B2B Digital Marketing Essentials

B2B marketing, similar to B2C, seeks to generate demand for the products and services a company offers to other businesses. It is based on similar principles to B2C marketing, but is executed in specific ways.

Since its objective is to generate demand nigeria telemarketing , it influences aspects such as the type of product or service to be marketed, the way in which these are distributed, how the value proposition is communicated, and the price of the product or service. However, communication is focused on companies and within them on the multiple actors that participate in a B2B purchasing process.

Thus, key actions in B2B marketing include:

1. To make known the product or service, and its differentials, to potential customer segments (companies) and to those who participate in the purchasing process.
2. Identify and nurture those leads into buyers and then repeat business.
3. Effectively manage an account and influence decision makers at the client company.
4. Measure and quantify the impact of marketing actions to establish their return on investment.

From these four key actions emerges the way in which digital and digital marketing supports the commercial process and influences the buyer to generate more business, achieve greater scale and reduce customer acquisition costs.

Nearly 90% of B2B buyers do research online before making a purchase. They also conduct more than 12 searches, on average,  email marketing structure: how to design successful emails before contacting a potential supplier. In other words, once a business buyer recognizes that they have a need, they search online to find a solution to it. Many years ago, this search was done in the yellow pages; today, it is done in search engines like Google.

To appear on Google, there are two complementary paths:

1. Paid search engine advertising (or SM – search engine marketing), and
2. Organic (non-paid) results in the search engine (or SEO – Search Engine Optimization).

If you, as a company, want to be found, you must develop both SEO and SEM to be found by your target segment. The article “ How to bring interested customers to your website ” explains each of these elements in more detail.

Brand building is about generating familiarity email leads database  with your company, product or service. It’s about being there when the client company is just discovering their need, so that when they are ready to buy, they think of you to help solve their problems.

But how do you build familiarity with corporate buyers? By displaying relevant content to your target segment across different digital channels. These relevant messages require quality content that speaks appropriately to your segment and reinforces your technical and operational capacity to solve the customer’s problem.

There are several relevant digital channels to generate familiarity in a B2B context: videos on YouTube, emails to potential clients, or ads (or sponsored content) through Linkedin. To approach new clients, Linkedin has a great advantage because it allows you to select your segment by variables related to the professional profile of your buyers, such as their current position, the experience they have had in certain areas of a company (e.g. human resources, finance, marketing, etc.) or the name of the company they currently work for. By combining these factors, you can direct your communication, for example, to the human resources profiles of certain selected companies and use quality content so that they become familiar with your business and begin to understand how you can help them.

Once you have built up familiarity or have been found and have the contact information of a potential client, you must work on nurturing them. That is, accompany them in their purchasing process so that they understand your offer, how it helps them solve their needs, why it is more suitable compared to other alternatives on the market and, in short, why they should hire you.

To do this, quality content is the best way. It corresponds to relevant information about your products or services, the particular situation of your potential client, the impact that your solution has on different areas of the business and how it improves the lives of decision-makers, among other aspects. This content covers qualitative and quantitative aspects of the impact of your products or services on the client and educates your prospect on the benefits of your solution to help him influence other decision-makers and choose the most appropriate option.

This quality content can take multiple formats: videos, webinars, white papers, blogs, email, etc. The important thing is that each piece of content contributes to educating the client on your offer, differentiating you from other competitors, influencing decision-makers and bringing the deal closer to closing.

Lead acquisition and nurturing involves different actions across different offline and online channels.

It involves coordinating calls, product presentations, emails . With quality content, proposals, videos, etc. For each of the people . In the account involved . In the purchasing process. Orchestrating these actions according to . The customer life cycle and the role of each individual in . The purchasing process allows your business to differentiate itself, communicate . Its differentials appropriately, and also provide superior customer service.

But this orchestration can consume valuable time . And resources, which is why it may be worthwhile for your organization. To rely on marketing automation. Marketing automation seeks to ensure . That these customer acquisition and nurturing actions are executed automatically . In response to your prospect’s actions. It involves defining multiple possible paths for your customer . And that actions and communications are carried out . With as little human intervention as possible. This way, your team can focus on . The highest value activities, such as being in front of your customers . And not on copying and pasting content, doing manual follow-ups, etc.

Digital marketing automation starts with understanding your customer’s life cycle or “customer journey.”

Understanding this digital life cycle comes from knowing . How potential customers interact with your brand on digital channels . And this, in turn, comes from digital analytics tools.

Digital analytics tools allow you to activate “sensors” of your customers’ behavior . On your website, your crm, your help desk, your social media profiles, etc. And use the data from those sensors to establish . How your customers interact, what steps they follow when engaging with your company . Which of these steps are most valuable, and how . They contribute to closing a deal. These sensors measure digital actions relevant to your business . Such as filling out a form, watching a product video, downloading . A brochure of your product or service, asking a question . In a chat, etc. If the sensors are well placed and measure what is relevant, you will have . A lot of information to improve your business and fuel its growth.