4 minute read

The pursuit of that one powerful, ROI-driving B2B marketing strategy can feel like an endless quest. Marketing best practices are always shifting as trends rise and fall and new marketing technologies emerge. That B2B marketing climb can feel especially uphill because of businesses’ complex buyer’s journey—one full of data-driven decision making and lengthy approval processes.

B2B marketing is the process where one business builds a mutually beneficial relationship with another business to buy or sell them their products and services. As businesses’ priorities change, it can be difficult to create a marketing strategy that maintains genuine relationships. However, opportunities in B2B marketing are worth chasing. Let’s dig into why B2B marketing matters and how we can work toward that not-so-mythical B2B marketing strategy.

Why is B2B marketing important?

The needs, expectations and concerns for a business are completely different than those of an individual. Most consumers make purchases quickly, rarely need to consult with others before buying and are influenced by emotion. Those making purchases for business looking for long-term solutions must confer with their team before decision-making and are concerned with logic and positive ROI.

A marketing tactic designed to appeal to individual consumers could totally fail to impact businesses because their motivations are so different. B2B marketing matters because it is designed to resonate with those making choices for an entire organization. It builds bridges between one company’s specialties and another company’s needs.

How can I have a powerful B2B marketing strategy?

There are so many ways to present marketing materials to a business that it can be difficult to choose the best methods to reach prospects. The world of B2B marketing is not so simple, but Firespring can be the secret sauce that makes your strategy shine.

Begin creating your strategy by identifying where your target audience is in their buyer’s journey. They may be in the early stages of recognizing an opportunity or noticing a problem. They may know what they need but not how to get it. They may have a complete solution strategy you could help implement. No matter where they are in their journey, meet them there. Align marketing with your prospects’ current needs and appeal to their decision-makers to make the biggest impression.

What digital tactics should I use?

Once you know how to approach a prospect, you can crystallize your brand messaging and choose specific marketing tactics. In the realm of digital marketing, there are countless ways to connect with a prospect:

  • Email marketing is a B2B essential. Emails easily carry your brand’s content in a format that makes readers want to engage. However, nearly every B2B campaign uses email marketing. Firespring can help you stand out.
  • Social media is a growing B2B marketing tool. It’s a fantastic place to build brand awareness and reach out to prospective businesses early in their buyer’s journey. Building a social media persona can humanize your business and help build relationships.
  • All great digital marketing efforts should lead back to a responsive, SEO-optimized website. The vast majority of buyers visit a website before making a decision, so a solid website is an easy way to reel in prospects.

Digital marketing is necessary, but it shouldn’t live in a vacuum. Team those efforts up with print marketing to boost your campaign’s recall and impact.

Why should I include print marketing?

Despite the explosion of useful digital marketing tools, print is alive and well. In fact, current print technology offers unique, new opportunities to connect with businesses. Print marketing is tactile, customizable and permanent which makes it easier for viewers to develop a connection to its messaging. Unlike temporary digital ads, high-quality prints are a hard copy that your prospects can go back to and revisit whenever they want.

Traditional advertising channels are consistently rated as more trustworthy than digital ads, and studies have shown that print ads are easier to understand and remember, which lets them make stronger connections in the brain. 

Print marketing should work in tandem with your digital marketing efforts to ground your online messaging in the physical world. Well-made prints give a brand a sense of integrity other businesses are willing to trust. Digital is great at building awareness, and print can come in to call prospects to action.

How can Firespring help?

Firespring has been in the printing game for quite a while now, and we can print pretty much anything you dream up for your business. As a leading provider of direct mailers, we can create uniform branding materials and we can make any signs, brochures or displays your business needs to get real results. Beyond print, Firespring has B2B marketing expertise to help you turn prospects into partners. Let’s chat and bring that extraordinary B2B marketing strategy to life, together.