Today’s B2B buyer is very smart. There are about 40 zettabytes of information available on the internet. They collect information from many sources before making a purchase decision. B2B marketers have to carefully work on their marketing strategies to attract leads and convert them into sales.
Let’s see how to implement these strategies step by step.
Sell the right product to right audience
Businesses should know their target audience when they want to sell their product. You can create a buyer persona to identify your customers by conducting research on your buyers. Ask different questions from your existing customers about their preferences.
You should ask the B2B decision-makers about the factors that convince them to buy or make a buying decision. Also, add their expectations from the product.
Now you also need to add your expectations about your buyer. You should know who you want to sell. For example, marketing automation software providers sell by targeting larger companies. They create different offers and feature sets for medium and enterprise sized businesses. From there, you can use a go-to-market platform like Dealfront to find your ideal customer. With Dealfront Connect, businesses can reach out to relevant companies at the right time.
Once you have completed your persona, you can use it for marketing purposes. You can segment different buyer personas for different industries. For example, businesses who want to buy an email marketing tool have different preferences and needs based on whether they are SaaS, healthcare, or government.
Buyer personas help businesses to market their products to the right customers. Companies that use buyer personas for marketing have a 73% higher conversion rate. Additionally, companies can create a B2B customer journey map along with buyer personas to develop a comprehensive understanding of their target audience and optimize their marketing strategies at each touchpoint.
Use different marketing mediums like email and social media to reach your buyers. Use personalization for marketing. For example, if you send an email, write the reader’s name. This builds confidence within the readers. Usage of buyer personas increases email open rate by 2 - 5 times.
A unique selling proposition or unique selling point (USP) is used to differentiate your product from others. The best type of USP is which highlights the unique benefits of your product to buyers. Sellers who highlight their USPs and use it in their marketing campaigns are more successful.
Companies that promote their USP have benefited in building trust within their buyers and increasing their customer base.
For example, Coca-Cola has stayed relevant since 1886 by promoting its taste as a means of refreshment and happiness. Today, it is the world’s largest beverage brand with over 500 products.
Apple promotes the iPhone as the world’s thinnest smartphone. Although that may not be enough to dominate 62% of the global smartphone market, iPhone has also become a part of the culture and a status symbol which are of unique value.
Deliver rich content
We have read the famous Bill Gates quote many times that "content is king". The Microsoft founder is not a content creator. But he understands the importance of content marketing. Microsoft has used content to create different marketing campaigns to promote its operating system called Windows. This content marketing has enabled Microsoft to generate sales in Windows throughout the years.
Similarly, content is important in B2B marketing. According to a research by Thrive My Way, 52% of B2B buyers prefer to buy from companies that create content. If you provide strong content then you can attract more buyers and gain more sales.
What type of content do you ask? Well, you can write blogs to promote your product. You can also promote your content by creating ads. Use different mediums like videos or images. Deliver rich content to attract audiences.
Effective marketing campaigns can generate more sales. Problem-solution advertising and competitive marketing campaigns are very effective. Either you identify problems and provide solutions with the product or you identify flaws of your competitor’s product and provide solutions in your product. Just like the funnel content which helps the brand to attract prospects and boost their sales.
Market on multiple channels
Technology has experienced a lot of growth. Thanks to this advancement, there are multiple online channels today. It is easy for you to run your businesses on multiple channels.
Omnichannel strategy is very successful in B2B marketing. 94% of decision makers believe that B2B omnichannel marketing is more effective now in 2022 than ever before.
Not only marketers but B2B buyers also prefer to buy from multiple channels. Buyers use more than ten channels to buy online. 35% of buyers are willing to spend at least $500,000 through multiple sales channels.
In the B2B business, you can sell through multiple marketing channels to convince all kinds of buyers. It can be your:
Website
Email list
Youtube channel
Social media accounts on social media platforms such as Facebook, Twitter, TikTok, and Instagram
Community groups such as Slack and Facebook
Mobile application
Brick-and-mortar store
Spread your availability everywhere to reach more buyers. This is an effective profitable B2B sales strategy.
Gain leads on social media
Social media is a very powerful tool today. Global digital insights website Data Reportal reports that 4.62 billion people use social media in the world. It makes up about 58% of the world’s total population. According to a recent study, collaborative research by LinkedIn and IDC states that social media advertising influences 75% of B2B buyers in making their purchase decisions.
B2B marketers understand this behavior of B2B buyers. Therefore, 89% of B2B content marketers use social media to promote their content as per review by Content Marketing Institute. If you promote your product on social media you can gain leads. The power of social media can spread your marketing message to so many people. Effective marketing can convert leads into sales.
Social media marketing has generated a return on investment (ROI) for 66% of B2B marketers. Last year, social media became the top marketing tool for B2B marketers with 82% of marketers promoting their products on social media.
Share testimonials
Through Julius Caesar’s experiences in the Civil War against Pompeius, he taught us that experience is the teacher of all things.
As a B2B seller, you need to encourage your current buyers to share their experiences with others. Show their testimonials and case studies. It builds trust for your product with new buyers. 88% of B2B decision-makers say that recommendations drive their buying decision during research.
Displaying customer testimonials on your home page can increase your revenue by 62%. So, show both positive and negative customer testimonials to visitors for a better understanding of your product.
Conclusion
With the above-mentioned statistics, it is proven that these sales strategies have been positively effective for B2B sellers and buyers. Sellers have not only gained leads but have also generated sales by implementing these strategies.
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