Have you ever wondered why your competitors seem to be growing so much faster, almost doubling their business while you’re still struggling to get started? There are many factors at play in a company’s growth, but one thing is clear: if you’re not marketing your business, how will anyone know you’re there?
You might be thinking, “But marketing is hard, and I don’t know where to start.” The truth is, it’s not as difficult as you might. Marketing is about consistently testing, adapting, and finding the right formula to drive your business growth.
So, whatever you do, don’t stop marketing!
I’m going to cover 7 marketing strategies your competitors use, but do you?
1. Email Automation
I know what you might be thinking…email is dead! But you might be surprised to learn that it is still the most widely used and arguably most successful marketing tactic for B2B companies. If…you do it the right way.
Enter sales [email] automation…You’ve probably heard of marketing automation tools like Hubspot and MailChimp but that’s not what we’re talking about here. Marketing automation tools are typically used for mass lead nurturing campaigns but when you want to uncover and convert those leads, sales emails are proven to be more effective.
Let me explain. Email service providers typically flag mass emails as spam, especially those with links, pretty pictures, and HTML code. That’s where sales automation tools like Apollo come in. Apollo lets you build targeted lists and send smaller, more personalized email sequences that are more likely to reach the inbox.
I’m sure you’re wondering, “low quantity, how will I ever make any progress?” Well, these tools allow you to layer multiple email inboxes. So instead of one account sending 50 emails a day, you can layer multiple accounts, each sending 50 emails per day, but from the same user. This increases your reach while maintaining deliverability and domain reputation health.
2. Thought Leading Content
Now, let’s talk about something that can really set your B2B business apart—thought-leading content. You might be thinking, “Isn’t content marketing just about churning out blog posts?” Not quite. Thought-leading content is about positioning your company as an authority in your industry. It’s not just about writing; it’s about providing deep insights, fresh perspectives, and real value that resonates with your audience.
Let me break it down. Thought leadership content goes beyond the basics. It addresses the key challenges your audience faces and offers innovative solutions. When done right, it can elevate your brand above the noise and establish you as a go-to resource in your field.
But here’s the catch: it’s not about self-promotion. It’s about genuinely helping your audience. This means offering valuable insights without expecting immediate returns. Over time, this builds trust and positions your brand as a leader.
Now, your head might be spinning wondering, “How are we going to create this kind and this much content?” Start by leveraging your team’s expertise. What unique insights can you offer? Conduct original research, share case studies, or offer in-depth analyses of industry trends. Ask ChatGPT for ideas and use it to assist you in creating your content outline.
Consistency is key—consistently publishing high-quality content will gradually establish your brand as a thought leader. So, while it might take time and effort, investing in thought-leading content can significantly boost your credibility and attract more engaged, loyal customers.
This brings us to our third strategy, SEO.
3. Search Engine Optimization (SEO)
This is one of the most essential tools in your B2B marketing toolkit. I know, SEO might seem like a black box, but trust me, it’s not as mysterious as it sounds. When done right, SEO can be a game-changer, driving organic traffic to your website without having to rely on paid ads.
So, what’s the deal with SEO? It’s all about making your website more visible on search engines like Google. This means optimizing your content so that when your potential customers search for solutions you offer, your site is the one they find.
But here’s the thing: SEO isn’t just about cramming keywords into your content. It’s about providing valuable, high-quality content that answers your audience’s questions. Google’s algorithms are smart—they prioritize content that’s relevant and useful. So, focus on creating well-researched, insightful content that addresses your audience’s needs.
A reasonable question at this stage might be, “Where do I even start?” Start with keyword research—tools like Ahrefs or SEMrush or Wincher can help you identify the phrases your audience is searching for. Then, optimize your content by naturally incorporating these keywords into your titles, headers, and body text. Don’t forget about technical SEO either—things like site speed, mobile-friendliness, and proper meta tags all play a role in how well your site ranks.
If your website is built on WordPress, Yoast is great for evaluating and optimizing your SEO efforts and making recommendations for each individual web page. The premium version even offers an AI feature that suggests AI-written titles and descriptions for you based on the content of the page.
Sure, SEO takes time to show results, but once your site starts climbing the rankings, the payoff is well worth the effort. Organic traffic is sustainable, and the credibility you build by consistently appearing in search results is invaluable for your brand.
4. Webinars
Let’s switch gears to #4 and talk about webinars—a fantastic way to engage with your audience in real time. Webinars offer a unique opportunity to connect with your audience on a deeper level, answer their questions live, and showcase your expertise in a more interactive format.
Here’s why they’re so powerful: Webinars allow you to present complex information in a way that’s easy to digest, all while building trust with your audience. They’re especially effective for B2B businesses because they let you demonstrate your product or service in action, share insights, and position your brand as a thought leader.
