Effective marketing is crucial in the B2B segment, but how to ensure it is truly tailored to customer needs?
To make your brand recognizable and memorable so that customers think of you when they need your product or service, you primarily need to make yourself known, build relationships and brand awareness, set a targeted strategy, and evaluate activities.
Digital Presence: Outdated Websites and Their Consequencesy
Many B2B companies, especially wholesalers, still underestimate the importance of a modern website. Outdated sites (or their complete absence) mean potential customers struggle to find information about products or services. If the site is outdated, not optimized for mobile devices, or loads slowly, you lose potential customers. According to Neil Patel's statistics, up to 40% of people leave a website if it takes longer than 3 seconds to load. And you can easily lose dozens of clients every day this way.
Invest in website optimization, clear navigation, current content, and online catalogues. Consider platforms for online orders that simplify the purchasing process for your buyers—add features like product filtering by categories, prices, or availability, or a calculator and price comparison tool to help increase traffic and conversions.
What challenges d companies face in the B2B segment in terms of marketing? Take a look at the most common ones with us and discover proven solutions.
Limited Market and High Competition: How to Stand Out Among B2B Players
Wholesalers operate in a specific B2B market where the number of potential customers is limited, while competition is often high. Customers prefer lower prices, and this pressure leads to margin reductions or price wars. Customers often choose your competition because they have no clear motivation to choose you.
Ask yourself how your wholesale business differs from the competition, and what makes it unique.
Based on that, define unique selling propositions (USP)—for example, faster distribution, an exclusive range of products, or exceptional technical support. Your marketing communication should be based on these advantages instead of using general slogans like "best on the market."
A different approach to content creation can also distinguish you from the competition; focus, for example, on content marketing or video tutorials where you demonstrate the practical use of the products you offer.
Example of our client
A wholesale company selling SIEMENS brand electric motors
Market segmentation and targeting the right audience
Targeting the right audience is one of the biggest challenges for wholesalers. Without quality market segmentation, marketing communication may be ineffective and reach customers who are not interested in the products or services. You can segment customers according to various criteria:
- By customer size: Small businesses may need smaller volumes, while large chains are looking for larger deliveries at better prices.
- By geographical location: Local customers prefer quick deliveries, while those further away may appreciate convenient transportation packages.
- By frequency of orders: Differentiate between regular customers and those who order seasonally.
Based on segmentation, tailor content and offers, personalize communication—offer regular customers discounts, while convincing new ones with introductory prices or free shipping.
Building long-term relationships: The key to sustainability
In the B2B segment, relationships with customers are the foundation of success.
Wholesalers must effectively manage their relationships—whether it's providing personalized services, regular communication, or adhering to agreed timelines. Utilizing technologies such as CRM systems is particularly important.
Implementing a CRM system allows you to collect and manage all data about customers in one place, whether it's order history, preferences, or specific requirements, based on which you can create personalized offers, discounts, and campaigns.
If you are, for example, a wholesaler supplying goods to restaurants, a CRM system can notify you of an upcoming regular order date, allowing you to contact the customer with a personalized offer or discount, thereby increasing the likelihood of an order and strengthening the relationship with the client. It is much cheaper and more efficient to retain an existing customer than to acquire a new one.
Try, for example:
Loyalty programs
Reward your customers for regular purchases. This will support loyalty, increase purchase frequency, improve long-term relationships, and, last but not least, provide you with a competitive advantage. Offer, for example, a points system where customers can collect points for purchases and exchange them for attractive rewards (e.g., gifts, discounts on the next purchase). A great option is also exclusive benefits, where the customer can have access to special offers, priority deliveries, or exclusive products.
Bulk discounts
Motivate customers to buy in larger quantities for better prices.
Seasonal discounts
Offer customers special prices for purchases during the season.
Investing in the wrong marketing channels
Many B2B companies invest in marketing channels that do not deliver the expected results because they do not know their customers' behaviour. However, choosing the right channel is key to effective communication and building relationships with potential and existing customers.
Relying on a single channel rarely delivers maximum efficiency.
