Marketing for B2B projects

The person making decisions is the final addressee in any type of marketing. B2C and B2B marketing differ only in the decision-making cycle. Though B2B marketing usually has less emotional factors affecting decision-making they have a similar set of functional channels and logic.

Thus, where do you start if you want to successfully promote a SAAS or Enterprise solution?

Our experience shows that the best platforms are (placed in order of effectiveness)

  • Facebook
  • Linkedin
  • Twitter
  • Instagram

In this article, I will tell you how to use Facebook to significantly raise your B2B sales.

Facebook has a lot of interest targeting tools but the best is a Lookalike Audience. When you upload your newest client database (e-mails/phone numbers) to the Ads Manager, Facebook via its internal algorithm shows ads to a similar (“lookalike”) the audience or Custom Audience.

Think about who the decision-making person is and where you may get his/her phone number. For example, if you are creating a service to improve CRM you will target a CRM Manager, Loyalty Program Manager or CMO. Then register a corporate account on a job board, download e-mails and phone numbers of all the employers you are interested in at the geolocation you need, and target them with an ad campaign on Facebook and Twitter.

This is a rather simple framework to become successful in B2B marketing using Facebook

At the Awareness stage, PR articles, native ads in the related media and video ads will be your main creations. Different tests and quizzes are also good at attracting audiences, such as, “Learn how successful your CRM marketing is”, “Loyalty Checklist: Learn what to do to make your client happy”. Such tests allow targeting cheap databases for remarketing as a click on a test is 7–10 times less expensive than a click on an ad banner. Besides, they allow segmenting audiences using different tools and developing unique remarketing campaigns for each segment. Percentage of people doing the test through the end is about 90%. At the last stage (the results page) you should present your product offer with a limited time discount. Besides, you may give the person a chance to leave his/her e-mail or phone number. Boosting conversion into phone numbers is possible if you promise to send users some useful related guide. Tests results should not lack creativity. Otherwise, users won’t share them and you will lose followers as each repost generates in average 3 new users.

Today with the Facebook interface you may target audiences that have interacted with your content and then select an audience for remarketing.

Thus, user interaction flow is successful when at the upper stage of the funnel user is targeted with different ad messages through various channels.

For example, you repost from any media source an article about your product. If you are not mentioned in the media I strongly recommend you contracting a PR specialist and immediately fix this. Media that writes about you adds weight to your business on account of its name, providing a good “warm-up” at the top of the funnel.

So, you repost an article published in the media in your Facebook group. You target this post at the required targeted audience via Ads Manager. Then with Facebook tools, you assemble an audience that has interacted with the post, namely read the article. Later you target this audience with another article, and then another one and so on. Thus you end up with different audiences featuring users that have read your article, users that have read two of your articles and users that have read the article and watched the video, being an already warmed-up audience. Later this audience may be targeted with traditional ad offers, such as a subscription discount in SAAS, a restricted offer, etc.

The main advantage of this practice is that clients visit your website after they have already read about you in different sources. According to a human brain, the bigger number of references the more credible the product is. Thus, at the Awareness stage, we aim at maximizing awareness of the brand and building familiarity with customers. And then we just need to pack the product in the most appealing way and offer it to the client.

Surprisingly, this framework perfectly suits both the startups that are niching down the market and at first need to gain trust and B2Bs, particularly Enterprises, where the decision-making cycle may take from several weeks to several months.

Most exciting is that while warming up the leads you deal with already loyal clients. And as you know, converting such leads is such a pleasure.

It is important to keep in mind the omnichannel strategy. If you have uploaded an e-mail database to Facebook, you may cross target in Gmail Ads users having Gmail accounts. If you have gleaned e-mails via Facebook leads or in any other way managed to get users’ consent to receive e-mails, you may up send them a trigger message chain. By the way, the impact produced by trigger messages may also be multiplied by retargeting campaigns.

Please, try this in your day-to-day work and write to me about the results. Good luck.