B2B marketing for SMEs and mid-market businesses tired of short-term ‘performance marketing’ that doesn’t move the needle.

We have 30+ years’ experience improving the marketing performance of B2B businesses. We balance brand and performance marketing to lower acquisition costs, drive your sales pipeline and improve results e.g.

• 30% reduction in Customer Acquisition Costs
• Search, and display ad Click Through Rates, consistently in the top 20% of performers
• Website traffic increases of 90-140%. Time spent on website increases of over 90%
   

Is this you?

Fed up of fluctuating results / an inconsistent sales pipeline?

To create a healthy, consistent sales pipeline we take a structured, manageable, and measurable approach to targeting each stage of the sales funnel moving prospects toward a purchasing decision.

For each stage of the sales funnel, it’s crucial to:

• Have relevant content that builds trust and addresses specific pain points
   
• Use that content to engage with your audience where they look, listen, scroll, ask, and search

Worried about where future sales will come from?

The only marketing goal shouldn’t be just to drive clicks. Businesses need to be visible to the 95% of buyers not yet in market.

Becoming and staying top of mind before customers are even ready to buy is crucial to winning future sales. It is important to focus on today (clicks) but not at the expense of tomorrow (visibility / awareness). We bring balance, not only focusing on clicks but also focusing on making your business 'easy to mind and easy to find' (because the brand that gets remembered is very often the brand that gets bought).

Know that you’re over-investing in short-term marketing?

Evidence shows that over-investment in short-term tactics weakens long-term brand strength. Getting the right balance between performance and brand marketing is important. Scroll down to find out how to get the balance right.

Why most B2B marketing underperforms

1. Marketing activity isn’t aligned to business goals

Real long-term growth will only be delivered by implementing a well thought through marketing strategy that supports your business goals.

We help you make sure that any marketing activity and campaigns underpin your business objectives. For every new idea, new trend or piece of activity we always ask ourselves, ‘How does this support your business strategy?’

2. An imbalance between short-term and long-term marketing

One of the most critical B2B marketing blind spots is the imbalance between short-term performance marketing and long-term brand building.

95% of B2B buyers aren’t in the market for your products now. Only 5% of customers are ready to buy today. So, one of the most important jobs in B2B marketing must be influencing the 95% of future buyers who generate future cash flows. Yet only 8% of B2B marketing budgets are spent on brand awareness objectives:

92% of B2B marketing budgets are dedicated to short term Bottom Of The Funnel objectives like lead generation – 5% of customers!!

Over-investment in short-term tactics weakens long-term brand strength. Marketing strategies that ignore brand building risk becoming overdependent on paid reach and short-term price promotions.

Keeping your brand top of mind and easy to recognise, especially in crowded categories, is key to long-term success.

Find out how you can prevent marketing tactics from stealing the spotlight away from marketing strategy

3. A misalignment with how digital-first buyers research and decide

B2B buyers have changed, but has your B2B marketing strategy?

Historically, most B2B businesses operated based on internal processes and goals. Marketing campaigns tended to be driven by product launch dates or industry-scheduled events. The way marketing teams were organised was often determined by internal programs, processes and functions. This introspective approach didn’t consider the buyer, their buying process(es) or their timelines.

Today’s B2B businesses need to focus on the buyer and put buyer-driven marketing strategies in place. These strategies need to reflect the new generation of 'digital natives' rising up the ranks into senior buying positions. Traditional B2B marketing, and B2B buyer-seller relationships, have changed.

B2B buyers have become digital-first. The use of smartphones, social media, and other ‘digital’ advancements have blended into all our business lives, but this is especially the case for the new generation of B2B buyers. Recent research by Salesforce identified that 80% of B2B buyers want a B2C experience. B2C marketing trends are influencing B2B. They are still different audiences, but consumers’ expectations of companies are very similar for both B2B and B2C buyers.

What this means for your B2B marketing

For the new generation of B2B buyers, technology has more influence than anything else. They expect a B2C buying experience:

• Create a simple, seamless (mainly digital) customer experience. Make the buyer journey and ‘shopping’ experience as frictionless and integrated as possible.
   
• Make finding out information on, and buying your services, easy in the (digital) places where your customers look, listen, scroll, ask, and search.
   
• Innovate with ways to reach out, to and engage with, customers where they are. Taking a mobile first, ‘video-heavy’ approach using channels like LinkedIn will pay dividends

Download your free eBook to find out about adjusting your B2B marketing strategy to appeal to the new generation of B2B buyers.

Grow your business with us
Book your free 30 minute B2B growth strategy review today.

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	Email us at: [email protected]
	Call us on: 01732 526320

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