Adapting Your Marketing for the B2B Buyer Revolution

Tech startup founders often find themselves in unfamiliar territory when it comes to marketing. Those with engineering or product development backgrounds might be tempted to rely on conventional wisdom or advice from investors to guide their marketing strategy. However, the B2B landscape has undergone substantial changes, and what worked a decade ago is no longer effective.

The Shift in B2B Buying Behavior

The way businesses buy from other businesses has transformed dramatically in recent years. Traditional marketing playbooks - cold calls, trade show booths, and interruptive ads - are losing their effectiveness at an alarming rate.

David Meerman Scott , author of "The New Rules of Marketing and PR," notes, "The way people buy has changed, but the way many companies sell has not." This disconnect is at the heart of the challenges many B2B companies face today.

The Rise of Self-Serve Information

Today's B2B buyers are more self-reliant than ever. According to a study by Gartner , B2B buyers spend only 17% of their time meeting with potential suppliers when considering a purchase. Instead, they spend the bulk of their time researching independently online.

Dharmesh Shah co-founder of HubSpot , puts it succinctly: "Today's buyers don't want to be sold to; they want to be educated." This shift means that when potential customers reach out to your sales team, they're often already well-informed about your product and your competitors.

The Impact of Dark Social

One of the most significant shifts in B2B buying behavior is the emergence of what marketing leaders now call "dark social." The term, coined by Chris Walker from Refine Labs, encompasses the myriad of channels where potential customers gather information and make decisions—places that traditional marketing attribution cannot track.

Dark Social channels include:

• Content platforms like podcasts and YouTube
• Social networks such as LinkedIn , Twitter , and Facebook / Meta
• Private communication channels like Slack , DMs, and text messages
• Third-party events and peer-to-peer discussions

Ann Handley , author of "Everybody Writes," emphasizes the importance of these channels: "The best marketing doesn't feel like marketing." Content shared through dark social often feels more authentic and trustworthy to potential buyers.

The Attribution Dilemma

For data-driven founders, this change in buyer behavior presents a significant challenge. How do you measure the effectiveness of your marketing efforts if traditional attribution models are broken?

Avinash Kaushik , Digital Marketing Evangelist at 谷歌 , addresses this issue: "We need to move beyond last-click attribution. It's like giving all the credit to the last player who touched the ball before a goal, ignoring the ten other players who made it possible."

This disconnect between attribution data and reality underscores the need for a new approach to measuring marketing effectiveness. It's no longer enough to rely solely on what your CRM or marketing automation platform tells you.

Embracing the New B2B Reality

So, what should tech startup founders do in light of these changes? I use several strategies to expand markets for companies in competitive spaces, starting with Gary Vaynerchuk 's advice to create valuable content beyond just posting regularly. To leverage organic social, start here:

• Develop a content calendar: Plan your content in advance, ensuring a mix of educational, entertaining, and promotional content.
• Engage authentically: Respond to comments, participate in discussions, and build relationships with your audience.
• Leverage different content formats: Experiment with text posts, images, videos, and live streams to see what resonates with your audience.
• Use platform-specific features: To maximize engagement, take advantage of features like LinkedIn Articles, Twitter Spaces, or Instagram Reels.
• Encourage employee advocacy: Train your team to share and engage with your company's content, expanding your organic reach.
• Rethink event strategy

Sangram Vajre 's suggestion to focus on smaller, more intimate events can be implemented through:

• Hosting industry roundtables: Gather thought leaders in your industry for discussions on pressing issues.
• Organizing exclusive dinners: Invite key decision-makers from target accounts for networking and soft-pitch opportunities.
• Creating virtual events: Develop webinars or online workshops that provide value to your ideal customers.
• Sponsoring niche conferences: Instead of large trade shows, look for smaller, more focused events that your target audience will likely attend.
• Developing a VIP customer program: Offer exclusive events and experiences for your most valuable customers, encouraging loyalty and word-of-mouth marketing.
• Optimize high-quality lead processes

To implement Aaron Ross 's advice on treating high-quality leads like gold:

