![\"Best](\"https:\/\/no-cache.hubspot.com\/cta\/default\/1684716\/8a86127a-eb22-4447-8065-92537d05bc01.png\")
<\/a><\/span><\/span>\r\n\r\n \r\n\r\n",http://192.168.1.12/finalgo/wp-content/uploads/2018/05/can-social-media-work-for-b2b.jpg|http://192.168.1.12/finalgo/wp-content/uploads/2018/05/novartis-socialmedia.jpeg,can-social-media-work-for-b2b.jpg|novartis-socialmedia.jpeg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2018/05/can-social-media-work-for-b2b.jpg|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2018/05/novartis-socialmedia.jpeg",1328|1748,can-social-media-work-for-b2b|novartis-socialmedia,|,|,|,http://192.168.1.12/finalgo/wp-content/uploads/2018/05/can-social-media-work-for-b2b.jpg,Marketing,"inbound marketing",,blog-layout,default,241,,off,,,750,7500,,,,16:9,,,,,,,_self,1,1,dark,light,4:3,4:3,4:3,4:3,60,,,,,,"social media marketing","social media marketing",,"As a B2B company, you can use social media marketing to position your company as a thought leader, generate leads, and attract high-quality talent.",90,,default,default,'@stepupmarketin,true,,6,6,,,0,0,,1309,,,,,,,,,,publish,3,Ariel,ariel@stepup.email,Ariel,"Pollock Star",social-media-marketing-b2b,,default,0,0,0,closed,open,2019-02-25
1932,"PPC Campaigns: Strategies for Long-Term Success","Setting up a pay-per-click (PPC) ad campaign can be a huge investment, so it’s important to look at what strategies actually work in the long run. One advantage of marketing for numerous B2B businesses is that we work on many different types of campaigns simultaneously and when we find something that is working well for one client, we can apply it to others.
Setting Expectations
First, it’s important to note that the process of generating a lead is more complicated than it seems. Leads rarely do a search, see an ad, click on it, and make a purchasing decision, especially in a B2B marketing setting. It takes more time and generally several interactions with the same lead before they’re even ready to start the quoting process.
B2B PPC campaigns can also be very expensive. In an effort to not only cut costs but to have a more effective marketing program, it’s important to pair your PPC campaign with a remarketing campaign. Once a lead visits your website, you can place a cookie on that lead’s device. This cookie then allows you to target them as they visit other websites that display advertising including social media.
It generally takes a lead several times seeing your ads before your presence really begins to sink in and remarketing is the best way to continue to target the same leads without hoping they stumble onto your more expensive PPC ads regularly. It’s important to set expectations accordingly. While PPC allows you to sit front and center before a desired lead, simply serving up ads for a day is unlikely to result in increased sales.
Educate and Raise Awareness
The process to go from the first click on a PPC ad to buying decision can be a long one, so it’s important during that time to help educate and raise awareness of your brand for the potential lead. This means you may create and promote educational content that is connected to awareness keywords to help your leads better understand what your business does, the value you offer, and most importantly, how you can help them solve problems.
As you remarket to a lead, creating value for them even when they are not ready to buy means they will associate your brand with that information and value. Spend time thinking of the common questions your leads ask and answer those using blogs, infographics, or white papers. A blog post that gives an overview of an answer to the question can then link to a detailed white paper that a lead can download in return for their email address. Once you’ve captured an email address, you now have the ability to reach your lead directly with educational content or be even more personalized and have a member of your sales team reach out and see what their needs and concerns might be.
Setting up a PPC campaign can be an integral part of your overall digital marketing strategy, but it’s important to understand that it’s only one piece. To learn more, reach out to the team at StepUp to learn what components your business needs to build a successful marketing strategy that brings in the right leads.",http://192.168.1.12/finalgo/wp-content/uploads/2019/02/business-3441035_1920.jpg,business-3441035_1920.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2019/02/business-3441035_1920.jpg",1934,"PPC Campaign Strategies",,,"Creating PPC Campaign",http://192.168.1.12/finalgo/wp-content/uploads/2019/02/business-3441035_1920.jpg,Uncategorized,,,blog-layout,default,241,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,30,,,,,,,,,"Walking you through the importance and relevance of PPC campaigns, including strategies for success in the long run.",,,,,,,,,,,,0,0,,,,,,,,,,,,draft,9,"Chaim Erblich",chaim@stepup.email,Chaim,Erblich,ppc-campaign-strategies,,default,0,0,0,closed,open,2019-02-28
2004,"5 Ways to Successfully Generate Industrial Sales Leads","Wouldn't it be great if generating industrial sales leads was as simple as emailing or cold calling? However generating industrial sales leads successfully takes a lot of time, requires more specialization, and let's face it - know how - than regular leads.
Industrial buyers aren’t your standard run-of-the-mill prospects. They are qualified professionals, highly informed on a subject before reaching a buying decision. Read on to see how this transforms the process of generating and converting industrial sales leads.
Learn more about our Inbound Marketing Methodology for B2B Industrial companies >>>
How To Generate Industrial Sales Leads?
1. Trade Shows
Trade shows are an excellent source of generating qualified industrial prospects. The best way to get the most out of the trade show is to plan ahead with Before, During, and After activities. Beforehand, you want to try to bring a team of people with sales skills and technical know-how. Also, you can prepare equipment and marketing materials fit for the trade show, as well as a set of qualifying questions to help with prospect identification.
During the show, avoid seeming pre-scripted or ‘salesy’ by building rapport and connecting with people before moving on to business. Present products & solutions fitting to their needs and seek a follow-up commitment for a call, appointment, or email, before saying goodbye.
After the show, establish trust and continued communication by promptly following up on leads and sending a thank you note along with any personalized materials discussed.
2. Website SEO & Organic Traffic
The importance of driving organic traffic to your website cannot be overstated. Practices like alternative image names and proper hierarchy structure are just a few items from a long list of SEO techniques required. Equally important is the content, requiring both keywords mastery and a well-written blog. The former means using suitable keywords, in the right places and in a strategic way. Regarding the latter, a blog with solid writing instills confidence and builds trust with your visitors, making them more prone to following a call to action and convert to sales leads.
3. Trade Magazines & PR![]()
Trade magazines offer the option of both advertising and writing specialized pieces. When advertising, aim for a clean design that invites the reader to go through your ad. Increase ad engagement by prompting the reader to a call to action, such as contacting you. Publishing specialized pieces containing useful and original information is also effective. This way you come off as genuinely helpful, making your piece more credible and less like a sales pitch, gaining the reader’s trust.
4. Partner Newsletters
Effective partner newsletters employ professionally designed, aesthetically pleasing format with clear information hierarchy, that’s simple to browse through. Try framing the content based on your partner’s needs, while highlighting any promotional activities or calls to action. To optimize and focus on what works best, measure a newsletter’s performance in terms of audience reach and adapt accordingly.
5. Social Media (LinkedIn)
Social media platforms like LinkedIn are also a place where you may find and reach professionals. A paid strategy is direct advertising, which allows reaching prospective professionals in your industrial sector. An organic approach is posting updates regularly, which will be visible in all of your contacts feed. Similarly joining specialized groups allows you to share insights, demonstrate know-how, and expand your network. A key factor is keeping a steady rate of activity, appearing to your network’s feed regularly and building trust with your audience.
Converting Leads to Opportunities![]()
You can benefit from the industrial sales leads generated, by converting them to sales opportunities through various techniques:
- Lead Nurturing Emails: Customized email campaigns that deliver targeted messages and help prospects move forward with the buying process.
- Social Media Branding by Remarketing: Remarketing is the practice of following your leads around the web with targeted ads, based on their history and browsing behavior. Combined with social media, it creates a strong brand presence, increasing brand credibility and awareness in the reader.
- Content Strategy: Keep your audience educated, updating them on the newest trends and technologies. This way you develop a trustworthy company image, instill faith and make prospects more likely to convert to opportunities.
- Direct Calling: Direct calling adds a personal touch in your communication. Especially for industrial leads, it can be beneficial as it can result in better understand your prospect’s needs.
- CRM Platform: CRMs help make the whole sales process easy to record and access, resulting in increased conversions.
Now, What are You Going to Do?
Generating industrial sales leads is only a small part of company growth. At StepUp we specialize in inbound marketing for B2B companies for more than 10 years. Visit our methodology page to see how we can help you establish and maintain a clear marketing and sales strategy, producing predictable growth for your company.
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2017,"What Is The Role of Advertising in Industrial Marketing in 2019?","Advertising was never about just increasing sales. Increasing brand awareness, reaching a larger audience, and establishing trust, are just a few of the reasons organizations are traditionally advertising for.
In the context of modern industrial marketing, advertising occupies a similar space. But this is where the similarities end. The advent of technology makes a big difference in if, why, and how industries advertise today.
Should industrial companies consider advertising in their marketing budget? We think so. Read along to find out what we believe is the modern role of advertising in industrial marketing.
Dive Deeper: The Global Growth Methodology for Industrial Companies
5 Reasons to Advertise in Industrial Marketing
1. Increase Brand Awareness
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Very few things guarantee brand persistence like remarketing campaigns. These are the repeatable ads you see following you around the web after you visit a certain page. They are a great tool to make your brand look big. A word of caution though: don’t overdo it with remarketing campaigns. They can sometimes be perceived as a pressing tactic and make it backfire.
2. Expand Audience Reach
Promoting your content on social media is a great tactic to enter a new market or expand your audience. And since it only requires to know how - and a bit of planning - it is a very cost effective method as well. Platforms like LinkedIn have made reaching out to new and targeted audiences easier than ever. You just need a solid social media strategy and great content that gets your message across.
3. Accelerate Sales
We’ve all been there. Standing on the fence, needing just a little push to help us make a purchasing decision. It’s the same with industrial companies decision makers. And strategic use of ads can greatly accelerate their buying decisions. To achieve just that, you must follow both new leads and existing sales opportunities. Showing them targeted case studies and branded content will greatly affect their purchasing decisions to your benefit.
4. Generate Hot Leads
It’s no accident that Google Ads have become the new advertising standard. Tools like AdWords and Analytics allow advertisers to target audiences with pinpoint accuracy. Coupled with the appropriate keywords for your field, these ads can generate hot and relevant leads. However, as simple as it may sound, defining the most appropriate keywords requires advertising to know how.
5. Test New Marketing
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Marketing and advertising can drain your budget as fast as you allow them to. You should direct resources only to marketing that is effective for your case. That’s why it’s important to be able to test before deploying a new marketing strategy. And this is a significant advantage of online advertising: it offers fast testing and measurable results. These are your tools to check which advertising strategy works and direct your resources to the one that yields the best results.
Targeting the Right Audience
In marketing, it is often said that “if you’re talking to everybody, you’re reaching nobody”. Meaning that a targeted approach is always effective. After all, advertising is yet another tactic to accelerate marketing results; and targeting the right audience is the best way to achieve just that.
But it can only work if you know who your audience is. So the first thing to do is define your customer persona. Following that you need to tailor a solid marketing strategy. Only based on this strategy can you lay down actionable marketing and advertising plan. This will be your guide to delivering content that creates value for both you and your potential customers; which is what will truly accelerate your business.
Do you want to create a solid industrial marketing strategy?
Read more about our ""Global Growth Methodology"" here >>>
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2039,"7 Best Strategic Marketing Ideas For Engineers and Industrial Professionals","Nowadays, strategic marketing for engineers and industrial professionals has changed dramatically. Engineers mostly use the internet for seeking information about technologies, products, or services, which is why industrial marketers increasingly turn to online and content marketing. And as GlobalSpec’s 2019 Smart Marketing for Engineers Survey demonstrates, the importance of digital marketing cannot be overstated. In this article, we take a look at the survey’s most effective strategies, show you exactly how engineers prefer to consume your marketing, and how to gain a competitive edge using this information.
Dive Deeper: The Global Growth Methodology for Industrial Companies
Best Ideas: Strategic Marketing for Engineers
1. Embrace Content Marketing![]()
It is clear that engineers regularly seek to consume content, most of it in digital form. This runs the gamut from vendor websites to trade publications, newsletters and so much more. That’s why content marketing is an integral part of any successful industrial marketing strategy.
2. Use Alternative forms of Content
Datasheets, cast studies, product demos, and how-to videos are the most preferred content types for engineers. And it makes sense, knowing how engineers are bottom-line thinkers, always looking for informative, dense, to-the-point content.
3. Use Newsletters
When it comes to newsletters, the statistics are hard to argue with. Across all age groups, 86% of engineers are subscribed to 2 or more newsletters, 87% of which they browse through or fully read. So maintaining a regular newsletter and inviting engineers to subscribe, is an opportunity that is too good to pass up.
4. Keep an Up-to-date Website
The survey shows that engineers find supplier/vendor websites the most valuable source of information, outranking even search engines and technical trade publications. This is why companies must have a website with a professional look and feel, coupled with informative and original content. These factors are important in building trust with engineers and can highly influence their decision-making.
5. Strive for Brand Awareness
Maintaining a uniform brand presence throughout all media is very important. For uniform visuals, invest in your brand’s logo & visual guidelines. Equally important is to invest in having a content marketing style guide, to ensure uniformity of content as well. With those two combined, you are guaranteed to keep your message consistent. This will ultimately breed brand trust and familiarity with engineers and industrial professionals, to your benefit.
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6. Reach Out to Prospects Fast
Engineers are constantly dealing with challenges requiring immediate solutions. Once an engineer shows interest in your product or service, reach out to him as soon as possible. The ideal response time is immediate and up to 8 hours, although not always possible in our connected world of different time zones. However, as a rule of thumb, it’s best to reply within 24 hours.
7. Engage With Them Regularly
A large portion of engineers are either decision makers themselves or influence the purchasing decisions of industrial companies, mainly influenced by online content. That’s why it’s important to regularly engage with engineers through valuable and informative content, mainly achieved through inbound marketing and publishing material such as articles, newsletters, blog posts and white papers.
Gain a Competitive Edge
Research clearly shows that targeting engineers and industrial professionals is a very effective strategic marketing method for b2b companies. However, companies are often hesitant to take a deeper dive into this area. After all, targeting highly technical audiences requires specialization and skill, which can be challenging to master.
Now is your chance to act on this information. Today more than ever, getting the attention of engineers from all over the world can be achieved easily and quickly, using customized inbound marketing methods. But at the same time, you need to act fast, while the market is still new to inbound marketing targeted to technical audiences. This will ensure you stay ahead of the competition, giving you a competitive edge.
Do you want to create a proven industrial marketing strategy?
Read more about our ""Global Growth Methodology"" here >>>
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2054,"How To Create an Effective Marketing Plan For B2B and Manufacturing Companies","In today’s B2B landscape, marketing presents an opportunity that is too good for manufacturing companies to ignore. However creating a marketing plan for manufacturing companies is key to achieving success.
Many B2B and manufacturing companies struggle with finding the right approach for their company. In this article, we’ll provide you with our manufacturing marketing plan template, broken down in five simple steps.
Dive Deeper: The Global Growth Methodology for B2B and Manufacturing Companies
Smart Goal Setting
Time to get specific. The start of any solid marketing plan is setting SMART goals. This well-known acronym for goal setting (Specific, Measurable, Attainable, Relevant, Time-bound) should be overarching throughout the whole marketing effort. Setting specific and measurable targets helps manufacturers identify the strong and weak points of their plan. This way they can gradually improve upon their marketing strategy and become more effective, pivoting towards actions that are the most effective.
Aligning Marketing & Sales
When working on creating a marketing plan for manufacturers, alignment of marketing and sales goals is required. Oftentimes businesses overlook this factor and marketers end up working towards vague targets such as website traffic and SEO ranking. This is just one example of many activities a marketer can carry out without knowing how it will practically affect the company’s bottom line when there is no alignment with sales.
A good starting point is to define the required number of sales opportunities per period. Using that number and considering an assumed conversion rate, you will be able to define how many leads you need to capture through marketing. By setting goals in this fashion, marketing efforts will directly benefit the company in a clear and effective way.
Read more about our “Global Growth Methodology” here >>>
Setting an Annual Plan![]()
Creating a marketing plan for manufacturing companies that is outlined for less than a full year is insufficient. Setting a full-year plan provides a structure that enables companies to move forward with marketing. It is most effective to segment the annual plan into 4 quarters, listing the general content topic and marketing direction for every quarter. This provides consistency and a better focus for the marketing efforts throughout the year.
This kind of annual plan is especially important for manufacturing companies who’s educational content will often involve highly technical industry jargon.
Creating a Detailed Quarterly Plan
Detailing Marketing Actions
The first step is to define the most impactful actions that will help reach our goals. Deciding which persona your company is targeting for each quarter and what content campaign is needed to run for lead generation. Moreover, it is important to have clear content and distribution plans. A content plan should include details beyond just the essence of the copy but also where will the relevant content be published. A checklist should be made for the factors to include for attracting the most qualified traffic to the website.
Creating a Content Plan
A clear content plan allows manufacturers to define exactly the content that will be created about each quarter’s topic. A well-thought-out quarterly content plan is the best way of ensuring systematic, timely publishing of high-quality content.
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Defining KPI’s
Defining the quarter’s KPIs allows manufacturing companies to track marketing results. By working toward a KPI, marketers can focus on creating a funnel and specify which actions were most effective at converting leads to sales opportunities.
Measuring the Results
No amount of marketing effort is complete if it cannot be measured quickly and effectively. The recommended approach is to use a platform to track and analyze your marketing activities. Although many such platforms exist, we prefer using Hubspot because it provides us with tools to monitor and track results for any type of activity all in one place (for example social media, content, analytics, and SEO), all in one place.
Is Your Company In the Loop?
How effective is your company’s marketing plan? Does your strategy provide enough sales leads, separating you from the competition?
At StepUp, we offer marketing services designed specifically for B2B and manufacturing companies like yours. With a diverse team of seasoned inbound marketers and content specialists, we help build authority and create predictability for increased sales.
