4 Building Blocks for B2B Marketing

By Nick Price

Technology is making new B2B marketers, and taking them to new places, and this new era of B2B requires an evolved mindset. From rethinking leads to developing content for buyer personas, here are four tips for marketers to improve the foundations of their practice in the new wave of B2B. 
Generate High Quality Leads. Everyone knows that B2B is all about lead generation, but not everyone knows how to do lead generation well. It is important to assess your program and know which methods of lead generation are getting prospects to convert, and which are not, and then plan accordingly. Eliminate wasteful methods like cold calling and dedicate your teams to the channels that work for your firm. Content marketing, emails and direct mail may be effective.
Simplify Your Landing Pages. The majority of B2B buyers go to search when they are looking for a new service or product, so your landing pages are your first chance to make a great impression. As a B2B marketer, your goal should be to create content that speaks to their needs and helps them better understand and solve their problems. Complex landing pages with massive forms are a big turn off and will likely lead your prospect clicking somewhere else. Make your landing pages simple, clear and be sure to include a call-to-action that is simple for the reader to activate.
Avoid Content Marketing Pitfalls. Focus on quality and not just quantity. Don’t just publish tons of blog posts without having a strategy. Good copy requires research, proofreading and in-depth analysis. It is also important to publish consistently, so that you can cultivate your relationship with your clients. When developing content, it is important to think about your audience and write to inform, and entertain, that buyer persona.
And remember, content doesn’t end once you hit publish. Savvy content marketers analyze which posts are generating traffic, which white papers are seeing the most downloads and which videos are going viral. Understanding the data can help inform the types of content that you spend time developing or decide to scrap.
Make the most of buyer personas. Buyer personas allow you to identify which kinds of behaviors lead to conversion. You can target prospects based on these data points and develop personas of your ideal audience. Focus on 3-5 persona types, any more can be overwhelming and can miss the point. One size does not fit all when it comes to content. Target your content for your specific buyer personas. Focus on the three most profitable personas. Develop content for this audience and create drip campaigns to draw prospects in.
Be sure to speak with real customers to help understand what their issues are and how your product is helping them accomplish these problems. This means spend some time with sales and get out of the office to attend industry events. Use these insights to develop your personas and develop content accordingly.
And remember that the people that make the buying decisions are often not the same people that will use your product. Different players within an organization often have different agendas, and motivations, and you should be mindful of the varying personas. Develop messaging that speaks to the varying influencers.
B2B is evolving and in order to succeed, your business must evolve too.

Nick Price

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