All marketing strategies are not created equal. What works for one company may not work for another. Aa a premier Phoenix marketing agency, Nuanced Media understands that an agency shouldn’t utilize the same strategies for B2B marketing as for B2C marketing. Although you are trying to get a “customer” to buy your good/service in both, what is defined as a “customer” and how you interact with that customer varies drastically in B2B and B2C.
All too often both B2C and B2B marketing agencies will not take into consideration this factor; this makes for incoming leads that may be unqualified or customers who are turned off by the type of messages conveyed. Tailoring a strategy to account for these differences allows for a better targeted campaign ending with results that make the agency and their client happy.
| B2B | B2C |
|---|---|
| Large lifetime value of customer | large number of customers |
| long sales cycle | shorter sales cycle |
| Marketing message generally focused on trust, value, and service | Marketing message generally focused on price and satisfaction of attaining product |
B2B Marketing Success Factors:
Reach the Right Audience
When beginning a marketing campaign, many companies and agencies will use “impressions” or the number of people you are reaching, to gauge success of the campaign. This tactic is frequently flawed as it does not look at any of the consequential aspects of the impressions. If a lot of people are seeing your campaign but few to none of them have the money to invest in your services then your campaign will grind to a halt. With this knowledge a campaign can better target its audience; getting higher quality customers into the top of the B2B sales funnel.
Set Conversion Goals
Conversion goals will vary depending on which part of the customer journey your client is at but the important part is to establish them. Without established conversion goals, it is all too easy to lose focus on a marketing campaign and begin measuring success poorly. Tracking each step of the sales funnel allows for reliable data to confidently make decisions on what works and what doesn’t. It’s always easier to show the success of a campaign with data about each point in the sales process.
Optimize, Optimize, Optimize
No matter how great a company is at business to business marketing, they are not all-knowing when it comes to the actions of a particular target market. A campaign can start out on the right foot but if optimization isn’t data driven and utilized frequently, then a campaign will never reach its full potential. Optimization is what keeps a campaign agile, allowing for new insights to emerge and be utilized. In your B2B marketing strategy, the only true constant should be change.
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