DIFFERENCES BETWEEN B2B AND B2C MARKETING

Attract  Nuture  Persuade  Delight

B2B B2C
Limited Media channel No Limited
Rational Benefit Media content Emotion Benefit
Marketing team works deeply with the Marketing team works individual to create
sales team to create the profit of the Coordinate with sales the profit of the company and doesn’t
company. need the support from sales team.
Hard measuring in the short-term
Ease measuring in the short-term. Measure the results
beacause the strategies are flexible.

WHAT IS THE CONTENT IN THE B2B MARKETING

THE ELEMENTS IN THE BLOG:

- Topic and Title
1. The topic that the customer interacts
+ Your Customer Team often asks about the problem. What's the best?
+ What do they want help with?
2. Keywords
+ Research keywords that Customers will use
when searching for information on Google
+ Industry keywords
3. Specific, detailed
+ “Sneakers”
+ “05 best sports shoe brands for people jogging"
4. Long-tail keyword
+ “CRM Software”
+ “CRM software automates the care process Client"
5. The title clearly shows the purpose and value of the article
+ “Social networks”
+ “Suitable social media platform for live streaming video [15 free video templates]”
6. Other notes
+ The ideal length of the title is 60 characters
+ Place the keyword at the beginning of the title: “Data Visualization:
How to choose the right chart for your data”
- Format
1. Using white space: Clear & easy to read
2. Using titles bullet points: Easily touch main points
3. Using images, videos, and tables: Decorative the writing
4. Mobile-friendly interface: Convenient for the readers
- Content
1. Introduction
+ Attractive
+ Create curiosity
+ Empathetic / understanding
+ Give some interesting evidence/data
2. Body
+ Valuable content that answers customer’s questions, providing the knowledge they are looking
for
+ Provide many insights about the industry
+ Repeat keywords
3. Conclusion
+ Summary
+ Call to action (CTA)
+ Link with links to other related articles
Write articles one way ‘‘CONSISTENCY & FREQUENT, QUALITY OVER NUMBERS
QUANTITY’’

THE ELEMENTS IN THE YOUTUBE HUB:

Youtube: is a communication channel for businesses to share relevant content and
information related to businesses as well as industries and fields they are operating in in video
format to Potential Customers.

HOW TO EXPAND THE YOUTUBE?

- Focusing search/ SEO
1. Content: The highest-rated content types on Youtube
+ Solving one problem
2. Keyword
+ Use the Google search bar to get more keyword ideas
+ Use long-tail keywords to be more specific and reduce competition like general keywords:
“Youtube SEO tips” instead of “Youtube SEO”
+ Place keywords strategically
+ Fits into titles, descriptions, or tags (but don't overuse it so YouTube considers it spam)
- Contacting with viewers
1. Use settings to
a. Add personal accounts to help businesses check and browse the community page
b. Approve users so their comments are automated display
c. Hide users directly from video comments.
d. Block specific words with negative content
e. Block posts with links and hashtags (#)
f. Automatically flag messages that are at risk of being problematic or negative
2. Use the Community Tabs to ask questions, make announcements, and advertise your
products and services
- Applying the tips to attract views and subscribes
+ Interacting with people by asking them to Subscribe, like, or give comments,...
+ Making long videos, better quality content
+ Making friends, relative people, and colleagues subscribes your channels
+ Embedding your video into other places like websites, Blogs, Facebook, Zalo,...

