Expert Advice for B2B Marketing: 5 Tips from Thought Leaders


B2B Demand Generation | 5 Tips from the Pros

In this terrible economy, business leaders need simple, actionable information to improve revenue results. This post shares that.

Jon Miller, Co-Founder and VP Marketing at Marketo distilled advice from top experts in B2B marketing, I thought we should share it with you, as it’s simple and clear.

It’s is our hope it gives you action items to work on today.

Thanks for sharing it, Jon.

The Top 5 Tips for Better B2B Marketing are:

1. Start with a Solid Base. According to thought leader Paul Dunay, a successful, high-yield B2B marketing program relies on a solid lead nurturing platform. In order to make best use of the leads that come in, marketers need a system that can track, qualify and contact leads regularly in order to effectively nurture and follow-up with prospects. (Editor’s Note: We’ve often compared B2B demand generation to building a house. The quality of the foundation is paramount. This means rock solid buyer personas, agreed lead definitions, strong value propositions and more.)

2. Use Push AND Pull Tactics. Many B2B marketers focus on the push tactics in order to "Craig Rosenberg"find new customers. While this is a necessary component of B2B marketing, the majority of B2B purchasers seek out a vendor when they are ready to buy. Thought Leader Craig Rosenberg emphasized that the most effective demand generation campaigns utilize a combination of both types of marketing tactics. B2B marketers should ensure they can easily be found by prospective customers through a comprehensive program of website optimization and cultivating an online presence via:

  • Industry Blogs
  • Relevant Social Networks
  • Media Sharing Sites
  • Social Bookmarking sites
  • Paid Search

(Editor’s Note: Find New Customers uses all of these approaches – except paid search. We stay away from paid advertising. We rely on our many fans to spread the word.)

3. Integrate Your Efforts. The previous tip underscored the importance of a varied marketing strategy. Within the different venues a B2B marketer uses to reach prospects, consistent messaging is vital. Thought Leader Dianna Huff highlights integrated messaging as a key component of a successful B2B marketing communication strategy. As prospects seek out and interact with B2B vendors in multiple mediums, an integrated marketing message can ensure a given vendor stands out and is remembered. (Editor’s note: Integrate marketing database, email, landing page, call to action, nurturing messaging, social media approach, etc.)

4. Innovate. It is easy for B2B marketers to get stuck in a rut by sticking to what has always worked. However, in a time where he marketplace is constantly changing, marketer might want to re-think this approach. Thought Leader Hunter Boyle advises B2B marketers to adapt their methods and test bold moves in order to both effectively reach and resonate with prospective clients for demand generation. Whether new ideas work or fail, B2B marketers can use the results to refine their processes and develop even more successful ideas. (Editor’s Note: We agree 100% on the need to test “bold moves.” We suggest marketers “let their freak flag fly.”)

5. Test, Test and Retest. While developing innovative new tactics is important, it is also important to thoroughly test these tactics before jumping in head-first. Thought Leader Mark Klein stresses the importance of testing as a quick and easy way to jumpstart your marketing ROI. An idea may seem promising, however until a tactic starts generating results there is no way to be certain. Even successful tactics can be improved upon, and testing and retesting is the best way to determine which aspects to refine in order to reach the campaign that will yield the highest ROI. (Editor’s Note: Amen on testing. Marketing is all about continual experimentation and testing.)

What do you think of those five tips? We love comments and those who share. Please enter your comment below.

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. He presented “How to Build an Awesome Personal Brand” at the 140 Social Media Conference and appeared to discuss B2B lead generation on Sales Lead Management Radio. To learn more about Jeff, please click on Who is the Fearless Competitor?

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

4 thoughts on “Expert Advice for B2B Marketing: 5 Tips from Thought Leaders

  1. Hi Jeff
    These are great concepts to shape long term marketing strategy. I’ve been thinking a lot lately about the delicate balance between leveraging tried & true methods while at the same time testing out new marketing ideas.

    Should all methods get evaluated the same way; old or new?

    When deciding effectiveness/viability, what considerations should be made for cultural acceptance, timing? For example, should the same returns be expected at the start that they are once a method has been employed a while?

    In 2011, is marketing becoming more or less reliant on sales input when planning strategy and success criteria?

    Don F Perkins
    http://mindmulch.net

  2. Thanks for the comment, Don and great questions. I believe one needs to keep tried and true methods going while testing new approaches. There is no hard and fast rule however.

    The advantage of common evaluation methods is a consistent yardstick.

    Results at the start are almost always far lower than after time. Consistency is key.

    Finally, here is my though on sales input. Ask for it, but take it with a grain of salt. Do you own experiments too.

    Thanks again for the great questions, Don. Hope I helped.

    Jeff Ogden
    Find New Customers
    http://www.findnewcustomers.com

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