The line between B2B and B2C marketing has started to blur in recent years. But success comes from recognizing and capitalizing upon the subtle differences between these two audiences.
With that in mind, here are four tactics that will serve you well in either sphere but are especially helpful if you want to improve your B2B marketing strategy.
1. Align marketing with sales.
Collaboration between marketing and sales allows for a more focused and streamlined game plan. Customers’ data, goals and metrics can be shared. That input comes in handy, especially when creating buyer personas.
2. Make the most of your data.
Marketing decisions should be data-driven and logical, and a B2B strategy is no exception. With well-defined metrics in place, you can measure results, glean insights and adjust your strategies accordingly.
Data can also be used to better understand the needs of the buyer and provide content, products and services of relevance and value.
3. Personalize your message.
Buyers want to feel unique and understood. But unlike B2C clients, B2B buyers are emotionally detached from the purchasing decision. Instead, they’re focused on ROI — saving time, money and resources.
Tip: Your marketing message could emphasize the value of your products and services and how they can improve ROI.
4. Get creative with technology.
- As virtual assistants like Siri and Alexa become the norm, optimizing key terms for conversational voice search will be increasingly important.
- Ease of consumption has made podcasts popular again, providing another channel for engagement and the opportunity to establish your expertise.
- Thanks to data-driven AI, VR and augmented reality tools, creating personalized experiences and opportunities for engagement is getting easier.
With a collaborative, data-driven effort, sales and marketing can align, streamline processes and create a more pleasurable, personalized and productive experience for your B2B audience.
Do you need help with your B2B marketing strategy? Get in touch.