Business-to-business (B2B) marketing differs in important ways from consumer-oriented marketing (B2C).
In this article, we will tell you what B2B marketing is, what tools it requires and how to run effective campaigns targeting business customers. We will also give examples of B2B marketing.
Let’s start with a definition. Business-to-Business (B2B) marketing is a marketing strategy that focuses on promoting the products or services of one company to other companies, or organisations, rather than directly reaching end consumers. Thus, inter-firm relationships, understanding the needs of the business customer and adapting the marketing strategy to specific industry and business requirements play a key role here.
Unlike B2C (Business-to-Consumer) marketing, which targets individual consumers, B2B marketing engages in building long-term commercial relationships and business cooperation between companies.
B2B versus B2C marketing
The differences between B2B and B2C marketing are apparent on many levels: from the audience, to the decision-making process, to the length of the sales cycle, to the differences in the way communication is built.
Let’s take a look at the comparison:
| B2B Marketing | B2C Marketing | |
| Recipients | Companies, organisations and other business institutions. | Individual end consumers. |
| Decision-making process | More complex and longer, as it often requires the consensus of many people or teams within the company. | Shorter and simpler: purchasing decisions can be made individually by consumers. |
| Sales cycle length | Much longer due to the complexity of the decision-making process and the involvement of many stakeholders. | Usually shorter, with the possibility of spontaneous purchases. |
| Transaction scale | Usually larger transactions, both in terms of financial value and volume of products or services. | Transactions usually smaller and more dispersed, with exceptions (real estate, cars, etc.). |
| Business relations | Building and maintaining long-term business relationships is key, as they often play an important role in the sales process. | Customer relationships are important, but can be more superficial and focused on one-off transactions. |
| Communication and marketing message | Communication is often more professional and focused on technical features, business benefits and enterprise solutions. | The message tends to be more emotional and based on consumer benefits, lifestyle and emotional needs. |
Such significant differences require marketers to use different strategies and tools to effectively reach their target audience and achieve their business goals.
What tools are used in B2B campaigns?
Business-to-Business (B2B) campaigns use a variety of marketing tools that can be tailored to the specific industry, the type of products or services and the preferences of the target audience. Here are some of the most commonly used tools in B2B campaigns:
Ideal Customer Profile (ICP)/Buyer Persona: a detailed description of the ideal customer, taking into account characteristics such as industry, company size, needs and preferences. Defining a precise ICP and creating a buyer persona (customer profile) allows a better understanding of the target audience, enabling more effective targeting, personalisation and tailoring of marketing activities to their needs. This is particularly important in B2B marketing, where the target audience can sometimes be extremely narrow (see Account Based Marketing).
Account Based Marketing (ABM): a marketing strategy that focuses on creating campaigns that target specific business customer accounts (individual key people within an organisation). With ABM, we can effectively reach potential business partners with highly personalised content and offers.
Lead nurturing: the process of building and maintaining relationships with potential customers by providing them with valuable content and information to guide them through the buying process. It is a key element in B2B marketing, where the buying process is often long and complex. By providing valuable content on a regular basis and engaging potential customers appropriately, a company can maintain their interest and gradually lead them towards finalising a transaction
Content marketing: providing valuable knowledge is a key element in B2B marketing, as it helps to build trust and loyalty with business customers by demonstrating knowledge and expertise in a particular industry. Elements such as publishing articles on the company blog, whitepapers and case studies are worthwhile. Other important tools in B2B marketing are webinars and online seminars on topics related to the industry or the products offered.
Conferences and Industry Events: Events are an excellent opportunity to maintain customer relationships, present products and gain new business contacts.
E-mail Marketing: In B2B marketing, we must not forget the opportunities provided by emails to communicate with potential customers, send information on products, promotions or industry events. A company newsletter is worthwhile.
Social Media Marketing: In particular, social media platforms such as LinkedIn, Twitter and Facebook can be an effective tool for building relationships with business customers, sharing content, engaging in industry discussions and generating leads.
SEO (Search Engine Optimisation): By optimising content, website and keywords, a company can reach businesses looking for specific products or services.
SEM and PPC: Using paid search engine advertising (SEM) and pay-per-click (PPC) advertising campaigns to quickly increase visibility and gain traffic to a website.
CRM (Customer Relationship Management): Using CRM systems to manage contacts, track customer interactions, analyse data and improve marketing strategies.
Online advertising campaigns: using paid online advertising such as Google Ads, LinkedIn Ads or Facebook Ads to reach specific market segments, generate leads and increase brand awareness.
Marketing automation: using technology to automate and optimise marketing activities such as marketing emails, advertising campaigns or lead generation. It enables effective management of customer contacts, personalisation of communication, automation of sales processes, segmentation of the database, tracking of user activity on the website, etc.
