Marketing A New B2B Product

Luke Gorski on B2B Marketing Strategy

new b2b productToday, B2B marketing has unprecedented access to data about its prospective buyers. Using this access is the secret to marketing a new B2B product today.

Marketing B2B products will always rest on the traditional selling principles we’ve all come to know. Decision makers who buy enterprise solutions, like SaaS products or service offerings for their organizations, prefer personal engagement and personalized product demos.

What’s changed is how you reach these decision makers and build relationships using valuable content marketing. After reading this article you will know how to:

  1. Use content marketing to sell B2B products
  2. Create effective advertising campaigns
  3. Nurture relationships using social media

B2B Marketing and Content Marketing

The successful B2B marketing campaign respects the traditional sales approach, and embraces today’s modern marketing strategies. Mainly, the strategies of inbound marketing, also known as content marketing.

When you combine content marketing with modern B2B marketing strategies, you create opportunities for hyper-targeted prospects to receive hyper-relevant content from your company. This builds brand affinity and brand familiarity, and opens doors to a sale. Let’s look at an example.

How to Market a New B2B Product

Let’s say you are marketing a B2B SaaS product: scheduling software for doctors who run a private practice. You have an idea of who and what organizations it can help. Awesome!

Your approach to marketing this new B2B product using content channels might look like this:

  1. Map all prospective organizations
  2. Identify key decision makers using LinkedIn
  3. Create and distribute content using LinkedIn and Facebook ads
  4. Create unique landing pages for each industry, geographic location, or organization
  5. Personally connect with warm leads on LinkedIn and Twitter

Step 1. Map all prospective organizations

Marketing to other businesses and organizations is easier than marketing to consumers. This is because you have access to everyone in your target organization thanks to tools like LinkedIn and Twitter.

The first step of any marketing campaign is to identify your target market. Consider what organizations can potentially use your B2B product and create a list. It might be a very long list. Dedicate the necessary time to create it because once you do, you’ll have a better understanding of your market, and you’ll know exactly which decision makers you need to reach.

In our example of a SaaS scheduling product for doctors, you may want to identify solo and group medical practices within the United States. You can segment your list by state, specialty (osteopath, family doctor, etc.), and type of organization (solo or group practice).

Step 2. Identify key decision makers

Next to each target business or organization, list the decision makers you want to target. Visit company websites and LinkedIn company pages to find each decision makers name and email address. You’ll be able to use these for any follow up emails, which we’ll discuss shortly.

In our example of a SaaS scheduling product for doctors, decision makers will most likely be office managers or, in the case of solo medical practices, the doctors themselves.

Step 3. Create relevant content

Once you’ve mapped target organizations and identified key decision makers, you’ll create content they would find familiar, relevant, and compelling.

The goal for your content is to create “virality” within your target organizations. If one person shares your content, there is a chance their co-workers will see it. In fact, it is far more likely a co-worker sees your shared post than a mug, pen, or notepad with your logo on it.

To create a content marketing strategy, see what groups your target decision makers follow on LinkedIn, and what kind of content they’re engaging with. You can view this under the Activity section of their LinkedIn profile. Each individual has unique interests and duties within their organization. Identify what is relevant to them and relates to your product, and create content that is relevant.

For example, after seeing a doctor engage with an article about millennials and their healthcare choices, you may want to create a piece of content about how to attract millennials to a private practice.

Step 4. Create a targeted advertising campaign

Once you have several pieces of relevant content, you’ll need to pay for distribution to place it in front of possible buyers using LinkedIn and Facebook advertising.

Digital marketing on LinkedIn and Facebook gives modern marketers unprecedented access to personalized marketing. You can create targeted campaigns for each state, each industry, even each company. The content you use – such as photos, videos, or articles – should speak directly to the segment you’re paying to reach.

Click here to read more about Facebook and LinkedIn advertising strategies. In our example, you may want to target by profession, such as osteopathic physician or family doctor, as well as geographic locations, such as cities and towns. This will allow you to distribute content created for specific doctors and specific geographic locations. Your next step is to create relevant landing pages.

Step 5. Create unique landing pages

Prepare landing pages for different segments of your target organizations. The more relevant the landing page is to a target decision maker, the more likely she is to request a call or product demo.

Consider how PandaDoc structures its landing pages for incredibly specific industries. A potential client will be delighted to find the exact solution they are in the market for, moving PandaDoc to the top of their list, giving them the benefit of the doubt.

In our example, you may need to create landing pages for different specialties, in different states, running different types of practices (solo or group). Although it sounds like a lot of work (and it is), having unique landing pages for prospects is the minimum cost of entry for successfully marketing a new B2B product today. To see how IdealPath can help you create comprehensive B2B marketing strategies, click here.

Step 6. Connect with warm leads

Manually review who shares your paid content and identify those organizations. Consider these the equivalent of “warm leads”.

Your next step is to engage with these new leads. The easiest way to do that is to email the decision maker you identified in step one and send a cold email. Mention that Jane Smith shared a post your company recently shared, include a link to the piece of content, and personally incentivize them with a demo or free consultation.

At the same time, connect with them on LinkedIn and Twitter. This allows you to connect with the decision maker on personal level and allows you to continue adding value to their conversations and tweets.

By the time a prospect sees your LinkedIn invitation to connect, you should have a library of content in the form of LinkedIn articles, SlideShare presentations (LinkedIn owns SlideShare), and video content featured on your LinkedIn page. Make the content topics familiar to prospects with whom you’re connecting.

In summary...

To market a new B2B product, remember that content marketing is designed to open doors to new conversations. By combining relevant content with smart advertising across key social media platforms, you can reach prospective buyers who can immediately benefit from your product.


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