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2068,"Content Marketing Examples for Manufacturers","In the last couple of years, industrial B2B companies are increasingly investing in content marketing. The first step they take is to regularly publish content appealing to their target audience. However, even though this is a logical first step, much more is required to maximize the effects of content marketing for manufacturers.
The biggest challenge is devising a strategic content marketing plan, which can convert good content into sales leads for your company. In this post, we will outline the core principles of an effective content marketing strategy, and 5 prominent examples of content marketing for manufacturers.
The Buyer's Journey
A core principle of content marketing is serving prospects the right content, at the right time. To achieve this requires an understanding of ""the buyer's journey,"" a core inbound marketing concept. It begins at the awareness stage when the customer is getting overall acquainted with your offerings and solutions. Next is the consideration stage when the buyer is considering your solutions or technologies. Finally is the decision stage in which the buyer is seriously deciding whether or not they will proceed with a purchase or cooperation.
Each stage requires a different marketing approach, along with its own type of content. As with most marketing concepts, the three stages follow a “funnel” pattern. Did you know that 97% of your audience is at the awareness stage? Most of your prospects will spend time researching information online before they move to the consideration stage and decision making. And even though the content is proportional to this trend, it is important to have content materials aimed at every stage, in order to result in sales conversions.
Dive Deeper: The Global Growth Methodology for Industrial Companies
5 Content Marketing Examples for Manufacturers
1. Blog Posts
The most common and most important type of content is blog posts. Best published in regular (usually weekly) intervals, blog posts can cover a wide range of concepts and work best for prospects in the awareness stage. A good blog example can be found over at Suzuki's blog.
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2. Product Datasheets
Equally good for both awareness and consideration stages, product datasheets are a basic form of content marketing for manufacturers that summarize the performance and technical characteristics of your product offerings. Erez Technical Textiles marine safety product datasheet is a good example of an informative document that supplies engineers with the required level of technical detail.
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3. Specialized Guides & Learning Center
A learning center containing specialized guides can bridge the gap between the awareness and consideration stages. This will contain detailed information targeted at a specific issue or product/solution. Take a look at DRTS website for an example of a learning center.
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4. Case Studies & White Papers
Case studies & white papers detail real stories, showcasing your products and offerings in real life applications. These are best suited for the advanced consideration stage, as they instill confidence to interested prospects. They can be published through a learning center or even as a part of the blog, as in this Quasar medical devices case study.
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5. Presentations & Demo Videos
Presentations & demo videos are usually targeted at buyers in the decision stage. They are the most visualized type of content, allowing technical companies to showcase their products in an appealing and easy to comprehend way. Here is a good example of a product demo video from Schneider Electric.
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Conclusion
It is important to consider the buyer’s journey when building a content plan structure. It will provide a basis to facilitate the outlining of an effective content marketing plan. This way you will serve the proper content to all types of buyers, yielding better results.
Read more about our “Global Growth Methodology” here >>>
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2084,"Why Engineers Should Be Involved in Sales and Marketing","Industrial manufacturing companies typically address highly informed technical and business audiences. Due to the technical nature of their business, an engineer with in-depth knowledge of their products can contribute significantly both to the company’s marketing as well as sales efforts. Using an engineer’s perspective, a company will appear more trustworthy and effective when sales and marketing materials are based on solid technical foundations.
In this article, we’ll showcase the importance of involving an engineer in your marketing & sales processes. We’ll also present practical ways on how to utilize engineers to build trust and establish authority with your audience.
Dive Deeper: The Global Growth Methodology for Industrial Companies
How to Involve Engineers in Sales & Marketing
Content Creation![]()
Technical content is very difficult to compose properly without a solid engineering background. Your audience - being technically versed - will spot errors, out of place information, and beating around the bush, in a heartbeat. These professionals tend to enjoy content that is concise, accurate, and to the point, which requires solid technical know-how.
That’s why for industrial manufacturing companies engaging in inbound marketing, should be involving their engineers in content creation. It is a proven effective way to deliver the type of specialized content required to build trust and resonate with your target audience. This will boost the effectiveness of all marketing materials, from blog posts and website content, to brochure ad copy.
Lead Qualification
Engineers can fully comprehend the technical aspects and details of your products and solutions. This means that they can reliably identify the characteristics of the companies for which your offerings could be a good fit. Engineers provide valuable insight, in setting the right parameters for lead identification and qualification.
Sales & Marketing Strategy
Engineers are not strangers to being involved in company purchasing decisions. This same process transfers to your sales & marketing strategy. Engineers can help with laying down the specifications for potential sales prospects and identifying decision-makers. This way you can address the right people within the right companies, optimizing your marketing efforts and increasing sales leads.
Sales Management![]()
Once you are in advanced discussions with a lead, the challenge shifts from sales communication to finding the product and service that best fit their needs. Engineers have the technical know-how required to identify the needs of prospect customers, and propose the best solution. For this reason you may even consider turning engineers into sales representatives, providing bonuses for closing clients.
At StepUp we specialize in inbound marketing for industrial manufacturing companies, always involving specialized engineers and technical writers for all our industrial content. Let’s discuss how we can help you establish trust and authority with your audience, increase sales and prospect conversions.
Read more about our “Global Growth Methodology” here >>>
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2094,"Best Practices of Digital Marketing for Manufacturers: Build Authority and Attract Qualified Leads","Today’s industrial sector is well aware that digital marketing is an integral part of reaching and interacting with their target audience, prospects, and customers. And even though they are tasked with engaging in online and content marketing, the majority of manufacturers still fall short of demonstrating a positive return from their digital marketing activities.
In this article, we present the challenges that manufacturers face when it comes to digital marketing. We’ll also share our Industrial Marketing Methodology, a digital marketing strategy geared toward the needs of manufacturers.
The Challenges of Digital Marketing for Manufacturers
Even though manufacturers and B2B industrial companies recognize the value of engaging in digital marketing, they face several challenges in doing so:![]()
- Many manufacturers lack a clear plan on how to implement online and content marketing activities. A clear, actionable plan is the basis of all marketing activities.
- Manufacturers rarely take advantage of tracking and measuring tools and therefore can’t demonstrate their digital marketing activities ROI (or lack thereof). As the saying goes, “you can’t manage what you can’t measure.”
- In some cases, manufacturers don’t have the necessary experience on how to target, reach, and appeal to technical audiences. This results in inadequate planning and budgeting, as well as slow corrective or pivoting actions when it comes to optimizing their online marketing.
Dive Deeper: The Global Growth Methodology for Industrial Companies [read more >>>]
Marketing Transformation for Manufacturers
GlobalSpec’s 2019 survey on manufacturing content marketing demonstrates how engineers and technical professionals primarily use the internet to research products and services, before reaching out to a company’s sales team. This points to a meaningful shift in marketing that manufacturers have to make.
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Digital marketing has become vital in the technical customer’s journey. Where taking part in trade shows and running trade magazine ads used to suffice, manufacturers must now shift towards digital marketing to achieve results.
The StepUp Growth Wheel
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We at StepUp specialize in digital marketing for businesses, industries, and manufacturers that target highly technical audiences. In the last 4 years, our team has created a comprehensive Industrial Marketing Methodology, that guarantees company growth, generation of qualified leads, and building authority in the company’s corresponding industrial sector.
Here are the 7 steps of The StepUp Growth Wheel, chosen to help manufacturers dominate their market using digital marketing:
- Brand Positioning: A determining first step is to set the brand positioning strategy & statement, market research, and annual marketing plan.
- Infrastructure: Creation of clear visual and content guidelines, to maintain consistent messaging in all future marketing materials.
- Content Strategy: Defining a comprehensive content plan based on target audience characteristics, such as the buyer personas and mapping of the buyer’s journey.
- Media Distribution: Deciding on the most effective places and methods to publish and distribute content, in a way that resonates with your target audience.
- Lead Automation: Employing lead qualification and nurturing techniques, together with marketing automation tools, to ultimately convert leads into satisfied customers.
- Sales Enablement: The creation of seamless sales processes that guide prospects through your sales funnel and convert them into customers with minimal effort.
- ROI Tracking and Reporting: Setting up the necessary infrastructure to properly track and measure all marketing activities, in order to continuously optimize and achieve the best ROI.
While some manufacturers are having difficulties implementing digital marketing tactics, others are seeing exponential growth, building authority in their sector, and dominating their market. Contact us today to arrange a free 30-minute custom digital marketing session to find out how you can utilize automated digital marketing systems that will guarantee your success for years to come.
Read more about our “Global Growth Methodology” here >>>
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2110,"Top B2B Marketing Trends to Follow this Year","Top B2B Marketing Trends to Follow this Year
Digital marketing has become increasingly popular for B2B and manufacturing companies. The field of digital marketing has also evolved both contextually and technologically.
Marketers constantly need to consider how they incorporate the new online channels and platforms that are emerging. They also need to adjust how they work with their existing marketing tools which are also constantly being updated.
With all of this change, keeping up with the current marketing trends can be challenging. Even more so for marketers of B2B and manufacturing companies, where marketing can be a greater challenge due to the highly technical nature of the value offer. In this article, we present our top 6 picks for the most important B2B marketing trends to follow this year.
Dive Deeper: Download the Playbook for B2B and Manufacturing marketers >>>
1. Specialized Content Marketing
One of the most important marketing principles in B2B is content marketing.
The trend is moving from generalized “marketing speak” to presenting technical information in a educational, concise and easy to understand manner.
Educational content is found to be effective for all different types of formats: professional articles, videos, podcasts, and webinars.
2. Smart Lead Qualification
We are increasingly seeing more companies investing in smart CRMs, powered by artificial intelligence for lead qualification automation. These systems help in identifying qualified leads from early on in the process. When companies increase the effectiveness of their marketing and sales efforts in this way, they are able to allocate resources towards leads that are more likely to convert to paying customers.
3. Personalization
Marketers are increasingly serving prospects with personalized content, rather than the traditional one-size-fits-all approach. Personalization tools can target content depending on personal information such as demographics, interests, and other profiling criteria. This type of targeted content resonates more with the audience, resulting in increased engagement.
4. Offline & Online Working Together
The benefits of participating in trade shows and industry meetups is multiplied when they are coupled with online marketing activities. Firstly, targeted online marketing efforts before a trade show can increase the effectiveness of the trade show. Secondly, by adapting and customizing online marketing after a trade show, a company will have an even stronger impression on their target audiences. When offline and online marketing activities are in sync, a company is able to optimize their effects and provide maximum returns in both cases.
5. PR & Influencer Marketing
Companies are increasingly turning to PR techniques for online marketing. For example, a manufacturer will select middle to high-level managers to publish guest posts on industry trade magazines. Another technique is involving renowned celebrity professionals in their marketing to strengthen their brand.
6. B2B2C
For B2B and especially manufacturers, it can be extremely effective to sell directly to the consumer. Even though they are not the ones who will be purchasing directly from you. The aim is simple, by educating you can influence the end consumer and thereby create demand in your market.
Although we see a technology shift in the industry, what most B2B and manufacturing companies still lack is a clear marketing strategy and an actionable plan. Moreover, there are so many marketing possibilities for B2B manufacturers to choose from. Structuring an actionable strategy that contains the parts that are right for your company can be difficult. This is where StepUp comes in, an inbound marketing agency for manufacturers and B2B companies in unlocking their full potential.
Our clients worked hard to achieve where they are today and we strive to build on that by helping them devise strategies that not only raise their visibility and competitive advantage, but also accelerate their sales and growth.
Contact us for a free consultation to hear how we can help you conceive and implement a solid online marketing strategy plan, tailored to your needs and budget.
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2135,"One Page Marketing Plan: If It’s Not Simple, It Simply Won’t Work","“Marketers with a documented strategy are 313% more likely to report success”
[Coschedule 2019]
Building and implementing a marketing plan is crucial for marketing success. If you want to achieve great results on a limited marketing budget, it requires structure, knowing your market, USP, and a versatile system in place to organize it all. After years of helping companies grow and build authority in their respective fields, we at StepUp have concluded - Simple is Better. Let us guide you through creating a simple and effective marketing plan that will help you crush it this year.
Marketing Plan vs Budget
Believe it or not, in almost every company there’s the feeling that the marketing budget is not enough. However, effective marketing isn’t about allocating large amounts of money. It’s about effectively handling your available resources. Even though bigger budgets offer marketers greater reach, it’s the focusing of marketing efforts that pay off. That’s why there are as many shining examples of smaller marketing budgets achieving incredible ROI, as there are large scale marketing efforts coming to naught.
Request a free audit of your marketing plan to reveal new opportunities for business growth
Key Components for Creating a Plan
Setting S.M.A.R.T. Goals
The key to long term marketing success for any business is to set forth an actionable marketing plan that includes S.M.A.R.T. goals. A structure for creating measurable and realistic goals, that can ultimately be tracked and adjusted as required.
Using a Template![]()
There is an overwhelming amount of marketing plan template options out there. So where should you start and how do you decide which is right for your business? After reviewing dozens of templates, we’ve come across Allan Dib’s “One Page Marketing Plan”, which presents a simple and structured methodology of what we believe is the perfect marketing plan. In this article, we emphasize how the plan works and why you should use it.
The “One Page Marketing Plan”
Setting forth an effective and simple marketing plan requires breaking down your marketing efforts into individual components of three main parts: preparation, going live, and aftersales. This will enable mapping out your marketing into actionable bits to be carried out, and set your marketing plan into motion.
The “Before” Phase
Your Target Market
Defining your target market into a certain niche is the best place to start, and will influence all other aspects of your marketing plan. Focusing on a niche strengthens your position and increases your chances of building authority in your field.
Your Message
Most companies fail to craft a strong marketing message that stands out from the crowd. a great marketing message is about getting the attention of your audience and furthermore makes them respond and engage. The “1 Page Marketing Plan” walks you through how to craft a compelling message, how to get into your prospects coms=ciesness and position your business as the perfect solution.
The Appropriate Media
Choosing the right vehicles to bring your message to the customer, is an important factor in achieving good marketing ROI. Firstly, targeting a market niche is a critical component to increase the effectiveness and decrease the costs of marketing. Secondly, monitoring customer acquisition cost and lifetime value, will help in managing resources effectively and adapt as required. Lastly, consider expanding beyond just social media; realize that your own website, blog, and mailing lists, could be your most significant marketing assets.
The “During” Phase
Capturing Leads
The purpose of capturing leads isn’t to simply save their contact information, in hopes of booking a sale in the future. Its aim is providing them with ongoing value, building authority, and creating trust. Sales will come when they’re prepared to buy.
Nurturing Leads
Following up on your leads is the most important part of marketing. In doing so, consider many alternative ways instead of just emailing. For example, a simple telephone call and promotional packages sent by traditional post containing books and other marketing perks can greatly increase your chances of making a long-lasting impression.
Converting Leads
Lead conversion is where the rubber meets the road and is the result of all previous steps done correctly. To seal the deal, you want to build trust and prove your ability to solve their problem. The use of testimonials, case studies and guarantees are the building blocks for gaining the trust you seek.
The “After” Phase
Great Customer Experience
The greatest chance you’ll ever get to really impressing a customer is when you finally get to deliver your products and solutions. Providing a wowing experience in a systematic way, while helping them get the most value out of your cooperation, is how you foster a life-long customer relationship.
Customer Lifetime Value
One of the best ways of increasing your income is through your current customer base. And there are many ways to maximize the value gained from your existing clientele. Some notable ways to achieve this are raising product prices, upselling additional products or services, ascending from low cost or profitability to high cost/profitability products, increasing purchase frequency, and reactivating your past customers.
Referrals
Similarly to income, your existing customer base is one of your best resources for attracting new business. Actions that can increase and accelerate referrals are simply asking satisfied customers for a referral, offering service discounts, gift vouchers, or other forms of incentives in exchange for referrals.
Making It All Happen
If you’ve come so far into our article, it means you either want to improve your existing marketing efforts or considering how to go about devising a successful marketing strategy. That’s where we come in.
If you want us to help you create an effective marketing plan that works, or to review your existing strategy, we offer a free AUDIT to find the frictions that hold you back from growth.
Check availability for setting your free Marketing Audit >>>
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2152,"How to Set SMART Marketing Goals That Translate to Sales","Are you ready to level up your goal setting game and crush your targets like a pro athlete crushes their training regimen? Well, strap on your game face and get ready to take notes because we're diving deep into the world of SMART goals, and using the analogy of a professional athlete's training to show you how to set and achieve your own big wins. Just like a pro athlete doesn't just show up on game day and wing it, you too need a solid plan to crush your goals. So, let's get started and turn you into a goal crushing machine!
Setting goals using SMART criteria when preparing for your inbound marketing can make or break your plan’s success. Inbound marketing requires a methodical approach in order to be successful and drive sales or any other specific goals. That’s where SMART criteria come in. They help prioritize work, monitor progress and make it possible to identify which points are in need of improvement. So here’s our approach of setting SMART marketing goals for an effective inbound marketing plan.
The SMART Criteria
The SMART criteria serve as a guide in setting objectives that are easy to understand, carry out, and monitor. They are a ubiquitous method used throughout a host of varying principles, in order to set goals in most any type of scenario. The acronym SMART stands for Specific, Measurable, Attainable, Relevant, and Timely.
“Specific” refers to avoiding ambiguity and communicating clearly all critical aspects of a goal such as what needs to be done, why is it required, who should do it, and when and how should they do it. “Measurable” means that a goal should have clearly defined criteria in order to assign a numerical value corresponding to its progress, usually a percentage of the current progress against the final goal. “Attainable” simply refers to set realistic goals that are within your reach in relation to your means and resources. “Relevant” specifies that any set goal should directly relate to a core aspect of your business. Lastly “Timely” means setting a satisfactory due date or duration for each goal. To help you set SMART marketing goals you can request a free one-on-one session with our marketing strategist.
