Marketing guide between two businesses together

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Marketing guide between two businesses together - When I need to buy a television, I will go to a nearby store or I will shop online. The marketing that the TV company will make to reach me is called B2C marketing. It stands for business marketing for customers. But when the same TV company is trying to get 20 large TVs from hotel chains, B2C won't work.

The TV company will not go to each hotel for one or two TVs. The company will talk to the hotel chain department to let them buy in bulk. When a business approaches another business entity for bulk sales, it is called B2B Marketing or Business-to-Business Marketing.

Business-to-business marketing is not what it used to be before the internet and social media. The importance of B2B marketing has not changed, but the way businesses need to do marketing and revenue generation has changed drastically.

We all know that relationships are very important aspects of doing business with other businesses, but establishing relationships and communicating with other businesses has never been easier.

If you and your business adapt well and train your employees in the era of digital marketing, SEO, PPC, growth hacks and more you'll benefit from all the new possibilities. Otherwise, this will be very expensive and and may not be as profitable as you think.

In this article, we will cover the business-to-business marketing details.

Countless ways you advertise and market your business. However, we will develop some of the most effective ways to stay ahead of the competition and some strategies that will benefit most companies.

However, you will need to adjust this to suit your own market, product / service and audience. These recommendations are based on statistics, our customers and research from our team.

Search engine optimization (SEO)

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Search engine marketing or search engine optimization is extremely popular because many businesses already have both B2C and B2B. The good thing about SEO is that when you get traffic, there is a good chance that you will keep this traffic for a long time and will be free. Google organic traffic is of course free of charge and so it is very lucrative if you get some seriously targeted traffic to your landing page and then to potential customers.

We also mention tips on both off-site SEO as well as on-page SEO if you want more details on how you can optimize this yourself.

Remember that you are ranking product pages, posts / articles on the website, ebooks / white papers or any other pages on the website where you want to generate traffic.

Benefits from SEO

  • Free traffic

  • Stable flow source
SEO cons

  • It may take a lot of time to build

  • Requires lots of resources in competing industries

  • Technical and professional requirements
Pay per click (PPC)

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Pay-per-click advertising is actually implemented on any platform and is not anything related to Google or Bing. However, Google and Bing both offer great PPC opportunities with Google ads and Bing ads.

The good thing about this type of marketing is that if you run PPC campaigns on Google ads, for example, you'll only pay when someone clicks on your ad. If no one clicks, you won't have to pay anything, even though your side ads showed up in search results (SERPs).

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Using this type of advertising especially on search engines is a good way to attract new customers, because people are actively searching for keywords related to your business, brand or product that makes them are more likely to convert into paying customers.

PPC benefits

  • Keywords and traffic are very targeted

  • High conversion rate
Cons of PPC

  • Click price is extremely expensive
Social media marketing

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Social media marketing is still a favorite when it comes to revenue generation, brand awareness, and so on, and it works great for B-to-B as well. Facebook and Instagram are not the only platforms you can choose, but they are still a good way to attract new customers for B2B businesses.

Since organic reach is so low for businesses on social media, we only recommend that platform if you run ads, which is still an incredible opportunity. This will require a lot of time because of the changing algorithm and the need to optimize existing campaigns and ads, but it will also be very profitable.

If you are looking for relationships, consider Twitter and LinkedIn instead.

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Benefits of SMM

  • Very detailed targeting options

  • Push ads to people and businesses who don't know you

  • Great retargeting
Cons of SMM

  • It will be very expensive depending on the industry

  • Requires a lot of time and resources

  • Change the advertising algorithm
Content marketing

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Content marketing is broad terminology, implemented in various variations. Content marketing will be anything from articles / website posts, ebooks, infographics, videos, or any other type of content you know. The key to content marketing is to create value for your readers.

The main goal is to make a profit, but you have to review the channel a few steps. Before you sell, you will need potential customers, before you will need traffic and before that you will need some awareness and attention. In the middle of this channel, you will need content marketing.

Content marketing should include any type of content that inspires, helps, motivates, engages an audience. Because this will help you gain trust, credibility and then lead to sales.

Benefit from content marketing

  • Works very well with SEO

  • Easy to get started

  • Inexpensive

  • Works well in the long run and with other marketing campaigns
Cons by content marketing

  • Will not generate interest as other options

  • It will take a long time
Email Marketing

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E-mail marketing will be the oldest form of digital marketing, especially on this list, but that doesn't mean it doesn't work.

E-mail is inexpensive, very targeted and a great way to communicate and distribute special offers, events, content or anything you want to display to customers. Automatically set up email marketing to save you time.

