A crucial tool for B2B marketing

B2B marketing communication refers to the process of Businesses communicating with other businesses for a mutually beneficial relationship. It is the tool used in B2B marketing for sending out the right messages to the right business party.

Marketers have been using B2B communication effectively for long. Yet some communication facts and rules need to be reiterated and recalled to keep B2B marketing communication effective.

Here is a list of some of the most important facts and rules that need to be kept in mind by a marketing communicator.

•    In B2B, a sale is made to a person: With context to Business to business marketing, it is often said that unlike in Business to customer marketing, emotions play no role in Business to business marketing. This is allegedly one of the most misleading assumptions.

When a B2B deal is finalized, it is an individual at the other end taking the decisions. The choice of products or services in addition to changes and customizations that are asked for are also requested by employees who are making decisions about what is important and needed. Factually, emotions of what a B2B buyer likes or dislikes are majorly at play here.

This makes emotions a huge part of what B2B marketing communication needs to appeal to.

•    Keep it interesting: When it comes to B2B marketing communication, the essence of keeping things interesting must take priority. Marketing communication is not just about highlighting the USP of the company and brand. It is also an effective way of building up brand personality and image. Hence the consumers must be served information in the most interesting format and way possible.

A healthy mix of photos, videos, blogs, articles, info graphics, etc. does the trick for the content consumer.

•    Play it “intriguing” with emails: Emails are still considered to be one of the most popular and favored tools used for B2b marketing communication. However, most of these emails are directed towards the spam folder by the receivers.

Marketing communicators can change this if they make the subject lines interesting. This trick never fails. One of the best ways to grab attention is to cater to the target audience’s immediate needs in the subject line. Of course, this will need research. For instance, if a corporate is looking for security systems and a B2B security system provider wants to let them know about the same, the email subject line must carry the words “corporate Security System” to catch the prospect’s immediate attention.

•    Let the Humanitarian side of your Company show: The B2B marketing communication on this front is more about showcasing the fact that that as a corporate entity your empathic and sympathetic aspects are still alive. Let your B2B marketing communication keep a tab of any unfortunate incident that your B2B client may have faced or any milestone or achievement that they might have reached. Let your communication convey that you are aware of what has happened and likewise send a message to let them know that you care. Everyone likes to be told that they are cared for.  

•    Let your website be user-friendly: In the B2B world of sales and marketing, businesses and corporates that give your business are not necessarily too tech-savvy. There will be manufacturers, suppliers, dealers, exporters, and whole sellers.

This is a niche segment of the audience with a specific purpose in mind when they visit a B2B provider’s website. The aim is to get information in as much detail as possible. Hence the need here is for the website to be:

  • Easy to navigate;
  • Easy to read information;
  • In-depth communication about the products and services on offer; and
  • Interesting representation of the B2B marketing communication on the website.

•    B2B Marketing communication on social media platforms: Social Media is a tool that B2B communicators are optimizing on tremendously today. Here the communication is read as much by business and corporate entities as by individual consumers too. The other important aspect of a social media B2B account is that these platforms are interactive.

Communicators, therefore, will have to be actively involved in answering queries on social media platforms. It is because these answers are awaited for and read when it is a dealer or a supplier making asking a question or making an inquiry.

•    Communication channels generate leads: Social media exposure comes with its distinctive advantages. Queries and enquires are made by prospective buyers via B2b marketing channels like emails, calls, social media platforms, events, content marketing, etc. Together, a consolidated database of enquires from all of these channels makes for a focused list of valid leads.

•    Explore the world of communication formats: Traditional B2B marketers and their clientele were used to brochures, pamphlets, emails, newsletters, etc. Though these formats are used today too, with the technological advantages and new blood and young entrepreneurs taking up the business mantle in the industry, adapting to the new technical formats have become crucial.

B2B marketing communication must look at optimizing on webinars, podcasts, animated and short videos, like-minded and business-centric forums and communities, etc. Traditional mediums still hold their place of importance, however, the more technical ways of communication medium are faster and flexible.

•    Digitized brand building: The digital world is slowing penetrating and asserting its rule in B2B marketing communication. Though the impact and inclination of the same are yet to reach the same frenzy as in the B2C, B2B marketing communication departments are already operating as the integrated marketing communications.

With digitalization generating newer touchpoints for the B2B customer, marketing communicators now have an additional shot at brand-building again.

Conclusion: Thought marketers still like to distinguish the psychology of B2B and B2C buyers and plot one versus the other as rational versus emotional buying, the demarcation is, in reality, fading fast. The reason is explained clearly when we understand that the person making the B2b purchasing decisions is also a B2C customer. Hence it’s time for the B2B marketing communication specialists to change gear and adapt to the new and emerging flow of marketing school of thought. 

Vikas Bhatt

Author Vikas Bhatt

Vikas is the co-founder of OnlyB2B ITES Pvt Ltd and a Demand Generation cum Data Cleansing Expert. He has 10+ years of experience in B2B Lead Generation, Data Mining, and Content Syndication. Say hi on vikas.bhatt@only-b2b.com

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