Feeling stressed about choosing a presentation topic? Don’t be. There are plenty of webinar formats to consider. For example, I hosted a monthly series called Marketing Mob Talks, where three industry experts presented 15-minute sessions on topics of their choice. I’ve also run “Ask Me Anything” webinars, featuring a panel of experts answering live audience questions. Just remember to prepare a few canned questions in advance, in case the audience has no questions. That can be awkward.
And, don’t worry if only 25% of the registrants actually attend the webinar. It’s the registrants that matter. Those individuals who have raised their hand to let you know they’re interested. They’re your leads.
Record the webinar to share on your website. And something really cool you can do is create an evergreen webinar funnel. These pre-recorded webinars aren’t date specific and appear to the viewer as though it’s a live event. They generate leads through an automated system, allowing your audience to watch on demand.
Webinars might require some effort to set up, but they’re a powerful tool for building relationships, generating leads, and establishing your authority in the market. Plus, they give your audience a reason to keep coming back for more.
5. LinkedIn Marketing
Next up, let’s dive into #5 LinkedIn marketing —a crucial strategy for B2B businesses. I get it, LinkedIn might seem like just another social network, but it’s actually a powerhouse for connecting with decision-makers and building professional relationships. You might be asking yourself, “How can I stand out on LinkedIn?” The key is to provide value through thoughtful content and consistent engagement.
Instead of just pushing out promotional posts, focus on sharing insights, joining relevant groups, and engaging with others’ content. LinkedIn isn’t just about broadcasting—it’s about building a network.
Another thing to consider is the power of LinkedIn’s Sales Navigator. It offers advanced filtering options, allowing you to narrow down your search for individuals with specific characteristics, such as members of a targeted group, title, and industry, and for companies by revenue, headcount, percentage of growth, and technologies used.
Additionally, it lets you save lists of prospects and target companies, making it easier to manage and revisit your leads. This way, you can stay organized and focused on the most relevant opportunities for your business.
And what’s even more powerful is that you can save these prospect lists directly into Apollo, the tool we mentioned earlier, allowing you to send targeted email sequences to your prospects seamlessly.
Finally, consider LinkedIn automation, which enables you to carry out LinkedIn activities—like sending connection requests or following up with prospects—in an automated fashion, saving you time while maintaining consistent outreach.
6. Partnerships and Collaborations
This one of the most effective ways to expand your reach and add value to your B2B business. Teaming up with complementary businesses can open doors to new opportunities and audiences.
But, “How do you find the right partners?” Look for companies that share your target audience but offer different services or products. This way, you can create mutually beneficial collaborations that add value to both parties.
Once you’ve identified potential partners, focus on creating win-win scenarios. Joint webinars, co-branded content, or even referral programs can be powerful tools for growth. The key is to ensure that both sides benefit equally, which strengthens the relationship and fosters long-term success.
If you’re partnering with large companies like AWS, Google, or Microsoft, it’s crucial to understand how their account managers, sales reps, and partner reps are compensated. This knowledge allows you to align your efforts with their personal goals, making it easier to collaborate effectively.
Additionally, be sure to regularly communicate your shared successes back to your partners. This not only reinforces the value of your partnership but also increases the likelihood that they’ll involve you in future opportunities.
Partnerships and collaborations aren’t just about sharing resources—they’re about combining strengths to achieve more than you could on your own. With the right approach, these can be a game-changer for your business.
7. Account-Based Marketing (ABM)
Finally, let’s shift our focus to #7, Account-Based Marketing (ABM) —a highly targeted approach involving marketing and sales that’s all about quality over quantity. But, “How is ABM different from traditional marketing?” Well, instead of casting a wide net, ABM focuses on a select group of high-value accounts, treating them as individual markets.
Imagine zeroing in on your ideal clients and tailoring your marketing efforts specifically for them. This means personalized content, messaging, and campaigns designed to resonate with each account’s unique needs. By aligning your marketing and sales teams and focusing on the accounts most likely to convert, you can drive deeper engagement and higher ROI.
I know what you’re thinking, “Isn’t this resource-intensive?” The key is to focus your ABM efforts on 50 to 100 key accounts, allowing for a more personalized and strategic approach. By concentrating on a select group of high-value accounts, you can tailor your messaging, content, and outreach to address their specific needs and challenges. This deep level of customization not only enhances your relationship with each account but also significantly increases the likelihood of successful conversions. A focused list makes your ABM strategy far more impactful and effective.
In essence, ABM is about precision and personalization. It might take more effort up front, but the results—stronger relationships and better conversions—make it a powerful strategy for B2B businesses.
Now that you have some ideas on effective marketing strategies, it’s time to learn how to implement them using the right tools. Hop on over here to find out more…