The Complete Guide to Modern B2B Demand Generation

B2B vs B2C

Let’s start by considering why B2B demand generation differs so much from B2C. First, purchasing journeys tend to be more complex in the B2B world. A B2B transaction tends to be more expensive for a start, as we’re usually dealing with items such as software, bulk supplies and logistic services. These types of purchases usually come with a long-term contract as well, as opposed to a one-off purchase.

The other key difference is the consumer. In a B2C setting, brands see consumers as individuals. But in the world of B2B, brands are selling to whole companies or whole departments, which makes for a longer sales process. 

Understanding the Modern B2B Buyer

We’ve often made the mistake of picturing B2B buyers as non-human. Whether you’re selling to businesses or consumers, your end decision-maker is human. It’s also worth pointing out that B2B and B2C buyers share a lot in common in this day and age. For example, while B2B companies traditionally relied on methods like cold calling, it’s far more common now for B2B brands to be discovered digitally through channels like SEO, social media and paid ads.

Personalised marketing is also a hot topic in the world of marketing, and it’s something that was forgotten about in B2B settings until recently. With the evolution of technology and automation, it’s far easier for marketing material to be tailored for recipients.

Core Components of a Modern Demand Generation Strategy

Brand Awareness

Brand awareness is often linked to B2C brands, but it’s becoming increasingly common for B2B companies to put time into growing their brand too. Having a presence across social media has become the starting point, but depending on the size of the business, brand awareness can come in many different forms. This is why we see B2B companies partnering with better-known brands and large-scale events. A great example is the partnership between Xylem and Manchester City. Xylem is a multi-billion dollar company that sells ultrapure water to businesses, but to increase their brand awareness, they created a global partnership with English football club, Manchester City.

Content Marketing

Content marketing is often associated with B2C brands. We think of content as being funny or engaging, but B2B companies can create content that’s equally as effective by focusing on informative, value-driven content. From blogs to short-form videos to podcasts, it really doesn’t matter how you package your B2B content but what does matter is that you are showcasing how your product removes pain points or has been successful for other businesses. 

Digital Marketing

Content should form part of your wider digital marketing strategy, but B2B companies can often neglect areas such as SEO, social media ads and retargeting strategies. While more traditional marketing methods can take precedence, digital marketing can help target a much wider pool of users.

When SEO is done right, it can offer one of the cheapest cost per acquisition. However, it does require a long-term strategy and results aren’t instant. The key is targeting the right users by focusing on relevant keywords that aren’t overly competitive. A strong content strategy can also be combined with your SEO efforts to target long-tail keywords with informative blogs.

Don’t make the mistake of thinking your target audience isn’t on social media either. Decision makers are human, and humans are active on social media, which means you shouldn’t discount social media ads. Linkedin is a particularly attractive social platform for B2B companies as users can be found by job title and company.

Marketing Data and Technology

Data has never been more accessible than it is today, which is a godsend to marketing teams. Data should form a crucial part of your strategy as marketing tools can be used to make more informed decisions. Platforms like Hubspot can help B2B companies to segment audiences, optimize lead pipelines and nurture potential customers towards becoming a sale. 

Final Thoughts

The key takeaway is that B2B and B2C marketing should no longer be viewed as two entirely separate areas. Parts of B2C marketing can be applied in a B2B setting and vice versa, and ultimately, we must remember that regardless of industry, we are always marketing to humans. This doesn’t mean that approaches shouldn’t be tweaked, but on the whole, we’re starting to see similar strategies used across a wide range of industries.

FAQs for The Complete Guide to Modern B2B Demand Generation

What is the main difference between B2B and B2C marketing today?

The primary difference lies in the complexity of the sales process. B2B transactions usually involve higher costs, longer contracts, and decisions made by a group or department, whereas B2C purchases are typically simpler and made by individuals.

Why should B2B marketers focus on brand awareness?

Brand awareness is crucial because even in B2B, decisions are made by people. A strong brand presence across social media and through strategic partnerships helps build trust and familiarity, making your company more memorable when a purchasing need arises.

How can content marketing work for a B2B company?

B2B content marketing succeeds when it is informative and provides genuine value. Instead of focusing on humour, create content like blogs, case studies, or podcasts that showcases how your product solves specific pain points for other businesses.

Is SEO really important for B2B demand generation?

Absolutely. When done correctly, SEO can provide one of the most cost-effective ways to acquire customers. A long-term strategy focused on relevant keywords, especially when combined with informative blog content, helps you attract the right audience.

How can a platform like Storific help with B2B marketing?

Marketing technology and data platforms are essential for modern B2B strategies. They enable you to segment audiences precisely, optimise your lead pipelines, and nurture potential customers with tailored content, leading to more effective conversions.