When it comes to digital B2B marketing, most people immediately think of B2C and the flashy tactics used to grab the attention of prospects. Businesses have been selling to businesses for a very long time. It's only until recently that B2B has been taken to a whole new level with advancements in digital marketing and automation. It has become more and more difficult to stand out among the sheer volume of content that’s out there.

Here are some typical B2B myths that just aren’t true.

Branding is not important as it is for B2C

While this may seem true, branding for B2B business is actually more important than it is for B2C.
B2C purchases are motivated primarily by emotion and need. Someone might purchase something because it makes them feel a certain way. B2B purchases are almost entirely motivated by logic and reason. These decisions are based on facts and numbers. B2B purchases are hardly ever made at a moment’s notice and often times, companies shop around. It’s important that you leave a lasting impression and that you remain easily recognizable.

B2C purchases are motivated primarily by emotion and need. Someone might purchase something because it makes them feel a certain way. B2B purchases are almost entirely motivated by logic and reason. These decisions are based on facts and numbers. B2B purchases are hardly ever made at a moment’s notice and often times, companies shop around. It’s important that you leave a lasting impression and that you remain easily recognizable.
A strong brand provides a sense of trust, confidence, and security. If customers see that a brand is well established and thought out, they are more likely to trust that company. Reputation is important as it makes the purchase decision seem much safer and easier.

A strong brand provides a sense of trust, confidence, and security. If customers see that a brand is well established and thought out, they are more likely to trust that company. Reputation is important as it makes the purchase decision seem much safer and easier.

Social Media Is Useless for B2B Marketing, my customers aren’t there.

Trust me, your customers are on social media. Everyone is on social media these days for personal use but more and more businesses are using social media for their marketing and sales initiatives, even B2B businesses.

While B2C companies have the benefit of targeting their customers directly on social media, B2B customers are people too and they are without a doubt, on social media. Most people, including yourself, likely check up on their Facebook and Twitter feeds throughout the day. If you keep your social media updated with entertaining and helpful content, those who follow you are more likely to be exposed to your brand or product. For example, GoToMeeting’s Instagram account has almost no promotional material on their feed. It consists entirely of entertaining, informative, and easy to consume content that any person in the business world would like to consume. Not just someone who is specifically looking for virtual meeting software.

Check out this post on how to get the most out of your B2B social media strategy for some great tips.

Currently, the best and easiest platform to connect with B2B customers is on LinkedIn due to the nature of its intended use. It has over 500 million users so there is more than enough opportunity to connect.

There is no room for silly creativity in B2B marketing

There is also no room for bad attitudes toward silly creativity.

Marketing is quickly becoming more and more difficult due to the fast growth of the industry. Standing out among your competitors is much harder than it used to be.

Since B2B marketing is targeting business people in a business environment, many marketers feel that they have to present content in a formal, unexciting way. Typically, B2B marketing can be pretty boring. But In reality, it’s only as boring as the marketing team behind it.

The best way to stand out among the crowds is by getting creative and finding new and interesting ways to connect with people.

Creativity doesn’t necessarily have to include jumping out of a jet from the stratosphere. Maybe it would work, but it’s not really necessary for B2B needs. Try making a video, creating an infographic, or sharing a helpful social media post instead of brochures and long PowerPoint presentations. Do something out of the norm.

You can be entertaining while still providing valuable information; you’re actually more likely to keep them interested and engaged. Take a look at your competition and see how you can get more creative and draw (good) attention to your business.

B2B marketing is about reaching businesses, not people

While the acronym itself literally means business to business, it’s important to remember that there are actual people behind these businesses. These individuals are the ones that are seeking your products and services.

While you are often targeting businesses as a whole, there are key decision makers who are making the decision to buy your product or service. It is important to find out who these decision makers are and tailor your marketing content to these people as best as you can to get the best return on investment.

Conclusion

Don’t listen to the myths you hear about B2B Marketing. Use the tactics you believe will be the most effective in achieving your marketing goals. Knowing the best ways to reach your audience and the ways they are searching for your products is the best way to understand your marketing strategy. Remember to market to people, not businesses. The more you know about your potential customers, the better.