Story: Marketing > branding
Business-to-business is a situation where one business makes a commercial transaction with another. This typically occurs when: A business is sourcing materials for their production process for output. Example: Providing raw material to the other company that will produce output. – Wikipedia
The reason why I am learning marketing is that I would like to maximize the value of design services. When I consider a project’s goal, I always face this issue.
As web/graphic designer, we can visualize a client message. It is not a purpose of work. We have to deliver it to a target audience. In 2021, we have enough tools. We have to understand about a target audience and what they really need.
Basically, the target audience will be always 2 types, B2B or B2C. In this blog, I searched for B2B marketing fundamental.
B2B Marketing – How to Sell Value – not features
©Ian Dainty
– Don’t sell feature, sell value
– Do you have a unique value proposition?
The wrong way to sell
Process
– Cost
– Feature
– Competition, alternative products
The right way to sell
Process
– Benefits, keep your product/service behind your back
– Do their job better? / solve problems?
Criteria
– Improve performance
– Increase opportunity
– Competitive advantage
– Risk mitigation
– Personal wins
Results are tangible, measurable, quantifiable ✓✓✓
The Ultimate Guide to B2B Marketing in 2021 by HubSpot
©HubSpot
Goal: Focus on ROI, efficiency and expertise
– Client: how can your business help my business grow?
Motive: financial incentive
– Awareness > consideration > decision
– Newsletter, one CTA
– Email marketing, quality > quantity
– Define a target audience
– On-page SEO, anticipating what your audience is searching for
B2B sales funnel(attraction > consideration > conversion)
– Checklist
– Whitepapers
– Industry reports
– Webinars
– Case studies
– ROI calculators
– Testimonials
What Is B2B Marketing: Definition, Strategy, and Trends by LinkedIn
– Develop an overarching vision
– Define your market and buyer persona
– Identify B2B marketing tactics and channels
– – Touch point, preferable social media
– – Keywords, questions
– – Competitor research
– Campaigns
– Measure and improve
Types of B2B marketing
– Blogs
– Search
– Social media
– Downloadable documents
– Email
– Video
B2B MARKETING by G2.com
©G2.com
I don’t know how I found this information. This website, G2.com, looks like a digital book, comprehensive information about BtoB marketing. Valuable.
Conclusion: UX = User-focused
As a UX designer, I consider below when a new project kicks off.
– Understand who a client is
– What a value of a client
– How a client different from Competitor
– What a target audience problem & how a client’s product/service solves it
– What a target audience needs
– What a target audience looks for
– How a target audience search for
– What benefits a client can provide
– What could be an irresistible offer(exchange with info)
etc.
I consumed a lot of information to learn marketing, but a conclusion is not much different. Give value. Create a necessity. I am working between a client and a target audience. If I understand both positions, I can give a more meaningful opinion to client and develop a good relationship.
Keep learning, results-driven!
