How to do B2B marketing? Follow this step-by-step guide to success

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Many sales representatives and managers hear about marketing strategies every day. However, few put them into practice as they should . However, without good advertising, brand building, data analysis and target audience knowledge, it is difficult for professionals working in the B2B market to get as far as they would like. This is because competition grows every day , as do customer demands.

So, where do you start? What is the difference between traditional and digital marketing in B2B? What steps should you take to create your first successful actions? If these are questions that you have on your mind, don’t worry — we’ll answer them in this article.

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What is B2B marketing?
B2B (business-to-business) marketing is a strategic approach that aims to create meaningful connections and generate business between companies. By adopting the best practices available (which will be listed below), companies can maximize their growth opportunities and achieve exceptional results.

How does it differ from B2C?
B2B marketing deals specifically with relationships between companies. On the other hand, B2C aims to delight the end consumer — that is, the one who will buy from your retailer.

The acronym B2C stands for what is south africa phone number Business to Consumer. Or, in Portuguese, from company to consumer. They use an emotional bias and seek to awaken urgency in the consumer. An example sentence that illustrates this reality is: “either you buy now, or you may be left without later”!

Furthermore, these are actions that seek to satisfy a specific desire or need on the part of the buyer. Do you know that piece of clothing that an influencer promoted on social media, everyone wanted, and it sold out in a week in all stores? It probably won't remain popular for months and months, right? You need to take advantage of the success. This is the logic of B2C: sell as much as possible in the shortest time available .

In B2B , the reality is different. After all, it is much more advantageous for a company to win over customers who buy large volumes and sign long-term contracts . This is because with “few” buyers, the business guarantees stability and recurrence in sales.

Image listing the main differences between B2B and B2C consumers
Summary of the difference between B2B and B2C audiences
There's no point in closing contracts on the spur of the moment, starting production on a large scale, the client changing their mind and you losing everything, right?

However, winning over loyal, long-term customers is not that simple. You need to show yourself to be trustworthy, responsible, efficient, helpful and attentive. In other words, you need to go beyond price and offer value to the B2B customer .

How important is B2B marketing?
In B2B marketing, efforts are directed towards attracting and engaging decision-makers and influencers of companies who are potential customers . In addition, it focuses on building long-term relationships based on trust and mutual value, which is essential to establishing lasting partnerships.

Therefore, doing B2B marketing correctly increases the visibility, authority and persuasion of the business , which are fundamental for success when prospecting and growing.

To achieve this, relevant actions and content are needed, personalized and focused on the specific needs and challenges faced by companies, deeply understanding their pains, needs and motivations and providing solutions with clear and measurable benefits.

How to do B2B marketing? Step by step
Once you understand the concept, it's time to get your hands dirty and learn the step-by-step process to get started now. Check it out!

1. Know your target audience
To apply any marketing concept effectively, including B2B, you need to understand the customer's motivation . In other words, what makes them want to consume or acquire a product or service. This motivation undoubtedly changes depending on the B2B area in question.

For example, a beverage distributor will have a completely different customer profile than a pet shop, right? Even though both work with B2B strategies, they will need to approach buyers and potential customers in different ways .

Therefore, it is essential that, in order to understand how to do B2B marketing in practice, each person researches, defines and knows their target audience. Then, you need to look at the businesses you want to reach and list their main attributes . An example of a list would be:

“Medium-sized companies, with up to 300 employees, which have an average turnover of R$10 million annually and which fall into the food and leisure segments. They must be Brazilian and be looking for business with advanced technical support.”

By mapping your customer base and aligning the information obtained with your short, medium and long-term goals, you will already be able to capture very relevant information. This information will help you build your target audience.