Business To Business

(B2B) Marketing
Vishakha Bhattacharya
What is B2B Marketing?
What is B2B Marketing?
 B2B marketing, which can be called as
Business-to-Business marketing, is
defined by Linkedin as the activities of
studying and managing relationships
with another business or organization. It
may sound quite similar to consumer
marketing but it is totally different when
you take a closer look in some aspects
of business marketing.
 Any company that sells to other
companies. This can come in many
forms: software-as-a-service (SaaS)
subscriptions, security solutions, tools,
accessories, office supplies, you name it.
Many organizations fall under both the
B2B and B2C umbrellas..
How to create B2B Marketing Strategy
How to create B2B Marketing Strategy
 Develop an Overarching Vision
Before any decisions are made, you’ll want to select specific and measurable business
objectives, then lay out the framework for how your B2B marketing strategy will achieve
them.
 Define Market and Buyer Persona
B2B products and services are usually marketed to a distinct set of customers with
particular challenges and needs. The more narrowly you can define this audience, the
better you’ll be able to speak to them directly with relevant messaging.
 Identify B2B Marketing Tactics and Channels
Once you’ve established solid intel around your target audience, you’ll need to determine
how and where you intend to reach them. The knowledge you’ve attained through the
previous step should help guide this one.
  Create Assets and Run Campaigns
Follow best practices for each channel you incorporate into your strategy. Critical
ingredients in effective campaigns - a message your team wants to spread that’s typically
tied to a desired action -  include a creative approach, useful insights, sophisticated
targeting, and strong calls to action.
How to create B2B Marketing Strategy
 Measure and Improve
This is the ongoing process that keeps you moving in the
right direction. In the simplest terms, you want to figure
out why your high performing content performs and why
your low performing content doesn’t so that you can make
smarter decisions concerning your money and time
Types of B2B Marketing
 Blogs: A mainstay for almost any content team. Regularly updated blogs provide organic
visibility and drive inbound traffic to your site. Your blog can house any number of different
content formats: written copy, infographics, videos, case studies, and more.
 Search: SEO best practices change as often as Google’s algorithm (a lot), making this a
tricky space to operate in, but any B2B marketing strategy needs to account for it. Lately the
focus has been shifting away from keywords and metadata, and more toward searcher intent
signals.
 Social Media: Both organic and paid should be in the mix. Social networks allow you to
reach and engage prospects where they’re active. B2B buyers increasingly use these
channels to research potential vendors for purchase decisions.
 Whitepapers/eBooks: Standalone assets containing valuable information, these
downloadable documents can either be gated (meaning a user must provide contact
information or perform another action to access) or ungated.
 Email: While its effectiveness is waning somewhat in the age of spam filters and inbox
shock, email won’t disappear anytime soon. To work around overloaded inboxes,
 Videos: This content type can be applied in several of the previous categories mentioned
here (blogs, social media, emails) but is worth singling out because it is growing so
important to B2B strategies.
Types of B2B Marketing
 Conferences/Trade Shows: Trade shows are evolving from traditional networking events
into immersive experiences that excite the consumer. Companies from all different types of
industries are taking advantage of the many benefits of trade show marketing. And there’s
no shortage of ways to make an impact.
 Word-of-mouth/referrals: Word of mouth marketing or (WOMM) is an action taken by a
company that ends up motivating people to talk about their products, services, or brand
spontaneously. It’s also an action taken by the mouth (or person) that recommends your
product since he or she is putting their credibility or social currency on the line.
 Traditionally, word of mouth marketing was spread from one person to another based on
recommendation.
 Modern word of mouth marketing describes both targeted efforts and naturally occurring instances
where users share their satisfaction with a brand.
THANK YOU