Katelyn Garfield’s Post

The Fastest Way to Make Your B2B Marketing Better 𝘼. 𝙏𝙝𝙚 𝙪𝙡𝙩𝙞𝙢𝙖𝙩𝙚 𝙜𝙖𝙢𝙚 𝙥𝙡𝙖𝙣: • Pinpoint your key target segments • Define the ideal customer profile and segment accounts • Do customer research and build a buyers journey • Craft your Value proposition and validate it. • Align marketing, sales, and executives on strategy and goals ****************************************** 🔽 🔽 🔽 🔽 🔽 🔽 🔽 🔽 🔽 🔽 🔽 🔽 ****************************************** 𝘽. 𝙂𝙚𝙩𝙩𝙞𝙣𝙜 𝙣𝙤𝙩𝙞𝙘𝙚𝙙. No matter your objectives, it all begins with raising brand awareness. Forget pricey ads, here are some superior alternatives: • Craft top-notch guides tailored to your niche keywords (not general ones) • Actively grow your network on target social platforms and showcase thought leadership • Public speaking, podcast features, guest posts, and co-hosted webinars for increased visibility • Engage with strategic communities and accounts 𝘾. 𝙂𝙚𝙣𝙚𝙧𝙖𝙩𝙞𝙣𝙜 𝙞𝙣𝙩𝙚𝙧𝙚𝙨𝙩. Interest emerges when you demonstrate your product's ability to achieve results or tackle specific problems. To spark interest, share detailed case studies through: • Create a cold content & ad layer to spread the word. • Manual and paid distribution targeting • Webinars • Newsletters 𝘿. 𝘾𝙖𝙥𝙩𝙪𝙧𝙞𝙣𝙜 𝙞𝙣𝙩𝙚𝙧𝙚𝙨𝙩. For optimal interest capture, establish an engagement threshold and intent data to start warming up strategic accounts. Passive methods won't cut it. Speed up the process with a buyer enablement program - content hubs featuring buyer-specific content + ongoing nurturing. 𝙀. 𝙂𝙚𝙩𝙩𝙞𝙣𝙜 𝙩𝙝𝙚 𝙗𝙖𝙡𝙡 𝙧𝙤𝙡𝙡𝙞𝙣𝙜. A gentle nudge is needed to activate strategic accounts. Social selling, personalized creative outreach, and phone follow-ups are your winning tactics. 𝙁. 𝙈𝙖𝙠𝙞𝙣𝙜 𝙘𝙪𝙨𝙩𝙤𝙢𝙚𝙧𝙨 𝙝𝙖𝙥𝙥𝙮. Once the deal is closed, nurture your new relationship. Aim to satisfy each customer and discover: • Their motivations for purchasing • Factors influencing their decision • Alternatives they considered 𝙂. 𝙎𝙘𝙖𝙡𝙞𝙣𝙜 𝙪𝙥. When you have a success story (your client reaches their goal), you should: • Publish a comprehensive case study • Implement deal expansion programs to boost revenue with existing accounts • Request referrals/introductions I'm crafting a guide and framework to elaborate on each full-funnel stage with examples. Any questions? I'd love to address them in the framework. #b2bmarketing #strategy #b2bsales

If you're running a B2B business, cold outbound is a marketing strategy worth considering. Here's why: 🎯 Direct Access to Decision-Makers: Cold outbound allows you to reach decision-makers directly, bypassing gatekeepers and facilitating quicker connections. 📈 Scalability: This strategy enables you to scale your outreach efficiently, targeting numerous prospects with personalized messages. 💰 Cost-Effectiveness: Compared to other marketing strategies, cold outbound requires a relatively low investment, making it accessible for companies of all sizes. 📊 Measurable Results: Cold outbound offers clear, trackable metrics, such as open rates, response rates, and conversion rates, allowing for continuous optimization. Not convinced yet? Here are some advantages and statistics: - 📈 High ROI: Cold emailing can yield a high return on investment. For example, a study by DMA found that email marketing can achieve an ROI of 3800% [DMA](https://lnkd.in/dCgsFGtP)]. - 🔗 LinkedIn's Impact: LinkedIn is a top platform for B2B marketing, with 80% of B2B leads sourced from the site [LinkedIn Marketing Solutions(https://lnkd.in/dPRvKnkH)]. - ⚡ Efficiency: Personalized emails can improve response rates by up to 100% [Campaign Monitor (https://lnkd.in/dq5cWfYr)]. - 📬 Open Rates: Cold emails typically see an open rate between 15-25%, indicating effective initial engagement [HubSpot - (https://lnkd.in/dS79sR8C)]. - 📞 Response Rates: The response rate for well-crafted cold emails ranges from 1-5%, demonstrating the potential for meaningful interactions [HubSpot (https://lnkd.in/dS79sR8C)]. In short, cold outbound can help you drive more revenue by generating more qualified leads and sales calls for cheaper.

