Introduction

B2B (business-to-business) marketing plays a crucial role in the development of business and the formation of sustainable partnerships between companies. In the United States, one of the largest and most developed B2B markets in the world, the effective application of marketing strategies is the key to success in attracting target customers and building long-term cooperation.

The relevance of the research topic is due to the growing competition in the United States B2B market and the need for effective marketing strategies to attract and retain customers. The purpose of this article is to analyze the features of the United States B2B market and identify effective strategies for attracting target customers and forming long-term partnerships. To achieve this goal, the following research areas have been identified: considering the specifics of the United States B2B market, to study the key success factors and promotion tools, and to highlight the role of personalization, content marketing, and digital technologies in the B2B segment.

Main part. Features of the B2B market in the United States

According to research, the volume of B2B e-commerce sales in the United States in 2022 amounted to $1,84 trillion [1], and the total volume of the B2B marketing market is estimated at $26,7 billion as of 2023 (fig. 1).

Figure 1. Dynamics of the marketing market in the United States 2018-2023 [2]

The United States B2B market is characterized by high competition and a focus on building long-term relationships with customers. One of the key features is the lengthy sales cycle, which can take several months or years. This is due to the complexity of products, high contract costs, and the need to agree on terms between multiple decision-makers. For example, Boeing, one of the largest manufacturers of aviation equipment, may negotiate the supply of aircraft for several years before concluding a contract with an airline.

Another important characteristic of the United States B2B market is a high degree of personalization. Customers expect an individual approach and solutions tailored to their specific needs [3]. Companies strive to deeply understand their customers, their business objectives, and pain points in order to offer them the most relevant products and services. Personalization of communications, customization of offers, and the provision of additional value are key success factors in the American B2B market.

ROI (Return On Investment) orientation is also a distinctive feature of the American B2B market. Buyers make decisions based on an assessment of the return on investment and the long-term benefits of cooperation. According to a survey conducted by the Association of National Advertisers (ANA), 85% of B2B buyers in the United States consider ROI a key factor when choosing a supplier [4]. For example, when selling industrial equipment, General Electric focuses on reducing operating costs and increasing production efficiency for its customers. Demonstration of specific indicators of economic efficiency and examples of successful implementations are powerful arguments in favor of choosing a particular supplier.

The importance of digital technologies in the B2B market is steadily increasing. Online channels have become integral tools for communication and sales in the B2B sector. According to a report by McKinsey & Company, 70-80% of B2B buyers in the United States prefer digital methods of interaction with suppliers (table 1).

Table 1

Preferences of B2B buyers in the United States in digital interaction channels [5]

Companies invest in the development of digital platforms that provide a seamless customer experience and automate marketing processes. For example, the implementation of e-commerce systems, chatbots, and virtual assistants allows for accelerating the ordering process, providing customers with prompt support, and personalizing interactions.

The application of advanced technologies, such as artificial intelligence (AI) and machine learning (ML), opens up new opportunities for optimizing business processes and making data-driven decisions. For instance, the use of AI for monitoring and optimizing IT infrastructure unveils new economic prospects for implementing predictive analytics in the operational activities of enterprises [6]. Analyzing big data on customer behavior and preferences enables the creation of more targeted marketing campaigns and the offering of personalized solutions.

Another important feature of the United States B2B market is the high significance of a company’s brand and reputation. Having a strong brand associated with quality, reliability, and expertise is an essential factor in customer trust and loyalty. Companies invest in marketing communications, PR, and loyalty programs to strengthen their brand and build long-term relationships with customers.

For example, Caterpillar, one of the leading manufacturers of specialized equipment, actively promotes its brand through sponsorship of sports events, social initiatives, and educational programs for equipment operators. Such activities not only increase brand awareness but also demonstrate the company’s commitment to its customers and the industry as a whole.

Thus, the United States B2B market is characterized by high competition, a focus on personalization and customer-centricity, as well as the active adoption of digital technologies. Companies that take these features into account and adapt their strategies to market needs have a greater chance of success in attracting and retaining customers, as well as building long-term partnerships.

