In this tutorial John Jantsh talks about creating a growth system for a B2B business. He discusses the importance of channel selection as a B2B. Within the customer journey, B2B's do more handholding and guiding. Use content to drive the customer journey. Content should bring awareness, trust, education, conversion, and referrals. Use brand authority to win and guide the customer through the buying journey.
- Let's talk a little bit about building…a growth system for a B to B business.…If you are a business to business marketer,…you are a business that sells to a businesses,…then it's likely that there are some different ideas,…different channels, different tactics that you're…going to use to build your growth system.…First and foremost, and you've probably…discovered this already it's primarily about…channel selection.…There are certain channels that are going to be more…potent for B2B.…
Business buyers, business prospects hang out…in certain places where they might not hang out…if you were trying to get that mom who is going…to invest in some new toy that you were selling.…So, it's important that you choose the right channels…but then also understand what's important…inside of those channels.…So, for example, if we're going to talk about…the channel of social media,…there's no question that LinkedIn is…a great channel for B2B buyers.…
That's where people go to do business,…to network, to learn about opportunities that are there.…
- What is a growth system?
- Testing new channels and tactics
- Measuring results
- Avoiding pitfalls
- Using best practices for B2B and B2C marketing