Shivani Suryakandan

16 Dec 2021 on Branding and Marketing · 11 min read

11 min read

There is a saying that goes as, Marketing takes a day to learn and a lifetime to master.
Be it any business it’s difficult to get your marketing statistics effective and right. Wonder why? Because, marketers have to make ends meet by managing so much stuff such as innovative demands, limited budget, and making proper channel decisions, etc.

So, a marketer has to take stern efforts and come up with an effective marketing strategy after proper research. It’s impossible for a marketer to make miracles happen while devising a marketing strategy without analyzing thoroughly. Of course! developing an effective marketing strategy isn’t quite easy. And, it must be done with the utmost care by keeping in mind your audiences.

Your audiences are the biggest determinant of effective marketing. This means all the efforts you’ve put in will go in vain if you fail to understand your client’s persona. Being a marketer would you not mind if all your promotions and advertisements fall on deaf ears?

Your answer would be a big NO! The best marketing strategy is always your care for your clients. There is one more aspect you have to keep in mind. There are some companies that serve individual clients while the others cater to companies and organizations. In a nutshell, marketing to businesses is completely different from marketing to individual clients.

Devising a marketing strategy for a B2B company

And, that’s the only reason we follow a separate marketing method for B2B marketing. This is also the reason why I’ve compiled this blog. As a marketer who is in search of guidelines to devise your B2B marketing strategy you’ll gain a better understanding of what B2B marketing is. What are the few most effective B2B marketing strategies? And,
what is the role of storytelling in B2B marketing?

What is B2B marketing and Why does it exist?

For a marketer like you, the definition of B2B marketing is not Greek and Latin. It is just the process of a business marketing either its products or its services to another business. The rise in need of one company’s output or end product by another company to maintain its operations has paved the way to B2B marketing.
Slowly this concept evolved with time and has now become the most needed one. This is because it’s impossible for an organization to be completely self-contained and do the entire production and distribution on its own.

Let me highlight an example for your better understanding.
Obviously, we all would fancy a luxurious mobile. Be it any branded mobile phone, they will for sure make a purchase from a third-party company. This would happen when there occurs any need for components of their devices from a third-party company.

In addition to this, they should also seek for a shipping company to distribute their developed end product. Despite being a popular mobile company it can’t manufacture all its required products on its own.

Apart from this, another key reason why B2B marketing is important is due to its standard cost. A business’s cost of selling a product or service to another business will be substantial. Whereas this is not possible while a business sells its products or services directly to single clients.
Yet, there is one thing that has to be taken into consideration. Despite being different, the B2B marketing audiences can always learn from B2C campaigns too.

What are the few most effective B2B marketing strategies?

As I’ve stated in my introduction, effective marketing depends on its audience and it’s important for a marketer like you to come up with a proper marketing strategy. So, there are a few prominent B2B marketing strategies that you must implement to get connected with your specific business audience. Let’s see them.

Before we dive in, you need to understand a B2B buyer’s three-stage journey. This is very crucial because only when you understand your client’s mindset, you will be able to implement marketing strategies accordingly.
The three stages are,

Stage1: awareness Stage2: Consideration Stage3: Convinced

The three stages in B2B marketing Strategy

B2B Email Marketing

Email marketing is a simple method that works without flaws when it comes to reaching business customers. Nearly 93% of B2B marketers use email which means almost everyone uses it. Emails serve as a powerful tool that converts your subscribers into your leads. These leads finally become your loyal customers. This way it plays a vital role.
What B2B customers look for is logic. They will always tend to question you with, in what way will your business help my business grow? This would let your email marketing consistently resonate with your business customers. And focus on things that matter to them — like time, money, and resources.

There could be no other powerful vehicle than email marketing to share your brand’s content. Thus, the first stage of making your customer aware of what you do can be done efficiently through email- marketing.

B2B Digital Marketing

Every B2B business can’t function anymore without a digital presence. This digital marketing is done through websites, paid ads, search engine optimization, etc. Thus, by carefully using these digital marketing tactics, you can move your customer from the first to the second stage of their journey.

To put it in a nutshell, by strengthening your B2B digital marketing strategy, you can grab your customer’s attention and make them consider buying your product or service.

Planning an exact Marketing Strategy that targets the customers.

