How do you approach new customers in B2B?
We work with B2B firms who want to unlock new or lapsed markets, so we’ve got a pretty good insight into the steps to take.
Here, we share the 8-step process we’ve developed to help clients in the go-to-market stage. Think of it as a to-do list to work through in order ….
1. Identify & confirm your target market
Is the market a good commercial target for you? This step is the vital precursor to marketing planning and prevent mistakes later. Research includes size of market, the sales drivers coming down the track, and competitor landscape.
2. Map key stakeholders in the target market
- Commercial (current customers / potential customers – segmented)
- Community & Influencers (i.e Professional associations, industry groups)
- Collaborators (i.e Suppliers, partners, strategic alliances)
3. Create Target Buyer Persona (s)
Define your MAN (money, authority and need). Define shared buyer responsibilities, pain points, goals, fears, wants, decision barriers, procurement commonalities, behaviour patterns, most frequently asked questions.
4. Develop Key Messaging Matrix (per buyer persona)
A simple matrix which includes –
- Your product or service value proposition elevator
- 3 messages
- 3 proof points per message
5. Map buyer journey
Define your sales funnel through awareness, consideration, decision making, retention and advocacy stages of the B2B buyer journey.
6. Audit content and identify gaps
Consider the types of content your target buyer (s) will need at each stage of their buyer journey.
This might include SEO blogs, eBooks, how-to-guides, trend reports, case studies, lunch n learn sessions, webinars, product demos, free trials, proposals & estimates, and discount offers.
7. Develop the marketing plan
The on and offline tactical activities that will enable you to deliver your message to your target audience at each stage of the buyer journey.
8. Deliver marketing plan
How will you run the plan? Consider creation of the content assets, delivery of the content assets, organisation of key campaign elements including email journeys, webinars, face to face events etc, analysis of results, refinement, and improvement.
There you have it. 8-steps to approaching new customers in B2B.
Final Thoughts
At Attract & Engage we’re conscious that outsourcing marketing can become a costly exercise for SMEs, and so we always recommend businesses approach things from the perspective of ‘what gaps need plugging?’.
This might be a capacity gap, or a skills gap.
When budgeting for your customer acquisition plan, why not consider this 8-step process, and identify what you’re best placed to handle in-house, and where you’d gain most value from the support of an external partner.
Then, reach out. We have a ready-made marketing department with strategists, graphic designers, social media, email and B2B sales copywriters standing by to help your business development team unlock sales.
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