How to do B2B Marketing

With B2B marketing or Business to Business, we refer to the marketing that involves the sale of services or products between companies.

To implement B2B marketing it is very important, as in many operations in the field, to identify the target audience to which the communication will be directed.

What is b2b marketing

Before devising a strategy for your company, it is important to know the positive feedback that can be produced by using B2B marketing.

Knowing what these advantages are can encourage you to adopt these techniques rather than others within your company:

• Increase the awareness of your company;
• Drive traffic towards your corporate website;
• Acquire new contacts;
• Enhance trust relationships with your clients;
• Better understand the target audience;
• Identify B2B buyer personas.

Why it is essential to identify buyer personas

One of the first things to do, even before conceiving a B2B marketing, is to identify who your clients are, what their needs and priorities are.

All this information can be used to develop subsequent work strategies, in order to increase the authority of your company.

Difference between b2b and b2c marketing

B2B marketing and B2C strategies differ in both approach and the audience they target.

While B2C Marketing is aimed at individual customers purchasing for themselves, B2B marketing, on the other hand, targets individuals buying products for their companies.

How to identify the right b2b marketing strategies

For a company within a B2B market, it's crucial to adopt such marketing strategies to achieve short, medium, and long-term goals, and to establish KPIs, which are a set of indicators used to check the performance of certain business processes.

There are various B2B marketing strategies that can be adopted to reach a specific audience. Let's look at the most important ones.

• Use video marketing: with this technique it is possible to create creative videos through the use of storytelling and tell the story and values of your company.

• Tell the story of the company's founding: audiences like to know the story behind a company. To this end, use social media to share not only its origins but also to introduce your team.

• Engage your employees: encourage your team to talk about the company through marketing activities, as your employees will be people who are very familiar with your products and your end users.

Another two really fundamental strategies for doing B2B marketing are:

• B2B Email Marketing;
• B2B Digital Marketing.

How to create a b2b email marketing strategy

Thanks to B2B email marketing, it is possible to send valuable content that best represents your brand and strategically reach business clients.

But it is very important to create efficient marketing emails, and for this purpose, there are some techniques that can help you:

• Consistent Subject Line: write the subject of the email in such a way as to be attractive to the user;
• Just one call to action: include a single call to action (CTA) per email, so that the user will focus on the email text and consequently there will be a much higher likelihood that the CTA will be successful;
• Segment your email recipients: the emails you will send are not going to be suitable for all contacts in your list. Your users may be at different stages of the purchasing journey. Therefore, to improve the user experience, you can segment your email contact list, so as to relate in a more personal way with your target audience;
• Ensure that your emails are also visible on smartphones: many users check their emails on their mobile devices, and those that aren't displayed correctly are often immediately deleted.

How to create a b2b digital marketing strategy

Every company operating in B2B marketing, should have a digital presence,, this can translate into a website, paid online ads, and optimal presence on social.

One of the many advantages of B2B digital marketing is that it helps boost your company's sales, as especially in recent years, many companies look for their suppliers online.

An excellent digital marketing strategy should be designed to follow the customer throughout the entire purchasing journey, starting from when the user has a need right up to the purchase of the product or service.

There are some techniques that can help enhance a B2B digital marketing strategy:

• Determine your target audience;
• Create your own corporate website;
• Increase digital presence through social networks.

All these B2B marketing strategies, if applied correctly, can help increase the authority of your company.

B2b marketing with Framework360

The Framework360 platform can be a very useful resource for you, being the first innovative complete platform for everything related to digital marketing, helping you to develop various aspects that we have already discussed in the previous paragraphs.

Starting with digital presence, Framework360 will allow you to create your web page in a completely simple and intuitive way, without the need for skills in web building and programming.

Once you have created and configured your site, you can manage your B2B marketing as you wish thanks to the many functions of the platform, such as creating a well-planned email marketing campaign in all its details, complete with call to action, and differentiated for the categories of your clients.

Furthermore, you will be able to create a complete ecommerce with all the products for B2B sales, featuring specific price lists for individuals and VAT number holders.

The platform also provides you with a web tracking and report section, to collect all the most useful data regarding your activity and online presence, ensuring that you are on the right path.

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