Selling to businesses is one of the most profitable as well as lucrative business segments today. That is why more and more startups are appearing in this segment, who want to conquer their part of the market.
However, newcomers have a hard row to hoe. New companies that want to succeed in this area do not have all the knowledge about the nuances and intricacies of this business, which is constantly changing.
The biggest challenge for companies is B2B online lead generation. In addition, in this area, it is important not only to find new business leads but also to give all your best so that each new business lead eventually becomes a loyal client who will bring a regular income.
Companies have been using effective prospecting tactics for years, such as cold calling, maintaining email marketing, and presenting their products at trade shows. These tactics have been fruitful for many years and have been key B2B marketing strategies that help companies quickly negotiate with the client about the appointment setting for face-to-face communication.
Such methods remain relevant to this day. However, new technologies and trends are emerging that are changing consumer behaviour and also influencing purchasing decisions. In addition to traditional B2B marketing strategies, you need to keep up with the times and find new effective strategies to stay competitive.
We will talk about the challenges B2B companies face in today’s world, as well as what you need for effective marketing this year.
Changes in the B2B market
The radical changes that have taken place over the past few years have affected how the business-to-business market looks today. Trends have changed significantly, as has customer behavior. This has led companies to face new challenges that have forced them to rethink their marketing tactics.
Companies are facing the following challenges:
Hesitating and skeptical clients
Many buyers today understand quite well what tricks companies use to increase sales and profits. They often doubt and are skeptical about what companies are trying to show and tell them.
That is why, instead of meeting with sales representatives, many customers will choose to do their market research, and study potential sellers, and their products first.
Sales representatives will never say something bad that can be detrimental to the company’s reputation. In this regard, customers carefully study all possible offers, as well as study the reviews of other buyers, to make a final purchase decision.
Word of mouth
For the same reasons, clients listen to the feedback of their colleagues and business partners. It is not difficult for them to leave their contact details on the vendors’ sites to receive commercial offers from several suppliers at once and conduct research, finding out all the advantages and disadvantages of cooperation with different companies.
B2B companies use a variety of methods to find potential customers. Finding clients isn’t that hard as there are many B2B lead generation companies like LeadsForce that can provide a list of potential clients. Having received the lists, it is up to the professional skills of marketers, as well as sales managers, who must find the pain points of customers and provide an individual approach to each client.
Since contracts are expensive, customers want to be sure that they will be satisfied with the products. This is why the sales cycle is long and laborious as negotiations can go on for weeks or months because customers may be looking at alternative sellers offering similar products.
What it takes to make marketing more effective
We looked at the challenges sellers face. Based on this, it becomes clear that in addition to traditional marketing strategies that remain relevant, it is necessary to use other modern and effective strategies that will simplify the process of B2B lead generation.
Businesses need to do the following:
Create a user-friendly website
The global pandemic has pushed many companies towards digital transformation. Today, however, a fairly small number of companies have an intuitive website that customers can use to search for information.
The website must represent the brand. It should be modern, elegant, easy to navigate, and should contain comprehensive information about the company and its services.
In addition to being user-friendly, a company’s website should contain a call to action. Some companies offer prospects to leave their contact details for email distribution of commercial offers, others offer various freebies. After that, specialists can begin to establish contact through communication by e-mail. In this process, it’s important to do an email delivery test to make sure the client sees the email and it doesn’t fall into the spam category.
Interact with customers using social platforms
Social networks are used not only by peers for communication. Specialists also use them in their professional environment. Thus, they can learn about companies, find clients, get up-to-date information about trends in various fields, and much more.
The main channels for communication with potential customers are:
They differ from each other, so it is vital to understand what kind of content you should post, given your target audience. Potential customers spend only a few hours on social networks during working hours. That is why the most optimal time for publishing content will be weekdays before lunch.
Think about what content you will post. Plain advertising touting your company and products will not work in your favor. You should provide content that will make potential customers perceive you as an expert in the field.
Interconnected work of marketers and sales managers
Marketers and sales managers have different responsibilities. However, they must work together to secure a contract, otherwise, your company may face long-term issues. Lack of communication can lead to sales managers receiving irrelevant leads from marketers. This, in turn, will lead to the fact that sales managers will not be able to build effective communication with customers.
Competition in the business-to-business sales segment is increasing every year. If earlier companies waited for clients to contact them due to the lack of alternative options, now there are no problems with finding vendors. In addition to using traditional marketing strategies, companies should keep up with the times and implement modern tactics as well as marketing strategies.