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All posts in B2B Marketing

Understanding B2B Marketing: Strategies that Drive Results

In Shopify’s article, “What Is B2B Marketing? Strategies and Trends (2024),” B2B marketing is explored as a dynamic field aimed at building business relationships and driving growth. Unlike B2C marketing, which targets individual consumers, B2B marketing focuses on engaging other businesses, often involving multiple decision-makers and complex approval processes. Giants like Salesforce, Microsoft, and Oracle exemplify the intricate nature of B2B marketing, where strategies must resonate with real people within businesses, despite the corporate focus.

Two primary approaches define the B2B marketing landscape: Lead-Based Marketing and Account-Based Marketing (ABM). Lead-based marketing casts a wide net, capturing a broad audience regardless of how closely they align with a company’s target demographic. The goal is to attract as many leads as possible into the top of the funnel, though only a fraction may eventually convert to customers. This approach suits businesses aiming to reach a larger, more general market segment.

In contrast, Account-Based Marketing (ABM) takes a personalized approach, treating high-value prospects as individual markets. ABM focuses on specific target businesses, creating tailored strategies that align with each client’s unique journey, thus nurturing closer, more valuable relationships. This results in a narrower funnel where the focus is on quality over quantity, with leads that are often closer to conversion.

Both approaches offer distinct advantages depending on a company’s goals, resources, and target audience. For companies looking to capture broad interest, lead-based marketing provides reach and volume. For those focusing on high-value clients, ABM offers a more precise and relationship-focused pathway to success.

Click here to learn more about how Total Web Partners can help elevate your B2B marketing strategy with tailored, results-driven solutions.

Article with all rights reserved, courtesy of shopify.com

Elevate Your B2B Marketing with Proven High-Impact Tactics

In MarketingProfs’ article, “What Do Top-Performing B2B Marketers Do Differently? Six Things That Might Surprise You,” a fresh look at B2B marketing reveals surprising data on what distinguishes top performers from the rest. Amid endless opinions on marketing best practices, new research sheds light on what truly drives results—often in ways that challenge conventional wisdom.

For instance, understanding customer needs may seem fundamental, yet only a minority of marketers prioritize this. Research shows that just 36% of B2B marketers investigate the makeup of their buying committees, and a mere 18% develop ideal customer profiles (ICPs) or personas. Despite the emphasis on knowing your audience, most marketers rely on partial insights, limiting targeting accuracy and effective budgeting. Those who invest in in-depth customer understanding, however, gain a competitive advantage.

Differentiation also emerges as a major success factor. Top-performing B2B marketers don’t view it as optional but as essential. For example, tech companies with distinct, tested, and customer-validated positioning are twice as likely to excel in areas like lead generation, demand generation, and brand-building. Professional services see an even greater performance boost from a well-defined market position, proving that differentiation is more than a marketing cliché—it’s a powerful driver of success.

Click here to learn more about how Total Web Partners can support your journey toward data-driven, high-impact B2B marketing strategies.

Article with all rights reserved, courtesy of marketingprofs.com

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Total Web Partners: Maximizing Business Growth Through Strategic Marketing

In the enlightening article “How A Fine-Tuned Marketing Strategy Can Accelerate Business Growth” on Forbes Communications Council, the pivotal role of marketing in driving business growth, especially in uncertain economic conditions, is emphasized. Recognizing the significance of a strategic marketing approach, the article offers insights into leveraging marketing for accelerated business growth.

Amidst global economic instability exacerbated by events such as the pandemic and geopolitical tensions, businesses face unprecedented challenges in sustaining growth. However, marketing emerges as a key driver of business scalability, with Gartner Inc. reporting a significant increase in marketing budgets across various industries.

Understanding that effective marketing is essential for making customers aware of products and services, thus facilitating purchasing decisions and building clientele, the article suggests three key tips:

  1. Don’t plan blindfolded: Emphasizing the importance of deeply understanding the target audience and the unique value proposition of the business, the article suggests gaining insights into market dynamics, ideal customer profiles, pain points, and the competitive landscape to create a tailored marketing strategy.

By leveraging a comprehensive understanding of customer needs and competitive positioning, businesses can develop targeted marketing campaigns that resonate with their audience and differentiate them from competitors.

Click here to learn more about Total Web Partners’ services.

Article with all rights reserved, courtesy of forbes.com.

Photo with all rights reserved, courtesy of depositphotos.com.

Total Web Partners: Navigating the Evolving Landscape of B2B Marketing

In the informative article “What are the biggest shifts hitting the B2B marketing industries?” on Marketing Interactive, significant shifts impacting the B2B marketing landscape are highlighted. Recognizing the importance of staying abreast of these changes, the article delves into insights on adapting strategies amidst evolving trends.

Marketing’s role in driving growth and innovation for businesses has become increasingly pivotal, with chief marketing officers acknowledging a significant shift towards marketing-owned customer experiences. This shift is reflected in the allocation of marketing budgets, with a substantial portion being directed towards data and technology teams.

