By Valentina Hoffman, Marketing Manager at Grupo RUA
As is well known, when crafting a robust marketing strategy, we must have a deep understanding of our target audience. Depending on whom we are addressing, the challenges will differ.
So, what happens when we design a B2B strategy? While there are similarities, there are distinct differences when the message needs to reach other businesses (B2B) as opposed to end consumers (B2C).
In any marketing plan, it is of utmost importance to identify the needs of our potential customers and consider that the needs of a business are vastly different from those of an end consumer. These needs can vary according to the objectives we have, ranging from adding value and fostering loyalty to maximizing the return on the acquisition of a product or service.
The Importance of Digital Channels
Selling to B2B customers always presents a greater challenge, and the process differs from selling to end consumers. To this complexity, we must add the digital and technological changes we have been experiencing in recent years, which lead many companies to conduct online research when they have a need to satisfy.
Today, with just a click, we have access to all the necessary information to compare the various offerings in the market. Therefore, it is truly important to have a strong online presence for our business, from a consistent website to valuable content across different social media platforms.
LinkedIn plays a crucial role when it comes to B2B marketing. This platform is highly important for showcasing what the company does and how it positions itself in the market. It’s not only about the products and services it offers but also about its cultural values and how it contributes to society. The image we project is increasingly considered when closing a deal.
In addition to online presence, email marketing is a fundamental channel for generating potential B2B clients. One of the key aspects in crafting our campaigns is personalizing the message to make it as targeted as possible and facilitate the desired impact. It is also essential to rely on the statistics generated in each campaign to inform our future decisions.
A Well-Defined and Communicated Value Proposition
To develop solid actions, it is essential to clearly define our value proposition and then communicate it effectively. In other words, we must be clear about what we offer and how we differentiate ourselves. A good way to define the value proposition is by answering the question, “Why should they choose us over our competition?” Many times, companies tend to focus solely on the service or product they offer, but they do not emphasize their unique aspects. It is precisely this differentiation, what makes us unique, that will make our value proposition much more appealing.
However, it’s not just about defining the value proposition; we have to communicate it correctly. This is a particular point where marketing teams play a fundamental role: our work must be in sync with the sales teams.
B2B negotiations tend to be lengthier as they require more reflection and involve different decision-makers. Here, we also see the importance of working together to create the right messages and channels, strengthening communication at each stage of the process.
Diversification of the Value Proposition
To add more value to their customers, it’s very common for companies to innovate in their original offerings by creating different business units.
This new scenario makes the marketing strategy even more complex, as it involves designing specific actions for each unit, which may even have different target audiences. At the same time, we must ensure that communication is coherent, ensuring that the system of units coexists harmoniously and that the business is well understood.
At Grupo RUA, we created Onírica, our digital marketing agency, where we provide services to all types of clients. We leverage our experience of over 10 years of work and offer it to other companies looking to enhance their value proposition.
Often, organizations lack the necessary resources to design and execute a Communication and Marketing plan and require a strategic partner to achieve their objectives. This is where Onírica can be a true ally.