B2B Content Marketing

You are already familiar with The fact that B2B customers are logic-oriented is something you must be already familiar with. The two major trends discussed above-created awareness and made your product considered. Yet, you are in need of a better tool to convince your audience and make them your customers. What better marketing tool could make this happen than B2B content marketing?
You should also take into account that it is content marketing that fuels SEO efforts. Anticipating what your audience is seeking through informative and interactive content will not just build a connection but also potentially convert your audiences into customers.

It’s important to note that content marketing can be even more effective and efficient if you engage your audience with a narrative brand story. I can make out that you are taken aback by my suggestion. Do you want to know how it is possible to bring storytelling into B2B marketing? If so, keep scrolling.

What is the role of storytelling in B2B marketing?

Every digital marketer will know that brand stories are the fundamental tool for marketers in B2C companies. But, very few really understand that the same concept of brand stories is applicable for B2B marketing too. Don’t you agree with me?

Well! Have you ever felt that most of the B2B sites you come across seem dreary? You’ll find nothing more than the standard set of facts and figures, products and their features, etc.

Yet, none of you would have questioned why it is so. This is due to the preconceived notion that there isn’t space for emotions and stories inB2B marketing. And the truth is, this is all just a myth.

To create a strong belief and trust in the minds of their audiences, those businesses need to connect with them emotionally and later convince them. This can be achieved by narrating your customer’s success stories or a brand story that serves as the epitome of what that company actually does for its customers.

cook an excellent brand story that narraters your customer's success story

Thus, the goal is always about finding a story that imbibes the strong message of who you are, and what you do in the minds of your audiences. This way your audience trusts your work with those words of your customer’s success story. Therefore, by implementing this concept perfectly, you can always stay above your competitors.

So, with the hope that you are all set to create your own brand story or customer stories for your business. Let me hint you on how to do it.

How to narrate a brand story for the b2b business sector?

The fact is that audiences will relate a lot with the cause, with the meaning, and with the brand story than anything else. And, narrating a brand story for the B2B business sector isn’t rocket science. All you have to do is just follow the steps given below.

Step 1: Begin with the hardest question

While cooking up your brand story, try to answer two questions first,
1. Why do you think that the message you are conveying is important?
2. What do you highlight as the motivation behind your story?
The answers to these two questions form the basis of B2B business storytelling. Making your audiences understand your mission can be done effectively if the B2B company tries to answer the “Why” factor.

Let customers understand you through your brand stories

Step 2: illustrate a conflict

Next to making your audiences understand the “why” factor, you have to make audiences get clear about the conflict that arose during a certain period. No matter what company it is every company would go through difficult times, tough challenges, and catastrophic situations.

Thus, engaging your audiences with this information would make them relate their conflict with yours. Thus, they will eagerly await the final part of your story. Because this is where you present your successful ending with an explanation of how you made it happen.

Step 3: resolve the conflict

This is the most awaited part of your brand stories as it is where your audiences will find a detailed explanation of the reasons behind your choices that resolved the conflict. This would also let your audiences change their perspective and look at their conflicts as opportunities. So, you must always remember to conclude your story in a way that illustrates your passion.

This way you can easily cook up your brand story successfully. And, check out this link to get a glimpse of how a brand story or customer success story should be.

Take Away

Finally! You have reached the end of the blog. Now, I hope you would have a clear picture of the change in B2B marketing trends. And, this change in the marketing trend clearly denotes that B2B marketing must have been uncertain before it went through digital transformation. This is the reason why marketers like you have started to prepare in order to withstand whatever is in store. Thus, many find it appealing to leverage mobile-first approaches.

In addition to this, they have also started to invade social media. So, being a versatile marketer, you must get set to embrace the upcoming changes. Along with this, you must also effectively transform your target audiences into your customers in the near future.

And, to achieve this successfully, I hope that my article on the new trends in B2B marketing would have for sure been an eye-opener.

Never forget that your audiences are now interested a lot more in digital channels and personalized content. So, to successfully implement your devised B2B marketing strategy, you have to make the best out of the available opportunity. Only then you can expose your brand.

So, as mentioned in the above section earlier, first develop awesome tactics with an effectively cooked-up brand story. Then, let your customers know what your brand stands for. By doing so you will win your customer’s trust and loyalty. My best wishes are for you to start connecting with your audience on an emotional level and achieve immense popularity with your effective marketing strategy.

Let our pearls of wisdom inspire you

Do you aspire to set up a better marketing strategy?

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