Glossary

Your one-stop-shop for understanding the world of brand and brand tracking terminology

B2B Marketing

B2B marketing stands for "business to business" marketing, where a company markets its products and services exclusively to other companies. Latana is a great example, as we market our brand tracking software to other companies.

The Difference Between B2B and B2C Marketing

While B2B marketing focuses on businesses selling to other businesses, B2C marketing focuses on businesses selling to consumers. Some examples of B2C companies include ORION, Kiehl's, and Eve Sleep.

What Are The Goals of B2B Marketing?

  • To increase ROI by focusing on efficiency and expertise

  • To drive people to make a purchase by highlighting incentive and financial gain for the user

What Are Some Of The Struggles of B2B Marketing?

  • The sales process is often longer as the customer is usually a collection of stakeholders and decision makers rather than one person.

  • A bigger sales team is needed as customers often have a number of questions and prefer to deal directly with a sales person.

  • The sale often has a higher stake as the price is higher and a purchase often means entering a long-term contract.

How To Run an Effective B2B Marketing Strategy

1. Have a strong brand position

Take enough time to create a solid brand position. Potential buyers need to fully understand who you are, what you stand for, and why.

2. Identify your target audience

B2B products/services are often more niche than B2C products/services. Make sure you understand exactly who your target audience is to increase your chances of selling.

3. Understand the competition

Be fully aware of who the competition is and what they are doing right - and wrong - so you can make sure to offer something more appealing to your target audience.

4. Make sure you are where your target audience is

To effectively reach your target audience and increase ROI, make sure you are using marketing channels where your target audience frequents often. Some questions to ask yourself to ensure you are making the right decisions include:

  • Where do they spend their time online?

  • What questions are they asking search engines?

  • Which social media networks do they prefer?

  • How can you fill opportunity gaps that your competitors are leaving open?

  • What industry events do they attend?

Remember: to ensure the success of any marketing campaigns, you need to continually measure success and improve on what you have. A tool like Latana can help you better understand how your brand is perceived by your target audience.