Case study: How B2B Companies achieved success with Marketing Analytics

Safalta Expert Published by: Aditi Goyal Updated Tue, 19 Dec 2023 11:19 AM IST

Highlights

B2B marketing is the practice of promoting and selling products or services to other businesses, rather than to individual consumers. B2B marketing typically involves a longer sales cycle and more complex decision-making processes, as multiple stakeholders within a business may be involved in the purchasing decision.

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B2B refers to business-to-business marketing in the context of digital marketing refers to the process of promoting products or services from one business to another using digital channels. Digital marketing has become increasingly important for B2B companies in recent years, as more and more B2B buyers use digital channels to research and make purchasing decisions. With the help of B2B analytics, you can collect the vital information necessary for your long-term success and foster perceptive insights that serve as the cornerstone of an effective business plan. Real-time analytics, AI, and automation are best utilized in a marketing analytics approach. As a result, marketing professionals now rely more than ever on data-driven marketing solutions.
Marketing analytics can help B2B companies achieve success by providing data-driven insights to inform decision-making and optimize marketing efforts.

Source: Safalta.com

When it comes to gaining knowledge about the performance of your marketing campaigns and business operations, B2B Marketing Analytics is your dependable partner. You may utilize data to inform your decisions by employing B2B marketing analytics. Using datasets, lenses, and dashboards, enables you to collect and analyze data to determine what you are doing well and where you need to make improvements. 
Finding examples of B2B firms succeeding used to be challenging, but as the channel has grown more developed, more organizations are now able to leverage different social media platforms to increase exposure and sales. A survey indicated that 64% of firms were utilizing social media as a marketing tool, so, it's likely that this percentage has only gone up since then.
 

Case study of IBM

The International Business Machines Company (IBM) manufactures and creates computers and computing technologies for business environments. In recent years, IBM has made significant progress with nanotechnology and cloud storage in an effort to become a one-stop shop for all things IT and maintain its position as the industry leader.

Using data to identify high-potential leads and focusing their marketing efforts on those prospects has helped them succeed with marketing analytics. For instance, they evaluate data from numerous sources using predictive analytics to determine which leads have the highest conversion rates. They then engage those leads and progress them along the sales funnel using targeted marketing strategies.
The IBM business has grown and is now among the most prosperous B2B organizations in existence. The valuation of IBM climbed by 18% from the previous year, making it the second most-valued B2B firm in the world in 2017. Even though its worth dropped by 6%, IBM continues to be greater than $30 million higher than UPS, the third-ranked B2B brand, after finishing in second place both in 2018 and this year.

The success and expansion of IBM's business are influenced by a variety of factors. Its outstanding customer service is, nevertheless, at the top of the list. This is especially clear in IBM's Cloud Storage offering, where the business made an investment in client-facing professionals to support various customer journey stages. Below are a few points of how IBM achieved success:
  • IBM made significant investments in thought leadership to establish itself as a preeminent expert on innovation and technology. Regularly releasing studies, whitepapers, and other thought leadership materials helped IBM gain a reputation as a reliable counsel to its clients.
  • Building a strong brand was another area of attention for IBM, which emphasized its history of technological innovation and leadership. The distinctive branding and logo of IBM contributed to the development of a strong identity that connected with its target market.
  • Partnerships: IBM formed alliances with other businesses and groups, which aided in extending its influence and offering clients more complete solutions. For instance, IBM and Salesforce collaborated to integrate IBM's artificial intelligence technologies with the CRM platform of Salesforce.
  • IBM uses a range of digital marketing strategies to sell its products and contact potential clients. These strategies included pay-per-click (PPC) advertising, content marketing, social media marketing, and search engine optimization (SEO).
  • Events and sponsorships: IBM took part in industry associations and organizations, as well as sponsoring events and conferences. These events gave IBM the chance to connect with potential clients and business partners while also helping to increase its profile in the technology sector.
Read more: 11 Powerful b2b email marketing examples
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With a reputation for innovation, knowledge, and dependability, IBM was able to become a top supplier of B2B technology solutions because of these strategies. While its alliances and comprehensive solutions helped to provide clients with the tools they needed to thrive, IBM's strong brand and thought leadership helped to set it apart from rivals. By continually putting money into its branding and marketing initiatives, IBM was able to dominate the B2B market and hold the top spot in the technology sector for many years.

 
Many B2B companies such as LinkedIn, HubSpot, etc., have achieved success by using data to inform their content strategy, identify high-potential leads, track the customer journey, and optimize their marketing efforts. By leveraging data and insights, these B2B companies can make more informed decisions about their marketing strategy and improve their chances of success. 

What is B2B marketing?

B2B marketing is the practice of promoting and selling products or services to other businesses, rather than to individual consumers. B2B marketing typically involves a longer sales cycle and more complex decision-making processes, as multiple stakeholders within a business may be involved in the purchasing decision.

What are some common B2B marketing tactics?

Some common B2B marketing tactics include content marketing, SEO, social media marketing, email marketing, PPC advertising, and events and sponsorships.

How important is thought leadership in B2B marketing?

Thought leadership is very important in B2B marketing, as it helps to establish a company as a trusted authority in its industry. By providing valuable insights and expertise, a company can build credibility and trust with potential customers, which can ultimately lead to increased sales and revenue.

How can B2B companies use digital marketing to achieve success?

B2B companies can use digital marketing to reach potential customers through a variety of channels, including search engines, social media platforms, email, and online advertising. By creating valuable content, optimizing their website for search engines, and using targeted advertising campaigns, B2B companies can attract and engage potential customers, and ultimately convert them into paying clients.

What role do partnerships play in B2B marketing?

Partnerships can be an important part of B2B marketing, as they can help companies to expand their reach and offer more comprehensive solutions to customers. By partnering with other companies, B2B firms can tap into new markets, access new technology and expertise, and offer more value to their customers.

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