Roles of marketing within a B2B context

Businesses that sell directly to businesses (B2B)

The goal of B2B marketing is to maximize the value of the relationship through marketing efforts that educate your target audience on the value you provide. If done successfully, your marketing activities will result in a relationship built on trust and credibility. Value of the relationship will be determined by what is important to the client.

Business buyers are using logic and rational thinking to make a purchase decision. Your marketing should target the decision maker within a business and then help them find solutions to their problems and challenges.

There is usually a longer sales cycle due to a multi-step buying process. The B2B customer conducts more research on the right solution for their company. Once the business buyer sees the benefits of your solution, they will look for reviews and do a deep dive into your business’s reputation.

B2B Marketing

B2B marketing is built around a strong content marketing strategy. Content delivered to the prospect needs to provide the right information to the buyer depending on where they are in the buyer’s journey. Content is king for B2B marketing.

  • Top of funnel marketing activities build awareness and educate the prospect on the value of your offerings. This is where your blog posts and social media will play an important role.
  • Middle of the funnel marketing needs to focus on more in-depth knowledge and relationship building activities. Webinars and other types of content that can help the buyer learn how your product or service solves their problem will keep them interested in your offering.
  • Bottom of funnel marketing needs to help the buyer make the final decision. Content at this stage includes a free estimate, a demo, a free trial or a complimentary assessment will help the buyer finalize their decision.

Especially for B2B purchases, you can no longer sell the prospect on your solution. Whether someone buys from you depends on the value of your solution, the relationship you’ve built with the buyer and the responsiveness and service you offer.

Using consumer-focused strategies to market your products or services to a business will, at best, just cost you money. And, in some cases, it may cost you customers.