When people think of marketing campaigns they usually picture B2C brands, business to consumer, instead of B2B brands, business to business. But, the B2B customer is becoming increasingly aligned with the habits of the B2C consumer.This shift is changing how B2B brands should be marketing towards their customers. Instead of marketing towards a corporation as a whole, brands should be identifying key decision makers within a corporation and marketing towards them. This is known as account-based marketing, or ABM. There are three distinct types of ABM that have emerged among B2B marketers, according to ITSMA. In each ones, marketers should be:
One-to-Many ABM- using technology to target accounts, market to individuals within those accounts and track results broken down by account
One-to-Few ABM- working with a specific sales team to focus on small groups and cluster of accounts with similar business directives
One-to-One ABM- working with an account team to develop and implement highly customized programs for each individual account
Thanks to AI, B2B brands can easily implement one-to-one ABM, just like B2C brands. AI can help B2B brands map out the customer journeys of key contacts within their target corporations. Accenture found that “71 percent of B2B executives say customers increasingly expect B2C-like experiences compared to just a few years ago”. However, “almost 50 percent of B2B executives admit to failing to deliver the superior experiences that customers now crave.” With a shift in B2B marketing, brands now need to try different strategies.
While it’s important to find business leads the old-fashioned way, automating business leads can be beneficial for brands big and small. You can set demographics like industry, business size, revenue and more to find the most likely candidates for your marketing efforts. You can look for tools that can:
Automate marketing to increase leads and accurately measure results
Automate email send-outs, follow-ups and track everything within a spreadsheet
Compile key information about potential business leads with forms and surveys
When we hear the word “influencers”, we think of YouTube or Instagram stars– which doesn’t make a lot of sense for the B2B industry. Although B2C brands dominate the influencer channels, there are business-oriented influencers that can reach audiences in the B2B sphere.
Put More Effort Into Email Newsletters
Email newsletters are getting a makeover for the B2B industry– they’re starting to serve a higher purpose. Like B2C email newsletters, B2B brands are developing newsletters that tell stories they think their customers should know and proves their differentiators. Subject lines should be clean and creative to keep out of spam folders.
Tell A Story
Web copy is increasingly important with B2B marketing, and with one-to-on ABM. Many B2B brands make the mistake of talking to their customers as corporations and not people within a corporation. B2B customers have many personalities and behaviors that can be tapped into with a strong brand story. Personalization is the root of all marketing now, B2B and B2C alike. Nearly 85 percent of marketers report that ABM delivers higher ROI than marketing directly to to corporations as entities. With new technologies available, brands are so much closer to understanding their customers and it’s time to implement in your brand’s marketing strategy.