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Why we care about B2B marketing: A guide for marketers

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Why we care about B2B marketing: A guide for marketers

The B2B buyer journey is evolving rapidly as it becomes more digitized, less predictable, and more complex. The challenge for B2B marketers is to support what is now largely a self-guided journey involving numerous personas on accounts and increasingly expanding buying teams. Strategies that were once traditionally B2C are now being adopted by B2B marketers.

As companies speed up the adoption of digital processes and technologies, it is likely you will soon be interacting with increasingly tech-savvy customers. As a result, you can no longer appeal to buyers using traditional tools. Marketers need a more analytical and innovative approach to selling.

This article will walk you through various marketing strategies to help you reach your target business audiences and tell you about a few of the latest trends in the industry. Key points covered include:

Estimated reading time: 9 minutes

What is B2B marketing?

B2B marketing refers to the marketing strategies employed by firms selling their products and services to other businesses. In B2C marketing, companies sell directly to the end customers and are more transactional, with a higher volume but a generally lower price per sale.

B2B marketing often relies on educational content to communicate with business clients. This is because buyers seek expertise when dealing with other businesses, while consumers typically seek the best deals and most exciting products. So your marketing needs to be more personalized than it might otherwise be when targeting B2C customers. This difference often results in longer sales cycles for B2B marketing than for B2C marketing.

Types of B2B marketing

There are many different B2B marketing strategies. While companies tend to focus on B2B marketing channels that produce more leads, it may make sense to prioritize the ones that produce the highest ROI for your company. The following section lists a number of strategies that you can mold and adapt to suit your specific needs and target audience.

Email marketing

Email marketing has long been the mainstay of B2B e-commerce. It is a cost-effective and efficient way to reach potential clients and, as a rule of thumb, has the highest return on investment (ROI) in B2B marketing. It is this simplicity and high ROI that makes email marketing the cornerstone of any marketing operation. According to a study by Litmus, four out of five marketers find email marketing more essential to their operations than social media marketing.  

Email marketing gives you direct access to buyers without relying on any intermediate party, as is the case with search and social media.

As for B2B marketing, email marketing should be used in conjunction with other useful strategies like account-based marketing (ABM). ABM involves triaging potential accounts and optimizing your marketing strategy to target the accounts that are likely to be most valuable.

Ultimately, you need to remember that the most important element is to personalize the content for your audience. The more your clients feel valued, the more likely they are to use your services and keep coming back for more. Prioritize quality over quantity.


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Content marketing

Content marketing strategies have consistently been one of the most reliable tools at a B2B marketer’s disposal.

If customers regularly see your firm as a source of top-quality industry content and thought-leadership, their trust in its products and services increases accordingly.

Remember that your content marketing isn’t restricted to written blogs; you should also focus on publishing e-books, white papers, images, infographics, GIFs, podcasts, and videos that you can share to engage and retain your audience. Webinars are not only an important part of a B2B content strategy, but excerpts can be re-utilized on websites and landing pages.

Social media marketing

Most successful businesses today have an online presence on at least one of the top social media websites. In the B2B marketing space, LinkedIn and Facebook are the most commonly used social media platforms, according to survey data from Databox.

Typically, firms use these platforms to achieve the same goals they seek to achieve through other forms of digital marketing — high engagement and advertising. However, to be successful on social media, B2B companies need to find a middle ground between creating engaging content and ensuring they don’t ruin their audience’s experience on the platform. To do this, marketers should identify the kind of content their target audience wants to see on social media platforms.

While developing and posting social media content, firms need to consider what their buyers’ collectives are after. Buyers’ collectives are groups of important stakeholders whose approval is mandatory if the company is to make any business purchases. They are an important audience that should not be overlooked while planning your social media marketing strategy.

Your social media content should also project values that align with the concerns of the buyers’ collectives of your target firms. Create content that is relevant to their needs and speaks the language of their industries.

You should also track your competitor’s social media marketing strategies and measure their success. However, while keeping tabs on your competitors is crucial, it doesn’t mean a parting of ways with original content. In order to catch buyers’ attention, your social media content needs to offer them something they haven’t seen before.


Why we care about B2B marketing A guide for marketers

New features are making marketing automation platforms more powerful than ever. Learn about trends and capabilities of marketing automation software in the latest edition of this MarTech Intelligence Report.

