Why Small and Mid-Sized Companies Shouldn't Quit Early on B2B Marketing: Best Practices Revealed

Marketing is challenging. In my practice, I have seen many small and mid-sized companies stepping into B2B marketing, easily feel discouraged when the leads aren't showing up and quit.

But my suggestion is don't throw in the towel just yet.

The Quick Exit: A Common Mistake

Many companies, especially smaller ones, rush into performance marketing, (demand generation) don’t see immediate results, and quickly bow out.

Sounds familiar? You might be asking, "Where are the leads?" or concluding, "This isn't working."

The point is customers aren’t waiting to make purchase decisions based on just seeing your performance advertising or emails.

These are not impulse purchases.

And every competitor is chasing the very same audience.

Fact Alert: CoSchedule found that 65% of marketers can't demonstrate the ROI of their marketing efforts. You're not alone.

So as a small and mid-sized B2B business, how do you drive results ?

1. Begin with Nailing Down Your Target Audience

You can't hit a target you can't see. It's vital to know your audience down to the decision-making individuals within your target companies. The clearer your focus, the sharper your strategy.

By the very nature B2B marketing audience will be limited. You have limited number of companies to target and a limited number of people within those companies will be decision-makers for your products or services.

2. Next ask “What is the problem my product or service is solving for the client?”

Most organisations think inside out all their communication is about their products or services, features offered and why they are the best in the market.

While clients are looking for solutions to their specific problems.

Show your clients how you will take them from the place they are in with their challenges to a better place.

3. Share your plan

Show a clear path of how you propose to solve their problems and challenges and make them succeed. Show them what does success look like.

4. Build Trust

This is where your success stories play a crucial role. Your client stories are most powerful in opening doors.

But in many cases there is a challenge that clients are not willing to share their name officially. Case stories can be carried anonymously in such cases.

Stories of your employees, your culture and values all go to build trust.

The Underrated Virtues: Patience and Strategy

If your competitors are reaching the same firms, how can you stand out? Your marketing must be:

1. Integrated Across Channels

2. Consistently Communicated messaging across channels including sales

3. Narratively Engaging

Best Practices in Tools

Here's your toolkit for breaking through:

1. Quality and consistent Email Marketing

2. Selective participation and networking at Key Events and roadshows

3. Thought Leadership Through Content marketing

4. Leveraging SEO

5. Performance Marketing

Think Integrated. Be consistent. Have patience.

The Secret Sauce: Leadership Thought Pieces

Your leaders are more than just executives; they can be influencers. Utilizing their personal pages on LinkedIn and various industry forums for thought leadership can give your brand credibility and a human face.

Case Study: Salesforce's Lesson for Small and Mid-Sized Companies

Salesforce implemented a storytelling strategy and saw huge gains: a 40% rise in engagement and a 20% increase in leads within just six months.

Salesforce consistently uses storytelling to humanize their brand.

The Bottom Line: Stick With It

Here's what it takes to last and make an impact:

1. Consistent Messaging

2. Endurance and Patience

3. Credibility Through Thought Leadership

4. Engaging Storytelling

5. Strategic Integrated Marketing

6. Unique Brand Positioning

In Conclusion

Don't let the lack of immediate results steer you away from the path to success. Stay committed to your strategies, fine-tune as needed, and remember: quitting early is the only guaranteed way to fail.