{"id":11211,"date":"2020-01-03T23:33:11","date_gmt":"2020-01-04T04:33:11","guid":{"rendered":"https:\/\/referralrock.com\/blog\/?p=11211"},"modified":"2024-12-03T03:00:35","modified_gmt":"2024-12-03T08:00:35","slug":"b2b-marketing-strategies","status":"publish","type":"post","link":"https:\/\/referralrock.com\/blog\/b2b-marketing-strategies\/","title":{"rendered":"14 Essential B2B Marketing Strategies To Grow in 2025"},"content":{"rendered":"

Whether it\u2019s for a B2B or B2C business, marketing is all about generating, securing, and converting leads<\/a>. However, if you\u2019re a B2B marketer, you\u2019ll need to utilize specific B2B marketing strategies \u2013 a different assortment of marketing strategies than those employed by B2Cs.<\/p>\n

And the B2B purchasing landscape isn\u2019t just distinct from B2C. It has evolved from the traditional B2B buying process, which the seller initiated and controlled.<\/p>\n

Today\u2019s B2B buying is increasingly digital. Buyers are more prepared when they first talk to salespeople, there are more people involved in a single decision, and these stakeholders have high demands for the customer experience. In a nutshell, the buyer is now initiating the process, and they hold much more power.<\/p>\n

The modern B2B marketing landscape<\/h2>\n

You\u2019ll need to make sure the strategies you utilize reflect these key elements of the modern B2B purchasing landscape<\/a>, mainly the modern B2B “funnel” or buyer’s journey.<\/p>\n

The new B2B funnel<\/h3>\n

The B2B marketing funnel<\/a> has become less like a funnel and more like a looping roller coaster ride. This is because buyers often repeat actions in their journey towards a purchase, especially during their research phase. CMO by Adobe<\/a>\u00a0reports that 9 out of 10 B2B buyers redo at least one task within the purchasing funnel.<\/p>\n

\"looping<\/p>\n

WebFX <\/a><\/em>outlines the new B2B buyer\u2019s journey, which includes looping steps and crucial post-purchase elements. <\/em><\/p>\n

Remember the stages of the modern buyer\u2019s journey as you design your strategies:<\/p>\n

    \n
  1. Awareness:<\/strong> Buyers first gain knowledge of certain products or services. This often happens when they ask a question or seek a solution to a problem.<\/li>\n
  2. Consideration:<\/strong> Multiple buyers perform extensive research, looping around from task to task as they compare options, and repeatedly consulting each other. The first conversations with sales representatives happen later in the consideration stage.<\/li>\n
  3. Purchase:<\/strong> Buyers are convinced and converted, but the journey doesn\u2019t stop here. In a way, it\u2019s just beginning.<\/li>\n
  4. Post-Purchase:<\/strong> Buyers seek exceptional customer support and service. If they\u2019re satisfied, they\u2019ll continue to purchase from you (hence loyalty being illustrated as a loop).<\/li>\n<\/ol>\n

    You\u2019ll need different types of strategies for each stage. Strategies can be divided into three categories (although many fit into more than one category, or even cover all three):<\/p>\n

      \n
    1. Demand generation: <\/strong>Demand generation strategies inform and create interest in your product or service. These strategies illuminate problems buyers have and show how you have the solution to their needs, through the features you offer. They create brand awareness and have the goal of placing your brand on a \u201cconsideration\u201d list. By finding out more on what is demand generation<\/a> you can hone in your main focuses and learn how it can help your business grow.<\/li>\n
    2. Lead generation\/conversion:<\/strong>\u00a0B2B lead generation strategies<\/a> mobilize buyers in the consideration phase<\/strong>\u00a0and motivate them to take action: submit their contact information, schedule a call with a representative, and ultimately make a purchase. Be sure to use B2B lead generation software<\/a> to help you with your lead generation strategies.<\/li>\n
    3. Retention and satisfaction:<\/strong>\u00a0These post-purchase strategies\u00a0are aimed at convincing customers to make repeat purchases. It\u2019s all about that loyalty loop!<\/li>\n<\/ol>\n

