“I have experience in B2B and B2C.” Okay, so what exactly does that mean?
To be successful in advertising you need to know more than a couple acronyms (hint: B2B = business-to-business and B2C = business-to-consumer). You need to understand how to connect with and understand your client.
After many years of business marketing experience, I’ve learned some important lessons about B2B marketing.
- Understand the Organization. With a B2B client there are many levels to the decision-making process. You need to have the foresight to set timelines that allow for multiple levels of approval.
- Speak the Language. To have a successful B2B advertising campaign you need to speak your client’s language. Since you’re speaking directly to other businesses you need to have a working knowledge of the terminology, acronyms and slang for your client’s specific industry
- Become an Industry Expert. This can be a long process but essentially you need to be an advertising expert as well as an expert in your client’s business. Your clients need to have confidence that you understand the needs of their business and that you can offer a fresh perspective on how to drive their business into the future.
- Success should be Measurable. There has to be a way to measure ROI in a relevant and meaningful manner. Numbers speak for themselves and will prove to your clients that your efforts have a very real impact on their bottom line.
- Use ROI as a Motivator. Many B2B clients fear change. Advertising is an industry driven by change. Melding the two can oftentimes be challenging use your measured success and your understanding of the business to push your clients and explore new advertising opportunities.
- Understand the Data, Quickly. One of the biggest challenges today is analyzing data in a timely manner. The amount of data coming from social media, CRM, email and web can be overwhelming. Because there are multiple decision-making levels within your client’s organization it’s sometimes difficult to act on data immediately; you need trained manpower to handle data input within your own organization. Learn to digest the data yourself, so you can offer up cutting-edge recommendations before your client spots the need.