Most Innovative Ways B2B Brands using to Reach Customers in 2020

customer marketing activities

Stats from the “The States of customer marketing 2017” report that up to 93% of companies strongly agree with putting extra efforts into customer marketing activities. While 63% are adding tweaks in staff and budget associated with customer marketing.

As we move towards the end of 2020, there is a greater shift in marketing strategies from what it was two years ago. B2B companies are bringing in innovative ideas to reach their customers and grow their B2B platform. After all, it is essential to assess market trends and keep working to achieve faster results.

With the digital age taking over, the foreign B2B marketplace is using a more flexible approach to experiment with new trends and adapt to them before they run out. The influence of technology over businesses has made companies more compliant so they can meet the expectations of their clients and target their potential audience meaningfully.

This is the reason why all B2B brands must comply with innovative digital and offline marketing techniques to successfully market their products. Let us find out what some of them below:


 Unlike the old times, websites today have become a significant tool for marketing and reaching your audience. You need to have a creative yet practical website that not just markets your business services but is also adjustable to the changing trends and ranking algorithms. Your website should:

  • Be responsive to different platforms and devices
  • Include call-to-action for any user requirement
  • Feature all other forms of connectivity
  • Be updated every day
  • Have SEO friendly content and information
  • Be according to your target audience


By implementing SEO strategies on your website, you let major search engines find you and rank you on the basis of your content, design, and effective marketing. And through search engines, you get new visitors to your site. This is a complete cycle where each little thing depends on the other. Without SEO, you don’t get new visitors and without visitors, you cannot grow your business.

B2B companies use Search Engine Optimization where they optimize their website design, content, visual effects, and usability to improve the user experience and increase the time users spent on the website. This not only boosts their search engine rankings but also brings potential customers to come and buy their services.


While most of the B2B company list present today have switched to online marketing, a few have kept the old school marketing techniques still in practice. Yes, we agree that 80% of your audience is online but you simply cannot ignore the remaining 20%. Integrating online and offline marketing is a great way to get the most out of both of the marketing strategies.

To do that, you can promote your websites and social media pages through print ads, television ads, and radio. Other than that, you can also participate in conferences, b2b trade shows, and network your services by giving a live demo of your website. 


It is true that B2B brands can get nowhere in marketing without an active social media presence. With new platforms like Instagram and Twitter becoming more popular, companies must utilize them to find their audience and target them into regular customers.

Through social media, your audience will get regular updates of incoming trends regarding your business. In addition, they will be able to interact better through stories, blog posts, tutorials, and visual content. The number of followers will largely depend on the brands’ creativity and active marketing campaign.


The best part about digital marketing is that allows going beyond reach. B2B companies can reach customers in the most innovative ways possible. Through Google Analytics, you can find potential customers and visitors based on their demographics and then refine marketing campaigns accordingly.  


Up to 62% of companies use testimonials for all the activities aimed towards customer marketing. Testimonials, based on the usage are ranked top among the list of most used customer marketing techniques. In addition, around 53% of buyers rely on their peers before making a purchase decision because they are baffled due to the unlimited amount of ads and emails bombarded on them.

This is creating a major shift in the purchase process as they trust their peers more than any sales or marketing personnel.

This also contributes to the tendency of millennials – the next big generation that will dominate the purchasing market – to the fact- check everything about a good or service they are considering due to this same trust issue. 

With this prevalent attitude among the purchasing market, this reliance on customer reference to make the decision will only continue to grow in the coming years, as people see voluntary testimonials and references as more unbiased and transparent than sales pitches.


According to research, up to 42% of companies involve customers or user groups in their customer marketing activities. Those activities include meeting a sample of users face-to-face to help the company learn more about the target market and what they need and expect from the company.

The activity provides the consumer with an opportunity to learn about the company, and it’s motivating a good number of brands to see the potential of holding on to customer user groups.

Furthermore, it allows companies to extract valuable information and opinion from their customers and to establish a responsive image towards the wants and needs of their consumer market.


With 41% of companies still using newsletters as a customer marketing activity, it won’t be wrong to say that newsletters are not going anywhere and are certainly a mainstay.

Companies are starting to break away from the traditional newsletter setup – they are optimizing and changing to entice more customers to keep up with their subscriptions and interact with the newsletter contents.

While many believe that newsletters are not as effective as social media when it comes to updating followers and customers of the company, there are still ways that businesses can drive customer relationship and retention through this method. It is especially effective with markets whose members are dependent on their emails for different types of work or activities.


In the B2B marketplace, up to 31% of companies have brought advocate marketing in use, and due to the effectiveness of the strategy, more companies are likely to tap into this activity shortly.

Advocacy marketing is defined as the kind of marketing that is aimed towards persuading customers to talk about the company’s products or services. Advocacy marketing works alongside other marketing activities such as customer testimonials and newsletters. It caters to a stronger relationship building between the customer and the company.

Advocacy Marketing and Testimonials

It has a preliminary effect on testimonials, as people who publicly advocate products or services they obtained from a company. Meaning, people will talk about the brand without being prompted to do so. This leads to new customers being inclined towards products or services recommended by their peers.


An online customer community is an interactive often gated website that a company sets up to collaborate on topics of mutual interest. There is nothing new about online communities; they have existed for more than 15 years. But, technological advancements led people to connect through social media and mobile devices that have boosted online communities’ presence in recent years.

Online communities allow brands to have an ongoing dialogue with customers without customers having to attach themselves to their specific identity. Moreover, platforms where these communities are set up to allow anonymity for the customers. It will enable them to deliver honest opinions about customer service without having their opinions attached to their customer information.


Cross-selling refers to the practice of suggesting related products or services to an existing customer, while upselling is encouraging customers to purchase a comparably higher-end product from the one they are considering. However, some companies are still having second thoughts regarding cross-selling and up-selling but marketing professionals consider it to be an integral activity that many are missing out on.

The easiest way to reach more customers is to use marketing campaigns that will help generate leads or close profits. As a B2B business, you can also find the top countries by export 2019 to find your potential audience or the ones interested in your business services. Once you’ve determined your target, use suitable marketing techniques to see which one works well for you.


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