It’s hard to tell a great story without a great character but most B2B brands seem reticent to entertain the idea. One exception is Salesforce, which introduced Astro who helped revitalise the brand and make it interesting again.
B2B brand marketers need to learn to play the game and win over the CFO if they want to grow their brand and budget, which is where the cash flow funnel comes in.
B2B marketers shouldn’t be spending time and money convincing out-of-market buyers to consider a purchase but instead invest in making every buyer remember their brand next time they need its product.
Account-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.
Targeting narrow segments, regularly changing creative and constantly optimising campaigns are all antithetical to growth, yet they’re exactly what marketers are incentivised to do.
Marketing to businesses is strategically no different from marketing to consumers, but using the same tactics for both won’t be effective.
Many marketers use metrics of no relevance to brand or financial outcomes, but the following concepts can help guide you towards more effective measurement.
B2B brands’ advertising is largely ineffective but needn’t be. To create more memorable ads, there are three simple rules.
Most B2B marketers are focused on the bottom of the funnel. Investment in brand, however, will ultimately create far more value for your business.