Time To Update Your B2B Go-To-Market Strategy

“The internet hasn’t been kind to the sales rep,” says sales and marketing author Brian Gray.

If you are thinking your sales reps will be the gateway of your go-to-market strategy, experts say you have another think coming.

Increasingly, sales reps must provide an experience, not just info.

“Before the internet, when the rep was in control of distributing all the information a prospect could get, they knew early on that they were being considered,” says Gray, leader of Revenue Path Group. “It allowed for multitouch sales methodologies to form. Each call, at each stage, took on different importance and training.”

Before the internet, business-to-business (B2B) prospects needed a sales rep to obtain information. That meant that as soon as a prospect entered the marketplace, they were in touch with viable options.

“Today that's not the case,” says Gray. “Prospects delegate a lot of research to a lower-level employee, who brings options to the table. By the time they make contact, they have decided their own solution, pigeonholed you in with some competitors and want you to compete on price.”

The importance of the internet and social media is not news. But like many other aspects of marketing, Covid-19 has dramatically accelerated this shift. This has a huge impact on go-to-market strategy.

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marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, marketing leaders, customer experience, sales strategy, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021, Sales Cycle, Go-to-market

B2B marketing: Solving the big five challenges

Let’s face it, as a B2B tech company, marketing isn’t easy.

With typically longer sales cycles, multiple key stakeholders involved in every decision, fierce competition within the industry, and many B2B businesses selling complex solutions rather than single products, B2B tech marketing is… well, it’s complicated. But it’s not impossible.

To help you succeed, we’ve broken down 5 of the most common marketing challenges faced by B2B tech businesses today, and how you can solve them.

B2B tech: it’s a fast-paced industry
With the tech industry evolving so fast, marketers need to be agile; pivoting quickly and adapting effectively when faced with changes or growing competition within the market.

To stay on the leading edge of the industry, be sure to keep your ear to the ground at all times. This means keeping an eye on your target market and your competition, and monitoring reputable sources for any announcements, opportunities or potential threats to your brand.

Changes within the market can present a real problem for businesses who aren’t paying attention. But they can be a boon to brands who are prepared to change and adapt.

Sometimes being just a little quicker than the competition may be all you need. For example: being the first to start talking about a rising trend or new cutting edge technology may help your brand define itself as a thought leader in your industry.

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marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, marketing leaders, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021

Why The Top B2B Brands Compete On Story

In this economic downturn, we have seen firsthand the impact of curbed purchasing decisions in the global business-to-business (B2B) marketplace. Where traditional acquisition marketing has struggled, brand storytelling is flourishing and has a direct impact on the marketing pipeline.

Robert McKee wrote that "Leaders use story to author the future." Why is this more important than ever? In these challenging times, your audience wants to be led through this downturn into the future that awaits them.

To better understand the key themes that inspire effective storytelling, let's look backward to look forward. Prior downturns have taught me there are six themes that are most relevant in brand storytelling during times of crisis: humor, nostalgia, optimism, patriotism, price and value, empowerment. But knowing these themes is not enough to create a story brand. To do that, we need to take a few more steps in our praxis.

So, how do you get B2B brand storytelling right? Here are a few guidelines that truly make a difference.

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lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content marketing, marketing leaders, storytelling, B2B strategy, B2B Sales, Remarkable Marketing, Brand Storytelling, COVID-19 Impact

How We Do Account-Based Marketing at Scale

I’ve been running ABM teams for some time and find it incredibly satisfying. To me, it is almost like a play. There is a good amount of preparation and planning with many individuals and teams that manage to pull off a unified campaign, and – when done right – the results are incredible.

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lead generation, B2B marketing, capturing audience, content marketing, marketing leaders, future of marketing, ABM, B2B Sales, Revenue Generation, Customer-Focused ABM, Customer Marketing, ABM Strategy, ABM at Scale, ABM Campaigns, Digital Campaigns

Three steps to level up your B2B marketing in 2021

2020 was full of disruption and fast pivoting across the marketing spectrum. But for B2B marketers—whose plans are often anchored around in-person events—this period changed the playbook on how to reach crucial business decision-makers. To learn more about how the business decision-making process has changed—and how marketers are adapting accordingly—Twitter partnered with Bain on a new research study.

