consultantsreview logo

Consultants Review Magazine

Essential B2B Marketing Strategies To Grow Business

By Aveek Pal Chaudhuri

B2B marketing strategies have grown from direct and outbound techniques that were done to send messages to probable customers or clients. The previous technique used was adequately convincing and influencing customer response.

Though the techniques are not yet obsolete however customer behavior has changed. Online search engines are supporting customers’ needs which have made B2B marketing strategies to adopt more plans.  With the growing competition, B2B marketing strategy makers are taking the advantage of the whole range of available strategies.  Among the many available strategies, we have selected a few that hold an edge over the others. Let’s look at those:

1. Market Research

Market research is the podium on which any modern-day marketing strategies stand. Marketplace research, brand research and in-depth scientific studies help in taking sound decisions. These researches and studies help in marketing and give invaluable baselines for measuring the results. Market research allows knowing customers better and serving them better. It gives insight to the processes involved and their performance, with detailed analysis on every aspect showing the most successful ones. By the results obtained, you will get to know which services you should offer. Most of the firms that conduct proper research on probable customers have faster growth than others who do not.

2. Strategies

Niche targeting and specialization is one of the crucial businesses' thoughts. Firms that grow fast are specialists and incline on targeted niche. It is to be an aspect of the industry that business understands properly and is liable to become undisputable expert and leader. Specialization is the reason for making marketing easy as it helps in preparing any marketing strategy which is unique from competitors.

3. Responsive Website

A website is the most important asset for any business in the 21st century. A high performing website is responsible for a firm’s online expansion. It is the architect of making a business visible to potential customers and showcase them the services. In addition, a website gives you the platform to demonstrate your firm’s offering and expertise. When new visitors visit your website, you get new leads most of the time. Website design is also responsible and can be influential in driving business. Onsite SEO which uses keyword phrases to state the concepts of the services is to be done wisely so that search engines produce your website when any user makes a search. Offsite SEO is linking your website posted in other publications. More the website traffic higher is the ranking, this is how website B2B operates.

4. Social Media

Biggest innovation on the internet in 21st century is social media. More than half of the buyers inspect latest service providers on social media nowadays. Network building and connection making happen in social media and so inarguably social media presence of your business is an inevitable B2B marketing strategy.

5. Advertising

Advertising in the form of publication – website or paper, social media, search engine marketing – Google Ads, Bing or Yahoo or a cookie-based technology that uses JavaScript can be done. Advertising promotes an important factor other than just promoting services – it increases your expertise in marketing and visibility to customers. LinkedIn is the best for advertising specialized armed forces as it allows you to directly mark fitting industry viewers, leading to higher click through rates and lower cost per download. Search engine marketing is expensive and it is difficult to find fitting industry viewers. Same is for Facebook.

6. Referral Marketing

Referral marketing strategies for professional services have driven more customers. It comes from a firm’s reputation. Brand recognition leads to referrals and holds chances for new business.

7. Automation, CRM and Lead Nurturing

Automation in marketing has replaced repetitive manual processes. It has brought online marketing channels to a centralized method for creating, managing and measuring programs and campaigns. CRM is an essential software that serves as the database for firms to locate and create business opportunities. Lead nurturing, on the other hand, is done through email marketing campaigns. It allows you to make offers to buyers during the buying process.

8. Testing/Optimization

This allows to check the marketing decisions made through hard data. A/B testing of emails and landing pages are done with tools to learn which among two emails or landing pages can drive more customers.

9. Reports

Tools are there to collect data from website, social media or SEO. Google Analytics is the most used tool for measuring and analyzing website traffic. Analytics and testing are done to understand the correct working strategies.

Magazine Current Issue