What is B2B Marketing?
If you didn’t know already B2B stands for business to business. It’s a business that works directly with another business, not with the general public. For example, if you are a business looking to get digital marketing help and you come across an ad for LYFE Marketing. You contact us and we put together a digital marketing campaign for you. This is business to business. You then use the services that LYFE provides in order to attract your customers.

Just like B2C (business to consumer) marketing you need a B2B marketing strategy in place in order to grow your customer base and close sales!

Building a B2B Marketing Strategy
When building a B2B marketing strategy, start with your sales funnel. As a B2B company, you may have several different sales funnels. Maybe you are targeting different industries and you have personalized your funnels for each one. Whatever your sales funnel or funnels look like, it’s crucial to map out your sales cycle and how it relates to the buying journey of your customers.

Why?

Because most marketers assume everyone starts at the top of the funnel and slowly makes their way down the funnel via nurturing and more content.

The logic typically sounds like this: “Well first, the customer needs awareness: They need to know about the problem. Then, they need to consider different options: Look for solutions. Then they’ll convert: Sign up to try your solution.”

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Yes, in theory, every single customer for any product goes through these stages.

But here is the big fallacy marketers fall prey to: Marketers think their company needs to be the one to educate all potential customers at every stage of the buyer’s journey, starting at the top. This is not true, and it results in a huge waste of resources on content marketing that does little to help get trials or demos.

In reality, unless your SaaS business is truly creating a completely new category (which is extremely rare, as we argue below), other companies and individuals have already educated a large number of your prospects on top of the funnel topics. These prospects already know why they need to invest in your category, who the big players are, and how it would help them. These educated prospects are not at the top of the funnel. They don’t need top of the funnel content. Yet they are the best prospects you have.