July 25, 2024

B2B: communicate effectively to secure profitability

B2B (business to business) is selling products or services to other companies. It’s a huge sphere, and you should have a solid marketing strategy, customers’ reach and engagement approach, as it is typically a long-circle sale to a group of decision-makers.

Today we will talk about what specific challenges B2B implies and how to overcome them.

B2B benefits and advanced profitability

Last few years show a certain growth of B2B market, and it’s predicted to maintain steady revenue in 2024. It is less sensitive to inflation or consumers’ income decreases and develops despite economic slowdown and personal purchasing power weakness.

Why this business model is advantageous:

• Long-term partnership via enhanced customer engagement and relationship building
• Higher volumes and profits thanks to wholesale quantities
• Increased lead generation due to creating campaigns that attract relevant prospects
• Improved reputation and brand recognizability by effectively promoting the company to other businesses

B2B inspiring statistics: The global e-commerce market size is estimated to reach more than $33 billion. B2B ecommerce deals via mobile devices in the United States are going to exceed $710 billion by 2025. Online sales in the area in the United States reached $1.8 trillion in 2023.*

However, securing your position in this world is easier said than done. A certain number of challenges will wait for you on the way to success.
That’s why establishing a proper and beneficial business communication with customers on the whole “contact-connect-communicate-collaborate” way comes to the fore.

B2B communication peculiarities and advice

1. Customer first reach
Remember — in B2B to present your goods / services and raise interest to them you have to get through to a group of decision-makers, most of them will be top managers. To communicate with them properly and get expected results, outstanding messaging strategy and tools are required. With the help of digital marketing, you can more easily reach your target audience.

2. Outstanding and complex demands
B2B buyers always require a high level of customer service — 24/7 quick automated support, immediate notifications, events / webinars / workshops organizations, value-added content. All of these will help you to stay apart from competitors.

3. Excessive data security requirements
B2B deals with huge volumes of its own and customers’ confidential data during interaction, for example, financial information. The risk of hacking and fraud requires you to choose communication channels that will provide high security level.

4. Long sales cycles
B2B buyers may take the decision from whom to purchase for weeks or even months — all levels of staff are involved. This means, you have to find new ways to personalize your communication through the whole process to make all participants satisfied.

5. Complex integrations
Businesses usually already have their own corporate software, CRM, etc. All new solutions you implement should be API-friendly and ready to connect to all existing tooling.

6. Choosing the right technologies
Modern digital world offers plenty of messaging tools, and it can be difficult to select the best for your company. You need to consider your budget, your team’s skills, your long-term goals, etc. Experienced communication services provider will help to make the right choice.

Before making the decision, evaluate your budget and resources, create customers’ profiles and choose communication channels available at your location. Structure your messaging depending on the sale stage – pre-purchasing, purchasing, after-purchasing, analyze competitors strategy and behavior.

ImLink technologies and partnership program advantages

ImLink is a messaging service provider that supports different channels and communication tools for business. We offer a wide range of mobile solutions — SMS, Viber, WhatsApp Business API, Cascade forwarding, authorization channels and others. Detailed services’ portfolio is represented on our website and in blog articles.

We offer our partners not only expertized service, but trustful and mutually profitable partnership with the following:

• Multichannel platform for business communication
• Customizable solutions
• Flexible tariffication
• Automation tools
• Technical support
• White label partnership
• API integration with any solution
• Global interconnections network

Please, complete the form on our website to start partneship. Reach a new profit and development level with ImLink Team!

*Sources: Research and Markets, Statista