Use email marketing, for instance, to send personalized campaigns that refer to content published on LinkedIn or in blogs. Target LinkedIn ads to segments that have already visited your website or responded to previous emails. Regularly analyse the performance of individual channels and optimize them according to the behaviour of the target group.
Data utilization: Don't do blind marketing
In the B2B market, available data is the key to success. Nevertheless, many wholesalers do not utilize analytical tools that would enable them to better understand customer behaviour.
Implement tools like Google Analytics, which will show you how much time customers spend on your pages, what products interest them the most, or the point where they leave during the ordering process. These insights allow you to optimize marketing campaigns, websites, and improve the overall customer experience.
An example of one type of data segmentation
Practical example: Our client, where we deal with market segmentation for proper targeting of their marketing campaigns.
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Marketing in the B2B segment with services from Vivantina: Discover solutions that will elevate your business to a higher level.
Successful marketing in the B2B segment requires a well-thought-out strategy and the ability to adapt flexibly to current trends and market demands.
Are you looking for a way to gain a competitive advantage and effectively reach your business partners? Vivantina offers solutions that will give your business the right boost.
Website Optimization: The Key to Success in the Digital World.
Website optimization is one of the fundamental pillars of a successful marketing strategy for the B2B segment. The basis is a clear user interface (UI) and user experience (UX). If your customer can't easily navigate the site, can’t quickly find the information they’re looking for, or encounters a confusing shopping cart, there’s a high probability they will leave the site. Therefore, choose a structured navigation, divide products into understandable categories, and add filtering options (for example, by price, availability, or specifications).
An important step is to make the website attractive not only for the customer but also for search engines. Optimize keywords – focus on terms that your customers are most likely to search for, such as "XY product suppliers", "wholesale industrial machines", "XY product catalogue”. Use these keywords strategically – in headlines, meta descriptions, URL addresses, and product descriptions. If you offer a large number of products, create a clear online catalogue that is easy to browse and search.
A well-optimized website also needs content that not only attracts visitors but also provides valuable information and builds trust. Provide customers with product sheets and technical data in an understandable and professional form. This is especially important for B2B customers, who make decisions based on professional information. Show how your products or services have helped other companies. Case studies are an excellent way to convince potential customers of the quality of your offer. Offer useful guides on the use, assembly, or maintenance of your products.
The Bazaar, a leading wholesale distribution company focused on sale items, needed to improve its visibility in search engines and increase the organic traffic to its website.
The VisualFizz agency team devised a comprehensive SEO strategy that included technical website optimization and content adaptation to the needs of search engines. A key step was conducting a SEO audit, competitive market research, and technical site cleaning, including optimizing product categories, meta tags, and URL structure. Tools like Google Analytics and Google Tag Manager were implemented to track user behaviour.
1
month after the implementation
18 %
users on the site increased
56 %
mobile traffic increased
In our agency, we focus on website optimization and properly set on-page and off-page SEO.
If you entrust these activities to us, we will help you increase sales, acquire new customers, and improve search visibility. We offer SEO audits, keyword analysis, website optimization, content creation, and results evaluation. We approach each company individually, analyse its needs, and propose a tailored procedure that we regularly optimize.
Strategic selection of marketing channels: Where do you find your customers?
Marketing is very dynamic and changes rapidly. According to HubSpot research, the most commonly used marketing channels include video marketing, especially short videos (TikTok, Reels, Youtube Shorts, etc.), influencer marketing, and search engine optimization (SEO). In addition to these channels, especially in B2B marketing, websites, blogs, email newsletters, and the most important platform, LinkedIn, are very popular.
In B2B marketing, LinkedIn is ideal for acquiring new contacts, building an expert brand image, and targeted advertising. Publish professional posts that address specific challenges your customers face. For example, case studies, tips for process optimization, or successful implementations of your products. Use targeted advertising on industries, specific job positions (e.g., buyers, managers), and geographical areas.
Email marketing is one of the most effective channels for communication with existing customers. Customers in the B2B segment expect personalized and regular communication that brings them value – whether in the form of technical information, discounts, or solutions to their problems.
At our agency Vivantina, we believe that the right mix of marketing channels is crucial in the B2B segment, which is why we create strategic marketing outputs tailored to our clients' businesses.
