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High-Performing B2B Marketing Strategies


Business Meetings, B2b, Business-to-business by Parnda Hedima

B2B is considered a type of outbound marketing strategy. Outbound marketing strategies can be interruptive and sometimes annoying when sent to the audience. However, it’s still a legal marketing strategy, the best you could do is ensure that you are very compelling and persuasive about your product or services that the audience has no choice but to respond.

B2B marketing strategies are only as effective as you make them. There must be a full plan on ground on how to execute the strategy. Times are changing and so is the audience, therefore digital marketers must keep up with the trend to know the best tactic to use in executing their strategies.

Here are a few ways you can boost your B2B marketing strategy


Conduct a Market Research

The core of every modern-day marketing is research. Every marketing strategy is built on the foundation of research. Conducting proper market research will help you identify key areas you need to be focusing on rather than “casting your net” in a sea of opportunities hoping to get out whatever comes your way. Research helps you know the market better, the current demands, and your target audience. That way you will be able to create “tailored” advertisements that appeal to the target audience.


Have a Formal Marketing Plan

With the data gathered from research, the next important step would be to create a formal marketing plan. A formal (strategic and tactical) marketing plan would help you combine the situation analysis of your brand with the data gathered from market research. That way you would be able to conduct a SWOTs analysis for your business. In a publication made by ‘Marketing Insider Group it was stated that, “66% of B2B marketers reported using a formal marketing plan this year (2019), taking a more strategic approach to tactics, rather than a sporadic and reactive approach to the marketplace.”


Use Account-Base Marketing (ABM)

The purpose of account-based marketing is to direct customised advertising to a particular account to close sales. It is a deliberate act marketers use to follow up prospects or leads. It is less concerned with the amount of audience you can cover on social media platforms or search engines. The most important thing is that you are able to close sales at the end of the day. In a research conducted by SiriusDecisions is was stated that about 42% of marketers claimed to have been using ABM strategies and it has worked for them. ABM marketers simply do not chase a pool of prospective buyers but strategically identify best accounts that would pool in large sales when convinced. The ABM strategy is about quality, not quantity.


Develop Your Website

Developing your website is a very strategic feature of building your business. Your website is the public representation of what your business is all about and a great UX would help users easily navigate their way around your website to extract necessary information or purchase items. In the past, brochures and digital billboards were more effective in telling a company’s story and giving the audience basic ideas about a business. Your website gives your company its target online visibility. There are many techniques involved in gaining easy online visibility such as search engine optimisation (SEO) and search engine marketing (SEM). Using your website to secure potential customers falls under three steps—attract potential customers (prospects), build engagement, and convert prospects or leads to paying customers/clients.


Join Business Associations and Forums

Being part of Associations and Business forums that patronise or similar with your industry and trade is key as this leads are already Business oriented and ready to network either their service or recommend services that you may need or your services to another Business associate. This step is crucial in the networking phase of B2B Marketing due to the relevance of direct connections with Experts and Industry leaders offering or looking into partnerships deals or outsourcing of Labor. Also, many Business Associations have expositions and conferences for their members to engage directly and one-on-one with each-other.


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