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Inbound marketing: B2B strategy

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Inbound marketing is the marketing strategy that consists of attraction and retention. It consists of creating content that the consumer perceives as content of value, that serves them in their experience and is useful to them. Still don't know what B2B is? We'll tell you about it.

what is B2B?

The exact translation is: business to business, i.e. Business to Business, used to talk about the transmission of information between manufacturers and distributors of a product. It is something that is becoming increasingly common within ecommerce.

So we could say that B2B is about the services that one company is performing for another, which it performs to increase sales or profits.

An example of B2B would be companies running another company's social media, providing the company with manpower, tweets, posts... to another.

what does the B2B customer look like?

In order to explain what B2B is and what a customer is like, we must first differentiate it from B2C, which stands for "business to consumer".

B2C: This refers to business to consumer, which means the mass consumer market, which is large and geographically dispersed. They also seek to increase sales, with the difference that they direct their strategies directly to the end customer.

This is just the opposite of B2B, which belongs to selective niches and has specific motivations.

how do you attract this type of customer?

  1. Align your marketing and sales teams
    This is a common problem in most companies, sometimes because of poor quality leads and sometimes because of communicating with them before they are ready to buy. With this methodology, what we achieve is a workflow that is constant and bidirectional. The sales department should provide information to marketing about the ideal customer and then they can create different offers that will help users make decisions.

  2. Research your ideal customer
    In order to attract them, you must know them, if you are clear about their tastes and needs you will know what to offer them, if you already know their characteristics, habits and where they are, you will have almost all the way done. It is very important to know what the buying journey of your buyer persona is, knowing the path they take from the moment they discover a need until they decide how to solve it is essential, thanks to this information, the marketing department will know how to convince their target customer.

  3. Optimise the commercial process

    You don't need to overwhelm your target customer with advertising that almost forces them to get our product, what you should do is accompany them in their sales process until they are ready to buy. One of the strategies to achieve this is to automate marketing actions, so you will create a fluid communication flow without the need to be aware of when to send each email .

  4. Constant flow

    Not all potential customers that appear on your website are ready to buy your product or service, so the objective is to generate leads, which will allow us to communicate with them constantly, accompanying them in the buying process. This can be done by three means:

    • Blog: Content is always the basis of any inbound strategy, this content can be displayed in different formats, but you always have to have very studied your buyer persona to know in what format they prefer the information and in which channels we will find them.
    • SEO: What is the basis of SEO? Indeed, the keywords, you have to set what are the words that your prospects will type in search engines, so you can get ahead of them and create the topics that your audience wants to read.
    • Social networks: Social networks also help to spread our content, they are a great channel that offers the opportunity to reach more user traffic.

  5. Digital analysis
    After all this, to know if your marketing strategies are working, what you have to do is to measure the actions and analyse if the techniques you are following are paying off.

Benefits of B2B Inbound Marketing

  1. Simplify your work

    As we said before, sales and marketing come together to create the best possible content for potential customers.

    Thus, with the information from sales about all the details of the buyer persona, the marketing department will not only create the best possible offer, but will also increase conversion by nurturing leads at all stages.

  2. Increase brand visibility
    Achieving brand recognition is possible for even the smallest of companies, because users, looking for information for themselves, have come across your brand information, which could help them solve their needs. If the audience likes the content you create, they will share it on their social networks, which will further increase the visibility of your brand.

  3. Educate your audience
    Your target audience researches a lot of information before making a purchase. By researching where and what your target audience is looking for, you'll be able to lead them to you, make it easy for them to find your content and they'll quickly see it.

  4. Increase trust and credibility
    Users don't want to be bombarded by information they don't need, what users want is to find the information they need at the time they need it. By giving our audience what they want, we will gain their trust, it is true that we will achieve our goal in a less intrusive way, but also more effective.

  5. Generate quality leads
    When the content is not intrusive and is aimed directly at the needs of the consumer, all the leads you generate will be of quality, users who are really interested in your brand and have a need that you, as a company, can solve.

  6. It is more profitable
    B2B inbound marketing is much more profitable because it is based on creating content for people who really need your products, investing efforts in reaching an audience that does not need you is absurd.

  7. Improve customer relationships
    By creating valuable content for your audience, you get to know them better, with careful monitoring you will get to know what their needs are and thus you will be able to solve their problems. With this you get a much closer relationship with your customers.

  8. Improve your ROI
    You can easily calculate the metrics that allow you to analyse your results, among them, one of the most important is the ROI, which is improved by having a more profitable strategy.

In conclusion, the B2B strategy within inbound marketing, what you get is more customer loyalty because it offers them exactly what they need at the time they need it, so it is more effective when it comes to getting quality leads and accompany them to the final sales path.

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