      In addition to the new B2B buyer’s journey, there are many other evolving elements of the B2B landscape that you’ll need to consider when developing B2B marketing strategies. Here are the main elements to consider:<\/p>\n

      Increasingly digital, with younger buyers<\/h3>\n

      Half of B2B decision-makers are under the age of 35. These younger stakeholders reject pushy sales pitches, like paid ads, cold calls, and any other way a business tries to bombard them with information. Instead, these digital natives are starting the process and researching what they want, when they want online (and they\u2019re staying away from salespeople until they\u2019re reasonably far along in their research).<\/p>\n

      They\u2019re consulting the reviews\u00a0and recommendations of others. And a company\u2019s online presence \u2013 especially its website \u2013 is a make-or-break factor in these stakeholders\u2019 decisions. The website acts as the first salesperson, so it must provide the information buyers seek as quickly as possible.
      \nExtensive preliminary research<\/p>\n

      Thanks to the power of the internet, B2B buyers usually perform substantial research prior to having their first conversation with one of your representatives. They use multiple channels and multiple forms of media, including websites, social media, \u00a0online videos, and peer reviews and recommendations.<\/p>\n

      Your average buyer is already 57% of the way<\/a>\u00a0through the purchasing process before they talk to someone on your team, and has performed 12 online searches before they even visit your website!<\/p>\n

      Offer a personalized buying experience<\/h3>\n

      However, B2B buying does have some surprising similarities to B2C buying. B2B buyers seek personalization at all stages of the sales journey, in a similar vein to the B2C experience. They desire to know how a product or service will meet their distinct needs, seek detailed customer service and support across all channels, and want a customized experience throughout every part of the sales journey.<\/p>\n

      According to the SiriusDecisions Summit, as many as 80% of B2B buyers\u2019 purchasing decisions are based on \u201cdirect or indirect customer experience,\u201d while only 20% are based on the price or the actual product or service. And according to Instapage, 72% of B2B customers \u201cexpect a deep understanding of their needs, reflected through personalized experiences.”<\/p>\n

      Expect several decision-makers<\/h3>\n

      B2Bs consult multiple stakeholders before making a purchase. And the number of decision-makers involved keeps increasing. The average amount of stakeholders involved in a B2B buying decision is 6\u201310<\/a>,\u00a0each coming in with their own distinct perspectives. And people outside the C-suite are becoming increasingly involved in the process.<\/p>\n

      Long, multi-step sales journey<\/h3>\n

      B2B marketplaces<\/a> usually go through a long decision-making process and a multistep sales journey, including demos and questioning periods, before making a purchase. The process is almost the exact opposite of the instant, B2C transaction process.<\/p>\n

      Large, long-term deals<\/h3>\n

      B2Bs usually seek a deal that lasts for at least a few years, and that is worth a substantial amount. That directly contrasts with B2C buying, where one consumer quickly makes a short-term, low-stakes decision.<\/p>\n

      Given these elements of B2B buying, what strategies should you use for capturing and nurturing leads,<\/a> driving conversions, and keeping your existing customers satisfied? Let\u2019s dive into 14 effective B2B marketing strategies for your business, whether you are just starting a business<\/a> or any stage beyond.<\/p>\n

      Know your audience<\/h2>\n

      All the other B2B marketing strategies on this list won\u2019t work if you haven\u2019t clearly defined the audience you\u2019re marketing to. But since there are several stakeholders involved in a B2B purchase, you\u2019ll need to define several distinct personas—one for each common figure who will have a say in whether your product or service gets purchased.<\/p>\n

      When we say \u201cdefining personas,\u201d we aren\u2019t just talking about buyers\u2019 demographics, positions, and the size, type, and location of the company they work for. Instead, go much deeper and define their motivations.<\/p>\n