Update from ICON regarding COVID-19

Icon has a new marketing whitepaper now available for free download – Strategies for more successful B2B Marketing.

B2B marketing is a specialist area of marketing that concentrates around the delivery of products and services to business.Strategies More Succesful B2B Marketing

Generally, the products and services are very technical in nature and require a different marketing strategy and implementation process to see sustainable sales growth and brand building.
The role of marketing in B2B should be focused on two core goals:

  • Feeding the Sales Funnel
  • Establishing and maintaining personal relationships 

B2B marketing should be a major part of all stages of the sales process, including:

  • Engaging the market using digital channels such as email marketing, web marketing, and social media marketing.
  • Identifying prospects via market segmentation.
  • Providing salespeople with the tools they need to demonstrate the value of the product or service.
  • Tracking each marketing activity at every point in the sales process to understand which marketing activities are actually driving revenue.

Marketing and Sales representatives want the same thing - but go about it in different ways. By focusing on your sales funnel, marketers and sales teams can be more effective.