As business-to-business customers increasingly expect tailored experiences, B2B marketers are tasked with meeting these demands by leveraging customer-centric approaches. The rise of self-directed research among buyers has necessitated a shift away from traditional sales pitches towards more personalized interactions.

Despite the abundance of customer data and technological tools available, many marketers still face challenges in understanding buyer needs and effectively utilizing audience data. This underscores the importance of bridging the gap between data availability and actionable insights.

Content development and distribution emerge as core marketing responsibilities, emphasizing the need for captivating content across the customer journey. The article recognizes the critical role of content in engaging audiences and leveraging data and technology, including generative AI, to ensure a steady flow of compelling content.

To navigate the evolving landscape of B2B marketing, the article emphasizes the importance of adapting strategies to align with shifting trends and customer expectations. By staying agile and leveraging insights into emerging dynamics, businesses are empowered to thrive in an ever-changing marketplace.

Click here to learn more about Total Web Partners’ services.

Article with all rights reserved, courtesy of marketing-interactive.com. 

Photo with all rights reserved, courtesy of depositphotos.com.

Total Web Partners: Driving the Digital Transformation of B2B Marketing

In the insightful piece “The Digital Evolution Of B2B Marketing” on Forbes Tech Council, the profound impact of digital transformation on the business-to-business (B2B) landscape is highlighted. Recognizing the significance of this evolution, the article emphasizes the crucial role played in driving the digital transformation of B2B marketing.

The shift towards digital channels in B2B sales interactions has accelerated, with projections indicating that by 2025, 80% of these interactions will occur online. This trend has been further catalyzed by the pandemic, prompting organizations to rethink their digital strategies and optimize their online customer journey.

One key aspect of this evolution is the demand for omnichannel experiences, as highlighted by the increasing preference for engaging with brands through multiple channels during the purchase journey. Understanding the importance of providing cohesive and streamlined experiences across various digital touchpoints, the article emphasizes the need for brands to offer live webinars, interactive websites, mobile applications, and AI-powered chatbots.

Moreover, the surge of e-commerce and self-service capabilities in B2B transactions underscores the need for user-friendly digital platforms. Emphasizing the importance of prioritizing the development of such platforms, the article suggests enabling customers to navigate product offerings, place orders, and access support autonomously.

By embracing digital transformation and prioritizing omnichannel experiences and e-commerce capabilities, the article suggests that businesses can be at the forefront of shaping the digital future of B2B marketing. It encourages businesses to adapt to modern buyers’ habits and preferences, driving success in the digital era.

Click here to learn more about Total Web Partners’ services.

Article with all rights reserved, courtesy of forbes.com.

Photo with all rights reserved, courtesy of depositphotos.com.

10 e-commerce marketing strategies for your business

Without a clear e-commerce marketing strategy, organizations could face significant challenges as consumer behaviors change.

E-commerce sales boomed in 2020 and beyond due to the COVID-19 pandemic. Since then, online shopping has continued to grow, as have competitors and changing demands from customers. If organizations invest time and resources into e-commerce marketing strategies, they can help establish, increase and retain their customer bases.

E-commerce marketing strategies involve promotional tactics to drive traffic to an online store. A well-thought-out marketing plan, coupled with an engaging website, can convert visitors into paying customers, help businesses retain them and increase their overall customer lifetime value (CLV). If marketing teams stay up to date on the latest trends, they can help the organization reach and retain new customers.

These 10 e-commerce marketing strategies can help set an organization apart from its competition, strengthen the brand, attract new customers and increase sales over time.

  1. Search engine optimization
    Launching a website is a win for any e-commerce company, but websites aren’t enough for consumers to easily find the brand. To improve visibility, marketing teams must optimize websites for search engines. Positive search engine optimization (SEO) requires marketing teams to continually update websites with rich and relevant content that provides useful information for customers.

An SEO strategy can help organizations ensure their content shows up on search engine results pages (SERPs) for relevant queries and deliver positive CX when customers find the information they need. Marketing teams should use SEO keywords and phrases organically within content to alert search engines to the site’s relevance for those queries.

Read more: 10 e-commerce marketing strategies for your business

What B2B marketers must know in the face of a potential recession

Talking about a recession isn’t always enjoyable. But it’s a situation that inevitably requires a shift in strategy and mindset to continue finding success in the face of economic headwinds.

Defined technically as a period of a significant decline in economic activity, a recession (and the looming potential for one) directly affects marketing.

In particular, B2B marketers face a unique challenge in identifying a downturn – with sales cycles expanding beyond 6, 12 or more months into the future and lacking evident shifts. Whereas, B2C and D2C marketers can feel it more quickly when complete verticals go south.

In this article, we’ll unpack how a looming recession impacts B2B marketers and the key factors to consider to successfully navigate this landscape.

What did B2B marketers do last time?
You must know the past to understand your present and future. There have been plenty of recessions – some fairly recently.

In 2007–2009, we experienced the Great Recession in which the mortgage crisis led to the collapse of the housing market bubble. While it may have ended for the U.S. in 2009, the ripple effects were felt in some European countries for years.

Countries defaulted on their national debt and had to be bailed out by the European Union, resulting in those countries enacting austerity measures to repay their debts, according to History.

Hindsight is 20/20. And when it comes to learning from past mistakes, there’s a clear connection to be made between:

Those who increase (or at least maintain) advertising budgets.
And those who cut or stop marketing efforts altogether.
When faced with a potential downturn, brands that committed to advertising and marketing efforts rebounded faster and recovered quicker than those that opted to pull back.

During the 1990-1991 recession, McDonald’s decreased its advertising and promotion budget, while Pizza Hut and Taco Bell did the complete opposite, according to Pathfind.

This allowed Pizza Hut and Taco Bell to increase sales by 61% and 40%, respectively, while McDonald’s saw 28% fewer sales.

What do B2B buyers want now?
COVID-19 is one key element that differentiates this potential recession from the others.

We just experienced a global pandemic that permanently altered the entire spectrum of consumer and business decisions.

As a result, we will need to navigate key shifts in the B2B buyer behavior and landscape.

Read more: What B2B marketers must know in the face of a potential recession

Four Things B2B Marketing Can Learn From B2C

“At the end of the day, it’s all about value delivered to the customer.” That’s how my marketing club meeting ended last month. Today, marketing goes far beyond “the performance of business activities that direct the flow of goods and services from producers to consumers.” That’s how it was described by the American Marketing Association in 1935.

Now, the AMA defines it as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Through the years, marketing has been divided into B2B and B2C. And there’s a reason for it. We act differently when choosing a software vendor (partner, in fact) for the next five years to support digital transformation projects than we do when choosing sneakers to support our exercise.

Anyhow, there is much more we, as B2B marketers, can learn from B2C to create special bonds with our customers and help them make their business more sustainable and efficient.

Typically B2B services are hard to communicate. There are so many services we provide and industries we serve. This leads to generalization or hard-to-understand concepts and deeply professional words. It creates barriers for customers. The harder it is to understand what we are talking about, the fewer chances we have to make a deal. So, let’s make our language simple. A good litmus test could be an elevator speech to a friend of yours who is not a part of the industry you work in.

A Frictionless Experience
A frictionless and transparent checkout process is the key to success for any consumer business today. Customers want to have full control of the process and be sure of any additional charges that may occur.

Read more: Four Things B2B Marketing Can Learn From B2C

B2B Email Marketing 101

If you’re in the B2B space, you must already understand how important email marketing is, but why isn’t it working out for most marketers?
As email marketers and copywriters, you want to craft emails that people love to read. You can’t create emails for the heck of it, and in case you do, your audience will only learn to treat it as white noise and tune it out.

It’s time to harness the power of email, and this blog post will help you achieve that! We’ll show you how to write compelling emails that inspire your audience to take action. Let’s dive in!

Email Marketing: The Dos and Don’ts

“Most B2B brands have an email marketing strategy, but often get stuck when it comes to writing email copies that stop the readers in their tracks and grab their attention.”

Direct email is a marketer’s biggest blessing. The one-to-one communication it offers gives you a chance to make an impact and form robust relationships with your readers. Emails provide the best ROI for marketers and flexibility and control for the readers. Only the consumers decide when to open and read an email. The first to-do on the list is consent. As a business, ensure you have an opt-in list of subscribers and follow all the data regulation laws such as CCPA, GDPR, CASL, and CAN-SPAM. If your readers wish to unsubscribe, make sure the opt-out process is smooth and easy.

Most consumers check their emails multiple times a day. You can create email marketing campaigns to educate, entertain, and inform your audience. But most importantly, to build rapport and make them trust your brand even before your ads or salespeople reach out to them. Personalization is the key. Your customers don’t want to feel they’re just another name on your list. They want to feel it’s personal. They want to feel like you’re directly talking to them.

Email marketing’s goal is to help your customers get to know your brand better and take the intended action. Before you start writing your email, you may want to ask yourself why you want to create this email in the first place. It helps you set an intention for your email marketing practice and design an inviting subject line. If you do not write a good subject line, most people would not even bother to open the email, and all the efforts you put in to create the email body go in vain. Make sure the subject line is clear and specific.
Email marketing has the potential to grow your business rapidly, no matter in which industry or niche you operate. Segment your email lists as per the audience categories and preferences. You shouldn’t be sending the same email to everyone. Marketing only works when you send the right message to the right audience at the right time. Communicate with your audience consistently- time is of the essence here! We recommend once a week for most B2B brands.
Make your emails readable- write short sentences and give enough whitespace; so it doesn’t look tedious to read to your customers. One-sentence email paragraphs make your emails scannable and prompt you to be clear and concise. Simplicity is the key!
In the B2B world, avoid sending emails early in the morning. When selecting days in the week, go for Tuesday, Wednesday, and Thursday since Mondays are busy with meetings and calls, and on Fridays, people often wrap up work early. Try to think about your reader’s schedule and time your emails accordingly.

In the end!
Emails shouldn’t be about you. They have to be about your customers because your readers aren’t interested in how great you think your business is- they want to know what you can do for them. Be bold and straightforward with your emails but don’t come off as too salesy or aggressive. Subtle marketing is the way to go!

Read more: B2B Email Marketing 101

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