Request A Free One-On-One Session With Our Marketing Strategist
For Help With Setting Your SMART Marketing Goals
Setting Your Goals
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The trick to setting marketing goals is converting them to numbers, committing to carrying them out, and monitoring their progress. Buzzwords like “engagement”, “visits”, or “conversions” can be ambiguous and unclear. This can result in confusion over what exactly needs to be done. What's even worse is when these buzzwords are used to justify their own shortcomings. The solution is that by using SMART criteria, even abstract terms can be easily flipped into goals. Defining, for example, the goal to “increase conversions” as “X% increase of website visitors that proceeded to fill-in an interest form within the period of next quarter” immediately turns this vague statement to an actionable marketing goal.
Prioritizing Your Goals
Of the many goals that can be set for marketers, the most recurring ones are increasing visits, working on contacts, and acquiring customers. We believe that companies need to assess their current state and focus on just one of these accordingly. Firstly, if you are just starting off with your website or already have good conversion rates, you should focus on increasing your visits to ramp up your business. Secondly, if you have enough traffic but are not getting enough sales leads, you should focus on working on your contacts. Lastly, focus on customer conversion if you have enough traffic to your website. Visitors show interest in your products and services converting to leads, but just don’t proceed to purchase and becoming paying customers.
Determining Key Inbound Marketing Metrics
When setting for measurable goals, it is important to be able to determine a key metric for each one. Then, compare this key metric to a pre-set benchmark. Of course, the list of different metrics can be endless, since it’s dependent on the goal. However, we’ve found that it helps to have certain metrics in mind when setting your inbound marketing goals. With regards to blog posts, these are CTA (Call To Action) clicks, overall blog page views, number of shares on social media, and number of inbound links. When setting up email metrics, key metrics to watch are open & click rate, delivery rate, bounce rate, and unsubscribe rate. For measuring the effectiveness of content offers, it’s important to monitor the number of landing page visits, the readers to leads conversion rate, and social media shares.
Creating Your Plan
So you have set your SMART marketing goals, prioritized them according to your company’s current needs, and determine key metrics for each one. Now it is time to put it all together into an actionable plan to follow and implement. Consider this plan as a tool to assist you in concentrating all of your inbound marketing efforts around a single ultimate goal, and help you achieve it.
It helps to break down your plan into three main activity sections: attracting, converting, and closing. Firstly, attracting customers involves optimizing your marketing materials and web pages, defining your target demographic, crafting your message, and developing an ad framework by choosing the appropriate media and ad types. Secondly, for converting customers it helps having defined a clear conversion path to an offer, such as CTA, landing page, follow up emails, and top of the funnel offer. Lastly, closing a customer requires some type of marketing automation system, segmentation to specific groups, optimizing web pages, having appropriate content offers, and sending the right emails at the right time. These three sections are in line with the three sections mentioned in our one-page marketing plan article.
Taking Your Inbound Marketing to the Next Level
A lot can be achieved through setting and implementing a good marketing plan yourself. However, B2B companies have to keep up with the increasingly competitive industry landscapes and their specialized needs. This is why most B2B companies have the tendency to drift attention to core operations rather than focusing on marketing efforts. We at StepUp have been helping b2b companies and industrial manufacturers in strategizing, planning, and implementing their inbound marketing efforts, while they focus on their bottom line and core operations. Contact us to claim your discovery session on how to create and implement a positive ROI digital marketing growth plan for 2020.
Check availability for setting your free Discovery Session>>>
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2174,"How to Get Upper Management On Board With Your B2B Marketing Plan","As a CMO, part of your work is to uncover new methodologies and plans that can work for your business. You have done the research, and you might have even tested it out. Now you need approval from your managers to implement that shiny new B2B marketing plan.
Uncovering a B2B marketing plan that will work for the unique needs of your company is no small feat. However, the hard part may still be ahead of you. You want to make sure that your superiors are supportive of your work, understanding of the tasks at hand, and, perhaps most importantly, are willing to back you up with the budget that you need to execute it properly.
Request a FREE one-on-one session with a marketing strategist
to help you set up your SMART Marketing Goals
Set up the meeting
The very first step to implementing your B2B marketing plan is to let your managers know that it exists. Set up a meeting for your upper management team, and make sure the agenda is clear. It might be a good idea to send an email to give your meeting the attention it deserves. This is not the kind of meeting that you mention in passing to your supervisor in the hallway. Rather, this is the kind of meeting that requires a calendar invitation, and probably an email follow-up explaining the purpose of the meeting.
You want to let them know ahead of time that they will be presented with a new plan and a new budget. In your meeting invitation, including “teasers” about the plan, mentioning key elements or out-of-the-box components that will grab their attention. At the bottom of the email invitation, add a line about discussing a proposed budget that requires their approval.
Own it
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In the B2B world, a lot of your meetings might take place without so much as a whiteboard. As the CMO of the company, in a digital world, you want to bring technology into the board room. You’ll want to wow your supervisors with a PowerPoint presentation - or even take the time to create an interactive presentation like one of the free templates on Prezi.
Include all of the relevant details of your B2B marketing plan, and be open to questions about the smaller details that you might think are obvious. Once your presentation is prepared, take the time to review it. More than once. You want to be the captain of the ship - and practice is key.
Follow up
After the flawless presentation of your ideas for implementing a new marketing plan, the room might sit silent. Or, your upper management team might have asked dozens of questions throughout the presentation, turning your 30-minute meeting into an hour and a half. However your meeting ended, you likely don’t have final approval from the managers. You might need an extra push to get that budget approval you’re seeking.
This is where your follow-up is vital. Sending out an email to those present at the meeting is a basic first step. Thank them for attending and for taking the time to meet with you. Attach a copy of your presentation PDF for their records. And most importantly, include a deadline for their response.
You’ve now given upper management all the tools they need to make a decision. Your next step is to make sure it happens. You’ll want to schedule a follow-up email close to the deadline, to check in on the status of their decision-making process, and ask if they have any additional questions.
Want to call in an expert?
Sometimes, presenting your new marketing plan to upper management can seem daunting. Why not bring in an expert to do the hard part for you? At StepUp, our team can support you throughout your work - from presenting a marketing plan and growth strategy, to helping you implement it. Set up a call with a member of our team to consult on what kind of marketing strategy will work best for your B2B company. We’re here for you, every step of the way.
Check availability for a free Discovery Session with a StepUp Strategist>>>
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2196,"Future of the CMO's Role in B2B and Manufacturing","You’ll want to read this article if you're a Chief Marketing Officer in b2b and face any of the following challenges:
- Insufficient marketing resources with budget or team
- You feel constant pressure from management to present proven results
- Difficulty in effectively executing your marketing plan
- Difficulty in prioritizing and organizing the marketing tasks and responsibilities
Request a FREE one-on-one session to review your company's Marketing Strategy
Today's Challenges of the CMO in b2b
In recent years I've met and spoken to hundreds of marketing executives at B2B companies. When I ask them to describe their challenges as marketers, the common denominator is a very strong and genuine desire to succeed in the role met by frustration with management who’s not on board with their initiatives for implementing new processes.
The explanations I get are usually along the lines of management’s lack of understanding of the CMO’s role or the lack of cooperation and desire to invest in the resources needed for the CMO to succeed.
What's in a Title?
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These challenges of the marketer have been covered in-depth many many times before. But this only proves that the role of the marketing manager is the most challenging role at the management levels and the most difficult to maintain over time. Research shows that the marketing manager's position lasts for approx. 42 months, which is in comparison, half the time other managing roles.
Furthermore, there are companies such as Johnson and Johnson, Uber and Hyatt Hotels that have decided to completely eliminate the role of Chief Marketing Officer (CMO) and convert it to more general role definitions such as company Growth Manager or Customer Success Manager.
Is the Role of CMO Facing Extinction Or Rebirth?
Let's first try to understand the reason for friction between the marketing manager and upper management mentioned above.
It begins with the digital revolution that has transformed the marketing world. If once companies had few means of reaching the customer and only companies with enormous budgets could advertise and stand out, today every company can reach its entire potential clientele, sometimes, at the cost of cents.
This new reality created possibilities for the rapid growth of unprecedented proportions which we’ve seen from the mega brands of today from the likes of Google, Facebook, Amazon, Airbnb, Uber and more who've gone from small startups into giant corporations at meteoric speed. This new reality changed the business world completely, and marketing as well.
A Source of Friction with Upper Management
On the one hand, it's easier to reach your audience accurately and cheaply. But on the other, it's much more difficult to stand out and get your audiences' attention. This sets the ground for friction when companies struggle to grow today despite all the many media and advertising opportunities.
What then, differentiates between companies with amazing growth and those who stay stagnant? And how does this relate to the marketing strategy?
The answer, in my opinion, lies in a very common tendency of senior management, as well as marketing managers, to seek quick solutions. When it comes to using social media or advertising with Google whatever it might be - a “results now” mindset creates a difficulty when building a solid strategic plan.
The CMO of the Future
The CMO of the future will understand that no matter how easy and fast digital marketing can help the company grow, it will ultimately fail if the tactics used don’t have a long term strategy behind it.
The CMO of the future will also know that in order to further accelerate growth, a system needs to be in place for the strategy to be executed efficiently.
At StepUp our mission is to help you, the CMO of today become the CMO of the future by building the right strategy and implementing systems for accelerating your company’s growth.
Check availability for a free Discovery Session with a StepUp Strategist >>>
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2227,"5 Keys to Success For The CMO of The Future","How the Digital Revolution Affects the Role of the CMO:
One of the main challenges of marketing managers today is the overwhelming amount of marketing tactics and technologies. Most marketers are busy trying to figure out how to implement the latest marketing tactics, gimmicks and glittering trends they discover. But the clearest of all is that most of today’s CMOs just don't have a clearly planned and measurable customer conversion strategy. Often, management will end up frustrated by the gap between the opportunity and lack of results. This, of course, is where the CMO finds him or herself feeling defeated.
Act Accordingly When Management is Not Marketing Oriented
When management has an engineering or financial-based background and not marketing oriented you can expect a lack of patience to see results. Small disappointments in marketing results can immediately impact the entire marketing department. Budgets are cut, and the frustrated marketing managers find themselves looking for a new challenge in another company.
Request a FREE one-on-one session to review your company's Marketing Strategy
So What Can be Done? Should You Just Accept this Reality? Or, Is There Something You Can Do About It?
Yes, there are things we must accept, it’s not always up to you. There are CEOs and owners of well-established, successful companies that do not ""believe"" in marketing. They’ll say we have a solid existing customer base that we need to be loyal to and that’s enough to sustain the business. You can also expect to hear something about what worked “in the good old days”: personal relationships, a quality product that’s worthy enough to strive on word of mouth. All of which is great of course but limited as a single strategy for a company’s growth. The likelihood of these companies succeeding or even holding up in the coming years is not high.
Consider if You’re in the Right Place to Make the Impact You Seek
If you’re an ambitious marketer looking to create an impact, you must consider if you’re in the right place to do so. And so, if you feel you don't even have the desire to deal with this kind of management, I would suggest that you simply look for another place with management that is ready to give you a chance.
But if you have confidence in your manager and you want to succeed with your marketing plan in the company you work for, here are the 5 Keys to success. Following these will help you strengthen your position as well as the entire marketing department within the company.
1 - Set Common Goals with the Company's Business and Sales Plan.
Your CEO wants to know that you can increase revenue for the company’s bottom line and how you can go about doing that. CEOs' commonly express their frustration when marketing managers consistently demand additional budget. The problem is there’s never a straight-up explanation of how that budget will actually make more money for the company (ROI). Therefore, my advice for gaining management's understanding is to communicate that your priorities are aligned.
You can begin by building a marketing system that clearly presents how your marketing activities directly influence the company's sales and profits. You must be able to prove that marketing has a direct impact on sales. Determine measurable and accurate marketing goals and commit to meeting those goals.
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Even if you fail to reach the exact goals you set, the growth process that you put in place will present you as a professional that is devoted to the company’s success.
It’s Crucial to identify if your management is not marketing oriented. That means you have to limit the usage of marketing jargon and limit going into depth on the marketing side of your plan. Instead, you’ll want to focus on the revenue side - and say “This is how we will grow and make more money”
You should consider using the SMART method when setting goals:
Specific: Calculate how much traffic you need to reach sales goals.
Measurable: Use real numbers you can track
Attainable: Be reasonable with setting goals that you can reach
Relevant: Set the marketing goals to align with the company business plan
Time-bound: Set the time table and KPI’s so you can track your progress
At the same time, it is very important when setting goals to involve the entire team and senior management. It is important for everyone to be in sync and up-to-date on what final purpose marketing serves.
2 - Don’t Go Into Battle, Without A Set Marketing Plan
Professionals have a plan to succeed with a clear route toward achieving their goals. A common mistake is to build a complex program, full of details and descriptions. It’s a mistake because it’s these complicated plans that are difficult to understand and execute.
What’s interesting to me is, when it comes to creating a marketing plan the most successful ones are usually the most simple.
Creating a Successful Marketing Plan is No Easy Task
You’ll find yourself asking “what methods should I use?” “Which tools and strategies are right for my company?” ”How can I effectively communicate the plan to management so that I get enough budget approved”?
To build a good plan, you need to know what needs to be done to succeed.
Pareto’s 80-20 rule is well known but not put into practice nearly enough. The rule says 80% of the outcome comes from 20% of input. The principle is to identify the best assets and use them efficiently to create maximum value. 20% of the marketing activity you do will produce 80% of the results. The same is usually true with customers - 20% will bring you 80% of the profit. If you know how to focus on 20% of the most profitable activities, you can grow quickly.
How Can You Determine Which of your Marketing activities is The Productive 20%?
Working with a digital marketing and sales platform that has the ability to monitor results with accurate metrics will empower you to figure this out. (Hubspot for example) With such a system in place, you’ll be able to connect your marketing activities with sales and analyze the entire customer acquisition process. From the content familiarization process to the closing of the transaction and service delivery.
The Importance of Setting SMART Marketing Goals
Applying SMART goals to your digital marketing plan will be the basis for creating a system for tracking and measuring results. You'll be able to analyze the entire customer acquisition process. From the content familiarization process to the closing of the transaction and service delivery. If your company doesn’t currently have SMART goals in place - this should be the first priority to first focus on for your marketing plan. This is the most significant investment you can make for the long-term and is sure to cement your legacy in the company’s future.
3 - Building Momentum is More Important than Meeting Goals
The goals you set and the plan you create will serve as the company’s compass. However, the real measure of success is not necessarily meeting the goals. The main goal of a company that is just starting out in digital marketing or still in its early stages, is to build an infrastructure and a marketing system that consistently produces positive momentum in the company.
Marketing Momentum is Created by the Consistency and Stability of New Traffic and Leads
When there’s a system in place, the momentum can be continuos and build upon itself. And so, the main goal is to build a systemic marketing and sales processes that create a setting for continuous growth.
The system and momentum have to be built and it’s up to you to do it.
Weight Loss as an Example
You can lose weight and become fit with exercise and good nutrition but there has to be consistency and commitment to a plan. With patience and perseverance, your weight loss success transforms from being a goal you achieve to you becoming a new person in the process. The person you become doesn't only weigh less. You form a new determined mindset that nothing can stop you from reaching your weight loss goal.
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You won't lose weight after two workouts in the gym. You do know that if you persevere, and work out in the gym for six months, you are sure to strengthen your body and lose weight. What's important is to recognize the progress which creates momentum. A win is a win. One win gives you encouragement and confidence to go get another.
4 - Performance and Trust
Two Most Important Metrics for Generating Growth in the Company
In the marketing world, this would be Performance and Brand.
Simon Sinek talks about meeting the Navy Seals and what he learned from their process for deciding the best candidates to make the team. What’s interesting is the balance between the deciding factors. It boils down to performance and trust. Which do you think would take precedence?
Obviously, the ideal candidate is the high performer and the guy who can be trusted in any situation.
It comes down to these two qualities: There’s the soldier who aces every test and has extraordinary skills and ability. However, when it comes to trust, there are question marks. The other soldier is someone that you’d trust with your wife and children but has low scores across the board. Who do you think makes the team? High performer with low trust or the weak performer with high trust?
The Navy Seals always choose the high trust candidate.![]()
In the marketing world, these are exactly the same questions the customer asks. Today more than ever, the customer weighs not just the quality of service or product but also the brand.
It is, therefore, essential to take both of these sides into account when creating a digital marketing plan. How to improve metrics and performance, but also answer the question - how to strengthen the brand in the market? Your audience must trust your brand and not just come your way because of a specific feature of the product you’re trying to sell them.
5 - Metrics and Technology
In the world of B2B, measuring results is a very big challenge where the sales process is long and often complex. Many companies don’t possess the tools to track and measure their ongoing activities accurately.
It’s important to maintain a healthy perspective when setting goals. It’s not all about hitting that specific KPI. (If you do that’s great). Your overall goal is to create consistent and systematic growth of the company’s marketing and sales.
In order to Measure Growth, You Need Clear Metrics
You need to know what the status is at any given time. You should be able to clearly see how your current status compares to the goals you set. The progress must be consistent and measured periodically.
Metrics are important to you as the CMO, but they’re especially meaningful to management. Metrics can be used as a powerful tool for building trust if correctly communicated to management. Metrics that are presented each quarter with an explanation of how they impact the bottom line can be your key to management’s trust.
It Needs to Be Easy to Implement
In order to build a metric analysis infrastructure, you need simple, easy-to-work technology tools. It needs to be easy to implement. And lastly, it must synchronize between the company’s marketing and sales systems.
This is a very big challenge for companies in growth stages. The platform we believe to be most advanced and also most simple to implement and operate is - Hubspot.
With Hubspot you can track every step of your customer’s acquisition process. From the initial digital interaction to the final steps of the deal being closed. The entire process will be documented in the system. The platform offers options for analysis and measurement to examine any direct and indirect impact of marketing on the company’s bottom line results.
The CEO's Confidence in You Will Evolve as You Bring Results
When that trust builds, you will have more freedom, more credit and support. This paves a path to promotion and in a positive spirit. If you want to upgrade your salary, get promoted or simply validate your success, there’a no better way than having proof of how your work positively affected the entire system and there is nothing more fulfilling and exciting than knowing you were responsible for it.
