B2B users are a whole different ballgame in the marketing community. Treating them the same as B2C audiences won’t bring in the engagement and revenue businesses are looking for.

Marketers can look at building a project management plan for engaging with these client bases—having a plan in place will streamline the outreach process.

To build your plan, you can use the six steps outlined below that will help you reach the B2B audience market in 2020.

Determine the Goal of Your Product

Businesses pivot around their products—what they do and how they do it—these are the staples of all marketing efforts.

And it is not surprising that marketers often get bogged down by the details— the specifications that product developers share sound enticing and make for great marketing materials.

But, if you take a step back and look at the way you are marketing and selling your products online, you might see that you aren’t giving your B2B users any value.

Instead of highlighting the specs of your product, draw users’ attention to what it can do for them.

Ask yourself, how does your product solve user problems? How does it add value to their lives and businesses? In other words, showcase the ways the product benefits users.

Your project management plan should include these aspects of your product that can be highlighted in marketing materials going forward.

Build Customer Personas

Company Structure Flow Chart_Venngage
Source: Venngage

B2B audiences are different from B2C audiences—for one, they make huge investments in money.

Plus, the process of converting them into customers tends to go through many levels of management before being decided upon.

One cannot effectively reach B2B users without targeting the right managerial department.

That is why marketers for B2B products need to use an organizational chart maker to define their target audience’s internal business structure.

Once you create that chart, you can define your messaging and channels to reach the appropriate people in the correct department.

There is another aspect of defining your B2B customer—understanding their personalities. This is a bit different from outlining individual customer personas but the principles are similar.

Within organizations, end-users will be the ones using your product. Why would they want to push their managers to buy from your company and not another?

You need to learn these end-users’ needs when you begin your marketing campaign. To get a clear understanding of their requirements, use assessment tools to determine their behavior.

With this information in hand, you can begin to build B2B customer personas that will be more accurate and bring in the sales you are aiming for.

Analyze Marketing Channels

There are numerous marketing channels for reaching out to B2B users—but are they drawing in the right customers who then go on to make a purchase?

Study analytics for your channels to learn which audiences are being attracted by your social posts, SEO, and website.

Are these the customers you are targeting? Or do you need to tailor your messages to reach your audience?

Look at the current digital marketing trends to find which channels are used in the B2B market—this will help marketers define the platforms to focus on.

Remember, as much as you want to reach your target audience on as many channels as possible, this may lead to teams being stretched too thin.

Having a presence on a channel isn’t the same as engaging on it—and B2B customers should feel more engaged.

Channel analysis should be an intrinsic part of planning to reach out to your B2B audience—dedicate a section of your project plan to it.

Competitor Analysis

Competition in the B2B sphere is massive because the target audience is much smaller—due to there being more people than companies.

Losing out on a single customer could severely impact a business’ sales for the quarter.

That is why B2B companies need to conduct a thorough competitor analysis report of the businesses in the field.

This will help them define which areas they haven’t been targeting, and what methods they could still adopt to reach their target market.

Don’t just look at where your competitors are reaching out, but also how they’re doing it. Are they using blogs, social media, word of mouth, or referrals?

Use this information to start retargeting B2B shoppers—by writing more blogs on product uses, creating referral programs, sending shipping alerts, and optimizing sales follow-ups.

The competitor analysis should be included in your project plan so that everyone involved in marketing and sales knows what work still needs to be done.

User Segmentation

Your marketing messages can be impactful and targeted but if they aren’t reaching the right user segments, they will fail to bring in revenue.

Another reason why B2B customer segmentation is important is to avoid being caught by spam filters or accidentally being added to an email blacklist due to irrelevance.

This could derail all efforts to reach a possible high-conversion target for a long period of time.

To segment your users, look at the following factors:

  • The industry of the customer—targeting the wrong industry will lead to failed campaigns
  • Where the business is based—local businesses may be more relevant as your audience
  • Size of the customer—look at the number of employees as well as the revenue generated
  • Whether the business is a parent company, subsidiary, or run by a solopreneur
  • How the business has been performing in recent years

By dividing up users, marketers will be able to personalize their messaging on platforms that are frequented by their ideal client base.

Repeat the Exercise

The market isn’t static and neither can the user outreach plan be—it will need to be updated annually, at least.

Technological changes are a part of life and they will impact how customers find your company and how your business can benefit them.

With the changing needs of your audience, your business will also have to adapt—that is the best way to stay afloat.

Marketers should be open to researching their target audience as well as repeating the steps above to ensure they are reaching their users.


B2B users have different needs, which makes outreach to them a different exercise to B2C audiences.

We have outlined six crucial steps in creating a successful project plan to reach B2B end-users.

It can take some time to gather the necessary information but once that is complete, marketers will be able to reach their target clients and boost the company’s revenue streams.