Setting yourself apart in the B2B industry is becoming increasingly challenging as the market continues to grow at an outstanding pace.
According to research published by ThriveMyWay in May, the B2B industry in the U.S. is currently estimated at $6.7 trillion and continues to expand.
One of the trickiest parts of developing brand awareness in B2B is identifying a target audience, instead of trying to catch them all by appealing to the masses.
Sam Dunning, Sales Director and Co-Founder of the web development and digital marketing company Web Choice UK, reflected on his business growth experience in the B2B industry in an exclusive interview with Spotlight.
"I thought we could sell anything to anyone. Then I realized when you're trying to be everything to everyone, you're nothing to no one," Dunning said in the DesignRush podcast.
He singled out the importance of identifying a niche as the key strategy to standing out in the B2B industry, instead of "trying to appeal to the masses."
"Having a niche and being upfront that you're not for everyone is a lot more radically transparent and appealing to companies that need your particular offer," Dunning argued.
Identifying a target audience can result in repelling certain businesses, something that seems counterintuitive when trying to break into the B2B industry.
However, this approach seeks to bring companies long-term success instead of short-term results.
“You’re going to engage with the type of business prospects that you want to be working with,” Dunning concluded.
Edited by Nikola Djuric
