B2B purchases are not driven by impulse. They frequently rely on long-established trust and confidence in a company's products/ services.
So, how can you establish that relationship?
Considering email marketing? Often, that is the initial thought that arises about B2B marketing. However, let me tell you, bland emails are no longer sufficient.
They just don’t cut now.
In this modern era of instant gratification, what customers desire is a fast, intimate, and interactive experience that platforms like WhatsApp offer.
No wonder WhatsApp has become a dominant force for B2B companies looking to establish direct connections with their target demographic.
Its intuitive interface, massive global reach, and constant innovations (such as chatbots and WhatsApp Business API) have led businesses across industries to adopt this platform.
Today, we will examine some of the top WhatsApp marketing strategies for B2B companies that will help you use them as a vital marketing tool.
Table of Contents
Strategy 1: Automate SaaS product demo scheduling
Strategy 2: Effective B2B Content Distribution
Strategy 3: Broadcast invites to events, webinars and conferences
Strategy 4:Use Chatbot for automated lead qualification and nurturing
Strategy 5: Boost Conversions with WhatsApp Retargeting
Strategy 6: CRM Integration for personalized customer engagement
Strategy 7: Spread WhatsApp Links in all places
Establishing WhatsApp Business API for B2B Marketing
WhatsApp Business API allows businesses to engage with millions of users in one go, officially, without getting blocked.
Since WhatsApp doesn't provide an official application to use the WhatsApp Business API, businesses can access this through official WhatsApp Business Solution Providers like AiSensy.
For B2B companies, this solution is crucial as it provides important features such as verified business profiles, a WhatsApp chatbot, multi-agent access for better customer support, and easy integration with tools like CRMs.
Furthermore, you must meet the specified requirements to request access to WhatsApp Business API.
- Owing a website for your business
- A new phone number that is not associated with any of the existing WhatsApp accounts
- An approved Facebook Business Manager Account
If you fulfil all these requirements, you are eligible to request access to the WhatsApp Business API and establish it by following the instructions provided in the guide.
Strategies for Effective B2B Marketing on WhatsApp Business API
Optimizing ad spend is a constant challenge in B2B marketing. Traditional advertising channels can be costly and often fail to deliver the direct engagement that modern businesses need. This is where the WhatsApp API truly shines. By reallocating a portion of your ad spend to WhatsApp marketing, you can tap into a more personalized and direct communication channel with your target audience.
However, to truly maximize the potential of WhatsApp Business API, it's crucial to implement the right strategies.
Simply having access to this powerful tool isn't enough; you need to leverage it effectively to see significant results.
To make this more believable, we will show you how we, at AiSensy (SaaS), use the platform to drive WhatsApp Marketing for B2B platforms!
The following strategies will help you make the most of WhatsApp Business API, ensuring that your marketing efforts are both efficient and impactful:
1. Automate SaaS Product Demo Scheduling
One of the best ways to ensure your SaaS product is well-understood is by giving product demos.
As per statistics, a product demo can help boost B2B sales conversions by at least 20%.
WhatsApp Business API lets you automate and streamline the product demo scheduling process.
Whenever a user schedules a demo of your product from your website, you can setup automation for that event which will send them a demo confirmation message on WhatsApp.
Like this:
Not just this, you can also automate a demo reminder and after-demo feedback message to the user.
Since WhatsApp has an open rate of 98%, this loop will help ensure high show-up rates for your demo.
At AiSensy, we automate the demo reminder message to users 30 minutes and 5 minutes before the demo begins.
This has helped us 10X the showup rate in comparison with emails.
2. Effective B2B Content Distribution
Understand this: Once your customer purchases your product, it is highly unlikely that they will return to your website or app to go through your content.
And amidst all the clutter and activity in their email inboxes and on social media platforms, they might not notice any important onboarding information or other updates.
WhatsApp is an ideal platform for directly sharing blogs or industry news with your customers.
Sending direct content can help immediately grab your customers’ attention and promote easy content consumption.
On WhatsApp, you can send interactive content updates in the form of carousel cards and video broadcasts.
These can be further accompanied by quick reply buttons for a more engaging and interactive experience.
Here's a carousel message we sent to drive engagement to a bottom of the funnel audience:
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3. Broadcast Invites to Events, Webinars, and Conferences
As with content distribution techniques, it is quite likely that your B2B customers will miss the invite you send them for events or webinars.
You can send invites directly on WhatsApp to ensure your customers get all the company's updates.
Additionally, you can add clickable pre-defined buttons to make your WhatsApp Business API broadcast messages more interactive.
For instance, if you are promoting your event, you can add clickable buttons that make it easy for the recipients to RSVP.
Here's a solid example of an event invite message we sent to invite people for Evolve.
With a set of carousel, image and video broadcasts, we were able to drive 500+ attendees to Evolve Bengaluru Edition; the largest WhatsApp Business event of 2024!
