When I began my career as a B2B marketer, my main challenge was capturing potential leads’ attention.
I initially tried B2C marketing strategies but quickly realized they were not effective in the B2B space.
Through trial and error, I discovered that building authority in the B2B industry was the key to success.
In business-to-business marketing, authority is the foundation for gaining credibility and trust with potential customers, ultimately leading to more leads and conversions.
As you embark on your own B2B marketing journey, allow me to share some impactful strategies I have acquired through my experience in the industry.
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B2B marketing strategy framework
As someone who loves creating B2B marketing strategy frameworks for my marketing approach, I’ve found that one of the most effective ways to optimize your efforts is by figuring out who your potential lead is and spotting the profitable segment.
It all begins by understanding your offering.
Take a step back and ask yourself, what makes your digital marketing expertise unique?
Is it your ability to improve search rankings for specific industries or niches? Is it your experience in developing lead generation strategies? Or, is it your talent for social media marketing?
For example, let’s say you know a lot about SEO for business-to-business (B2B) companies. Write down the problems you address and how you resolve them.
So, you’ve figured out what you’re offering, great!
Now, it’s time to divide your leads into different segments.
By the way, having a strong and reliable list of leads is crucial. If you haven’t already, I wrote a blog post on lead generation that you might want to check out. It could be super helpful before we get started.
Read more: How are leads generated (Leverage the power of lead magnets)
So, how do you spot these profitable segments?
It all starts with creating comprehensive account segmentation criteria.
When you take a glance at the table above, it’s pretty evident that Company 1 would be the ideal segment for your offering.
They are a mid-sized company with a small team, and I think it’s worth noting that they don’t have a gatekeeper. From my perspective, this could be a great opportunity for you to explore.
I suggest digging up more companies that meet those same criteria so you can zero in on a profitable segment.
The next step would be to tailor your message and communication strategy specifically to the needs and pain points of that particular segment.
To really connect with your audience and get them to take action, it’s important to understand what they’re going through and what they want to achieve.
That’s why I suggested jotting down the specific challenges and roadblocks you help people overcome. By doing this, you can tailor your messaging and b2b content to really speak to their needs and drive more conversions.
So, it seems you’ve identified a specific segment that perfectly fits your offering and you’re all geared up with your messaging. The next logical move would be to kick your marketing strategies up a notch for that particular segment. It’s time to go full throttle and make it happen!
B2B marketing tactics 2023
It’s surprising to know that most businesses are still sticking to marketing tactics from way back in 2011. Now, I’m not saying that these tactics are entirely irrelevant, but let’s face it, some of them just don’t cut it anymore.
For example, sharing posts on Facebook in the hopes of getting organic traction or stuffing keywords on web pages to gain visibility – these strategies simply don’t work in today’s landscape.
But don’t worry, there are other tactics that can get you better results. I’ll be diving into them in more detail.
1. Personalized videos
Personalized videos are a powerful tool in today’s marketing landscape.
By tailoring your message to a specific audience, you can speak directly to their needs and concerns, making a more significant impact on your target market.
To take this approach even further, you can add in the specific problems you solve. By doing so, you show your audience that you understand their pain points and have the expertise to provide a solution.
For example, let’s say you’re targeting a marketing software company. You could create a personalized video that explains how your SEO skills can help them.
You could talk about the kind of search terms their target market would enter in the search engine and how you can help them optimize their web page for those keywords in the video.
By going into detail, you are directly addressing the prospect’s needs and showing them that you have the expertise to help them achieve their goals.
2. Segment-specific social proof
When you’re trying to win over new customers, it’s important to establish credibility and trust. One effective way to do that is through social proof.
That means sharing testimonials and success stories from satisfied customers. But here’s a tip to take it up a notch: when you’re targeting specific segments, mention current clients you work with who are in the same industry as your prospects.
By doing this, you can show that you have relevant expertise and experience in their field.
