Paul Slack’s Post

Interesting stats in this MW’s State of B2B Marketing survey for SMEs & Enterprise related to why 53% of marketers don’t feel marketing is understood. 35-40% (SME & large) said their company’s approach is not fit for purpose when it comes to lead gen. When we say not fit for purpose, here’s the approach I’ve seen that’s common and ineffective: - Relying on (often generic) gated content pushed out via paid social ads - Bidding too broad on Google ads attracting irrelevant noise - Only relying on lead gen forms be it paid social or content syndication - Heavy reliance on low quality automation at scale - Brand sponsorship spend without measuring effectiveness 33% say their tactics aren’t changing. This is madness. It shows how many marketers are just going with the motions to not irk their managers. Likely fear of being let go for not playing along. This is a company culture issue; not having developed the right mechanism for honest feedback. 44.2% of respondents claim their business doesn’t understand the value of a long-term strategy. How come executives aren’t investing in a long term view of growth? From what I’ve seen: - Limited resources provides an impression long term strategy isn’t an option - Leadership sets ambitious goals without understanding implementation timelines - Goals are set without clear targets, they are high level but ambiguous in terms of measurement But who says a long term view is actually advangetous? So there’s some research on this. Companies focusing on long-term value creation actually perform better: - Longer term planning: 130% revenue growth (vs. 77% for short-term) - 212% earnings growth (vs. 92%) 42.7% say senior leadership do not appreciate the complexity of the sales cycle. Leadership is under the gun with managing investor / shareholder expectations. The mechanics of how to influence the sales cycle is poorly understood by non-marketers. This is visible with the increased priority of generating leads. 70% said generating leads is a bigger focus than it was 3 years. But leads aren’t qualified prospects. More low intent leads isn’t going to drive growth or help you hit targets. Overall - looks like businesses are going the opposite direction further away from their desired outcome.

2024: This is the hardest process in B2B Marketing: 1. Understand your total market 2. Gather intent to identify active accounts 3. Publish content for passive and unknown accounts 4. Deploy ABM and social selling for accounts with intent It's simple in theory. But this process is incredibly hard for 3 reasons: - You need a system to gather intent - You need to be patient (can't use short term tactics) - You need to learn new tactics (Content, ABM, Social Selling) Plus there are no secret tools or hacks to implement it. I've studied this context a lot in the past 2 years. And I came to a simple conclusion; the core pillar of intent-based B2B marketing is content. 1. Content marketing is the best program to get known and trusted Your prospects are more likely to have buying intent if they a. know, b. understand and c. trust you. With the right formats, content helps you to reach those 3 objectives at scale (awareness, comprehension, trust). 2. Content engagement is a pillar of the intent gathering system Content consumption from your audience leads to signals (engagement, comments, signups, shares, questions, forwards, etc). You can't extrapolate an intent to buy based on 1 signal. But if a CMO enjoyed all your content for the past 6 months, you know you can DM them. 3. You always win with (good) content Aggressive direct marketing tactics can have a bad effect on your brand. On the other hand, (good) content always bring positive effect. Even if you can't gather intent based on content, you'll at least increase authority and inbound leads. *** That's why I've decided to focus my course on B2B content marketing. I also cover social selling and ABM in module 4. (The waitlist is open nowhttps://bit.ly/3wUUKH7). Follow me Pierre Herubel for daily content marketing tips

B2B vs. B2C Marketing: Know the Difference to Rock Your Campaigns! Ever wondered why some marketing messages just don't resonate? You might be mixing up your B2B and B2C strategies! Let's break it down so you can nail your next campaign. 🚀 Here's the scoop on what sets them apart: Audience: B2B targets businesses, while B2C speaks directly to consumers. Decision-Making: B2B involves multiple decision-makers and a longer sales cycle, whereas B2C is often driven by individual impulse buys. Messaging: B2B focuses on logic, ROI, and building relationships. B2C leverages emotions, lifestyle, and instant gratification. Channels: B2B thrives on LinkedIn, industry events, and webinars. B2C rocks social media, influencer marketing, and eye-catching ads. Content: B2B leans towards case studies, white papers, and webinars. B2C loves engaging videos, catchy slogans, and shareable posts. The Bottom Line: Understanding these key differences is your superpower! Tailor your message and channel to your specific audience, and watch your marketing soar. Whether you're selling software to businesses or sneakers to consumers, knowing who you're talking to is the key to success. 🗝️ Let's chat! What's your biggest challenge when it comes to B2B or B2C marketing? Drop a comment below, and let's brainstorm solutions together! 👇 buff.ly/43Bg9kT

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.

This is the concept of total market as explained by Pierre Herubel and how to reach it. Check it out.

I love intent-based marketing because of search intent keywords used for finding resourceful content. Pro Tip: Segment your 📧 emails to “last 7 days” or “last 30 days” to retarget your campaign with a segmented email that keeps them proactive.

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!

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!

I just came across this informative content shared by Pierre Herubel and couldn't resist sharing it with my network! 🎉 This post gives insights about organising your B2B Marketing in 2024🚀 Thanks for sharing, Pierre Herubel! Let's continue to support each other! 💪 #Inspiration #Leadership #Growth #LinkedInCommunity

🚫 If your marketing discussion starts with channels, it’s planned to fail. 🚫 Successful marketing isn’t about choosing the right channels first; it’s about understanding your customers deeply, identifying their needs, and crafting a compelling strategy around that insight. Channels come later, as the vehicle to deliver your message effectively. Start with your audience, their journey, and the value you provide. The rest will follow. #marketing ---