B2B marketing strategies are drastically evolving. Innovative solutions are yielding quicker and more effective results. Whether you’re struggling with an upcoming campaign or want to optimize your current campaign, it’s important to develop robust strategies. One that is in line with the latest trends to ensure you don’t fall behind and lose out on a valuable segment of customers.
 
With many tools available in the market, distinguishing the best options for your B2B strategy can often be difficult. But worry no more! Follow this step by step guide to creating exceptional B2B marketing strategies.
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Step 1: Understand Your Sales and Marketing Funnel

It’s no secret that B2B sales funnels are generally much lengthier than B2C funnels. Even so, your company’s funnel will look different from any other B2B company’s. Make sure you understand how you acquire customers, and signals that they’re moving along the funnel. Use these signals as a basis for your key performance indicators (KPIs).
 
Some examples of these signals, or KPIs, could be:
  • The user visited a specific site page
  • The user filled out a contact form
  • The user engaged with your social media channels
  • The user subscribed to your newsletter
  • The user registered for your event
  • … and so on.

Step 2: Assign Owners to Your KPIs

Give your marketing team a purpose. Assign a KPI for each member of your team to own. Giving your team members a measurable result to achieve is extremely motivating. The KPI owner will be more likely to flag and address challenges, and work toward significant milestones.
 
Make sure to include both long-term and short-term targets. Long-term targets help your team see the big picture, and evaluate trends. Short-term targets make processes easier to understand and evaluate. They also break big projects up so that planning and taskwork feel more manageable.

Step 3: Create Buyer Personas

Using the information you have about your customers, create buyer personas. Go through your CRM tool and find out which buyer roles are contacting you first. Go through analytics tools to find out how they came across you. Go through your sales calls and understand what questions they’re consistently asking. Then ask your past customers what the bets and worst part about working with you was!
 
All of these items will help you build out your buyer personas. List out everything you know they do before they become a lead, as they’re going through the sales process, and just before they purchase. This will help you develop a better understanding of your clientele, and find better ways to lead them through your funnel. Many companies even name their personas to help humanize them even further!
 
Pro-tip: many B2B companies create multiple buyer personas based on their customer segments. Don’t be afraid to target multiple personas yourself!

Step 4: Build A Brand Persona for Your B2B Marketing Strategies

You should have a good idea about who is approaching your for services and what actions they take through the funnel by now. You might even have a name for them! Now comes the fun part.
 
Your marketing materials need one clear voice, look and feel. Consider how your brand’s ‘persona’ could affect your market reputation and perception. A well-branded business, paired with the value that you provide to your audience, powers customer advocacy. This helps a increase your customer base, with lesser marketing efforts in the long run. How do we do this?
 
Well, it’s simple. First you find commonalities amongst your customer personas. For example, what are some common pain points they all want to resolve through your products and services? How do they want to be spoken to? From an authoritative expert who can solve all their problems? From an approachable source who collaborates with them to solve problems? Whatever tone works best for your audience, lean into it hard.
 
What colors and images are they most engaged with? Use the graphics that get the best reactions as your brand colors. Take note of the words and phrases they use, too. Then use those words in your own marketing materials.

Step 5: Meet Your Customers Where They’re At

 It’s one thing to talk the talk (of your customers), but it’s another to meet them where they’re at. A key component of your B2B marketing strategies will be to find out where you should spend your efforts. for this, you can refer back to your buyer personas. You know where your customers are coming from. Invest your time in the channels that get you customers, then scrap the ones that aren’t.
 
This is easier said than done for many marketers. Shiny, new communications channels crop up every week, it seems, and everyone buys into the hype. While testing new channels out is always important, never ignore something that gets you proven results.
 
Do your customers attend a specific event each year that you could exhibit at? Great! Lean into that. Make sure you optimize your content for Bing. Do your leads compare you to other similar companies before they seal the deal? Make sure you optimize your product pages on platforms like G2 and Capterra to give you a leg up.
 
It is crucial to develop a deep understanding of what your target customers do before and after they become a lead. This understanding will help you meet them where they are at any point in the funnel. Once you get the hang of it, you’ll be answering questions your prospects didn’t even know they had!

Step 6: Create Communities

B2B companies rarely ever target one single persona. They usually tailor their core product to a variety of roles or industries. One thing remains constant, though: your product. There’s a lot of power behind that commonality. Enough, in fact, that you could create communities around your specific area of expertise.
 
Look into social platforms that support communities, such as Facebook and LinkedIn, and evaluate whether your target audience could make use of such an endeavor. You could also start a forum on your own website where users submit questions or feedback and can interact with each other.
Communities are a useful aspect of B2B marketing strategies. Not only do they help you stay connected to your customers, they also position you as a thought leader in your field. Communities connect customers to customers, thus perpetuating referrals and word-of-mouth marketing. A well managed community is a win-win for a company!

Step 7: Repurpose Your Content

Don’t waste time developing brand new content for every format when you can just repurpose the same content multiple ways. Repurposed content allows you to share the same information in the way various audience members want to consume it. Remember: even though you have a buyer ‘persona’ planned out, everyone retains information differently. While one prospect might read a blog, another might prefer to see an infographic on the same subject matter.
 
The easiest way to start creating repurposed content is to create one long-form piece that can be repurposed into smaller items. For example, perhaps you create an eBook as the core piece of content, and from there you create smaller blog articles, social posts, newsletters and videos. Easy, right?

Final Thoughts

B2B marketing strategies are rooted in customer-centric principles. It’s crucial to know your customers, build buyer personas and solve critical problems through your marketing. Of course, your product or service also needs to add value to the lives of those you are pitching it to. While it’s important to evolve with the marketing landscape, make sure you’re still zoned in on the things that yield results.
Know what your customers want and and use techniques that will highlight your products in the best way.

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