Marketing to businesses can be tricky. Unlike marketing to individuals or households, where there might be only one or two decision-makers, in businesses, decisions are often made by committee. In fact, “Chief Marketer” notes that, on average, B2B accounts have 13 influencers involved in the process. Thirteen! This is why successful B2B marketing requires a different approach. How can you run a successful B2B marketing campaign?
- Use multiple touches every time. According to BrightFunnel research, it takes an average of 18 touches to close a B2B deal. Combine that with 13 influencers, and you have a complex decision-making process that requires a coordinated approach targeting multiple people in multiple areas of the company.
Multiple touches are also necessary because individual stakeholders may need distinct types of information at each stage of the sales journey. Different channels have different strengths, so the channel you use to bring your product to the company’s attention may not be the same as the one(s) used to drip more detailed information along the way.
B2B campaigns require multiple channels and multiple touches at different stages of the process.
- Get to know who all of the influencers are. Getting in front of influencers requires knowing who those influencers are. Sometimes, they can be hidden. If you are selling IT equipment, for example, you might know that you need to contact the directors of IT and finance, but the purchase decision might also be influenced by people in marketing, sales, and customer service. Find out who all of your influencers are because, at some level, you need to be marketing to all of these people, too.
- Get fresh data. The more you get to know your influencers, the more you can motivate them with relevant messaging. There are many effective data suppliers out there, so don’t be afraid to try something new. When a single account may be worth hundreds of thousands of dollars, it’s worth the effort to find new sources, test their effectiveness, and make sure you are reaching the right people with the right message at the right time.
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