth a substantial amount. That directly contrasts with B2C buying, where one consumer quickly makes a short-term, low-stakes decision. Seeking a Personalized Buying Experience However, B2B buying does have some surprising similarities to B2C buying. B2B buyers seek personalization at all stages of the sales journey, in a similar vein to the B2C experience. They desire to know how a product […]

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