The goal of business is always to sell to people. But the truth is that human beings do not behave the same way when we buy something for different purposes. For example, it is not the same to buy a product for our home as to buy one for our business. That leads us to sales strategies aimed at placing products in other companies. Do we wonder what the most successful B2B remarketing strategies are?
Companies and their members must know which category they belong to and which strategies best suit their target audience.
What is B2B Marketing (What is Remarketing Strategy)
The marketing B2B or marketing Business to business (business to business) focuses on helping companies that sell to other businesses publicize their products and services, attract more customers, and ultimately sell more.
Thus, the marketing business to business would be responsible for creating, delivering, and communicating the value of a particular product or service to a client company, not a final consumer.
And this change, in the end, customer, totally determines the type of strategy, language, and actions that will work. So, it was the remarketing strategy definition, and now let’s have a look at its importance.
The Importance of B2B Marketing
As already mentioned, the term B2B represents the commercial relationship between companies, in which the final public is composed of legal entities.
Therefore, B2B marketing is exclusively aimed at trade between organizations, determining a series of strategies and actions for companies to gain greater visibility and authority, attract customers and increase sales.
By communicating to a more demanding target audience, focused on profit and price, B2B marketing must prioritize its actions to generate qualified leads.
Applying appropriate and well-planned strategies helps to create a more durable relationship between customer and supplier. Thus, B2B marketing must be present in all sales funnel stages, including after-sales, with short, medium, and long-term actions.
Examples of B2B Companies
An example of a B2B company can be Dropbox For Business. It is the Dropbox drive designed to help businesses dynamically transfer files without risk of loss. The problem it solves is the specific need to make collaborative work viable and dynamic.
Another example is Facebook Ads, a Facebook unit that helps companies advertise their products, events, or content. Facebook Ads takes the ability to target ads on a large scale one step further.
We could also mention the business version of Zoom that offers video conferencing and real-time messaging for content exchange and meetings between teams. It is one of the solutions that has grown the most in the last year, facilitating remote work in many companies.
As we can see, these business units are oriented to sell services or products that solve the specific needs of other companies. There are more b2b remarketing examples which will inspire you; just choose the brand parallel to your sector.
Successful B2B Marketing Strategies
The difference between B2B marketing and B2C marketing is the same as between wanting and needing. The final consumer generally wants the products, although he does not always need them. That is why companies appeal to your emotions and feelings through marketing. B2C buying cycles are shorter and require fewer interactions.
Instead, a business buys the products it needs to function better (cut costs, sell more, make more profit). B2B strategies are more thoughtful since they usually go through more extensive control and decision processes that involve several areas. Also, you can use these strategies as a b2b remarketing strategy.
Some recommendations for establishing successful B2B marketing strategies are as follows:
1. Content Marketing
Saying that your product or service is the best option for the consumer will hardly convince them to purchase, especially when the target audience is other companies.
In the B2B sector, buyers are motivated by logical reasons and need efficient solutions to their demands. Thus, producing well-crafted content becomes an important marketing strategy to educate the public and build a relationship between the brand and the customers.
However, it is important to emphasize that consumers in the B2B sector expect relevant and well-detailed content related to the company’s area of operation. Thus, a longer text concentrates more information and demonstrates the organization’s experience in the subject.
A well-executed content marketing strategy can represent fewer costs with paid ads, as the site’s SEO improves and helps the company’s ranking on Google organically (free of charge).
Both in the digital world and outside it, sharing has become a widespread idea among people.
In marketing, this concept of sharing can also be applied, giving rise to co-marketing, a strategy that consists of joining efforts between companies with common audiences but not direct competitors.
As a result, co-marketing can provide greater reach and market recognition for reduced costs.
3. Video Marketing
The use of videos as marketing tools has become a trend among companies from different sectors.
According to a survey, 85% of companies currently use video in marketing strategies. Of this percentage, 99% of respondents want to continue using video content in 2022.
In B2B marketing, videos become an interesting strategy for companies to tell stories and convey messages more effectively.
After all, this type of content is more interactive, has greater chances of going viral, and can present various formats, such as institutional and educational videos, products, success stories, customer testimonials, among others. We consider it is the most effective b2b remarketing strategy.
4. Attendance at Events
Events, fairs, and conferences represent great dissemination opportunities for companies operating in the B2B segment.
Participating in an event dedicated to the company’s activity area, for example, helps in brand recognition and can make the business a reference in the market.
However, it is necessary to have efficient marketing strategies to engage the public and build a relationship. Actions such as lectures, workshops, debates, and presentations are ideal for presenting the company as a reference on the subject and arousing people’s interest in the organization’s solutions.
5. Humanized Marketing
Although the B2B sector encompasses the commercial relationship between companies, business-to-business marketing strategies must consider communication made from people to people.
In this sense, betting on humanized marketing without leaving aside technologies such as Artificial Intelligence and chatbots is a valid strategy to develop more authentic relationships with the public and improve the customer’s experience with the brand.
As you have seen, the marketing strategies of the B2B sector must be designed considering an even more demanding audience that seeks to solve their demands with greater logic and efficiency.
If you are looking for an effective marketing plan for your B2B company, count on the professional assistance of an agency.
6. Make Good Use of Metrics.
B2B marketing must be 100% measurable. Today some tools allow good monitoring, and it is very important to discover the most effective actions to focus on them. The most important metrics to measure the effectiveness of a strategy are:
- Revenue growth
- Customer satisfaction
- Customer retention rates
- ROI of Marketing actions
- Generation of leads or potential clients.
Also, you can use these methods as b2b remarketing strategies.
B2B Strategies: Better Sales and Processes For Your Business
There are countless business-to-business companies, and these are very far from each other. However, by applying the correct B2B strategies, you will be able to notice a significant increase in sales and efficiency in your business processes.
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