Relentlessly obsess over the problem facing your ideal B2B client and how you will solve that problem for them.
I've written hundreds of thousands of words on this topic on my blog: www.shaunnestor.com
The highlights are:
1. Know your goals and objectives
2. How how you will measure your performance to those
3. Understand your audience and their needs
4. Articulate how you will meet the needs of that audience on the platform of their choosing
5. Design the content (graphics, text, etc) to roll out
6. Measure, measure, measure
7. Adapt and adjust
There is no one-size-fits-all marketing tactic for either B2C or B2B. Just as building a house requires different materials and tools, but the basics are the same.
The foundational elements (which I outlined above) are the same regardless of industry, product, customer, or price point.
The biggest mistake brands make when creating a marketing strategy is thinking about it from *their* perspective rather than identifying the problem of their customer and solving it.
I'd love to help more. Book a call and we can get into the specific tactics you will need.
I've helped hundreds of brands around the world create successful social media marketing strategies.
All the best,
You need to provide more information. There is no "best" approach.
What market are you in?
What do you offer as a product or service? What price level is it at?
How are your buyers used to buying from you? Online? In a physical store? Mail order?
Can you see how each one of these would have a different "best" approach?
If you can drop this info in here, then I can provide a more specific response.
Who buys your product? Who uses it?
Hopefully the answers to these two questions align to the value provided by your product otherwise it'll be very hard to get traction.
For example, if you're trying to sell developers a tool that makes it easier to run the apps they develop - you're going to have more difficulty than if you sell developers something that helps them develop better software. In the former case, operations benefits from the expense for development - doesn't happen in big orgs. If developers benefit from the things you're asking developer to buy, you'll have an easier chance.
Also, keep in mind, if your product is software, that if you're competing against larger companies - even if your solution is better, you might have trouble because large companies often sell with ELA's (enterprise license agreements) and then the software effectively has zero cost. A great example is Sharepoint from Microsoft. Anyone with a Microsoft ELA can use as much Sharepoint as they want without cost. Same for Oracle and databases. It's hard to crack that nut.
Good luck. Drop me a line if you want to share more about your product, and I can help you with how to position and how to develop your target personas.