- On March 12, 2020
Years of speaking to B2B vendors and their partners have led to some interesting conclusions. They all face very similar marketing challenges, no matter the sector.
Whilst B2B marketing strategies and trends have continued to evolve, the most pressing challenges faced in the B2B marketing space have always remained remarkably similar:
- B2B Marketing Strategies
- Content Creation
- Lead Generation
- Demonstrating Value
In order for marketing investment to yield meaningful results, vendors and their partners must have the knowhow in place to overcome these fundamental roadblocks. Let’s take a closer look:
1. B2B Marketing Strategies
Marketing to a B2B audience is no easy process. Business owners and decision makers generally have less time and patience than your average B2C consumer – and chances are, they already know what they want.
Adding to this, having the right strategy is more important than ever, since marketing managers now have more digital channels than they could ever use effectively.
This means your B2B marketing strategies have to be focused, strategic and highly efficient. Being ambitious with your marketing isn’t a bad thing, but spreading yourself too thin is – having an idea of what NOT to do is just as important as knowing what should be done.
Several studies have shown that having a larger presence on a few effective marketing channels is far better than having a smaller presence spread across loads of channels.
This brings us neatly on to the next point – choosing the right marketing channels to help overcome your b2b marketing challenges.
Since every audience, company and community are unique, there really is only one sure-fire way to succeed here: Data-driven planning.
Vendors will need to conduct extensive market research before heavily investing in B2B marketing channels. This could take the form of competition research, qualitative interviews with marketing experts and potential customers, environmental research, or ideally all of the above.
2. Content Creation
The demand for quality content continues to climb amongst marketers, agencies and businesses alike.
Thoughtful, useful and relatable content has proven to generate the most organic search traffic – let alone the wealth of marketing benefits that comes with highly sharable content.
Content has the unique ability to move prospects through your buyers’ journey, by reinforcing relationships and providing value at every stage of the marketing funnel. It’s no wonder that 92% of marketers see content as a critical business asset.
If you hadn’t already guessed, having a valuable content strategy is crucial for any B2B marketing effort. The strategy should take into account:
- Who your audience is (buyer personas are great for this)
- What kind of content they’d find useful
- What platforms to use
- How you’ll promote your content
- What competitors are already doing to engage their audience
B2B buyers are far less likely to buy from you if they haven’t heard of your business. This is why the first goal of B2B marketing strategies are ensuring other businesses are aware of your company’s name, services and the products you offer.
Brand awareness can truly set your business apart. On average, 5 to 7 brand impressions are necessary before a prospect will remember your brand. Awareness also plays a large part in your audience trusting your brand.
Some awareness-boosting activities top B2B companies utilise include:
- Creating sharable content that praises customers
- Providing valuable content for free
- Elevate & promote a unique, influential voice
- Reach out to trusted content sites & publishers
- Become socially engaged within chosen communities
4. Lead Generation
Many B2B companies have an almost undying thirst for leads. This isn’t a bad thing – especially in the IT industry, where it’s relatively easy to identify, profile and reach out to the top decision makers.
Despite this, it can be relatively difficult to understand who is involved in the decision-making process. Each company will contain variables on who calls the shots over certain product decisions. That’s why it’s important for companies to have a strong method of lead generation in place. After all, no leads = no business.
At Gorilla we don’t believe that lead generation lends itself to a simple ‘one size fits all’ solution, so we implement strategies to drive high quality leads using a wide range of methods. These include:
- Comprehensive Account Based Marketing (ABM)
- Email & Direct Marketing
- Content Marketing
- Inbound Marketing
- Marketing Automation
- Channel Marketing Solutions
5. Demonstrating Value
When it comes to attracting and retaining B2B customers, the biggest challenge is creating value. B2B audiences buy value, be it in the form of integration, simplicity, or convenience.
With B2B markets only getting more competitive, how do you create meaningful value within your marketing strategy?
- Sell results, not features: By showcasing past results, your audience can envision positive outcomes for themselves. Clearly communicate how you’ve been able to achieve real, measurable ROI in the past, and how you can do it again.
- Nurture the company, not the individual: When demonstrating value to a lead, it is important their whole team is on board. More details on how to do this can be found here.
- Never settle: Nobody will trust – let alone buy from – a stagnant company. If a competitor can provide similar benefits at a lower price, you’ll always be on the defence. Not ideal.
All of us at Gorilla understand that no audience is a homogenous group of people – some harbour much more value than others. Our unique ability to target budgets towards the most valuable B2B purchasers is second to none, thanks to our advanced ABM solutions. This means you can ensure your investment is working as hard as possible to deliver results, whatever your B2B marketing challenges may be. Click here to learn more.