B2B marketing aims to help companies find other companies as customers, it is marketing between companies (business to business) and focuses on attracting potential customers, to increase sales. The acronym B2B comes from the abbreviation of “ business to business” , its meaning in Spanish is “from company to company” . Therefore B2B marketing is marketing between companies and its objective is Jordan Phone Number List to help companies sell to other companies . B2B marketing in 2021 We talk to marketing managers, CEOs and commercial directors of B2B companies every day and they all have the same problem, THEY DO NOT GENERATE QUALIFIED LEADS IN A RECURRENT AND FORESEEABLE WAY. The digital world is changing the way in which customers (companies) look for their suppliers and this causes that traditional B2B marketing strategies are no longer as important in company sales. What was the main way of attracting potential customers 10 or 15 years ago is no longer so .
This change has been caused by digital marketing, and as you may have already heard, between 60% and 90% of decisions in B2B purchases are made online, before the customer picks up the phone. When companies need to hire a service or buy a product, they first search online and after viewing the suppliers’ web pages, select 2 or 3 and contact them. The Internet makes an initial filter, in which those who are better positioned and those who best present their offer on the web are the chosen ones . This minimal process means that business-to-business marketing has completely changed and the task of the cold sales salesperson is disappearing. Today, the marketing department of companies is the one that has the greatest influence on the sales of B2B companies, since its main objective is to fill the agendas of the commercial department with calls or visits from interested potential clients . The new B2B marketing strategies to generate qualified leads require a change in the way companies work. Here are the key points a business-to-business marketing strategy should focus on : Customer-centric marketing strategies B2B companies have always focused on creating product-centric strategies, which are basically based on improving production costs and being more competitive. Everything was focused on selling more and having better margins. The new marketing between companies has also modified this way of working and is based more on knowing the customer, detecting their problems, solving them and providing the right product or service to their needs . This new way of thinking called customer centric , makes us get customers who are not based only on price and who see more value in our company, so they are more loyal customers and allow us to increase margins. All this change makesKnowing your ideal client or buyer persona is essential to guarantee the success of your business. Boost your digital presence As you may have read before, most of the purchase decisions in business to business companies are decided on the Internet, it is the first filter before calling the companies with which you would like to work.
Most of the B2B companies that we meet for the first time do not have a defined B2B digital strategy , nor a budget dedicated to it. The reason is not because there is no capital to allocate, but because of ignorance about all this digital , they still do not believe it. But how can you boost your visibility in the online world? There are 5 basic pillars by which you can attract users to your website. Your own website, digital advertising, SEO positioning , content marketingand social media. Each of them is a very long chapter and we have assigned a separate post, click and you can go deeper. Measure everything you do If there is something good about digital, it is that everything can be measured . It is important that all the actions that are taken are measured, since only then can we say which of all the B2B marketing Jordan Phone Number Database strategies is the one that works best for us and bet the budget on the winning horse. Align the marketing and sales departments As I have said before, sales depend to a large extent on the marketing department of companies, so a good integration between sales and commercial departments is essential to be able to successfully achieve the objectives set. Today there are CRM and sales management programs that facilitate our work, if you have not tried any yet, you are not being as profitable as you could. Adapt B2B marketing strategies to business-to-business buyer behavior Without a doubt, one of the keys when planning B2B marketing strategies is to understand how the B2B buyer behaves . Understanding their behavior is vital to attract customers in the B2B sector. It is important to differentiate the buyers of products and services of large companies from the retail consumers. Both profiles act differently in the purchase process.
The B2B buyer evaluates and compares different suppliers and partners before taking the step of contacting any of them. To be successful, it is essential that potential customers discover us in time. For this we must make ourselves known and offer relevant and quality information from the first moment. Product or service specialization B2B buyers are looking for very specific products or services . It is a highly specialized sector in which traditional marketing techniques do not achieve great results. A well thought out B2B Marketing strategy must be precise in its business message and have a niche focus. Research before purchase B2B purchases don’t happen overnight. B2B purchases involve long processes in which periods for reflection are necessary due to the large investments involved. Different people and departments within the company are involved in these processes, so they are complex processes . When considering these, keep in mind that buyers conduct extensive research before buying. Decision making The person in charge of contacting the company that offers the product or service you need is not always the one who makes the decisions. In most cases these are people who need to collect a series of information as part of their research and this is necessary to know before considering any B2B Marketing strategy. Earning the trust of these people will be key in our B2B Marketing strategy. Long business relationships The iB2B purchasing processes are long and therefore the commercial relationships between the companies as well. It is crucial to stay in the focus of the prospective buyer throughout the entire process . Accompanying the buyer, providing them with relevant content and generating interest are key aspects.