Most of your customers will be businesses, and since you’re a business, you’re marketing from one business to another, or Business to Business, which has come to be abbreviated B2B. So for your MSP company, B2B marketing will characterize the majority of your outreach tactics.
Five Levels of the B2B Customer’s Journey
Traditional B2C outreach will incorporate three levels to the buyer’s journey: awareness, consideration, and conversion. Well, a version of each exists for B2B outreach as well, but there are two extras which also need to be taken into account. Here we’ll explore all five briefly:
1. Awareness of Your Brand
Awareness is what it sounds like, but sometimes you’ve really got to get a business customer’s attention. A good way to do this is to find the pain points of target customers and show how your specific solutions help to assuage those pain points. Different methods will be more or less successful, so consultation through marketing groups serving MSPs is wise.
2. Consideration of Your Specific Brand
It’s important with business customers that you clearly differentiate your brand from competitors. What makes your brand unique enough that a prospective customer should choose what you do over the competition? Make that information very clear.
3. Determining Preferences As Regards Specific Brands
Your MSP company will also be well-suited in determining what specific customer preferences are when it comes to tech solutions. When you know their preferences, it’s integral to assure your brand measures up.
4. Making a Purchase Decision and Watching How That Goes
Once you’ve made them aware and they’ve considered what you do, they’ll be able to tell if your brand matches their preference. At this point, business customers make a purchase decision. That’s “conversion”. Unlike with B2C customers, they may dump you if what you do doesn’t match how it was advertised, so it’s integral to deliver on any and all promises made earlier in the sales process.
5. Remaining Loyal to a Particular Brand Over the Long-Term
Brand loyalty tends to be greater among B2B customers, as there’s greater benefit in long-term relationships with varying service vendors among such demographics than there is among traditional consumers.
Balanced B2B Outreach from Strategic Customer Sales Journey Design
When your MSP company has a B2B focus, you’re more likely to effectively communicate your brand superiority to target business customers. To that end, a five-fold approach over a three-fold approach as with traditional B2C outreach is recommendable for MSPs. This includes the traditional awareness and consideration stages, but for business clients, additionally, it’s important to market toward customer preferences. Also, provide data to help them make a clear purchase decision that facilitates long-term brand loyalty.