The Challenges Facing B2B Companies – And The Underlying Approaches

In any marketing strategy, it is the branding that sets the trend.

This is nothing new. Most winners in the marketing space are brands that sell to consumers.

But people will say this makes sense only in the B2C or the business to consumer space.

After all B2B has a reputation of being lackluster.

But B2B businesses can longer afford to make their campaigns tedious. The B2B tone “We just stick to specifications and quality” is not effective anymore. 

Marketers need to improvise and be a little more audacious. 

Why so one may ask.

The answer is straightforward. The business landscape has changed a lot.

Today with the millennials constituting a major share of the workforce, companies’   culture has evolved to keep pace with the branding strategies adopted in the B2C segment.

The buzzword is experiential marketing. 

The objective is to create a close bond between the brand and customer by engaging the customer in an unforgettable experience. 

Why is experiential marketing catching on? 

Consumers are fed up of commercials. On their smartphones consumers fast forward TV spots and use ad blockers to keep commercials from popping up.

Savvy marketers have realized such scenarios.

They have understood the best approach to reach out to customers is to engage them in an appealing way. 

“We must create a lasting impression on consumers – something that they will share with others and pave the way to brand loyalty”. 

This strategy may hold true for B2B marketers as well.

After all, the future is digital and mobile. Some studies say that majority of consumers are inclined converting into customers after an experiential marketing episode.

So why is it that not many B2B are companies taking this approach?

To understand this we must take a close look at the barriers B2B companies face in an experiential marketing set-up.

Yes, an experience driven marketing strategy must deliver return on investment (ROI). 

But how do you go about it?

Here are a few ideas.

First understand the experiential market. This is especially true in the B2B segment. The SMEs are faced with zero-based budgeting in these hard times, which effectively means, each year allocation of money for marketing, aside from operating cost must be justified.

Here are a few other things to make note of.

Whichever way you speculate, the evolution of technology has transformed the way B2B companies function.

A good example is the comprehensive nature of the portal Esources.co.uk.

According to an esources.co.uk review, the portal is the UK’s fastest growing trade directory. Scores of buyers and suppliers are joining Esources to leverage the services of this portal.

The review further adds, “Esources.co.uk is a unifying platform for buyers and sellers to get inclusive product information and carry out transactions conveniently”. 

One great advantage of the present day B2B portals is they are equipped with sophisticated features that can be customized to business requirements – and not to underestimate improved visibility new and existing businesses acquire.

The portals allow companies to reach out to potential clients across geographies and cater to the requirements of a global audience. 

Esources.co.uk is the UK’s largest directory of verified wholesale suppliers, dropshippers, wholesale offers and trade leads. Being the largest portal of its kind in the United Kingdom, eSources offers businesses the capability to attract over 700,000 trade buyers. 

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