Finding the best B2B marketing strategies to connect with, engage, and convert your audience is easier said than done.
In all other aspects, the business-to-business buyer, the B2B, is like any modern consumer in the B2C market—its orientations and trends develop from time to time. This just implies that the business leader has to be overly creative and aware to stay abreast of the situation, or he probably needs an assistant—a B2B marketing specialist.
However, amidst these diverse ways to promote products and services—from B2B content marketing to B2B influencer marketing—few will return the same dividends as the following strategies.
Let’s look at some of the top B2B marketing strategies companies should be heavily investing in at this point, based on the emerging trends of the landscape.
Introduction To What Is B2B Marketing?
B2B marketing is how companies attract other businesses to their products and services. Unlike B2C marketing, which aims to catch individual customers in a single purchase, B2B marketing builds lasting relationships between companies.
Take, for example, a webinar organized by a B2B marketing agency. This event is designed to accumulate contact records from corporations interested in social media advertising. The agency sets up a website where corporations can join using their email addresses. These emails are then carefully nurtured with personalized messages to assist in turning them into future customers.
B2B marketing isn’t just about immediate sales; it’s informational and direct because business purchases can directly affect financial outcomes. This is where the best B2B marketing strategies come into play. They focus on the return on investment (ROI), a crucial factor for business leaders.
The B2B marketing and marketing world may be complex, regularly involving negotiations with shopping agencies from distinctive organizations. However, marketers can better tailor their methods thanks to more information and targeting strategies.
A prime example of effective B2B marketing is Shopify B2B wholesale, which targets other businesses with advanced marketing tactics. Similarly, platforms like Monday.com use LinkedIn for their B2B strategies, while Gong creatively uses Super Bowl ads for its campaigns.
The main goal of B2B marketing is to turn leads into customers by capturing and keeping their interest. This might involve sharing engaging and informative content like white papers or insightful blog posts.
In simple terms, B2B marketing is about letting other companies know what you’re selling through various channels—online ads, emails, or direct events—to influence their purchasing decisions.
12 Best B2B Marketing Strategies To Try In 2024
We’ve put together a list of the 12 best B2B marketing strategies to try in 2024, all chosen because they match what buyers currently prefer and the latest trends in the market. Here are our top picks for this year:
1. Build a Search Plan with a Focus on Buying Signals
B2B content marketing is a powerful way for businesses to grab the attention of their audience, establish themselves as industry leaders, and engage more people. Did you know that around 91% of companies focusing on business-to-business services already use this method regularly to connect with others?
Content marketing is super helpful for B2B brands because it lets you show off what you know about your field and helps you rank better on search engine results. But if you want to see the best results, using the right keywords is crucial. Consider hiring an expert to handle your B2B content marketing so you can focus on the main parts of your business while knowing your content tactics are in good hands.
Instead of just using keywords that people search for at the start or end of their shopping journey, the best B2B marketing strategies aim to reach customers at every stage of their decision-making. This way, you can guide them step-by-step through the purchase process. Here’s a simple breakdown of what this might look like:
Use basic and informative keywords at the beginning or top of the funnel. For example, “How to use a social media marketing platform” helps potential customers start their research. In the middle of the funnel, use keywords that assist customers in choosing the right products, like “The top 10 social marketing tools.”
And at the end, or bottom of the funnel, focus on keywords that encourage buying, such as “Buy social media tools.” Lastly, implementing Shopify CRO (conversion rate optimization) techniques can further enhance your strategy by optimizing your web pages to increase the chances that visitors will complete a purchase.
2. Connect Emotionally in Your Ads
Both selling to businesses (B2B) and selling to consumers (B2C) need a touch of emotion, no matter what many people think about B2B business marketing. It’s a common misunderstanding that buying in B2C is all about emotions and B2B purchases are just based on logic.
But that’s not true. Studies have shown that emotions are important in B2B decisions, too. B2B buyers like facts and data like case studies and statistics, but they also want to feel connected to the company they’re dealing with.
Adding stories and emotional elements to your Shopify SEO and other B2B marketing, you can connect better with your customers. This makes them more likely to buy from you and stay loyal. For instance, take the video “The Heist: Cautionary Tales” from BLP.
This video cleverly discusses real business troubles through engaging storytelling. It turns topics that might be visible as dull into something that grabs interest and makes visitors care. This method is a first-rate instance of one of paintings’ best B2B marketing strategies.
3. Get Personal with Custom Content
Top companies like Gartner, Deloitte, and Salesforce say “hyper-personalization” is a big trend. What this means for your B2B marketing is simple: everyone, whether B2B or B2C buyers, likes services that feel like they were made just for them. Personalizing how you reach out can make a big difference in attracting and keeping customers because it shows you understand their needs.
