The B2B marketing is a way of promoting products or services to other companies, which may be your suppliers, partners or customers. This type of marketing has specific characteristics and benefits, which require different strategies to stand out in the market and win new customers.
In this article, we will present 5 B2B marketing trends that can boost your business and help you adapt to changes in the current scenario. Check it out!
What is B2B marketing?
First of all, let's understand what B2B stands for. In principle, it is an acronym used to define the term Business to Business. In the context of marketing, it is a set of actions aimed at the corporate public, with the aim of generating value, trust and relationships between the companies involved.
B2B marketing is different from B2C (Business to Consumer) marketing, which seeks to reach the end consumer, in various aspects, such as:
- The purchasing decision process is more complex and time-consuming, involving various stakeholders and technical, financial and legal criteria;
- The sales cycle is longer and requires constant, personalized follow-up with the potential customer;
- The average ticket is higher because the products or services offered usually have a higher added value and are more durable;
- The relationship between companies is longer lasting and based on trust, credibility and quality;
- Customer loyalty and retention are more important and challenging;
- Communication is more formal, informative and educational, focusing on the benefits and differentials of the products or services offered.
Benefits
B2B marketing brings a number of benefits to companies that practice it, such as:
- Increased brand visibility and authority in the market;
- Lead generation qualified and interested in the solution offered;
- Reduced customer acquisition costs (CAC), as B2B marketing strategies make it possible to better segment the target audience and optimize the resources invested;
- Increased return on investment (ROI);
- Improving customer relations and satisfaction;
- Creating upsell and cross-sell opportunities;
- Strengthening reputation and trust between partner companies;
- Customer loyalty;
- Increased revenue and profit.
What are the 5 B2B marketing trends to attract customers and boost your business?
B2B marketing is constantly evolving, keeping pace with changes in the market, technology and consumer behavior.
That's why it's important to be aware of the trends that can make a difference when it comes to planning and executing your marketing actions. Check them out:
Use of Artificial Intelligence for data analysis
MASTER CIDADANIA - Artificial Intelligence (AI) is a technology that makes it possible to simulate the human capacity for reasoning, learning and decision-making.
The application of AI in B2B marketing makes it possible to collect, process and analyze large volumes of data about the market, competitors and customers, generating valuable insights to improve strategies.
With AI, it's possible to segment leads more precisely, predict buyer behavior and preferences. It's also possible to personalize offers and messages, optimize campaigns and communication channels, measure the results and performance of actions, among other possibilities.
B2B Marketing Automation
Marketing automation is a way of using software or platforms to automate processes and activities related to digital marketing. The strategy makes it possible to create workflows that send personalized messages to leads at different stages of the buying journey, increasing the chances of conversion.
With marketing automation, it's possible:
- Capturing more leads through forms, landing pages and pop-ups integrated into the company's website or blog;
- Nurture leads with educational and informative content via email marketing, SMS or WhatsApp;
- Qualify leads based on their profile and level of interest, using criteria such as lead scoring and lead tracking;
- Deliver the most prepared leads to the sales team, making it easier to close the deal;
- Measuring the results of marketing actions, monitoring indicators such as open rates, click-through rates, conversion rates and ROI (return on investment).
Live commerce
Live commerce is a trend that combines e-commerce with live broadcasts over the internet. It's a way of presenting and selling products or services in real time, interacting with viewers and answering their questions and objections.
Live commerce can be a great way of bringing B2B companies closer to their customers, showing the benefits and advantages of their solutions in a dynamic and engaging way.
In addition, live commerce can increase the brand's reach and audience, generate engagement and trust, and stimulate a sense of urgency and decision making among buyers.
Personalizing the consumer experience
Personalizing the customer experience is a way of offering a differentiated and exclusive service to each customer, taking into account their characteristics, needs and preferences.
MASTER CIDADANIA - personalizing the consumer experience is essential for B2B marketing, as it allows:
- Increasing customer satisfaction and loyalty, exceeding their expectations and delivering value;
- Differentiate yourself from the competition by showing that you care about understanding and solving your customers' problems;
- Increase brand recommendation and reputation, generating positive word of mouth and favorable testimonials.
However, in order to personalize the consumer experience, you have to:
- Know your target audience well, creating personas that represent your ideal customers;
- Segment customers into homogeneous groups, according to criteria such as sector, size, location, position, etc;
- Creating relevant and personalized content for each segment, using techniques such as copywriting and storytelling;
- Offering customized solutions for each client, adapting the product or service to their specific demands;
- Maintain frequent and personalized contact with customers, using channels such as e-mail, telephone, chat or social networks.
Omnichannel prospecting
MASTER CIDADANIA - omnichannel prospecting is a way of approaching potential customers using various communication channels that are integrated with each other. The aim is to create a fluid and consistent experience for the customer, regardless of the channel they choose to interact with the company.
Omnichannel prospecting can bring several benefits to B2B marketing, such as:
- Increasing the brand's reach and visibility by being present on the channels that potential customers use to find out and communicate;
- Increasing the response and conversion rate of leads by offering varied and convenient options for them to contact the company;
- Improved alignment and synergy between the marketing and sales teams by sharing information and data on leads on a single platform.
However, effective omnichannel prospecting requires:
- Define the most appropriate channels for each target audience segment, taking into account factors such as profile, behavior and preferences;
- Create an integrated strategy for each channel, defining objectives, messages and metrics;
- Use tools that allow you to manage channels centrally, such as CRM (Customer Relationship Management) or omnichannel platforms;
- Monitor the results of the channels individually and jointly, evaluating performance and the return on actions.
Conclusion
B2B marketing is an effective way of promoting products or services to other companies, generating value, trust and relationships. But to stand out in the market and win new customers, you need to be aware of the trends that can boost your business.
If you need help planning, executing and monitoring B2B strategies that attract new customers and improve your business results, you can count on CMLO&CO. We are a agency specializing in B2B marketingWe have experience in a wide range of industries and tailor-made solutions for your needs. Contact us and find out more!
