Creating an Effective B2B Marketing Strategy

作为一家 B2B 公司, 您的最终目标是吸引潜在客户并激励他们与您开展业务. 虽然这个目标很简单, 掌握 如何, 什么时候, 和 为什么 clients should choose your company is a real game-changer.

Many B2B companies struggle to unlock their full marketing potential because they bite off more than they can chew. It’s like guzzling a gallon of water only to end up feeling sick—far from the refreshment you sought.

What’s crucial to understand is that marketing is an intricate process. Success hinges on executing certain steps in the perfect sequence.

Join us as we dive into the nuances between B2B and B2C marketing, unravel the secrets to crafting a winning B2B marketing strategy, and explore some of the most effective tactics.

What is B2B Marketing?

B2B marketing is the secret sauce that powers the engine of business demand, igniting interest in your products and services from other businesses. Think of it as the B2C (business to consumer) marketing’s savvy cousin, brimming with diverse content types and engaging across various online and offline channels. 然而, it dances to a different beat, boasting unique nuances that set 企业对企业 和 企业对消费者 marketing apart.

At the heart of B2B marketing lies a mission: to introduce your brand, showcase the unparalleled value of your offerings, and transform other businesses into not just customers, but loyal fans.

Is B2B Marketing Right For Your Business?

Certainly, if your business targets other businesses.

B2B encompasses a broad spectrum, including software-as-a-service (软件即服务) 订阅, security solutions, and a wide range of products like tools, 配件, and office supplies. It’s common for organizations to operate within both B2B and B2C sectors.

B2B marketing strategies are designed to reach individuals who have the authority or influence over purchasing decisions. This includes a diverse group ranging from entry-level users to top executives in the C-suite, covering a wide array of roles and responsibilities.

B2B Marketing vs. B2C Marketing

The key distinction between B2C and B2B marketing lies in their target audiences.

In B2B marketing, it’s all about business-to-business interactions. 本质上, companies exclusively cater to other businesses as their clientele.

另一方面, B2C 营销侧重于企业对消费者的交易. 这里, 公司直接瞄准公共消费者群.

例如, Salesforce 或 HubSpot 等公司属于 B2B类, 而像亚马逊或耐克这样的公司则在 B2C领域.

B2B 营销漏斗中的买家之旅

在营销漏斗内, 需求产生激发意识, 其次是潜在客户开发，激发观众的兴趣和考虑.

从潜在客户开发到培育的转变, B2B marketers share information to influence the buying committee’s purchasing intent.

After an evaluation period, the buying committee decides to purchase, ideally continuing the relationship as the business expands and strengthens its bond with the buyer over time.

Here are the four steps of the B2B marketing funnel:

1. 意识

When your buyer recognizes they have a problem, they begin exploring various solutions to address it. This research phase allows them to delve deeper into understanding the available options and evaluating what could best resolve their issue.

2. 考虑

Your buyer synthesizes all their research and evaluates the optimal solution to address their challenges. To avoid the need for your sales team to justify the superiority of your service or product over competitors, it’s crucial to engage potential customers early in their decision-making process.

3. Decision

The decision-maker selects a tailored solution that meets their requirements, delivers maximum value, and fits within their budget. If you’ve executed the first two stages correctly, they will choose you.

4. 保留

Marketing’s impact extends beyond customer acquisition. For B2B companies, nurturing existing buyer relationships alongside forging new ones is crucial for sustained growth and success.

Developing a B2B Marketing Strategy: Crafting a Plan and Taking Action

Creating a B2B marketing strategy requires thorough identification of target businesses, leveraging data-driven insights, and crafting compelling value propositions.

It’s essential to have a well-defined strategy to effectively reach and engage with other businesses, foster meaningful connections, and drive business growth through targeted and impactful marketing efforts.

Follow these essential steps to develop a robust and effective b2b marketing strategy tailored to your business needs.

步 1. Determine your target audience

您的产品可能比其他产品更适合某些类型的买家.

为了 定义你的目标受众, 有几件事你应该问自己.

