Welcome to the interesting world of How the hell do I position myself with my B2B clients?… they all have a different character, each company has its own essence, they all ask me for different things, and they all have a different process… and better yet, in all companies, there is Laurita from accounting who “loses” our OC or Pedrito from systems who swears that our email “did not arrive.”

This post is to help you, the marketing manager or for you, the owner of the company, so that you know what to ask of the area, (or at least so that you don’t feel out of place with the millennials in your area of marketing.)

The first step to a successful strategy is to deeply understand your audience. In B2B, (business to business) this means knowing the needs, challenges, and decision-making processes of the companies you want to connect with.

USE A CRM (Please):

CRM and Interaction Management: CRM platforms are essential for managing interactions with current and potential customers. They allow you to centralize information, follow interactions in various channels and optimize lead tracking. This approach ensures that no important prospects are lost in the sales process (or taken away by your salesperson if they change companies).

Create High Value Content:

Since the B2B audience seeks detailed and technical information, the content offered must be educational and deeply informative. It’s not just about posting on blogs or social media, but creating materials such as webinars, detailed case studies, white papers, and demo videos that show the value and effectiveness of your products or services.

Inbound Marketing and ABM:

The combination of Inbound Marketing and Account-Based Marketing (ABM) is powerful. While inbound attracts a broad spectrum of potential customers through relevant content, ABM focuses on specific high-value accounts, offering personalized solutions. This duality ensures broad coverage without losing sight of the most valuable prospects.

Influencer Marketing in B2B:

Collaborating with influencers and thought leaders in your industry can increase credibility and expand your company’s reach. It is important to choose influencers who have real authority and knowledge in your industry, as their endorsement can be crucial in gaining the trust of potential clients.

Listening and Continuous Adaptation:

Staying updated with trends in your industry and actively listening to your audience is key. Use surveys and feedback to understand and respond to your customers’ changing needs. This adaptability not only improves relationships with customers, but also guides the development of products and services.

Advertising on Social Networks and Optimized Landing Pages:

Social media campaigns should direct traffic to specific, well-designed landing pages. This ensures that visitors focus on the desired action, such as filling out a form or downloading a resource, without unnecessary distractions.

SEO for Visibility and Lead Generation:

A solid SEO strategy ensures that your website appears in relevant search results, which is crucial AND VITAL as many B2B customers begin their purchasing process with an online search.

Investing in SEO not only improves visibility, but also attracts quality leads.

Segmented Email Marketing:

Email marketing allows you to send personalized messages to different segments of your audience. This personalization can significantly increase open rates and engagement with your content. Additionally, email marketing is a continuation of a comprehensive marketing strategy, keeping leads informed and engaged over time.

Social Selling and Strategies on LinkedIn™:

In the B2B environment, social networks, especially LinkedIn™, are essential for social selling. An active and strategic presence on LinkedIn™ can help build relationships, demonstrate expertise, and directly reach decision makers at target companies. Personalization and relevant content are key to standing out on this platform.

Integration of Emerging Technologies:

Consider incorporating emerging technologies such as artificial intelligence and machine learning to personalize customer experiences and automate processes. These technologies can offer deep insights into customer preferences and help optimize marketing and sales strategies.

Development and Participation in Virtual Events:

Virtual events and webinars are increasingly important in B2B marketing. They offer a platform to share knowledge, present products and services, and establish valuable connections with potential customers and partners.