After some reflection, I decided to start this text in a different way. I decided to start by asking a question that, in my opinion, might intrigue some people:
“Do you know what business marketing is? And business marketing?”
I said it might be intriguing because, even though the first two types of marketing are exactly the same, they are still known by a third name: the famous B2B marketing.
This one I bet you know, right? If not, here’s a brief explanation of what we’re talking about:
“Business marketing is the practice of individuals or organizations (companies, governments and institutions, for example) to promote and sell products or services to other organizations. These organizations, in turn, resell or use these products and services to support their operations.”
Being a company that practices business marketing, or B2B, makes your type of solution a little harder to sell for the following simple fact: As you are selling to a company, this means that most of the time, you are selling to more than one person. And that makes a lot of difference, don’t you think?
In addition to the person you talked to have to present the idea internally (unless she’s the boss and doesn’t need financial approval, for example), she ends up taking full responsibility for that idea.
So it’s good that it works, otherwise, she’ll be in bad shape.
Browse the content
- Difference between B2B Marketing to B2C Marketing
- Content Marketing in the B2B process
- Marketing Automation applied to B2B
- Outbound Marketing and Business Marketing
Difference between B2B Marketing to B2C Marketing
Like B2C (business to consumer) marketing, B2B marketing depends on some factors such as market intelligence, so that you can position yourself correctly in the market, and then decide how to promote your brand and efficiently use available resources.
However, when we talk about B2C marketing we are talking about something that involves much more mass communication, for example, like radio or some television advertisement to convey an easy-to-understand message about an easy-to-measure product or service.
And this is a sample sale, which as explained in my past texts, is a sale where emotions and impulses end up driving the final decision.
Meanwhile, business or B2B marketing tends to be more specific and focused on resolving a specific lead pain. Communication here is key to getting the buyer’s journey created and followed.
Therefore, when we talk about B2B marketing and sales, there are at least two factors involved that make negotiation difficult, making the process a little more complex:
- It involves more than one person, and this often makes the decision-making process difficult;
- The amounts involved are higher and, therefore, it is a marketing (and sale) that requires a more personal contact.
A little complicated? In the past, maybe, but today, with the evolution we’ve had in the way marketing is done, things are much better than before.
In addition to the process we call cold calling 2.0, which has a very good efficiency rate in this case, we have two essential ways of doing business marketing well:
- Content Marketing ;
- Marketing automation.
In addition to making it easier to measure what is happening and what is going right or wrong, with the emergence of these two types of marketing, the cost involved in the process ended up dropping drastically, even though cold calling (2.0) is still quite efficient and necessary in most cases.
Content Marketing in the B2B process
Larger accounts are unlikely to be closed this way. As I said, they end up requiring a little more face-to-face contact, so the cold calling 2.0 process and face-to-face meetings may be necessary.
However, content marketing is indisputable when it comes to generating leads and building owners on a particular subject.
By producing content that is well-aligned with your target audience, it is possible to educate them about the solution without spending a lot of resources, which can bring a reasonable reduction in the sales cycle.
You see, despite bringing exceptional results, content marketing is something that takes time to build and improve. It is necessary to wait for the SEO consolidation time, lead nutrition cycle, among other factors, in order to reap the first results.
It is a long-term investment, true, but when all the points are consolidated, the result generated can be quite strong and lasting.
Another advantage of this strategy is that while a salesperson has limited time to qualify a lead, the content is available 24 hours a day, 7 days a week. Fairly reasonable, right?
Now that we understand some advantages of content marketing applied to the B2B strategy, let’s move on to understanding marketing automation.
Marketing Automation applied to B2B
In addition to producing texts that address all levels of the content funnel, you need to get different leads to consume different content at the most appropriate time.
For example, it is not appropriate for a lead to start consuming text that has more technical content early on in their experience with the subject. He needs to know, first, the texts that are at the top of the funnel, to be educated gradually.
And this is where marketing automation comes in, helping us to save “a world” of time.
Through it you can segment the content and define “stage gates” where, depending on the actions performed by the leads, one or another type of text will be sent to it. Thus, the qualification process does not stop and the need for constant follow-ups is almost eliminated.
Outbound Marketing and Business Marketing
Educating the customer passively and progressively, when the sale is not a product with a very high average ticket, usually generates excellent results.
But what about when that’s not the case?
A strategy that can work very well, in this case, is Cold Calling (2.0). Of course, being invasive is never the solution, so we need to be creative, clear and concise. Once we have defined who our target audience is, the next step is to assemble the ideal speech.
After having broken the ice through emails, or after getting the indication (referral) of the person we should talk to, the next step is to introduce yourself again and, succinctly, talk about what it is.
Here, it is very important to know how to listen and ask questions. By asking the right questions, you will be able to better understand the lead’s moment and thus progressively educate him, as well as being able to remove any fears he may have.
As this is a topic that requires further discussion, if you want to understand more about it, I suggest you take a look at the basic guide to Cold Calling that we posted some time ago here on the blog.
Going back to what we said above, it is possible to understand that business marketing is a little more “working” than marketing aimed at individuals. However, over time, this work has become easier and easier: the emergence of marketing automation tools and the awakening of content marketing, for example, help a lot in the process.
If you, by chance, still have any questions or want to discuss a little more about the subject, please contact me at firstname.lastname@example.org, and I’ll be more than happy to talk to you.
But if by any chance you feel that you need more in-depth help on the subject, I suggest that you contact our consultants. With them, you are sure to find the answer you were looking for.