There’s no way around the fact that every B2B company that wants to be successful needs to do some well-planned marketing activities that will help it connect with its target audience on a personal level and get people interested in the company’s services, products, and brand.
Field marketing can do that for you. By implementing the right field marketing techniques that complement their sales objectives, B2B companies can raise brand awareness, get high-quality sales leads, and eventually boost sales and increase revenue.
This article will focus on the three field marketing techniques you should use to get more B2B clients for your business. But first, let’s look at what field marketing means for B2B companies and how it’s crucial in today’s business landscape.
What Is Field Marketing For B2B Businesses?
Field marketing is experimental marketing used to generate genuine interest in a company’s products, services, and brand. Okay, but what is it? At first, some may think of field marketing as a bit more than event planning in a particular geographical location or “field.” Others see it as a sales support function.
Nevertheless, companies are finally beginning to see field marketing for the complete package it really is and how it affects everything—the sales, revenue, and brand-building function. Put differently, no matter how you define it, field marketing is essential to a brand’s ability to connect with, educate, and finally, convert current and future customers.
With the U.S. corporate event market size predicted to reach $510 billion by 2030, field marketing is an area your business can’t afford to overlook anymore. Here are three field marketing techniques that you should consider implementing into your comprehensive company marketing strategy:
B2B Field Marketing Techniques You Should Consider Exploring And Implementing
1. Virtual Field Marketing
As a direct result of the most recent technological advancements and the pandemic constraints, B2B events have dramatically shifted from being held primarily in-person to online.
As a result, some of the most excellent techniques to connect with other companies on a more personal level is providing them with a fantastic field marketing experience, which aside from webinars, can also include:
- Different types of workshops. With a workshop, you can invite subject-matter specialists from your company to assist attendees in finding and implementing solutions to their challenging issues.
- Live stream shows. To liven up your virtual field marketing event, you can, for example, hire a comedian to make a lasting impression on your attendees before you get down to educating them on the subject matter.
- Playing virtual games. Taking part in fun trivia sessions and escape rooms can enable participants to collaborate and accomplish a shared objective. This can help you forge a closer relationship with your attendees and develop a sense of trust and belonging.
To achieve the best results, keep your virtual field marketing activities brief. In fact, 70% of virtual event attendees report that an event should be just an hour or less, with 66% of respondents claiming they’re discouraged from registering for an event if it lasts longer than an hour.
2. Share Successful Customer Stories
In the B2B business environment, your delighted clients are your most valuable asset in creating new business leads and opportunities. When an existing client recommends your business, it has a significantly greater impact than when you do it yourself.
In the B2B environment, potential clients are interested to know how your business can add value to their line of work. For that reason, if you provide something that adds value to your clients, get your satisfied clients to write a success story to share in the B2B markets.
Working with your sales team is one way to get successful customer stories. For example, you can ask them to negotiate to include a testimonial, customer review, or success story when closing a deal in exchange for a slight discount on the contract value.
Once you have some customer stories, don’t restrict yourself to posting them only on your website. Instead, try to get your clients to speak at events about their experience with your business, or ask them to write a post on their LinkedIn profile and tag your company in the text.
3. Joint Field Marketing With Partners
In the field marketing segment, you always need to think about scalability. For that reason, many B2B companies decide to collaborate with other companies and share their common goal to generate as much business as possible for both parties. The benefits that you can gain by collaborating in field marketing with partners include the following:
- You can use each other’s expertise to improve customer messaging
- You can use each other’s databases and resources
- You will both be able to do more campaigns and events together.
For the sake of this article, let’s assume that your budget is $30.000. You can spend this budget on PR, campaigns, events, guerilla marketing stunts, etc. Nevertheless, if you decide to work with business partners, you can stretch this budget further and do joint campaigns.
This way, you will split the costs of your activities and effectively increase your local marketing budget. Instead of organizing a single event, you can arrange two for the exact cost.
Final Words
In the B2B world, nothing really compares to the value of face-to-face communication, whether it takes place offline or online. For that reason, embracing the proper field marketing techniques is essential to ensure your company’s constant visibility and presence in front of the eyes of prospective clients.