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Frequently asked questions about B2B marketing

B2B marketing is a straightforward concept, but marketers still may have some reservations about the process. Here are some of the most popular questions marketers have about B2B marketing.

What are the key differences between B2B and B2C marketing?

One of the main differences between these two forms of marketing is the target audience. B2C marketers seek buy-in from individual consumers while B2B marketers engage with decision-making teams’ brands.

Another difference is that B2B marketing tends to focus more on providing educational resources to customers to help them become better leaders in their respective industries.

What are the benefits of B2B marketing?

B2B marketing programs meet executive-level buyer needs via highly targeted promotions. These tactics can help marketers increase customer lifetime value and overall brand loyalty by speaking more effectively to their needs. This helps brands craft better customer experiences and reduce churn.

Brands who practice B2B marketing also get to engage with a growing market — one that’s expected to hit $18.57 trillion by 2026.

What are the types of B2B marketing platforms and software available?

Most B2B marketing platforms use automation technology to help professionals better scale their efforts. These platforms offer features such as AI-based predictive lead scoring, product recommendations, and ABM and social media campaign integration. Some of the biggest names in this sphere include Marketo, HubSpot and Salesforce Pardot.

What are the top brands in the B2B marketing space?

Many of the top B2B brands have been around for decades, helping pave the way for others in the space. However, several newer companies have become big players as well. Today, the B2B space is led by brands such as Adobe (which owns Marketo), HubSpot, Oracle and Salesforce, with many other leaders in the mix as well.

Top platforms specializing in ABM capabilities include Demandbase, MRP, 6Sense, Terminus and Triblio.

The future of B2B digital marketing

The growing number of brands in B2B suggests a bright future for marketers in the space. Yet, as we’ve seen over the past few years, a combination of societal factors has transformed the ways B2B marketing engages with customers.

Online events and interactions

The COVID-19 pandemic has permanently altered the format of events and interactions in the B2B marketing sphere. An increasing number of marketing events are now virtual or hybrid. And, 72% of marketing professionals expect to attend the same number or more once in-person events return, according to a survey conducted by Vimeo.

As buyers become more willing to access digital spaces, marketers must make the most of their potential. This includes expanding digital marketing strategies to the metaverse, which could be a great way to connect with millennial and Gen Z buyers as over half of both groups are interested in using the technology, according to a survey from Morning Consult.

For B2B marketers, the metaverse represents a unique opportunity to interact with a large audience at an unprecedented scale. It enables B2B vendors to provide remote assistance to their clients, create immersive training programs, and get involved in the production process right from the manufacturing stage.

The metaverse’s virtual reality capabilities also allow B2B marketers to give customers a 360-degree view of their product.

Leveraging AI in marketing

Artificial intelligence has the potential to be used in several stages of the marketing process, making it an invaluable asset for marketers in many ways.

Integrating customer data. Most brands interact with their clients both digitally and physically. AI can bridge the gap between these two modes of interaction and help you get a bird’s eye view of all customer preferences.

You can use AI-powered nurture campaigns to send personalized emails to individuals who may have visited the company’s website. AI can also be used to keep track of intent data, which enables marketers to understand a customer’s actions. This is preferred over clicks and download statistics since it gives you a better idea of whether the customer is willing to buy.

More efficient programmatic advertising. AI can also aid B2B marketers in segmenting channels to identify the most effective way to engage with potential buyers. Artificial intelligence completely revamps media buying and programmatic advertising through this process. This is essential for personalizing your advertisements.

Account-based marketing

Account-based marketing allows marketers to focus their efforts on best-fit accounts to boost conversion rates. In today’s highly competitive environments, marketers must make the most of the data they have at their disposal. ABM ensures that companies focus on the accounts with the highest potential ROI. This allows sales teams to prioritize boosting relationships with bigger accounts.

While account-based marketing is not a new concept, the abundance of information now available to prospective clients makes this easier to undertake at scale. In fact, the proper implementation of ABM can mean higher attributed revenues and lead to more conversions, improving marketing ROI.

Successful ABM requires a strong alignment between sales and marketing on which accounts to target and the ability to provide clients with a personalized experience.

The pandemic has re-emphasized that change is the only constant. B2B marketers must keep up with the latest trends in the industry to differentiate themselves and stay well ahead of the curve.


