The B2B Marketing Strategies and ABM Tactics That Work

Running a business certainly isn't for the faint of heart. You have to focus on finding new ways to generate leads, build relationships, and service your current clientele.

However, one of the biggest mistakes that many companies make is overlooking their B2B marketing strategies. Either they completely forgo it or they send out B2B marketing campaigns to the masses, hoping to catch even one fish.

A bit more personalization in the form of account-based marketing could be the revelation that your business is looking for. Here are several tactics that you can use in order to grow your B2B marketing initiatives.

1. Identify (and Relate with) Their Struggles

No fully-functional company needs you to remind them of the struggles that they're undergoing. That's not the point here.

The point is for you (the seller) to identify what their struggles are and how you can adjust your content to the frustrating situations that they're running into.

Whatever you sell, it's the answer to a company's questions and needs. Showing them that starts with content to draw them in. How can your product or service rid them of the pain that they're going through?

For example, say you're a sports ticketing sales consultant company that's trying to organize more sales training seminars with specific sports teams.

Those teams could be having struggles with group sales, season tickets, cold calls, setting face to face meetings, the list goes on and on.

By identifying what pains those specific sports teams are going through and showing how you can solve them, you have an account-based marketing strategy that will boost your B2B marketing techniques.

2. Connect with Them on Social Media

Thanks to technology, you no longer have to walk door to door at local business parks to become more interactive with your B2B marketing strategy.

Trade show conventions are an incredible space for building B2B relationships, but why wait for the businesses to come to you? After all, you have social media at your disposal!

A tremendous way to push your name out to local businesses is to connect with them on social platforms such as Facebook, Instagram, Twitter, and LinkedIn. 

Finding different ways to interact with them such as commenting on their posts, engaging in their social media contests, or retweeting their content is a great way to show how much of an asset you can be for their business.

More importantly, it starts the process of brand recall. As you interact with them more on social media, they'll be more interested to learn about your business.

Who knows? Your product might be the very thing they've been longing for. A few tweets or Instagram post comments could push them to the point of purchase.

3. Qualify Prospects for Business Meetings

Say you send out 100 emails to local businesses of all different industries and sizes and set up 20 business meetings with them.

That might look great on paper, but then you realize only 1 or 2 of them is actually interested in the product or service that you sell. The other 19 or 18 of them merely accepted your meeting to burn time out of the day.

Not only are you wasting resources (such as time, collateral, etc.) on these uninterested companies, you haven't made a sale.

That's why is vitally important to qualify all of your B2B prospects. Research them and see if you find a connection between their service and your product.

Better yet, you could hire a trusted sales connection agency to qualify potential B2B prospects for you. Let them connect the dots so that you can focus on blowing the sales meetings out of the water!

4. Customized Collateral for Each Business

Companies get B2B sales pitches all the time. They get sent the same boring digital collateral that was obviously sent to hundreds of other businesses.

That first impression alone is enough for the company you're trying to connect with to never answer another call or email from you.

You need collateral that's personable. Something that screams "this message was sent to you, and you only". It shows that they're a priority in your mind, or at least enough to send a specialized email/pdf file to.

There are several ways that you can go about personalizing your collateral but don't get too crazy with it. 

Try to consider different ways you can personalize your pdf files for each B2B prospect. The name is certainly a start, but how else can you emphasize that your collateral is sent on a company by company basis.

5. Include Industry-Relatable Testimonials

In order to show companies they should engage in a B2B relationship with you, you need to connect the dots.

Realistically, there aren't many companies that will understand the way your product/service can help their business thrive. You have to be the one to draw it out for them.

One of the best ways to do that? Have similar companies to them sing your praises. Be sure to reach out to all your B2B clients and see if they'd be willing to do testimonials.

You can have these testimonials given in copywriting format, video format, or whatever way you'd like to attach it. 72-percent of customers say that positive testimonials influence their decision to buy. Bring the positive reviews to your B2B prospects and reap the benefits.

Integrate Account-Based B2B Marketing Strategies Today!

Now that you've seen several different ways to heighten your B2B marketing strategies, it's time to get things moving in that direction!

Be sure to read this article on painful lessons with building B2B lists and how to avoid making the same mistakes.

Interested in learning more? Be sure to schedule a 15-minute call and we'll be happy to assist you further!

Dora Fredenburg

Hailing from Croatia, Dora is best known in the office for her deadly side-eye, her love of Instagram dogs, and her relentless pursuit to help her clients grow faster in a way that is both sustainable and good for their customers.

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