COMPANY PROFILE:
- A company profile is a professional summary of the business and its activities.
- An opportunity to impress and increase trust
- Channels for displaying Company Profile.
+ Website
+ Small book
+ Linkedin
+ Facebook
+ Newspaper

WHAT TO INCLUDE IN THE COMPANY PROFILE

- The business details
+ Company name
+ Address
+ Phone & URL
+ Email Address
- The company basics
+ Position your company with its mission and/or vision  tell the story that reflects your core
values
+ Description of products or services  USP, solutions
+ Core team details
- The highlights
+ Awards/ Certifications
+ Special program & projects
+ Testimonials
+ Client portfolio
05 TIPS FOR A POWERFUL COMPANY INTRODUCTION
1. End with a call to action
2. Most up to date
3. Less is more – clear, concise, and correct
4. Impressive starts
5. Choose your feature clients & testimonials wisely

Case study: is a method that uses theory to research and analyze existing real situations. In B2B
Marketing, the case study will depend on the success that the business brings back to the
customer including: The problem is solved, the solution brought to the customer, and the
conclusion
results achieved.

STEPS TO PREPARE THE CASE STUDY

- Choosing the suitable case
+ Exploring the customer’s demands
+ Choose the customer’s success story
- Building the framework for the case study
+ Problem
+ Solution
+ Results
+ Customer Quote
- Collecting the data
+ Interview
+ Observation
+ Analysis data
- Creating content
+ Relatable
+ Transformational
+ Attainable
SQL Generation Campaign: is the process by which leads are researched and evaluated first
by the Marketing department and then by the Sales department. From there, the Sales department
will have its own plans to convince SQL to help increase successful conversion rates from
potential customers to buyers.

- Advertising case study

+ Video
+ Website
+ Thorough research tools and UX
+ Sharing by social media

TIPS TO MAKE YOUR CASE STUDY AMAZING

+ Tell a story
+ Make the title intriguing
+ Keep it simple
+ The client is the star
+ Make it visually appealing
+ Include the client’s participation
+ Give credit where it’s due
+ Focus on valuable results

SALES PRESENTATION VIDEO

The sales presentation video is short. It describes your products or services.
WHY
1. Explain complex concepts and make them simpler for customers
2. Your product or service becomes more prominent and impressive
3. Customers have a more vivid and intuitive perspective on your product or service
4. Increase customer engagement because watching videos takes less effort
5. Lead customers further on their "buyer journey".
WHEN
- When you need to give an overview regarding the company or product your product
- When you need to go deeper into a specific edge of the product
- Comparing our POP and POD products with competitors

HOW TO HAVE VIDEO BETTER?

1. Starting a video with clear and specific
2. Helping the customer know the lecturer and creating familiarity, closeness, and belief.
3. Applying story-telling
4. Don’t read scripts
5. Sharing website/documents/helpful tools in video
6. Putting the slide presentation in the video to watch directly
7. Ending video with the clear CTA

WHITEPAPERS
A White Paper is a report or guidance issued by a competent authority or reputable unit to help
readers understand a problem, solve a problem, or make a decision. White paper captured from
the government but today is very commonly used by the business-to-business (B2B) marketing
industry.
The whitepaper is not a promotional article calling for purchases. The main purpose of the
whitepaper is to communicate information and persuade based on evidence and facts, not to
convince customers to buy your product immediately.

WHY WE NEED TO USE WHITEPAPER?

- Whitepaper is a valuable source of documents for customers, helping to build credibility and
trust effectively
- When customers download the Whitepaper, they will leave an email, which is an opportunity
for us to reach potential leads

HOW TO WRITE A WHITEPAPER

1. Identify customer pain: Create a real need to read your whitepaper. Should start by creating a
buyer persona.
2. Research information: Provide information that readers cannot find or synthesize elsewhere.
Suggestion: self-survey or build specific case studies.
3. Make an outline: To organize ideas more logically and clearly
4. Use lots of images and graphs: Makes the content more vivid and easier to understand
5. Ask for feedback: Feedback from experts/experienced people will improve the whitepaper
6. Invest more in design and format: Add professionalism to the whitepaper

HOW TO BUILD THE BEST CASE STUDY FOR THE COMPANY

Case study: is a method that uses theory to research and analyze existing real situations. In B2B
Marketing, the case study will depend on the success that the business brings back to the
customer including: The problem is solved, the solution brought to the customer, and the
conclusion
results achieved.

