Breaking into the world of B2B business can be very tough. Even if you’ve had experience running a B2C company before, you’re stepping out into completely uncharted territory. Just like a B2C firm, marketing will be a huge factor in your start-up period if you want to be successful. When you’re selling to another entrepreneur however, your tactics will have to change slightly. Here, I’ll go over some of the best advice for marketing a new B2B business. I hope it helps your operation get off to a flying start!
So, what is b2b marketing? All marketing for your B2B firm is going to be centred around a strong pitch. This is how you’re going to introduce your business and the solutions it can offer to other business owners. If you want to get a hold of some valuable clients, then this obviously needs to be strong. Once you’ve settled on a good pitch, the most important thing is to learn it like the back of your hand. You have no idea when you’re going to bump into a prospective client, or how long you’re going to have to get them on board with your idea. Sure, when you’ve got an audience with another CEO, you can take your time and go into as much detail as you like. However, you’re not always going to have that. Try and shave your whole pitch down to a concise, 30-second speech. It should tell prospective clients and customers exactly what you do and what sets you apart from the competition. Take out all the complicated jargon, and ensure you can make it compelling. When you need it, your quick pitch will be there for you.
My next big tip is to create some materials to accompany your pitch, and make sure they’re all consistent. This will ensure your message doesn’t get warped, and that all the outgoing communication about your company is accurate. An intern probably won’t be able to make a verbal pitch nearly as well as you do! Put together an information pack containing a bio about you, and the other main higher-ups who have been there from the start. You’re going to need professional headshots at some point, so get some and throw them in. Have some good-looking business cards printed so that you and your colleagues can hand them out when you’re really pressed for time. As long as your material is informative and not too long-winded, you can include anything that you think might interest your prospects. You could gather some press releases, partner profiles, customer testimonials and so on.
While consumers don’t look far past the product, another CEO will certainly want to know a bit about you. For this reason, you should also look for ways to establish yourself as a key thinker for your industry. It’s all very well being up-to-date and knowledgeable about your niche. However, you need to be seen contributing to its community if you want your B2B firm to make it. Attend a lot of different networking events and seminars which are tied to your industry. Talk to as many different people as you can, whether they could end up as a customer or not. Chime in on discussions with some memorable point if you have them. It’s also a good idea to get friendly with some of the event organisers at these things. This could eventually lead to you getting to speak at another one.
Of course, these days you can do a lot of the work from a computer. Spruce up your business’s profile on LinkedIn, write some insightful articles and publish them through your personal account. Draft some strong whitepapers, and publish them on your website or blog. You can also help your company’s visibility by publishing some insightful comments on popular articles. Take note of the word “insightful” here. If you write obvious or forgettable comments wherever you go, you’ll only stop your firm from being taken seriously. It may take some time to figure out which channels work best, and attract the biggest fish from your particular niche. Once you’ve figured it out though, getting your business noticed will come a lot more naturally. Talk to your board to get a firm brand identity in place, then network like your life depended on it!
I hope this advice gives you a great start to your B2B venture. When you’re fishing for other CEOs as clients, you have to switch up the bait. After a little experimentation though, your marketing will be easy.