B2B Marketing Online

What makes B2B Marketing distinct from B2C, especially online? Why is online advertising so valuable for B2B efforts?

B2B Marketing has grown steadily online for good reasons. When it comes to being able to target a distinct sales audience and show results, there is no better medium. The obvious advantages are inherent through the ability to collect traffic and response data immediately and soon after leverage that data directly into sales action.

Advertising and gaining exposure in online communities can offer immediate brand awareness to a focused and select group, allowing dollars to be spent where there is an ability and eagerness to receive the messaging. Whereas a B2C product might gain some word-of-mouth marketing both at home and at work, a B2B product or service is less likely to be discussed around the dinner table.

B2B decisions often require multiple stakeholders to take their own areas of expertise into consideration. Online advertising can tailor the message to the decision makers, affording each the material for their own consideration, allowing each to become a champion of the decision through their own prerogative. The long sales cycles associated with B2B decisions and political environment of corporate spending means that each stakeholder needs to come to the table with as much information as possible. Online is the best medium to nurture stakeholder buy-in due to its flexibility.

The most popular benefit of online advertising for B2B marketing deals with the collection of traffic data. Trends and performance can be elucidated from the ad and site statistics. Sales benefits most directly from the collection of visitor data and can often build prospect or lead lists where an explicit online sale is not involved. A feedback process, wherein the sales force reports back how leads are qualified and converted is employed to further optimize the advertising effort.

We at Massive Impressions understand what it takes to get results in B2B advertising. We know where the obstacles lie and have developed tools and methodology to sail over and around them. We make the sometimes highly charged, oftentimes indecisive process of getting everyone's buy-in an refreshingly collaborative exercise.