You’re struggling to make your B2B marketing strategy work. What are you doing wrong?

Unclear marketing strategies 1. Trying to address MULTIPLE market opportunities 2. Looking for a problem AFTER building a solution 3. Lack of KNOWLEDGE about the target audience

As Yankee legend Yogi Berra once said "If you don't know where you are going, you'll end up somewhere else." The same is true of a B2B marketing strategy. It should have the following elements: A clear purpose, well defined target audience (business segment, title, attitudes, behaviors, needs, challenges), a clear value proposition stated in benefit-based terms and then reasons to believe that value proposition. Then you need efficient and effective delivery channels and KPIs / marketing effectiveness metrics that measure how well you are doing. Taking a test-learn-apply learning approach is helpful in terms of optimizing the marketing investment.

Adding clear, measurable goals to a B2B marketing strategy is like equipping a navigator with a map and compass—it guides the journey, informs decisions, and measures progress. For example, instead of a vague intention to grow, set a precise target of a 10% increase in qualified leads within six months through targeted content marketing and improved lead nurturing processes. This clarity enables focused strategy and resource allocation, ensuring every marketing action is purposeful and contributes to the end goal.

A big pitfall in strategy activation is how it's bridged into the practicalities of day-to-day marketing activity. To do this you'll need to think carefully about how what you have developed can be useful for your team and directly relevant to their roles. Your plans should be something they are excited to engage with as a way to enhance their work, not an abstract collection of Powerpoint slides that look great but just sit in a folder no-one uses. A good starting point to achieve this is to involve people who will be executing the strategy right from the start of the process.

To succeed in B2B marketing, it's crucial to have a deep understanding of your target audience. Failing to grasp their pain points, preferences, and decision-making processes can lead to ineffective strategies. Conduct thorough research to identify your ideal customer profiles, and tailor your messaging and approach accordingly. This will help you create content that resonates with your audience, engage them effectively, and ultimately drive better results in your B2B marketing efforts.

Direct Sales Vs b2b When you’re in direct sales, the person across the table is asking herself : - Has he understood my problem ? - Will what he’s offering, fix my problem ? -Will it help me save / make more money ? - Can I get a cheaper / better alternative elsewhere ? - Can I do without spending the money now ? In b2b, the questions become – - Is this risky ? - Will it increase my workload ? - Shall it make me look better than my colleagues ? - Will it earn me a raise, a bonus or a promotion ? - Will it please my boss ? In direct selling, the buyer and seller are primary stakeholders in the money involved. In b2b, they’re deciding for someone else’s money. Know the difference. Pitch accordingly.

You could be doing a million things wrong, but you only need to get a few right to make your B2B marketing strategy work -- and all of that starts with your audience. - Who are they? - What do they want? - Where do they spend their time? - When will you have the chance to get in front of them? - Why would they choose you over a competitor or what they're already doing? - How are you going to get them to buy from you? Start with getting clear answers to these questions. Figure out what words they use to describe their problems and solutions. Learn where *they* go to learn (community groups, newsletters, websites, events, etc.). Figure out how to meet them where they are, and guide them towards working with you. And do it for free first.

There’s a TON to know about target customers. However from my 12+ years in B2B SaaS, ONE factor is *most valuable* to know and has an *immediate* impact on sales: Buying triggers. The events that trigger your prospects to prioritise buying your service. If you sell accounting software, this could be a recent capital raise, M&A, global expansion, or change of leadership. Identify the unique triggers for your customers and business, then set up notifications so sales can reach out immediately when they happen. If you do it right, your prospects may even thank you for being so cognisant of their needs! In the end, it's all about knowing why your prospects buy AND striking when it's likely top-of-mind. Now go get those deals!

Most companies focus more on who they are and what they do than on customer needs. People prefer buying from businesses/people they know and trust. Companies can build trust by showing that they genuinely understand what problems their customers are trying to solve by creating detailed buyer personas. The Buyers' Journey map is a framework that depicts the stages each buyer persona goes through, from problem identification and vendor selection to proving. In a buyer-centric market, vendors need to focus on creating maps from the perspective of their buyers. It should contain detailed information on how each persona individually and all the personas together reach a buying decision to solve a business challenge.

?? Lost in the crowd? Understand your tribe! It's like throwing a party without knowing your guests. Dive deep into who your audience is, their needs, and pains. ?? Craft content tailored to your audience's preferences, language, and challenges. It's not about you; it's about them.

Everyone understands the need for a strong brand, but few know how to build one. For founders, I like to start with the basics: 1. Have a POINT OF VIEW. Remember why you started this company. Have an opinion on why your solution solves your customer’s problems 10x better than the status quo. 2. Have a clear VISION. What change in the world are you championing? What does it look like? Why does it matter? Why should people trust you to lead them there? 3. Collect customer STORIES, testimonials, and feedback; build case studies and proof of the transformation you’ve delivered. SHARE these stories to your audience consistently through social, videos, podcasts, demos, etc., and you've established your brand's foundation. Build up from here!

A common pitfall in B2B marketing is the lack of strong, consistent branding. Your brand encompasses much more than just visual elements - it is your company's core values, personality and the unique promise you offer customers. Ensure that your brand message and identity is consistent across all marketing channels. It needs to be memorable and clearly communicate what differentiates your business from the competition. A strong brand builds trust, fosters customer loyalty and establishes you as a thought leader in your industry.