• 第一的, 询问您的产品是否符合您选择的受众的需求.
• 第二, 问问自己，如果您根据受众群体增加市场份额，是否会为您带来最大价值.
• 第三, 询问您是否有营销资源来增加您的份额. 最后, 问问自己该受众是否对其他受众有影响力.

您理想的目标市场是在您拥有可用资源的情况下可以赚最多钱的地方.

你还应该记住, 在 B2B 营销中, 使用您的产品或服务的客户可能不是从您那里购买产品或服务的客户. 由于这些知识, 你需要做你的 研究以了解目标市场所在行业的购买流程如何运作.

步 2. 进行竞争分析

更有效地优化您的营销策略, 进行彻底的竞争分析. 探索市场以确定目标受众的企业并评估他们当前的线上和线下营销方法.

分析竞争对手时要评估的关键领域包括:

• 产品供应
• 销售策略和结果
• 营销内容和社交媒体存在

分析竞争对手可以让您 完善自己的策略并保持市场领先地位.

步 3. 定位您的产品或服务

定位您的产品或服务是定义为什么您的产品或服务是目标受众可以购买的最佳产品或服务的行为.

具有良好的定位, 客户将能够轻松了解您的产品或服务是什么以及它如何帮助满足他们的需求. 这很重要，因为你的目标受众总是会评价你.

良好的定位也能让您从竞争对手中脱颖而出. 如果你给自己定位得好, 它甚至可能影响消费者对竞争对手的看法.

为了正确定位您的产品, 有一些关键事项需要记住.

• 你首先应该了解你的客户是谁, 组建定位团队, 并列出您的竞争选择.
• 下一个, 你会想弄清楚 是什么让您的产品/服务独一无二, 并根据这些特征/区别进行营销.
• 最后, 您需要在可在所有团队之间共享的文档中记录您的定位.

此外, 如果您的目标是多个受众, 你需要为他们每个人创建一个不同的位置. 这意味着 understanding your audiences, their unique needs, and how your product meets them in ways that other products don’t.

步 4. Set your goals

In order to fly straight, you’ll need to know where you’re headed. The same is true for B2B marketing strategies. You’ll need a set of objectives/goals for each of your target segments.

This is best done when implementing the S.M.A.R.T. goal formula. The following is how S.M.A.R.T. goals are made.

• Specific — Clearly state your desired outcome including who, 什么, 什么时候, 在哪里, 如何, 为什么, ETC.
• 可衡量——您必须能够通过关键绩效指标跟踪进度 (关键绩效指标).
• 可实现的——永远不要设定一个你无法达到的目标. 你的目标应该是可实现且现实的.
• 相关——每个目标都应与您的整体营销和业务策略保持一致.
• 及时——你需要设定一个时间框架来实现你的目标. 你应该大胆, 但也认识到罗马不是一天建成的.

步 5. 选择分销渠道

B2B 营销中的分销渠道对于企业如何有效连接并向其他企业交付产品发挥着至关重要的作用. 这些途径涵盖批发商/分销商网络, 直接/互联网销售, 和合作伙伴渠道, 作为有效吸引 B2B 客户的重要途径.

拥有 完善的分销渠道 对于企业来说绝对至关重要. 这些渠道为高效的市场路线铺平了道路, 确保产品轻松接触到广泛的受众.

它们不仅有助于获取客户和顺畅物流, 但他们还通过值得信赖的合作伙伴关系提高了品牌信誉.

而且, 这些渠道发挥着关键作用 具有成本效益的分销和一流的客户服务, 最终提升整体业务绩效.

步 6. 选择营销渠道

在B2B中, 营销渠道是企业向其他企业展示其产品或服务的各种方式.

B2B 业务最有效的在线营销渠道包括:

• 搜索引擎 (搜索引擎优化)
• 按点击付费 (每次点击付费) 广告
• Content marketing
• 电子邮件营销
• 社交媒体市场营销 (SMM)
• 网络研讨会

For offline marketing, the most effective channels for a B2B business are:

• Trade shows and networking events
• Speaking engagements at industry events
• Client testimonials
• Account-based marketing

Marketing channels serve as the conduits for communicating with and reaching potential B2B customers, playing a crucial role in driving brand awareness, lead generation, 最终, 销售量.

