B2B and B2C tactics are different from each other in a number of aspects. For starters, the target audience in the former is a business, while the latter is targeted towards individual customers. As compared to businesses that market their products to the consumers, B2B companies may seem like a ‘hard to accomplish’ prospect. In B2B, profits depend on the long-term relations that are built via personal connections. However, with services such as Amazon Supply, these relationships are also starting to change. This is an indication of how some of the highly successful B2C tactics can work in the B2B space as well.
The importance of information
Over 70% of the purchase decisions in today’s B2B space happen before the salesperson comes into the scenario. Thus, the marketing materials need to be detailed and come with adequate information about your service/product benefits. You will need a website that is updated regularly, and have your sales and marketing staffs on the same page.
With the website, three other marketing forms that are common in B2C relationships also require adequate focus- Blogging, Social Media and Email marketing.
Blogging, Email Marketing and Social Media
In the B2C environment, blogs can increase lead generation by over 67%- while the same statistic stands at 88% for B2B models. Email marketing is also similarly effective, with over 50% of the B2B companies saying that it is one of the most effective lead-conversion tools.
When it comes to social marketing, there is a need for businesses to monitor the industry and keep a tab on where their efforts will have the most impact. Facebook has the maximum share in consumer influence, while Twitter as well as Google+ is also catching on in the B2B space, where LinkedIn used to be the king earlier.
Decision makers should be able to browse your website, get all requisite information regarding the product/service and go through the entire sales process without requiring to speak to someone else. Until now, B2B services have shied away from such a setup, since there are certain methods that salespeople depend on for pushing their biggest deals. An automated process does not leave any room for such negotiations.
However, there are still ways to provide enticing options. There can be different prices based on the quantity, special offers for certain sectors, and discounts through emails/social media and so on. A B2B website like HubSpot or AppSumo offers flash deals for other services/products. Seek your most active clients to offer them special services free or discounts.
Free trials are also a great alternative for B2B companies. Product demos and trials provide avenues for customer engagement until the sale is done. Automation of marketing and campaign nurturing give an effective way of maintaining relationships with present and potential clients.
The world of business is changing fast, and staying competitive is mandatory to survive. Take advice from what the B2C world does, staying connected to your customers throughout the sales life cycle. Do it yourself- and converting a lead and keeping your present customers should prove to be a much more effective process for you.