Effective B2B marketing strategies

Companies are increasingly focusing on personalization and segmentation to gain a deeper understanding of their target customers and to apply an individualized approach in marketing communications. Audience segmentation enables the creation of targeted campaigns and the provision of relevant content for each customer group. According to Adobe’s report, companies that prioritize personalization and the enhancement of customer experience are more likely to outperform competitors and achieve business objectives [7]. For example, Cisco Systems utilizes a personalized approach in its marketing campaigns, considering the industry specifics and business size of its clients. Creating informative and useful materials within the framework of content marketing, such as blog posts, white papers, and case studies, helps attract potential customers, demonstrate the company’s expertise, and foster trust. According to a report by the Content Marketing Institute, 91% of B2B marketers in the United States use content marketing to achieve their goals [8]. HubSpot, a developer of software for marketing and sales, actively uses content marketing by publishing educational articles, research, and webinars for its target audience.

The strategic approach of Account-Based Marketing (ABM) involves concentrating marketing and sales efforts on the most valuable and promising customers. ABM allows building deep relationships, providing customized solutions, and accelerating the sales cycle. Salesforce, a leader in CRM systems, successfully applies ABM to work with large corporate clients, providing them with personalized solutions and services.

Another strategy for attracting target clients and building long-term partnerships is the use of digital technologies and marketing automation. Tools such as CRM systems, marketing automation, and predictive analytics help personalize customer interactions, optimize resources, and increase communication efficiency. Oracle, one of the largest providers of business software, offers comprehensive solutions for marketing automation and customer experience management.

Companies focus not only on attracting new customers but also on retaining and developing existing partnerships. Long-term cooperation allows increasing the customer lifecycle, generating repeat sales, and receiving recommendations. General Electric actively develops loyalty programs and provides its customers with additional services, such as staff training and technical support, to strengthen long-term partnerships.

Challenges and prospects for B2B marketing development in the United States

Despite significant potential, B2B marketing in the United States faces a number of challenges. One of them is the need to adapt strategies to the specifics and complexities of individual regions of the country. Launching new services and building partnerships in complex regions of the United States requires considering local peculiarities and careful planning [9]. Companies need to conduct detailed market analysis, take into account cultural differences, and adapt their offerings to the needs of customers in each region.

Another challenge is the growing competition in the United States B2B market. The emergence of new players and the development of technologies force companies to constantly improve their marketing strategies and seek innovative ways to attract and retain customers. Under these conditions, the ability of companies to quickly adapt to market changes and offer unique value to their customers becomes particularly important.

The prospects for the development of B2B marketing in the United States are associated with the further implementation of digital technologies and the personalization of customer experience. The use of AI, ML, and big data will allow companies to better understand the needs of their customers and provide them with relevant offers at the right time. The development of omnichannel strategies and the integration of online and offline communication channels will also contribute to strengthening relationships with customers and increasing the effectiveness of marketing campaigns.

In addition, the importance of social responsibility and sustainable development in B2B marketing is expected to grow. Companies that demonstrate commitment to ethical principles and make a positive contribution to society and the environment will have a competitive advantage and win customer loyalty. Investments in «green» technologies, support for social initiatives, and transparency in conducting business will become important success factors in the B2B marketing of the future.

Conclusion

B2B marketing in the United States requires the application of effective strategies to attract target customers and form long-term partnerships. The key success factors are personalization, content marketing, ABM, the use of digital technologies, and a focus on long-term cooperation. Companies that adapt their marketing approaches to the specifics of the B2B market and customer needs have the greatest chances of success in building strong partnerships.

American B2B companies, such as Boeing, General Electric, Cisco Systems, HubSpot, Salesforce, and Oracle, demonstrate the successful application of various marketing strategies to attract and retain customers. Their experience can serve as an example for other market players seeking to strengthen their positions and build long-term partnerships with customers.

Further research in the field of B2B marketing in the United States can be aimed at studying new trends and technologies, such as the use of AI and ML for the personalization of marketing communications, as well as analyzing the effectiveness of various strategies depending on industry specifics and business size. An important direction is also the study of the impact of social responsibility and sustainable development on the success of B2B marketing in the long term.