10 Safe Strategies if you are marketing to B2B Companies

By Clara Lincy | Blog | December 6, 2021

Marketing strategies that worked even just a couple of years ago are rapidly losing their effectiveness, rendering them obsolete. With rapid global changes in technology, demographics, economic shifts, shifting consumer behavior – the list goes on – marketers need to adopt new strategies for survival.  According to BigCommerce, B2B sales increased by 25% in 2018 alone.

The Forrester survey predicts that the US B2B e-commerce market will expand at a compound annual growth rate (CAGR) of 10 percent to $1.8 trillion by 2023. Information is power; arming yourself with knowledge is half the battle in staying competitive. Here are ten B2B marketing strategies you should put into play if you want your company to be one of the big winners when 2022 rolls around:

1. Research

Research is always a good idea since things change and technology advances quickly, but don’t forget about the basics like who your customer is and what their pain points are. Using tools such as Google Analytics will help you determine which social media platforms to use for marketing purposes; this will also help maximize your time investment.

2. Niche-driven Strategy

This strategy can be implemented by targeting customers that have smaller budgets and less competition than large mainstream organizations. Also, this strategy would work well with companies that need products and services tailored to their specific industry rather than ones that already exist in the mainstream marketplace.

3. Well Performance Website

For B2B companies it’s important to make sure your company website is optimized and functional. This will help you accomplish that goal by ensuring that people can easily find the information they want to know about your company and products without having to take time searching. Simply put, a high-performing website has excellent content and provides an easy way for visitors to share it across social media platforms.

4. Search Engine Optimization (SEO)

B2B companies should consider SEO as their number one strategy to gain new customers online if they haven’t already done so already; this is because SEO helps B2B companies rank higher in search engine results pages, which means more targeted traffic from those looking for businesses like yours. For example: If you sell business software through a B2B marketing company, you will need relevant business software content on your website. Ranking high in search engine results pages for relevant keywords like “business software” will help ensure that potential customers find your company.

5. Social Media

Make sure you are using the top three to five social media platforms (Facebook, Twitter, LinkedIn) for your marketing efforts to reach the widest number of people possible; this way it’s easier to direct them back to your website and increase sales.  You can also use a social media management tool so you can monitor all of your different accounts from one location which makes it easy to see what’s going on with each platform and keep track of comments and messages sent through each account.

6. Advertising

B2B companies should not only think about how they are going to use advertising as a tool, but also as part of their overall marketing strategy. Paid ads such as Google Adwords and Facebook Ads along with social media platforms can help increase the visibility of your company on search engines and across social media platforms, which will ultimately help your B2B lead generation and new customers.

7. Referral Marketing

This strategy is free for you to implement and gives you an advantage over your competitors by positioning you as an industry authority; this happens when people within your customer’s network tell them about you because they trust the person making the referral. Another way of doing this would be to make sure that you have a referral program in place so people can get paid to refer new customers or for others to download your software.

8. Marketing Automation

To automate this strategy effectively you need to set up “tasks” that will send your customer-specific marketing material based on the actions they have taken on your website. These tasks are typically triggered by clicking on a link, submitting information, or taking an action within the ad itself; then it follows with additional email sequences to generate more sales and awareness of your brand while increasing engagement rates among existing customers.

9. Testing and Optimization

This B2B marketing strategy revolves around ensuring that all of your web pages are working together towards one goal: increasing conversions from visitors who visit each page versus using them solely for branding purposes or other secondary goals. You can achieve this through A/B testing or multivariate testing, which will provide you with insights into what is and isn’t working regarding your company’s marketing efforts

10. Analytics and Reporting

This one simple B2B  marketing strategy involves tracking the leads generated from each marketing campaign so you know how effective it was ultimately in generating new business for your company. You should also be able to see whether or not there were any conversion issues that caused potential customers to leave without making a purchase; based on this information, you can then adjust your campaigns as needed to improve the future performance of each campaign.

As new marketing strategies are developed and implemented, these 10 safe strategies for B2B companies will stay relevant enough to be effective in increasing website traffic and improving your conversion rate.  The base of every B2B marketing strategy is the availability of a verified and updated database. At eSalesdata, marketers can get appended, cleansed, and up-to-date database that meets the requirements of various marketing campaigns. That too while you save time, resources, and manpower. Besides, the reliable database helps in reaching out to the right prospects effectively with the B2B companies list that connects directly with the decision makers.