步 7. Develop a comprehensive B2B marketing plan

A successful marketing strategy aligns market conditions with your company goals, while a comprehensive marketing plan offers a roadmap with specific channels and metrics.

The key lies in defining your company’s profile and target markets, then determining the best platforms for promotion.

It’s crucial to avoid haphazardly selecting strategies such as social media or content marketing without a thoughtful approach, as this can result in unnecessary expenses and ineffective outcomes.

步 8. Create assets and run campaigns

With a well-crafted plan in hand, it’s time to take action. 确保您遵循策略中每个渠道的定制最佳实践:

• 建立网站或网上商店
• 创建社交媒体资料
• 在企业名录中列出您的公司
• 考虑雇用帮助来完成在线任务或呼叫响应
• 为您的博客或 YouTube 频道制定内容计划
• 设置广告帐户
• 概述您的网络研讨会策略
• 规划您的预算
• 列出要发言的活动列表
• 起草电子邮件至 请求客户评论

考虑未来的其他潜在需求.

促成活动成功的关键要素包括创造性和创新性的方法, 附加价值的可行见解, 先进的定位方法, 以及令人信服的号召性用语，以提高参与度和转化率.

步 9. 衡量绩效并提高绩效

这个持续的过程会推动你有效地前进. 简单的说, 了解为什么您的热门内容表现出色，而表现不佳的内容为何表现不佳.

通过把握这一点, 你可以明智地 分配你的时间和资源. 您越勤奋地分析数据并应用见解, the better your chances of continual improvement and exceeding goals.

Even with a strong foundation, content and campaign creation involves some guesswork until significant engagement and conversion data are available.

Let your audience steer your course. 利用 metrics to pinpoint the most resonant channels, topics, and media, then concentrate your efforts.

同时, remove or adjust elements that are not yielding results.

B2B Marketing Channels Explained

探索这些旨在有效吸引目标受众的 B2B 营销渠道. 选择那些能够让您与客户建立牢固的联系并培养关系的方法.

搜索引擎

通过以下方式推广 B2B 业务 搜索引擎 提供目标受众覆盖范围, 竞争优势, 和可衡量的结果.

杠杆作用 SEO 提高在线知名度, 吸引有价值的线索, 并提高对 B2B 成功至关重要的品牌知名度.

B2B 电子邮件营销

电子邮件营销 是接触消费者和企业客户的重要工具. B2B marketers leverage emails for engagement and lead conversion. Unlike B2C, B2B customers seek logic and ROI.

Tailor your emails to resonate with their business needs.

Email marketing also amplifies brand content, with B2B companies using newsletters for content marketing success.

B2B website

The effectiveness of B2B digital marketing strategy relies heavily on having an informative and engaging website. Prior to making a purchase, a majority of buyers tend to visit a website.

An example of a B2B website template build with Ecwid templates

此外, 考虑到典型 B2B 销售周期的复杂性，涉及各种关键参与者（例如看门人）, 决定者, 以及在采购过程中至关重要的其他个人, 网站为有影响力的人提供方便、直接的平台来传播有关您的产品或服务的信息.

付费广告

增强您的数字形象 按点击付费 (每次点击付费) 广告以吸引新受众. 专注于提升您的品牌个性和内容, 不仅仅是产品.

提高投资回报率 针对买家角色 and relatable content. Target relevant categories within your brand for broader customer reach.

B2B social media marketing

B2B buyers and C-Suite executives are also humans and utilize social media for purchases.

尽管 B2B social media marketing may not yield the most leads, it’s crucial for brand awareness, creating an online persona, and connecting with potential customers.

B2B content marketing

Content marketing drives potential buyers to a business’ digital channels by providing insightful information and expert advice on products/services.

它通过建立声誉和展示产品来增强需求和潜在客户的产生. 跨各种数字平台使用, 它利用搜索引擎优化 增加网站流量 并根据目标受众定制内容.

B2B 营销团队可以通过分析数据来有效地传递定制消息来优化参与度.

白皮书, 电子书, 和信息图表

这些可下载的文档, 充满了宝贵的见解和专业知识, 作为可以以多种方式利用的独立资产.