1650069292 819 Why we care about B2B marketing A guide for marketers

More B2B marketers are adopting account-based marketing than ever before. Find out why and explore the ABM platforms making it possible in the latest edition of this MarTech Intelligence Report.

Click here to download!


Resources for learning more about B2B marketing

The B2B sector represents a compelling yet constantly shifting market for marketers. The proliferation of digital channels increasingly puts pressure on marketers to generate engaging content that can drive leads.

Here are some B2B marketing resources to help you choose the best solution for your brand:

Account-based marketing: A snapshot

What it is. Account-based marketing, or ABM, is a B2B marketing strategy that aligns sales and marketing efforts to focus on high-value accounts. 

This customer acquisition strategy focuses on delivering promotions — advertising, direct mail, content syndication, etc. — to targeted accounts. Individuals who may be involved in the purchase decision are targeted in a variety of ways, in order to soften the earth for the sales organization. 

Why it’s hot. Account-based marketing addresses changes in B2B buyer behavior. Buyers now do extensive online research before contacting sales, a trend that has accelerated during the COVID-19 pandemic. One of marketing’s tasks in an ABM strategy is to make certain its company’s message is reaching potential customers while they are doing their research. 

Why we care. Account engagement, win rate, average deal size, and ROI increase after implementing account-based marketing, according to a recent Forrester/SiriusDecisions survey. While B2B marketers benefit from that win rate, ABM vendors are also reaping the benefits as B2B marketers invest in these technologies and apply them to their channels.

Read next: What is ABM and why are B2B marketers so bullish on it?


About The Author

1647397546 471 Why we care about adtech The complete guide
Akshat Biyani is a Contributing Editor to MarTech, a former analyst who has a strong interest in writing about technology and its effect on marketing.


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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

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Salesforce rolls out new edition of Marketing Cloud for small businesses

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Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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Elevate Your YouTube Channel: Top 4 Video Editing Tools

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Elevate Your YouTube Channel: Top 4 Video Editing Tools

Elevate Your YouTube Channel Top 4 Video Editing Tools

Launched in 2005, YouTube now stands as the second largest search engine after Google.

Almost 2.7 billion people use YouTube worldwide every month and 87.7% of those users access it on their mobile phones.

Owing to the large number of video content available on the platform, you want to ensure that yours stands out.

To make it happen, you need to master effective content creation tips, use fantastic lighting, and invest in powerful video editing software.

There are tons of editing tools on the market that promise amazing results. 

To help you cut through the noise, I’ve curated a list of the 4 best YouTube video editing software.

Whether you’re a beginner or a pro, there’s something for you. Keep reading.

1. Movavi Video Editor

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Top on the list is the Movavi Video Editor, one of the best YouTube video editing software for beginners.

It enables you to create compelling videos using advanced tools like audio correction, motion tracking, and chroma key without requiring any technical knowledge.

Additionally, you’ll find several ready-made YouTube intro videos and a large library of background music and audio clips.

Although the user interface is easy to navigate, Movavi still provides video tutorials to make you feel confident while editing.

Movavi runs on Windows (versions 7 to 11) and Mac OS X (10.15 or higher).

Key Features

  • AI background remover: Replaces backgrounds without a green screen
  • AI motion tracker: Sticks effects and images on moving objects
  • Precise frame cuts: Makes cuts with precision and attention-grabbing montages in one click
  • Color correction: Boosts colors so viewers can stay glued to your YouTube channel
  • Overlay effect: Offers 13 blending modes to create professional-looking videos
  • 4k resolution: Saves videos in ultra-high quality form
  • YouTube Integration: Saves you time by sharing videos directly to YouTube

Pricing

Movavi offers a generous free plan and three paid plans with different sets of features. Here are the prices for various plans it offers:

  • Free
  • Video Editor: $49.95/year
  • Video Editor + Effect Packs: $155.95/year
  • Video Suite + Effect Packs: $94.95/year
1708399564 966 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399564 966 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Easy to use

Tool Level

Beginner/Intermediate

2. Adobe Premiere Pro

1708399565 365 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 365 Elevate Your YouTube Channel Top 4 Video Editing Tools

If you’re looking for the best YouTube video editing software that can transform a basic clip into a ready-to-upload video, Adobe Premiere Pro is your best bet. 