In the world of business-to-business (B2B) marketing, building and maintaining strong relationships with potential customers is essential. One powerful tool in the B2B marketer’s arsenal is the email nurture campaign. By delivering timely, relevant, and personalised content to leads over time, B2B email nurture campaigns can drive engagement, build trust, and ultimately, drive conversions. In this comprehensive guide, we will delve into what a B2B email nurture campaign is, its benefits, and how to run an effective one. https://lnkd.in/egdnktvT

Did you know that LinkedIn can be a powerful tool for lead generation and networking in the B2B space? 🤝  With over 67 million companies using the platform, it's a great place to identify and engage with prospective buyers. 💼  But how can you leverage LinkedIn to your advantage?  Start by adding Featured sections to your profile, sharing educational content, and joining relevant groups. 📚  Also, don't forget to personalize your outreach messages to prospective clients. 💌  Want to learn more about B2B marketing tactics? Check out our post on the Semrush blog 👇 #Semrush #LinkedInMarketing #B2BMarketing

We've entered a new era of B2B marketing, and those left behind are paying the price. Since 2000, there have been three distinct eras within B2B marketing... 1️⃣ 2000 - 2010: Brochure websites During this era, the internet was still in it's infancy but was starting to be recognised as an important place to have a presence. Businesses focused on building brochure websites that served as catalogues for their solutions that buyers could browse, very informational and product focused. At this time, outbound tactics were primarily used by marketing and sales: 👉 Direct mail 👉 Email blasts 👉 List purchasing 👉 Cold calling 2️⃣ 2010 - 2020: Inbound marketing Inbound marketing was born in 2006, pioneered by HubSpot, but it didn't properly take off until 2010. It was introduced after a shift was seen in buyer's reaction to interruption based techniques, and the strong dislike towards them. This era saw a huge shift from the outbound approaches used previously, shifting from interruption to education. Inbound marketing is heavily focused on capturing demand. This means being present in the places where buyers are researching and evaluating solutions to their pain points and converting them into leads that can then be nurtured, scored, and passed to sales. Common tactics used include: 👉 Gated content 👉 Email nurturing 👉 Lead scoring 👉 Sales cadences 3️⃣ 2020 - NOW: Inbound demand generation Since 2020, we've been in the new era of marketing - inbound demand generation. It's a marketing methodology that uses the inbound philosophy with the goal of creating revenue and pipeline, not leads. Unlike inbound marketing, it primarily uses ungated content to attract and engage buyers, meaning they remain completely anonymous until they're ready to talk. When it comes to your website, inbound demand generation is focused on providing an exceptional user experience with the goal of converting high-intent leads. That's people who have submitted a form, explicitly declaring interest in your offering. Popular tactics used within inbound demand generation include: 👉 Social media marketing 👉 Podcasting 👉 Blogging 👉 Community building 👉 Live events ________________________________ Marketers that are shifting their mindset to inbound demand generation are seeing the benefit because they're better aligned with the behaviour and preferences of today's buyers. And focusing the measurement on pipeline & revenue means they're seeing direct, financial returns on their marketing investment. #inbounddemandgeneration #demandgeneration #inboundmarketing #b2bmarketing

