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B2B Martech: Applying Consumer Marketing Strategies In The Business World

The masses have spoken – between the demand for digitized customer experiences and streamlined digital business operations, the marketing technology space has grown an additional 24% since 2020. But most martech investments and advancements have been largely confined to the business-to-business (B2C) sector (e.g., augmented reality for e-commerce or grocery and improved digital payment options that help to encourage brand loyalty).

The business-to-business (B2B) sector? Not so much.  

Why? Because there used to be a limited number of companies to sell to, which made targeted direct outreach to others very feasible without the need for innovative technology. Now, there are just too many companies to keep track of without the assistance of technology, making the traditional approach of personal outreach and direct selling no longer sustainable. 

Nevertheless, old habits die hard – B2B organizations are slower to digest new tech developments and even reluctant to change time-tested practices to fit current trends as opposed to B2Cs, which are privy to the roles technology and flexible digital marketing tactics play in reaching as many consumers as possible. 

As consumer shopping habits change, ads strategically placed along web pages or as pop-ups on visited sites have been replaced by influencer marketing, omnichannel strategies, and personalized consumer profiles – B2C marketing tactics that B2B entities are finally realizing the value of optimizing their own sales outreach. 

Primed and Ready

Recent reports project B2B martech spending to rise 14.6% in 2022 and another 12.4% in 2023, suggesting the industry is playing catch-up and wants to reap the benefits of the technologies that move the needle towards better business returns. Considering the more than 1,200 Unicorns that exist globally, the market potential for new marketing techniques and technologies is staggering. 

As the $6.7 trillion B2B industry grows larger with additional organizations, we at Kissterra have identified an emerging need to change how we market to these new companies and their unique demands. Why not leverage the nuanced marketing techniques and technological tools previously under the “unofficial” domain of B2C companies?

Borrowing Tactics 

The B2C businesses that succeed are the ones that target their intended audience and tailor marketing to their interests and lifestyles. B2B companies in any industry can embrace these same targeted marketing tactics to stand out amongst their own competition.  

There has always been a preconceived notion that B2B marketing is or needs to be very expensive. But if executed accurately and precisely with the latest marketing technologies originally created for B2C service, B2B marketing campaigns can be completed at a relatively low cost – with impressive ROI.

Consider the widespread use of remarketing and retargeting tools for large audiences in B2C marketing. When marketing to very specific individuals in B2B sales, you can utilize the same technological principles but improve accuracy tremendously by guiding the necessary advertisements to an extremely small group, resulting in a cost-effective, target-oriented campaign.

As the B2B space continues to outgrow its traditional marketing tactics, B2B marketers are left with little choice but to adapt them. At Kissterra, our B2B marketing has yielded successful results because of our B2C tech stack and our use of targeted, filtered campaign strategies commonly employed by B2C companies. 

Adapt Accordingly 

The B2B industry is too consequential to leave its marketing strategies stagnant. B2B companies need a way to filter the noise and target their prospective product or service options.

Luckily, sometimes the simplest answers to the hardest questions are often right in front of us. In this case, the solutions B2B companies are looking for come in the form of B2C marketing strategies. What B2B marketing needs to do is adapt marketing technologies created for B2C strategies and use them to hyper-target players in the B2B world.

At Kissterra, we have been able to do just that – make technologies that are customizable and modified accordingly to target the individuals we need to sell to. Doing so allows us to build the right sales deck, approach the right buyer, and ensure our products are specifically tailored to them.

Ifty Kerzner

Ifty Kerzner is President and Co-Founder of Kissterra, the world’s first insurance marketing operating system. A skilled tech entrepreneur in the financial service and data management sectors, Ifty’s passion for business, innovation, and people led him to found several companies. Prior to his career in tech and business, Ifty was part of the Israeli entertainment industry, as both a popular singer/songwriter and host of a TV show. He holds an LLB with distinction, an M.A. in Political Science, and is also a graduate of the Lyndon B. Johnson School of Public Affairs' Leadership Program.

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