10 Best Marketing Practices B2B Companies Should Follow
Estimated reading time: 4 minutes
B2B companies often have long sales cycles, complex decision-making processes, and multiple stakeholders. Therefore, it’s important for B2B companies to follow certain best practices to maximize their chances of success. Here are 10 best marketing practices that B2B companies should follow.
1. Define Your Ideal Customer Profile: B2B companies should have a clear understanding of their target audience. This includes identifying the industries, company size, job titles, and other relevant factors that define their ideal customer. This helps in creating more effective marketing strategies and sales outreach.
2. Develop a Strong Brand Identity: A strong brand identity helps B2B companies stand out in a crowded market. It’s important to develop a consistent brand message across all channels, including website, social media, and sales collateral.
3. Create Valuable Content: B2B buyers are looking for information and insights that can help them make informed decisions. Therefore, B2B companies should create high-quality, informative content that addresses the pain points and challenges of their target audience. Create content that has value to your audience, minimizing “selling” content.
4. Measure and Analyze Results: Finally, B2B companies should measure and analyze the results of their marketing and sales efforts. This allows them to identify what’s working and what’s not, and make adjustments to improve their strategies over time. Key metrics to track include website traffic, conversion rates, customer acquisition cost, and customer lifetime value.
5. Leverage Social Media: Social media is an effective tool for B2B companies to reach and engage with their target audience. LinkedIn is particularly effective for B2B marketing, but other platforms such as Twitter and Facebook can also be used to build brand awareness and drive traffic to the company’s website. Maximize your social posting with employee engagement. Encouraging employees and leadership to post independently and share company posts maximizes exposure and is shown to increase sales.
6. Embrace Account-Based Marketing (ABM): ABM is a targeted approach that focuses on a specific set of accounts that are most likely to become customers. ABM allows B2B companies to personalize their messaging and outreach to each account, which can lead to higher conversion rates and stronger customer relationships.
7. Use Marketing Automation: Marketing automation tools such as Salesforce Marketing Cloud Account Management (formerly Pardot) can help B2B companies streamline their marketing efforts and automate repetitive tasks. This allows marketing teams to focus on higher-level tasks such as content creation, strategy, and analysis.
8. Focus on Customer Experience: B2B companies should focus on providing a seamless and positive customer experience. This includes everything from website design to customer service to post-sale support. A positive customer experience can lead to repeat business and referrals.
9. Emphasize the Value Proposition: B2B buyers are looking for solutions that will help them solve their problems and achieve their goals. Therefore, B2B companies should focus on emphasizing the value of their product or service and how it can benefit the customer.
10. Prioritize Sales Enablement: Sales enablement refers to providing sales teams with the tools, training, and resources they need to be successful. B2B companies should invest in sales enablement programs to ensure that their sales teams are equipped to sell effectively.
Initiating these 10 best practices can go a long way toward helping B2B companies improve their marketing and sales efforts, build stronger customer relationships, and drive business growth. By focusing on their target audience, creating valuable content, leveraging social media, embracing Account Based Marketing (ABM), using marketing automation, prioritizing customer experience, emphasizing the value proposition, investing in sales enablement, and measuring and analyzing results, B2B companies can achieve success in a competitive marketplace.
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