There is nothing more fulfilling and exciting than seeing how the activities you have designed and implemented, brought results to the company, increased revenues and profits, and brought the company to a new place, both in terms of revenue and positioning the company as a market leader. With proper work and perseverance, it's all thanks to you, and you can get credit for that too
Check availability for a free Discovery Session with a StepUp Strategist >>>
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2256,"5 Successful Marketing Strategies Examples to Adopt During and After Covid-19","The Covid-19 outbreak has disrupted people’s lives as well as businesses. In this article, we want to give you, as a marketer, examples of the most successful marketing strategies that you can immediately implement in your company.
This crisis has changed the business landscape, and the unprecedented consequences are felt around the world. No business or market has been left untouched. Fortunately, all is not lost. With disruption comes growth opportunities and mechanisms to overcome challenges. Crisis times force businesses to become sharper, more creative, and more efficient than before.![]()
With the right mindset, you can use the crisis to your benefit and find future strategic ideas to make your company thrive. The secret lies in understanding your market and customers to identify new opportunities to take your business to higher levels of success.
Continue reading to discover the holy grail of your next growth hack, and ensure the success and survival of your business during and after the Covid-19 pandemic. This article outlines five creative ideas that you can customize to fit your industry and customers to achieve better corporate results during and after the crisis.
Request a FREE one-on-one session to review your company's Marketing Strategy
1. Recreate your Marketing and Sales Funnel
Things are hard right now and will be for a while. Most industries are registering low conversion rates. In the travel industries, for example, things are terrible, with Delta Airlines losing $60 million daily.
Nevertheless, although consumers are not buying right now, they will do so in the future. Therefore, it is best practice to change your marketing and sales funnel to accommodate this new reality.
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Offer your audience something free during these hard economic times: free trials, free courses, or free sessions. Provide them with more content and even give them premium content for free.
By offering consistent and high-quality content to your customers, you build trust, connect with your audience, and increase brand awareness. You also encourage conversions because consumers have the information they require to make informed purchasing decisions.
Digital marketing gurus, HubSpot, and Neil Patel are leading the way with freebies and discounts. Neil Patel is offering Ubersuggest premium features for free while HubSpot is giving out up to 50% discount on their platform.
2. Respond to the Crisis
A recent study by the American Association of Advertising Agencies reveals that 56% of consumers are happy that brands are helping in the Covid-19 pandemic. While some brands are supporting affected communities, others are offering the much-needed help in healthcare institutions. They are giving levity, relief, and resources that those who need them most.
A good number of companies are responding to the Covid-19 crisis with special offers, new services, special resource pages, and other helpful approaches. Here are some examples.
- Sisense is helping customers and communities fight Covid 19 with analytics. It is offering relief packages for customers, free analytics, professional services, and strategic consulting.
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- HubSpot has introduced several support measures and resources to help customers and communities adapt to these challenging times. Among them include new content series, marketing and sales benchmark data, and a HubSpot community for people to connect with like-minded professionals globally.
- Quasar: it is helping customers during these times of struggle by offering aid on business continuity. By expanding its manufacturing capacity, the company is helping medical device firms that are facing challenges meeting production goals.
3. Invest in Content Marketing
Currently, social distancing is the new norm. Even after the crisis is contained, distancing between people will stay with us. To tackle the distancing, many people turn to the internet to learn. Also, people still want to research products and services online before they contact a company.
Another great marketing strategy example to survive this crisis is to invest more in educating customers. It will offer a great opportunity for businesses to connect with customers and build healthy relations. Below are a few ways of educating your customers;
- Develop a learning center on your website, endowed with guides, whitepapers, webinars, and courses.
- Use online learning tools. You can create applications and automation tools that can help your customers. Neil Patel's Ubersuggest is a prime example of an online tool that generates keyword ideas for clients. Also, HubSpot excels in creating online tools for its customers. Its free Blog Ideas Generator gives customers numerous blog post ideas in seconds.
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4. Virtual Events
We are uncertain when real events will be back in our lives. However, thanks to technology, you can host a virtual event. Virtual events occur on the internet and are not restricted to a single locality. With internet connectivity, you can participate in a virtual event from anywhere around the globe.
Virtual events are invaluable for companies during this crisis for several reasons. First, you reach a wider audience because people can join in from anywhere in the world. Second, virtual events are cheaper to hold –you don't have to incur the costs of booking a venue and hiring an event planner. Third, these events are measurable –you can determine how many people attended, their residence, which sessions were popular, and how the attendees paid for their tickets.
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Wista CounchCon is an excellent example of a video marketing platform for enterprises. In 2018, it held its first virtual event called CouchCon. The virtual event featured 13 influencers who taught attendees about using video for marketing. Content Marketing Conference allows you to watch CMC 2020 on-demand for free in May during the pandemic. AltGDC is a primarily-virtual conference on game design and development.
5. Watch Your Industry Pains
The Covid-19 crisis has affected many industries. These industries need to reinvent themselves for the future. The tourism industry, for example, can look into options like virtual tours or 3D visuals of tourist places.
Businesses that fail to reinvent themselves will be removed from the market. To emerge winners in this crisis, enterprises must combine resilience and agility. They must determine where they should be strong, and where to be flexible.
So, a good marketing strategy example is to examine your industry to identify the new pains your customers may be experiencing. It will offer lucrative opportunities for your business to leverage. Here is an outlook of how companies are capitalizing on new customer pains in the wake of the crisis.![]()
- Quasar Medical, a medical device manufacturer, saw that there was an increased demand for medical devices, and many manufacturers were shutting down due to the pandemic. The company was fully operated and sought clients who were looking for new manufacturers to meet their demand.
- Vintage Grape: like most wine manufacturers, Vintage Grape adopted crisis opportunities and opened an online store to sell wine online.
- Game makers and sellers are winning big in the pandemic. With so much time in their hands, people are turning to traditional board games and puzzles. The demand for board games and puzzles has increased significantly.
- Artists and handcrafts: artists are coming out prominently as essential professionals in the time of crisis. They are using art to unite people as well as help the masses cope and heal in the face of the pandemic. Artists and handcrafts are taking their works online and getting extensive viewership in return.
Bottom Line
Covid-19 has sent businesses spinning, with many struggling to survive. Luckily, all is not lost. When a crisis looms, it is the ideal time for bold and creative entrepreneurs. This article offers five successful marketing strategies examples you should adopt during and after Covid-19 to ensure the survival and success of your business. You can find one thing to do to make a difference in your business. And if you need help, we can brainstorm together.
Check availability for a free Discovery Session with a StepUp Strategist >>>
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2498,"5 Steps to create a game changing inbound marketing annual plan","Those last months of the year are always accompanied by mixed feelings for marketing teams. It's the time to face the truth - how does the current year end? Did we meet our goals from our last annual inbound marketing plan? What will the organization or management say about how the marketing performed? And yet, that’s also the time to plan ahead for next year, figure out how to move forward from here on out, How to set clear and ambitious goals, and how to understand what is needed and what is worth doing.
These questions are true concerning the entire marketing plan of the organization, and certainly inbound marketing. It's time to examine your content creation methodology, metrics, and the goals you'll want to achieve next year. So, If you are right now a moment before those planning moments - here are 5 steps you should make sure you have gone through to create for yourself a complete picture and effective tools for planning next year:
Step #1: Start with a thorough check of the endpoint of the current year:
Start by cross-referencing data and examining various inbound marketing indices. It is recommended to start with a general look at the website and blog traffic this year - where did that traffic came from, what organic sources, what performance did social media sources bring with them, and what did your marketing emails do?
From there you should continue to understand what happened this year with all those leads received. Where did most of the leads come from? Was it regular traffic? Campaigns? From a specific form on the website? And what happened to those leads? Try to analyze where they came from to locate those leads that eventually became customers.
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Continue and explore all the content distribution platforms you have worked within the last year - from email marketing and through your social accounts and sponsored media. The formula you have to work with is to identify those successful leads received and analyze back where they came from and how they first converted.
Concentrate all the information you have gathered in neat tables or slides and try to analyze the trends - what worked better? What less? Try to guess why each trend happened? You will be amazed to discover interesting conclusions and you will also be able to create for yourself benchmarks that will serve you well for next year.
Step #2: Now analyze the places where you failed this year:
Well, failures are part of the way. You know, they say that straight roads do not make skillful drivers. And you know what? You will soon know they are right! It's no fun to make a mistake, but the cliché is true – those are our greatest learning points.
Some failures are due to wrong planning, some are due to wrong thinking and some simply did not stand the test of reality - successful as they may be. Go through the annual plan you placed at the beginning of the year and check where you failed to implement the plan. Try to understand what happened there along the way and try to create principles for yourself for the next plan -Should you leave that effort behind? If not, then through which way should you try this year? And maybe it's time to change or re-adjust the experience?
These are thoughts worth doing right now and producing from them a very clear list. You will thank yourself later in the next steps.
Step #3: Move on to define the company's business goals for next year:
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Now that you know what went right and what went wrong this year - you need to set or understand your company's business goals. It is time to sit down with the company's management and the various departments in it to understand the internal goals, the challenges, and the places that can be marked from which the company's growth will come next year.
If you know how to mark product and business arrowheads that will bring more significant growth in terms of money and value to the company - you can later target your marketing plan and easily define where to invest more effort and where to reduce.
Step #4: Choose a smart platform to work with:
Everyone talks about it knows it's the next step in organizing their marketing and understands the benefits - but not everyone realizes the actual potential. It's your time to make sure that next year you can move forward to a single platform that knows how to centralize the distribution, measurement and inclusion of all your marketing activities.
Set a budget and decide to move forward beyond Excel and folders scattered on your computer and set yourself to move to such a platform. HubSpot is a good example. Such a decision before creating the annual plan - will allow you to better plan your marketing work next year and will allow you to make sure in advance that you have quality and measurable tools for marketing control.
A platform that will allow you to produce a single overview of the marketing efforts, along with the option to dive into various elements and analyze them down to the level of profit for the company - will make a significant change for you next year. Come on, don’t wait with this.
Step #5: Before thinking of new content - turn exiting content into Lead Magnets for next year:
Sometimes, the greatest wisdom is not to invent new content but to use more wisely the sources that already exist. Therefore, what is very worthwhile to do at the end of the year is to analyze and locate which content was the most successful you created in the past year - both in terms of content quality and value it provides to the reader and - in reality test - the content that generated the most leads.
Start thinking about how next year - you get a lot more out of them. One way to do this for example is to turn this existing content into files that can not be read just like that on the website but the reader must fill out a form and leave details to download the content. Nice one, huh?
And that’s it. When all the data - analysis of the past year, business goals, smart platform and new lead magnets - is in your hands - you can move on to creating an annual content plan. When you're headed to produce that plan for next year, make sure to produce clear goals, quarterly test points to make sure you are on the right track to success, focus on SEO and creating interesting content.
A program created from such an analysis - brings with it a lot of potentials. Good Luck!
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2520,"Case Study: How through Transformational Quick-Win Strategies and HubSpot Onboarding Process, Elsight Gains Vision For Growth","Digital marketing in a B2B environment is difficult, especially for new players with limited exposure. Businesses demand quick results and immediate returns on their investments to prove the effectiveness of a marketing campaign. To make this possible, they approach industry experts who can guide them and generate results in the shortest time.
This case study sheds some light on how StepUp used excellent strategies and HubSpot tools to improve the marketing approach of Elsight. Working with the marketing team on optimizing their processes, we saw a 470% increase in MQLs and a 26% increase in organic traffic.
Client profile
Elsight strives to revolutionize the connectivity market and reduce the existing digital divide through its unique software and hardware solutions. The company develops comprehensive end-to-end connectivity solutions to propel businesses towards success in a seamlessly connected environment. Elsight specializes in customized and mass-market solutions for various industrial sectors and keeps everyone connected on-site and on the go.
The company started in 2009 and currently operates from Tel Aviv, Israel. Elsight has established itself as a top brand with multiple projects for public security organizations, militaries, fleet management companies, government offices, logistics/fleet management companies, and other essential industries.
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The major challenges
Elsight approached us with little to no experience in the digital marketing domain. lack of a digital marketing strategy meant Elsight was significantly lacking digital presence. The marketing team was stressed because higher management demanded tangible results and new leads.
StepUp started by identifying Elsight’s key challenges and worked with the marketing team to address them. We also trained Elsight’s marketing team on using Hubspot Marketing Pro which provides the tools they needed to maximize productivity. Check out what Asaf, Elsight’s marketing director, has to say about our services:
“When I reached out to StepUp I was a young marketing manager. Elsight had minimal digital presence or processes in the B2B environment. StepUp coached, taught, and made everything work for Elsight in the digital marketing sphere, ‘from zero to one’ and more. Hiring outsource services is not an easy decision to make, there are a lot of doubts and questions in the beginning. With StepUp everything was clear, with a plan, timeline, and transparency to the highest level….”
Here are the three main issues Elsight had that needed immediate attention:
Connecting the digital marketing strategy to Elsight’s marketing goals
Elsight was new to digital marketing. The marketing department did not have a customer segmentation system or helpful personas to target through its content strategy. This meant that the overall marketing effort focused on hitting KPIs but lacked a clear digital marketing path.
Improving departmental alignment
Converting a lead requires seamless operations and collaboration from all concerned departments. But marketing and sales alignment can be very complex. Most organizations don’t even realize how much of a priority it is and a key factor of success. Luckily, Elsight’s leadership understood the importance and jumped on our plan to create a joint system that would enable a productive and collaborative operation between marketing and sales.
Limited marketing budget
Elsight’s marketing department had found themselves in a challenging position. They felt there was a discrepancy between the KPIs put in place that was expected of them to hit in comparison to the budget they had to work with. The primary challenge was in understanding how to correctly assess and prioritize the KPIs and calculate according to the budget at their disposal. This left them with the decision to either not fully reach each KPI or to prioritize a select few whiles completely giving up on the rest.
Our solutions
After understanding the expectations and challenges of Elsight’s marketing team, we implemented a series of effective changes for immediate results.
Identifying Elsight’s Buyer Persona and Developing a Content Strategy
We started by revamping the content strategy and introducing basic customer segmentation to optimize the process. Appropriate buyer personas from each segment were developed, and we built a content strategy around each profile.
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Leveraging Technology for structured and systemized growth
We used HubSpot to ensure a seamless and automated onboarding process. HubSpot allows users to manage all campaigns and conversions from a single platform, so tracking progress became simpler. We also worked with the marketing team to develop functional KPIs that allowed the department to gauge its performance and take corrective measures when needed. HubSpot’s reporting feature proved to be most helpful as it allowed Elsight to track its incoming traffic and keep a record of MQLs from digital sources.
The reports and insight feature of HubSpot allowed us to track and measure the performance of ongoing marketing activities and determine the best course according to a situation. Our team worked with Elsight to create a comprehensive marketing plan with an attractive campaign and distribute the brand’s message across various media platforms. The insights from HubSpot also allowed us to further optimize Elsight’s customer segments and come up with a razor-sharp approach for guaranteed results.
Training the marketing team for consistent performance
While working on the strategy and integrating the necessary technology in Elsight's existing setup, we also trained them on the basics and demonstrated how to deal with prospective clients according to their digital journey. Our team worked with the clients to show them how to effectively use insights to make informed decisions.
The impact
Elsight’s marketing department immediately saw the potential of our solutions. The project was a success for Elsight as they saw an immediate spike in organic traffic and gained new customers in a short time.
Some of the most noteworthy benefits we were able to introduce are:
1 – 470% increase in marketing qualified leads (MQL)
Our targeted content, along with excellent distribution strategies increased Elsight’s engagement with potential customers. Marketing qualified leads (MQLs) are an industry-standard metric for gauging the success of a marketing campaign. In only 4 months, we were able to increase them by 470%, which shows just how much of a difference strategizing can make.
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2 – Significant increase in digital marketing budget
Once the marketing department started showing results and generating converting leads, increasing their overall budget was imperative. Many new clients appreciated the professional content Elsight was creating with us and admitted that it was among the major reasons for their consideration. This indicated the importance of inbound marketing to the management, who complied with the department’s demand and increased their budget by five times.
3 – Optimized resource allocation through HubSpot
HubSpot tools are a must-have for any effective marketing team. Having all the key data in a single platform allows the concerned parties to make informed decisions at the right time and improve their overall marketing strategy. This platform also allows the users to effectively allocate the resources at their disposal and seamlessly work towards capitalizing on new opportunities.
Summary: StepUp helps effective demand generation campaigns using HubSpot tools
StepUp successfully changed the marketing approach of Elsight in a short time span. Our proven methodology and focus on efficiency through automation was well received by the client, who wholeheartedly recommend our services. Asaf declares that:
“I have never experienced anything like it. I trust them, I enjoy working with them, and will continue to work with them, as they are one of the main reasons we are now scaling, generating valuable accurate leads, and marketing our products to the right people while reaching our quarterly and yearly goals like a charm. Oh, due to my work with StepUp I got promoted to become a marketing director. Not only the work done helped the company, but my personal career path changed, as I got a significant promotion.”