Plus, it helps establish a connection with the segment, which can increase your chances of making a sale. So don’t be afraid to name-drop your clients in your personalized marketing messages.
3. LinkedIn messages
Are you using marketing automation to connect with multiple accounts on LinkedIn? It’s a common practice, but let me tell you, LinkedIn users can spot an automated message from a mile away. The generic style gives it away.
Did you know that there are other ways to make use of automation tools aside from bombarding LinkedIn users with spam messages?
Thanks to the rise of AI, companies, and advertisers have the opportunity to incorporate AI into their tasks to automate them. If you’re interested, I actually have a whole separate post about this topic. Feel free to give it a read!
Read more: How AI is used in marketing (Will it replace marketers?)
Reaching out to your target audience with customized messages is a smart approach to building connections. However, it’s vital not to come across as overly aggressive or sales-focused.
Instead, take a friendly and relaxed approach, starting with small talk and gradually making your way to your product or service. If you’re looking for a way to show your appreciation for your target audience, take the time to engage with their LinkedIn posts.
This can help to establish trust and make them more likely to consider what you have to offer.
4. Influencer marketing (Content marketing through influencers)
B2B marketing can be tricky because often prospects aren’t aware of the solutions available to their problems.
Many companies try to solve this problem by sharing posts on their LinkedIn company pages, but unfortunately, these posts often don’t get the exposure they need.
Why is that?
Because LinkedIn company pages don’t have the same organic reach as personal profiles.
So, what’s the solution?
I usually recommend building authority through valuable comments and posts on your personal profile. This takes time, but if you want a quick win, influencer marketing is the way to go.
You can reach out to micro-influencers in your niche who have already built a following. The legit ones have your target market, and you can market to them through the influencer.
It’s not only cost-effective, but it also gets you better results than paid marketing.
So, start building your authority and consider influencer marketing to boost your B2B marketing efforts.
5. Email marketing plan
Email marketing is arguably one of the most effective methods to market to each segment of your audience.
With email marketing, you can create tailored email copies that are specifically designed for each segment of your audience.
And if you really want to see results, consider running a drip email campaign where one single email is sent out every week.
But how can you make sure your email campaign is effective?
One way is to use lead scoring. By tracking the actions of your leads, you can determine how interested each segment is. This means that your sales and marketing team will be better equipped to handle the lead belonging to that specific segment.
So, if you want to take your marketing to the next level, give email marketing a try. With a little bit of planning and strategy, you can create a successful email campaign that connects with your target audience and drives results.
How do you do business-to-business marketing?
The right way to do business-business marketing is by creating content for the solution seekers and selling services to them after consistent nurturing campaigns.
It might seem like a no-brainer, but too many businesses fall into the trap of promoting their product without considering how it actually solves the problems of their customers.
But it’s not just about the content itself. You also need to think about how people will actually find it.
If you’re not familiar with SEO, you might be missing out on a lot of visibility. That’s why it’s important to do your research and find out what people are searching for when they’re looking for solutions in your industry.
Once you have a good idea of what questions your target audience is asking, start creating content that answers those questions. Use keyword research tools to find out what words and phrases people are using, and make sure you’re targeting those terms in your content.
By creating helpful, informative content that addresses the needs of your target audience, you’ll start to build trust and establish yourself as an authority in your industry. This is where lead magnets come in – things like free e-books, webinars, or consultations that you can offer in exchange for someone’s contact information.
Once you have those leads, it’s important to nurture them with personalized messaging that speaks to their specific needs and interests. Segment your audience based on the criteria and customize your messaging accordingly.
In short, the key to successful business-to-business marketing is to create content that’s actually helpful and informative, and then nurture those leads until they’re ready to buy.
Read more: What is a Good Content Strategy
What is a good example for B2B business? (Power of search engine optimization)
Leadfeeder, a SaaS client of Grow and Convert agency, had some doubts about the agency’s B2B content marketing strategy and its ability to generate long-term traffic.
