Guide: B2B marketing

Business-to-Business marketing includes all actions and processes to market and distribute a product or service to another business. In other words, it is marketing directed at other businesses rather than directed at consumers. Marketing to consumers is therefore called B2C marketing.

The purpose of B2B marketing is to make other companies aware of your brand, the value of your products or services - and eventually turn them into your company's customers.

B2B marketing differs from B2C marketing on several parameters. One of the differences is that the B2B buying journey is often a longer process. At the same time, there is often more research involved in the purchase of a B2B product or service.

When the purchase project is a long process, it is often because there are several decision-makers involved, which can have an impact on marketing, as you often have to communicate differently to the different decision-makers in the process. One important thing to bear in mind is that B2B customers are usually more than halfway through the buying process before they contact a company. This is important to consider when planning how to reach potential customers.

Customers are generally researching the market more thoroughly than in the past and getting a better overview of possible suppliers or products before making a purchase - with around two-thirds of these researching three or more companies in the process.

If you are in the process of developing your B2B marketing, we recommend following these 3 golden rules:

1) Create good relationships with your customers, as this ensures that over time the customer will buy your products or services over others.

2) Showcase your previous results from current or past customers on your online platforms so that new potential customers can see how your business has helped other customers, so that those new potential customers can get interested in contacting your business and requesting your products or services.

3) Make it easy for the customer to help with which products or services to buy. If your company offers many products and services, make it easy for the customer by clarifying which products or services are best for them. If you try to oversell, the customer may lose interest.

1. Identify key segments/target groups.
2. Get an overview of demand and competition.
3. Define clear KPIs for the effort.
4. Have 100% control of the tracking setup.
5. Think omni-channel rather than silos.
6. Be visible at all stages of the customer journey.
7. Use behavioural data for better segmentation.
8. Share your industry knowledge.
9. Let your employees strengthen your brand.
10. Set a concrete (and ambitious) marketing budget.

If you are left with any questions, please feel free to contact us for further information. Contact us by calling 70 60 50 28, send an email to info@webamp.dk or fill in our contact form.