How about something a little different this time? I talk a lot about marketing to the private sector, the general public, and all that this entails. B2C is important and it constitutes the bulk of marketing, but it’s not the only kind. Some of you may be asking, “does any of this apply to B2B product marketing? It sure doesn’t sound like it would…”
Well, some things are fairly universal, but you’re right in the fact that B2B marketing is something that brings in its own rules and an overall different attitude. So, why not talk about B2B for a minute?
Today, I’m going to give you five B2B marketing tips that can set you on the right path to success. Note that a couple of these tips will demonstrate principles from standard B2C marketing and how they cross over with the B2B world.
#1 – Businesses Are Still Human
When talking about B2B, there’s still an emotional aspect to appeal to, because businesses are still made of human beings driven by emotional cues and who make emotional decisions. So, you still need to include some emotional responses and reactions when engaging with them via marketing campaigns.
It’s not the exact same kind of engagement as B2C, with B2B you need to be a bit more appealing to their desire for efficiency, profitability, success and convenience. It’s less about flash, pomp and circumstance and more about properly identifying the bottom line. But, at the end of the day, it’s still an emotional connection that makes it all work.
#2 – Know Where to Make Connections
Even in the modern era, never forget where the best B2B connections are: Trade shows, conventions, symposiums and other gatherings are invaluable for establishing the right contacts and building your network. But, never underestimate their digital equivalents, such as Social circles, forums, and groups of interest online (LinkedIn), which are also a driving and omnipresent force today.
#3 – Publish or Perish
When talking B2B, I said it’s more about the bottom line and how you appeal emotionally to your audience. Well, how do you do that?
Publish real information, rather than polishing your ego in a beautiful display. Publish case studies, flow charts, logistics and white papers that demonstrate why your product is valuable to this other business.
#4 – Mutual Benefits
Appeal to a business’ sense of mutual exchange by showing that your loyalty in their product will build their business. At the same time continue to innovate, and so you can advance together. Businesses care about this, because it affects their futures… and businesses always worry about the future.
#5 – Social is Important
This is another example of B2B and B2C crossover, with social media being just as effective for either channel. Reaching a wide range of ‘individuals’ as a business means you are also reaching individuals in other businesses- eventually communication between businesses will occur… given enough time, crossing paths is inevitable. Focusing on social media is a critical step into the future, so I will emphasize this wherever I can.
Listed above are the most important B2B product marketing tips I can give you before sending you on your way. I recommend reading up on the subject more in depth so you can get a real grasp for how to master your B2B marketing skills.