B2B marketing isn’t a mystery. In fact, it’s the bread and butter of many people’s success.
If you are new to the market – welcome! You have a lot of catching up to do. If you’ve been around and you think you are on top of everything – consider this a test of your B2B marketing knowledge.
Regardless if you are a newbie or a seasoned vet – we all know the importance of a killer marketing strategy.
Drawing from the knowledge of some of the best and brightest, here are 9 B2B that you should already know, but probably don’t.
1. Content Marketing Isn’t Just for B2C
“Content Marketing, as most people know, is often targeted to end-users and alike. However, many of the organizations and marketers today would rather cater their products and services to other businesses instead of consumers are also expediting a lot in this so called ‘marketing wave of the future,” Pete Walker says on Walker Techarts.
Well-known brands such as Microsoft and Adobe excel in B2B content marketing. Of course, there are differences between B2C and B2B content marketing, but the point is engaging an audience with value-driven content.
2. Almost Half of All B2B Decision Makers Are Millennials
“Millennials make up a huge percentage of the world population, but their influence in the field of B2B marketing is even bigger… Google surveyed about 15,000 researchers in 2014 and found that 46% — almost half of the entire sample — are comprised of millennials ages 18-34 years old,” Josh Javier says in a post written for Spiralytics.
Now that millennials comprise such a large percentage of the work force, marketing and advertising is shifting gears to focus on them more than any other demographic. Millennials is now one of those buzzwords in every marketer’s vocabulary.
3. You Can Get Higher B2B Conversion from LinkedIn
“Probably the most compelling fact is from LinkedIn around B2B conversion and the Hubspot study done back in 2012 that listed LinkedIn as being nearly 3 times higher for B2B conversion than Twitter and Facebook,” Karen Hollenback says.
As a LinkedIn Training & Social Strategist for ThinkBeSpoke she knows “this is true because LinkedIn gives you permission to talk business more than any other platform.”
4. Lead Generation Is More Important Than Sales
“Lead generation is actually rated as more important to B2B marketers than sales, at 85% v 84%” Louis Foong writes in a post for CustomerThink.
The goal of B2B marketing is to generate leads, not sales. This is a much more valuable metric for marketers because it’s a truer reflection to the attention garnered by their input.
Of course, just generating leads isn’t enough – you need sales to succeed.
“Nearly one-half of all conversions are things other than sales leads — including customer service requests and incomplete form submissions — so being able to validate which ones are leads and which aren’t is crucial,” says Matt Haag, Owner of SimpleData.
5. In-Person Events Are the Most Effective B2B Marketing Tactic
Of course, this isn’t the 1950s, but in-person events still allow for the best engagement between a brand and its audience. You can strengthen relationships at events by getting that all important handshake and eye contact that we miss out on so often these days. Almost nothing can beat true human contact for building a relationship.
6. B2B Prospects Do More Research
Business owners do more research on average before making a decision. This is a key reason why content marketing is so important for your B2B strategy. Executives and key decision makers seek content that answers their questions. It has to be highly detailed, educational, and back up with hard data. According to the CMI, 88% of B2B marketers use content marketing – are you one of the 12% that don’t?
7. Blogging An Essential B2B Marketing Tool
According to CMI, blogging is the third most widely-used marketing tactic. Just like social media, blogs are easy to use, and cost effective. It takes very little to no money to start a blog and provides a solid foundation for SEO and content marketing strategies.
8. B2B Prospects Don’t Trust Ads
80% of B2B decision makers don’t get their information from ads. They get their information from articles. In addition, millennials as a demographic just don’t trust ads. In fact, they comprise more than 40% of ad blocker users and if you recall, they make up half of all B2B buying decision makers.
9. Not Everything Is Digital
This means that some classic marketing tactics still work in today’s digital world. According to MediaPost, trade shows still remain one of the top source for lead generation with 77% of marketers saying that they generate a high amount of leads from events.
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