Thinking about getting started with HubSpot? Are you an existing user looking to make the most out of the tools in hand? Contact StepUp today and revolutionize your marketing approach.",http://192.168.1.12/finalgo/wp-content/uploads/2020/12/עיצוב-ללא-שם-8.png|http://192.168.1.12/finalgo/wp-content/uploads/2020/12/Screen-Shot-2020-12-30-at-14.05.26.png|http://192.168.1.12/finalgo/wp-content/uploads/2020/12/Screen-Shot-2020-12-30-at-15.07.39.png|http://192.168.1.12/finalgo/wp-content/uploads/2020/12/עיצוב-ללא-שם-7.png|http://192.168.1.12/finalgo/wp-content/uploads/2020/12/עותק-של-ללא-שם-6.png|http://192.168.1.12/finalgo/wp-content/uploads/2020/12/WhatsApp-Image-2020-12-30-at-16.16.52-1.jpeg|http://192.168.1.12/finalgo/wp-content/uploads/2020/12/WhatsApp-Image-2020-12-30-at-16.16.52.jpeg|http://192.168.1.12/finalgo/wp-content/uploads/2020/12/11.png|http://192.168.1.12/finalgo/wp-content/uploads/2020/12/222.png,עיצוב-ללא-שם-8.png|Screen-Shot-2020-12-30-at-14.05.26.png|Screen-Shot-2020-12-30-at-15.07.39.png|עיצוב-ללא-שם-7.png|עותק-של-ללא-שם-6.png|WhatsApp-Image-2020-12-30-at-16.16.52-1.jpeg|WhatsApp-Image-2020-12-30-at-16.16.52.jpeg|11.png|222.png,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2020/12/עיצוב-ללא-שם-8.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2020/12/Screen-Shot-2020-12-30-at-14.05.26.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2020/12/Screen-Shot-2020-12-30-at-15.07.39.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2020/12/עיצוב-ללא-שם-7.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2020/12/עותק-של-ללא-שם-6.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2020/12/WhatsApp-Image-2020-12-30-at-16.16.52-1.jpeg|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2020/12/WhatsApp-Image-2020-12-30-at-16.16.52.jpeg|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2020/12/11.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2020/12/222.png",2541|2531|2532|2535|2536|2538|2539|2542|2543,"עיצוב ללא שם (8)|Elsight Blog|Screen Shot 2020-12-30 at 15.07.39|עיצוב ללא שם (7)|עותק של ללא שם (6)|WhatsApp Image 2020-12-30 at 16.16.52 (1)|WhatsApp Image 2020-12-30 at 16.16.52|11|222",||||||||,||||||||,"|Elsight Blog|||||||",http://192.168.1.12/finalgo/wp-content/uploads/2020/12/עיצוב-ללא-שם-8.png,"Marketing|Plan>Marketing Budget|Strategy","Systemized Growth",,blog-layout,default,241,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,30,55,,,,,,"HubSpot Onboarding","Elsight Gains Vision For Growth Through Transformational Quick-Win Strategies and HubSpot Onboarding Process","Working with the Elsight we were able to achieve 470% increase in MQLs, 26% increase in organic traffic, and 320% new deals. In only four months.",56,,,,,,,,,,,,,,,,,,,,,,,,publish,9,"Chaim Erblich",chaim@stepup.email,Chaim,Erblich,quick-win-strategies-and-hubspot-onboarding-process,,default,0,0,0,closed,open,2020-12-31
2939,"MQL vs SQL: The lead handoff between marketing to sales","One of the hardest challenges for many businesses is to ensure a streamlined transition from marketing to the sales department. Ideally, the process should not have any inconsistencies, but only a few organizations achieve that. In most cases, the misalignment of priorities conflicts with the definition of a qualified lead. Someone who just discovered your brand and became a ‘lead’ isn’t necessarily ready to buy today. That’s why it’s crucial to analyze the indicators that define MQL vs SQL and by doing so you can avoid a disconnect between marketing and sales.
According to a study, 63% of marketers see lead generation as their toughest challenge. Generating leads is a time-and-resource-intensive job with numerous moving parts. If the sales department does not agree with what you consider a lead, all that time and resources would be wasted. To prevent that, it’s crucial to create an effective system with distinct responsibilities.
It's all about Demand Generation - Schedule a Free Demo Session to see how demand generation can work for your company
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MQL vs SQL: What’s the difference?
Before moving on to learning the qualities of an effective lead handoff process. It’s crucial to be aware of the key differences between what defines a marketing and sales-qualified lead. A lot of people don’t understand the importance of properly defining MQLs and SQLs, and that’s where the problem begins.
A Marketing Qualified Lead (MQL) is someone with the potential of becoming a paying customer down the line. These prospects understand your product/service and are interested in it. However, they're not ready to make a purchase. Teams usually deal with MQLs by presenting additional marketing information and other targeted strategies to convert them.
Sales Qualified Leads (SQL) are potential customers who have shown real intent to buy your product/service. Any SQL gets thoroughly analyzed by both marketing and sales departments and then proceeds to the next stage in the sale process. In simple terms, a SQL is a potential customer right at the end of the marketing funnel and needs only a small nudge to become your paying customer.
Through proper understanding, you can create an effective process that delivers the best results. To get an idea, check out this template based on the lead handoff system we use at Step-Up. It follows the best practices established by industry leaders and ensures alignment by properly defining the responsibilities of both teams at different lifecycle stages.
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5 essentials you must achieve with your MQL to SQL handoff process
It’s marketing’s job to maintain alignment between the departments and ensure a smooth process without any inconsistencies. By having a comprehensive system in place, you can avoid the most common issues and create an effective system for everyone. The following sections will take a look at 5 activities you can perform to create a seamless handoff process that leads to a better conversion rate.
1 – Establish common lead definitions
The definition of the lead is perhaps the biggest source of conflict between marketing and sales, so naturally, it should be addressed first.
A universal definition, agreed upon by the concerned department and C-suites, allows the department to monitor their performance on a company scale, and effectively implement control measures.
2 – Develop a vocabulary and define SLAs
Generally, sales teams compare any incoming leads against two essential factors; fit and interest. The Fit measures how well your business can serve the lead. On the other hand, interest determines how much of a priority your service/solution is for the lead. Marketers are responsible for defining lifecycle stages based on the above criteria. They also have to create lead categories and come up with the procedure of handling them. A Service Level Agreement (SLA) is an important document that contains all that information. It ensures alignment and connects both marketing and sales through a structured approach.
3 – Ensure proper documentation
Another common reason why leads slip is an inefficient exchange of information between the sales and marketing teams. Awkward meetings, where sales members come with little or irrelevant information about the lead, can be avoided through a detailed documentation process.
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4 – Get your timing right
Navigating in the B2B environment requires finesse and impeccable timing. You can have the most seamless handoff process and still fail to convert a lead due to bad timing. Generally, sales teams should initiate contact within 24 hours of qualifying a lead, but depending on the condition, this process can be expedited.
5 – Build a rapport with your lead
Another excellent approach with some leads is to keep the marketing team involved in the first meeting. Most B2B sales require a nurturing relationship before conversion, and the marketing team will already have a rapport with the lead. Moreover, this approach is more seamless and the progression seems more natural, which can be a plus point for some potential clients.
Key takeaways
The average lead acceptance rate in B2B companies is only 42%, and the main reason behind it is the misalignment between marketing and sales. Both of these departments are the cornerstone for any business’ success and the proximity of their operation can create conflicts. However, the successful execution of a handoff is necessary for your survival.
As a marketer, you are responsible for creating an effective blueprint of this execution process. With a universal vocabulary for both marketing and sales along with detailed responsibilities of each team. You’ll be able to successfully execute your strategies and start getting a return on your investment in the form of better conversion rates.
Schedule a Free Demo Session to see how demand generation can work for your company
![]()
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2973,"Demand Generation Vs Lead Generation - What Are The Differences, And Why It Matters For B2B Growth?","Demand generation vs lead generation. Many marketers use these terms interchangeably because of their similar traits. However, the goals, tactics, and approaches to both lead and demand generation are quite different. Both concepts have a crucial role in any B2B marketing strategy and understanding the fundamental differences between them is important. Leveraging them together and effectively translating demand into qualified leads can accelerate your growth and potentially reduce your CAC.
In this article, we’ll take a look at the main differences between demand and lead generation and discuss how using them together can help you create an effective marketing strategy.
The need for demand generation in B2B businesses
For the longest time, companies have been using lead generation as a metric to gauge their marketing performance. Marketing professionals are always under a lot of pressure to increase more qualified leads through different marketing channels. However, the digital marketing sphere has changed. Customers want more control of their buying process and dislike being pushed to sales before they are ready. Just like the B2C model, modern B2B customers expect to have all the information before they decide to buy anything.
Most marketing departments have yet to recognize this change and continue to operate as before. As a result, there’s been a noticeable drop in overall B2B conversion rates for many businesses. Today, about 80% of marketers rate their lead generation effects as slightly or somewhat effective.
Sales teams get increasingly frustrated from the lack of quality leads and think that marketing is wasting both time and resources. Consequently, the departmental divide and lack of direction further deteriorates the customer experience and ultimately hurts the business.
Optimizing the buying experience and nurturing potential customers through proven demand generation techniques is the only way forward for modern businesses. Changing their approach to a targeted, and more personalized model can make things significantly better. This approach allows businesses to generate more high-quality leads at a lower cost and increase their overall revenue with consistent sales.
Demand generation vs lead generation: The main differences.
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Many make the mistake of grouping demand and lead generation together and thinking of them as similar concepts. However, that’s wrong. Both frameworks have separate aims and use different methods of leveraging content to meet them. Lead generation is a single tactic to obtain more contacts of potential customers while demand generation is a complete buyer’s journey funnel that focuses on building authority and creating awareness through engaging content.
Primarily, the lead generation process is designed to maximize the number of leads and reduce the overall cost per lead. It captures contact info through gated content and passes out that info to the sales team. On the other hand, demand generation considers the big picture and focuses on measuring different metrics until closing the deal. This approach distributes content freely and creates engagement with the prospects. Demand generation requires detailed attention to every step of the buyer’s journey in order to create a comprehensive nurturing process. The results of which are genuinely qualified leads that produce better conversion rates and sales.
Another prominent difference between lead and demand generation frameworks is the involvement of the sales team. The lead generation process is purely a marketing effort with little to no involvement from sales and other departments. Contrarily demand generation is a combined effort. Both marketing and sales work together in an ongoing effort to facilitate customers and streamline the entire buyer journey.
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The ultimate marketing strategy – Demand generation framework
After understanding the key differences between demand and lead generation, you’ll naturally want to learn more about the method of integrating them into your strategy. What is inbound marketing's role in demand generation? How do you implement demand generation in your company? How do you build a demand generation plan? All of these are important questions that any marketing professionals starting with demand generation would ask.
We, at StepUp, have come up with an infallible and easy-to-implement formula that can work for any B2B marketing environment. We call it the Demand Generation Framework.
The demand generation framework stands on 5 pillars starting from customer profiling to the very end of the marketing funnel. Let’s take a brief look at it now!
1 – Ideal customer profile mapping. ![]()
As a marketer, you’ll need to deal with the inherent duality of trying to make your business scalable whilst niching down to attract more sales and traction in your target market. An ideal customer profile (ICP) is a perfect tool that makes it easier for you to get those sales by first focusing on customers that are excited, ready, and willing to buy your product. Your ICP doesn’t have to be a real company. As its name suggests, it's an ideal organization that checks all the boxes when it comes to the kind of company your product/solution is suitable for.
Generally, there are numerous factors you’ll need to consider while making an ideal customer profile. Your selection process will evolve over time and the list can get exhaustive. The more details you add, the easier it will be for your sales team to qualify or reject a lead. If you haven’t done this before, setting up an ideal profile by focusing on the following 6 aspects is a great starting point.
- Industry: What is the ideal industry you want to target. Your product or service can be used across many fields, but there will still be some that you’ll prefer over others.
- Firm characteristics: Everything from the company size to its revenue matter. You don’t want to join a sinking ship or punch above your weight from the get-go.
- Demographic and geographical traits: Are your solution more leaned towards a particular age group or a geographical region. If that’s the case, you’ll have to identify these details as well.
- Technological awareness: Some solutions can only be for a particular profession or audience. Can your solution have any intricate processes that need prior industrial knowledge?
- The limitations of your solution: You can’t serve everyone. So, you need to make sure that the solution you are selling will be able to solve an existing issue for the business. This is very important for gaining marketing credibility ensuring a sustainable business.
- Psychographic behaviors: In the end, it’s the people making the buying decisions. Your marketing strategy and content should focus on them and try to answer the questions they might have. For this, it’s a common practice to create buyer personas that represent the same things as your ICP. The only difference is that the ICP is the business you want to deal with, while the personas are the people.
2 – Crack the buyer’s intent
Modern buyers do not want to deal with a traditional marketing department that pushes them along different stages. They instead want to become aware of the current solution, consider all the benefits, and then finally decide to purchase at their own pace. It’s a three-stage process and requires you to present information about your product/service to help the buyer reach a decision.
[caption id=""attachment_2975"" align=""aligncenter"" width=""1024""]![]()
Source: https://blog.hubspot.com/sales/what-is-the-buyers-journey[/caption]
Demand generation requires you to create appropriate strategies to facilitate, not direct the buyer’s journey. Mapping out the expected journey will also help you streamline the process and make sure that you won’t be losing out on any opportunities to capitalize.
3 – Generate and distribute value to the buyer
One thing is always constant in any marketing approach you adopt, and that is the importance of content. You’ll need to create engaging content that adds value to the buyer and moves them along the journey.
You’ll have to plan and execute multiple content strategies for each stage of the buyer’s journey. Every piece must also have some conversion points to help the potential client contact you for more information or anything else. You’ll also need to ensure that your content covers all the media channels your targeted customers frequent as a multi-channel approach yields better and faster results by solidifying your brand authority.
4 – Sales and marketing alignment
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You may have different departments for certain jobs, but your customer is dealing with a single entity and expects a streamlined process. To ensure that, you must align the priorities of your marketing and sales department and ensure a smooth and timely process. The customers control the pace in demand generation models, but they also expect to get quick answers whenever they initiate contact. Through a well-defined lead handoff process, you can ensure a smooth and consistent process for all your customers.
5 – Utilizing advanced technologies
Advanced CRM tools and data analytics has completely changed the marketing landscape. Businesses now have access to multi-channel data streams that track the customer’s journey and can create dynamic strategies with marketing and sales automation tools. If you are still not leveraging data analytics and modern tools for your marketing campaigns, you are probably behind your competition and might need to overhaul your processes.
Navigate the modern marketing landscape with StepUp
Modern marketing has changed. According to a survey, 70% of B2B marketing professionals believe that the quality of the lead is more important than quantity. Demand generation is the proven methodology of attaining that quality.
Today, numerous top-tier marketing companies use demand generation to guide their customers throughout their marketing journeys till the closed deal. Implementing demand generation in your team is easier than you think. The best part is that StepUp can help you improve your chances of success. Our demand generation framework, along with other customized solutions, can help you successfully navigate the modern marketing environment and increase your revenue pipeline in the most efficient manner.
Want to experience the power of demand generation on your company? Schedule a Free customized Demo Session to see how demand generation can work for your company, and get tips and analysis on your website, competitors, and market.
",http://192.168.1.12/finalgo/wp-content/uploads/2021/05/pexels-aleksandar-pasaric-325185.jpg|http://192.168.1.12/finalgo/wp-content/uploads/2021/05/Screen-Shot-2021-05-04-at-15.56.10.png|http://192.168.1.12/finalgo/wp-content/uploads/2021/05/pexels-fauxels-3183197-scaled.jpg|http://192.168.1.12/finalgo/wp-content/uploads/2021/05/glenn-carstens-peters-1F4MukO0UNg-unsplash-scaled.jpg|http://192.168.1.12/finalgo/wp-content/uploads/2021/05/pexels-pixabay-277124-scaled.jpg,pexels-aleksandar-pasaric-325185.jpg|Screen-Shot-2021-05-04-at-15.56.10.png|pexels-fauxels-3183197-scaled.jpg|glenn-carstens-peters-1F4MukO0UNg-unsplash-scaled.jpg|pexels-pixabay-277124-scaled.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/05/pexels-aleksandar-pasaric-325185.jpg|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/05/Screen-Shot-2021-05-04-at-15.56.10.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/05/pexels-fauxels-3183197-scaled.jpg|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/05/glenn-carstens-peters-1F4MukO0UNg-unsplash-scaled.jpg|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/05/pexels-pixabay-277124-scaled.jpg",2992|2975|2977|2983|2986,"pexels-aleksandar-pasaric-325185|Screen Shot 2021-05-04 at 15.56.10|sales and marketing alignment|glenn-carstens-peters-1F4MukO0UNg-unsplash|pexels-pixabay-277124","|Source: https://blog.hubspot.com/sales/what-is-the-buyers-journey
||old vs new|","||Demand Generation which leads to modern marketing||","|Buyers Journey|sales and marketing alignment|Demand generation vs lead generation|Ultimate astrategy",http://192.168.1.12/finalgo/wp-content/uploads/2021/05/pexels-aleksandar-pasaric-325185.jpg,Marketing|Plan|Strategy,"Demand Generation|Demand Generation Framework|Modern Marketing environment",,blog-layout,default,241,,off,,http://192.168.1.12/finalgo/wp-content/uploads/2021/05/pexels-fauxels-3183197-scaled.jpg,750,7500,,,,16:9,,,,,,,,,,,,,,,,60,3,,,,,,"Demand Generation","Demand Generation Vs Lead Generation - Differences in B2B marketing %%page%% %%sep%% %%sitename%%","What are the main differences between demand and lead generation and how using them together can help you create an effective marketing strategy",73,,,,,,,,,,,0,0,9,,,,,,,,,,,publish,6,moshepesach,moshe@stepup.email,Moshe,Pesach,demand-generation-vs-lead-generation,,default,0,0,0,closed,open,2021-05-09
3000,"The top 7 Digital Channels for Marketing in China","A massive digitally connected population with untapped potential is a marketer’s dream. China being the second-largest economy with more than 90% of its population on the internet presents exciting business opportunities for both B2B and B2C businesses. However, despite the ideal circumstances, most outside businesses fail to capitalize on the Chinese market and replicate the same success they experience everywhere else.
The most popular digital marketing channels in Mainland China
Marketing in China is very different. Many tools that are a big norm in business transactions worldwide are either ignored or are rarely used in China. One such example is email. Chinese professionals seldom use email for communications. They instead prefer WeChat, a popular tool that’s covered later in this article.
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So, let’s take a look at the 7 most important channels you’ll need for running successful marketing campaigns in China.
2 –Baidu
The first listing, Baidu, is the Chinese equivalent of Google. It is the most popular search engine in China and is the preference of more than 88% of Chinese netizens. If you are looking for business opportunities in China, then Baidu is the place to be.
