How to stand out in the B2B marketing environment
The business to business marketing environment is becoming increasingly crowded, and standing out against your competitors is more difficult than ever. However, all is not lost, as there is something you should remember that will help you stand out from the crowd: B2B contacts are people too.
“Of course!” you say, but you’d be surprised how many decision makers feel like the businesses that market to them see them as entities and machines, not as people. To effectively target in B2B marketing, you need to treat decision makers as consumers and tailor your approach accordingly.
That means you need to use tried and tested ‘direct to consumer’ marketing techniques to ensure you stand out from the crowd. So, how can you do this?
Understand Your Customers’ Needs
Not just what you perceive them to be (as is so easy in online marketing efforts) but actually listen to what those needs are. It sounds simple, but taking the time to thoroughly understand your ideal customer’s needs will pay dividends in putting your business ahead of the competition. Instead of a customer thinking ‘they might have the solution for me’, they think ‘they’ve read my mind!’
Position Yourself Ahead of the Pack
It can be difficult to differentiate yourself from your competitors if you don’t have something unique to offer. You need to know what your customers would say if someone asked why they chose you. What is your USP, and how is it relevant (and essential) to your target market?
To become the best choice versus your competitor, focus on solving your customers’ problem in the way that fulfils their greatest need. Customers usually want one of three things above all else: quality, speed, or a low price. If your ideal customers want speed above all else, position yourself as the fastest.
For example, here at The Lead Generation Company we understand that our customers need quality staff – our average age is 35, so the people dialling your prospects have years of experience enhanced by extensive training on your brand values, therefor they are able to deliver your campaigns on par with internal staff.
Use Supporting B2B Marketing to be Visible
Don’t just use your marketing efforts for initial lead generation. Remember that B2B decision makers go home and consume media the same way everyone else does, so retarget them by utilising bidding strategy tools on Google and remain at the forefront of their minds as they go through the decision-making process. It’s vitally important that you use integrated marketing efforts – don’t put all your eggs in one basket.
Warm Leads with Helpful Content
One of the best ways to warm new leads before you get them on the phone is to deliver content that solves their problems. Target specific segments according to the pain points they face and deliver content that relieves this. Blog posts, LinkedIn articles, and whitepapers they that require the users email address, are all great ways to achieve this.
Work with us
If you are looking for a lead generation partner to help you break through the noise and integrate seamlessly into your team, our talented staff will be the perfect fit for you. At the Lead Generation Company, we have a highly skilled team of B2B telemarketers who live and breathe great sales. With an average of 11 years Sales experience, we have the necessary life experience to talk to our leads in an authoritative and professional manner, and we use structured conversations instead of scripts so we are extremely responsive and agile in responding to your prospects’ needs.
We are also skilled and capable of helping you with your digital marketing needs, so if any of the techniques we mentioned in this post sound daunting to you – don’t worry, we are happy to take the reins. If you want to find out more about our digital marketing services, you can click here.
You can also click here to learn more about our lead generation services, or to learn more about our fantastic people and awards, click here. We are always happy to discuss your B2B marketing and lead generation needs.
Give us a call on 0333 344 3470 to discuss how we can help drive your business leads.