CROING INSIDE: Global Marketing

Culture | 0 comments

Dec 24, 2020 | Culture | 0 comments

“Understand who and where is the target, so that the strategy can be successful.”

As we anticipated in the previous interview, at CROING we’d like to bring you a new interview with different members of our team every month, so that you get to know us more, and can learn about the different areas in our agency.

In this case, Anggie, our Head of Global Marketing will share with us a bit about B2B Marketing, and the impact of social networks during the 2020 lockdown. This interview can also be found in BULB magazine.

So, Let’s get started!

What is B2B Marketing, and how has it changed since COVID-19?

B2B Marketing is oriented to the sale of services and products between companies, digital communication agencies like CROING are B2B companies, because they communicate seeking other companies as clients and not as final consumers.

With the current situation, B2B marketing migrated to the digital world in a very interesting way. B2B strategies in general aim to generate meetings between people, to initiate work proposals between companies. However, nowadays, without the possibility of face-to-face networking, online networking has become the only option, so  digital meetings systems give the opportunity to achieve objectives more easily and efficiently.

What are the best actions we can do for a good B2B campaign?

In all types of communication strategies, the most important thing is to be where the target is. The B2B target has slight differences with a B2C Business to Consumer target, however, it’s necessary to understand that at the end of the day, we always talk to people that are all currently on social networks.

If we understand the path of a B2B buyer, we can think that from LinkedIn, you can go to the company’s website and write to the contact to request services, after this, the idea is to enter the company’s database and receive periodic emails that keep the supplier at the top of the buyer’s mind.

What is the future of B2B marketing?

B2B marketing strategies, like everything else today, are going through a digital transformation. The future of B2B marketing is now, and it’s supported by social media platforms that are updated every day, so that networking is easier and more effective, and that both buyers and suppliers get what they are looking for.

A sample is the new LinkedIn update, in which you will be able to go from private chat to a video call, making the connection with the possible client much easier.

With all these updates, the most important thing is to be attentive to take advantage of every opportunity and apply it.

How to use social networks, and which are the most important ones?

In a B2B strategy, LinkedIn becomes more important in terms of social networks, since it speaks directly to a professional target that in fact seeks services within this platform. However, this must be evaluated according to the company and the target it is related to. Linkedin gives an opportunity to segment by position, company and country that is not available in any other social network. To take advantage of it, you have to have a team strategy, share content and interact with potential customers through the network.

Do you have any tips to have a successful B2B strategy?

– Understand who the target is and where it is, for the strategy to be successful, it has to reach the attention of the target. 
– Follow up with potential clients, B2B marketing strategies tend to take longer to generate results, because they involve a number of processes within companies, so it is important to be able to maintain contact with the potential client.


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