On a foundational level, both Google and Baidu work similarly. You’ll have the option to rank your website organically on Baidu through SEO practices or go towards the paid route.
One thing to note is that the average user will see more PPC ads (around 8-10) on Baidu when compared with Google. The Chinese population is also more likely to click on PPC ads because they believe they are more credible.
2 – ZhiHu
ZhiHu is a free platform where industry experts share their opinions, preferences, and knowledge. If you look for a western equivalent of ZhiHu, the closest example would be Quora. The general user demographic on ZhiHu are elite industry professionals and decision-makers between the ages of 25 – 40. Posting content on ZhiHu is completely free, but you’ll have to ensure that it's effectively written for best results.
3 – LinkedIn
Finally, a recognizable name. LinkedIn is among the most effective platform for marketers looking to connect directly with decision-makers and potential leads. However, you must remember that the Chinese version works as a separate entity from the international version and require an intricate process for digital marketing. Despite this, the channel is effective and can deliver results.
4 – HuoDongXing
HuoDongXing is among the biggest event marketing platforms that allow you to access multiple customer segments through SMS, WeChat, and other channels. It allows you to market your seminars, webinars, corporate events, product launch, and multiple other events to a wider population at reasonable rates.
5 – WeChat
This is perhaps the most important tool for marketing in China. If you enter the Chinese market, WeChat is among the primary requirements for any campaign. Without it, success is next to impossible. It was already stated at the start that Chinese professionals prefer WeChat over email. However, its importance is not limited to that. From personal correspondence to multimillion-dollar business deals and live streaming events, everything happens on WeChat.
6 – KOL’s
KOL is the Chinese counterpart of Instagram where you can use different influencers to market your business among their followers. Influencer marketing is quite effective in the west but it is nowhere close to China. Chinese influencers have a lot of sway over their followers and you can leverage that for effective digital campaigns.
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7 – Tencent ads
Tencent-ads is quite similar to Baidu when it comes to advertising, but focuses on apps and programs it hosts on the platform. For businesses with a wide array of applications across different industries, Tencent can be an effective mass-marketing tool that can generate quality leads. However, it is often deemed as the last tool you need in the B2B sphere and is generally recommended if you are doing everything else already.
Final thoughts
As opposed to the rest of the world, marketing in China requires you to use different tools and techniques because of the strict digital regulations and a different outlook to digital marketing among the people.
The 7 aforementioned tools are among the most popular choices for B2B marketers in China. The final decision depends on your product, budget, and expectations from the campaign. China has a lot of potential for western businesses and you can surely get good by proceeding with a plan.
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Want to take your B2B company to the next level? Schedule a Free customized Demo Session to see how demand generation can work for your company, and get more tips and analysis on your website, competitors, and market.
",http://192.168.1.12/finalgo/wp-content/uploads/2021/08/jackie-chine-v7r8kZStqFw-unsplash-scaled.jpg|http://192.168.1.12/finalgo/wp-content/uploads/2021/08/Screen-Shot-2021-08-18-at-12.41.21.png|http://192.168.1.12/finalgo/wp-content/uploads/2021/08/Digital_Marketing_in_China_v3.png|http://192.168.1.12/finalgo/wp-content/uploads/2021/08/pexels-rodnae-productions-5915204-scaled.jpg,jackie-chine-v7r8kZStqFw-unsplash-scaled.jpg|Screen-Shot-2021-08-18-at-12.41.21.png|Digital_Marketing_in_China_v3.png|pexels-rodnae-productions-5915204-scaled.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/08/jackie-chine-v7r8kZStqFw-unsplash-scaled.jpg|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/08/Screen-Shot-2021-08-18-at-12.41.21.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/08/Digital_Marketing_in_China_v3.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/08/pexels-rodnae-productions-5915204-scaled.jpg",3001|3002|3005|3006,"jackie-chine-v7r8kZStqFw-unsplash|baidu-The top 7 Digital Channels for Marketing in China|Digital_Marketing_in_China_v3|pexels-rodnae-productions-5915204",|||,|||,"The top 7 Digital Channels for Marketing in China|baidu-The top 7 Digital Channels for Marketing in China|digital marketing in china|The top 7 Digital Channels for Marketing in China",http://192.168.1.12/finalgo/wp-content/uploads/2021/08/jackie-chine-v7r8kZStqFw-unsplash-scaled.jpg,"Marketing|Marketing in China|Strategy","Digital marketing channels in China|Marketing in China|Social Channels in China",,blog-layout|blog-layout,default|default,241|241,,off,,http://192.168.1.12/finalgo/wp-content/uploads/2021/05/pexels-fauxels-3183197-scaled.jpg,750,7500,,,,16:9,,,,,,,,,,,,,,,,60,68,,,,,,"Marketing in China","Demand Generation Vs Lead Generation - Differences in B2B marketing %%page%% %%sep%% %%sitename%%","What are the best digital channels for Marketing in China you need to know for running successful marketing campaigns in China.",70,,,,,,,,,,,0,0,4,2973,,,,,,,,,,publish,1,teamstepup,webmaster@stepup.email,,,the-top-7-digital-channels-for-marketing-in-china,,default,0,0,0,closed,open,2021-08-18
3072,"How to write a B2B blog post effectively? [Include a template]","Blog posts aren’t just a convenient way for online communities to discuss niche topics. They’re a fundamental part of B2B marketing and one that too many people ignore because they don’t understand how to write a B2B blog post.
How to Write a B2B Blog – The Primary Challenges Holding Companies Back
B2B blog posts are a powerful tool for clearly and concisely explaining what your company has to offer. Unfortunately, a few major hurdles hold back most companies from writing them, or at least from writing them well.
- Knowing Your Customer – Understanding who the customer is and what their priorities are is essential to reaching out to them in a meaningful way.
- Choosing the Right Topic – There are many different elements of a business, product, or service that can be written about, but which one is the right way to go?
- Finding the Time to Write – Creating B2B blog posts takes time - time that might not be available in an already busy workload.
It’s essential to get each one of these points right. With a better understanding of the process and a little help from StepUp, you’ll be ready to face these challenges in no time.
Working Through the Steps to Build Your B2B Blog Post
Defining how to write a B2B blog post is like working through any other problem. It can be divided into key points and steps that can let anyone write an effective B2B blog post. This simple checklist will help you lay down the foundation for a stellar B2B blog post.
- The Ideal Customer Persona – To understand your customer base, you need to figure out specifically who that is. That means formulating the ideal customer persona (ICP) and using that foundation to define their wants, needs, and goals.
- Why Are Your Writing to the ICP? – To write and communicate clearly, you need to have a tangible goal in mind. What are you trying to say to the ICP? Are you trying to educate them, convince them, help them?
- What Problem Are You Tring to Solve? – Your potential clients are going to see things from their own perspective, and that means working from a problem towards a solution. Clearly defining what problem you can solve makes it easier for readers to understand.
- Solving That Problem – Now that you’ve defined the problem at hand, any potential customers facing that problem would like to know more. That’s why you need to then tell them what your company can do about it, about the effective solutions that you can provide.
Of course, a lot more goes into how to write a blog post than that. There are a lot of technical and structural considerations, like:
- Choosing the right keywords
- Search engine optimization
- Creating a compelling and dynamic structure
- Including effective calls to action (CTAs)
While these finer points are less intuitive than the other points of how to write a B2B blog post, they’re typically less challenging once you know what you’re doing. StepUp’s Highlight Generator can certainly help you do quick work of this finetuning.
How StepUp Helps Your Company Develop Compelling Content
StepUp provides the essential tools and support that businesses need to implement effective B2B blog posts and content marketing. Our process starts with interviews within your organization, building up an understanding of what challenges your customers face and how you solve them.
The next step is the content ideation session. Through this 2-hour workshop, we define the ICP and work towards developing the effective content strategy that will speak to them. On this foundation, we build the compelling campaign ideas that your business needs for effective marketing.
Finally, we carry out a through keyword and SEO evaluation. We find relevant keywords within your industry and assess them based on search volume and relevance to your content. This also includes an in-depth look at who your top competitors are going to be for those keywords. From this information, we put together our Highlight Generator, which serves as an essential framework for developing content.
Your B2B blog posts are going to play a key role in your marketing efforts and growth. Following these simple steps and downloading StepUp’s blog highlight template will be more than enough to get you started writing compelling B2B blog posts today.
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",http://192.168.1.12/finalgo/wp-content/uploads/2021/10/pexels-pixabay-262508-scaled.jpg|http://192.168.1.12/finalgo/wp-content/uploads/2021/10/pexels-ivan-samkov-4240505-scaled.jpg|http://192.168.1.12/finalgo/wp-content/uploads/2021/10/Screen-Shot-2021-10-31-at-14.14.34.png,pexels-pixabay-262508-scaled.jpg|pexels-ivan-samkov-4240505-scaled.jpg|Screen-Shot-2021-10-31-at-14.14.34.png,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/10/pexels-pixabay-262508-scaled.jpg|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/10/pexels-ivan-samkov-4240505-scaled.jpg|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2021/10/Screen-Shot-2021-10-31-at-14.14.34.png",3075|3074|3076,"pexels-pixabay-262508|How to write a B2B blog post effectively?|Non profit marketing plan","|How to write a B2B blog post effectively?|",||,"|How to write a B2B blog post effectively?|Non Profit marketing plan",http://192.168.1.12/finalgo/wp-content/uploads/2021/10/pexels-pixabay-262508-scaled.jpg,Content|Marketing|Strategy,"Digital marketing channels in China|Marketing in China|Social Channels in China",,blog-layout|blog-layout|blog-layout,default|default|default,241|241|241,,off,,http://192.168.1.12/finalgo/wp-content/uploads/2021/05/pexels-fauxels-3183197-scaled.jpg,750,7500,,,,16:9,,,,,,,,,,,,,,,,60,72,,,,,,"how to write a blog post","Demand Generation Vs Lead Generation - Differences in B2B marketing %%page%% %%sep%% %%sitename%%","Blog is a fundamental part of B2B marketing and one that too many people ignore because they don’t understand how to write a B2B blog post.",64,,,,,,,,,,,0,0,4,3000,,,,,,,,,,draft,11,Daiana,daiana@stepup.email,Daiana,Rappoprt,how-to-write-a-b2b-blog,,default,0,0,0,closed,open,2023-03-06
3279,"Why Reevaluating Your Ideal Customer Profile is The Most Important Thing To Do for 2023","Identifying, clarifying, and accurately describing your Ideal Customer Profile is the #1 priority for any B2B marketer in 2023.
Here’s why…
As a result of the magnitude of the shifts in the market over the past year, your Go-To-Market strategy will have to look very different in 2023.
Suppose you want your marketing to result in an increase in conversion rates and accelerated sales. In that case, you have to adapt your strategy and execution to the way your audience is buying today.
The first part of your strategy that needs to be addressed is the Ideal Customer Profile.
Without defining your ICP first, you won't be able to craft any personalized messaging or understand which media to use.
To be honest, when was the last time you redefined the ICP for the company?
Over time, almost all businesses change and pivot in some way or another as they gain a deeper understanding of their solutions and customers.
As a marketer, you need to be confident that your Ideal Customer Profile is on point in terms of what you're solving for them today.
Your 2023 Go-To-Market strategy may use advanced tactics, and your tech-stack may be the latest, but unless you understand your target audience and what drives them to buy today, your strategy will fail.
How A Correctly Defined ICP Translates to Bottom Line
By defining an ICP, you can determine who and why you should target.
So that
- You can target your marketing message and deliver it to the most valuable prospects
- You get better insights and focus into the buyer’s journey
Once you have these, you can then
? Increase the speed of the sales cycle
? Boost your conversion and retention rates
So What’s Wrong With Your Current ICP Definition?
The market looked different when you last defined who would benefit most from your product or service - or the ideal customer for what your business offers.
Their company looked at things differently.
Their problems were different.
Over the course of 2022, things have changed in the market across industries and especially in the technology industry.
- The tech bubble bursting (When Covid hit, investors moved all of their capital from the traditional industries that were shut down and poured it all into tech. Tech companies gave nonproportionate evaluations of their capabilities of profitability).
- The economic recession brought on by the Ukraine war. Costs skyrocket while tech companies have mass layoffs.
What does it mean for you? That your buyers also have changed. Their needs have changed, and you need to rethink everything you thought you knew about them.
How to Redefine your Ideal Customer Profile in 2023
The basic definitions for your ICP are based on Firmographic data like the industry, size, revenue, and demographic data like location.
But it’s not enough.
How do you categorize these companies? What are the characteristics of these companies?
To maximize the effectiveness of your marketing efforts, you need to narrow the ICP audience as much as possible.
As competitiveness is increasing In 2023, your audience needs to be super niche and defined by new categories.
“But, hey… If I narrow down my audience so much, how would I be able to build a scalable business model?” You might ask.
ICP + ICP + ICP = Target Market (TAM)
Many companies suffer from this issue. They’re afraid to narrow down their ICP and miss a huge part of their potential TAM.
But that is the wrong to look at it!
By nailing your first ICP, and generating consistent revenue, you will be able to grow your business and reach a larger audience.
Redefine Your Audience Based on These Three Criteria
We recommend defining your audience by the following 3 things:
- Urgency
- Significance
- Budget
-
Urgency
How urgent is the problem that you are solving in 2023 for your audience?
Making sure your buyers want the problem solved as soon as possible is the most important part.
If there is a subcategory within your audience that doesn't understand this urgency, drop them.
-
Significance
How big is the problem that you are solving? How significant is the solution for the company?
You should focus less on features because that kind of messaging resonates with an audience that is already using your competitor.
And if they are using your competitor then your solution falls into that ""Nice-To-Have"" category.
Get out of the ""Nice-To-Have"" mindset.
Instead, focus on what your happiest customer will say about your product/solution after they have experienced its full potential.
Only those who can benefit from the solution you offer at that level are who you should target.
-
Budget
Are you sure there is a budget allocated for this issue?
The answer is likely not known at this point because it depends on you to get them there!
It is your job to crystallize the significance and urgency of the problem by giving it a name and story that will come to life in a well-planned and razor-sharp Go-To-Market strategy and execution plan.
You have to take a progressive approach to help you clarify who your messaging is resigning with. The audience that connects to your execution on the messaging of the first two criteria, will allocate the budget.
You must have predetermined stages of reflection on which part of the audience is not responding and simply drop them.
What You Should Do Now
In order for your marketing to succeed in 2023 you must go back to the basics and rethink your audience and the buyer’s journey.
Reevaluate the value of your solution through the lens of your audience and where they are today.
When you have the right audience defined, only then can you focus on their journey and break it down by stages and understand each stage's triggers.
Once confident that your ICP and the buying journey are adjusted accordingly, you can proceed to build a kick-ass Go-To-Market strategy that will bring home the money.
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3318,"Not Understanding How Your B2B Buyer Makes Decisions = Marketing Failure","90% of marketing and sales failures stem from missing something crucial in how your B2B buyer makes their decisions.
The B2B market has changed dramatically in the last couple of years.
The B2B buyer has taken control of the sales process:
- They strive to research everything on their own terms.
- They expect to find the relevant answers when searching on their own.
- They want to evaluate their options before talking to a sales rep.
- They give an advantage to companies who help them in their process.
Building your marketing based on your buyer's decision-making process is still very challenging.
B2B buying decisions are often made by a long and complex process that involves multiple stakeholders.
Also, you will not know where your buyer stands at any given moment in the process and they can disappear without a trace.
On the one hand, B2B marketing is more challenging than ever, but on the other, marketers have never had as much influence on a company’s growth as they do today.
This article will show you how to reinvent your buyer's journey and how it can be the key to unlocking your company's growth potential.
Today’s Challenge of Deciphering the B2B Buyer Journey
The challenge is that the B2B buyer journey is non-linear.
Using all the data and scientific methods isn't enough to truly understand how your potential customers decide to purchase.
Here are a few examples of the challenges we B2B marketers face today.
You need to account for the multiple stakeholders who will have a say, each with varying interests, concerns and goals.
There are technical specifications involved depending on the detailed requirements of individual challenges that your company is solving.
You can’t be sure where your buyer actually is in the process at any given moment. And the sales cycle can take what feels like forever.
You can celebrate one day because your prospect just moved to an advanced pipeline stage. And then you don’t hear from them for the next two months..
When you finally do hear from them, their level of understanding of your solution regresses to that of someone who has visited your website for the first time..
![]()
You Probably Don’t Know Your Buyer Like You Think
Now, you’re probably thinking, “I know my buyer and their journey, it’s one of the first things I mapped out when I first started the position”.
I’m sure you do have a buyer’s journey mapped out. But when was the last time that happened? When was it last reevaluated in light of changes in the market?
Your buyer is a human and sees things differently today than a year ago. This is definitely true in many areas of their life in general. When it comes to their problems in the perspective of where the market is today, your product/service has a good chance to have changed drastically.
The first place to begin the reevaluation process should actually be your ICP.
Don’t work on an entire 2023 strategy before covering these basics.
Developing a strategy can only begin after you have a clearly defined updated ICP and decision maker that reflects today's reality. Read our article on updating an ICP in 2023 here.
How to Create A B2B Buyer’s Journey in 2023
There are many good B2B buyer journey mapping guides out there today.
This is not meant to replace those, rather, these pointers are meant to give you additional factors to use for further refining your buyer’s decision process.
1. Know your ideal buyer persona
Reevaluate your ICP and your ideal buyer considering the biggest shifts that occurred in their world over the past year. Personalize your messaging and make your sales funnel more effective accordingly.
2. Buying triggers
Focus on your buyer’s specific trigger that causes them to initiate the journey. When you map it out, you can clarify their pains and goals.
3. Know the buying shifting point
Every buyer has a moment when they decide internally if they want your solution. IT IS THE SELLING SHIFTING POINT. They are now ready to proceed and are looking for a provider who can provide the solution.
4. Always be learning and testing what works
Buyers are not robots. Every buyer makes decisions at a different pace. Find out what works and test variables so they can relate to different types of buyers.
