B2Bs have often done advertising wrong, from mimicking B2C techniques to not doing any marketing, at all. But now, digital technologies and greater, widespread access to information has changed the way businesses across all industries, especially B2Bs market their products and services.
Why cold calling is out
The difficult task of selling rather unsexy products is a constant problem in the B2B world,, and traditional marketing and sales rhetoric stipulated hard sells with direct, loud, interruptive messaging. Think: radio commercials, direct mail, cold calls. The truth is that these tactics were never the most effective for B2B products, which are in some cases compulsory purchases for the customer (like screws needed to assemble their product) and in other cases large, expensive, once-every-ten-years kinds of purchases (like heavy machinery).
This is why many B2Bs, especially those with steady customers, perform very little marketing at all, instead relying on the necessity of their product within its niche and their company’s industry reputation. When recessions hit, however, B2Bs who rely on such methods often find themselves losing income from struggling loyal customers and without the strategies in place to replace those revenue streams.
How to update your B2B marketing plan
Instead of essentially shouting at potential clients to buy a product, inbound marketing uses soft sell techniques to educate potential clients about the value of a product or service, how to use/implement/integrate said product or service, and other topics related to the product, service, or industry that will be of interest to the person responsible for sourcing, purchasing, or approving purchase of said product. No longer do you sell your product, you sell future clients on your company by providing high-quality information that addresses the needs of your target buyers and building trust and brand recognition.
Inbound marketing and modern technology
The transition to inbound marketing has somewhat coincided with the advent of wifi and smartphones; consumers have access to information, and they’re using that information to research products and services before making purchase decisions. This applies to people buying consumer goods, but it applies also to buyers for industrial and manufacturing companies. Buyers and component sourcing specialists at the companies who are B2Bs’ ideal customers are performing online research to compare suppliers and products and find the best product, and deal, for their application. Salesmen are no longer the arbiters of information regarding their products; clients can and do educate themselves and make informed decisions.
If you’re ready to transition from traditional B2B marketing and advertising techniques to a more buyer-centered inbound marketing approach, HA Digital Marketing can help. Contact us online now, or give us a call at (616) 841-9082. Our inbound marketing strategy is proven to produce exceptional results for B2B clients just like you. Check out the case study below to see exactly how Evenbound delivers for B2Bs: