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A B2B marketing process starts with identifying where you should allocate your resources. The number and variety of marketing tools has exploded over the past decade, and knowing the best first place to start can be dizzying. That’s what this blog is for. 

Choosing which marketing channels to use and how much to invest in each depends a great deal on your customers — whether they are actively searching for your product or service or not, and whether you are selling to a huge group of buyers or a very small, specific group.

Customer is Actively Looking for a Product or Service Like Yours

B2B marketing process seo sem

SEO and SEM

When people are actively looking for something, they type it into Google. That’s why if your product or service falls into this category, SEO and SEM are the place you need to start.

SEO — search engine optimization — is the practice of increasing the number of visitors to your website by getting it to appear higher in a Google search. SEM — search engine marketing — is a broader category which includes SEO as well as other search marketing tactics like pay per click (PPC) advertising and social media marketing.

Now we make a further distinction based on the volume of people actively looking for your product or service. 

(Note that SEO and SEM are still your starting point regardless of which of the two categories you fall into below.)

  • Most People Would Buy 

Your B2B Marketing Process Starts Here

If people are actively looking to buy your product or service and it would appeal to most people and/or businesses, you likely sell a product or a service that people use with some regularity. If it’s a product, jumpstart your ecommerce sales with Amazon Ads, one of the fastest growing advertising channels. If you’re selling a B2B service, try PPC ads first. 

  • Buyer is Very Specific

If your buyer type is very specific, there’s no reason to cast an overly wide net. Doing so will mean more spend and worse results.

To reach a very specific, small audience that is actively searching for your product or service, try blogging with long tail keywords (click here to find out how to find long tail keywords), tradeshow and event marketing, and PPC ads. 

Customer is Not Actively Looking for a Product or Service Like Yours

B2B marketing process facebook instagram

Facebook and Instagram

If your customer is not looking for you, you need to be looking for them. Facebook and Instagram ads are the starting point in this scenario because they provide the best opportunities for ad targeting on the planet. As long as your market size is over 200,000 people, you can target almost any audience. 

Podcasts

Your B2B Marketing Process Starts Here

Podcasts are another great channel if your customers aren’t looking for your product or service, and there are two ways to use them: purchase ads that will play on a podcast or appear as a guest on a podcast.

The former involves someone from your company, usually the CEO or founder, appearing on a podcast that would appeal to his or her buyers and sharing their knowledge. Ideally, the topic of the podcast will dovetail with your product or service so you can market it in the course of conversation rather than in an explicit, “salesy” way. The other option is to purchase ads on a podcast that would appeal to the kind of person you want to sell to.

(Note that marketing on Facebook and Instagram are still your starting point regardless of which of the two categories you fall into below.)

  • Most People Would Buy 

If your customer is not actively looking for a product or a service like yours, but it has a large pool of potential buyers, traditional marketing channels like TV, radio and billboards can actually be justified, as can purchasing advertisements on Youtube, which is now the 2nd largest channel for online ads after Facebook. 

  • Buyer is Very Specific

Your B2B Marketing Process Starts Here

If your customer is not actively looking for a product or service and they are very specific, you likely either create something better than the competition and want your buyer to switch to you or you’ve created a product for a niche industry and you need to educate them about why they need it. 

We’re often talking about a scenario where a company would be switching manufacturing suppliers or it’s a B2B service provider serving a niche market.

In these cases, your B2B marketing process should include email marketing to a targeted list (see how to build an email list from scratch), LinkedIn advertising, direct mail, and advertising on a highly targeted podcast. 

Start Your B2B Marketing Process with Rebel Unicorn 

The Rebel Unicorn is more than just a digital marketing firm. We are your guide in the digital economy, providing business consulting, branding, lead generation, outbound marketing and more.

Contact us today to talk through your challenges with us!