#b2b-marketing

#b2b-marketing

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B2B marketing has a reputation for being dry, predictable, and, well... a little boring. But the truth? The best B2B marketers are doing work as boldly and creatively as anything in B2C. Gone are the days when a slick website and a handshake sealed the deal. Today, selling to businesses means understanding complex buying committees, creating detailed use cases to map customer journeys and pain points, and using digital channels to cut through the noise. 📣

"I guess I got a little bit disillusioned with only having one string to your bow," he reflects. "If you're given a whole set of marketing and business challenges, there are a gazillion ways of solving those problems. But a media agency will always say you need to buy some advertising, which, of course, is part of the mix, but is only a very small part that usually takes up a big part of the budget."

Product thinking involves solving real user problems through structured, iterative, value-driven systems. Instead of asking what campaign to run, product thinkers ask: Who are we building for? What problem are they trying to solve? What can we deliver to help and how will we measure success? This mindset is how product teams build features. And increasingly, it's how successful marketing teams scale impact without scaling headcount.

Social media marketing can feel like a world built for flashy consumer brands. It's easy to see how a new sneaker or a trendy restaurant can build a huge following online. But what about a product that is the definition of a B2B industrial asset? Marketing something as specialized as a tank trailer requires a completely different playbook. Your customer isn't a casual scroller; they are a logistics manager, a chemical plant operator, or a project foreman with a very specific and urgent need.

Welcome to B2B buyer disengagement-what I call "quiet quitting" the funnel. This silent withdrawal isn't dramatic; it happens as decision-makers become overwhelmed by content, touchpoints and noise. And let's not forget that "68% of millennial B2B buyers prefer self-service research tools over speaking to a sales rep, and many complete up to 70% of the buying process online before engaging with a supplier," according to Salesforce.

Ad fraud is increasingly infiltrating B2B marketing through fake leads, primarily from bot-generated form fills and fabricated prospect lists, leading to inefficiencies and damaged reputations.

Over 70% of B2B buyers fully define their needs before ever reaching out to a vendor. Nearly half already have a shortlist in mind.

Nearly 60% of Google searches now end without a single click to any website, indicating a fundamental shift in how buyers discover and evaluate solutions.

Spotify has won the B2B category at the Drum Awards by successfully promoting itself as a video-plus-audio platform, overcoming its initial perception as purely a digital audio service.

Branding isn't a marketing tactic. It's the strategy behind business success when shaped by a strong story infused with the voice of the customer.

Marketers are recognizing the immediate impact of AI on their search strategies and taking steps to adapt before it fundamentally changes customer engagement.

Many businesses still treat brand awareness and demand generation as separate strategies, which often leads to inefficiencies and missed opportunities.

Small accounts, known as microinfluencers, can provide intimate engagement and tailored services for B2B brands, allowing for effective campaigns at a lower cost.

Creating a customer-centric buyer's journey in B2B that minimizes friction and allows for freely available information is an excellent approach to enhancing the overall customer experience.

Outsourced backlink building allows businesses to improve their online presence efficiently by trusting agencies to secure quality links, essential for achieving higher rankings in search engines.

Creating a strong community around your brand ensures customer loyalty and engagement, an essential aspect for both B2B and B2C businesses.

B2B marketers must be the 'black sheep', adopting a bold, curious approach to challenge the emotional disconnect in their advertising strategies to stimulate brand engagement.

Millennial and Gen Z buyers demand seamless, online purchasing and personalized information, reshaping B2B marketing while highlighting the need for effective social media strategies.

"YouTube has over 2 billion monthly active users globally and is the second-largest search engine. Ignoring it means missing an effective platform for your audience."

We need to lean far out over the carousel horse and grab the ring.

Marketing analytics involves understanding the story behind the numbers to optimize B2B campaigns and effectively influence decision makers.

Defining your ICP without real conversations is tricky because you end up with assumptions (instead of insights). The gold comes from speaking directly with people who match your target profile.