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B2B Marketing Agency
How is B2B different to B2C?
• All B2B markets are niches with relatively few customers (100s /1000s not 1,000,000s). You must speak the language and know their world
• Businesses buy a long term relationship with a product – both the contract and the sales cycle will take time
• B2B customers want to be educated (tactfully) and will consume masses of information about your product – make it easy to find
• The procurement process has been set up to prevent disruption to normal business, remove risk, to ensure all (customers) feel consulted and prevent corruption
• Consensual decision making and risk aversion means that you must convince all customers that you are the right choice
B2B buying practice - key issues
• Aims – to build– Authority – are you the leading player ?
– Trust – should you be believed ?
– Credibility – can you /now will you do it for a big organisation ?
• B2B Decision Making Team is now ‘very’ inclusive
• Research is done online and the decision is almost made when procurement starts - procurement is a sanity check
• Approaches– Authority Building / Thought Leadership
– Relationship Building / Trust Building
Content Marketing
• Content marketing is about placing useful content under the desired audience’s online nose. It is an extension of White Paper marketing
• B2B marketers should seek to influence how potential customers see the problem so as to position yourself for a sale
• Content needs to be produced for all who may be involved in the decision making and for all stages of the procurement decision
• Content must be – High quality – though leading, trust building, etc
– High production quality – it needs to look authoritative and trustworthy
Social Media marketing
Do
• Choose the right social media networks
• Find the chosen audience
• Create a Group, Manage a Page, Promote them
• Engage with the audience, give, give and give
• Draw them into your group and your email lists
• Invite them to private things – give better value
• Then Market to them
Don’t
• Market or (especially) Sell (on Social Media)
Video Marketing
• The world of internet Video is about 1 % of the Internet’s content, so the market is much less competitive
• Video is much more engaging than text – the non-verbal elements of communication are present
• Trust and Authority can be built by video
• Video can be published widely (no search engine penalty yet!)
Webinar Marketing
• Web seminars or webinars are nearly as good as offline seminars
• They are more convenient, but as an event, the customer still must make time (Videos can be watched later!)
• A webinar registrant thinks you’re An Authority (prospect), an attendee may think you are The Authority (lead) - leads are captured as part of the process
• Webinars are two way or interactive – it is easier to build a relationship of trust. Customer can take part if desired
• Webinars have long reach – many can attend
• Recordings can be re-run (as events or as online content)
Podcast Marketing
• Podcasts are pretty unusual in B2B marketing
• This means they are easy for customers to find.
• Some people like to learn by listening – podcasts can be used between meetings or whilst travelling for example
• Podcasts are easy to promote
Email Marketing
• Great for – Long term relationship building !
– Addressing different segments or roles in the organisation
– Signposting other published content
• Can address different stages of buying lifecycle but takes time to build the sequence
• May be blocked by firewalls and spam filters
How a B2B agency can help your B2B online lead generation
B2B Agency tasks• Market Segmentation
• Market Positioning
• Content Marketing Strategy / Planning support
• Video Production support / promotion
• Social Media planning / monitoring & Group/Page admin
• Webinar Anchor
• Webinar Production
• Podcast Production support
• Email marketing support
Home team tasks
• Content Authoring
• Social Media engagement
• Video Presenting
• Webinar Expert /Panel member
• Podcaster
• Email sequence writing