If you’re not getting the desired results from your business-to-business program, use this guide to review and develop an effective B2B Marketing and Sales Program.
B2B Marketing, when done correctly, can be EXTREMELY effective, and very low in ongoing costs!
For any company who is involved in businesses-to-business (B2B) sales, brand trust, value and integrity are of the utmost importance.
Remember! the goal of any B2B sales company is to make doing business as easy and as seamless as possible.
Loyal B2B customers are usually forged over a period of time. This period is used to develop deep and long-term relationships (rather than a quick one-off sale).
Those companies who INVEST in their B2B marketing and sales programs are often the ones who will see substantial sales growth, customer loyalty, and higher sales margins due to a low cost-per-sale.
The fundamentals of any B2B marketing and sales program remain unchanged:
• Well-designed brand and product marketing campaigns
• Structured business development programs
• Construction of relevant sales toolkits
• Sales team training, coaching and ongoing mentoring
• Ongoing account management & engagement programs.
In today’s digital age, your customers expect more than a breakfast seminar and half-baked PowerPoint presentation.
The evolution of digital technologies provides us with very cool and effective tools that will drive deeper engagement through education and interaction.
Building a Digital B2B Marketing Program
rev™ Branding is a specialist brand agency who help companies to easily describe, communicate, and market their business to drive sales and growth opportunities.
We specialise in building B2B marketing and sales engagement programs.
Over the past 18-years in business, we’ve helped many companies in the High-Tech, CPG/FMCG, Finance, Trade Service, Retail, Hospitality, and Sports & Lifestyle segments to develop ‘outside the box’ thinking for the design of their B2B marketing and sales programs.
Components of today’s Digital B2B Program
Brand and Product Marketing:
Content Marketing is an undervalued marketing tool. 88% of B2B Marketers believe that Content Marketing drives the most value for their business development and lead generation programs.
Not only does it drive your educational programs and position your company as a subject matter expert, but also one of the best ways to boost your Website SEO across online search engines. When it’s combined this with a great brand marketing strategy and a tactical sales campaign, it can very quickly increase your brand recognition and value.
[DOWNLOAD] our Brand Development Guide
[LEARN MORE] about Content Marketing
Business Development Programs:
85% of B2B marketers say their priority is the continuous generation of Marketing Qualified Leads (MQL) for their sales team. For the sales team, their goals are customer retention and to create upsell opportunities.
Traditional social media and digital marketing campaigns are great, BUT strategic marketers are now focusing on hyper-targeted omnichannel engagement tools.
Our rev™ Digital Customer Experience solutions provide our clients with access to some of the most advanced targeting and engagement tools on the market. We map the digital touchpoints of how your customers interact with your business (website, social, marketing campaigns etc) and then build a digital customer journey linking your sales offer to the problems your customers are trying to solve.
We would love to show you some of the latest brand marketing tools that are now available.
These can really add some sophistication to your traditional social media campaigns on Facebook, Instagram and Google, BUT more importantly, they begin to engage people in new and intriguing ways that even your competitors haven’t thought about.
Arming your sales team with quality (and relevant) sales tools is essential to building sales pipelines.
Instead of a sales kit full of the dreary slide shows and 20-page brochures, let’s think about upgrading the content to some of the new more engaging digital tools such as;
– Digital content incorporating videos, podcast and animations.
– Online education portals with interactive Q&A tools driven by webots.
– Digital Apps which provide value-add functions for customers.
– Engagement tools using Augmented Reality (AR) and Gamification.
Focus more towards personalised and contextually relevant marketing content.
Utilise the digital tracking tools like Facebook and Google “pixels” to monitor campaigns and the actions of your customers. Link customised content to their interests.
[LEARN HOW] to create an Automated Digital Sales Program
[LEARN MORE] about Sales Training Programs
Sales Training, Coaching and Mentoring:
It doesn’t matter how much you spend on marketing and business development, if you don’t have the right salespeople, process, training, coaching and mentoring in place, leads will simply evaporate.
Check out our range of training programs for sales strategy and tactics, brand and product marketing, sales training, sales coaching, and sales mentoring.
[LEARN MORE] about Business Coaching & Mentoring
[LEARN MORE] about Sales Training and Coaching Programs
Account Management and Engagement Programs:
Account management and customer nurturing is the key to retaining loyal customers. Building trust and rapport also creates easy up-sell opportunities with your clients. Design ways to entertain, engage, but also create “stickiness” with your clients.
Create business Apps for iOS and Android which provides extended functionality.
Apps can be a great way for customers to receive updates such as promotions, events, and customer support information e.g billing and warranty details.
1. Invest email marketing with workflow – workflow can automate further email content based upon the recipients’ actions (content or link clicks).
2. Upgrade your social marketing – set-up your digital pixels to track online visitors and trigger personalised content based upon their actions. Use community groups on Facebook, LinkedIn and other social platforms. These are a great way for your customers and also prospects to interact and share business challenges.
Leverage the digital tools available to your business!
Have a great website?
Think about using it more to drive education, engagement, and of course up-sell opportunities.
Why not extend its functionality to support a customer self-help portal or a knowledge centre?
Invest in website digital experience tools. These can publish live content to visitors which influences their purchase decision.
[LEARN ABOUT] Website Development & Marketing
Leverage your email marketing campaigns using workflow.
Customise ongoing email messages and content based on their interests or previous email actions.
[LEARN HOW] to use email to drive more business
Think about how virtual reality and artificial intelligence tools can help your clients:
Consider new technology like Artificial Intelligence (AI), Augmented Reality (AR), and Voice Assistants.
These are the buzz words that get people talking about your business.
We recently worked with a company who uses virtual-reality tools to show retail store designs and product mock-ups to reduce the back-and-forth design and scope meeting process.
Introduce message automation tools like Chatbots:
Many companies have replaced their website “contact us” pages with live message services e.g. Facebook messenger.
Using chatbot tools, conversations can become more automated; a great way to reduce account management and support costs whilst increasing your response times.
[LEARN HOW] to use digital to create business opportunities
Gartner says that 87% of companies surveyed say their business will be impacted by the digital revolution. ONLY 44% say they are prepared or begun their digital transformation journey.
rev™ has been providing business coaching and mentoring to our company for the past 6-months. Our marketing results have been excellent, and our sales have increased more than three times compared to the previous year. We also have a far wider distribution network now in place that allows us to scale. We are extremely happy with the business strategy, advice and services provided by rev™.– Matthew Bishop, Location Co
Need the help of an expert B2B Marketer?
rev™ Branding are EXPERTS at B2B Marketing and Sales programs.
Our experience in B2B Marketing covers a variety of industry segments including:
• Software Developers or Hi-Tech Companies
• Building and Construction
• Sports and Lifestyle
• Trade / Service Companies
• Packaged Goods and FMCG
• Finance and Insurance
• Franchise and Retail Groups.
Our specialist consulting team and digital software alliance partners can provide advice on the very latest tools being used all across the world. We love working with companies to help them plan and implement B2B strategies and tactics.
Need some advice?
Contact us on [email protected] or +61 3 9863-7444 to discuss how we can tailor something to meet your business goals and to also book a free consult session with our team.