In terms of B2B marketing strategies, tailoring your approach to fit each specific customer can be effective. Even though changing your entire website for every visitor is tough, you can use dynamic content to adjust the ads and offers they see based on their behaviours.
For instance, a B2B marketing agency might use tools that customize your website’s ads and promotions according to what each visitor has interacted with before.
Consider using a plugin for your Shopify store that allows you to show different pop-ups or special deals depending on what products the visitors have looked at or bought. This makes every offer more relevant and engaging. Additionally, you can vary your content based on where users are located, how they found your site, and their potential buying intent.
This personalized approach is especially powerful for Shopify B2B wholesale, as it ensures that all communications and offers perfectly align with what the visitor is interested in, enhancing their experience and increasing your chances of making a sale. This way, you support your customers throughout their buying journey, making each step feel unique to them
4. Use Real Stories and Reviews
Over 92% of B2B buyers are more likely to buy a product after reading a positive review. Every company buying something wants to be sure it will work well. User-generated content (UGC), like reviews and testimonials, is an excellent way to give them that confidence. This is particularly true for business-to-business services where trust is key.
One good way to use UGC in B2B content marketing is by sharing customer reviews and testimonials on social media platforms such as LinkedIn, Instagram, and Facebook. Companies can also post customer videos on YouTube or write about their customer’s successes on their websites. This helps boost their credibility.
Case studies are especially powerful for B2B brands. Many successful B2B companies use them to show how they’ve solved specific problems for other businesses. This connects well with potential customers who see clear evidence of success.
For example, RingCentral, a top communications firm, uses case studies smartly as part of its best B2B marketing strategies. They let users clear out case research using enterprise, making locating the most relevant fulfilment tales easy.
This technique is incredible for agencies looking to see particular results earlier than selecting a service, aligning properly with Shopify CRO (Conversion Rate Optimization) techniques that target making every purchaser interaction as applicable and convincing as possible.
5. Focus on Data and Experimentation
Choosing the best B2B marketing strategies can be a big challenge for companies today. With many options like influencer marketing, social media, and email marketing, it’s hard to know what will work best for your B2B business marketing. It’s interesting to note that 37% of companies are spending more on email marketing. However, what works well for one company might only work for one.
To understand if your marketing efforts are helping your business grow, you need to measure them. Using tools to analyze your marketing campaigns can be helpful. For example, Shopify SEO can help track where most of your customers are coming from using tools like Google Analytics.
Social media systems provide tools to peer how people interact with your posts and advertisements. This enables you to recognize which content connects satisfactorily with one-of-a-kind corporations based totally on their place or age organization.
You can also try different versions of your email marketing to see which one gets more attention. Advanced tools like Dealfront allow you to use much data to ensure you reach the right customers.
Every company must monitor their marketing efforts regularly to grow fast. Using the best B2B marketing strategies and working with skilled marketing firms can make a big difference. These companies have the expertise to create effective marketing that makes an impact.
6. Try Marketing with Influencers
Many people think of influencer marketing as something mainly for everyday consumers (B2C), but it’s also a great tool for business-to-business (B2B) marketing. For instance, when small influencers on LinkedIn support a campaign, it can boost the number of people who respond—by up to 20% sometimes! Plus, the use of gear like Refrens to manage leads could make these techniques even more of a hit.
Influencer marketing helps B2B brands build their reputation. When you group up with a respected expert in your discipline, it makes your enterprise look extra trustworthy.
You don’t need to break the bank by hiring big stars or CEOs. Working with smaller influencers (micro-influencers) can be just as effective and is often a part of the best B2B marketing strategies.
Companies like a B2B marketing agency can guide you in this approach, helping you connect with the right influencers. This method is advantageous if you’re looking into options like Shopify B2B wholesale, where building trust is key.
7. Set Up a Referral Program
Using your current customers to help get more leads is a powerful way to boost your business-to-business services. Believe it or not, 83% of customers are happy to recommend a company after a good experience. Even better, these recommendations often work—78% of them turn into real opportunities for businesses.
However, only a few companies have a planned approach to get these referrals; only about 30% do. Creating a referral program as part of your B2B content marketing can make the most of your satisfied customers. You should consider attractive rewards to encourage them to bring more clients your way.
Since B2B buyers are usually very busy, they look for real benefits if they’re going to endorse your business. For example, Google offers up to every new user who refers to Google Workspace. This kind of incentive motivates people to help out.
Even a small thank you, like a discount on their next purchase or a gift card, can make a big difference in how many new clients they refer to your business. This method is one of the best B2B marketing strategies because it builds consideration and expands your purchaser base via real experiences.
8. Broaden Your Content Efforts
Many B2B business marketing plans include content marketing because about 80% of online customers like learning about products through custom content. This content can help them solve problems they are having.
