Business-to-business (B2B) marketing is different from Business-to-Customer (B2C) marketing. While both of them have some elements of similarity, the core marketing principles are different. These differences need to be considered while building a B2B marketing campaign. For example, in B2B marketing, you have to consider a lot of perspectives, and business clients may be more focused on the end result instead of the user experience.
Businesses with a varied client base need to be able to switch quickly between B2C, and B2B campaigns for maximum efficacy. To be able to achieve this, businesses need to be aware of common characteristics that differentiate between B2B and B2C marketing.
In this guide, we’ve covered the best 12 tips for building a B2B marketing campaign. Let’s dive in.
Tips for Building B2B Marketing Campaign
Every business is different, and so is their clientele so everyone can’t use the same type of strategies. But, there are some basic things every B2B organization should follow.
1. Look for Long-Term Relationships
Most businesses want to work with organizations that can be reliable in the long run. If you can’t showcase your business as a reliable partner, then you won’t be able to grow. B2B marketing recognizes that long-term relationships matter more than price and product.
2. Understand Customers and Needs
B2C marketing targets a single consumer, and a single mind. While B2B has to target several decision makers for a sale to go through. On average, a business has at least 7 decision-makers, each with a unique perspective. While building your B2B marketing campaign, keep in mind that you understand who the decision makers are. And, make sure that the content of your campaign addresses their needs.
3. Offer Rational Reasons
Appealing to a customer’s emotion is the key to success in B2C marketing. That doesn’t work in B2B marketing campaigns. In B2B marketing, focusing more on rational, and logical points win customers. B2B partnerships go through a deeper screening process compared to B2C sales. Curate your content and marketing campaign around problems and the rational solutions you offer.
4. Tell Them The Improvements
A B2C marketing campaign is direct as it highlights the pros of a company’s products/services. A B2B marketing campaign’s focus should be on how your company can make its company better. The marketing campaign’s value proposition should be in making the livelihood of other companies easier. You should be able to help the other organization grow bigger and more profitable.
5. Remember the Stakes
According to some research, emotional factors impact B2B buying decisions more than B2C purchases. The reason is simple, buying something for yourself will impact you and yourself alone. But purchasing something for the whole organization will impact the whole business operations. B2B marketing campaigns should also target the emotional side of the buyer alongside the rational one.
6. Provide Solutions, Not Features
This is one of the biggest differences between B2B and B2C marketing. In B2B purchases, you’re trying to offer a solution for businesses instead of a single product. Keeping this in mind, your entire messaging should focus on selling the solution to problems for a business. Focus on the problems you can solve best, instead of trying to highlight the features.
7. Understand Buyer’s Journey
In this manner, B2B and B2C marketing can be pretty similar. But, as B2B purchases are a much larger investment, it takes longer to build trust and close the deal. Male sure you consider the buyer’s purchasing journey while building your B2B marketing campaign. Carefully think about all the possible questions a buyer can have, and then try to answer them in your content.
8. Build a Strong Buyer’s Persona
In B2C marketing, every single person is a potential customer, and you need to market broadly. B2B marketers need to segment their audience by job titles, problems, and marketing channels. This is why you should invest in the creation of a robust buyer persona, and build a digital path for the purchase.
9. Focus on the End Goal
Businesses on the hunt for specific products have an end goal in mind. Customers on the other hand often look for experiences, services, or engagement. This means that the content you share in B2B Marketing campaign should be completely different than B2C campaigns. This includes everything, content type, length, messaging, and language.
Consumers want visually appealing content, while businesses look for solution-oriented content.
10. Be Patient
B2C sales happen in moments when the customer is the sole decision maker. But B2B sales take time. B2B sales involve buying a service after considering every possible factor. B2B marketers should expect weeks of relationship building for a sale to happen.
11. Find and Address Pain Points
One of the biggest differences between B2C and B2B marketing is that you have to address the pain points of an organization instead of an individual. The pain points of an organization can be endless based on the type of services they’re looking for. When building a B2B marketing strategy, you need to be clear on how you can make a difference for other businesses.
12. Find Ways to Make Them Money
You can be a success with B2C marketing campaigns if you make enough noise everywhere. But when it comes to the B2B world, you need to do your homework and look for ways you can help your target businesses make money. If you can help your target businesses make more money or save money, you’re providing the biggest solution of all.