B2B Marketing in 2021 – The Ultimate Guide

What Is B2B Marketing?

Business to Business marketing refers to the marketing of products/services to other businesses and organizations via various marketing channels.

Who is B2B Marketing For?

Any Business that sells products or services to other Business. This can come in several forms like software-as-a-service (SaaS) subscriptions, hardware solutions, security solutions, tools, accessories, office supplies, and etc…,

Difference between B2B Marketing vs B2C Marketing;

In B2C marketing the purchase decision was made by just an individual wherein B2B marketing the purchase decision was made by multiple individuals/stakeholders.

Marketing to individual consumers is very different from marketing to business. That’s why we need to follow a different marketing method to attract B2B prospects.

B2B Marketing;

B2B Marketing targets the pain points, interests and needs of individuals who are making purchase decisions on behalf of their organization, that’s why an organization becomes the customer not the individual who made the purchase on behalf of the company.

An example of B2B company:

  • A HR software company that sells payroll software tool, talent management software, and other human resource software tools to businesses and organizations (like SAP)

B2C Marketing;

B2C Marketing target the pain points, interests, and needs of individual consumers who are making purchase decisions on behalf of themselves, that’s why an individual becomes the customer.

An example of B2C company:

  • An e-commerce company that sells clothing and other accessories directly to individual consumers (like Amazon).

Top 9 effective ways to promote your B2B Business

  1. Email Marketing
  2. Social Media Marketing
  3. Search Engine Optimization (SEO)
  4. Paid Search Advertising
  5. Pay Per Click Advertising
  6. Blogs
  7. Events and Trade Shows
  8. Content Marketing
  9. Webinars

B2B Email Marketing;

Email marketing is an effective way to promote your content, nurture your leads, and progress them down the marketing funnel.

According to a survey, 84% of B2B companies use email marketing as a part of their content marketing program, and 40% of B2B marketers say email marketing is the most critical method to their content marketing success.

B2B Social Media Marketing;

Social Media Marketing is the one of the best ways to reach wider audience across various locations. Social Media platforms allow you to reach, and engage prospects where they’re active.

B2B buyers actively use these channels to research potential vendors for purchase decisions. Social Media marketing can be done by organic as well as through paid advertising.

LinkedIn, Twitter and Facebook are the three most used social media channels by B2B marketers.

  • 75% of B2B buyers use social media to support their purchase decision. (Source – IDC)

B2B Search Engine Optimization (SEO);

SEO is a digital marketing strategy designed to help your company website pages rank higher in search engines, like Google, Bing, Yahoo, and etc.., It is an organic way to drive traffic to your company website.

  • 90% of B2B decision makers who are online use search specifically to research business purchases. (Source – Google, 2015)

B2B Paid Search Advertising;

Paid search advertising is one of the best ways to target potential customers who are actively searching for a product or service like yours via different search engines like Google, Bing and Yahoo.

B2B Pay Per Click Advertising;

Pay Per Click is an online advertising model in which advertisers pay each time a prospect clicks on one of their online advertisements via different search engines like Google, Bing, Yahoo, and etc…,

B2B Blogs;

Every business needs a blog page where you can create various blogs relevant to your business which can help to educate your target prospects and store all the contents you create for your website visitors to read and subscribe to your email newsletters.

  • 81% of business researches reported their blogs as being critical asset to B2B lead generation activity. (Source – Nurture)

B2B Trade Shows and Conferences;

Conferences and Trade Shows are events collectively organized by several companies or industrial associations. Companies from a specific industry come together to display the services, and products they offer to their potential prospects.

B2B Content Marketing;

According to a survey, 92% of marketers said their organizations values content as a critical business asset. Content marketing includes any digital marketing effort that uses content assets like (blog posts, info graphics, e-Books, videos, etc) to create brand awareness or drive clicks, leads or sales.

B2B Webinars;

B2B webinars provides companies an opportunity to target and educate the target prospects on the benefits, and advantages of their specific product or service offerings.

Webinars help to connect with a broader audience, in a single session it allows you to connect with as many prospects as possible from several locations.

Webinars provides an opportunity to have a dialogue with interested participants where the prospects can raise their business paints points, and the webinar organizer can respond to how to overcome those challenges.

According to Demand Gen research, the five most important factors for B2B buyers evaluating solutions providers were:

  • Features or functionalities (73%)
  • Pricing (72%),
  • Reviews (59%),
  • Deployment time or ease of use (56%),
  • And the product or service provider’s ability to solve a pain point (47%)

Strategies for B2B Marketing

Focusing on your Target Audience is the best strategy to be successful in B2B marketing.

1. Identify your target accounts;

Identify your target accounts by using various parameters. For instance, define the industry, company size, location, annual revenue, IT budget etc.,

For example, let’s say a company selling Payment Gateway Software to Banking industry located in California, US, with an annual revenue of above 5million dollar with employee size of 20.

