Atte Sallamo’s Post

In B2B marketing, what “makes” ✅ or ❌ “breaks” the performance of campaigns? For sure you have many screws one could tighten, like… 👉 Experimentation 👉 Branding 👉 Demand gen 👉 Goal setting, etc. Or the truckload of other fancy words, abbreviations and flavour of the season tricks that all play a role in successful B2B marketing. But if I had to elevate one above the rest it would be your audience. Yes, the QUALITY of your audience. Why? Because all of those other mentioned things are rendered useless if your message never finds the right set of eyeballs that needs to see them. Studies have shown that in paid advertising campaigns, creative contributes roughly 70% of the performance (hence, A/B-testing is crucial). However, if your “killer ad” never reaches the set of eyeballs and 🧠 that need to be influenced by your message, then all that marketing effort (and budget) goes to waste. In this sense, while many of your marketing “levers” can propel the growth of your B2B company, it’s good to realise their hierarchy of importance, and think which precedes each. So just saying, working on your audience is such a fundamental tool for growth that it’s worth to not only do it well once, but even revisit from time to time. A few ways to work on your audience are to define the: ✅ TAM (total addressable market) ✅ ICP (ideal customer profile) ✅ TAL (target account list) ✅ Buyer Profiles ✅ Buyer Segments And getting these in shape takes effort, where both the B2B marketing and sales teams sit around a table and talk about: where’s the REVENUE at SCALE to be found. Ps. My question for you here is: How do you ensure alignment between your sales and marketing teams?

Lets bust B2B marketing myths because outdated beliefs won't drive your ROI. 🐝 Here are seven common myths in B2B marketing that often mislead companies: 🧠 B2B Buyers Are Completely Rational Many believe B2B decisions are solely based on logic and data. However, emotional factors like trust, brand reputation, and personal benefits play a significant role in the buying process. B2B buyers are human and can be swayed by feelings just as much as facts. 🚴♂️ Long Sales Cycles Mean Less Need for Marketing Some assume that because B2B sales cycles are lengthy, marketing efforts don’t need to be continuous. This is false—consistent marketing keeps potential clients engaged throughout the long decision-making process and ensures your brand remains top of mind. 📢 Content Marketing and social Isn’t as Important in B2B Many think content marketing is more effective in B2C, but for B2B, it’s vital. High-quality content like white papers, case studies, and blogs help educate potential clients, establish authority, and nurture leads. Platforms like LinkedIn, Twitter, and even Instagram are crucial for B2B companies to build brand authority, engage with prospects, and showcase thought leadership. 🤺 B2B Marketing Should Only Target Decision-Makers While targeting executives is important, focusing solely on them ignores the influence of other stakeholders in the purchasing process, such as researchers and technical advisors. A broader marketing approach is more effective. 🐻 Branding Doesn’t Matter in B2B It’s often thought that B2B is all about the product, not the brand. However, strong branding differentiates your company from competitors and builds trust, both of which are key in industries where products may seem similar. Debunking these myths can help B2B companies create more effective and nuanced marketing strategies. ♻ Reshare with your network and follow Kelly Mackenzie 🐻❄️ for more content on brand building and marketing.

B2B sales funnel! a clear pathway of promotion to conversion

Brace for Impact: The B2B Marketing Revolution! Buckle up, folks! 2023 is signaling a power-shift in B2B Marketing. And 2024 - it's not just about revising your playbook. It's a REVAMP! Here's the skinny. It's no longer about: - Spraying and praying with cold calls - Endless email campaigns that fall on deaf ears - Throwing money at ads that miss their mark Instead, let's lean into: - Authentic and compelling content campaigns - Energetic social selling - Smart, targeted ad spends - Purposeful outreach Why? Because the B2B landscape is transforming! Today's B2B buyers are self-educated, relying on content and communities. Discourses rarely seen outside of B2C are creeping into B2B. Ads only yield results when they pack a punch with both creative and copy. And yes, AI has made email less effective, but ABM? That's still a gamechanger. For early and growth stage start-ups, it's time to embrace this playbook revolution. Here's the breakdown: 1. Content is KING! Redefine your marketing strategy with content as its beating heart. Your audience reacts to WHAT they see and HOW they perceive you. Deliver value, not just noise. You're probably producing 20x less content than you should. Time to ramp it up! 2. Be SOCIAL! People buy from people. Shift your paradigm to social selling, by investing in social media engagement, building your own communities, and maximizing your employees' networks. In 2024, the best B2B brands will be thriving in these social spaces. 3. Paid Ads: More Bang for Your Buck Get your ace content in front of more eyeballs. Use your ads to solve problems and flaunt your solution. Then let 'book a demo' campaigns take the wheel. 4. Account-Based Outbound: The Way Forward 2024 dictates a shift from industry-based to account-based methods. Buyers should be all around you, visible in a wave of leaders consuming your content, accounts signaling buying interest, potential buyers within your community, and engagers on social media. 2024 will not be 'business as usual'. This playbook derived from my hands-on experience, experimentation, and research is a step towards a bolder future. Let's reshape the B2B marketing terrain together. Be part of the game-changing conversation!

