Marketers working in B2B companies face completely different challenges than those working in B2C companies. Not only do they have to deal with longer sales cycles and smaller audiences, but the products or services they are being asked to promote often have a much higher price tag. This means they need to generate leads that are then followed up, usually by the sales team, rather than selling the product directly.
Discover how you can skip the lead nurturing process and move straight to qualified leads
According to a 2014 Accenture study , 71% of buyers would rather do their research online than speak to a sales team, whether over the phone or in person. Although many companies think they don’t need to invest in digital, the truth is that in a world where traditional sales strategies are becoming obsolete, it is becoming increasingly important for B2B companies to adopt digital marketing actions.
While digital can’t replace the entire sales process, especially email data when it comes to opportunities with a substantially higher price tag, it can, however, reduce the time taken in the sales process. This is because having enough information online can prove the value of your product or service long before the buyer is ready to make contact.
Develop a strategy
Before you start identifying which digital marketing strategies to adopt, it is important to understand that it will take at least 9 to 12 months of work before you start seeing good results. Contrary to what you might think, generating good leads through digital marketing is a long process that needs to be adjusted and optimized over time.
Target
Once you have set expectations, start by identifying who your company’s target audience is . Although your product or service may meet different needs for different people, it is best to focus on just one target audience per product. This will ensure consistent and clear communication.
The target can be identified with simple questions such as:
What are the characteristics of the company? (region, turnover, market, etc.)
What are the characteristics of the decision maker? (position, lifestyle, etc.)
What are the decision maker’s goals? (does he want to make employees’ lives easier, does he want to always have the latest technology, etc.)
What challenges does the decision maker face? (reduced budget, time management, etc.)
Channels
Now that you have defined your target audience, it is time to identify which social networks these decision-makers are present on. But be careful, although the decision-maker will most likely have a Facebook profile , is it the most appropriate social network to approach them with work-related questions?
More than identifying your online presence, it is necessary to distinguish the relevance of each one, since this is a B2B scenario.
Contents
In the digital age, companies and people are producers of content (shareable content). So, more than ever, the production of (quality) content has become key to the success of any company.
This content can come in the form of informative articles or short posts on social media, for example. The most important thing is that it offers value to the decision-maker, so that they become interested and want to learn more about the company's products or services.
Analysis
Once the strategy is implemented, it is crucial to monitor it to ensure that marketing efforts are achieving the best possible results. In addition, this analysis also allows you to understand which actions work best for your target audience and to allocate more time and/or budget to these actions.
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