When it comes to b2b services marketing strategy, there is no one-size-fits-all approach. Each business has unique needs and goals that require a customized plan of action for success. However, the fundamentals remain consistent regardless of the size or industry – knowing your audience, setting clear outcomes and engaging with sales are essential elements in developing an effective strategy. But before you jump into tactics such as SEO optimization or social media campaigns, take some time to consider these basics first.
In this blog post, we’ll explore why B2B is different from other strategies, how understanding your target market can help you identify solutions to their problems quickly and effectively – plus more tips on what works when it comes to successful b2b services marketing strategies.
Table of Contents:
- Why B2B is different
- Engage with Sales
- Set Clear Outcomes
- Strategy before tactics
Why B2B is different
B2B is different from B2C in many ways. The buyers’ journey for a business-to-business (B2B) purchase can be much more complex than that of a business-to-consumer (B2C). In the B2C world, the customer may only need to consider one or two factors before making their decision. However, in the B2B world, there are often multiple stakeholders involved. This makes it essential for businesses selling into this market to understand their audience and how they make decisions.
Know Your Audience
When marketing products or services to businesses, it’s important to know who you’re targeting and why they would benefit from your offering.
Deeply understanding your potential customers, problems, fears and desires lets you tap into the emotional reason for buying. Secondly, when you get to the execution phase researching potential clients ahead of time can help you tailour your messaging so that it resonates with them on an emotional level and shows them exactly why they should choose your solution over others available on the market.
Be Clear about What Problem You Solve
It seems obvious but it needs to be said, it’s critical that companies selling into the B2B space clearly articulate what problem their product solves for customers – otherwise, potential buyers won’t see any value in purchasing from them instead of competitors.
When crafting content around solutions offered by a company, marketers should focus on highlighting features that directly address customer pain points while also emphasizing unique advantages compared with other offerings available in the marketplace. They should focus on how this is a benefit to the customer. How it helps them solve a problem they have. Doing so will help ensure prospects understand exactly how their lives will improve if they decide to invest in your selling. You need to articulate is your solution a pain reliever (say medicine) or pleasure enhancer (vitamin), and more importantly, you need to say it in your customers language.
Engage with Sales
Sales and marketing teams have an important role to play in driving commercial outcomes for businesses. It’s essential that they work together when creating a B2B services marketing strategy, so everyone is working towards the same goal.
When it comes to setting objectives, sales should be involved from the start. They can provide valuable insights into what customers are looking for and how best to reach them. This information will help inform your overall strategy and ensure you’re targeting the right people with the right message at the right time.
It’s also important to consider how sales can support your efforts once you’ve launched a campaign or initiative. For example, if you’re running an email campaign, make sure that sales reps are available to follow up on leads quickly – this could mean having someone monitor their inboxes during peak times or assigning specific tasks like responding within 24 hours of receiving an inquiry. Doing so will show potential customers that your business is responsive and attentive which can go a long way in building trust and loyalty over time.
In addition, don’t forget about offline activities such as trade shows or networking events where both teams need to be present in order for success. Sales reps should be trained on how best to engage with prospects at these events while marketers should focus on developing materials such as brochures or flyers that will help attract attention from attendees who may not already know about your business offerings.
Overall, collaboration between sales and marketing teams is key when it comes to developing successful B2B services strategies – each team brings unique skillsets which complement one another perfectly. By ensuring they both have input throughout every stage of planning, from setting objectives through execution, businesses can maximize their chances of achieving desired results faster than ever before.
B2B services marketing requires a unique strategy compared to other industries, as it involves understanding the needs of business customers and creating tailored solutions. To ensure successful outcomes, businesses need first to identify their target audience and develop an effective marketing plan.
There is typically a big is a rift between them that it has been estimated that this misalignment is costing upwards of $1 trillion a year.
Yes, that’s right, you read it correctly. $1 trillion each year. That’s no small sum we are talking about
Engaging with sales is essential for successful B2B services marketing strategy. Next, we will discuss how to set clear outcomes to ensure the success of your strategy.
Set Clear Outcomes
Setting clear outcomes is an essential part of any successful B2B marketing strategy. Knowing what you want to achieve and having measurable goals will help ensure that your efforts are focused in the right direction.
For example, if you’re looking to increase brand awareness, consider setting a goal of reaching X number of people or increasing website traffic by Y%. This way, you can track progress over time and make adjustments as needed.
If generating leads is one of your objectives (it should be), set targets for how many qualified leads you want to acquire each month or quarter. You should also have a plan in place for nurturing those leads, so they eventually convert into customers.