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content marketing culture, marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, content creation, content marketing, marketing leaders, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021, Marketing Trends 2021

Why Sales Should Ditch MQLs for Intent Data

We live in an on-demand world. Our customers’ expectations are always evolving, which means the way we engage with them as salespeople must evolve, too. Today, customers are at the center of everything we do in the revenue-driving function – or, at least they should be. So in order to create a customer-centric experience for our prospects, the tools and technologies we use must inform and support all aspects of the sales process.

Modern buyers have more information at their fingertips than ever before. As a result, they’re doing more behind-the-scenes research – with more than 70% of buyers defining their own needs before engaging with a sales rep.

In sales, our success in sealing the deal depends on how well we can empower and engage buyers throughout their journey. But with marketing qualified leads (MQLs), you only have an opportunity to provide value to your buyers after they’ve made themselves known to you.

Luckily, today’s sales teams can instead use intent data and Conversational Marketing to reach the right prospects at the right time and provide value throughout the entire buying process.

Stop Guessing, Start Knowing

Historically, one of the biggest challenges for salespeople has been knowing exactly what our customers want. Typically, we rely on MQLs to provide us with a general idea of who the prospect is and what their pain points are before going into a meeting. But, more often than not, those MQLs leave us with generic information mapping back to our ideal customer profile (ICP), not the specific insights into each unique prospect we need to create a personalized experience.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content marketing, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, B2B strategy, B2B Sales, Advertising trends 2021, B2B ads, Buying intent, MQL

How to set the content marketing world on fire.

As a copywriter and content marketer that has been fortunate to work with some pretty stellar startups, I’ve seen first-hand (and admittedly at times by my own hand) what works and what doesn’t in the content marketing world.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content creating, content marketing, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, Advertising Campaigns, B2B strategy, B2B Sales, Advertising trends 2021, B2B ads

Majority of B2B advertising is ‘ineffective’

The majority of B2B creative is “ineffective” according to new research from the LinkedIn B2B Institute and market research agency System1.

Of the 1,600 B2B ads shown to a sample of 6 million people worldwide over the past four years, 75% scored one star or less on System1’s FaceTrace emotional measurement tool.

In this context, a one-star rating means a piece of advertising is contributing zero in terms of long-term market share growth. A one-star rated ad essentially means the brand is entirely reliant on out-spending the category, rather than benefitting from the strength of the creative.

None of the 1,600 B2B ads viewed in the research attained a maximum score of five stars. Five-star ads, which score highly on emotion, fluency and intensity, have been found to help a brand grow by an average of 3% in the long term, aiding the excess share of voice and category spend.

The principles of a five-star ad, as defined by System1, are a strong story arc, characters, soundtrack, emotion and a fluent device which drives brand recognition. However, the research suggests B2B advertising is failing to deliver on many of these elements.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content marketing, digital advertising, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, Advertising Campaigns, B2B strategy, B2B Sales, Advertising trends 2021, B2B ads

LinkedIn uncovers the key frameworks for successful account-based marketing

The alignment – or the lack of it – between the sales and marketing teams has been one of the key concerns of businesses across categories and B2B marketing is no different in facing this roadblock often.

One of the ways in which LinkedIn is resolving the challenge is by deploying tools that support account-based marketing (ABM) and making it a focused growth strategy integral to B2B marketing.

Fundamentally, ABM is an effort at creating and sustaining relationships with key accounts. Many marketers are already convinced of its importance, as LinkedIn found 87% of marketers who measured ROI said ABM outperforms all other marketing investments.

Owing to LinkedIn’s proven track record as the most trusted digital platform, it is being increasingly picked by many marketers as the foundation of their ABM strategy. To help marketers navigate their challenges LinkedIn has worked on solutions around the ABM strategy and created a robust ecosystem of marketing partners across audience data, campaign management and measurement.

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lead generation, B2B marketing, capturing audience, content marketing, marketing leaders, entertainment, future of marketing, ABM, B2B Sales, Revenue Generation, Customer-Focused ABM, Customer Marketing, ABM Strategy, Ideal Customer Profile, ICP

7 Costly Misconceptions About B2B Content Marketing

B2B marketing has changed a great deal over the last decade (and arguably even more so over the last year). To be sure, such transformations have affected content marketing just about every step of the way.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content creating, content marketing, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, CTA

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