Kelly Foster’s Post

There's a huge gap in B2B marketing today. It's driven by product teams that push for features and benefits messaging, and by sales teams that push for promotional offers to get pipelines filled quickly. As a result, companies struggle with prospect indecision. Potential buyers can't tell one product from another. And companies end up spending heavily on Google Ads and other programs with low ROI. The fact is, unlike our B2C counterparts, many B2B companies have neglected their brands. This is partially due to performance targets defined by short-term metrics. And with this focus on demand generation, the art of branding is all but forgotten. The problem is that by focusing solely on demand generation and campaign-based marketing, we degrade the relationships we're trying to build in the industry. Emails, cold calls, popup ads, and even gated content interrupt prospects without offering real value. Now, I'm not suggesting we abandon demand generation. But building a brand and creating value first will make your campaigns much more effective. 🎯 #branding #b2bmarketing #b2bmarketingstrategy

This is why your B2B Marketing isn't working. Introducing the B2B Hierarchy of Needs. The concept is simple. If what you're doing isn't working, look down the pyramid: 1. You can't 'growth hack' if you have poor tactical execution. Before you get creative with platforms, get the basics right. 2. Your campaigns won't be successful without the right audience, positioning & pricing. You can generate all the leads in the world but if you're offering a 5 year contract and your competitors offer monthly rolling, you're going to have a sales conversion problem. 3. You'll never know if your audience, positioning and pricing is right without clear internal alignment & targets. Even if you nail your marketing mix, if your stakeholders aren't happy with the outcome, then we're all screwed. 4. If you've nailed all of the above and it's still not working. It's time to look at the product. #B2BMarketing

A B2B marketing campaign is launched with high hopes. The team is prepped and the budget is set. Everything goes live: cold calls, emails, ABM ads. And then... silence. It’s like shouting into the void. Every tactic, every channel, every effort—falling flat. Everything is done ‘right,’ but nothing is working. Is B2B marketing missing the mark?

What Do Top-Performing B2B Marketers Do Differently? Six Things That Might Surprise You #MarketingProfs #MarketingTips #MarketingStrategy

Are you looking to enhance your B2B marketing strategy? It's time to debunk some common misconceptions and separate fact from fiction. Let's dive in! Misconception 1️⃣: B2B marketing is all about numbers and data. While data-driven decisions are crucial, it's essential to remember that behind every business transaction, there are people. Building meaningful relationships and understanding your target audience's pain points is equally important. Misconception 2️⃣: B2B marketing is only for large corporations. This couldn't be further from the truth! Whether you're a small financial consultancy or a multinational bank, B2B marketing can help you reach your target clients effectively. It's all about tailoring your messaging and value proposition to resonate with your specific audience. Misconception 3️⃣: B2B marketing is a one-size-fits-all approach. In reality, every organization has its unique challenges and goals. Your marketing strategy should be customized to address these specific needs. Personalization is key to standing out in a crowded marketplace and capturing the attention of decision-makers. Misconception 4️⃣: B2B marketing is all about selling products or services. While generating leads and driving sales is undoubtedly important, B2B marketing goes beyond that. It's about establishing your brand as a thought leader, providing valuable insights, and positioning yourself as a trusted advisor in the industry. Now that we've debunked these misconceptions, it's time to take action! Evaluate your current B2B marketing strategy and identify areas for improvement. Are you truly connecting with your target audience? Are you leveraging personalization and thought leadership? Remember, B2B marketing is a dynamic landscape that requires constant adaptation. Stay informed about industry trends, market research, embrace innovation, and never stop refining your approach. #B2BMarketing #FinancialServices #DebunkingMisconceptions

Navigating the world of B2B marketing? It’s more than just another task—it's a strategic journey. 🚀 When I first dove into B2B marketing, I thought it was all about quick wins and immediate results. But here’s the truth: true growth happens over time. Here’s what I’ve learned: 1️⃣ Master the Basics: Content marketing, social media, email campaigns, paid ads, and PR – they’re the backbone of effective B2B strategies. Each plays a crucial role in building a solid foundation. 2️⃣ Play the Long Game: Unlike B2C, B2B isn’t about one-off transactions. It’s about nurturing relationships and proving your value consistently. Embrace the marathon, not the sprint. 3️⃣ Stay Strategic and Flexible: Your audience is unique, and so should be your approach. Continuously adapt your strategy to meet their evolving needs and expectations. In B2B marketing, it's not just about making noise; it’s about making a difference. Stay committed, keep refining your approach, and let your results do the talking. Need support on your B2B marketing journey? I'm here to help you tackle any challenges you face! #B2BMarketing #MarketingStrategy #LongTermSuccess

This idea will change how you think of your marketing efforts in the B2B space. It is called the 95-5 rule and involves a complete mindset change in how you view your present and long-term efforts to achieve success in your industry. The 95-5 rule illustrates that 95% of your potential buyers are unprepared to purchase today. These individuals are currently "out-market" but will transition to "in-market" at some point. The other 5%, however, are in the market to buy and are actively searching for a solution to their needs right now. This leads you to have a two-fold strategy. One in which you have your efforts geared towards both those in the buying mode now and setting yourself up for success for the rest of your audience who aren't ready yet but will be one day, and you need to make sure you are top of mind when that time does come. Regardless, in both cases, your B2B brand needs to have the mental space in your audience's head that your name outperforms the rest of the competition because you were there at the right place, at the right time, with the right solution. So, don't expect immediate results when you launch your next lead gen or conversion campaign. It takes time, patience, and endurance to make it in this space and a lot of effort to get that 5% to engage with your work. But by gearing your ad dollars and media work to the 95% in building brand awareness and creating a community that interacts with each other, your long-term chances of success skyrocket and make that pipeline much easier once the 95% becomes the 5%. #b2b #b2bmarketing #b2bsales

In the fast-paced world of B2B sales, a solid multi-channel marketing strategy is vital to staying ahead of the competition. Engaging prospects across multiple platforms can significantly boost both customer retention and revenue. Here’s why multi-channel marketing is a must for B2B companies: 📧 77% of B2B buyers prefer being contacted through email, but they perform 12 online searches before engaging with a brand. 🔄 Companies with multi-channel strategies retain 89% of their customers, compared to 33% for those using only one channel. 📈 Multi-channel campaigns lead to 166% higher engagement rates and increase conversion rates by 24%. 💼 64% of B2B firms plan to increase their investments in multi-channel marketing, reflecting the strategy’s growing importance. 🚀 Businesses using multi-channel marketing are 23x more likely to exceed their revenue targets. It’s time to diversify your marketing approach and engage your audience wherever they are! 🌍 #b2b #multichannel #salesenablement

B2B Marketing: Rethinking the Focus? Liam Moroney's recent Martech piece [https://lnkd.in/g9kDC4MX] hit the nail on the head for me. Having been in the B2B Marketing trenches for 8+ years, I've seen the lead gen game in most of its glory (and frustration). As the common adage goes, "Marketing is a marathon, not a sprint," but somehow, short-term accountability has now become the finish line. Maybe it's the pressure to show ROMI, but could we be missing the bigger picture? An earlier piece by Scott Vaughan [https://lnkd.in/gBe7pz8h] offers a refreshing perspective: maybe engagement is the key. Do you think B2B marketing needs to focus more on building a strong brand than just lead gen? Would love to hear your thoughts! 🙂

Mastering the art of B2B marketing and sales requires a comprehensive understanding of the buyer's journey, strategic marketing tactics, effective sales approaches, and a commitment to continuous improvement. Read our latest article to learn more.