5 B2B Marketing Tactics That Will Fuel Success in 2021

  • Why businesses need to allocate more money and resources to marketing
  • How to get a head start with planning your 2021 marketing initiatives
  • What specific marketing tactics will actually work, especially in the B2B space
  • Why growth hacking shouldn’t be overlooked
  • B2B organizations only allocate 5% of their budget to marketing, despite the consistent stream of quality leads and results. In order to hold marketing accountable for revenue contribution, executives really need to start thinking about not only allocating more funds to marketing but doing so — especially if the ROI is there.
  • The average MQL to SQL conversion rate is 13%. In my opinion, this number needs to be much higher and what this tells me is that the misalignment between sales and marketing can certainly be costly to any B2B organization. So nailing down processes is going to be a huge win for closing more deals.
  • 46% of B2B companies plan on increasing their content marketing spend within the next 12 months.
  • 7 in 10 B2B buyers watch videos throughout their sales journey.
  • 89% of B2B researchers gather information about potential purchases through the Internet.
  • Before interacting with a website, the average B2B buyer conducts 12 different online searches.

Getting a Headstart With Your 2021 Marketing Initiatives

As the saying goes, “Failing to plan is planning to fail.” No different than if you were planning to train for a marathon, planning your marketing initiatives needs major TLC in order to accurately forecast what success will look like in the new year and how you’ll make it happen.

  • Present a clear case that is data-backed for your marketing budget in Q3.
  • Know exactly which tactics are already moving the needle for you and where you can push the throttle even more.
  • Build your marketing strategy off of a template that can easily be edited and refined until approval is made among the entire leadership team.
  • Create your marketing campaign and editorial calendar up through Q2 of 2021 so you’re clear on which executions need to take place, along with their associated due dates.
  • Stop trying to do everything in-house because you’ll find it difficult to find fluid experts in all of the digital marketing executions needed. Yeah, I’m sure this sounds biased given that I run a successful B2B marketing agency, but you should outsource certain executions because should you choose the right agency to partner with, you will see a huge win with time, quality, cost, and ultimately results.

B2B Marketing Tactics That Work

One of the biggest misconceptions about the B2B space is that every piece of creative, communication, and content has to be professional. You can actually have fun with all of this and make bolder decisions if you realize that people buy from people, not companies.

1. Email Marketing

  • Segmentation by persona. Let’s say you are selling a B2B SaaS product that offers a freemium model, trial, and paid. The way you segment content to each of the personas within these buckets, as well as their lifecycle stage, is going to help you better understand what’s going to make them become a paid customer and what you can do to also help retain them.
  • Have a relevant and clear CTA. Personalized calls to action convert 202% better than default calls to action. Don’t use a standard CTA across all emails. Instead, make it relatable and relevant to each persona, by lifecycle stage, and by behavior.
  • Diversify your content. Figuring out the path to becoming a paid customer is important and during that process, your content should be valuable and help them along the way.

2. Digital Advertising

In order to make sure your digital advertising efforts are driving qualified leads in the door for sales, you have to make sure that you nail down messaging, creatives that resonate and drive engagement, and you’re testing the different channels you know your target customers are active on.

Leverage Existing Email Lists

One of the greatest things about digital ad targeting today is that you are able to more easily find new prospects by uploading existing email lists to some of these social media platforms. Facebook is the best example here. According to its step-by-step guide, you can upload a customer list in a CSV or TXT file to the platform. From there, you can target ads to that custom audience. Perhaps the more intriguing option, however, is to use that new custom audience as a basis for a lookalike audience, which lets you find new people who share similar behaviors and interests with your current customers.

Take Advantage of Conversion Tracking Pixels

This is a simple, yet absolutely critical tool that can inform your future social media ad campaigns. Pixels are essentially small bits of code that you can add to your website and online campaigns. They present you with detailed information about your users’ online behaviors, which you can then incorporate in your future campaigns.

Make Sure to Exclude Irrelevant Audience Members

Much of the discussion in online ad targeting focuses on finding that particular group of warm leads that will substantially increase your conversion rates and sales. That said, equally as important is avoiding audiences that are not going to move the needle for your digital marketing goals.

3. Content

Similar to my thoughts with email — being intentional is more important than just publishing new content — you can know what will trigger your potential customers to engage with your content assets. Developing an editorial calendar around their needs and pain points is going to yield better results than just creating fresh content for SEO or because it’s what you intuitively think will work.

  • Chatbots — these are a no-brainer IMO. By 2021, $4.5 billion will be invested in chatbot technology. Once someone lands on your website, you give them a way to interact directly with you. Check out Drift to figure out how you can use this for yourself.
  • Interactive quizzes — 93% of marketers say that interactive content is a great way to educate buyers, especially when potential buyers will consume content prior and be 70% of the way down the funnel before reaching out to a sales rep.
  • Blog posts — nothing new here. Just as I mentioned above, make sure you leverage tools to help you figure out what potential customers are searching for online and how you can position your blog topics to align with their searches. More specifically, companies that have active — as well as relevant — blogs generate 67% more leads than those who don’t.
  • Guides and eBooks — these are all about value and going into detail about the problems you solve, as well as positioning your value proposition clearly. Consider adding in stats and actionable insights. A/B test where you can, especially with CTAs.
  • Webinars — 73% of B2B marketers say a webinar is the best way to generate high-quality leads. Similar to the content you provide in detailed guides and eBooks, webinars are a great and interactive way to engage with prospective customers on the spot. Plus, you have the ability to be more visual and this will help drive engagement.

4. Make LinkedIn Your Best Friend

When most think of social media, they think about just making LinkedIn connections or direct messaging a prospective customer. Truthfully, these tactics do still work sometimes, but not as easily as they used to. The space itself has become so busy as many are getting inundated with pitches daily. In order to stand out, you have to consider the following methods:

  • Join relevant LinkedIn Groups and interact with others in your industry and even those you would target as customers. Be authentic here. It’s not about just sharing your own content.
  • Repurpose content via LinkedIn Articles, personal updates, and DMs.
  • Get creative and run ads promoting your expertise through your company page, problems you push to solve, and why you’re the best to work with.
  • Reshare content assets from your website and tag relevant companies and individuals.
  • Be consistent. It can be easy to get discouraged because you may not be seeing the immediate results or engagement you want but know that Rome wasn’t built in a day. Consistency is the only clear way you know you’ll see results from the efforts you put in.

5. Growth Hack Your Way to the Top

Testing as much as you possibly can is what makes digital marketing remarkably effective. One of the biggest challenges clients deal with when they come to me for marketing help is that many of their campaigns and initiatives are sitting idle. In other words, not much is being tested to see what really moves the needle.

  • Identify your KPIs and how they align with overall business objectives
  • Designate a clear way to track and measure your KPIs
  • Create a testing schedule that is reported on weekly and monthly
  • Have a place where you can easily review data sets and even present them on the fly

Wrapping It Up

It can be easy to get caught up with the newest and coolest trends in marketing while losing sight of what will work. Marketing in general is straightforward, especially when it comes to revenue generation. Of course, it’s great to look hip and cool if that’s the persona you want to give off, but it’s even more important to ensure business objectives are met.

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Suttida

Suttida

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Entrepreneur. Raising a business and babies. Avid blogger. Digital marketing enthusiast. Love to get shit done. Learn more: suttida.com