A Different Approach to Your 2023 Go-To-Market Strategy
You might be considering going with the obvious and easy route for planning your 2023 strategy by replicating whatever ‘worked’ in the previous year. And, of course, dump whatever didn’t work.
For instance, a webinar you ran that was generated the number of leads to help hit the MQL KPI.
Well, that obviously means that there will definitely be a webinar this time as well. Right?
Or, maybe you tried to run an ABM direct messaging campaign on LinkedIn that didn’t generate enough leads - it will not be part of 2023’s plan.
While this may seem like a logical approach, it is, in reality, wrong and likely to set you on a path of failure.
Why One Tactic Worked And The Other Didn't? ![]()
Looking back at 2022, Did you evaluate which marketing tactics actually worked and which didn’t?
How different is your 2023 marketing strategy from what you ran in 2022?
Will you be dropping the tactics that didn’t work?
You’re in the wrong direction if you’re focusing on the determining factors for which tactics will make the cut in your new plan because it’s not a question of one tactic or another.
It’s Not About Tactics, It’s About Knowing Your B2B Buyer
Your marketing efforts failed because they didn't meet your buyers where they needed to. The reason for the failed campaign in 2022, is that you didn’t address what actually mattered to your buyer.
Go back and look at the offer. The messaging. How did you communicate the challenge that your buyer is experiencing? How did you communicate your solution?
If you didn't see the success that you were hoping for, it’s most likely that your messaging simply did not resonate with your buyer.
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3336,"How to Build a Winning B2B Go To Market Strategy in 2023","With the new year comes the daunting task of building your B2B go-to-market strategy.
Competition is tight and the market is evolving at a pace we’ve never seen before.
Launching a product is not easy. Keeping focused every step of the way is essential. Without a well-thought-out strategy, you won't achieve the desired results.
How do you create a go-to-market strategy that will be successful in 2023?
What Makes a B2B Go To Market Strategy Effective?
Without a good plan, you can chase the wrong customer base, arrive too late or early to your market, or target an area inundated with similar solutions.
All which result in wasting time and resources on a product that won't be successful.
An effective B2B Go To Market strategy
- Identifies the available market to target
- Determines where your product fits in the marketplace
- Sets a clear plan of action
How to Create a B2B Go-to-Market Strategy
First, identify your target market and understand their needs, wants, and preferences. This will help you create a tailored message that resonates and drives conversions. Once you have identified your target market, you can then proceed to outline how you will reach them.
1. Identify your target audience
Identifying a target audience is essential for any successful B2B go-to-market strategy. Narrow down your target audience using parameters like company size, industries, locations, the technology profile.
To drill down further, work alongside the product development team to understand the problem they set out to solve.
A focused approach to your marketing efforts, helps tailor your messaging and campaigns.
2. Breakdown Your Buyer's Journey
Mapping your buyer's journey is foundational to the go-to-market strategy. It helps to understand the path from problem to buy. Think about how best to target and create your messaging for each stage of the buyer's journey. The buyer's journey consists of three stages: qualified, aware, and engaged.
There are only two factors that matter in the qualified stag:
- The lead fits your ICP and target persona descriptions.
- They have interacted with your website or your campaigns.
In the awareness stage, the lead may not be engaged yet. This is where you need to focus on providing helpful content that educates them about what you offer and why it’s better than other options. Finally, in the buying stage, prospects are researching solutions and comparing different vendors.
Provide detailed product information and customer success stories that show how you solve the problem.
3. What can you learn from your competitors?
Conducting competitive research on the key players in the market to assess how they have brought their products to market. By understanding your competitors’ strategies, you can identify gaps and opportunities.
Identifying the gaps and opportunities in your competitors’ strategies can offer insight to how best to highlight your own offering and its desirable features that are missing from the competition's.![]()
Analyze customer reactions to their products by reading reviews and any online chatter about the products, which will help you identify the strengths and weaknesses of their product.
Understand how each competitor markets their product: Which offers are they using? What approach are they taking in their messaging?
Look for what you can do better for your own product launch. Your strategy should account for both the successes and failures of your competitors’ launches.
4. Develop your value propositions
A value proposition is a statement that communicates the unique benefits and advantages of your product. Tailor your value proposition to the needs and wants of your target audience. It’s important to understand what they are looking for and how you can provide it.
When developing your value propositions, start by researching your competitors’ strengths and weaknesses. This will help you identify areas where you can differentiate yourself from them. Then, create a list of features that make up your offering and ask yourself questions about each. By answering these questions, you can develop a value proposition that sets your product or service apart.
Additionally, try to understand how recent events in the market may have changed your prospect's perspective. Did their experience shift in any way when it comes to the challenge your product helps them overcome?
This may take you back to the buyer journey 'drawing board'. But it will be key to creating unique content that is relevant to where your buyer stands today.
5. Establish a messaging strategy
![]()
Creating effective messaging for your product is essential to connecting with potential customers.
Start by refining the wording of your top value propositions to ensure they are concise, clear, and easy to understand. Avoid bombastic language or jargon that could be off-putting and make sure you make promises you can deliver on.
Once you have your refined value props, rewrite them in the context of your buyer personas' pain points.
Key areas to focus on when establishing your messaging:
Clarity and conciseness - Can the reader understand what you mean and what you want them to do next?
Benefits - Are your product's benefits conveyed?
Hook - Get your reader's attention right off the bat with an interesting opener.
Truthfulness - Is your messaging accurate and truthful? Don't exaggerate and make unsubstantiated claims.
Simple language - Don't use language that your customers won't understand. don't assume that your reader uses all of the industry jargon or acronyms.
6. Generate Demand
Demand generation is about educating your audience on the problem and your solution.
It can involve a combination of marketing tactics like blog posts, videos, webinars, email campaigns, social media, and more.
Consider which channels make most sense when it comes to reaching your audience.
Avoid trying too many distribution channels at once without mastering any. This can lead to a lack of focus and an inability to measure success or failure.
7. Establish KPIs
When evaluating the success of a go-to-market strategy, define the terms of success for each tactic that you choose.
Set KPIs to measure progress toward the goals that determine what success looks like for your product launch.
Additionally, it’s important to track your progress so you can make adjustments as needed based on performance data.
8. Put in place an Optimization process
The optimization process is essential to the success of any B2B go-to-market strategy. By collecting user insights and data, you can refine your offering and increase customer satisfaction.
This helps to build trust and loyalty with buyers, as they know that their opinions are being taken into account.
Based on the feedback you return to the drawing board.
Also, a feedback loop can help you identify areas where to improve.
Adjust messaging and value propositions, tailored to meet the needs of your target market.
By implementing a comprehensive feedback loop, your GTM initiatives will be on point and empower you optimize execution.
Launch Your Product with a Strong GTM Strategy
Creating a go-to-market strategy is essential for any new venture. It helps to ensure a successful product launch.
With a strategy in place, you can execute your sales and marketing programs and win new business.
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3345,"How is Marketing Different for Early Stage Startups?","With 90% of startups estimated to fail, there’s a high probability that an early-stage startup won’t survive its first year.
Why do startups fail so often?
As it turns out, the answer lies in marketing. As much as 70% of startup failures can be attributed to ineffective marketing strategy or poor execution.
That’s why in order to form the right marketing strategy, it’s important that early-stage Startup companies shift their approach as to what marketing should achieve at this early stage.
Why So Many Startups Fail Because of Marketing
Today there are dozens of good marketing strategies for startups out there. Some are geared for a minimal marketing budget others for making as much noise as possible.
The reality is, that even if these marketing strategies with all the fancy marketing tactics are executed to perfection, they will not achieve much until problem market fit has been proven.
![]()
To be clear, you can grow before you have figured out your problem market fit. Envisioning the sweet sound of media buzz and heralded demand for your product may feel like success.
And that’s why companies with large budgets pour money into PR, social media, content marketing, with SEO, blog posts and email campaigns. But that growth eventually proves unsustainable.
But the quickest way to risk your startup's demise is by scaling too early before having proof of the market problem that you solve.
What Early-Stage Startup Marketing Needs to Focus On
Every business needs to adjust their marketing strategy based on their maturity stage.
Startup founders will romanticize the days when having a marketing budget was only a fantasy. Back when lean operations relied solely on creative problem-solving in order to develop a Minimum Viable Product (MVP).
After MVP is proven, startups look for their first market validation via someone in their inner circle. Either trying the product themselves or connecting to someone who tries the product (usually as a favor).
Even after gaining a few of these 'early adapters', sooner or later the pressure comes to prove that the market agrees if the product actually solves something that they're willing to pay for.
The only focus marketing should have at this stage is to decipher who that market is and why.
The 3 Stages of a Business According to Sangram Vajre
Sangram Vajre, co-founder of Terminus and author of ""ABM is B2B,"" defines the three stages of a business as follows:
![]()
- Problem Market Fit: In this stage, a business identifies and defines the problem that it wants to solve for its customers. The focus is on understanding the pain points of the target audience and developing a solution that meets their needs.
- Product Market Fit: In this stage, the business has a working solution to the problem and is focused on refining and improving the product to meet the needs of the target market. This stage is all about testing and validation, and making sure that the product is delivering real value to customers.
- Platform Market Fit: In this stage, the business has a fully-formed product and is focused on scaling the solution and expanding its reach to new markets. This stage involves developing a platform that makes it easy for others to use the product, building partnerships, and finding new ways to generate revenue.
These three stages are critical for businesses to go through in order to be successful in the long term. By understanding and focusing on each of these stages, a business can develop a strong foundation that will help it grow and scale over time.
How Does go-to-market (GTM) strategy fit in?
A GTM strategy leaves no part of your product launch to guessing. Every step of the way is mapped out.
In a GTM strategy you will detail your target market, define how your product brings them value, map their customer journey, workout the messaging guidelines, the exact marketing channels you'll use, how much budget to allocate and what the goals look like for each individually.
We talk about how to build a winning GTM strategy in 2023 here.
Build A GTM Strategy According to The Objectives Of Your Business Stage
The company's Go To Market (GTM) strategy changes as the company progresses from stage to stage. The GTM strategy is a comprehensive plan for bringing a product or service to market, and as a company grows and evolves, its GTM strategy must also evolve.
Navigating the vast array of marketing tactics and channels can be intimidating. To best leverage your marketing efforts, so that they achieve the objective of your company's business stage you need to create a Go-To-Market (GTM) strategy.
Implementing your GTM strategy should streamline the processes you use to execute each actionable step. When you streamline your system, executing your strategies becomes straightforward and achievable.
For example, in the Problem Market Fit stage, the focus is on finding the right problem to solve, so the GTM strategy might involve market research, customer interviews, and other forms of customer discovery. In the Product Market Fit stage, the focus is on testing and refining the product, so the GTM strategy might involve customer feedback, beta testing, and other forms of product validation.
In the Platform Market Fit stage, the focus is on scaling and growing the business, so the GTM strategy might involve building a platform, forming partnerships, and expanding into new markets.
In each stage, the company's GTM strategy must change to meet the new challenges and opportunities that come with growth. By having a flexible and adaptive GTM strategy, a company can maximize its chances of success as it progresses through each stage.
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3353,"How to Create a SaaS Content Strategy That Generates Demo Requests","Why SaaS Companies Can Make A Bigger Impact with Content Marketing
Growing a SaaS business requires organic content marketing - not only because it is essential for any company but especially true of those in the SaaS industry.
The reason content has the potential to have a bigger impact on a SaaS buyer audience is due to how a single SaaS product can impact the business functionality.
When we truly grasp what happens as a result of that, it helps us understand how to communicate with our target audience on a level that gets through. This is in essence what we want to achieve with our content marketing.
Creating Effective SaaS Content is to Empathize with your Buyer
When we think of our buyer, we must consider how high the stakes are for them. Where and how does this purchase affect them? The one responsible for introducing and implementing your SaaS solution to their company has a lot to prove, potentially lose, or if done right, gain.
The first front is on the business level. A problem needed to be solved, something needed to be fixed and your buyer is in the position to be the hero. To management, they want to prove that they can be relied upon to find the best solution to that problem. To accomplish this, they want to validate the value of the purchase by proving ROI for the business's bottom line.
The second front is with the ones who will use the SaaS product, the buyers' coworkers. A new SaaS tool can mean a lot of change for how some in the company go about doing their jobs on a daily basis.
So our buyer bears the responsibility of ensuring that this change is a positive one for their coworkers and ultimately makes their jobs easier.
The third and perhaps most important impact on your SaaS buyer is how it benefits their professional growth and career. It presents an opportunity for leadership experience. All the benefits to the business from using your SaaS product can be credited to your SaaS buyer who introduced and implemented it.
It is so important that your SaaS content strategy addresses these needs. For your target audience, who constantly look to educate themselves on these fronts, it presents a great opportunity for your SaaS brand to serve as a fountain of knowledge to help your audience.
As the provider of the solution, the SaaS company is naturally positioned as a trusted source. The ones who use your SaaS product will rely on the content you create as their primary source of information and knowledge.
Helping your customers with valuable content in the above areas is essential for cultivating a devoted clientele, forming your brand as a trusted resource of information, and attaining long-term revenue.
Content Ideation
Here is how you begin to map out what to write about: The Go-To-Market strategy should be your guide to your brand story and value proposition. When done correctly, the GTM strategy maps out the buyer's journey related to your product and what they need or want to learn at each stage until they are ready to buy.
Now we’ll explore a few techniques for generating unlimited content ideas that will rank for SEO and address your buyer’s pain points.
This will serve as your content topics outline, dividing it by the stages of the buyer's journey.
Using the buyer's journey, you can write questions your buyer needs to answer to advance to the next stage of their journey.
Identify Your Buyer’s Burning Questions
Join communities that your buyer is part of like Slack channels and Discord.
Visit the platforms they might go to get answers to their pressing questions like Quora.
Make lists and categorize the questions that are relevant to your product. From these questions you can extract keywords.
Collecting the keywords that are relevant to your target audience's questions should be your first step in your keyword research.
![]()
Competitor Analysis: Which Gap Are You Filling?
Before creating content, it is always wise to conduct a thorough analysis of competitors. The first thing to look for is where to steer clear of topics that already have too much content written about them.
However, it is critical to be careful with your approach to how you look at your competitor's digital activity.
What you should not do: decide to write based on what your competitors are writing about.
Instead, you want to be strategic, finding the opportunities created by gaps in your competitor's activity.
You can do this by using an SEO tool like Semrush to analyze their blog content. Which keywords your competitors have a strong ranking for, will not be the ones to focus on at an early stage. The keywords that have low rankings and do not bring your competitor's website low organic traffic present you with an opportunity to fill the gap, and that is where you should begin.
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Map Content Types and Prioritize Your Content Plan
Many content marketers do not properly distinguish between content types.
If you want to make the most of your content marketing efforts it is essential to understand the proper place for each piece of content.
- Community building - podcasts, discussing hot topics on social platforms
- Lead Generation - guides and white papers
- Search - Blog and product pages created for Search Engine Optimization (SEO)
So how should a SaaS company prioritize these in their content strategy?
Social media is a valuable tool for building brand awareness, building a community and engaging with customers. As a B2B SaaS startup, your SEO-based blog should be the top priority as it will generate sustainable traffic and leads, establish authority and thought leadership, and create content that converts over the long term.
Why You Should Prioritize SEO-Focused Content
Investing in SEO-based content marketing for your B2B SaaS startup is a crucial decision you can make to ensure long-term success. Unlike social media, which requires unnecessary expenses to reach a broader audience, SEO-based content can bring organic traffic and leads without the need for continuous investment. Investing even modestly in SEO early on will not only reap big rewards but also become more powerful over time. Make sure you prioritize this part of your content marketing strategy today!
Formulate Your Content Plan with SEO Research
Strategically planning your content creation with SEO-centered pieces based on the buyer journey stages not only assists you in choosing keywords but also provides a clear comprehension of what type of material is meant for every stage and enables you to create realistic objectives.
The Content Marketing Institute's 2022 survey revealed that the greatest planning challenge content marketers face is in creating content that appeals to the different stages of the buyer's journey.
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Let's make sense of what defines the content at each stage of our SaaS buyer's journey:
Explore Their Challenges And Solutions In The Awareness Stage
In the awareness stage of the B2B SaaS buyer journey, potential customers are just beginning to explore their challenges and search for solutions. At this stage, it's important to create content that raises awareness of your brand by addressing common pain points or challenges that your potential customers are facing and then educating on how to solve them.
Awareness stage content will focus on search terms with the highest search volume, that have informational intent, and will see the lowest number of conversions.
Content in the awareness stage can convert readers with educational content assets such as eBooks and white papers and webinars.
How Your SaaS Product Solves These Problems/Opportunities
The consideration stage of the B2B SaaS buyer's journey is the point where potential customers have identified a problem or opportunity and are looking for information to help them evaluate possible solutions. At this stage, your content should focus on providing information that helps potential customers to understand their options and make informed decisions.
Good content for this stage will compare your product to your competitors. Highlight your strengths and weaknesses in relation to other solutions available in the market. This can help potential customers to understand the unique value proposition of your product and how it compares to other options.
Consideration stage content will be based on search terms with medium search volume and 'light' buying intent.
Content for the Decision Stage That Converts Demos
Bottom of the funnel content at the decision stage should be made of search terms with lower search volume and higher buying intent. Use long tail keywords that address a specific part of a larger challenge.
Lower volume keywords can help you reach your target audience and draw relevant traffic to your website. As they are less competitive.
blog posts that rank for decision stage keyword terms outperform blog posts going after larger volume keywords.
keywords that most SaaS businesses are bidding on in paid ads like ______solution, ______software, ________tool.
Many of your competitors probably make the mistake of only focusing on these in their paid search campaigns, and therefore leave them out of the organic content strategy. That is exactly why this is where you will have an opportunity to get ahead.
Remember: Your SaaS Content Strategy should be Guided by Your GTM Strategy
Through every step of creating your content marketing strategy and every step of its execution, it is important to ensure that your content reflects the GTM strategy so that your unique selling proposition to the ideal customer profile is clearly communicated and consequently distinguishes you from other contenders in the sector.
