B2B Marketing Communications: The Best Modern Strategy for Success [Updated 2023]

Whether you're a business located in London, New York or Dubai, the way in which you communicate with your customers or prospective customers will ultimately define your success.  If your business is a B2B (Business to Business) company, where your target audience is smaller (than for B2C companies) by default, it's vital that your messaging is appropriate, accurate and timely.

With today's technological advancements, smarter businesses are now leveraging the power of online marketing tools such as the web, email marketing and of course social media to make sure that marketing communication is not only consistent but also across multiple channels.

Should B2B Businesses be Using Online Tools for B2B Marketing Communications?

Absolutely.  Irrespective of what business you are in, if you are planning to market your company to potential customers then it's vital that you target the channels where your customers are.  Many businesses, for whatever reason, forget this simple notion and rather than "fish where the fish are" create expensive, yet sometimes ineffective, marketing campaigns.  

When it comes to B2B marketing communications, keeping it simple really does make sense. Businesses that don't use social media as a marketing communication channel often don't realise that their customers will spend a large part of their time on platforms such as Facebook, Twitter and LinkedIn in addition to a small handful of other websites that they may use when researching areas of interest both in their personal and work lives.  It's therefore important that your business is visible on sites that your potential customers are browsing.  

4 Strategy Tips To Help Your B2B Marketing Communications:

1. Accounts Based Marketing (ABM) offers a highly targeted and personalised approach to marketing, which is vital for B2B. This strategy goes beyond lead generation and brand awareness and encourages lead nurturing, up-selling and cross selling. It is one of the key tools for getting the most value from your B2B lead generation campaigns. Learn more about Account Based Marketing and how it can benefit your lead generation efforts here. 

    

2. If your customers are likely to be on platforms such as Facebook, Twitter and LinkedIn - you need to be there too.  Brand visibility is just as important (if not more important) out of work than it is during work time as your potential customer may be more 'off-guard' and open to marketing during their personal time, as they may be under less pressure and more open-minded during these times.

    

3. If your customers tend to be online researchers, then make sure your company has a bank of answers for any questions that your prospects are typing into Google.  The latest figures suggest that 88% of people now research products and services online BEFORE speaking to a company about this.  Today's customers have an infinite amount of information available to them compared to just 10 years ago.  Therefore, the best way for companies to prepare themselves for this change is to create the type of content that their customers are searching for and host these on their website.  A corporate blog is probably the best location for this.

    

4. Assess and analyze the length of your sales cycle and make sure that you feed your prospects with good quality and highly relevant content at different stages of the sales cycle.  This content can be delivered in the form of personalized emails or social media feeds.

In this article, we have touched upon some areas of Accounts Based Marketing and Content Marketing, which today forms the basis of the most successful B2B Marketing Communications strategies being implemented by companies all over the world.  

At Nexa, we've been running ABM campaigns and B2B Marketing campaigns for clients for years. By working with Nexa, you'll be able to take advantage of our experience and expertise when it comes to Account Based Marketing and B2B Marketing and how it can impact your business' growth journey. If you'd like to learn more about content marketing, please contact us today.