- 10th August 2017
- Posted by: Adam Lewis
- Category: Inbound Marketing, Social Selling
Communicating with and marketing to the B2B market presents numerous challenges that differ greatly from B2C advertising. It is important to understand the differences when you are developing your marketing strategy. Here are some things you should keep in mind to help things run more smoothly with the B2B sales team:
Companies Are Constantly Seeking Value
You need to make certain that your product not only satisfies the client’s needs but does so in a way that lowers future expenses. If you can manage this, then you got a loyal customer.
They Hate Coming Up Empty Handed
The searchers are tasked with finding the thing needed to make their company money. If they don’t find you, they fail. Target your advertising to highlight how your product and service can help their bottom line and include usage scenarios that reflect this.
Content is Still King
One of the greatest issues new marketers encounter is the fact they forget that companies are run by people. You need to make certain that you provide useful, relevant content that fits the business owner’s or employee’s experiences and vernacular in order to have maximum impact.
You will be in a position to shorten the sales cycle and maximize B2B market penetration if you manage to solve those three challenges. However, getting here is vastly more difficult than most consider possible.
Breaking Free from Poor Marketing Communications
You need to provide your clients with the relevant and valuable information they are seeking if you want to have any chance of success in the B2B market. To do so you need to understand what they need and how to best present yourself in every stage of the sales enablement cycle. Here are some things you should consider to make this process smoother.
Have Fresh Content Ready for Every Stage of the Cycle
Through content marketing, you can develop the leads needed to propel your business forward. To keep them you need to continue leveraging the content created for this purpose to ensure continued interest in your enterprise. Just remember to tailor the content presented to each specific client. Create some if need be, especially if you are venturing into a new field.
Tailor Your Content to Meet Their Needs
Crafting hyper-personalized content that goes beyond the client’s direct point of contact enables your sales team to ensure the client is introduced to the rest of the organization. This also provides a measure of protection against any mistakes the lead sales rep may make, potentially salvaging the client against Murphy’s Law moments.
Bring Together Marketing and Sales
There are few things more detrimental to a company than having the sales and marketing teams not work together. Develop a sales strategy that requires members of both teams to collaborate on clients, making each leverage their specific skill sets in tandem to improve the customer relationship and help turn one-time customers into repeat clients.
Automate Readily Customized Campaigns
The best marketing programs are those that provide a simple strategy and enables your team to create a logical sequence of deliverable products in line with the customer’s needs, as long as the second stage can be customized to meet the unique opportunities each customer brings.
Use More than One Tactic
Not every client receives content through a single source. Leverage the variety of communication platforms available and craft content that works with each of them. For instance, utilize ROI calculators, case studies, product brochures and whitepapers to best reach the prospective client the moment they are seeking out the services your company provides. Just make certain that it is relevant to their situation, fresh, and provides true insights into your business that helps them make the right decision.