• Develop a lead scoring system: Create criteria to identify your most valuable leads.
• Implement a rapid response protocol: Set up systems to ensure quick follow-up on high-quality leads.
• Personalize your approach: Tailor your outreach based on the lead's industry, role, and specific pain points.
• Provide immediate value: Offer relevant resources or insights in your initial contact.
• Train your sales team: Ensure they can handle high-value leads with the right knowledge and approach.
• Balance advertising spend

Neil Patel 's recommendation to focus on message and content before amplification can be achieved by:

• Conducting thorough audience research: Understand your ideal customer's pain points, preferences, and online behavior.
• Developing a content strategy: Create a mix of top-of-funnel, middle-of-funnel, and bottom-of-funnel content.
• A/B testing ad creative: To optimize performance, experiment with different messages, visuals, and calls to action.
• Implementing retargeting campaigns: Use ads to re-engage people who have already shown interest in your content or product.
• Leveraging lookalike audiences: Use your customer data to find similar prospects on advertising platforms.
• Look beyond traditional attribution

To implement Avinash Kaushik 's advice on multi-touch attribution:

• Implement marketing automation software: Use tools to track interactions across multiple touchpoints.
• Develop a custom attribution model: Based on your unique customer journey, create a model that assigns appropriate weight to different touchpoints.
• Use UTM parameters: Implement UTM codes on all your links to track the source of your traffic more accurately.
• Conduct regular attribution audits: Review and adjust your attribution model based on changing customer behaviors and marketing channels.
• Integrate offline touchpoints: Find ways to connect offline interactions (like phone calls or in-person events) with your digital attribution model.
• Embrace content atomization

Content atomization is a strategy not mentioned earlier but crucial in the current B2B landscape. Jay Baer , founder of Convince & Convert, says, "Content atomization is taking a strong content marketing platform or theme and executing it in many, strategically sound ways."

• Start with pillar content: Create comprehensive guides or whitepapers on key industry topics.
• Break it down: Turn sections of your pillar content into blog posts, social media updates, infographics, or short videos.
• Tailor for platforms: Adapt your content for different social media platforms and audience preferences.
• Repurpose across mediums: Turn written content into podcasts, webinars, or video series.
• Update and refresh: Regularly revisit and update your content to keep it relevant and valuable.

By implementing these strategies, tech startup founders can better align their marketing efforts with the new realities of B2B buying behavior. The key is to provide value at every touchpoint, build relationships, and meet your potential customers where they are in their buying journey. This approach generates leads and builds trust and credibility in your brand, setting the foundation for long-term success in the evolving B2B landscape.

The CEO's Role in Modern Marketing

Perhaps the most challenging aspect of this new reality for tech founders is the need for personal involvement in marketing efforts. Many successful tech CEOs have embraced this role.

Adam Robinson , CEO of Retention.com , is a prime example. His regular LinkedIn posts not only boost the company's visibility but also provide valuable insights to potential customers and partners.

Similarly, Rand Fishkin , founder of SparkToro and former CEO of Moz , has built a substantial following through his blog posts, videos, and social media presence. He argues, "In the world of B2B, especially for startups, the founder often is the brand. Your voice, your insights, your story - these are powerful marketing tools."

Adapting Your Marketing Strategy

Given these shifts in B2B buying behavior, how should you adapt your marketing strategy? Here are some key considerations:

1. Content is king, but context is queen

Creating valuable content is just the first step. To truly leverage content marketing, you will want to:

Develop a content strategy: Map out your content to address different stages of the buyer's journey.

Conduct keyword research: Identify the topics and questions your audience is searching for.

Diversify your content formats: Create blog posts, whitepapers, infographics, videos, and podcasts to cater to different learning preferences.

Optimize for search engines: Implement SEO best practices to increase organic visibility.

Distribute strategically: Share your content on platforms where your audience is most active. This might include:

- LinkedIn: Share thought leadership articles and engage in industry discussions.

- YouTube: Create how-to videos, product demonstrations, or expert interviews.

- Podcasts: Start your own or guest on relevant industry podcasts to share insights.

- Email newsletters: Curate valuable content for your subscribers.

Remember, as Ann Handley says, "Good content isn't about good storytelling. It's about telling a true story well."

