4 tips to score
"B2C and B2B are becoming increasingly intertwined." With this statement Hans Molenaar , Director of Beeckestijn Business School, begins his presentation. "B2B is just much more complex, because more decision makers are involved," he continues.
He gives us four tips on how to score with content in B2B, "Because the bar is being raised all the time."
Hire a journalist to produce quality content.
Limit yourself to a niche where little content has been created yet.
Be patient. Rabobank only saw the effect of its content for entrepreneurs after 1.5 years. The Return on Investment is therefore not immediately visible.
The content should look as independent as possible, so leave that logo out.
2. Account Based Marketing in practice
The next big thing in B2B is account based marketing. This strategy involves approaching specific prospects in a very targeted manner. This is not necessarily new, but the strategy has been given a new boost now that it is possible to target by IP address.
At one of the 23 round tables sits Leonie hong kong phone number search Kingma , Marketing Services Manager at LEWIS. She explains to us how to get started with account based marketing.
Make a wishlist of the accounts you want to approach. Ideally, the marketing team does this together with the sales team.
Define your target audience in these accounts: who are the decision makers and influencers?
Define the challenges you can solve per account. In other words: how are you going to solve their problems?
Create relevant content that highlights these challenges and describes your solution.
Approach your target group with a personalized message.
Be visible in places where your target audience can be found. The more you know what is happening in the sector and the company you are focusing on, the better you can respond to it.
The success factors of account based marketing
It's all about a personal and relevant approach to accounts with the right content. This is easier said than done, because you have to invest a lot and that is not always profitable. The ROI is difficult to determine anyway, because you measure per person and not per account. In addition, this strategy is almost not scalable. In practice, account-based marketing is therefore almost only used by large companies. Do you want to try it too? These are the success factors according to expert Leonie Kingma.