Initially, the agency’s strategy focused on top-of-funnel (TOFU) stories for brand awareness without purchase intent. However, the CEO wasn’t sure if this approach was sustainable in the long run.
Fortunately, the agency discovered Pain Point SEO posts, which had 10 times higher conversion rates than TOFU stories.
By prioritizing bottom-of-funnel, high-buying intent keywords, the agency was able to generate a better ROI on its content marketing efforts. Comparison and list-based posts with high purchase intent performed better in conversions than story-based posts.
Leadfeeder’s process includes heavy user research and asking about alternative options, resulting in successful comparison and list-based posts.
The agency created seven content creation frameworks for high purchase intent blog posts: comparison, category tools, how-to, alternatives, product use cases, stories, and case studies.
The shift in strategy led to an increase in search volume, and content marketing efforts alone generated signups for Leadfeeder.
Pain point SEO posts implemented in the spring and summer of 2018 resulted in an increase in signups per month. The time delay for conversion increase was due to posts taking time to rank and get traffic.
However, there was a linear increase in conversions for over a year after December. The steady monthly conversion increase from pain point SEO posts is extremely rare.
The initial dip in overall traffic to blog posts was due to difficulty promoting pain point SEO content in communities, as it is intended for Google, not casual browsing on social media. Immediate traffic from communities was useful for getting the post in front of people and accelerating linking and Google ranking.
Paid Facebook promotion and link building proved a winning combination for every client. Ad spend came from the company’s budget, not the clients’. The company tested cold audiences, lookalikes, and retargeting visitors for initial traffic.
Link building through a partner agency improved rankings and conversion potential. Pain point SEO posts gained both early and long-term traffic from Facebook and organic search.
Working with Leadfeeder taught the company to shift content and promotion strategy and measure success with leads. Testing, iterating, and focusing on what works is necessary for results.
Pain point SEO is the main strategy for SaaS companies, accelerating traffic and leads for multiple clients.
Innovative B2B marketing strategies
Have you ever experienced the frustration of posting an ad on social media platforms and feeling like it’s drowning in a sea of similar ads?
It’s a common feeling, and I’ve certainly felt it too.
But don’t worry, you’re not alone in this. What you need is an out-of-the-box marketing strategy that can help your ad stand out and get noticed.
To inspire you, I’ve compiled a list of innovative and successful B2B marketing strategies that you can draw inspiration from and create something unique of your own.
Fortify Software’s Innovative B2B Marketing Strategy: Creating a Non-Existent Country Called Hackistan
One of the innovative marketing strategies for B2B is from Fortify Software.
They ran a campaign that lasted for a year and had ads in all the marketing channels. The campaign continued through to the RSA trade show, where they had a main campaign landing page called discoverhackistan.com.
Fortify Software, a security software company, came up with a brilliant idea to create a non-existent country called Hackistan, where all the hackers lived.
The website was designed like a tourism bureau or an educational institution website. You could either go on a touristic path or sign up for classes on hacking.
Their print and digital ads had a Hackistan map with different sections for the dark web, social security numbers, cyber attacks, and more. On the website, you could explore each “city” and meet the natives, aka the hackers.
At the trade show, the president of the country was walking around hyping up “Visit Hackistan.” The ads and web experience were funny and memorable.
You could see them everywhere! It was super cool for an otherwise boring tech niche.
Maximizing Customer Data: The Key to Innovative Retention Strategies and Financial Success
Another Innovative strategy is to utilize the data you have collected from your current clients to create personalized profiles and offer product x-sells.
This approach not only strengthens customer retention but can also lead to significant financial gains and accolades.
Take for instance a business that had a variety of clients and had amassed a wealth of data on them. By creating infographic-type profiles for each client and providing additional product recommendations, they were able to impress their customers with the extra value they received.
This creative retention strategy was a huge success, earning the company millions of dollars and even a few awards to boot.
In today’s competitive business landscape, finding ways to stand out and keep customers coming back is crucial. By using the data you already have and providing personalized experiences, you can set your business apart and achieve great success.
