B2B marketing campaigns can be challenging to execute, especially when you have a tight budget and high expectations. However, there are some creative ways to stretch your budget and still achieve your goals, without compromising on quality or impact. In this article, we will share some of these strategies and how to implement them in your B2B marketing plan.
One of the most effective ways to save money and time in your B2B campaign is to repurpose your existing content for different platforms, formats, and audiences. For example, you can turn a blog post into a video, a webinar into a podcast, or a case study into an infographic. This way, you can leverage your content assets and reach more prospects with minimal effort and cost.
Unless your content was extremely iconic and memorable, chances are nobody will remember your content. So not only can you repurpose your existing content, you can also re-use your original assets. For example, you can probably use your video promoting your hotel ballroom from 5 or even 10 years ago, provided there were no major renovations or notable facelifts. The nature of B2B products especially in some industries is that they don’t change very much. Hence, it is very possible to re-use and re-purpose your existing content, resulting in plenty of cost savings. ??
Focus on a platform that has shown better results than the rest: Pool in all of your budget into one single platform and stop investing on several platforms at once. Also, try out some of the places you have not explored. For example, marketplaces or industry-specific directory listings to drive better outcome.
Repurposing content is a great way to leverage multiple platforms, and it’s super easy. Use an AI tool like Bard or ChatGPT and give it your content pice. Then with a simple prompt like, “now rewrite this content and optimize it for LinkedIn”, you have your repurposed content in seconds.
Another way to stretch your budget is to co-market with partners who share your target audience, values, and goals. Co-marketing can help you increase your exposure, credibility, and leads, while splitting the costs and responsibilities of the campaign. For example, you can co-host a webinar, co-create an ebook, or co-sponsor an event with a partner who complements your offer and adds value to your audience.
Finding a relevant partner with a similar audience is a great way to make your budget go further. No matter what partnership opportunity you choose to leverage (event, content, webinar, promotion), you essentially get 2 x the leads at half the cost if you split the budget and do lead sharing. This is an amazing lever to pull to piggy back off larger companies with more 'clout' if and when you have something unique to bring to the table for them.
Testing and optimizing your campaigns can help you improve your performance and ROI, while avoiding wasting money on ineffective tactics. You can use tools like Google Analytics, HubSpot, or Mailchimp to track and measure your campaign results, and identify what works and what doesn't. Then, you can adjust your budget allocation, messaging, channels, and design accordingly, and focus on the most profitable and engaging elements of your campaign.
There are many free or low-cost tools that can help you create, manage, and promote your B2B campaign, without compromising on quality or functionality. For example, you can use Canva to design your visuals, Loom to record your videos, Buffer to schedule your social media posts, or SurveyMonkey to collect feedback from your audience. These tools can help you save money and time, while enhancing your campaign's appearance and performance.
There are so many free or cheap tools you can use now to improve your efficiency and result. The Google suite has always been a key tool for marketer. With the use of AI almost every area now has apps to help your role. From copy and design, to performance and search
Segmenting and personalizing your audience can help you increase your conversion and retention rates, while reducing your acquisition costs. By dividing your audience into smaller groups based on their characteristics, behaviors, and preferences, you can tailor your campaign messages, offers, and channels to their specific needs and interests. This way, you can deliver more relevant and valuable content to your prospects, and build stronger relationships with them.
Cross and upsell can work too. As acquiring new customers inherently are up to 2x costlier to acquire. Focussing on LTV another way to optimize your spend. Net new target should be hunted through abm approach.
User-generated content (UGC) is any content created by your customers or fans, such as reviews, testimonials, photos, videos, or social media posts. UGC can help you boost your credibility, awareness, and engagement, while saving you money and time on content creation. You can encourage your audience to create and share UGC by offering incentives, creating contests, asking questions, or featuring their content on your website or social media platforms.
When it comes to B2B strategies, investing in a robust CRM platform is crucial. Platforms like Salesforce and Adobe Suite offer powerful features that allow businesses to automate personalized messages based on customer behavior, track responses, and deliver custom-made answers. By analyzing your audience and leveraging these tools, you can understand customer needs, optimize campaigns, and achieve better outcomes. It's important to remember that technology alone is not enough. To truly succeed, you need a skilled analytics team that can interpret data and extract actionable insights. Additionally, empowered account managers equipped with the right tools can effectively solve customer needs.