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B2B marketer (B2B marketeer)
Information on this skill...
A B2B marketer in his position in a company is engaged in the sale of products or services to other companies. It is a profession that takes place in the business market between companies. The most important activities of a B2B marketer consist of generating leads at other companies. The focus is mainly on the ROI or return on investment. In addition, attention is focused on entering into and maintaining business relationships. In the business industry of a B2B marketer, the target market is fairly limited, but the total order value is large. One job of the B2B marketer is to ensure promotion of his company's products or services. It is therefore important to advertise in order to get attention. The target group is of course dependent on the industry in which the B2B marketer works. A B2B employee is also involved in networking within the sector to bring in leads for the company. It is important to know that a B2B marketer is specifically focused on lead generation from business-to-business. There is therefore no question of selling products or services aimed at consumers. In addition to the lead generation, maintaining business contacts creates more opportunities for the B2B marketer. One of the activities is to realize upselling with existing business customers. In addition to the executive task, the B2B marketer also has other activities to perform. For example, analyzing data and measuring the results. Furthermore, personal customer contact plays an important role in this time of B2B marketing. The focus has shifted to H2H or Human-to-Human contact.
A B2B marketer carries out the profession of marketer, but specifically focused on the business-to-business side. In that respect, there are all kinds of marketers to distinguish, such as online marketer just like a lead generator or affiliate marketer. There are all kinds of ways and means for the B2B marketer to increase visibility or to generate leads. The online visibility can be increased by guest blogging on other websites. In that context, the work of an SEO specialist, web analyst and copywriter also play a role. The B2B marketer can act as a guest blogger himself or have it done. When generating more leads, the B2B marketer can apply affiliate marketing and then in the context of marketing aimed at entrepreneurs. Advertising aimed at entrepreneurs cannot be compared to advertising for consumers. One of the powerful tools available to a B2B marketer is corporate storytelling. That is a way of advertising, in which you make a connection between the experience and the system world. A presentation of figures and diagrams from a data analyst makes more of an impression if you link a story to it. There are many more resources that a B2B marketer uses to achieve the goal. For example, by networking at trade fairs and seminars. Furthermore, there are instruments such as direct marketing, e-mail marketing and content marketing that can be used. Search engine marketing is also part of B2B marketing just like social media marketing and inbound marketing. Obviously, a B2B marketer must also have knowledge of conversion optimization.
DIFFERENCE BETWEEN B2B MARKETING AND B2C MARKETING
There is a clear distinction to be made between B2B marketing and B2C marketing. A B2B marketer focuses on business-to-business sales and a B2C focuses on sales to consumers. In the business sector, the B2B marketer focuses on small and medium-sized businesses, wholesalers and other entrepreneurs. There is clearly no question of a sale aimed at consumers. The way of approach is therefore different. For example, a B2C marketer uses influencers to bring a product to the attention. A B2B marketer doesn't do that. Incidentally, there are of course also similarities, because everything revolves around a successful sale. Nevertheless, there are several differences to be recognized. For example, a B2B marketer has to deal with a large number of parties when it comes to decisions for sales. With a B2C marketer, this is usually limited to one or two people. In business-to-business marketing, there is a so-called Decision Making Unit (DMU). Various roles can be fulfilled in this, such as the purchaser, user, initiator and decision maker. When it comes to the use of social media, a B2B marketer is more likely to choose LinkedIn and B2C marketer for Instagram and Facebook. With regard to information and advice, a consumer usually searches for this online. If it concerns larger purchases, the consumer receives personal advice from, for example, a seller. In business-to-business sales, there is usually an account manager involved as a commercial employee with an advisory role around sales.
ONLINE MARKETING
Within B2B marketing, online marketing plays an important role. B2B marketers therefore mainly focus on the online market. The customer journey, focus and realized sales usually play an important role in this. B2B marketing is in most cases a part of the marketing department. Marketers work under the marketing manager. It's the marketers who try to approach potential leads. The intention is to convert potential customers into business relations.
