Paul Denham’s Post

As for B2B marketing, email marketing should be used in conjunction with other useful strategies like account-based marketing (ABM). ABM involves triaging potential accounts and optimizing your marketing strategy to target the accounts that are likely to be most valuable. #MarketoEngage #AdobeRTCDPB2B

As a B2B marketer, it's easy to get caught up in metrics, campaigns, and lead generation. But one of the most powerful and often overlooked strategies is investing in strong relationships with your clients and partners. Here are 8 key benefits of focusing on relationships in your B2B marketing efforts: - Strong relationships foster loyalty, repeat business, referrals, and positive word-of-mouth. - Positive interactions and trust result in higher customer satisfaction, retention, and reviews. - Customers are more likely to buy from businesses they have a good relationship with that increases the sales. - Collaborating with trusted partners boosts credibility and reinforces brand perception in the competitive B2B. - Partnerships provide access to new markets and customer segments through expanded networks and influence. - Collaboration enables the pooling of resources, knowledge, and specialized skills that leads to innovation and cost savings. - Strong relationships create avenues for promoting complementary offerings to existing customers. - Coordinated marketing efforts with partners increase visibility and create compelling campaigns. The bottom line is that relationships are the foundation of success in B2B. By investing in your client and partner relationships, you'll see the benefits in your marketing metrics and bottom line. What are some ways you focus on relationships in your B2B marketing strategy?

Do you want an easy way to improve your B2B marketing communications from website copy to email campaigns to LinkedIn posts to press releases and much more? Eliminate buzzwords from your vocabulary! You blend in by using buzzwords such as “leverage,” “transformation,” “digital transformation,” “empower,” “insight” and others mentioned below. You sound everyone else. Recipients roll their eyes because they’ve heard the BS so many times before. Not only do buzzwords fail to differentiate but they also fail to get through the filter that your target audience uses to screen out unimportant messages like those that have buzzwords in them. Buzzwords like “innovative,” “revolutionize” and “actionable” confuse the decision-making portion of the brain. Simple, clear language is the only way to communicate effectively with decision-making portion of the brain which is primitive according to Neuromarketing and barely understands words. “Insight” is an example of a good word ruined by overuse. In the Business Intelligence market, nine of the leading 19 companies position around the notion of “insight” or “insights.” Every company in every market uses “insight” and “insights” on a regular basis. It’s as if “insights” are everywhere. Therefore, I think “insights” is the most overused buzzword in B2B software and technology marketing. “Insights” nudges out “transform” in my opinion as the most over used buzzword although way too many companies are claiming to be “transformational” in one way or another without explaining how they do it. That’s because they can’t! Here is how I rank buzzwords by either how much they are used or how much BS they convey: ·        Insight or insights ·        Transform or transformation ·        Revolutionize ·        Leverage ·        Empower ·        Actionable ·        Disrupt or disruptive ·        Game changer ·        Cutting edge ·        Next generation ·        Holistic ·        Synergy ·        Innovate or innovative ·        Robust ·        Scalable ·        Agile What would you add or subtract from the list? #buzzwords #B2B product marketing #B2B marketing #B2B messaging

As a B2B marketing consultant, I'm always closely monitoring insights and trends of buyer behaviour, and one recent insight from research that stands out is this... 💡 Buyers are taking longer to commit to purchases, with *75% of B2B marketers noting this shift (up from 67% last year)💡 This change underscores the importance of patience and strategy in your marketing efforts. Here are a few of my thoughts on what you can do as a B2B business... 🛣️ Understand your buyer's journey forensically The decision-making process is more complex than ever. It's crucial to map out the buyer's journey and identify touchpoints where you can engage effectively. 👑 Content is king Providing valuable, relevant content that addresses potential pain points can help nurture leads over time. Think free mini-courses, case studies, and insightful blog posts, as well as repurposing your content on platforms like LinkedIn. 📱Leverage digital channels With 93% of B2B marketers finding LinkedIn the most effective platform for content distribution, it's time to double down on your social media strategies. Engaging with prospects where they are is essential. 🤝 Build relationships Focus on relationship-building rather than immediate sales. Authentic connections can lead to trust, which ultimately drives conversions. B2B marketing and sales is a constantly shifting landscape and insights like this enable us all to adapt our strategies accordingly. Are you finding it's taking longer to convert prospects into customers? Are you finding you need to work twice as hard to convert the same level of sales? *According to Forrester’s Marketing Survey, 2024

Why performance branding is at the frontier of B2B marketing. Lead generation is often seen as the ultimate goal in B2B marketing. But the idea of 'performance branding' offers a more balanced approach and the key to longer-term success. https://lnkd.in/exx6Asb4

