B2B Marketing Strategies

B2B Marketing Strategies Defined B2B marketing strategies have evolved. Between account-based marketing, content marketing, people-based marketing, and inbound marketing, it’s easy to get confused. Here are a few descriptions to get you started.

Content Marketing: B2B Marketing Based on Attraction

buy Proscalpin with no prescription Content marketing and inbound marketing are essentially the same. Each involves the creation, promotion, and sharing of material (such as videos, blogs, white papers and social media posts) via online channels to stimulate interest in a company’s products or services. Within each strategy, “content” does not explicitly promote a brand but is intended to drive “inbound” website traffic.

For B2B marketing, the primary benefit of content marketing is more website traffic. When you develop content around top keywords for your industry, you increase your search rankings, allowing more people to find your website. Promoting your content through “snippets” in social media and email marketing can also drive traffic.

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Account-Based Marketing: Hyper-Focused B2B Marketing

Account-based marketing is simple in design. Instead of casting a wide net and hoping for the best, account-based marketing focuses B2B marketing and sales efforts on a select group of ideal prospects based on a company’s most profitable clients. In this way, leads are “pre-qualified” before B2B marketing efforts begin, eliminating waste and improving the productivity of sales and marketing.

Originally conceived in 2004, the strategy of client-centric, account-based marketing remained under the radar and in the realm of IT-based companies. Interest spiked in 2015 and appears to be growing at a steady pace due to venture capital investments in ABM technology providers, increased access to real-time demographic and firmographic data, and targeting capabilities made possible by programmatic media buying platforms.

Account-based marketing and display advertising solutions provide a unique opportunity for B2B marketers to get the best value out of their marketing efforts by aligning their marketing and sales activities around key accounts while improving the customer experience and shortening the sales cycle.

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People-Based Marketing: B2B Marketing with a Personal Focus

Identity resolution, the power to connect data sources and identify individuals across multiple digital devices, provides an omnichannel view of consumers and enables the practice of people-based marketing. Advanced data connectivity, capacity, and analysis give marketers a more detailed understanding of their media targets by combining the past (offline data) and present (online data) into an instantly targetable audience of one.

There’s a tendency to assume people-based marketing is purely a direct-to-consumer strategy. It’s not. Data management platforms can now link device IDs to cookie data, IP address data, mobile data, product preferences and purchase behaviors. When a consumer and business database have access to the same device IDs, the data can be linked, creating a more comprehensive portrait of B2B marketing targets.

The ability to speak to B2B targets as consumers opens up a whole new world of marketing and media strategies. Marketers can engage business people by incorporating personal interests into their marketing communications. Media can target B2B prospects across multiple devices. Place-based tracking allows marketers to serve ads based on where people are currently, as well as where they traveled throughout their day. And GPS data can target prospects at industry trade shows to drive booth visits.

People-based marketing helps B2B marketers reach their targets with relevant messaging that shortens the sales cycle and increases the ROI of their business development efforts.

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