5 Essential Digital Marketing Tactics for B2B companies

07/07/19 • 7 min

The Digital Marketing Podcast with Mandar Marathe

Marketing for B2B companies is slightly different than marketing for B2C companies. For B2B companies, the target audience is quite niche. You are targeting top fortune 500 companies or may be just the CEO's / CMO's / CTO's who are decision makers at these companies. For such a small and well defined market, you need to reach out to them in a different manner. Here are our 5 essential digital marketing tactics for B2B companies: 1. LinkedIn Ads: LinkedIn has paid advertising which allows you to precisely target decision makers. You can target basis of geography / location, role, designation, years of experience and many more parameters. You could also upload email IDs and remarket to your website visitors. If you opt to use LinkedIn Ads, we'd recommend using the Lead form on LinkedIn. We also recommend using carousel / single image / video in your sponsored content. Here are some additional tips on generating leads via LinkedIn. 2. LinkedIn Organic: One way to drive brand awareness for your B2B company is to be active on LinkedIn and build thought leadership. A good strategy would be to identify and follow influencers in your industry. Once they post on their profile / business page, you should comment on the post by adding some value to all the people who are going to read the Influencer's post. Other than commenting on posts, you should look at adding people to your network and growing your reach. LinkedIn is a good platform to send out collaboration requests to industry peers. You can listen to this podcast on How to optimize your LinkedIn profile to grow organically. 3. Content Marketing: When it comes to B2B businesses, focus your effort on content creation because not many in the B2B space are doing that great with content creation. Build comprehensive guides (10000+ words) and convert them to web pages, create eBooks, Infographics, and explanatory videos. You will need to build content across the consumer journey to have them choose your product or service over your competitors. 4. Outreach & PR on niche Industry websites: Look out for guest author opportunities with Industry websites. You can stand out as a thought leader by contributing insightful content on such websites. For e.g. Crowdfundinsider.com is a website for Lending & Leasing related businesses. You can also strike affiliate marketing deals for your products to generate leads from these industry niche websites. 5. Search Engine Optimization: On page SEO is critical for B2B companies. You need to have Product / Services, Features, Blog, Reviews, Competitor comparison pages on your website to rank higher for your search terms. Do not look at explosive traffic growth when it comes to B2B. Rather than organic traffic, look at other metrics such as conversions (leads) / time on site / inbound calls that come in from Organic traffic.

Previous Episode

5 Core Digital Marketing Strategies for SaaS Products

If you are a SaaS (Software as a service) company, chances are that you are investing a lot of efforts on digital marketing to drive leads. We have worked with a few SaaS companies in the past and since these businesses target a niche audience, it is slightly tougher to market a SaaS business. Here are my 5 core digital marketing strategies for SaaS products: 1. Content Marketing: When it comes to SaaS businesses, focus your effort on content creation because not many in the B2B space are doing that great with content creation. Build comprehensive guides (10000+ words) and convert them to web pages, create eBooks, Infographics, and explanatory videos. You will need to build content across the consumer journey to have them choose your SaaS product. 2. Reviews: Most of the marketing managers / CIOs / CTOs would choose a SaaS product by reading reviews onG2Crowd, SoftwareAdvice and other review websites. Make sure you rock these reviews. Get your best customers to rate & review you on these third party platforms. If you are an app on Salesforce, then your Salesforce App Listing reviews are critical to get adoption and rank higher in the Salesforce App Store. 3. Influencer Outreach: Decision makers who would sign up for your SaaS product would be interested in views of the community. They tend to read a lot of Developer (Tech) & Marketer blogs to get opinions of influencers. You need to reach out to the right influencers in your industry - tech bloggers, marketing bloggers etc. and build relationships to influence their opinion. 4. SEO: On page SEO is critical for SaaS companies. You need to have Product, Features, Blog, Reviews, Competitor comparison pages on your website to rank higher for your search terms 5. Conversion Optimization: I would call it engaging with your potential customers across the funnel. You should be setting up Email workflows and get visitors to subscribe to your newsletters. Rather than focusing on traffic growth, you need to get more juice from your current traffic 5. Conversion Optimization: I would call it engaging with your potential customers across the funnel. You should be setting up Email workflows and get visitors to subscribe to your newsletters. Rather than focusing on traffic growth, you need to get more juice from your current traffic

Next Episode

Social Selling and LinkedIn's Social Selling Index

Social selling is taking out the pitching component of sales. You’re creating conversations about your product and services which organically can produce sales conversations. There are 4 elements to social selling: 1. Establish your professional brand: Complete your profile with the customer in mind. Become a thought-leader by publishing meaningful posts. 2. Find the right people: Identify better prospects in less time using efficient search and research tools. 3. Engage with insights: Discover and share conversation-worthy updates to create and grow relationships. 4. Build relationships: Strengthen your network by connecting and establishing trust with decision makers. According to LinkedIn:

Social selling leaders create 45% more opportunities than peers with lower SSI.
Social selling leaders are 51% more likely to reach quota.
78% of social sellers outsell peers who don’t use social media.

LinkedIn has launched SSI score. Your Social Selling Index (SSI) measures how effective you are at establishing your professional brand finding the right people, engaging with insights, and building relationships. It is updated daily.

To know your score, visit: https://www.linkedin.com/sales/ssi