When it comes to driving sales, focus on creating campaigns that align with specific products or services. Determine which channels will be most effective for reaching potential buyers and create content tailored specifically for them. Set benchmarks such as total revenue generated from each campaign or average order value (AOV).
Finally, don’t forget about engagement metrics like social media followers or email subscribers – these can provide valuable insights into customer behaviour and preferences that can inform future strategies. While they can be a vanity metric, they can also lead to a ready-to-buy audience.
By taking the time to define your desired outcomes upfront, you’ll be able to measure success more accurately and adjust tactics accordingly along the way – helping ensure that every effort contributes towards achieving business growth goals.
It is important to set clear outcomes before implementing any marketing strategy in order to ensure success. With a solid foundation of objectives, it’s time to move on to developing an effective strategy that will lead your business towards its desired outcome.
Here is a non-exhaustive list are some key metrics you should consider
- Customer acquisition cost (CAC): The cost of acquiring a new customer.
- Lifetime value (LTV): The projected revenue a customer will generate over their lifetime.
- ROI: Return on investment (ROI) is the measure of the profitability of an investment.
- Churn: Numer of customers that are leaving
- AOV/ ARPU: Average order value or Average Revenue Per Customer
- Brand Health and share of voice: How your brand resonates with your target audience
- NPS: Customer satisfaction
Strategy before tactics
The strategy should always come before the tactics. It’s easy to get caught up in trying out new things or chasing after the latest trends, but having a clear and well-defined plan is essential for success.
Start by understanding your target audience and what problem you are solving for them. Knowing who you are targeting and why will help inform your strategy and make sure that any tactics used have maximum impact. For example, if you know that most of your customers are small business owners, then tailor your messaging accordingly – focus on how they can save time or money with your product/service rather than emphasizing features or technical specs.
A way to stay at the strategy level is to think about Customer, Commercial & Competition
- Customer: Your customers are the lifeblood of your business. As above, who they are, what their fears and desires are and how you solve the problem.
- Commercial: It’s important to have a clear commercial strategy that aligns with your overall business objectives. This includes setting goals for revenue growth, cost savings initiatives, product/ service innovation plans and pricing strategies that ensure profitability while still meeting customer demands. Additionally, it’s important to keep track of key performance indicators (KPIs) such as sales figures or website traffic so you can measure progress against these goals over time.
- Competition: Knowing who else is competing in your space is critical for staying competitive in today’s marketplace. You should be aware of not only direct competitors but also indirect ones – those offering similar products or services at different price points or through different channels – so you can adjust accordingly if needed. Additionally, tracking competitor activities such as new product launches or marketing campaigns can help inform decisions about where best to focus resources within your own organization in order to remain competitive in the long run.
As we have seen, b2b services marketing strategy is different from other forms of marketing. It requires a deep understanding of your target audience and the problem you are solving for them. Setting clear outcomes and engaging with sales teams are key to success in this area. But don’t forget the fundamentals; before getting too carried away with new tactics, make sure that you have a solid foundation in place first. With these tips in mind, you can be confident that your b2b services marketing strategy will be successful!
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FAQs: The Basics of B2B Strategy and Marketing
What is a B2B strategy?
A B2B strategy is an overarching plan that outlines how a business will achieve its goals. It typically involves research, analysis, planning, and execution to ensure the most effective use of resources for maximum return on investment.
A successful B2B strategy should be tailored to the specific needs of each individual company and take into account factors such as industry trends, customer preferences, competitive landscape, market conditions, and more.
What are some common tactics used in B2B marketing?
Common tactics used in B2B marketing include content creation (such as blog posts or whitepapers), email campaigns, social media outreach (including influencer partnerships), search engine optimization (SEO) efforts to increase visibility online, pay-per-click advertising campaigns targeting relevant keywords or phrases related to your productservice offering(s), trade showsevents participation for networking opportunities with potential customerspartnerships etc., webinars or other educational events hosted by the company itself or through third parties like associations etc., direct mail campaigns targeted at specific audiences based on their demographicsinterests etc., telemarketing activities including cold calling prospects etc.
How can I ensure my strategies are successful?
The key to success when it comes to implementing any type of strategic initiative is having clear objectives that align with your overall business goals.
Additionally, you must also have a comprehensive understanding of your target audience so you can tailor your approach accordingly.
It’s also important to engage sales teams early on so they understand what’s expected from them during implementation stages – this helps create alignment between all departments involved in executing the plan successfully.
Finally, make sure all initiatives are commercial outcomes focused – meaning there should be measurable ROI metrics associated with each activity undertaken so you can track progress over time and adjust accordingly if needed.