TASKS OF A B2B MARKETER:
- Develop a marketing plan
- Create marketing campaigns
- Market research
- Writing texts
- Visit trade fairs
- Developing expressions (online and offline)
- Maintaining contacts
- Cooperate
- Lead generation
- Managing online channels
WHAT DOES A B2B MARKETER DO:
TRAINING TO BECOME A B2B MARKETER
There are various courses to follow to practice the profession of B2B marketer. It depends on the sector and the range of tasks which training requirements an employer sets. Usually, preference is given to employees who have followed a college education or wo with a preference in the direction of marketing. The hbo degree in commercial economics is an excellent education to work as a B2B marketer. More specific courses can also be followed, such as Nima-A and Nima-B. These courses are aimed at a combination of marketing, communication and sales. Accounting is also important as an independent B2B marketer.
COMPANIES WHERE A B2B MARKETER CAN BE EMPLOYED
A B2B marketer can be deployed in all kinds of industries and can be employed by a company or be active as an independent entrepreneur. It is mainly large companies where B2B marketers fulfill a function. For example, with manufacturers, where the job of the B2B marketer is to sell to wholesalers. However, a B2B marketer can also work at a wholesaler to sell products to companies. For example, to holders of webshops or physical stores. In the field of services, a B2B marketer can also work for all kinds of companies. Some examples of this are banks as well as insurance companies. The profession of B2B marketer can therefore be called versatile and represented in almost all branches. It is also possible that a marketer at a sports club focuses on business-to-business sales. A completely different industry is healthcare marketing, where a B2B marketer works in healthcare.
COMPETENCES B2B MARKETER
A B2B marketer fulfills a commercial profession and in that it is important to have a commercial attitude. Furthermore, it is important to be able to negotiate in order to reach an agreement that both parties are satisfied with. Networking is an essential part of the B2B marketer profession. It is therefore important to have a proactive attitude and to be strong in communication. In order to be successful as a B2B marketer, it is also of great importance to work effectively and efficiently. It is also important that the B2B marketer plays a role in the field of visibility and can act as a calling card of the company. Creativity and ambition can be added to the list of competencies. It is also important that the B2B marketer can both work independently and work together with all kinds of parties.
LABOUR MARKET PERSPECTIVE AND CAREER OPPORTUNITIES AS A B2B MARKETER
A B2B marketer has excellent prospects on the labor market. There will always be companies that supply companies. Manufacturers and wholesalers are represented in all kinds of industries. Of course, economic conditions do play a role when it comes to the labour market perspective. There are sectors in which things get worse when the economy shows a decline. On the other hand, there are also branches in which the demand for products or services increases. A B2B employee who is widely deployable always has a favorable labor market perspective. As a B2B marketer, there are of course also career opportunities to achieve further ambitions. For example, by growing in a management position, such as the position of marketing manager.
TERMS OF EMPLOYMENT AND SALARY B2B MARKETER
The salary of a B2B marketer is sector dependent and on the collective labour agreement that may apply in that case. For example, as a B2B marketer it is possible to earn a salary between 3,000 euros and 3,600 euros. However, there are also jobs as a B2B marketer where the salary is between 2,500 euros and 3,000 euros. In that respect, in addition to the possible collective labour agreement, the salary depends on various factors. For example, of the heaviness of the job, because one function requires more tasks and knowledge than another function. The experience gained as a B2B marketer also plays a role in the salary determination. Of course, the training can also be linked to this. The secondary employment conditions relate to all kinds of matters, ranging from a travel allowance to being allowed to follow courses. When entering employment as a B2B marketer, it is always advisable to negotiate the salary and employment conditions. This also comes across as powerful as the negotiation skills are part of the competencies of a B2B marketer.
The content on this page has been automatically translated from the Dutch language. For this reason, texts and videos on this page may contain small errors.
Lesen Sie diese Informationen auf B2B Vermarkter auf Deutsch.
Lea esta información sobre Comercializador B2B en español.
Lees deze informatie over B2B marketeer in het Nederlands.
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