5 B2C Marketing Principles That Also Work in B2B Businesses

The UK-based IPA database is one of the world’s best sources of information on marketing effectiveness, collecting campaign effectiveness italy whatsapp number data data spanning almost 40 years. The database currently contains almost 1,500 marketing and advertising campaigns, including details on creative objectives and strategies, budgets, media and, most importantly, business results.

Although this database contains mostly B2C strategy cases, we have looked for clues that help us understand which strategies work best and which patterns are interesting and can be useful for B2B marketing .

Five key principles that drive growth in B2C and that also work for B2B businesses

The Share of Voice , known in Spanish as the Quota de Voz, is a KPI (Key Performance Indicator) that identifies the level of fame, knowledge the importance of objectives in your content  potential customers and reach of your messages and offers that your brand or company has in the market compared to competitors.

There is a strong relationship between market ej leads share growth and advertising investment measured as share of voice. The relationship is very similar to that observed in B2C, implying that advertising works in both B2B and B2C.

2. Balancing branding and activation

Advertising investment should be balanced between long-term brand building and short-term sales activation (e.g. lead generation ).

 

3. Expand your customer base

Long-term growth depends on expanding your customer base, rather than trying to sell more to existing customers. This means that, in addition

to targeting your campaigns at your existing customer base to increase their purchases, you should primarily target your communications at new potential customers and their prescribers.

4. Maximize brand awareness

The degree of awareness of your brand in the market indicates the speed at which your brand reaches the minds of your potential customers in a purchasing situation. This degree of awareness that the market has of your brand is caused

by the great notoriety and identification that customers associate with your product or service category. Campaigns that encourage the buyer’s “mental availability” more strongly tend to be more effective.

5. Harness the power of emotions

Emotional campaigns (those that try to make prospects feel more positive about your brand) are more effective in the long term than rational campaigns (those that try to communicate information). The types of emotional approaches

required will be very different in B2B from B2C, but the same principle applies to both. This is because emotional campaigns are better for brand building. However, rational

In conclusion, with a quick analysis of the results of the campaigns listed in the IPA (Institute of Practitioners in Advertising) database in the United Kingdom, we see that B2B marketing works in a very similar way to B2C.

The ingredients for effectiveness (high awareness, broad reach, and high mental positioning) are the same in both worlds. B2C and B2B require very similar combinations of brand-building campaigns and rational activation campaigns. And both worlds respond very similarly to changes in the investment we make in each.

Of course, within each type of strategy (whether B2B or B2C), the results will not be the same and we will find variations depending on the size of our

potential clients: SMEs will probably behave differently from large corporations or the public sector, but the success patterns will be very similar. In fact, it is normal for B2B marketing to seem to work in a very similar way to B2C marketing, since, after all, B2B buyers are also peopl