An_Essential_Guide_To_B2B_Marketing_In_2023.pptx

An Essential Guide To B2B
Marketing In 2023
By Onyinye Chukwudi
www.futuresoft-ng.com

Outline
• What is B2B Marketing?
• Laying The Foundation for Great Marketing in 2023
• Understanding B2B Sales Funnel
• Marketing at Every Stage of The B2B Sales Funnel
• Additional Marketing Trends to look out for In 2023

The buyer’s journey is not really a linear part
anymore. It’s more about being ready with the
content that prospects need when they are making
a decision - Dillon Allie

Hubspot defines B2B (business-to-business) marketing as
‘any marketing strategy or content that is geared towards a business or organization’. All companies that sell
products or services to other businesses or organizations use B2B marketing strategies.
B2B marketing is very different from B2C marketing because the target audience are different. While B2C
marketing aims to speak to customers who are making buying decisions for themselves, B2B marketing targets
organisations i.e individuals who are making buying decisions on behalf of an organization rather than
themselves.
In order to get the best result with your B2B marketing in 2023, you first need to lay the right foundation. This
ensures that all marketing activities deliver the desired results.
WHAT IS B2B MARKETING?

Laying The Foundation
B2B Marketing in 2023

As a B2B marketer, it is important to really understand the
brand/services/products you intend to sell. This is the only way you will be
able to create marketing content that truly mirrors the essence of the
brand/service/product. Some brands already have this communicated
either on their website, in the press or on social media while some still have
some work to do and questions to ask…here are some examples
● When was the business founded?
● Why does your brand exist?
● What solutions do you provide?
● How do you operate?
● Who are the individuals that make up the company?
● What’s important to them?
In as much as it is important to know and understand what the spirit of your
brand is, the way other stakeholders of your brand perceive your brand is
also crucial because that is what informs their decision. So you want to
ensure that the reason why you exist as a brand and the problem you solve
aligns with your stakeholders perception.
KNOW YOUR BRAND POSITIONING

Laying The
Foundation
KNOW YOUR TARGET AUDIENCE
Businesses are not individuals, so you need to know why and when the
businesses who need your products or services need them and what
they require from their vendors.
What are your different buyers’ persona and how can you best adapt
your marketing to meet their need?

Studying your competition is probably the cheapest research you can do.
Because they exist in the same space as you, offer similar products or
services and have similar challenges; they already have the answers you are
looking for.
● What have you done in the past that worked?
● What are you currently doing and how is that being received?
● What have you done that failed?
● What is missing?
● What can you do to bridge the gap?
A properly done competitor analysis can help differentiate your marketing
strategy and pinpoint pain points of your target audience that are not being
addressed and this can be your key to success.
KNOW YOUR COMPETITION

B2B Marketing In
2023
KNOW YOUR MARKETING OPTIONS
There are more marketing channels than one can count and it is not
easy to show up on all of those channels consistently and excellently.
The good news is that you do not have to. Find what channels are
more important to your target audience and focus on those.

Understanding B2B Sales
Funnel

There are typically four stages in a sales funnel. A sales funnel is basically
how your target journey with your brand from the point when they come
in content to the point when they pay for a product or service and even
the result of their experience of their experience.
The four stages of a sales funnel are:
The Awareness Stage - This is at the beginning of your customer journey. It
is the point where you target audience becomes aware of your brand. It
could be that they were looking for a product or service you offer, it
could be from a random ad or post on social media, it could even be
from someone else or a competitor. whatever the case, before this point
they had no clue your business exists.
The Interest - You have their attention. They are interested in your
product and services and are looking to be sure you tick all of their
boxes. Price, quality, USP, location, ease of use, et.c. At this point your
target audience are searching for information, anything to tell them
what they are looking for and they are comparing what they find with
similar businesses/brands.
B2B SALES FUNNEL

The four stages of a sales funnel are:
The Decision Stage - At this stage, your target audience already made a
decision using the information they were able to gather at the interest
stage. They know what they need, they have a list of providers who offer
the solution, they have made comparison and they have settled for one.
At this point there is an exchange of value.
The Action Stage - This is the post sale stage. It covers the action a
customer takes after they have experienced your product or service.
Ideally you want to a loyal customer who will return to experience your
brand again. You also want to create advocates for your brand who will
go ahead to recommend your business to other prospect who then
begin their own journey.
B2B SALES FUNNEL

Marketing At Every Stage
of The B2B Sales Funnel

Now that you know your target audience sales journey and what they
are looking for at every stage of their journey, it is up to you ensure that
you are providing what they need.
Here is a guide to help:
The Awareness Stage
- Buyer’s persona
- Social media posts with clear CTAs
- Blog Posts
- Infographics
- Podcast
The Interest Stage
- Explainer Videos
- Ads
- Newsletters
- Webinars
- Ebooks
MARKETING AT EVERY STAGE OF THE B2B SALES FUNNEL

The Decision Stage
- Conversion channel e.g landing page, gated content
- Case studies
- Testimonials
- Product Demos
The Action Stage -
- Product and Service Guide
- Video Tutorials
- FAQs
MARKETING AT EVERY STAGE OF THE B2B FUNNEL

Additional Marketing
Trends for 2023

Marketing Trends
For 2023
As B2B marketing continues to evolve, here are a few trends to keep an
eye on in 2023:
Social Media Marketing - One mistake that a lot of businesses make
when it comes to social media marketing is focusing on the wrong
channel. Most businesses exists on Instagram and Facebook, however
LinkedIn accounts for about 80% of B2B Leads. This is because even
though the channel is much smaller than the Metaverse it has a wider
range of professionals and executives who make decisions on behalf of
organisations.
Video Marketing - We are seeing are a shift from traditional image and
text content to videos in digital marketing and it is no wonder why.
Videos are more personal, they attract attention, they are fun and there
are numerous ways videos can be used in marketing.
Videos are here to stay and businesses need to start investing in visual
collateral for their marketing
Augmented Reality/Virtual Reality - For product based businesses, AR/VR
is a great way for your customers to experience your product before
they patronize.
People Focused Marketing - Humanize your brand. Showcasing
(professionally) the brains behind what you sell is a great way to build
emotional connections that convert. People do business with people
and as a result it is important to continue to build connections with your
target audience to keep them loyal to your brand.

Info@futuresoft-ng.com
Contact Us:
Thank You!
Got Questions?

An_Essential_Guide_To_B2B_Marketing_In_2023.pptx

Recommended

Recommended

More Related Content

Similar to An_Essential_Guide_To_B2B_Marketing_In_2023.pptx

Similar to An_Essential_Guide_To_B2B_Marketing_In_2023.pptx (20)

More from Future Software Resources

More from Future Software Resources (6)

Recently uploaded

Recently uploaded (20)

An_Essential_Guide_To_B2B_Marketing_In_2023.pptx