5 keys to B2B marketing

What a mistake! It’s important to first analyze out type of business and to whom it is directed. Here we’ll talk about the differences between B2B and B2C and five keys to B2B marketing.

B2C usually have massive markets, but with a lower sales volume than B2B, and they target consumers directly, although the customer journey is usually short and agile to ensure a smooth shopping experience. In this case, consumers are responsible for the purchase decision based on their needs, tastes and emotions. Customization is also prioritized, since their strategies connect from emotion with a familiar language.

• Become a benchmark in your niche. Although the relationship is between companies, it’s important to remember they are moved by people. That said, create impact with relevant, educational, informative and accurate content through a strategy based on inbound marketing. The objective is to position yourself as an opinion leader in your niche, to enhance your knowledge and the ways you could help your customers with your offer. Social networks such as LinkedIn and blogs with trending information are great showcases. Also, a solid and positive corporate image is vital, since it favors commercial relations, which, in addition to being based on tangible benefits, prioritize public relations that alliances bring with them. 
• Connect with values. A recent change in B2B marketing is the relevance that corporate values have gained when generating relationships between them. Corporate Social Responsibility and the reputation of a company must be a pillar in marketing, since purchasing decisions are based on the reputation they will bring in. Social media allows bad practices to spread massively, which is why it is essential to rethink values and commit to them, as well as manage proper use of networks with protocols in the face of possible crises. 
• Use digital channels in your favor. One of the main tools for B2B businesses is email marketing, as it allows close, interactive and automated contact, which follows up on customers in a personalized and segmented way. It is also vital to position yourself in SEO and SEM. Relevant, useful and specialized content in your niche, along with these digital tools are the perfect combination for the online presence of B2B’s. 
• Increase your database. In order to get potential clients’ data and add them to your database, you need to give them a good reason to trust you with their contact. B2B’s have two excellent options to gain contacts: first, by sharing (under a subscription) valuable content such as an ebook or a guide on processes or trends in the niche; we refer to a lead magnet. Another option that works especially for this type of business are conventions, fairs or masterclasses. Organizing or participating in this type of face-to-face events is the perfect opportunity to increase the database and give an excellent impression outwards. In this case, we suggest that you prepare a newsletter automation with the presentation of your company and the services it offers to newly subscribed contacts. 
• Optimize your e-commerce service. DHL’s definitive guide to B2B e-commerce points out that the growth of online sales of B2B’s will continue to grow exponentially; by 2025, it’s expected that 80% of all B2B sales interactions will be through digital channels. Current digitization processes will lead you to streamline your website and allow your potential customers to continue their customer journey in a smooth, informed and safe way. It is vital to optimize your e-commerce in speed and support, as well as in the clarity of the message through UX copywriting, in addition to facilitating direct contact with a person in charge of sales and customer service.

What do you need to optimize the sales efforts of your B2B? Approach marketing professionals to find the most convenient strategies and get the best ROI’s.