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How to promote a new product or service as a B2B company

Digital marketing
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No matter how good your product or service is if it’s not promoted correctly, it won’t make the sales needed and ultimately your business will lose money from it. To prevent this from happening you need to promote your product or services using the correct techniques.

If you’re preparing to market a new product or service or you are already promoting it to potential customers, then make sure you’re utilising these tried and tested methods of product marketing for B2B companies.

Animated Technologies spiral graphic.

<h2-richtext>Promoting your product or service online<h2-richtext>

<h3-richtext>Blog posts<h3-richtext>

Writing a blog post about how your product or service is going solve the pain points of your customers is a great way for them to understand how it’s going to improve what they’re currently doing.  

A strength of blog posts is that you aren’t restricted to lower word counts like you are on other platforms. This gives you the room to do an in-depth dive into why your product or service was created, how it’s going to aid people and why people should purchase or use it. This extra room also gives you the ability to go deeper into the history of your product. By telling its story you have the ability to reinforce how it’s going to be addressing pain points and explain why your product is superior to competitors.

<h3-richtext>Promotional videos<h3-richtext>

Having an animated promotional video is one of the most versatile tools you can have in your marketing strategy. It can be used on your website, on social media accounts, incorporated into blog posts and used during in-person events (something we’ll discuss later).

Showcasing your product visually, rather than through text, enables you to show off your product visually, breaking down barriers that customers might have. It’s also an engaging form of media that maintains customer attention and can also highlight key features of your product, ensuring they focus on the things that are most likely going to help them make a purchasing decision.

<h3-richtext>Email marketing<h3-richtext>

It’s important to utilise your email list as the people subscribed to it will already have an interest in the industry that your business works in. Many of them will be previous customers and others might be potential customers who are just looking to find out more about you.

Sending a targeted email explaining what your product is, how it’s going to help them get your product in front of the people who are already interested in what you have to offer and as a result are far more likely to go ahead and commit to a purchasing decision.

Like blog posts, emails also give you the opportunity to tell your products. As a result, you can build trust in the product or service you’re promoting.

<h3-richtext>Social media<h3-richtext>

Just like with your email list, those who follow you on social media will already have an interest in your company and what you have to offer. This means that you should be promoting your product to them on the platforms they are most likely to use.

Whilst social media doesn’t always allow you to go into detail about your product or service, this isn’t something to worry about. It means you must distil your messaging just to the key point of your product. By only identifying the key point and how it will address customer pain points you are getting rid of a lot of the noise and only focusing in on the important parts of what your product has to offer.

<h2-richtext>Promoting your product or service in-person<h2-richtext>


Exhibitions are a tried and tested way of promoting your product or service to the people in the relevant industries. Shows and exhibitions put your ideal customers in the room with you, all you have to do is get their attention.

Competing for people’s attention at events like exhibitions is hard, and very often with a small team manning a stall, it’s next to impossible to talk to everyone who approaches it. This is where having an animated product video works so well. A specially designed exhibition video will not only get the attention of those around you, but it allows passers-by to learn about your product or service without having to talk to one of your team members. This is a significant advantage if everyone at your stall is currently busy talking to other prospective customers.

<h3-richtext>Interactive technology<h3-richtext>

Interactive technology can be used at a range of locations and is perfect for in-person events, including exhibitions. Interactive technology such as virtual reality, augmented reality and interactive applications offer a unique and novel form of product storytelling to people. It allowed potential customers to experience the product in a virtual 3D environment and interact with it.

Most people learn through interaction, so being able to manipulate a 3D model of your product will help them better understand and it’s going to solve their problems and build trust in the product itself. For service promotion, you can use it to take your customers on a virtual tour through VR of a scenario where your service will be used.

Promoting your product as a B2B company comes with unique challenges, but just because it comes with these challenges doesn’t mean it has to be difficult. After spending so long designing, developing, and testing your product so it addresses the pain points of your customers you want it to be seen. By utilising these methods of marketing, you can ensure your product gets in front of its target markets, whether that’s online or in person.

If you’d like to find out a bit more about product videos, exhibition videos or the use of interactive technology to promote your product or service, then contact us today. We’d love to have a conversation more in-depth about how animation can be used to help your business achieve its goals.