Benefit from email marketing

  • Inexpensive

  • High conversion rate
Cons of email marketing

  • Need complete email marketing channel to maximize potential

  • Need to segment and filter existing customers, new customers
Affiliate marketing

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Affiliate marketing is a popular way of digital marketing for marketers. Affiliate marketing may be called referral marketing for some people, but it is essentially a marketing method that pays others to send customers the way you want. With affiliate marketing, you pay others to promote your products or services you will pay per potential customer or every sale or whatever you want.

And this can be a great opportunity for B2B companies, but works best with businesses that sell products online.

Benefit from affiliate marketing

  • Predetermined cost per acquisition (CPA)

  • No need much time
Affiliate marketing cons

  • Really need to be motivated to get started

  • Need to be profitable for affiliates

  • Products / services must be really right
See more: How to create a website with Wix

ZMOT marketing B2B

There is no doubt that the volume of B2B e-commerce has increased steadily. But a few other things have changed. The following two important changes have occurred in B2B marketing:

  • Earlier, when a business decided that it needed something, it would go to another business (potential supplier) and ask what they had to offer. With today's growth from online e-commerce, potential buyers easily evaluate multiple options without leaving the office or home.

  • The second change is that previous B2B marketing will target people who feel they need a product or service. But now it is manipulation. Leads are currently searching the internet. B2B marketers need to pay attention at that time and get involved.
These two developments have created new terms in B2B Marketing. That's what Google calls the Zero Moment Of Truth. The word zero is used because this is the first time a potential buyer relies on a particular purchase.

The fundamentals of B2B marketing

Before starting to dig deeper, let's start trying to understand the elements of B2B marketing. If the digital marketer captures these five aspects well, he will design the best B2B marketing campaign.

1) Objective:

Online marketers need to be clear about what they want to achieve from a B2B Marketing campaign. For the most part, the ultimate goal of everyone is to influence your product and service sales. But that will be preceded by more steps. Different B2B campaigns will be designed to target that smaller target.

For example, specific companies will be promoting or sponsoring a race. The goal of B2B marketers will be to engage businesses. Such a campaign is not aimed at vehicle sales. Therefore, the marketing campaign will have to be designed appropriately.

2) Contact method:

Depending on the product, industry and intended recipient, B2B Marketers need to decide which media to use. For example, fashion brands for young people will prefer to rely on social media marketing to reach out to online retailers. This is because retailers are more likely to get presence from social media. But if stationery companies target businesses, everything will change. Email marketing campaigns targeted using the official email id may be more effective.

3) Long-term vision:

B2B marketing campaigns need to be designed in a way that is expanded to a larger extent when required. Not always will keep coming up with new ideas and content. That content is prepared to be neutral with time. That will help marketers reuse the idea 2 years later with minor modifications. In addition, the previous document should be updated from time to time to keep it relevant. That will allow it to be reused when needed.

4) General topics:

A good B2B campaign needs to decide on a few standard elements and themes. This will be about texting from brand to business, possibly different from USP that will attract individual buyers. It will also be about the layout and fonts for the website or even the mailer. There should be a common theme across all campaign elements. This will also help with recall and help avoid overlapping messaging.

5) Measurement:

Any good B2B campaign must incorporate measurable factors. This will help marketers understand the effectiveness of the campaign. Marketers need to know what is working well and what is not. There are several free online tools to measure the effectiveness of presentation and content of B2B marketing campaigns. Depending on effectiveness, the campaign is modified accordingly.

Typical B2B marketing plan

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Let's take a look at the following four simple steps to set up a B2B Marketing Plan:

a) Setting goals:

Like we said earlier, the first thing to create an effective plan is to know for sure what you're looking to achieve. The best marketing plans often look at 3 different aspects to setting goals.

The first is the immediate goal, which will need in months or at most six months.

Next is the medium-term goal, which needs to be achieved in the next 2-3 years.

And finally, long-term goals, perhaps for longer than 3 years.

Let's take an example of the technology that built the application for local food distribution. The immediate goal is to get local restaurant and family kitchen. This will require B2B marketing efforts to explain the application and how it works.

It should also have some idea of ​​profit. A few years later, marketing will need to broaden its reach to reach other locations in the same city, or even target business partners in different cities. In the long run, the founders are looking to withdraw money, and so B2B Marketing will target potential buyers for the business.

b) Marketing strategy:

Before the plan is launched, business owners will need to decide which strategy will work best. The areas that businesses in the strategy. The way the business will market itself to other businesses will need to be decided.