It integrates with all the apps in Adobe Creative Cloud to help you streamline your workflow.

Adobe Premiere Pro boasts an extensive range of features, from color correction tools and visual effects to collaboration tools for teams. 

Also, you can optimize the export settings to preserve the quality of your YouTube videos when you share them online. 

Although Premiere Pro is popular among professional video editors, follow the video steps for beginners provided on the platform to learn how to use it. All you need is a powerful computer and willingness to study the available tutorials.

The app is compatible with Windows (10 or later) and macOS Monterey (version 12 or later).

Key Features

  • Text-based editing: Removes pauses with ease
  • Project templates: Retains assets, colors, and branding across multiple projects
  • Speech-to-text conversion: Automatically creates captions and transcripts in over 18 languages
  • Auto reframe: Automatically detects and adjusts aspect ratios to easily upload videos to YouTube
  • Adobe stock library: Offers access to stock video footage, photos, and over 75,000 audio tracks and remix the length to fit your video

Pricing

Adobe Premier Pro offers two paid plans. Here are the details:

  • Premiere Pro: $29.99/month
  • Creative Cloud All Apps: $59.99/month
1708399565 222 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 222 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Has a steep learning curve

Tool Level

Intermediate/Advanced

3. Shotcut

1708399565 295 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 295 Elevate Your YouTube Channel Top 4 Video Editing Tools

Available on Linux, Windows, and macOS, Shotcut is a comprehensive YouTube video editing software solution. 

It supports various video and audio files, including AVI, WAV, and MP4.

The video editing software is great for complex projects as it allows you to combine several audio, image, and video files into one video. 

Also, editing on the platform doesn’t follow a chronological order; you can make changes at any point.

Shotcut may not be the best editing tool for new content creators because of the learning curve. 

However, the platform has a video editing guide, including a community of Shotcut users who are willing to assist you.

Key Features

  • Native timeline editing: Supports all video and audio formats, including 4k and 8k resolutions
  • Cross-platform editing: Gives you the option to start a project on macOS and switch to Windows without hassles
  • Video effects: Offers built-in effects like auto-rotate, white balancing, timeline fader, and 360° video filters, without installing any plugins
  • Display and monitoring: Ability to preview videos in low resolution to improve the speed of real-time effects
  • Keyframing: Option to define the start and finish points of effects along the video timeline such as transition, sound, and brightness or contrast

Pricing

 Shotcut is completely free to use as it’s an open-source software solution

Usability

It has a steep learning curve

Tool Level

Intermediate

4. Lightworks

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If you’re looking to create the best videos in a short time, Lightworks is the way to go. 

It’s the best YouTube video editing software for beginners who are willing to learn video editing as they grow their YouTube channels.

Similar to Shotcut, the platform is loaded with all the tools you need to go from a beginner to a pro.

You can edit, color correct, add titles, and more using the drag-and-drop interface. 

Also, it’s compatible with YouTube video format and resolution for ease of uploading content.

All versions of Lightworks can work on Windows (8 and later), macOS (10.14 and later), and Linux.

Key Features

  • Universal timeline: Accommodates video footage of any quality, size, or frame rate
  • Flawless audio editing: Offers various audio effects and the option to sync with video for an immersive experience
  • Visual effects: Offers a simplified suite of over 700 customizable motion graphics and titles for easy to advanced editing
  • Easy export and share: Allows you to share videos on YouTube directly from the platform

Pricing

Here are the pricing plans offered by Lightworks.

  • Free
  • Create: $9.99/month
  • Pro: $23.99/month
1708399565 484 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 484 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Easy to use

Tool Level

Beginners/Intermediate/Advanced

Pro Tip: According to Attrock guide, the best video maker can offer training resources for non-technical users. This is particularly designed for video marketers who have no high skills in video creation and editing.

Choosing the Best YouTube Video Editing Software

Getting the best YouTube video editing software shouldn’t cost a fortune. 

Platforms like Shotcut and Lightworks offer free tools for both beginners and expert editors.

However, if your YouTube channel is already monetized and you’re willing to spend money on a super-advanced tool, Premiere Pro will be ideal.

Lastly, if you’re ready to level up your video editing game, try Movavi today. You’ll save money while accessing advanced editing features.


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