Came across this infographic on the marketing function in b2b #saas . It's fascinating to see a visual that captures the complex, ever-evolving buyer journey we navigate daily. Especially insightful is how it stresses the alignment of marketing with sales and #customersuccess to ensure we're not just creating demand, but also effectively guiding customers through each of their purchasing decisions. It's a great reminder of the intricate dance we perform in B2B marketing! #B2BMarketing #BuyerJourney

Eight pillars of Full-Funnel B2B marketing: 1. GTM STRATEGY - Goals - Focus market segments & clusters - ICP & qualification - Customer research and buyer journey patterns - Core programs to influence buyer journey and drive revenue - KPIs & metrics - Messaging - Team alignment 2. AWARENESS Awareness = buyers from ICP accounts know why you're worth considering as a solution to a specific problem they have. Develop awareness with: - Detailed guides - Expert content on social about top buyer challenges - Guest posts and podcast interviews on target niche media - Sponsorship & collabs with communities, influencers & creators - Educational events, webinars, round tables - Relationships on social 3. DEMAND GENERATION Demand generation = making your target buyers believe your product is one of the best possible solutions for their needs. Demand is generated through: - Clear messaging on how you're different and worth buying - Detailed case studies and customer use cases divided by verticals or jobs-to-be-done - Practical overview of solutions to typical challenges and use-cases (natively featuring your product) 4. DEMAND CAPTURE Buyers that are ready to buy will reach out to you. Work on making that process frictionless. Keep nurturing with relevant product marketing, social proof and relevant CTAs with - Ads on high-intent channels and retargeting - Product-related content hubs - Product-related webinars - Product-related free email courses and nurtures - Progressive profiling and personalized offers - Buyer interviews 5. ACCOUNT DEVELOPMENT Here, we collect all the available information about the needs, goals, KPIs and challenges of the individual buyers, and map the value proposition and content to accounts and buyers. Based on these insights, we create and distribute personalized solutions, effectively creating 1:1 account-based marketing. 6. PIPELINE ACCELERATION Marketing works with sales to accelerate the buyer journey of the stale deals, and re-engage the target buyers. 7. CUSTOMER SUCCESS & ADVOCACY After winning a deal, the real relationship only starts. Make sure to accelerate time to value, onboard core users, and get a positive case study asap. Whenever you see they get results, invite them for a debriefing call. You can create a case study and get insights about key initiatives + validate upsell hypotheses. 8. EXPANSION AND RENEWALS Most B2B companies never do it and just passively wait until the client requests more licenses (or churn). But in a SaaS model, the vast majority of revenue growth comes from retention and expansion. That's why, after successful implementation, we can start working on expansion, and later renewals. --- Andrei and I've been talking about Full-Funnel B2B marketing for years. This summer we decided to accumulate our 2x19 years in B2B and write a book. If you'd like to be among the first readers and provide us feedback, let me know, and I'll add you to beta readers list.

As social Media switches away from advertising, SEO and high quality content will only get more important.

