#image_title You’ve spent countless hours developing your product and are now eager to share with your B2B buyer persona its many features. But after investing in your marketing campaign, they’re unengaged. What went wrong? The five magic words of selling are a simple truth of marketing: “What’s in it for me?” The average B2B buyer persona doesn’t care about all the ground-breaking features of your offering. All they care about is how it benefits them. This is the heart of the classic dilemma of features vs benefits in marketing. And while many may believe it’s more relevant to B2C, it s ..read more

Until recently, B2B companies could win plenty of business by relying on in-person meetings, follow-up calls, and conferences. Purpose-driven brands were more reserved in the B2C space because B2B vendors relied more so on the sales team to create a sense of authenticity. But the digitalization of the economy has changed that. The B2B buyer’s journey is highly fragmented, relying heavily on digital tools to research vendors and make purchasing decisions. Most B2B buyers have almost finished the buying journey before they reach out to a sales rep. As such, B2B businesses need to think differen ..read more

The B2B buying journey is becoming increasingly complex. Recent research shows that B2B buyers engage in 27 interactions, on average, during the buying journey, an increase of 93 per cent since 2015. Moreover, 60 per cent of B2B purchases involve groups of four or more people. However, B2B marketing metrics have not been able to keep up with this growing complexity. As a result, many B2B marketers struggle to demonstrate their effectiveness. And this isn’t just about being able to take credit where you feel credit is due. It’s vital to have a clear understanding of which marketing efforts are ..read more

As you set out to grow your B2B marketing plan, it becomes quickly apparent that there is an almost innumerable amount of digital marketing tools at your disposal. Social media, email, SEO, web design—all these categories have their own respective pools of apps you can use to manage your campaign. However, this can quickly become overwhelming. FOMO starts setting in. You feel like you need to take advantage of as many options as possible so as not to leave any stone unturned. But now you’re stretched thin and underperforming. Where did it all go wrong? Don’t worry. Let’s get your B2B marketi ..read more

In the previous post on this series on B2B growth, we discussed social selling and how it’s a powerful tool to build trust with your buyer persona as well as provide insight for personalization. In this post, we’ll discuss more on using data for personalization in this case for outbound marketing, and how it can complement your social selling strategy. Intent Data In previous posts in this series, we’ve emphasized that B2B buyers are performing most of their research online before they reach out to a sales rep. Another way to address this challenge is by using intent data. In a word, intent da ..read more

The trend toward a buyer-centric digital model for B2B has accelerated over the last two years. Gartner estimates that 80 per cent of B2B sales interactions will happen in digital channels by 2025. B2B buyers increasingly expect to deal with vendors at their convenience. Social selling is an ideal solution because sellers can authentically connect, engage, and nurture relationships. By embracing social selling, B2B vendors can improve customer relationships, shorten sales cycles, and generate more leads. Where the Action Is Even before the pandemic, Millennials represented nearly 60 per cent o ..read more

In the last post in our B2B growth series, we discussed demand generation and why it must precede B2B lead generation. So, in this post we’ll talk about taking that next step and how B2B marketers can identify prospects and convert them into leads. MQLs to SQLs A good demand generation and content marketing strategy will be ready to turn interested visitors into marketing-qualified leads (MQLs) throughout every level of the buyer’s journey. There are a few ways of identifying MQLs such as: Repeated visits to your website Filling out forms Downloading content Signing up for an event A list of ..read more

In the previous post in this series, we discussed growth hacking vs growth marketing, and why the latter is better for B2B growth because it embraces a long-term approach for sustainable results by taking the time to invest in the brand and its buyer persona. In this post, we’re going to discuss demand generation, what it is, why it’s important, and relevant growth marketing strategies. What Is Demand Generation? Demand generation builds brand awareness and credibility to engage an audience, so lead generation can then engage this audience directly. Before generating leads, a B2B vendor must f ..read more

#image_title You’ve spent countless hours developing your product and are now eager to share with your B2B buyer persona its many features. But after investing in your marketing campaign, they’re unengaged. What went wrong? The five magic words of selling are a simple truth of marketing: “What’s in it for me?” The average B2B buyer persona doesn’t care about all the ground-breaking features of your offering. All they care about is how it benefits them. This is the heart of the classic dilemma of features vs benefits in marketing. And while many may believe it’s more relevant to B2C, it still ..read more

As you set out to grow your B2B marketing plan, it becomes quickly apparent that there is an almost innumerable amount of digital marketing tools at your disposal. Social media, email, SEO, web design—all these categories have their own respective pools of apps you can use to manage your campaign. However, this can quickly become overwhelming. FOMO starts setting in. You feel like you need to take advantage of as many options as possible so as not to leave any stone unturned. But now you’re stretched thin and underperforming. Where did it all go wrong? Don’t worry. Let’s get your B2B marketing ..read more