Drive B2B Sales Most business leaders’ essential goals are increasing sales and keeping sales pipelines full. In the online world, increasing abundant online visibility and attracting new website visitors is an effective, proven strategy for generating new business-to-business (B2B) leads and sales. Online lead generation (OLG) refers to the process of attracting and capturing potential customers or leads with engaging content and exclusive offers via online channels. It involves using digital marketing strategies and tactics to identify and engage with individuals who show an interest in a particular product, service, topic, issue, or brand. Online lead generation is essential for several reasons: 1. Business growth: Generating a steady stream of leads is essential for the development and success of any business. Without a consistent influx of new leads, a company may struggle to expand its customer base and increase sales. 2. Targeted audience: OLG allows businesses to target specific demographics, interests, or behaviors. By focusing on the right audience, companies can improve their chances of attracting qualified leads who are more likely to convert into customers. 3. Cost-effective: OLG offers a more cost-effective approach than traditional marketing methods. Digital marketing, such as social media, search engine optimization (SEO), content marketing, and email marketing, can provide a higher return on investment (ROI) by reaching a larger audience at a lower cost. 4. Measurable results: OLG enables businesses to track and measure their marketing efforts more effectively. With the help of analytics tools, companies can monitor the performance of their campaigns, evaluate conversion rates, and make data-driven decisions to optimize lead-generation strategies. 5. Relationship building: OLG allows businesses to engage with potential customers early in their buyer’s journey. By providing valuable content, personalized experiences, and effective communication, companies can build trust, nurture relationships, and increase the likelihood of converting leads into loyal customers. Overall, online lead generation is essential because it helps businesses generate a consistent flow of potential customers, improve targeting and cost-effectiveness, measure and optimize marketing efforts, build relationships, and gain a competitive advantage in the digital marketplace. https://lnkd.in/ebqQiXD5

B2B Marketing: Business Outreach Strategies Explained: The difference between B2B and B2C marketing. Solved: Develop an effective B2B marketing strategy to reach and retain business customers. Tip: Use LinkedIn and other B2B platforms to build relationships and find leads. --- 1. Understand the Difference Between B2B and B2C Marketing - Fact: B2B marketing focuses on selling products or services to other businesses, while B2C marketing targets individual consumers. - Action: Tailor your marketing approach to address the specific needs and pain points of business clients. 2. Develop an Effective B2B Marketing Strategy - Fact: A strategic plan is essential for reaching and retaining business customers. - Action: Create a comprehensive strategy that includes market research, target audience identification, and goal setting. 3. Use LinkedIn and Other B2B Platforms - Fact: LinkedIn is a powerful tool for B2B marketing. - Action: Leverage LinkedIn to build professional relationships, share valuable content, and generate leads. 4. Focus on Content Marketing - Fact: High-quality content establishes your brand as an industry leader. - Action: Produce informative whitepapers, case studies, and blog posts to attract and engage your target audience. 5. Implement Account-Based Marketing (ABM) - Fact: ABM is a targeted approach that focuses on specific high-value accounts. - Action: Develop personalized marketing campaigns tailored to the needs of key accounts. 6. Utilize Email Marketing - Fact: Email marketing remains an effective B2B communication channel. - Action: Send targeted emails with relevant information and offers to nurture leads and maintain customer relationships. 7. Attend Industry Events and Webinars - Fact: Networking is crucial in B2B marketing. - Action: Participate in industry conferences, trade shows, and webinars to connect with potential clients and showcase your expertise. 8. Measure and Optimize Your Strategy - Fact: Continuous improvement is key to long-term success. - Action: Regularly analyze your marketing efforts using metrics such as lead generation, conversion rates, and ROI. Adjust your strategy based on the insights gained. --- By understanding the nuances of B2B marketing and implementing these strategies, you can effectively reach and retain business customers. Focus on building strong relationships, delivering valuable content, and continuously optimizing your efforts to drive growth and success in the B2B space.

In the competitive landscape of B2B marketing, effectively guiding potential clients through the buyer’s journey hinges on the strategic use of Calls-to-Action (CTAs). These pivotal elements not only drive engagement but also convert prospects into valuable leads across various channels. However, the effectiveness of a CTA can vary significantly depending on the platform it inhabits, whether it be email campaigns, social media, landing pages, or webinars. This article delves into the best practices for crafting compelling CTAs tailored to each marketing channel, providing actionable insights that can enhance your strategies and elevate your overall marketing performance. By understanding and implementing these channel-specific techniques, B2B marketers can optimize their interactions and achieve greater success in their lead generation and conversion efforts. #b2b #cta #bestpractices