?? Shine bright like a beacon! Imagine a flickering light in a storm; inconsistent branding creates confusion. Build a solid brand identity ?? Develop brand guidelines and stick to them religiously across all platforms. Consistency breeds trust and recognition.

If your content’s feeling a bit like yesterday’s leftovers, it’s time to spice things up. Think of your content as a buffet offering different flavors for different tastes and stages of the buyer's journey. From informative blog posts and deep-dive white papers to engaging videos and interactive webinars, variety is key. But don’t just churn out content for the sake of it. Quality matters. Every piece should offer value, whether it’s solving a problem, providing new insights, or making your audience’s day a bit easier. And remember, spreading your content across different channels increases your chances of catching the right eyes. Keep it fresh, keep it varied, and watch your audience come back for seconds.

If you're struggling to make your B2B marketing strategy work, there could be several factors contributing to the challenges you are facing. Here are some potential reasons why your B2B marketing strategy might not be yielding the desired results: 1. Lack of Clear Objectives 2. Inadequate Understanding of the Target Audience 3. Failure to Differentiate Your Offering 4. Insufficient Content Strategy 5. Misalignment Between Sales and Marketing 6. Ineffective Lead Generation and Nurturing 7. Poor Utilization of Data and Analytics 8. Lack of Effective Marketing Technology 9. Inadequate ROI Measurement 10. Failure to Adapt to Industry Trends 11. Limited Budget and Resources

?? Spice up your content kitchen! Just serving the same dish won't keep diners coming back. Mix up content types and flavors to keep your audience engaged. ??? Diversify your content buffet with a mix of blogs, videos, infographics, and more. Quality is the seasoning that keeps them hungry for more.

La mesure : un élément clé dans toute stratégie. Ancrée dans les gènes des financiers, acheteurs, responsables de prod, etc. elle passe encore trop souvent au second plan en marketing. Et bien s?r, qui dit mesure efficace dit choix des bons KPIs et de la bonne régularité (sans créer une usine à gaz !).

In my experience, metrics for success must be defined and agreed in advance. Treat feedbacks, verbal an non verbal cues as valuable. The key thing is to go into the market for feedback and out-of one's head Direct feedbacks from the client may be misleading if you don't guide them and dig deeper. Finally you must understand patterns from available data.

Imagine your strategy is like a ship sailing through uncharted waters. Without a navigation system or a map, you won't know if you're heading in the right direction. Similarly, without feedback and evaluation in your marketing efforts, you might be unaware of what's working or where improvements are needed. Feedback allows you to understand how your target audience is responding to your campaigns, which channels are effective, and where adjustments are required. It's like having a compass on your marketing journey. For instance, if you run a B2B email campaign but don't analyze open rates or click-through rates, you won't know if your message is resonating with your audience.

Conduct A/B testing on your marketing campaigns to understand what resonates best with your audience. This can be applied to email marketing, landing pages, ads, and more to optimize engagement and conversion rates.

?? Navigate with a compass of feedback! It's like sailing blindfolded; you need feedback to know if you're on course. Regularly seek feedback and evaluate performance. ?? Establish feedback loops with your audience and team. Analyze metrics to measure success and adapt strategies accordingly.

If your B2B marketing strategy isn't hitting the mark, it might be time to dive deeper into data and tech. The under-utilisation of data analytics and customer insights for decision-making is a common oversight. Relying heavily on assumptions without leveraging data to understand market trends, customer behavior, and the competitive landscape can hinder the effectiveness of marketing efforts. Additionally, not embracing technological advancements, such as automation tools for personalised marketing campaigns, can also impede the ability to engage meaningfully with your target audience. Prioritising data-driven strategies and technology integration can significantly enhance B2B marketing outcomes.

If your B2B strategy isn't working a lot of it could be misalignment with the audience or content. Channels are also very important. If you know your audience is in SMB don't look to a big analyst firm to be part of your strategy. It's also key not to lose sight of covering the basics like including nurture campaigns and integrated follow-up when executing on strategy.

When implementing a new marketing strategy, don't think only of the external audience: the customers or clients. Consider ALL the stakeholders. It starts internally with employees on all levels, then it can be rolled out to the customers in a credible way - making sure each touchpoint is consistent in bringing the new strategy to live.

Besides the other items mentioned here, it is good to verify how aligned your marketing strategy is with the broader company goals. If there is a disconnect, your audience will often pick up on that which can make your strategy look off the mark or become counterproductive. Another important aspect to look at is how well you have aligned the other teams behind your strategy such as the sales and product teams. Have you rallied the troops around your strategy? If marketing and sales are not aligned, you may generate leads that sales will not follow up on because they don't meet their criteria, resulting in wasted resources and potential lost revenue opportunities.

- Failure to Differentiate Your Offering: In a competitive B2B landscape, failing to effectively differentiate your offering from competitors can hinder your marketing success. Potential customers need a clear understanding of why your product or service is unique and how it can address their specific needs. - Misalignment Between Sales and Marketing: Lack of alignment between your sales and marketing teams can lead to disjointed efforts, missed opportunities, and miscommunication. A cohesive approach to sales and marketing integration is crucial for B2B success.