Often times, B2B businesses can get quite lost in terms of marketing. If they are doing any marketing, it is usually pretty hap hazard and without a solid plan or process in place. In short, these companies lack a fully developed B2B marketing strategy.
B2Bs can lack the following fundamental marketing elements:
- No process in place
- No content calendar for preparing future content
- No blog
- No technology in place to automate marketing activities
- No content library to leverage for repurposing
- No visibility between marketing and sales
- No KPIs in place to measure marketing success (or failure)
How, then, can a B2B startup such as this get itself up to par with the requirements of a modern marketing machine?
First, we need to have a vision.
Vision for a Developing a B2B Marketing Strategy & Plan
- Align with sales to fill pipeline
- Execute automated outbound email programs
- Track leads in the system to identify potential customers
- Create a content machine that will establish thought-leadership and bring traffic
- Create a library of collateral that will be gated in order to bring inbound leads
- Work with a content creation company to allow us to scale content creation across channels
- Nurture inbound leads through automated programs
- Sync a CRM and Marketing software to have more efficiency and visibility between marketing/sales
- Establish KPIs and goals that are measurable. Regularly keep track of them to make sure they are being met, or figure out how to optimize
In order to meet this vision, a B2B startup must employ some of the tried and true strategies and tactics that make up what we know as modern marketing.
While this may seem overwhelming for a company with a small marketing team, or no marketing team at all, it is not impossible.
Strategies for B2B Startup Marketing
A blog is your company’s main outlet to communicate with your potential (and existing) customers. It is the voice of your brand, but also a tool to establish thought-leadership. If you don’t have a company blog yet, you need to start one now.
Your blog strategy should focus on how to entice your target customers to not only visit your site once, but continue to return time and again. It’s likely that the first time they visit, they are not necessarily in “buying mode.” However, if you are able to establish yourself as a thought-leader in the space, when the time comes, your company will be at the top of their mind.
Getting an audience for your company’s content is hard; it doesn’t happen over night. One great strategy to help speed up the process is to tap the power of someone else’s.
Guest posting is when you write content to be submitted on another person or company’s blog.
Why would you do this? Why would you provide someone else with something for free?
- White Papers
- Case Studies
- Other Gated Content
- Keyword Prospecting
- Link Building
- Promoted Social Posts
- Display Ads
- Google AdWords
Social Media Channels
- LinkedIn (For B2B)
- Facebook (Both B2B and B2C)
- Twitter (Both B2B and B2C)
- Instagram (Mostly B2C)
- Snapchat (B2C)
- Pinterest (Both B2C and B2B)
- Landing Pages (With Forms)
- Newsletter Sign Up on Blog
- A/B Testing Calls to Action
- Exit Intent Popups
- Outbound Lead Prospecting
- Inbound Lead Generation
- Nurturing Leads in the Funnel
- Automatically Qualifying Leads
- Passing Marketing Qualified Leads to Sales Funnel