If you think that communications and outreach to consumers (like job seekers and students) is the same as it is for business and industry, think again. Workforce, education and economic development organizations have to break away from a one-size fits all structure when developing successful strategies to engage businesses. Not only do we have to speak the language of business, but we have to use tactics and communications mediums that they expect. This is accomplished through B2B (Business-to-Business) Marketing. And yes, while the Government Accounting Office stipulates that some of these verticals can’t conduct “marketing”, the solid concepts of B2B Marketing can be used for outreach which is allowed if attached to outcomes.
In the private sector, B2B marketing refers to meeting the needs of other businesses, versus B2C marketing that targets Business to Consumer, though ultimately the demand for the products made by these businesses is likely to be driven by consumers in their homes.
In the public sector the first “B” in B2B Marketing stands for your organization (the workforce, education or economic development entity), while the second “B” stands for the business that you want to engage. B2B Marketing refers to a multi-layered strategy consisting of web communications, social media, email campaigns, and relationship management for the purpose of converting targeted business prospects into customers. In the public sector this refers to attracting businesses as a partner (in sector strategies and work-based learning), as a customer (with business services), and as a funder (to invest and leverage).
Join us at the NAWB Forum where our team showcases examples of B2B Marketing for the public sector that has garnered 19 international awards for our workforce, education and economic development customers. The key is to have a strategy first, followed by training to help staff and partners understand how to develop B2B messages with clear calls to action that are executed through B2B communication mediums that businesses use.