As you can see, many of the tools mentioned are also successfully used in B2C marketing. However, not all B2C marketing tools will work well in B2B marketing. For example, although influencer marketing is currently a popular tool, it may not work in B2B marketing due to the nature of business relationships and buying processes. Also, aggressive promotions and discounts may not turn out to be a good idea – in B2B, purchases are not spontaneous and purchasing decisions are based on a thorough analysis of the value of the product or service. Similarly, excessive focus on the visual aspects of advertising alone will not guarantee success. Because although the visual presentation of products and services is important, in B2B it is often the content and arguments based on actual benefits for the company that are more important. So how do you choose the right tools? In many situations, the best solution is to hire an agency.
Do you want to run a B2B campaign?
What does a B2B marketing agency do?
A B2B marketing agency provides marketing services to companies operating in the business field. Its task is to support clients in achieving their marketing goals by applying appropriate marketing strategies, tools and activities aimed at companies or institutions.
Here are some of the main areas in which B2B marketing agencies operate:
- Marketing strategy
Assistance in developing a marketing strategy tailored to the client’s specific industry, business objectives and target group. - Creation and branding
Creating marketing materials, visual identity, content and messages that will effectively attract the attention of business customers. - B2B training
B2B marketing agencies can provide B2B training courses for their clients or a wider audience interested in B2B marketing topics. Training courses can cover a variety of topics such as B2B marketing strategies, lead generation techniques, effective communication with business customers, data analytics in B2B marketing, the use of marketing tools and platforms and many other related topics. - Lead generation
Using various channels and techniques to acquire new business contacts, e.g. through advertising campaigns, marketing emails, webinars or industry trade shows. - Digital marketing
Using digital tools such as SEO, PPC, social media marketing or email marketing to increase brand visibility and generate interest in an offer. - Analytics and reporting
Tracking the results of marketing activities, analysing the data and reporting on the effects, allowing continuous improvement of strategies and optimisation of activities.
When to opt for a B2B marketing agency?
B2B marketing agencies’ services are worth considering when you want to effectively promote products or services in the business market but lack the necessary resources or knowledge. These agencies not only possess experience but also have access to resources, tools, and experts capable of effectively executing marketing campaigns in the specific B2B market.
It’s also a good solution for smaller firms. Hiring a marketing agency can be more cost-effective than employing a full marketing team, especially since agencies often offer flexible cooperation models, allowing for the customization of services to fit needs and budgets. Utilizing external specialists allows you to focus on your core activities and competencies.
Therefore, it’s also a good solution for those who lack time for additional marketing activities. Marketing agencies are also a source of new ideas and perspectives. Working with various clients and industries on a daily basis gives them a broader market view and familiarity with different marketing strategies and best practices. This enables them to offer a fresh perspective on a company, its strengths, and weaknesses. This is valuable when aiming to develop a marketing strategy better suited to customers’ needs and expectations.
In summary, if your company is ready to build an effective B2B marketing strategy, values leveraging modern marketing tools and techniques, creating professional marketing materials, as well as monitoring and analyzing marketing results, using a B2B marketing agency is a worthwhile consideration. Schedule a free 20-minute marketing consultation with our experts and find out how we can help your company effectively build marketing in the B2B sector.
It is important to remember that at the end of the day, business is also about people working together. Increasingly, we see the value of the H2H approach in the B2B context as well. We are marketing not to companies, but to people who make business decisions. People who have their own baggage of emotions, challenges and responsibilities. It’s not true that B2B campaigns can’t be interesting and creative. There is room for humor, emotion and interesting storytelling.
FAQ
What is the difference between B2B marketing and B2C marketing?
Answer: B2B (Business-to-Business) marketing focuses on promoting one company’s products or services to other companies or organisations, whereas B2C (Business-to-Consumer) marketing is aimed at individual end consumers.
What tools are used in B2B campaigns?
Answer: B2B campaigns use a variety of tools such as Ideal Customer Profile (ICP), Account Based Marketing (ABM), lead nurturing, content marketing, industry conferences and events, email marketing, social media marketing, SEO, SEM and PPC, CRM and marketing automation.
Do B2C marketing tools work for B2B marketing as well?
Answer: Not all B2C marketing tools are effective in B2B due to differences in the buying process and business relationships. For example, influencer marketing or heavily communicated promotions may not work in B2B marketing, where purchasing decisions are based on an analysis of the value of the product or service.
When is it worth using a B2B marketing agency?
Answer: Using a B2B marketing agency is recommended when you want to effectively promote products or services to the business market, but do not have the resources or knowledge. Agencies offer experience, resources, tools and experts capable of effectively executing B2B marketing campaigns. For smaller companies, this can be more cost-effective than hiring a full marketing team.
What can a B2B marketing agency offer?
Answer: B2B marketing agencies offer a range of services such as marketing strategy development, creative and branding, content marketing, B2B training, lead generation, digital marketing, analytics and reporting. Their activities aim to support clients in achieving their marketing goals through appropriate strategies and tools aimed at companies or institutions.