In B2B marketing, it's easy to forget that behind every business decision is a person with unique challenges, emotions, and needs. Whether it's a CEO, procurement manager, or engineer, understanding the human element is crucial. Across industries—be it manufacturing, healthcare, or professional services—connecting on an emotional level can significantly impact your strategy. 📜 Scroll through our top tips carousel for key insights on creating more impactful B2B marketing strategies: 💬 Set Clear Business Objectives: Whether it's increasing brand awareness, driving website traffic, or boosting sales, your marketing plan should align with your business goals. 💬 Deep Dive into Your Audience: Understand who specifies your products, their job roles, what they read, and where they go for information. Detailed insight allows you to craft messages that resonate deeply with your target audience. 💬 Leverage Market Insights: Know the trends, seasonal shifts, and events that matter to your audience. This knowledge will help you time your campaigns for maximum impact. 💬 Understand Your Competition: A clear picture of your competitors' strategies helps you identify gaps and opportunities. How do they position themselves? What’s working for them, and what’s not? Use this information to sharpen your approach. 💬 Craft a Tailored Marketing Plan: Whether it's through trade PR, Content, for example, Linked In or industry forums, Industry events or direct marketing, your messages should be tailored to meet your audience where they are. 💬 Communicate Value, Not Just Features: It’s not just about selling a product; it’s about building relationships by delivering value and solving problems. 💬 Timing is Crucial: Whether launching a product at a trade show or pushing content during peak engagement times, timing can make or break your campaign. 💬 Invest Wisely: Allocate your budget based on what will drive the best ROI for your goals. Whether it’s brand-building or direct lead generation, ensure your spending is strategic and measurable. 💬 Measure and Adapt: Use metrics to learn what works and what doesn’t, allowing you to refine your approach and improve results over time. 💬 DIY or Call in the Experts? Knowing your audience and buying patterns is key, as is understanding the channels and the messages that best suit them. Website and digital analytics will provide data, and help you understand interactions, but knowing when to bring in professional help can amplify your efforts and drive success. At Gough, we're committed to empowering our clients with the insights they need to connect with their audiences on a deeper level. By focusing on the people behind the businesses, you can create marketing strategies that resonate, engage, and ultimately drive results. Share this post with your network if you found these insights valuable — let’s start a conversation about the future of B2B marketing.

Let's talk B2B marketing, shall we? B2B marketers are always hustling hard! Truly. On one hand, we build those massive funnels that B2C folks love. But we’re also like matchmakers, crafting unique experiences for our top target accounts, sparking one-on-one chats with sales reps, and solidifying our connections with our best clients. In the B2B world, buying decisions are complex. We have to win over multiple decision-makers, beat tons of competitors, and consider a variety of metrics. Plus, with B2B buying going digital, the number of buyer interactions keeps growing. This means B2B marketers can’t just talk product features and benefits with their target audiences. We need to offer solutions to different problems and pain points by leveraging a variety of channels that will put us on our buyer’s radar again and again. Cracking the code of B2B buyer experience is no small feat, but boy, isn’t it a game-changer in today’s business landscape? We’ll take a journey through the mind of the B2B buyer, from the first spark of interest to the final nod of agreement. The difference between B2B marketing and business-to-consumer (B2C) marketing comes down to the audience. While a B2B company typically targets a specific subset of employees, such as accountants or CFOs, a B2C company will target consumers based on demographic groups or interests. Think of categories like middle-aged women or amateur golfers. B2B and B2C companies target the same people but for different aspects of their lives. That distinction is key. With increasing support for a healthy work-life balance, people are growing to ignore ill-timed content. So, a great B2B marketing plan isn’t just about targeting your ideal audience, it’s also about reaching them when they’re in the right headspace. My two cents for you. Have a great weekend guys!

It seems like in B2B marketing right now.... Everyone's shouting. Few are heard. Here are 7 steps for cutting through the noise with Demand Generation 1) Niche Mastery - This isn't about skimming the surface. - It's about knowing your audience better than your competition - It's about understanding customer problems more than they do themselves 2) Connect Your POV to Customer Goals - Share how your POV moves your niche toward their ultimate outcome - Make this connection clear in every piece of content. 3) Serve the Buying Journey - Map out the buying process. - Not yours—theirs. - Every touchpoint is an opportunity to educate & inspire. 4) Content Pillars Are Your Foundation - Answer the question, 'What do you want to be known for?' - Identify 3-4 core topics - These are your content pillars - Everything you write should tie back to these 5) Craft Content That Stands Out - Good content isn’t enough. - Aim for remarkable. - Content that educates - Provide a plan forward 6) Promotion is Key - Creating content is half the battle. - The other half? - Getting it in front of prospects. - Leverage all channels where buyers go to learn - Repurpose and reformat - If you said it, write it - if you wrote it, say it - Leverage paid for guaranteed delivery 7) Your Website as a Conversion Machine - Turn your website into a buyer enablement resource. - It's not just about traffic - It's about answering all their questions - Stop gaiting everything - Prioritize conversion around true hand-raisers The promise of true demand generation? - Higher quality leads -Less competition - Shorter sales cycles Demand generation isn’t a one-and-done deal. 👉It’s a commitment to understanding and serving your market better—day in, day out. 👉It's about creating a need 👉not just capturing it. Good luck! Your future customers are waiting.