We spend a lot of time working with companies that market to other companies. In that process we’re often reminding our clients (and ourselves) that we are still marketing to individuals. However, there are definitely differences between B2B marketing and B2C marketing, but those differences are not always intuitive.
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What makes B2B marketing different? Here’s my short list:
- Business purchases are collective decisions – You’re marketing to individuals, but a sale typically requires you to convince a group of individuals to select your solution
- Collective decisions require justification – Because you are marketing to a group, you need to make sure you’re developing content that justifies the selection. And that content must be simple to distribute and share with colleagues
- Email is the #1 business collaboration tool – Nothing is easier to share than an email. This is still the most common way business teams collaborate to make buying decisions
Keeping these three simple principles in mind will help you build more compelling B2B marketing campaigns. Now you have to effectively execute on a day-to-day basis.
Any digital marketing campaign can get complex, very quickly. The very nature of B2B marketing–managing longer sales cycles and lead nurturing processes–can make an organized workflow critical. It’s easy to get a lot of irons in the fire and either get overwhelmed or start dropping the ball. That’ll mess up your campaigns and waste your money. Have you thought about how to keep your daily marketing tasks systematic and consistent?
I’ve taken a little time to document what my daily B2B marketing workflow looks like. The idea came from answering a simple question on r/AskMarketing on Reddit. I figured it’s a pretty interesting question for any marketer.
Here’s how my process breaks down, at the highest level:
- Manage your clock
- Review your metrics–everyday!
- Build your community
- Analyze the content market
- Do something, even if it’s wrong
Questions? Drop me an email at firstname.lastname@example.org and I’ll give you my best answer.