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4. Use Chatbots for Automated Lead Qualification and Nurturing
Chatbots on WhatsApp can efficiently generate leads by qualifying them in real-time and offering personalized interactions that improve conversion rates.
Vineet Gupta, Founder of 2xSaS
Chatbots are not just for addressing your customers’ most frequent inquiries.
They are 24/7 data collectors who record every interaction and help map out the individual customer journey, providing meaningful insights into customer behaviour and needs.
Based on the gathered data, you can send tailored responses and nurture prospects as per their specific needs and pain points.
Additionally, you can implement chatbot-initiated customer surveys or feedback loops to collect more actionable data.
Here's an example of how we use the WhatsApp chatbot to automate multiple things.
In the video, we'll show you how anyone who wishes to book a demo with AiSensy can do it in a few simple steps right on WhatsApp.
5. Boost Conversions with WhatsApp Retargeting
WhatsApp retargeting involves connecting with and reconnecting with potential customers who have previously demonstrated interest in a company’s offerings.
Let's say you send a Broadcast to people about an exclusive limited-time offer.
While viewing the analytics of the campaign you discover that 30% of the people who clicked the CTA button, did not convert.
These are HOT leads for you since they've shown interest in your product.
Shoot them a Retargeting broadcast right away and you'll surely see plenty of them converting into customers.
All you need to do is push them towards the objective which can be achieved by good copywriting and an enticing offer.
Aisensy offers a smart Campaign Manager (an Aisensy exclusive feature) that lets you retarget a specific group of people by sending them WhatsApp Broadcast Campaign messages.
Here's a short animated version of how the WhatsApp Retargeting feature works
Checkout: WhatsApp Retargeting Guide
6. CRM Integration for Personalized Customer Engagement
Integrating CRM systems with WhatsApp API allows for sending customized messages that cater to the unique needs and challenges of potential customers.
For example, you can integrate Razorpay with WhatsApp to share automated payment links on WhatsApp.
Such integrations are possible only through official WhatsApp BSPs like AiSensy.
You can connect 2000+ CRMs, ecommerce portals and many more via AiSensy to automate notifications on WhatsApp or transfer user information from AiSensy to your own CRM.
AI in CRM systems plays a crucial role in achieving these personalized solutions.
7. Spread your WhatsApp links in all places
A WhatsApp link, is a straightforward URL that allows individuals to start a conversation on WhatsApp with just one click.
Put simply, clients are not required to add a number to their contacts before messaging a company.
WhatsApp links, including social media posts and email campaigns, can be created and shared anywhere.
Additionally, these links are multiform. This means they can be used as a QR code, hyperlink, or even integrated into an image or GIF.
You can create your own unique WhatsApp link with a pre-filled message using this free WhatsApp Link generator tool.
Performance Tracking and Optimization
Keeping track of your performance on WhatsApp helps you understand how your campaigns are doing.
To evaluate the performance of your campaigns and track sales leads, you must track these three metrics:
- Message Delivery and Open Rate
WhatsApp message delivery is a crucial metric to track.
Oftentimes, businesses keep shouting in the void without realizing that their messages aren’t even getting delivered to their audiences.
This metric helps to ensure that your voice is being heard.
Naturally, as deliverability improves, more individuals are likely to open your message.
Reportedly, the open rate for WhatsApp worldwide is 98%.
Monitor this measurement to determine the number of potential customers opening your messages.
- Click-Through Rate (CTR)
CTR indicates the number of people who took the next step after viewing your WhatsApp message.
A low CTR typically represents issues with your call-to-action, impersonal-sounding content, or lack of content interactivity.
- Opt-Out Rate
This is another significant metric showing the number of users who stop receiving your WhatsApp messages.
A high opt-out rate implies a disconnect between your WhatsApp messages and your audience’s needs and interests.
FAQs
You can use WhatsApp in B2B business for real-time communication, sharing documents, providing customer support, and running marketing campaigns, enhancing engagement and customer relations.
WhatsApp Business offers additional features such as business profiles, automated messages, and labels for organizing chats, which are not available in the regular WhatsApp.
Yes, you can use normal WhatsApp for business, but it lacks the advanced features of WhatsApp Business API, which are specifically designed to support business communication and management."
No, the WhatsApp Business API is not free. You need to pay platform charges to use WhatsApp Business API with a WhatsApp BSP like AiSensy and also pay for WhatsApp conversations charged by Meta
Yes, WhatsApp Business is safe as it offers end-to-end encryption for messages, ensuring that only the communicating parties can read them.
Conclusion
Effective communication is paramount to building trust with your B2B audience. And this is precisely where WhatsApp shines. Its intuitive interface and global reach make it the ideal platform for engaging your prospects.
At Aisensy, we can help you make the most of WhatsApp Business API. Our advanced features, tailored to your B2B needs, and robust analytics can help you take your WhatsApp communications to the next level.
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