For all the criticism in B2B Marketing on Demand Generation as a title, the same can be said for Lead Generation. It is (almost) impossible to “generate demand”, but to “generate leads” is equally impossible. So what is wrong with “Lead generation”? Of course all companies need leads if they want future revenue. However, The idea that it is possible to create those leads is wrong. That is not how markets works, and companies would do well not to think about it that way. 1️⃣ “generation” suggests that it is somehow possible to do something in the market - typically run campaigns - that will make people become leads. To somehow create an interest where there was none. That companies can somehow convince people to start buying, and to come the company to do their buying. That is simply not how customers buy. The influence that a company has on making potential buyers act differently is grossly overrated. Marketing works best when playing to existing beliefs, interests, patterns and needs that the market already has. Building a deep and solid understanding of how markets and customers actually work, and then carefully position the company close to that. 2️⃣ “Leads” focuses attention on internal things (leads and/or pipeline), instead of on the market. The most important responsibility that marketing has, within any company, is to keep pointing and steering everyone else in the company to what is going in the market. A big pitfall for companies to avoid, is to become too preoccupied with internal issues, and to lose the connection with customers and the market. It is marketing’s job to prevent that. So instead of naming things from internal perspective and internal goals, it is better to take an outside perspective. The commonplace picture of the pipeline with its internally focused labels like MQLs etc doesn’t help. No potential customer would ever call themselves SQL or whatever. It would be great if we could replace that picture with one that describes the journey from a customer perspective, with labels that customers can also relate to. Companies need to understand and join the customer on their journey, instead of squeezing customers into a process that (only) serves the company’s selfish needs. __ Now there is actually pretty valuable thinking in the domains titled “Demand Generation” and “Lead Generation”, and it is definitely worth diving in. Grounded marketers will surely find familiar ideas and concepts inside, but it is a useful reminder and exercise to look at it from a different perspective. ⎯⎯ Hi 👋 I am Wouter Helping marketing teams and CEOs in B2B software and services with strategic marketing to make the next leap in growth PS: Like this? → 👍 ↳ Please repost it ♻️

Key Sales and Marketing Strategies for B2B Markets B2B (Business-to-Business) marketing differs from B2C (Business-to-Consumer) marketing in terms of complexity, longer sales cycles, and long-term relationships. B2B markets require tailored sales and marketing strategies that align with the needs of businesses and their clients. Here are the key sales and marketing strategies for B2B markets: Content Marketing Valuable Content: Provide educational and valuable content that addresses clients' challenges and needs. White Papers and Research Papers: Publish technical articles and research papers to showcase expertise and deep industry understanding. Search Engine Optimization (SEO) Keywords: Focus on keywords that potential clients use to search for solutions to their problems. Website Optimization: Optimize the company website to appear in the top search engine results. Email Marketing Email Lists: Build and manage email lists of potential and existing clients. Newsletters: Send regular newsletters containing valuable information and special offers. Social Media Marketing Professional Platforms: Focus on professional social media platforms like LinkedIn to connect with other businesses. Visual Content: Share visual content such as videos and infographics to explain products and services. Webinars Educational Webinars: Organize webinars to educate the target audience about products and solutions. Direct Interaction: Use webinars as a means to directly interact with potential clients and answer their questions. Paid Search Strategies (PPC) Google Ads: Use Google Ads to drive traffic to the company website. LinkedIn Ads: Utilize LinkedIn Ads to target specific companies and industries. Customer Relationship Management (CRM) CRM System: Use a CRM system to track potential clients and manage sales. Data Analysis: Analyze available data to understand client behavior and improve sales strategies. Testimonial and Review Marketing Testimonials: Display testimonials from satisfied clients to increase trust and credibility. Reviews: Collect and publish client reviews on the website and other platforms. Event and Conference Marketing Trade Shows: Participate in trade shows and conferences to directly engage with potential clients. Sponsorship: Sponsor industry-related events to increase brand awareness. Public Relations (PR) Strategies Press Releases: Issue press releases about new products and partnerships. Media Relations: Build relationships with the media to cover company news and developments. Implementing These Strategies By utilizing these diverse strategies, B2B companies can enhance their market presence, increase brand awareness among clients, and build strong, sustainable relationships with potential and existing clients. These strategies contribute to growth and an increased return on investment (ROI) for companies in B2B markets.