Now the marketer needs to create the target accounts according to the above-mentioned criteria. The target account list can be created with the help of various database marketing tools available in the market like DiscoverOrg, Reinking, ZoomInfo, Lead411, Dun and Bradstreet, etc…,

2. Define your target persona’s;

After creating the target account list based on choosing which industry you need to target, location, company size and annual revenue. Now you need to define the right set of contacts (Persona’s / Decision makers) to reach out to.

For example, let’s say a company selling Human Resource Software is identifying key decision-making roles within the select accounts. The list of key target persona’s (decision makers) might include the HR Head, Talent acquisition managers, CIO, and CTO.

The target account and target persona’s list can be created with the help of various database marketing tools available in the market like DiscoverOrg, Reinking, ZoomInfo, Lead411, Dun and Bradstreet, etc…,

3.Engage with personalized/targeted campaigns;

After identifying the target accounts and target persona’s(contacts), design and run coordinated and personalized campaigns to your target accounts. Personalized campaigns will increase your response rate.

What Is Social Listening and It’s top 5 Benefits?

The global social media analytics market size is predicted to grow USD 15.6 billion by 2025 from USD 3.6 billion in 2020, at a Compound Annual rate of growth (CAGR) of 34.1% during the forecast period. Source – Markets and Markets.

Social media listening just doesn’t help you only in monitoring, but also help you in analysis, provide insights and act on those opportunities.

Social listening provides brands a chance to track, analyse, and answer to conversations about them on social media.

Social listening is the process of monitoring your brand’s social media channels for any direct customer mentions/feedback of your brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to realize insights and act on those areas.

Top 5 Benefits of using Social Listening tool

1.Engage with your customers

Social Listening will help you in engage with your customers directly via social channels.

For instance, a customer has tweeted about your product/service on Twitter about how much they loved your product/service, or they may need help with your product/service.

You can directly respond to such requests using social listening tool.

2.Competitor Analysis

You can track about your competitor by using social listening tool. You can listen to what your competitors customers saying about your competitors product/service.

This insight will help you to work on your product/service, and how to manage your customers.

3.Identify pain points

Social Media listening provides an opportunity in understanding your customers pain points, and their challenges with your product/service.

By using this insight, you can tweak your existing product or add new feature to the existing product.  You can also improve your customer experience by responding to their pain points and challenges.

4.Increase Customer Retention

According to Sprout Social, 83% of respondents like when brands respond to questions, and 68% like when brands join conversations.

Being responsive on social media clearly makes a difference; after all, 48% of customers make a purchase with a brand who is responsive to its customers and prospects on social media. It helps you in increasing your customer retention.

5.Find Sales Leads

When a potential prospect asks about a product/service that they are consider buying by using social listening tool, you can track such potential prospect and can approach them directly with your product/service, and convert them into customer.

Grow your YouTube channel with TubeBuddy in 2021

YouTube is the second largest search engine with over 3 Billion searches per month.

What’s TubeBuddy?

TubeBuddy is used by more than 3000000 YouTube creators and Brands across globe.

TubeBuddy is a free browser extension and mobile app that integrates directly with YouTube channel and assists you with managing your YouTube channel.

Benefits of using TubeBuddy;

  1. Advanced Keyword search
  2. Cut publishing time in half
  3. Rank higher in Search results
  4. Get more views and Subscribers

It allows you to run tests that will improve the performance of your content.

Download TubeBuddy for free Click Here;

How does TubeBuddy works?

TubeBuddy helps you test:

  • Tags
  • Titles
  • Thumbnails
  • Descriptions

The tool helps you figure out which ones work the best for the exposure and growth of your channel.

Another top advantage of TubeBuddy is the scheduling feature. You can determine when you want uploaded videos to get published in the future.

The scheduling tool works both ways. You can also set a specific time and date for a video to be removed from certain playlists on the channel without having to do it manually.

TubeBuddy tracks your rankings and compares your analytics to those of your competition on YouTube as well as in Google searches.

This extension lets you update videos in bulk. It’s an excellent option if you got many videos and need to update all the descriptions simultaneously.

If you want to promote one of your videos within the description of all your other videos you can consider this tool.

You can also improve your thumbnail creation process with TubeBuddy.

TubeBuddy has options for all different types of YouTube users:

  • YouTube creators
  • Big Brands
  • Marketing/ Advertising agencies

TubeBuddy’s chrome extension makes it easier for you to reach your YouTube subscribers on other social media channels. It’s truly an all-in-one tool.

Top 6 ways to grow your LinkedIn Network

LinkedIn is mainly used for professional networking with 740 million plus active members across 200 plus countries. LinkedIn is the leader among social channels when it comes to professional networking.

1. Complete your profile and optimize with relevant keywords

Pleas add photo, designation, summary, skills, work history, recommendations, education, certifications etc. LinkedIn makes it very easy for you to know what to do with the instructions for how to make sure your profile is 100%.