Instead of only writing blog posts, think about using different types of content. Today, a good B2B content marketing strategy tries to reach people in many ways. For example, you could use:
Video marketing: By adding short videos to your articles or blog posts, you could get three times more links to your site. People might stay on your site about 2.6 times longer on average. Making these videos is also getting easier with lots of online tools available. This fits well with Shopify SEO because videos can improve the visibility of your website in search results.
Podcasts: Most listeners stick with a podcast episode almost to the end but only watch a few videos. Podcasts are a great way to connect with your B2B clients because they can listen while doing other things like driving or checking emails.
Interactive content: Like in consumer marketing, quizzes and interactive elements also work well in B2B marketing. Make interactive flipbooks or surveys to help your clients pick the best product for their needs. This is one of the best B2B marketing strategies because it makes your customers actively participate and engage with your content.
9. Develop a Mobile App
Nowadays, lots of B2B companies are seeing that their workers often use their smartphones for work, especially when they’re not in the office. Creating a mobile app can be a smart way to connect with these users. Nearly 80% of businesses in the B2B sector believe that having a mobile app is key for the future.
For instance, apps like Asana let people manage their tasks from anywhere and can even suggest new products or services they might like. This is a great strategy for B2B marketing because it keeps customers interested and opens up new opportunities for sales.
You can also link these apps to your sales efforts. For example, you could include features in the app that let customers send special links or QR codes to friends at work. This could be part of a good strategy a B2B marketing agency uses to help spread the word about your business.
Plus, mobile apps can send notifications directly to your customers. You can use these alerts to offer discounts or tell them about special deals at the right time. For example, if someone’s subscription is almost up, your app can remind them to renew and offer a discount. This is an effective way to keep up good business-to-business services and encourage more purchases.
10. Use Educational Tools for Marketing
Keeping your customers happy is just as important as finding new ones if you want to succeed in B2B business marketing. Salesforce reports that 74% of customers might switch to another brand if it’s too hard to buy something or start a new service.
It’s crucial to make things easy for customers who don’t have time to waste. That’s where b2b content marketing comes in. If you include guides on using your products right from the start, you could see a real boost in sales.
It would help if you talked to your teams that handle customer training and start-up problems about what new customers struggle with the most. What do they need help with immediately to see value in your service?
Use what you learn to create helpful materials like webinars and blog posts. You can put these on your website with easy-to-follow pictures and instructions. When someone talks to your sales team or thinks about buying something, you can automatically send them these tips via email. This is one of the best B2B marketing strategies because it helps customers feel more comfortable quickly.
Additionally, having more useful content on your site can improve your Shopify CRO (conversion rate optimization). It makes your website better at turning visitors into customers by helping them understand and use your services easier.
11. Innovate with New Tech Tools
Marketing is changing very quickly these days. Companies no longer use emails and social media; the pandemic has introduced many ways to interact online. These new methods can help build stronger customer loyalty and increase sales.
Consider trying out new tech tools when thinking about fresh B2B marketing strategies. For example, add an AI chatbot to your website. This smart chatbot can chat naturally because it understands and processes human language. This is a clever way to enhance your b2b marketing.
Another exciting area to explore is virtual and augmented reality. These technologies let your customers experience your products virtually, which is incredibly useful when you can’t meet face-to-face.
Take DP World, a global trading company, as an example. They use virtual reality to show customers around their facilities from anywhere in the world. This virtual tour helps people see how safe and efficient DP World is, boosting their reputation. Using such innovative tech is one of the best B2B marketing strategies and something a B2B marketing agency might recommend to help build customer trust.
12. Apply Psychological Insights to Marketing
Let’s talk about clever ways for companies offering business-to-business services to connect with other businesses. One great idea many companies overlook is using “neuromarketing.” It’s all about understanding how people think and feel when buying.
To connect with other businesses, you need to get inside their heads. Neuromarketing helps with that. It’s like peeking behind the scenes to see what makes them tick. Knowing this lets you create marketing campaigns that hit the spot and feel personal, which is essential for effective B2B content marketing.
Getting the scoop on your B2B clients is crucial for the best B2B marketing strategies. Tools like AI can help by analyzing their feelings about things and showing you which parts of your website they like best. This info enables you to make better marketing moves for your business-to-business services.
Here’s a neat trick: trust is a big deal for B2B buyers. So, if you want them to buy from you, show them they can trust you. Add stuff like reviews, testimonials, and trust badges to your website. It’s like giving them a friendly pat, saying, “Hey, we’re cool; you can trust us.”
Now, here’s the thing: you’ve got to keep an eye on how well your marketing tricks are working. It’s like gardening—you’ve got to water the plants to make them grow. Same with your marketing strategies—they need nurturing, too. But when you get the psychology right, it’s like magic. Your business-to-business services can take off with the best B2B marketing strategies.
