{"id":2486,"date":"2022-03-09T01:58:05","date_gmt":"2022-03-09T06:58:05","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/03\/09\/the-4-rules-of-successful-b2b-marketing\/"},"modified":"2022-03-09T01:58:05","modified_gmt":"2022-03-09T06:58:05","slug":"the-4-rules-of-successful-b2b-marketing","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-4-rules-of-successful-b2b-marketing\/2486\/","title":{"rendered":"The 4 Rules of Successful B2B Marketing"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong><em>By Karl Kangur, CEO,\u00a0<a href=\"http:\/\/resultcompass.io\/\">Result Compass<\/a><\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Marketing in the world of B2B needs to take into account certain considerations that don\u2019t apply to customer-faced marketing. For starters, you need to understand how the decision-making process works in the companies you\u2019re pitching to. You need to be prepared for much longer conversion times and longer sales cycles.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, let\u2019s talk about the four key rules of successful B2B marketing and how to utilize them to your advantage.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Tell Customer Stories<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">In order to make your product more relatable and more tangible, <a href=\"https:\/\/www.bold.ceo\/business-growth\/b2b-sales-storytelling-a-guide-to-sales-growth-using-stories\" aria-label=\"showcase your customer stories click to read on bold dot CEO\">showcase your customer stories<\/a>. They are a great way to communicate your values and products better as well as to humanize your brand.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Your goal is not to close a sale, however, but to communicate genuine value and let the message speak for itself. As soon as you turn it into a sales pitch, you will have defeated the purpose. Don\u2019t even include a CTA. Those who are interested in learning more will certainly know how to do so.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/mixam.com\/\">Mixam<\/a> does this very well on their LinkedIn. First, they have chosen a great platform, as LinkedIn is the <a href=\"https:\/\/vendedigital.com\/blog\/5-reasons-to-use-linkedin-for-b2b-marketing\/\" aria-label=\"preferred marketing channel in B2B, click to read on vendedigital\">preferred marketing channel in B2B<\/a>. And second, they\u2019re able to speak both about their own work and show various examples of their printing services while also shouting out some amazing small brands and giving them some free exposure.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"466\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture1.jpg\" alt=\"\" class=\"wp-image-2488\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture1.jpg 960w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture1-300x146.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture1-768x373.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Image source:<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/company\/mixam-uk-ltd\/videos\/\"><em>Linkedin.com<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Their posts are also short and easy to read, and they certainly sound nothing like a sales pitch. It\u2019s a great point of view and tactic to adopt if you\u2019re looking to attract a B2B client.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Highlight Your Credibility<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Trust matters a lot in B2B marketing. If you don\u2019t come off as professional, reputable and reliable, you won\u2019t close many deals.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And since first impressions matter so much, you want to ensure that every client or customer who lands on your website instantly sees that you are a business they can place their faith in.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Start by showcasing some of your past work and successes. You can do this by:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li>prominently displaying case studies<\/li>\n \t<li>asking customers for testimonials<\/li>\n \t<li>simply displaying the logos of the brands you&rsquo;ve already worked with<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/affinda.com\/\">Affinda<\/a> does this well, and very simply too. No bells and whistles, just a simple element on their homepage that shows you who they\u2019ve worked with before. They\u2019ve also made sure that the brands they highlight come from various industries, just to further enhance their appeal.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"610\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture2.jpg\" alt=\"boxes of product\" class=\"wp-image-2489\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture2.jpg 960w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture2-300x191.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture2-768x488.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Image source:<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/affinda.com\/\"><em>Affinda.com<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You can use other kinds of social proof too. Using testimonials paired with a customer\u2019s image and their title always works, for example. <a href=\"https:\/\/zapier.com\/\">Zapier<\/a> does this, plus they have a page for sharing customer stories too.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Make Realistic, Measurable Claims<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Business decisions are made based on logic, not emotion. You may <a href=\"https:\/\/www.marketingmag.com.au\/hubs-c\/opinion-harnessing-the-power-of-human-emotions-in-b2b-marketing\/\" aria-label=\"want to include emotional element, click to read on marketing mag\">want to include the emotional element<\/a>, but you need to back it up with some concrete, measurable claims as well. Otherwise, your brand will get rejected by the higher-ups who handle the money in your prospect\u2019s company.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If you focus on selling via stats and figures, you won\u2019t have to worry about the impact you\u2019re making and what someone\u2019s decision-making process is. You\u2019ll know that your offer is sound: you just may not fit into someone\u2019s budget or align with their goals.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take a look at <a href=\"https:\/\/goaura.com\/\">Aura\u2019s<\/a> messaging. They refer to specific increases in sales, and they don\u2019t just use vague promises of increased conversion rates. When they state that \u201cbasic repricing can raise your sales by as little as 30%\u201d but that \u201cwith Aura, you\u2019ll be able to control the Buy Box for 65%+ of the time against other repricing tools,\u201d the benefits of choosing them are staring you in the face.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"412\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture3.jpg\" alt=\"image of a bunch of logos\" class=\"wp-image-2490\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture3.jpg 960w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture3-300x129.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/02\/Picture3-768x330.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Image source:<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/goaura.com\/\"><em>Goaura.com<\/em><\/a><\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Publish Content That Speaks with Authority<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">In the world of B2B, content marketing is not just about generating organic traffic and raising brand awareness. Crucially, it\u2019s also about establishing a certain image. Optics do matter: to score higher-profile clients, you need to uphold the image of a professional and successful brand.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By publishing credible, intelligently written and highly authoritative content, you will boost your credibility and reduce the perceived risk a brand will have of doing business with you.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.salesforce.com\/\">Salesforce<\/a>, for example, has published dozens of very high-value articles that speak to their expertise. They stand alongside hundreds of other posts that are just as important but that have less conversion-swaying power. Nonetheless, all their posts testify to the brand\u2019s commitment to its product.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">True, Salesforce also sits at the very top of its niche tree. But they\u2019ve climbed there by using content marketing to their advantage.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Final Thoughts<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">By implementing these four B2B marketing rules, you\u2019ll be able to project the right image to your prospective clients. And, you\u2019ll ensure that your message and ethos are clearly communicated to all interested parties. Lastly, remember to always tailor your tactics to your brand and give them your own personal twist. It will make you much more memorable.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>By Karl Kangur, CEO,\u00a0Result Compass Marketing in the world of B2B needs to take into account certain considerations that don\u2019t apply to customer-faced marketing. For starters, you need to understand [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":2487,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-2486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The 4 Rules of Successful B2B Marketing | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-4-rules-of-successful-b2b-marketing\/2486\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 4 Rules of Successful B2B Marketing\" \/>\n<meta property=\"og:description\" content=\"By Karl Kangur, CEO,\u00a0Result Compass Marketing in the world of B2B needs to take into account certain considerations that don\u2019t apply to customer-faced marketing. For starters, you need to understand [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/the-4-rules-of-successful-b2b-marketing\/2486\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-09T06:58:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/03\/asian-male-florist-owner-of-small-business-flower-shop-using-digital-picture-id1317277259.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta 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