他们可以被门控, 需要用户交互才能访问, 或未设门控以便于查看. 这种多功能性使它们成为强大的 B2B 潜在客户生成工具，有助于有效吸引和吸引潜在客户.

播客

运营 B2B 播客可带来多种好处，包括强化品牌, 社区建设, 品牌意识, 专业知识展示, 并吸引多任务观众.

播客 事实证明，它是 B2B 企业的宝贵营销工具, 提高品牌知名度并培养听众的忠诚度.

直播活动和网络研讨会

直播和网络研讨会可以成为 B2B 业务的强大工具. 他们提供了与潜在客户实时互动的独特机会, 展示思想领导力, 产生潜在客户, 重新调整内容的用途, 教育观众, 并覆盖更广泛的受众.

通过 直播 并举办网络研讨会, B2B 企业可以直接与其目标市场互动, 促进更深层次的联系并建立信任.

客户成功案例和客户感言

在B2B业务中, customer success stories and client testimonials are crucial for showcasing product effectiveness. They offer proof of successful partnerships and the impact on clients.

By demonstrating real-world results, businesses can build buyer confidence, aid decision-making, and establish a strong reputation.

These stories highlight specific benefits and ROI, influencing potential clients. 最终, they enhance credibility, trust, and drive B2B growth.

B2B Marketing Best Practices

Given the myriad of approaches to B2B marketing, 坚持最佳实践对于根据您的业务目标有效定制营销策略至关重要.

基本的 B2B 营销最佳实践包括:

有一个计划

有效的营销从规划开始, 设定明确的目标, 了解目标受众, 并制定相应的策略.

向正确的人传达正确的信息

B2B 购买决策涉及多个利益相关者, 不仅仅是一个决策者. 成功, 瞄准所有有影响力的人. 由于复杂的周期和不断变化的角色，品牌认知度至关重要. B2B 营销人员的解决方案包括通过自动化高效地接触关键专业人士.

集中精力解决痛点

了解您的客户以改善他们的日常生活. 提供解决方案, 不是推销. 提供 最佳B2B营销解决方案 成为他们的长期首选供应商.

提升领导资质

并非所有表现出兴趣的潜在客户都可以销售. 有些缺乏购买权或处于研究阶段的早期. 评估潜在客户可以防止在错误的潜在客户身上浪费销售精力.

Nurture and educate potential clients

Attracting and qualifying leads is crucial, but lead nurturing is equally vital. It helps leads see your product’s value and addresses their business challenges. 使用 educational content like videos or tutorials and direct communication with leads are key strategies.

Quantify outcomes

To optimize B2B marketing ROI, track data on customer acquisition time and deal costs. Analyze effectiveness to pinpoint top-performing strategies and key customer segments for success.

做出数据驱动的决策

利用数据增强决策能力对于 B2B 增长至关重要, 效率, 和客户体验. 数据驱动的见解 帮助识别趋势, 了解客户行为, 并优化成功策略.

最终, 利用数据为 B2B 企业提供创新和竞争优势 可持续的成功.

致力于您的品牌形象

开发一个 强大的品牌形象 涉及定义您希望如何被感知, 你的价值观, 说话的语气, 和视觉识别. 一致性和透明度是 B2B 中建立客户忠诚度和市场地位的关键.

在多个渠道保持存在 (全渠道)

有效触达买家, 维持 多元化的营销渠道 在他们研究的地方与他们联系. 出现在社交媒体和搜索引擎上，确保所有买家都能轻松了解您的业务和产品.

您将如何营销您的企业对企业服务?

现在你已经拥有了所有的火种, 您需要设定匹配并让您的业务上升到新的高度.

从您对如何进行 B2B 营销的新认识开始, 然后从那里开始.

所以, 是时候问问自己将如何推销您的企业对企业服务并进行规划了.

通过电子商务解决方案升级您的 B2B 业务
学到更多

• 什么是B2B? 关于企业对企业模式的一切
• B2B 营销指南: 战略, 目标, 策略
• 什么是B2B电子商务? 平台, 公司, 趋势
• B2B软件: 选择合适的 B2B 软件
• B2B 网站: Best Practices with Examples