8 Marketing Tactics That Will Boost Your B2B Strategy

How is your B2B strategy performing? Is it getting you the results you want? As any good coach will attest, you have to continually grow your team’s strengths to keep up with the competition. The same is true with marketing.

As modern marketing expands and audiences change, new strategies emerge. If you want to stay on top of your game, you need to regularly add new methods to your playbook. With that in mind, we’ve gathered 8 tactics from Influitive’s 2017 State of Customer Marketing Report to bring you up to speed on your marketing strategy

Let’s look at 8 approaches that you can add to your current marketing strategy, and how you can implement them.

8 Tactics That Will Beef Up Your B2B Strategy

1. Case Studies and Testimonials

B2B buyers are inundated on a daily basis with advertisements and marketing pandemonium. How can you break through this noise and earn the trust of B2B buyers in your industry? One very effective way: Customer testimonials.

The unbiased voice of other buyers can make all the difference. Studies show that 53% of B2B buyers rely on peer recommendations before they make any purchase decisions. You can use customer testimonials in a number of ways to get the attention of buyers. For instance, use this valuable material…

  • On your website
  • As snippets on social media images
  • In marketing materials that you send out to your leads
  • In a blog post
  • In a Slideshare
  • In a video (with your customer front and center)
  • In your email marketing campaign

2. Advocate Programs

Your customers are your largest resource — and for many companies, this resource has yet to be tapped. Take your happy customers and encourage them to take your business relationship public. This goes beyond testimonials or case studies, where you showcase your customer’s feedback with your followers. This gets your brand in front of a wider audience by leveraging your customer’s followers.

Create a system that rewards participants with opportunities and benefits that will excite customers. Search out and engage with prospective advocates on social media. When someone puts your brand in a positive light, you can reach out to him or her. You can also reward them by resharing their content on social media, or offering them some additional benefit.

Don’t forget about your employees. They can be a powerful force in your advocacy program. Employees who sing the praises of their brand are few and far between, which makes their voices stand out.

3. Online Community Interaction

Where online do your customer’s conversations take place? LinkedIn groups? Quora? Facebook? Find out where your customers are asking questions, or talking about industry matters. Once you learn where they are, get involved. Begin by determining which issues your customers care about. When you are able to add meaningfully to the conversation, do so.

You can take this a step further by creating your own online forum where customers can share feedback and opinions — all with a comfortable level of anonymity. This creates a trusted database of information that potential customers can tap into before making a purchase decision.

Many companies have successfully set up such online communities, and are reaping the rewards. When you own your own platform, you…

  • Have more control and flexibility of how you interact with your audience.
  • Own it
  • Have more unique design options
  • Have more extensive analytics
  • Won’t have to compete for your audience’s attention — no other brand will be there to steal your thunder

4. Interactive Newsletters

Email marketing is a vital component of strategy for many B2B businesses — 41% of companies still send out newsletters. In fact, 86% of professionals prefer to use email when communicating about business, and three quarters of companies agree that email offers “excellent” to “good” ROI. Many companies are taking this one step further, however, with interactive newsletters.

Your next interactive newsletter could include:

  • Video downloads
  • Surveys
  • Feedback requests
  • Contests
  • Links to in-depth content on your website
  • White paper downloads

5. Customer User Groups

Ever wish you could get inside the head of your B2B buyers? You can! Set up customer user groups and events where you can get to know your customers. Learn more about your customers, their business challenges and product needs. Your groups could include hands-on demos or feedback discussions to encourage open conversation.

These groups are two-way streets. While it gives you the opportunity to learn more about your audience, your audience will have a chance to become familiar with your brand. It fosters a positive relationship where both sides get to know and see the other in action.

6. Cross-Sell or Up-Sell

What do these terms mean? Cross-selling is when you offer more products complementary to the one your customer just bought. Up-selling is when you offer your customer a chance to upgrade a product.

When your customers purchase a product, it shouldn’t be the end of the line. Think about it — they have already done their research, and decided on your brand. Why not show them a compatible product — or an upgrade — that may help them with a similar challenge or fit their needs even more? This strategy shows your customers the array of options within your company. It also shows how well you understand the needs of your customers.

7. Referral Program

Encourage happy customers to spread the word about your brand — and when that word-of-mouth turns into a completed sale, reward the customer who put it into motion.

Let your customers know the rewards of spreading the word to their fellow business owners about your products or services. We cannot emphasize this enough — word of mouth is the leading way to reach potential B2B buyers.

8. Niche Targeting

Some companies aim to be more general in their messaging, hoping it will resonate with more people. This method, however, often comes back with a bland response. But the more specific a message is to someone’s niche, the more excitement it will generate — and the more it will truly resonate with that niche audience.

It really pays to segment your audience into specific buyer personas. Drill down to the specific niche of your target audience you want to reach. Then create messages focused on each niche. You will find your audiences to be more responsive to such messages,

Key Points to Remember…

  • Case studies and testimonials are a key way to break through the constant noise of advertisements, and reach B2B buyers.
  • Make your email newsletters more interactive to engage with your prospects
  • Use customer advocate and referral programs to reward those who sing your brand’s praises to others.
  • Get as specific as possible when you segment your audience, in order to create a message that resonates with individuals.

The more you use these 8 tactics in your marketing, the more you will build your B2B strategy to be unbeatable.