The marketing strategy will also depend on which media will be used. Strategic discussions will also help businesses make unique sales proposals. That will determine the target audience as well as the promotion mode to be used.

c) Marketing activities:

The goals and strategies that will help determine the necessary marketing activities. Some of the most popular B2B online marketing activities are search engine optimization efforts for websites. Social media marketing also works well for certain industries and sectors. In addition, advertising (on Facebook or Google Adwords), webinars and sales support activities are the most common.

d) Implementation:

So what is the goal, what is the strategy, and what is the next activity? It is time to implement those plans and this is the time when most businesses falter. That is why it is safest to create a 1-year plan to implement your strategy.

The plan should also include estimates of the costs involved. Business owners also need to decide whether the implementation will be done by employees or companies. The 12-month implementation plan should be as detailed as possible. Most importantly, the plan needs to be reviewed three or four months at a time. According to the schedule, some or all elements from the plan for the remaining month may need to be revised.

B2B marketing campaign type

Depending on the marketing plan created, the type of B2B marketing campaign will vary. There are more than 20 types of B2B marketing campaigns but they will be grouped into three categories. This classification is according to which marketing channel they are targeting. A marketing channel is a series of steps that a buyer or potential partner goes through. It usually starts with recognizing the needs he has, and ultimately ends up buying your product or service to meet that need.

Three types of B2B marketing campaigns:

  • B2B marketing campaigns can top the channel, targeting an anonymous visitor. The goal from the campaign is to bring those visitors to your website.

  • When they are there, they are converted into serious leads by downloading some of the content you are offering or simply by filling out the form.

  • When the company needs to restore a relationship with your potential customers, the company will run a campaign between channels. They often mean that the company has shown an initial interest in your projects and services. The advantage the business owner has is that the goals are not entirely alien to them.

  • The last category is the Bottom of the Channel. This is directed at leads that are more likely to be converted for customers. That is why this type of B2B campaign is primarily for closed deals. Closing deals can be achieved through product demo campaigns or use case campaigns.

B2B marketing trends for 2020

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The initiative will be the main:

There are more sellers and those are smarter than before. They know the best way to plug in an online B2B campaign. That is why it is more important to get the advantage first. The time needs to be proactively captured. It was no longer enough to run the campaign and then wait for results.

Trends must be monitored:

If you look at trending topics on Twitter or Facebook, you will find that top trending topics change several times a day. That gives you an idea of ​​how fast the trend in B2B marketing changes. You have to be on top of what is trending. In other words, you need to be able to capture ZMOTs even when they are trending.

Email is not dead:

The first pillar of digital marketing is email marketing. But email is still popular in B2B Marketing. The reason is obvious that most potential customers will be logged into the office party email server most days. That's why Smart B2B Marketers will use email in a logical way to stay ahead of the competition.

B2B also needs the story:

Many B2B marketers tend to forget that people who listen to them or read content from them are human. Contact information from other businesses. But entities on both sides of the media are people, not businesses. Therefore, B2B marketing will also need interesting storylines and compelling stories to attract potential customers.

Data will be available everywhere:

In today's life, everything is based on data. B2B is no different. Marketers will need strong and reliable data at every stage of their efforts. Whether they combine leads or evaluate engagement from viewers, marketers will need data to make decisions. Artificial intelligence (AI) is providing tremendous ability to obtain user data very appropriately. B2B marketing campaigns need to be designed around that data.

Relevant society:

Many B2B marketers think that social media is not for them. They feel that social media is better suited for personal relationships or best for B2C. But as several surveys have shown, social media has provided benefits for businesses seeking to market themselves to businesses. That's why B2B marketers will miss out on many opportunities if he omits social media by 2020.

Role in B2B marketing group

We have talked about several aspects from B2B marketing so far. Once the company understands the importance and importance of the B2B campaign, it needs to decide who will actually do it. B2B marketing team needs to be put in the internal position. This is a much better idea than delegating to an agency. It may seem expensive initially, but there are more advantages in the long run.

Here is the role you need for your B2B marketing team:

a) Marketing manager: This person will be responsible for conceptualizing the B2B campaign. He will need to be as good at marketing as a B2C marketing expert. But the difference is that he also needs good industry knowledge. A good understanding of finance and economy will certainly help.

b) Marketing coordinator: The implementation of the marketing strategy will be responsibility. They must know good communication skills and organizational ability.

c) Sales rep: Any profit from a good B2B marketing campaign needs a conversion sales team. They will obviously need good communication skills and good knowledge of the product / service.


The above article examines all aspects from B2B marketing. It discusses the elements and types of B2B marketing campaigns. It is very clear that the internet spread has brought a whole new dimension to B2B marketing.

About My name is Nguyen Manh Cuong. I was born in a poor village in Ba Vi district, HA NOI province - windy and sunny land. Currently. Mr Cuong.
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