Marketing is a copycat game. There are rare instances of being an innovator in this practice where you will see an equivalent of “the invention of the wheel” to change marketing. Those who adapt, keep up with trends and use data the best to make the best business decisions will thrive the most for companies as a marketer.
Business-to-business (B2B) marketing is no longer stuck in the past. With tremendous growth potential and an increasing focus on customer experience, B2B marketers are now turning to business-to-consumer (B2C) funnel-building lead-generation tactics to acquire new clients.
From leveraging SEO, Google PPC, Paid Social Media, OTT/CTV, LBA, to utilizing targeted email campaigns through purchasing email lists, B2B marketing is embracing the new age of client acquisition engagement. By utilizing insights from consumer behavior, B2B marketers can create more effective messaging and campaigns that produce positive results.
The fundamental difference between B2B and B2C is that marketers need to get the message in front of more people. The reasoning for this is that you are marketing to a group of people you will be doing business with versus one person who is the decision maker that you would find in B2C.
Ultimately, B2B marketers need to understand the expectations of today’s potential clients that they are trying to attract – who have grown accustomed to seeing modern, user-friendly advertising experiences from companies like Amazon and Apple – to create an impactful and successful campaign.
From what I keep reading and seeing and my experience being targeted by ads that fit my needs as an ambitious B2B marketer, we need to set ourselves, clients, and companies up for success by adapting to survive in an ever-evolving digital landscape.
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