Want to learn the ideas in B2B better than ever? Read the world’s #1 book summary of B2B by Etienne Garbugli here.
Read a brief 1-Page Summary or watch video summaries curated by our expert team. Note: this book guide is not affiliated with or endorsed by the publisher or author, and we always encourage you to purchase and read the full book.
Video Summaries of B2B
We’ve scoured the Internet for the very best videos on B2B, from high-quality videos summaries to interviews or commentary by Etienne Garbugli.
1-Page Summary of B2B
Businesses are increasingly using social platforms to connect with their customers. In addition to LinkedIn and Xing, businesses are also looking at Facebook and Twitter as potential marketing tools. Business networks allow companies to target specific users based on their interests. For example, a financial technology consultant could use LinkedIn’s advertising platform to reach out specifically to people who have indicated that they’re interested in finance and online banking in their profile information. You can select from more than 200 different business categories when creating an ad for LinkedIn.
The reach of LinkedIn is impressive. It has 610 million users, of which 13 million are from the DACH region. The software company Paessler AG first used sponsored content, in the form of blog posts and videos, to raise awareness about its brand. Six months later it launched new initiatives to gain leads using a combination of sponsored content and contact forms. With this approach, click-through rates for free software tests increased by 78 percent while costs per lead dropped by 75 percent.
When it comes to business-to-business (B2B) marketing, the decision cycles are longer than in consumer businesses. Therefore, your campaigns should be longer and more comprehensive than with B2C marketing. A landing page with information about your product is a good idea. You can also use videos to explain difficult products or services, build your brand in an authentic way or find new employees. LinkedIn, Xing, Twitter and YouTube are all great platforms for showing videos like these. Krones AG even has its own channel on YouTube that has over 11 000 subscribers as of this writing. However, you only need one video if you want to do occasional advertising on social media sites like Facebook and Instagram.
Google Ads are part of the B2B marketing mix. From data about user search behavior, you can learn what they’re interested in. In addition to targeted ads on Google, you can make your entire website focus on certain keywords, ideally organic ones. Marketing and sales should definitely work together. The salespeople can specify who will be the target audience for a campaign and then spread content through their networks and comment on it.
