Business-to-business marketing (or B2B marketing) involves the sale of one company’s product or service to another. If you’re in the B2B space, you probably have an idea of how messy the last few years have been for B2B marketers. This has been spurred by the current digital evolution. Getting your business noticed in this cut-throat environment calls for a change in tact.
The techniques relied on for a successful B2B marketing campaign are founded on the same basic principles of consumer marketing. However, experts in this field understand that while individual consumers make purchasing decisions based on popularity and emotional triggers, B2B buyers rely on price and profit margins alone.
As a B2B marketer, it’s your job to speculate on future customer demands and devise ways to launch successful marketing campaigns that result in a higher conversion.
Big Data Analytics
The advancements made in big data technology make it a game changer in how B2B marketing is being handled today. You cannot deny the many benefits that any business stands to gain by learning consumer buying patterns. A boost in the number of sales tops the list.
Most B2B marketers are however not satisfied with the results of using such programs in their marketing mix. Marketers are still in the process of developing ways that can help them to leverage the vast amounts of information collected from prospective business clients. Big data awareness is only one side of the coin. How to acquire the data is another headache that marketers have to grapple with constantly.
The need to offer a solution for this has seen Data as a service (Daas) gain traction over recent years. Daas crawls the sites of business owners and returns comprehensive data in either a structured or unstructured format. This is the first step towards implementing an analytic approach in the gathering of business data.
Recent data suggests that a whopping 80% of B2B marketers are using email marketing as part of their business growth strategy. They consider email as one of the most effective channels for lead generation.
Technology is also being used in email marketing campaigns by tech-savvy B2B marketers who have learnt how to leverage the information they have on customer data. The most practical way to go about this is to optimize email newsletters and make them more personal. Your mailing list should be the most important business tool to you as a B2B marketer. Sending out generic emails only hurts your bottom line.
Generic email responses and newsletters are being replaced by personalized engagements that lead to higher conversions. For more effective email marketing metrics, basic segmentation of your prospective clients is recommended. Email marketing that targets specific segments produces more results and encourages healthy rapport with clients. In figures, this is a 50% increase in the number of recipients who choose to read and click-through your emails.
Automated Web Scraping Tools
A new generation of automated data scraping tools is in the offing to collect data from B2B companies. These revolutionary tools allow internet users to query search engines in real time. These tools are even able to automate deep account mapping. Such tools utilize search interfaces that give users the freedom to enter geographic locations and other metrics for a more detailed search.
This approach works like a charm on social media as well. Advanced scraping tools make it possible for B2B marketers to create pseudo organizational charts that can be a goldmine of information. The general consensus is that developing a custom automated checklist is laughably easy and you should already be using it to generate leads.
Competing in the digital economy is a bit overwhelming but equally rewarding if you’re prepared to adopt and adapt to the changing face of technology. Focus on the basics of being seen and heard online by your target audience and your B2B business model will flourish in leaps and bounds.
Author Bio: Jeremy is a tech and business writer from Simi Valley, CA. He’s worked for Adobe, Google, and himself. He lives for success stories, and hopes to be one someday.