Marketing your products or services to businesses can be difficult. As an individual, you’re very familiar with being marketed to as a consumer, so you have a preconceived idea of how to market to other businesses. However, selling to businesses (B2B) and selling to consumers (B2C) require very different processes.
Here’s what we’ve learned about business to business marketing after 40 years of providing outsourced marketing services and packages to Texas businesses.
What Is B2B Marketing?
B2B marketing is the process of one business marketing its products/services to another business. Business to business marketing is needed when one company’s output is required for another company to maintain or improve its operations.
Some B2B marketing examples include:
An industrial pump manufacturer is attempting to market and sell their products to an oil and gas producer.
A commercial construction company is attempting to market and establish a contract to build out the office space for a law firm.
A heavy equipment dealership is attempting to market and sell industrial equipment to a construction company.
What Is a B2B Marketing Agency?
A B2B marketing agency is a third-party marketing company that specializes in tailoring your business’s marketing message to other companies. B2B marketing experts understand the subtleties of targeting decision-makers for premium-priced products/services.
Why B2B Marketing?
Business to business marketing is important because most companies rely on the products or services of other companies to function. It’s very rare that the entire production and distribution process of an organization is 100% self-contained.
For example, your favorite clothing brand likely sources their raw materials from farms and the fabric dies from chemical companies. Your favorite cell phone brand likely purchases the components of their devices from third-party companies and pays shipping companies to distribute the end product.
How are these vendor relationships formed? It all starts with identifying B2B marketing opportunities and then tailoring your brand’s message to a company that needs your products/services.
Another key reason why B2B marketing is important is the length of B2B relationships and potential for increased revenue. Selling to consumers typically involves a single purchase of a low-cost item. When a business sells to another business, the cost of the good or service may be substantial and necessary on a regular basis.
For example, when a landscaping company sells services to a large office campus, it might involve a contract that spans several months and is worth tens of thousands of dollars. This is quite different from a consumer paying for a one-time landscaping job in their backyard.
Types of Business to Business Marketing
importance of B2B marketing strategies
There are three main B2B marketing techniques that you can employ for your business. Consider how each of these can be used at your business, then research your competitors to see if these B2B marketing programs will work for your industry. These are just some of the best reasons to work with a customer data platform.
Digital Marketing for B2B
Digital marketing is a scalable way to get your products or services in front of the right people. A digital marketing campaign makes it easy to track ROI, and you can use granular targeting to reach decision-makers.
For example, LinkedIn ads can target individuals with certain job roles so that you can directly target a purchasing manager or executive. If your ideal customers are searching for your products or services online, you can use an SEO company to make sure your web pages are at the top of the search results.
Traditional Marketing for B2B
Traditional marketing strategies for the business to business market casts a wide net and tends to be expensive, but it helps build brand equity. You can use radio, television, or print ads to grab the attention of your potential customers and remain top of mind. You’ll be in the running when those companies are looking for a new vendor.
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