PAPAYA'S GUIDE: HOW TO DO B2B MARKETING WELL

At Papaya, we’ve worked with clients that straddle many industries – hospitality, food & beverage products, hotels, and tech – helping them pull off B2B campaigns that truly pack a punch. In this blog, we’ll share tips and real-world examples to level up your B2B marketing game.

• Know Your Audience

It all starts getting inside the heads of your audience. What are their pain points? What challenges do we need to solve? 

Example: Take Australian Avocados for instance. When we teamed up with them for their foodservice strategy, we honed in on chefs and wholesalers. By understanding their daily interactions and challenges, we developed campaigns that spoke directly to their needs, such as recipe videos to inspire menu innovation and simple educational content that chefs could actually use. 

Tip: If you’ve got the budget, market research is gold in informing a strategy. For clients like The Australian Bioplastics Association, Australian Barramundi Farmers Association & Australian Avocados, these insights allowed us to tailor strategies that addressed industry-specific needs and built highly engaging campaigns. 

• Engage Through Storytelling 

Whether it’s through a powerful case study, a farmers journey, or brand narratives, storytelling builds an emotional connection and turns a product into a passion.

Example: When we worked with the Australian Barramundi Farmers Association, we brought barramundi farmers to key industry events to share their personal stories. Hearing firsthand from the people who grow the product created a deeper connection between chefs and their produce. 

• Events: Where the Magic Happens

Events offer a unique opportunity to build relationships, target your key audience, showcase your brand or product and create memorable experiences. 

Example: We introduced Perfection Fresh’s Cauli-blossom to chefs and inspired its integration into menus, and established it as a must-have ingredient in Australian dining through a chef event. Chefs were able to experience the versatility of the product through a three course-meal and an interactive masterclass. 

• Amplify Your Campaign with Media Coverage 

Media coverage can amplify your key messages and position your brand or product as a leader in your industry. Securing press coverage in relevant trade and consumer outlets not only builds credibility but increases your reach. There are numerous niche publications catering to various industries such as hospitality, food & beverage products, foodservice and health. 

Example: For ResDiary, we leveraged media relationships to secure placements in key trade publications like Hospitality Magazine, Pubtic, The Drop, TechDay. By highlighting how ResDiary supports venues through helpful tips and case studies we positioned the brand as an essential tool for hospitality businesses.

• Educate and Add Value 

Decision makers aren’t just looking for products – they’re looking for solutions. Educational content that adds value and answers their questions positions your brand as a trusted resource. 

Example: For Australian Avocados, we created a foodservice guide for chefs. This guide included everything from tips on storing and handling avocados to seasonality information. By addressing real pain points, we created a brand that is seen as a trusted partner for chefs. 

• Thought-Leadership: Become the Expert Everyone Turns To

Positioning your brand as a thought leader helps build authority in your industry. This can be achieved through social content and media opinion pieces. 

Example: For ResDiary, we crafted thought-leadership content that positioned the brand as a hospitality industry innovator. By developing insights on emerging dining trends, we secured placements in influential trade publications. This elevated ResDiary’s reputation as a go-to source for industry knowledge, fostering trust with their audience.

• Build Long-Term Relationships 

Forget quick wins – it’s about fostering long-term partnerships. 

Example: For Australian Barramundi, we’ve run a National Barramundi Day campaign for the last five years. Over 100 restaurants receive free barramundi and run a barramundi special on the day. Each year we are supported by the same venues, creating a dependable network of support and provides us with great stories to pitch to media. 

• Multi-Channels 

Don’t rely on just one channel – different touchpoints reach different audiences and a diverse approach is key to a successful campaign. 

Example: For Australian Avocados, we mixed it up. We used WhatsApp as a primary channel to connect wholesalers and chefs. This approach enabled fast, direct communication. Combining this with website, social channels, in-person activations, chef events and traditional media led to a successful multi-channel campaign. 

If you are ready to take your B2B marketing to the next level, but want to leave it to the pro’s, get in touch.