2. Embrace account-based marketing (ABM)

Steps to implement an effective ABM strategy:

Identify target accounts: Use data to determine which accounts have the highest potential value.

Create detailed account profiles: Understand each account's key decision-makers, pain points, and goals.

Develop personalized content: Create tailored content for each target account or industry vertical.

Align sales and marketing: Ensure both teams work together towards the same goals.

Implement targeted advertising: Use platforms like LinkedIn to deliver personalized ads to specific accounts.

Measure and optimize: Track account engagement and adjust your strategy accordingly.

3. Leverage social proof

To effectively use social proof in your marketing:

Collect customer testimonials: Regularly ask satisfied customers for feedback and permission to share their experiences.

Create case studies: Develop detailed success stories that showcase the results your product or service has delivered.

Encourage user-generated content: Set up hashtag campaigns or contests to encourage customers to share their experiences.

Display social proof prominently: Feature testimonials and case studies on your website, in email campaigns, and sales materials.

Leverage third-party review sites: Encourage customers to leave reviews on platforms relevant to your industry. Dr. Robert Cialdini , author of "Influence," notes, "We view a behavior as correct in a given situation to the degree that we see others performing it."

4. Invest in community building

To create a thriving community around your brand:

Choose the right platform: Select a platform that aligns with your audience's preferences, whether a Facebook group, Slack channel, or forum on your website.

Provide value: Share exclusive content, early access to new features, or special events for community members.

Encourage interaction: Pose questions, create challenges, or host AMAs to foster engagement.

Recognize and reward active members: Highlight top contributors or offer special perks to encourage ongoing participation.

Gather feedback: Use your community as a source of product feedback and ideas for improvement.

5. Personalization at scale

To implement effective personalization:

Develop detailed buyer personas: Create comprehensive profiles of your ideal customers, including their goals, challenges, and preferences.

Use intent data: Leverage tools that provide insights into what topics or solutions your prospects are researching.

Implement marketing automation: Use tools that allow you to trigger personalized content based on user behavior.

Segment your audience: Divide your audience based on industry, company size, or stage in the buyer's journey.

Create dynamic content: Develop content that automatically adjusts based on the viewer's profile or behavior.

Test and refine: Continuously A/B test your personalized content and refine your approach based on the results.

As Adele Revella suggests, true personalization goes beyond just using a prospect's name. It's about delivering content and experiences that truly resonate with their needs and interests. The key is to remain flexible and constantly reassess your approach. Peter Drucker famously said, "The greatest danger in times of turbulence is not the turbulence; it is to act with yesterday's logic." Stay attuned to your audience's evolving needs and behaviors, and be ready to pivot your strategy accordingly.

Measuring Success in the New B2B Landscape

With traditional attribution models faltering, how do you measure the success of your B2B marketing efforts? Here are some metrics to consider:

• Engagement metrics: Look at time spent with your content, social shares, and comments. These can indicate how valuable your audience finds your marketing efforts.
• Sales cycle length: If your marketing effectively educates prospects, you might see shorter sales cycles as buyers come to you more informed and ready to purchase.
• Customer acquisition cost (CAC): While attribution might be tricky, you should still track overall CAC. If your marketing is becoming more effective, you should see this number decrease over time.
• Net Promoter Score (NPS): Happy customers are likelier to refer others. A high NPS indicates that your marketing is setting the right expectations and attracting customers.
• Share of voice: Monitor how often your brand is mentioned in industry conversations compared to competitors. This can indicate the effectiveness of your content and thought leadership efforts.

TL;DR

The B2B buying landscape has undergone a radical transformation and tech startups that cling to outdated marketing strategies risk being left behind. By understanding the shift towards self-serve information, dark social media, and the importance of authentic, valuable content, founders can position their companies for success in this new era.

Remember, your customers' behavior has changed - it's time for your marketing to evolve. Embrace these changes, adapt your strategies, and focus on providing value to your potential customers at every stage of their buying journey. The future of your startup may depend on it.

As Seth Godin aptly puts it, "Marketing is no longer about the stuff that you make, but about the stories you tell." In the new B2B landscape, make sure your story resonates with your audience, provides value, and meets them where they are—not where traditional marketing says they should be.

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