5 Essential Ingredients of B2B Relationship Marketing clearly that you respect them—their needs, their business goals and their motivations. I recently had a conversation with a friend who is in B2B and I mentioned the phrase 'relationship marketing'. Well, those two little words became the focus of the. In the past businesses focused on outward facing marketing with an emphasis on brand recognition. Now we're seeing it come full circle back to the relationship.
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However you describe it, the B2B buying cycle is anything but quick and easy. However, it does have one constant: To remain competitive, B2B marketers must invest in relationship marketing. But because the B2B buying cycle is so circuitous, it is often paved with countless opportunities for competitors to steal your customers and chip away at your market share.
3 Steps To Get Started With B2B Relationship Marketing - Search Engine Land
But relationship marketing can help you combat the situation. Specifically, relationship marketing can help you extend the conversation with your consumers further, past the first or second impression and deep into the buying cycle.
How it works My buddy Tom is a B2B search marketer. Every day he works hard to drive online product trials and yearly subscriptions. Anything but a B2B newbie, Tom knows that building strong relationships with his audience is the best way he can differentiate his business from the competition.
Why is Relationship Marketing Vital to B2B Lead Generation Success?
To accomplish this, Tom launches a search campaign and studies the audience data so he can best understand his targets and how they differ from one another. Finally, by analyzing what best resonates with his targets, Tom is then able to place his ads in the most relevant spot for his audience. This approach allows him to connect with his targets deeper in the funnel, and strengthen the relationship.
Fortunately, search can help with that. Because search is based on demand, it is relatively easy to build an audience profile based on search queries.Relationship Marketing in a nutshell
The best way to accomplish this is to test, test, test. For instance, you might want to test and compare branded and non-branded keywords to see which drives more awareness, brand engagement, and purchases. From there, you can analyze and understand where your brand comes into play in the mind of your audience.
Or perhaps your bottom funnel keywords receive high impression volumes but low click through numbers. There is not the longstanding loyalty that once might have been based on old school networks and deals done over a handshake.
Firms offering professional services rely heavily on a smaller number of high value relationships because their business is less transactional. Often, they are providing a multi-faceted approach, or a very personalised service.
Whether that is financial advice or legal services, more and more it relies on a longer-term, in-depth relationship. Globalisation also brings international partnerships, so a firm in Sydney could easily be working with a partner in London.
Both partners need to be able to share data insights for their customers, and to deliver the best customer service those insights need to include the full customer relationship.
- B2B relationship marketing: new world, new approach
- Why is Relationship Marketing Vital to B2B Lead Generation Success?
Traditionally that might have been a quick phone briefing before a customer meeting but now forward-thinking firms can share a much wider view of their customer relationship across the cloud, with instant access to the full customer picture.
Use technology to create advantage Cloud-based technology is transforming relationship marketing.
It means we can access key customer data in real time, get the latest information and get it on the go. Have they paid their bill? Are they opening our emails?
3 Steps To Get Started With B2B Relationship Marketing
Did they come to our events? Are they giving us more work? Who knows who best?