B2B marketing (Business to business) is completely different from B2C (Business to consumer). That distinction is not made by all companies and if that is the case, then succeeding in B2B marketing becomes all the more difficult. A company must understand that B2B marketing is a different ballgame and one is not just dealing with a random client but a client which is also a business.
In business marketing, the focus has to be narrowed down to one or three elements. There is no point in highlighting a dozen odd realities to convince another business. Eventually, all B2B marketing strategies have to convey one of the two points – what the product does that a business currently doesn’t have or what it is worth for a business?
In B2B marketing, all leads can be divided into two categories. The first category is one which uses a product similar to the one being promoted and that has to replace the product which a company is already using. The second category is one which isn’t using any such product and thus not attending to the problems that the product caters to. B2B marketing aimed at the first category would have to focus on how the product is different from what companies are using right now and how much money one can save by making the switch. If there is no money to be saved, the companies will not make the switch. B2B marketing aimed at the second category would have to focus on what problems the product caters to and how it rewards the investment that the companies are being asked to make.
In accordance with the needs of such business marketing challenges, one has to zero in on three questions which are the most important.
1. How Does Your B2B Marketing Company Attend To A Specific Problem Right Now?
The answer to this question will allow you to know if the company already uses a product similar to what you are offering. If not, then you know what approach you have to take. If yes, then you would have to prove that your product is better, more efficient and cheaper and has more to offer than the product the companies are using.
2. How Is Your B2B Marketing Prospect’s Experience With The Product They Are Using?
This will allow you to know what the company gets and what more the company wants. That way, you know there is a void your product can fill and that becomes your compelling argument to convince the client.
3. How Much Resources Are Being Used Up By The Product Your Ideal Client Is Presently Using?
Whether it is money or manpower, time or infrastructural resources, you should know all the requisites of the present product. Knowing that, you can come up with the core issues that would become your selling points. In B2B marketing, Return On Investment isn’t a benefit, it’s an essential component.