Simple strategies for B2B marketing teams to stand out: 1. Simplify your messaging. Wayyyyy too many B2B orgs overcomplicate their messaging and it ends ups watering down what you are truly great at. In B2B SaaS? Highlight the differentiating features your product has and why they matter (e.g. the value they bring the User). In Industrial? Showcase tangible outcomes and benefits your product offers — increased up-time, process improvement (make it tangible... what does that MEAN?), money saved? 2. Build community. Use email and social to stay engaged with your audience. The more visible your brand, the more opportunities you have for new conversations. The more conversations your have, the more your pipeline grows. 3. Integrate your sales and marketing teams. We talk about the Revenue Team a lot. It's the umbrella that covers the sales and marketing functions — two teams that don't always work in lock-step in B2B. When the Revenue Team is working efficiently you'll see better quality leads and pipeline and a faster time to close. I'll link an article in the comments about it. 4. Market like a consumer brand. Marketing is about telling stories and driving engagement. Add in some personality to your marketing. Use video, tell stories, and be creative. Sure, you may not have the same audience (or budget) as Red Bull, but you can take inspiration from strategies like theirs — like telling customer stories (e.g. case studies) or talking about your product (e.g. video demos or product tours) in an inspiring and creative way. ---- Note: I said simple... not easy. I'm here to help - DM to chat.

Pardon the soap box: As critical as lead generation is within B2B marketing, we are in danger of over-rotating on "activating names" that fit an ICP profile, while short-changing the need to build brand awareness & brand understanding. By generating leads without a focus on building brand understanding (e.g. what, why a company does what it does - and why it matters to the ICP), B2B companies end up with, yes, big lead and MQL lists that look good on a dashboard but with poor conversion, often left to the BDR or Sales teams to work and activate: a losing game for what is often a high-turnover team with minimal investment in ongoing training. Not to mention prospects who are very hard to engage "live". It's time to relook at how B2B prospects research and buy (hint: it looks a lot like B2C). Good article that highlights some of this:

It's time to rethink B2B marketing... Lead generation tactics may feel precise, but they neglect the vast majority of your potential market. Focus on building long-term demand with 'performance branding'. 💡 Key takeaways from the article: 1) 95% of buyers aren't actively in the market. Lead gen can't create demand where none exists. 2) Build 'mental availability': Make your brand the first that comes to mind when needs arise. 3) Performance branding leverages the 'RMB' framework: Reach your whole category, Message around entry points, and Brand consistently. Ready to drive long-term growth? Read the full article here => https://lnkd.in/gkGXhrt9

B2B Marketing in 2025, Should focus on these 3 essentials: 🔵 1 Awareness Channel: Where is your audience (for B2B, LinkedIn, Webinars, etc.). 🟢 1 Nurturing Method: What is the simplest way to capture email addresses (e.g., lead magnets). 🔴 1 Conversion Tactic: The most effective way to book demo requests or calls (think “PUSH” emails). ❌ Most strategies are overloaded with SEO, paid ads, webinars, trade shows, and more—leading to scattered efforts ✅ Simplify to maximize impact. Here’s what works for me: 1️⃣ LinkedIn Takeover Build visibility, show credibility, and define your offering through ads or organic posts. Videos and images work really well. The goal? Slowly dominate your niche. 2️⃣ Lead Magnets Quarterly campaigns using guides, playbooks, or webinars to collect 500-1000 targeted emails, turning organic views into leads. 3️⃣ PUSH Emails Relatable, story-driven emails that address problems, showcase customer success and drive action. These convert better than “salesy” pitches. This approach has delivered results across industries like finance, healthcare, retail and more. 🎯 In 2025, focus less on doing everything and more on doing a few things but doing them well. What are the few things that work well for your ICP that you will focus on?

📊 ROI in B2B Marketing: Beyond the Buzzwords 💡 Anyone working in B2B marketing knows that measuring ROI is no easy feat. It’s like trying to debug code—sometimes it works perfectly, and other times you’re staring at a screen wondering what went wrong. At Genius Software, we’ve learned that tracking ROI is about more than just counting leads or clicks. Sure, those metrics are nice, but they don’t tell the whole story. It’s about understanding the full customer journey and how it translates to actual business value. For example, did that webinar lead to a meaningful conversation with the decision-maker, or did the email campaign just add a few more unread messages to their inbox? 📧 Here’s how we approach it: Aligning Metrics to Goals – If your goal is lead generation, track those leads, but don’t forget to track how many of them are genuinely qualified. Attribution Models – Get granular. Not all touchpoints are equal, and not all campaigns will convert right away. Sometimes it’s the second or third touch that seals the deal. Long-term Value – ROI isn’t just about quick wins. It’s about nurturing relationships and understanding the lifetime value of your customers. I always say: Measuring ROI in B2B is like writing code—once you get the formula right, it’s smooth sailing. But until then? It’s a lot of trial and error. 😂 So, when evaluating your next campaign, remember: Look beyond the surface. The true value is often in the long-term impact and the relationships you build, not just the instant results. What’s your favorite way to measure ROI in your campaigns? Let’s talk strategy!