For start, we conduct an analysis of past or planned activities, also examine the competition, and develop a strategy. We also prepare recommendations and propose the best solutions, including selecting the most suitable marketing channels.We set goals and timelines, advise on how to allocate the budget across the suggested activities, guide you on how to implement the strategy into your business, and of course, we will thoroughly evaluate and report everything.
Be more efficient with online advertising
Online ads, technically known as PPC ads, are a key tool for the B2B segment – they help businesses quickly reach new customers. However, understanding the behaviour of B2B customers is essential, as they first look for solutions to their problems and only later search for specific products.
Therefore, it's important to target their needs using general keywords and offer valuable content.
Remarketing also plays a particularly crucial role in the B2B environment, as it allows businesses to re-engage with customers during their decision-making process.
When ads are properly targeted, they can bring quick results, such as increasing website visibility or reaching new customers. They can also be cost-effective if you know how to optimize campaigns for maximum return on investment.
A case study by the Search Bloom agency has proved this: they helped a client, ShirtSpace (an online wholesaler of affordable clothing), tackle low return on ad spend (ROAS) and advertising efficiency problems.
Tackle low return on ad spend (ROAS) and advertising efficiency problems. The main issues were inadequate product segmentation, unprofessional ad appearance, incorrect remarketing audiences, and poorly configured ad placements.
Implemented a strategy
The agency implemented a strategy focusing on high-profit products and keywords, which resulted in significant improvements. The outcome was a steady increase in paid revenue – a 95% increase in Google Ads and a 45% increase in Microsoft Ads – while reducing the cost per conversion and significantly boosting the return on ad expenditure.
A precisely targeted campaign in the online space is a powerful tool for generating business leads. Therefore, at Vivantina, we propose various types of campaigns for our clients, including not just Google search campaigns but also social media campaigns that enhance brand awareness. Our goal is to ensure your campaigns deliver the best results with the lowest possible investment, allowing you to focus on your business while we take care of the aspects, you’re less familiar with. Reporting on all activities is, of course, included.
+ 95%
increase in Google Ads
+ 45%
increase in Microsoft Ads
A precisely targeted campaign in the online space is a powerfu tool for generating business leads.
Therefore, at Vivantina, we propose various types of campaigns for our clients, including not just Google search campaigns but also social media campaigns that enhance brand awareness.
Our goal is to ensure your campaigns deliver the best results with the lowest possible investment, allowing you to focus on your business while we take care of the aspects, you’re less familiar with. Reporting on all activities is, of course, included.
Set up Google Analytics 4 and evaluate your marketing success
A case study by Midsummer agency demonstrates how implementing GA4 streamlined the marketing strategy for their client Equipvan (a recognized provider of installation solutions for utility vehicles).
Equipvan needed to transition from Universal Analytics to the newer version, Google Analytics 4. During this change, it was essential to ensure they could continue to track their e-commerce performance and customer contact form submissions smoothly.
They also needed continuous management of their Google Ads campaigns to achieve the best results.
Targeting and optimization of campaign
With better targeting and optimization of campaigns, the client’s annual revenue increased by 20%, the number of submitted forms rose by 48%, which ultimately led to a 23% growth in offline sales. Thanks to the successful implementation of Google Analytics 4, Equipvan now has precise data that helps them optimize their marketing strategy.
+ 20%
client’s annual revenue increased
At Vivantina, we live by the motto "measure twice, cut once."
That’s why we recommend that clients not only actively work with social media, run PPC campaigns, and focus on SEO, because that alone isn’t enough.
To make it truly effective, you need to evaluate your activities. We’re happy to help you implement Google Analytics 4. Our offer is customized for each client, but it always includes analysis, analytics setup, testing, and also training, if requested.
Why shall you entrust your B2B marketing to Vivantina?
8
years of experience
40+
regular customers
1 mil.
EUR per year
10
member team
Using innovative tools and proven methods, we help increase your brand visibility, strengthen relationships with partners, and create new business opportunities.
Entrust your marketing to the experts at Vivantina and focus on what you do best – we’ll take care of making sure your marketing activities deliver the desired results. Together, we’ll take your business to the next level!