About this article

Read time:

4 minutes

Category:

B2B Marketing

B2B marketing: Five essential services your business should be looking at

The most effective B2B marketing campaign is one that considers a holistic approach. In this article, we show you five B2B essential PR and marketing services every business should consider to bolster customer engagement and improve marketing and business performance. Overall, great B2B marketing services can be summarised in one sentence: offering appealing content to the right audience through the most effective platforms.

Five B2B essential marketing services to boost your business performance:

1.       Strategy and storytelling: yes, it’s true, no plan is a plan for disaster 

For a good strategy, you’ll need the right mix of content through the right mix of platforms. That involves developing a successful communications strategy that clearly defines your goals, messages, and supports your business objectives. Don’t be afraid to push boundaries; create engaging and thought-provoking narratives that enhance your relevance and resonate with your customers. Also, don’t forget to take into consideration your customers’ pain points, and plan everything you do according to your client’s needs and interests.

2.       PR and influencer relations: it’s all about nurturing relationships

Yes, we’re living in a digital century, but good marketing is still about fostering relationships. Although the pandemic moved most interactions from face-to-face to a digital landscape, you still need to nurture your PR strategies and media relations to either build awareness or enhance reputation and tackle issues related to specific targets. With lockdowns and social distance rules seemingly overcome – fingers crossed, now is the ideal time to gain the perfect balance by combining both digital and physical marketing. As our B2B relationships report recently highlights, no matter what phase of the relationship you are in with your client – on the rocks or on the shelf, relationships still matter. Customers are where relationships are most important. In a nutshell: get human interaction back into your business.

3.       Content creation: content is still the King

Appealing content that helps your business stand out from the crowd is fundamental in a successful marketing and PR strategy. In a digital landscape flooded with content, you need to craft compelling stories that add value and leverage brand awareness. Whatever content you create, make sure it stays relevant and valuable to your audience – and remember: people don’t want to be sold to, they want to be helped. Even in a B2B environment, content should not be boring; it must be engaging and even entertaining. So, enhance your stories with attractive visual assets such as infographics, videos, and animations. They’ll boost your customer engagement.

4.       Digital and inbound marketing: the heart of your strategy

There’s a serious discussion out there about what percentage of the buyer’s journey is now digital. Regardless to whether half or 70% of your client’s journey is currently taking place in a digital environment, what is certain is that B2B customers have increasingly embraced the digital landscape to acknowledge brands, compare and evaluate alternatives, and make their final decision. In this environment, connecting with your customers through meaningful content and tailored experiences is a must. So, keep your website up and running in terms of layout and usability, enhance your SEO capabilities – Google will reward you, and don’t be afraid of making the most of key social media platforms such as Facebook, LinkedIn, and TikTok – yes, you should be experimenting on TikTok as well. Even in B2B, brands are expected to have a strong presence on social media. Think about it: if your clients can’t find you on social platforms – and evaluate your post and other people’s comments about you, they won’t trust in your business.

5.        Integrated campaigns: get all your channels working smoothly

The key to being relevant in a crowded landscape is to be consistent with your brand promise. For this you need to get the best value from all your marketing activities. An integrated approach will let you connect with your customers through different channels and platforms and allow you to engage with them in different phases of the customer’s journey. Avoid thinking in a ‘stand-alone’ activity or platform. On the contrary, always think about joining all the dots with an in-sync approach. A consistent message through a variety of channels, coupled with valuable content is the best way to achieve success. Overall, customers remain loyal to brands that communicate consistently and coherently.

Taking into consideration these five essential B2B marketing services will boost your customer engagement, which will enhance your reputation and overall business performance. At Skout, we can help you develop these services, because we understand how B2B marketing and communications work. We have well-rounded experience delivering exceptional marketing and PR services for our clients. So, if you need assistance in achieving the brightest results and improving marketing and business performance in a B2B landscape, contact us. Our agency services support the whole relationships cycle and are designed to connect you with the specific B2B audiences you need to influence.

About this article

Read time:

4 minutes

Category:

B2B Marketing

B2B thought leadership PR – everything you need to know

Meet Skout’s new owners!

Browse more blog posts

Posted on
byRob Skinner
In B2B PR, thought leadership is one of those concepts that gets spoken about all the time. But do you actually know what thought leadership is? And do you have the right tools and skills in place to make it work effectively for you? In this post we aim to clarify what B2B thought leadership can do and help you gain greater benefit from it.
Posted on
bySkout team
If you haven’t heard by now, Skout is under new ownership! No, we haven’t been bought out – in fact it’s quite the opposite. As of last week, Skout officially became an employee-owned business. This was achieved by the founding shareholders, Rob and Claire, signing 100% ownership over to a newly established Employee Ownership Trust acting on behalf of the...
Posted on
byClaire Lamb
A few weeks ago, the entire Skout team visited the beautiful and historic city of Palma, Majorca for our annual kick off event. It’s been a long time in the planning (pre-pandemic to be precise) and the first time we’ve been abroad for a kick off to the new financial year. We’ve always found kick off meetings a great way...
Posted on
byHonor Williamson
TikTok is increasingly being used as a platform for B2B companies to implement their marketing strategy, aiding in brand exposure, lead generation and profile building. But, where does paid TikTok advertising come into play? Is it an effective tool to engage with B2B audiences, or is the ROI just not worth it?  If you’re the least bit social media savvy,...
Posted on
byClaire James
In May I was fortunate to be able to attend the recent UK Construction Week at Excel in London and see the strides forward an industry, that has become recognised as one of the biggest contributors to carbon emissions, is making in tackling the thorny issue of achieving Net Zero. In his keynote on day one, Lord Callanan, Under Secretary...
Posted on
byJames Weaver
In the world of B2B marketing, it is essential that you have a solid B2B marketing strategy in place to effectively connect with your target audience.
Posted on
byHonor Williamson
Why was PR your chosen career?  PR is all about storytelling, with so much opportunity for creativity and content creation. Since I’ve always loved writing and always had a big imagination, I thought that PR would be the ideal career to channel my creativity. I’m all about communication, and PR really allows you to foster meaningful relationships. I’m already learning...
Posted on
byJack Doyle
As a smaller business, it can be hard to know where to start when it comes to sustainability. Sure, we all do our best to use the right recycling bin at home, and bring our re-usable coffee cups to work. But with serious pressures now mounting from the government – which pledged to reach net-zero carbon emissions by 2050 –...
Posted on
byLee Simpson
Another week, another round of mass layoffs in the tech sector. With Amazon (AWS) and Meta cutting thousands of jobs, and further layoffs at Salesforce and of course Twitter, it has felt a bit like the tech world has been imploding of late. This is of course concerning for us working in B2B tech PR, but more importantly for the...
Posted on
byJack Doyle
2023 is off to a strong start here at Skout.  Our business has continued to grow with the addition of some exciting new clients. With new clients, has come new hires, who we’ve also been excited to welcome on board the team. And if our recent win for Best Marketing and PR Consultancy at the PR Brilliance Awards is anything...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.