How can we help your business with B2B digital marketing?
At FullerFunnels we help businesses increase awareness and generate demand using optimised B2B digital marketing, powered by marketing technology (MarTech). We help startups and small to medium businesses make the right decisions when it comes to digital, from developing a B2B digital marketing strategy to tactical execution. Business leaders make dozens of important business decisions each day, with us you can be confident you're making the right decisions when it comes to B2B digital marketing.
Your ideal customers are just one click away. Our mission is to help you reach them.
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We help businesses grow by using marketing tools and technology. This reduces costs and helps businesses scale their marketing efforts through automation.
Our team is fully focused on B2B marketing with experience in using digital marketing to increase awareness and generate demand for B2B businesses small and large.
We help you to become confidently digital. We'll help you learn best practice B2B digital marketing so that you can make informed decisions.
What is B2B digital marketing?
What is B2B digital marketing?
B2B digital marketing is the process of building awareness and generating demand for B2B products and services using digital strategies and tactics. B2B marketers are marketing to other businesses, not consumers. B2B marketers generate demand which salespeople then work towards closing as a win.
In B2B digital marketing our job is to:
- Develop a marketing strategy based on our products and the problems our products can solve.
- Evaluate the market and identify who is the best fit for our products. Who is most likely to buy?
- Develop messaging that will resonate with the target audience.
- Execute campaigns that will build awareness and demand for products.
- Generate and nurture leads through a marketing funnel until they are marketing qualified leads.
- Measure and optimise marketing ROI.
What's the difference between B2B and B2C digital marketing?
While B2C digital marketers are often working towards immediate sales, the B2B digital marketer is more likely to work towards generating leads and working with sales to build a pipeline. B2B marketers need to work closely with sales to support the sales process so marketing involvement doesn’t (shouldn’t) stop at generating a lead. By working closely with sales, B2B marketers can take learnings and optimise their marketing strategies and tactics. For example B2B marketing and sales can work together to capture common objections, and answer these earlier in the buyer journey.
B2C buyers are much more influenced by emotional factors such as branding. A B2C buyer will buy things because of the perceived status it affords them. B2B buyers are deciding on behalf of their business, and decisions are far more considered and logical. However, brand marketing still plays a very important role in B2B markets. It’s much easier to convince a business to buy an IBM solution than it is from an unknown vendor. Business buyers want to minimize risk, as much as they want to minimize cost.
Ultimately a business buyer is influenced by two questions:
- Will this product make my business more money?
- Will this product save my business money?
The job of the B2B digital marketer is to answer these questions, build trust and convince the buyer to make a favourable purchasing decision.
What are the characteristics of a B2B market?
As B2B marketers we are attempting to communicate complex propositions. We know that we aren't dealing with a market of millions of consumers. Although the market is smaller each potential sale is worth a lot more, this means the buyer is going to spend a lot more time researching a solution. The bigger a purchase, the higher the required consideration. As B2B marketers we need to support this complex buying journey. Adding to the complexity is that we’re rarely marketing to one person. We need to think about everyone who might be involved in the decision-making process, from the end user through to the CFO who signs off the purchase order.
The complexity of product, price, route to market and the sales process differentiates B2B marketing from B2C marketing. However, the two markets are connected and don’t sit independent of each other. Demand for B2B products and services can result from consumer demand. Businesses need to buy products and services from other businesses to meet demand from consumers. An obvious example is selling raw materials to manufacturers. A not so obvious example is selling HR software to a retailer who needs to grow their workforce because of greater consumer demand.
The decision-making process is much longer than in a consumer buying journey. There is a lot more consideration involved in making a business purchase.
- The business buyer will have an established and logical workflow.
- The products being bought are usually a lot more complex, as are the sales deals put in place around them.
- Buyer is driven by making rational decisions to narrow down on a solution.
- B2B buyers are often experts in their field.
- There are fewer potential B2B buyers than there are consumer buyers.
- Although there are fewer buyers the actual value of each deal is much higher.
- The purchasing decision is made by a team rather than an individual. Although an individual may give final sign off.
How does B2B marketing differ from B2C marketing?
B2B marketers must support information hungry buyers. Marketing strategies revolve around meeting this information need. Content marketing plays a far more important role in B2B marketing than it does in B2C marketing. As B2B marketers we produce infographics, videos, case studies, e-books, brochures, data sheets, white papers and plenty of other informational assets. Because B2C buyers are much more emotional, marketing strategies will involve trying to pull emotional triggers.
What is B2B digital marketing? Ultimately, it's helping buyers move through the decision making journey to a successful sale.
Why B2B small to medium business should work with FullerFunnels
MarTech led execution - Technology can give your business a competitive advantage and level the playing field if you're competing with large incumbents. Our digital consultancy will help you find marketing technology that fits your budget enabling your business to scale fast without investing in more headcount.
Customer journey - Our marketing strategy and execution is aligned with the customer journey. It's the very first thing we map out and how we measure success. Our digital consultancy specialises in building automated digital marketing funnels that take the customer on a journey and nurtures them towards a buying decision. We then use MarTech to automate these marketing funnels, giving you a scalable and repeatable approach to growing your business without a big team.