With all the previous elements in mind and on the table, it is time to consider what the best B2B marketing strategy is for companies in the sector. Each action will always have to be adapted to your company, products, service and buyer persona. But what are the main strategies that you should know?
Let's see them!
2.1 B2B Inbound Marketing Strategy
Inbound Marketing is a strategy that, if you work in the B2B sector, you should know. It is a saudi arabia email list very effective way of doing B2B marketing in the digital environment. The objective is to implement an attraction strategy that gets your customers to come to you, reducing expenses and sales efforts.
It consists of activating a “machine” that attracts your clients to your website, invites them to leave their contact information, automatically processes them and accompanies them in their decision-making process. And, finally, makes them request information or want to speak to a sales professional.
Inbound marketing is based on the creation of content. In B2B, many processes must be explained, and many clients do not even know what the solution to their problems or needs might be. In fact, the purchasing process is longer and therefore, the “extra” content and time that Inbound provides is needed.
Do you want to learn more about the Inbound methodology? Download the complete guide to Inbound Marketing here.
Inbound-marketing-free-guide
2.2 B2B Social Selling Strategy
B2B companies that are generating the best results are those that have aligned their marketing and sales departments. This is what is known as Smarketing (Sales + Marketing).
The sales team has a lot to say in the marketing and attraction strategy, with strategies such as Social Selling . It consists of starting a process of prospecting, contact and conversation with prospects. Finally, a devirtualization step to take the conversation from the online environment to the offline one and generate a sale.
What is the difference between Inbound and Social Selling strategies? We could consider Inbound as going fishing and waiting patiently for the fish to come. However, Social Selling is a hunting strategy. It consists of prospecting and directly “attacking” users of interest to the company.
Both strategies are complementary and can be developed between marketing and sales to further improve results.
Download the Social Selling Guide and start using the techniques that are giving the best sales results in the new digital context.
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2.3 Account Based Marketing Strategy
Account Based Marketing (or ABM) is a very interesting B2B marketing strategy. Have you ever heard of it? Instead of launching actions from the company to attract other client companies as we do with Inbound Marketing, we focus on a large account. A specific account or company. The goal is to attract it to our company , start a specific Buyer Journey with them and turn it into our client.
As you can see, for this strategy, absolutely all the material and process used in the attraction, consideration and decision phases must be determined specifically for the company we are focusing on.
There are many ways to develop an ABM strategy in B2B marketing. One of them is, for example, through LinkedIn. That is, we would combine a Social Selling and Content (Inbound) strategy with actions that lead us directly to the professionals of a specific company. And then, that allow us to reach the professional who has finally decided to purchase our product/service.
Download the ABM (Account Based Marketing) guide and start a personalized marketing strategy.
cta guide account based marketing
2.4 Loyalty strategies
Keeping a customer and getting them to buy again is much more economical than looking for new customers. Based on this premise, we have determined that a B2B marketing strategy that we cannot ignore is customer loyalty.
What can we do here? In the B2B sector, incident resolution is one of the key points. Many companies feel comfortable working with companies that are able to quickly resolve their problems and that provide easy assistance. A ticketing system, NPS surveys … are elements that can help you improve your loyalty actions.
Then, get back to your creative business! Think about what other actions can help build customer loyalty. The goal is to get them to recommend you to their circle of contacts.
2.5 B2B Communication Strategies
In the current context where there is a lot of competition and it is difficult to differentiate yourself, communication strategies are vital for a company, especially in the B2B field. B2B communication consists of carrying out actions that help reach a company's potential customers and generate trust in them. Why should a B2B communication strategy be developed? Here are some reasons:
Building trust and credibility among a company's customers, potential customers and business partners.
Facilitate company-client communication through good transmission of information.
Drive differentiation from our competition by highlighting our value proposition.
To develop a good B2B communication strategy, you must focus on channels such as social media, email marketing and the website, but also take care of your image and presence at events, fairs and institutional events. Every element transmits and communicates, so you must take care of it down to the last detail.