I believe we would call it the opposite of a convincing LED. Nobody wants to hear that phrase anymore, I know that. While this may be the case, it is an inevitable truth that our world looks and looks very different after a globally disruptive pandemic.
Expert business and marketing leaders are already proactively planning for the future. They assess what has changed over the past year, analyze trends and indicators, and optimize their strategies to thrive in a developed economic and social environment.
We are here to help. Read on for research and recommendations to help equip your B2B organization for maximum success.
5 Keys to Success in the Brave New World of B2B Marketing
If the last year has taught us something, surprises are expected. However, this does not mean that marketers cannot plan wisely. While we may still have a period of change, the redesigned business environment is in the spotlight.
The basics remain the same: increase awareness, increase trust, increase loyalty. Be the best answer. Provide a customer experience that is distinctive.
But how we deal with these things is not the same. Here are some key areas I recommend prioritizing and optimizing.
1 – Rethink marketing events and experiences
Personal events gradually return to some degree, but even if you appreciate the networking and advertising opportunities these events offer, it’s not a smart move to wait.
Think about how you offer the experience, and double the digital connection. Collaborate and organize friendly parties in the same way as partner organizations bring to life physical events. Bring influencers to your audience in a new way by making them keynote speakers.
As hybrid jobs are likely to be a permanent reality, great attention will be paid to creating equal opportunities and shared experiences for both remote and local workers. We should think of the same paradigm for audiences and business prospects, because traveling to meetings or industry events is much less common for a long time, if not forever.
2 – focus on doing some great things
No company has unlimited resources. Spreading chips too sparingly results in a right-hand performance. Instead, decide where you really want to stand out and focus all your energy on it.
Recently, ours Joshua Nite wrote how to create a podcast that rises above the noise. He rightly points out that there is at the same time huge appetite for format, there are also an amazing number of options. The stakes are high to break through.
The set of steps suggested by Joshua is not overly complicated, but it still requires real investment – time, budget and creativity. In TopRank Marketing, we have seen how our customers and many other B2B brands achieve great results through podcasting, but this requires a harmonized vision and full outsourcing.
The same goes for marketing influencers, building communities, capturing video / live broadcasts, or creating any content resource for your audience.
If you are not going to do it right, why bother?
3- Leadership Thinking: The Face of the Franchise
In sports, “franchise face” means a superstar player who is more broadly associated with fans by their team. They sell sweaters and tickets. The marketers of these teams play these magnetic attractions wisely in promotional materials.
I’m not saying your CEO is Mike Trout. But corporate executives have a reason to get where they are, and for many brands, it can be helpful to raise the voices of their esteemed executives.
Management opinion management is a rapidly growing strategic focus, and for good reason. According to LinkedIn*:
- 86% of people say they expect CEOs to talk about societal challenges in public
- 56% of professionals say that the presence of a company manager on social media positively influences their purchasing decision?
- 66% say they would be more likely to recommend a company or brand if they followed the company manager on social media
We’ve said this before, let’s say again: people do business with other people, not with brand logos. When leaders are active and forthright in their perspectives and comments in the field, it helps to put a human face behind the company’s values and expertise. This was important for customers before the pandemic, and it will certainly be even more important after that.
“The pandemic has forced everyone to run their business, from doctors to data centers,” said Ken Brown, Nvidia’s director of corporate communications. said VentureBeat. “After years of fear and uncertainty, people are looking for those who clearly understand how technology can recover and offer exciting new opportunities. Thought guidance is even more important during these transitions to show the way forward. “
Our CEO and founder Lee Odden recently shared his knowledge on why and how effective thought management is You can broadcast on LinkedIn with marketersand also compiled a list 20 ways to increase management credibility and thought leadership here on the blog.
4 – Bring more context to your content marketing
People are less and less affected by sales and marketing messages that do not speak directly to them or affect their situations. Now, having suffered the dam of endless “unprecedented time” jargon, the need to break through with a clear, meaningful and relevant message is more important than ever.
Leadspace recently gave a contextual marketing primer on your blog, where Jim Hopkins describes the approach as “taking segmentation and personalization and putting it on steroids”. It is the transition from packaging products and services – even in a personalized way – to solving very specific problems for different segments of your audience. Making it a reality requires sophisticated analysis and implementation of customer data and a strategic commitment to quality over-quantity when it comes to business prospects. (Just like with marketing tactics, through Tip # 2.)
Not every company needs to implement a full service ABM strategy, but success in B2B through broad general messaging is becoming increasingly difficult.
5 – Increasing marketing as a key driver of growth
In March Janet Bali published an excellent article in Harvard Business Review 10 truths about post-pandemic marketing. They are all insightful and precise (and many support the recommendations above), but the latter is what strikes me the most:
The old truth: Marketing is important for growth.
The new truth: Marketing is at the heart of the entire C-set growth plan.
“Covid-19 has created an immediate collaborative management culture that focuses on the urgent need for resilience,” writes Bali. “Marketing now has the opportunity to play a continuing central role in this dialogue, thereby leading the organization’s broader growth and innovation agenda.”
Do not allow this opportunity to slip. Now is the time for marketing to take the lead and drive the business forward with strong customer data and a central focus on the customer experience.
If you are eager to implement your marketing growth and innovation agenda and are looking for help to take things to the next level, we can help. Contact TopRank Marketing and let’s talk.
* Disclosure: LinkedIn Marketing Solutions is a TopRank marketing client