Add relevant keywords on your profile, based on the keywords on your profile, your profile will be shown to people who are searching for it.

2. Send invitations to all your contacts

Send LinkedIn invitations to all your contacts.

  1. Invite your colleagues from past and present organizations

LinkedIn offers ways for you to easily find people from your past and present companies that are LinkedIn members. LinkedIn recommends those connections based on your work history.

Please make sure you complete your profile for every job you have held since you started working for optimum results

  • Invite your school and college mates

You can also find old classmates on LinkedIn just as you can find old colleagues.  To do this, you need to have your profile updated for every school that you have attended.

  • Invite your Personal Contacts and Business Contacts

Send invitations to your personal contacts and Business contacts. You can search their profiles on LinkedIn search bar and send connection request to them.

You can also import your contacts on LinkedIn by adding their email id’s to LinkedIn. By using the email id’s LinkedIn will send emails to your contacts stating that you are looking add them in to LinkedIn network.

3.Connect with LIONS

L.I.O.N’s stands for “LinkedIn Open Networkers” — these are like minded professionals on LinkedIn that are open to random people who they do not know adding them to connect. In short: these are people that will accept your invitation to connect.

4. Join networking groups on LinkedIn

You can join networking groups on LinkedIn, in these groups you will find likeminded people who would like to accept your connection request.

5. Be active on LinkedIn

Engage with your network as much as possible.

  1. Post often on LinkedIn
  2. Please Like, Share and Comment on other people’s post  
  3. Send Birthday wishes to your network on their birthdays, Anniversary wishes, wish your network on their new Job

6. Promote your LinkedIn page on other Social channels

Promote your LinkedIn URL on other social channels like Facebook, Twitter, Instagram and etc..

This is another great way to take advantage of your presence on other platforms

By following the above methods, I have added more than 24k connections in my LinkedIn network.

Top 5 Benefits of Artificial Intelligence Marketing in 2021

The global Artificial Intelligence (AI) market was USD 27.23 Billion in 2019 is projected to reach USD 266.92 Billion by 2027, exhibiting a CAGR of 33.2% during the forecast period according to Fortune Business Insights.

What is Artificial Intelligence Marketing?

Artificial intelligence marketing (AI Marketing) is a method of leveraging customer data and AI concepts like machine learning to anticipate your customer’s next move and improve the customer journey.

Benefits of Artificial Intelligence Marketing:

1.Interactive Chatbots

Chatbots have access to millions of customer-centered data points. AI Chatbots can predict what’s causing problem for a specific customer by aggregating location-specific requests to detect patterns, spot repetitive problems, and provide solutions.

From fashion to health to insurance, intelligent chatbots are providing borderline magic customer support. And in some cases, they are better at creating personalized content than humans.

2.Intelligent email marketing

Artificial intelligence makes it possible to send personal curated emails to each single customer. By analyzing a customer’s reading patterns and topics of interest to recommend specific content most relevant thereto person, AI-assisted emails could become even more engaging for each customer.

3.Smarter Ads

AI Ads can dig deep into keyword searches, social profiles, and other online data for human-level outcomes. Online Ads can become smarter and simpler with abundance of data available.

4.Dynamic Pricing

By enabling dynamic pricing, AI can help brands more competitive with their pricing. By evaluating huge quantities of historical and competitive data, AI platforms can suggest optimal prices for products in real time. This strategy has been especially effective in retail. It allows brands to regulate prices to reflect demand surely products, boost sales, and edge out the competition.

5.AI-powered content creation

Artificial Intelligence is transforming content production for marketing, which would help deliver improved ROI and business growth.

Marketers can use AI to both identify potential clients or buyers, and deliver the ideal content that is most relevant to them.

Top 6 Email Marketing tips for B2B Marketing

Email marketing is one of the most widely used direct-marketing methods. It is one of the best methods of promoting your products and services online.

Are we using it effectively in B2B environment?

Below are the top 6 email marketing tips for successful email campaign.

1. Write a compelling subject line.

Email with the compelling subject line can boost your open rate while a poor one can cause your email to flop.

2. Write Crisp email.

Write crisp mails instead of writing story’s. The reader might lose his interest to read the whole story. By writing crisp mails you can also save the readers time.

3. Write simple email instead of using jargon’s.

Write your email with simple words instead of writing jargon’s. So the reader can understand what are you trying to tell. End of the day there is a human being who is reading your email.

4. Talk about the benefits.

Talk about the benefits of your product or services. How the reader can benefit of your product or service.

5. Stick to timings.

Send your emails to your target audience with respect to their times zone. The reader will understand that you are working on their time zone which make more comfort for the reader to opt for your service or products.

6. Don’t send bulk mails.

Write individual mails to your target audience with their names. It increases the interest of your reader towards your business. It indicates that you are doing an research about the reader and his company.

The above points were tested and worked for me. If you have any other suggestions kindly share.