B2B and B2C customers are very different and selling to them must take these differences into account.
Free book preview Ultimate Guide to Facebook Advertising
Get an insight into how you can use Facebook’s marketing resources to benefit your business.
December 2, 2020 4 min read
The opinions expressed by the entrepreneur’s contributors are their own.
Many B2B companies make the mistake of approaching their marketing the same way they do B2C marketing and then wonder why they are not getting results. The reason is simple: B2B and B2C customers are very different in the way they decide which products and services to buy. Hence, the approach of selling to them must take these differences into account to be effective. Here are some strategies you can use today to increase your B2B conversions.
1. Use personalized email marketing
While it’s true that B2B buyers prioritize rational, fact-based information, it’s still the people who make buying decisions on behalf of your target businesses: people. Many companies go to the very end of writing B2B marketing emails that are drab and full of business jargon to appear “professional”. But these emails usually don’t get the recipient engaged enough to dig deeper to see what you have to offer.
Related Topics: B2B Sales Strategies For The “New Normal” Of Covid-19
Personalization offers a better alternative. It helps maintain the aura of professionalism while breaking the ice and making the email a lot more exciting. Most people just add a mail merge field with the recipient’s first name, but that’s not enough. It is important to make sure that the email is written for the specific company. You can do this by including some information about the company in the introduction. For example, just adding a line of congratulations to a company that just received an award can help you stand out from the crowd right away. Although more research may be needed, it is worth making a meaningful connection before launching your product or service, especially if you are using email marketing automation to speed up the process.
2. Keep your cold call history up to date
This applies to all types of marketing activities, from email marketing and social media to cold calling. However, when it comes to calls, the effects can be very damaging as there is little response time during a call during which a salesperson can quickly seek and find the right information. Several studies have shown that reaching out to a potential customer with incorrect information dramatically reduces the likelihood of conversion, which is understandable. If you can’t get your information right, why should the customer trust you to do their business properly?
According to Dennis Reachard, CEO of Caller Search, the solution is to keep your cold call lists up to date by regularly reviewing all information. In addition to avoiding loss of credibility, updating the lists also helps ensure that time and resources are not spent looking for potential customers with little or no potential, e.g. B. for a company that has moved. Again, the savings and potential benefits far outweigh the costs, although this may require more investment than usual.
3. Track properly
Timing is everything when it comes to B2B lead conversion. You may be sending the best email, but the recipient may not open it just because they were busy at the time and then forgot. That is why follow-ups are important. They will help you increase the likelihood that the prospect will get in touch with your email, message, or call. The Harvard Business Review found that 26.1% of inbound leads are tracked within five minutes, and 35-50% of sales are typically made by the provider who responds first after a lead issues inquiries. Of course, it’s important to have a system that allows you to respond to customers as quickly as possible, even if it doesn’t allow five minutes each time.
Related: 6 Skills Every B2B Marketing Team Should Have On Their Roster
After the initial contact, it’s also important to create an email sequence to keep track of when the lead makes a buying decision. Surprisingly, most companies only make one contact and end it there. Studies have shown that increasing the number of touches by a margin of six increases the likelihood of actually making contact and making a sale. The good thing is that there are a variety of software options that you can use to automate your follow-ups to maximize efficiency at a minimal cost.
Now go and get in touch.