STEPS TO PREPARE THE CASE STUDY

- Choosing the suitable case
+ Exploring the customer’s demands
+ Choose the customer’s success story
- Building the framework for the case study
+ Problem
+ Solution
+ Results
+ Customer Quote
- Collecting the data
+ Interview
+ Observation
+ Analysis data
- Creating content
+ Relatable
+ Transformational
+ Attainable

SQL Generation Campaign: is the process by which leads are researched and evaluated first
by the Marketing department and then by the Sales department. From there, the Sales department
will have its own plans to convince SQL to help increase successful conversion rates from
potential customers to buyers.

- Advertising case study

+ Video
+ Website
+ Thorough research tools and UX
+ Sharing by social media

TIPS TO MAKE YOUR CASE STUDY AMAZING

+ Tell a story
+ Make the title intriguing
+ Keep it simple
+ The client is the star
+ Make it visually appealing
+ Include the client’s participation
+ Give credit where it’s due
+ Focus on valuable results

WHAT ARE THE MAIN COMPONENTS OF A B2B WEBSITE?

CUSTOMER JOURNEY
MARKETING STRATEGY
ACCOUNT-BASED MARKETING
WHAT IS ABM?
“ABM is a strategy that directs marketing resources toward attracting a specific group of target
accounts.”
“A centralized approach to B2B marketing in which marketing and sales teams work together to
Target the most relevant accounts and convert them into customers.”
Personalization at the account level
Marketing to existing customer accounts to encourage upselling and cross-selling is one of the
keys to getting the most value from your largest accounts.

WHY
Win-Win solution
Sales: can better personalize their outreach, nurturing with relevant messages to speed up the
process
sales, and higher closing rates.
Marketing: A deeper understanding of the company's target audience, more revenue.
Customer: Personalized interaction.
Cross-sell and up-sell
Higher revenue in a shorter time frame
Shorter sales cycle
Less resource wastage
Expand your business through account relationships
Win-win solution:
sales: can personalize reach

HOW
Instead of casting a wide net with their lead generation efforts, marketers using ABM work
closely with sales to identify key leads and then tailor programs. Present custom messages to
buying groups in target accounts.
● Focus on relationships in the highest opportunity, highest value accounts
● Communicate clearly with sales reps and marketers throughout the execution of the buyer's
strategy.

DEVELOPING AN ABM STRATEGY

1. Identify high-value accounts (a strong fit for your company, enjoy
succeed with the solutions you set, and deliver the most long-term value) > Lead points for
accounts.
2. Map individuals (key parties involved) to accounts
3. Identify and create a targeted strategy (tailoring your messaging and content to the interests,
needs, and challenges of each account and key stakeholders.
4. Identify optimal channels (which channels they use the most to research trends and solutions)
5. Develop a strategy playbook
6. Execute your campaigns
7. Measurement and optimization[
DESIGNING A CONTENT PLAN

1. Problem definition phase: Events, eBooks, Blog posts, targeted ads, webinars, 3rd party news
& media sites, infographics, podcasts, Social media posts, surveys, quizzes,...
2. Solution discovery phase: Analyst/industry expert reports, case studies, field events, video
testimonials, white papers, email marketing.
3. Requirements building phase: Demo, seminar, product video
4. Vendor selection stage: case study, business review, free trial offer, ROI calculator
5. Validation and consensus generation phase: face-to-face meetings, online meetings, direct
mail
6. Reception phase: online instructions, workshops, implementation instructions
7. Upsell phase: Product webinars, case studies, testimonials
8. Advocacy phase - Special previews, early access to products/features
new ability.

BUILDING AN ABM TEAM

1. Head of marketing department
2. Integrated calendar manager
3. Webinar/Content Manager
4. Digital Marketing Director
5. Field marketer
6. Marketing activities
7. Sales/BDRs

REQUIRED TECH FOR ACCOUNT-BASED MARKETING

1. CRM
2. Marketing automation platform
3. CMS
4. ABM content promotion tools
5. Social media