Do you sell products to a consumer market or business-to-business?
If you sell business-to-business, you need to understand a few key marketing differences…
…that can make ALL the difference to your success.
Some people believe that B2B marketing is no different because you are ultimately marketing to “people”. However, people act and respond differently when purchasing a product for themselves or for a business. Therefore, the marketing funnels are going to vary…and understanding this variance will help you get more results from your marketing.
So let’s dive!
One of the primary difference to B2B marketing is how you will reach people. When marketing to a business, you often have an extra layer of communication. For example, you may have to pass through a gatekeeper or use a third party (i.e. professional association, referral network, list purchases etc.) to reach your prospect. This will definitely increase the time and money that you spend to reach your potential customer/client. B2B products and services are typically higher ticket purchases, so this will likely balance out.
Once you reach your prospect, you might find that he or she is numb to your offer. This is common and is likely a targeting issue. People are bombarded with ads and we all become a little numb to advertising. However, we can typically turn off ads that are not relevant to us and due to the advances in online advertising platforms, we are seeing more ads that we care about. When someone markets to a business, the promotion/advertising may find it’s way to people that don’t care. They also have less ability to turn off promotions. They can send your email to spam, unsubscribe, refuse your calls, throw away your postcards, etc. but they must have an open channel to conduct business, which leaves them vulnerable to marketing/advertising.
Here is an example of how easy it is to get email addresses for a business:
- You could get a list of URL’s via a database (like referenceUSA, etc.). You could scrape URL’s from a search or from a big website.
- Use the URL’s to find email addresses using a tool like Hunter.io, hire an person from Upwork to search for the the emails via social media Google search. You could also send emails through the website’s contact forms with a note to send to the appropriate person.
- Guess the email address based on a popular pattern and then use a validation service to check whether or not the email address is accurate/sendable (i.e. email@example.com, firstname.lastname@example.org or [Initial]email@example.com, etc.)
The point I’m trying to make is that it is easy to send emails and even easier to set up an telemarketing campaign, advertising campaign, etc. Therefore, it is not uncommon for a business email to receive multiple marketing messages per day.
Apart from being bombarded with marketing, here are a few of the other reasons they can be numb:
- Their purchasing power is restricted due to budget, time constraints, or a complex approval process.
- They are considered to be a “buyer”, but don’t really care about their job.
- They receive too many similar offers.
- They don’t have time within work hours to review your offer and don’t want to think about work outside the office.
The list is extensive, but I wouldn’t spend a lot of time worrying about the difficulty of B2B marketing…
Just make adjustments!
Here is are a few ways you can do it…
Find unique or new channels to market. You can also do what other marketers won’t.
It’s a numbers game, so be consistent with your marketing and reach out to more people.
Target your prospects better and identify the best time to market. You can call and ask a who the right person to talk to would be, questions regarding the buying cycle, when new purchases are considered, what is the best way to reach your prospect, etc. The more information you have, the better you will be able to market.
Use smart B2B marketing tools
The best way to market B2B is to build a relationship with your prospects through marketing. It is a sustainable strategy and can have a major impact. It will also increase the amount of referrals you can get. A little side note on referrals – They are powerful and should not be neglected.
For example, using the right B2B marketing tools you can:
- Use remarketing to show your Ads to everyone that has previously viewed your website, specific pages, or landing pages.
- Get a notification when one of your prospects visits your website.
- Get a notification when one of your linkedin contacts visits your website.
- Set up a point system that rates your prospects and lets you know who is primed to purchase.
- See when you email subscribers open your emails, proposals, contracts, etc. in real time.
- Automate Facebook messenger’s chat
- Automate with interactive forms
- Automate scheduling
- Send a custom picture to your prospects based on their action (this is a really cool tool. Contact us to learn more about how this works)
- Send your contacts a ringless voicemail drop, which where you send out a voicemail that never rings your prospects phone. This is a great tool for getting call-backs, and keeping top-of-mind.
Seriously, if you are unfamiliar with any of these tools and functionality, contact us today. It makes a real impact, when you can add these professional touches to your marketing and works to establish a better relationship for B2B sales.
When you understand your prospects, you can can affectively market to them. You must know what makes marketing B2B different and then use smart (proven) tools to build a relationship with your prospects. We’ve been selling & marketing Business-to-Business for years with clients in various industries and product ranging from $800,000 to sub $100. If you would like to schedule a FREE Strategy Session click the button below: