B2B marketing Archives • TotalWeb Partners

November 19, 2024

B2B Marketing Tips: Why This Approach is Always Relevant

As explored in Marketing Week’s article, “Is This Applicable to B 2B Marketing? Please Stop Asking,” the notion that B2B and B2C marketing concepts are fundamentally different is largely a myth. Despite the unique complexities of B2B—such as multi-layered buying committees and sales-driven execution—the core marketing principles remain universally applicable across both sectors.

B2B brands face challenges, like navigating relationship-focused sales and addressing complex decision-making processes, but these don’t negate the relevance of proven marketing strategies. Research from LinkedIn’s B2B Institute, collaborating with marketing experts like Peter Field and Byron Sharp, highlights how concepts like salience, distinctive assets, ESOV (excess share of voice), funnels, and emotional engagement work just as effectively—if not more so—in B2B contexts.

Marketing approaches tailored for consumer goods (like emotional storytelling or building mental and physical availability) translate well to B2B. The LinkedIn study even suggests that these strategies deliver exceptional results in B2B environments, proving their adaptability and impact across industries.

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October 31, 2024

by TWP Publisher

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.

October 16, 2024

by TWP Publisher

Elevate Your B2B Marketing with Proven High-Impact Tactics

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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.

June 10, 2024

by TWP Publisher

TotalWeb Partners: Explores How B2B Marketing is Reaching New Creative Heights

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As reported by The Drum in their article “How B2B is Reaching New Heights of Creativity,” this year has marked a significant turning point for B2B marketing. Traditionally viewed as the less glamorous counterpart to consumer marketing, B2B marketing has evolved into a sophisticated discipline where creativity plays a crucial role. The shift in focus is underscored by the finding that “creative strategy and execution” is now deemed the most vital skill for B2B CMOs, as highlighted in the Global B2B Marketing Benchmark. In the past year alone, there has been a 46% increase in creative skills being incorporated into marketers’ profiles.

Achieving this heightened level of creativity is challenging, especially considering that B2B marketing has already made significant strides in appealing to business audiences emotionally. Iconic campaigns like IBM’s ‘Smarter Planet’ (2008), Volvo Trucks’ ‘Epic Split’ (2013), and Xerox’s ‘Get Optimistic’ (2013) have exemplified the power of creativity in B2B marketing. These campaigns have demonstrated that creativity is not only essential but also highly effective in B2B contexts.

One of the key principles driving the success of creative B2B marketing is the 95-5 rule, as explained by Keith Browning, director of brand marketing at LinkedIn. According to this rule, only 5% of potential buyers are in-market at any given time, meaning that the remaining 95% are not yet ready to purchase. Creative marketing ensures that a brand remains memorable to future buyers, keeping it top-of-mind until they are ready to buy.

A recent LinkedIn study of B2B marketing leaders revealed that more than two-thirds (69%) agree that B2B purchasing decisions are just as emotionally driven as those in B2C. Furthermore, 39% of respondents reported increasingly using storytelling, emotion, and humor to enhance the impact of their creative campaigns. Impressively, over three-quarters (81%) believe that B2B brands are now producing creative campaigns that rival those of consumer brands.

At the forefront of this creative revolution in B2B marketing, recognizing the importance of engaging and memorable campaigns that resonate emotionally with business audiences. As the industry continues to evolve, the company remains committed to leveraging creativity to drive B2B marketing success and set new standards for the future.

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

May 20, 2024

by TWP Publisher

Total Web Partners: Navigating the Evolving Landscape of B2B Marketing

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In the informative article “What are the biggest shifts hi t ting 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.

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May 17, 2024

by TWP Publisher

Total Web Partners: Driving the Digital Transformation of B2B Marketing

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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.

December 19, 2022

by TWP Publisher

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

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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.

December 14, 2022

by TWP Publisher

Four Things B2B Marketing Can Learn From B2C

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“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.

December 12, 2022

by TWP Publisher

B2B Marketing Trends to Watch for 2023

Uncategorized B2B marketing

The B2B market is facing younger buying committees, shifts in buyer expectations about the purchase process, overcomplicated tech stacks, and uncertain economic conditions. These factors are changing how marketers can reach, engage, and retain business customers.

Buyers Reject Traditional B2B Experiences
Younger, digital-first buyers want experiences that mirror their B2C journeys. Millennials and Gen Zers are now dominant in B2B buying committees. These age cohorts prioritize vendors that are easy to engage with and expect to manage their journey on their own terms. As a result, marketers will need to provide interactions that meet these buyers’ high expectations.

The buying committee is bigger and more diverse. Buying experiences now have more involvement from multiple stakeholders of varying generations but still must resonate with each person.

November 9, 2022

by TWP Publisher

How And Why To Adapt Your B2B Sales Strategy For Future Success

B2B Marketing, News B2B, B2B Campaign, B2B marketing

We’re in the midst of a significant B2B sales and marketing revolution. The pandemic forced companies to move from traditional sales to a more hybrid experience. Gone are the days of pitch decks in a conference room and “inside” sales—the future of B2B includes more channels, more convenience, and a more personalized experience for customers. Enterprise companies need to invest in this shift if they want to see success in the future.

Companies that refuse to evolve with the changing landscape will see a decrease in revenue as they compete against competitors adopting new strategies. In McKinsey’s latest B2B Pulse survey, “more than 90 percent of enterprises plan to sustain the changes made to their sales force structure over the past year.”

Here are seven ways to update and adapt your sales strategy to be more effective and capture future sales.

Solve your customers’ problems anytime, anywhere.

Your customers want a complete solution. Companies need to enable touchpoints in multiple channels to ensure you’re serving customers when and where they want to buy. An omnichannel presence is critical. And a true omnichannel experience, which looks very different from five years ago, is now at least a 10-channel strategy. McKinsey data shows that “customers want—and expect—to engage seamlessly across ten or more. And the businesses that have been quick to meet that demand have profited: 72 percent of B2B companies that sell via seven or more channels grew their market share.”

More and more B2B customers are happy learning and buying through online and digital channels, making the traditional, in-person sales pitch less necessary.

Work higher in the funnel.

At any given time, about 95% of B2B buyers aren’t in the market for your product. This simple yet monumental fact changes the B2B advertising and marketing game quite a bit. It means you need to spend advertising dollars on people who aren’t going to buy right now, but need to be familiar with your brand or product when they are in the market.

The most effective way to do this is focusing messaging and advertising dollars on creating brand-positive memories for your customers so when the time comes to purchase, your company is top of mind. As LinkedIn’s B2B Business Institute accurately captures, “Advertising impressions, accumulated over time, affect our memories. So, your advertising has to be designed to create distinct impressions about your brand in people’s minds — to be activated later.”

Constantly invest in your brand awareness.

Invest at least 50% of your advertising dollars in awareness. With research showing that only 16% of B2B marketers rank building brand awareness as a major marketing objective, it appears most companies, particularly large ones, are taking their awareness for granted.

Small companies see the immediate value in spending money to increase brand visibility, but bigger, more established brands sometimes skip it. What keeps the brands with the most awareness top of mind is their ongoing and deliberate dedication to weaving their brand into their customer’s thoughts and lifestyles. Never skip or skimp on your brand awareness budget.

Base every conversation on value.

Regularly remind your customers—both current and future—about the value you bring to the relationship. Provide end-to-end insights about your business and industry. Suggesting ways to help your customers navigate regulatory change or demonstrating how potential customers measure up in their industry are just a couple of ways you can help increase your value to customers.

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