When you create a SaaS content strategy that is aligned with your go-to-market strategy, you will guide your potential buyers through their journey of discovering, liking, and trusting your brand! And they will inevitably want to see how your SaaS product works.
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3363,"How to create a B2B Newsletter that engages buyers and increases revenue - with examples","Newsletters have been around for decades, but they are more essential than ever for B2B companies in 2023. In this blog post, we'll explore why newsletters should be a key component of your B2B marketing strategy, and highlight the types of newsletters that B2B buyers love to receive.
With so many channels vying for attention, cutting through the noise and connecting with your audience can be tough. But newsletters offer a unique opportunity to deliver valuable content directly to their inbox on a regular basis. By providing helpful information, industry insights, or even company updates, you can build trust with your readers and position yourself as a thought leader.
So what types of newsletters do B2B buyers want to receive? We'll dive into some examples of successful newsletter formats that are sure to engage your audience. From curated roundups of industry news to deep dives into relevant topics, there's a newsletter style out there for every business.
So if you're not already incorporating newsletters into your marketing mix, now is the time to start. Let's explore how this simple yet effective tactic can help you reach new heights in 2023 and beyond.
Why B2B Newsletters Are Essential in 2023
Today there are too many new tools and platforms emerging daily and your brand will most likely not be remembered. But newsletters offer an opportunity to deliver valuable content directly to your clients' and prospects' inboxes regularly.
By providing helpful information, industry insights or even company updates, you can build trust with your readers and position your company and yourself as a thought leader.
Not only do newsletters help keep your brand top-of-mind with clients and prospects, but they also offer several other benefits:
- Cost-effective: Compared to other marketing channels, such as advertising or social media campaigns, newsletters are relatively cheap and easy to produce.
- Personalization: With advanced email marketing tools available today, it's easy to personalize newsletters based on subscribers' interests or behaviors.
- Measurable ROI: With metrics such as open rates and click-through rates readily available, it's easy to track the effectiveness of your newsletter campaigns.
Types of Newsletters B2B Buyers Love
Now that we've established why newsletters are essential, let's dive into some examples of successful newsletter formats that are sure to engage your audience:
Curated Roundups
Offer a selection of relevant industry news or company updates that your readers may find interesting. This type of newsletter format is perfect if you're short on time but still want to provide value to your subscribers.
For example, HubSpot's ""Marketing Blog"" features a weekly roundup of their best blog posts from the week called ""The Marketing Update."" The update includes links and summaries for each post along with an eye-catching graphic.
Deep Dives
Focus on one specific topic or trend relevant to your industry and provide deep insights or analysis. This type of newsletter format works best when you have original research or data to share.
For example, CB Insights publishes a weekly newsletter called ""The Weekly Brief,"" which analyzes trends in venture capital funding and emerging technologies.
Educational Content
Provide helpful tips, tricks, or guides to help your readers solve problems or improve their businesses. This type of newsletter format is perfect for positioning yourself as an expert.
For example, Moz publishes a monthly newsletter called ""The Moz Top 10"" featuring their ten most popular blog posts from the month and educational resources such as webinars and eBooks.
Product Updates
If you're looking for a way to keep existing customers engaged, a great format you can use is one that gives your customers the low down on new product updates, features or services.
For example, Slack sends regular product updates highlighting new features such as improved search functionality or integrations with third-party apps.
Examples of Successful Newsletter Formats
Here are some list real-world examples from successful B2B companies that use these newsletter formats effectively
1. HubSpot's ""Marketing Blog""
Curated roundups of their best blog posts from the week with an eye-catching graphic.
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HubSpot's ""Marketing Blog"" is a compelling newsletter example that delivers curated and valuable content directly to users' inboxes on a regular basis. This type of newsletter format is perfect for those who are short on time but still want to provide value to their subscribers, making it an effective way to keep customers informed and engaged.
What sets HubSpot's ""Marketing Blog"" apart from other newsletters is its eye-catching graphic that draws readers in, making them more likely to engage with the content. With this approach, businesses can easily build trust with their readers while positioning themselves as thought leaders in their space.
2. CB Insights' ""The Weekly Brief"":
Detailed analysis on trends in venture capital funding and emerging technologies
CB Insights' ""The Weekly Brief"" provides a comprehensive look into venture capital and emerging technology trends. It offers deep insights, original research data and in-depth analysis on the latest developments in these industries. With this newsletter, companies can stay ahead of the curve to gain a competitive advantage. The personalized nature of this newsletter allows readers to keep up with content tailored to their interests or behaviors, making it an effective way to engage them. Additionally, businesses can easily track their newsletters' performance with metrics such as open rates and click-through rates available at hand.
3. Moz' ""The Moz Top 10""
Ten most popular blog posts from the month along with educational resources such as webinars and eBooks![]()
Moz' ""The Moz Top 10"" is a monthly newsletter that provides readers with the ten most popular blog posts from the month along with educational resources such as webinars and eBooks. This type of newsletter format is great because it helps the readers get up-to-date on the latest industry trends and news, while also giving them valuable insights into the topics so that they can look smart amongst their colleages. What's unique about this particular example is that Moz includes additional educational resources to support its content - making it easy for readers to dive deeper into their favorite topics or areas of interest.
4. Slack's Product Update emails
Highlights new features such as improved search functionality or integrations with third-party apps.
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Slack's product update emails are a great way to keep customers informed and engaged with the newest features, services, and integrations. These emails feature detailed descriptions of the latest releases and updates, along with helpful screenshots and visuals that make it easier for customers to understand their functionality.
With these emails, users can stay up-to-date on new functionalities, such as improved search capabilities or third-party app integrations that make your workflow more efficient. These updates also allow users to identify gaps in their operations, helping them make smarter decisions about utilizing Slack tools. Plus, by highlighting the latest advancements in one place, customers can get an overall picture of all of Slack’s offerings - making it easy for them to maximize the value of their experience with the platform.
5. Pipedrive’s “Startup Insights” Newsletter
Regular updates offering curated articles, case studies, and experiences related to startup success.
Pipedrive's Startup Newsletter is a great example of an effective newsletter format. It provides curated content specifically tailored to entrepreneurs and startups, such as tips on how to scale quickly and efficiently and information on the latest trends in venture capital funding. The newsletter also offers insights from industry experts and covers topics ranging from customer acquisition strategies to hiring best practices. What makes Pipedrive's startup newsletter unique is that it dives deep into topics that are relevant to entrepreneurs and provides actionable advice rather than just general information. This helps readers stay up-to-date on industry trends while at the same time offering practical advice they can use right away.
6. Gartner’s “CIO Dashboard” Newsletter
Weekly insights on enterprise technology topics relevant to CIOs.
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Gartner's ""CIO Dashboard"" is an innovative newsletter format designed to provide CIOs with valuable insights and actionable advice on the latest trends in technology. This comprehensive news digest features informative articles, interviews, and case studies from industry leaders who have seen success within the tech space. The Dashboard also offers interactive charts that make visualizing data and tracking key performance metrics easier. With this tool, CIOs can quickly get up-to-date information on the hottest topics in IT, helping them stay ahead of their competition.
What sets Gartner's ""CIO Dashboard"" apart is its ability to synthesize complex topics into easy-to-understand graphics and give readers concrete strategies for improving their operations!
7. Oracle NetSuite’s Newsletter
Monthly newsletter providing valuable content for small businesses with real-world examples from successful B2B companies that use these newsletter formats effectively.
Oracle NetSuite’s B2B newsletter is an effective example of a thought leadership strategy. Each week, readers are provided with insights from industry leaders on the latest topics related to cloud technology and ERP systems. The unique format keeps readers engaged by sharing actionable steps that can be taken right away to apply the learnings discussed in each article. Moreover, it also offers webinars and e-books as additional learning resources give subscribers useful information they can use every day in their business operations.
Best Practices for Creating Effective B2B Newsletters
To create effective B2B newsletters that engage subscribers, here are some best practices:
1) Segment Your List: Segmenting allows you to send targeted messages based on subscriber interests.
Segmenting your list is essential to creating effective B2B newsletters, as it enables you to send tailored messages based on subscriber interests. By doing so, you can ensure that each subscriber receives content specific to their needs and preferences. Furthermore, segmentation can help increase engagement with subscribers and make your newsletters more impactful.
2) Personalize Your Content: Use subscriber data like name or location where applicable
Personalizing your B2B newsletter content is an effective way to create meaningful connections with subscribers. By using subscriber data such as their name or location, you can make your newsletters more personalized and engaging. Furthermore, personalization can help build trust between you and your readers and give them a reason to stay subscribed. Moreover, personalization can also help create a sense of exclusivity and make your subscribers feel more valued and appreciated.
3) Keep It Short & Sweet: People have short attention spans; keep content brief but informative
Keeping B2B newsletter content brief but informative is essential for creating engaging, effective content. Content creators must be conscious of their readers' short attention spans and strive to create a message that is both concise and impactful. To do this effectively, content should be written in an easy-to-digest style with higher semantic richness to draw attention and increase CTR.
4) Include Clear CTAs: Make sure there is always an obvious next step for subscribers after reading
Including clear call-to-action (CTAs) in a B2B newsletter is essential for engaging subscribers and driving conversions. By providing a clear, actionable next step after reading each article, content creators can increase the likelihood of readers taking action. For example, if an article discusses the benefits of a certain software solution, then a good CTA would be to asking for a demo right inside the newsletter.
5) Test Your Campaigns: Try different subject lines/messages/CTAs etc., and analyze the results
Testing variables in a B2B newsletter effectively determine what resonates with subscribers and ensures your newsletters are as impactful as possible. By running A/B tests on various aspects of your newsletter, including subject lines, messaging, and CTAs, you can gain insights into what works best for your audience. For example, you may experiment with sending newsletters at different times during the week or day to determine when subscribers are most likely to engage.
The newsletter is essential to every B2B marketer's toolkit in 2023
Newsletters should be an essential component of every B2B marketer's toolkit in 2023 since they allow brands direct access straight into their target audience’s inbox while being cost-effective at the same time. Furthermore, Curated Roundups work well when pressed for time, while Deep Dives work well when sharing original insights; Educational Content provides value by positioning oneself as an expert, while Product Updates drive engagement.",http://192.168.1.12/finalgo/wp-content/uploads/2023/03/b2b-newsletter.jpg|http://192.168.1.12/finalgo/wp-content/uploads/2023/03/Hubspot-Newsletter.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/03/MOZ-Newsletter.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/03/Slack.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/03/Screenshot-2023-03-06-at-16.57.01.png,b2b-newsletter.jpg|Hubspot-Newsletter.png|MOZ-Newsletter.png|Slack.png|Screenshot-2023-03-06-at-16.57.01.png,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/03/b2b-newsletter.jpg|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/03/Hubspot-Newsletter.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/03/MOZ-Newsletter.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/03/Slack.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/03/Screenshot-2023-03-06-at-16.57.01.png",3368|3364|3365|3366|3367,"b2b newsletter|Hubspot Newsletter|MOZ Newsletter|Slack|Gartner",||||,||||,"b2b newsletter|Hubspot b2b Newsletter|B2b newsletter|Slack b2b newsletter|Gartner B2B newsletter",http://192.168.1.12/finalgo/wp-content/uploads/2023/03/b2b-newsletter.jpg,Strategy,,,blog-layout,default,241,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,60,55,,,,,,"B2B newsletter","Create a B2B Newsletter that engages buyers and increases revenue","A B2B newsletter is essential to every B2B marketer's toolkit in 2023. Deliver valuable content directly to your prospects' inboxes.",71,,,,,,,,,,,0,0,10,,,,,,,,,,,publish,1,teamstepup,webmaster@stepup.email,,,b2b-newsletter,,default,0,0,0,closed,open,2023-03-08
3371,"The B2B Competitive Analysis That Will Supercharge Your GTM Strategy","What can you do to get your company its market share. And then, how do make that piece of cake keep growing?
That's what this article will show you how to do. Let's dive right in!
Knowing what your customers need and how to provide it better than competitors is the key. To make sure your company stands out and truly wows your customers, you must analyze the competition.
This is called competitor analysis and it involves assessing the strengths and weaknesses of other businesses in your industry.
A methodical approach to evaluating the competition ensures a well thought out foundation for the multiple stages that follow in your GTM strategy. B2B competitive analysis involves taking the time to study your competition and understand their market strategies so that you can make informed decisions about how to effectively target your own ideal customers.
By understanding your competitors you will gain valuable insight into the market’s needs, and be able to craft a strategy that will give you a truly competitive edge.
Let’s take a closer look at what it is and why competitive analysis is key for a successful product launch, as well as how to properly address this component within your GTM strategy.
The wrong approach to B2B competitive analysis
Let's get this out of the way because as much as you might know this, it is very challenging to not do. The wrong approach to competitive analysis is looking for what your competitors are doing well and try to emulate it (and put your own spin on it of course).
While this strategy may appear to be a safe route, (""seems to be working fine for them"") it usually leads to mediocre or even embarrassing outcomes in the long run. Not only does this approach leave you no better off than your competitors, but attempting to imitate them will likely make you look worse rather than better in the public eye.
Instead of looking for ways to replicate success, focus on creating original strategies and ideas that set you apart from the competition. This approach will show off your unique value and help you stand out from the crowd.
What should your competitive analysis outputs look like?
Competitive analysis is a powerful tool to gain great insights into your competition. Its main outputs include determining product strengths and weaknesses, understanding competitor positioning, and examining the channels they use to reach their target customers. It can help give you an edge in the competitive landscape, so that you can find the opportunities to stand out from your competition.
Let's have a look at what these actually mean:
Product strengths and weaknesses
Understanding the strengths and weaknesses of your product or service compared to those offered by other competitors is the most essential part of the analysis. Evaluating these differences can help you determine what value your offering brings to the market and reveal areas where you have advantages over your competitors. Additionally, by closely examining what areas you fall short in comparison to another business, you can determine where improvements are needed in order to remain competitive. This can be done through customer feedback, competitor research, and industry benchmarking.
To simplify we can use these basic questions for each competitor:
Internally, what are they really good at? what are they not good at?
Which opportunities does the market offer them?
What are potential threats for them in the market?
Positioning insights
Examining your competitors' positioning strategies can provide invaluable insight. Look for their main focal points and identify any potential areas they may be overlooking in terms of their approach to positioning statements, social media presence, and customer testimonials. Understanding how they position themselves in the market will help you better understand their target customers and what makes them unique. Additionally, it will give you an idea of what ideas and values they are trying to convey to their audience, allowing you to craft a more compelling message that resonates with potential customers.
Content and Channels
Understanding how your competitors use various channels to reach and engage with their audiences, can provide invaluable insight for your own business. Analyzing their activity on all channels relevant to your audience can help you determine what types of content are producing optimal or poor results. Additionally, identifying which channels are being underutilized by your competitors can open up opportunities for you to expand your own presence in those areas. By taking the time to assess the various strategies employed by your competitors, you can capitalize on those insights and gain an advantage over them.
In evaluating a content marketing program, you want to assess the types of content produced (blog posts, ebooks, case studies etc.), the publishing cadence , and measure the performance.
You can measure website content in SEO performance,
Which keywords do they rank for?
Which Keywords are bring in the most traffic?
Social channels performance can be measured by looking at reach, engagement etc.
How to do competitive analysis effectively
Identify the most relevant competitors
Finding the right competitors is critically important for businesses in competitive places like the B2B sphere. Digging up useful information about your website when compared to bigger players in your market can be daunting and disheartening at times. For that reason, it's essential to be realistic about who you decide to face off against. Bear in mind that you can always update your rivals after a certain amount of time if you feel ready to move on from your existing adversaries.
Two simple starting points:
Google Search - A simple way for you to identify good competitors is just to Google your target keywords.
Specific market analysis tools - Try tools or platforms like, G2 or Semrush market explorer.
Join professional communities - Joining professional communities that your target audience are likely to be part of allows you to see which vendors are being recommended for the same problem you solve. (This method can be a gold mine for a whole bunch of valuable information beyond just who your competitors are).
SEO competitive analysis gives you more than SEO
We mentioned analysing your competitors SEO above for content but it's important understand that SEO competitive analysis gives much more than just insights into search engine optimization. It can provide a comprehensive analysis which takes many different aspects into account to give you a robust picture of your go-to-market (GTM) strategy's performance in the market. This analysis can help identify both opportunities and potential weaknesses that can be used to formulate and adjust strategies for success by understanding the values, preferences and needs of the target audience.
Additionally, SEO competitive analysis allows you to gain insight into what your competitors are doing with regards to their own marketing campaigns, giving an advantage when formulating new strategies to compete in the same markets. Understanding such data helps companies craft plans tailored specifically for their target customers needs while capitalizing on the opportunities that exist from the gaps left by competitors.
What part does the competitive analysis have in the GTM strategy?
When it comes to constructing a winning GTM strategy, it is essential to take a step-by-step approach as every layer relies heavily upon the prior. This is especially crucial for the competitive analysis step. Let's explore the steps of the GTM strategy and underline where the competitive analysis step comes in the order.
Identify your target audience
The first stage of the workflow is defining the total addressable market, which includes identifying your ideal customer profile at the company level as well as determining who are the relevant stakeholders within that company. This information provides important context for later steps in the process, such as understanding their buying journey and formulating actionable strategies for success.
Breakdown Your Buyer’s Journey
The next stage requires you to detail the stakeholder's buying journey by mapping out how they interact with your products or services from start to finish. By understanding their needs, pain points and expectations clearly, you can create marketing content and sales processes that cater specifically to them for maximum efficacy.
competitive analysis
Afterwards comes competitive analysis which helps you gain insight into what your competition is doing and how successful they are being at meeting their business goals. Leveraging this information will help you understand both your strengths and weaknesses when compared to those of your competitors while giving you guidance on which markets or sectors might be better suited for your products or services in terms of risk minimization.
Value proposition, messaging, demand generation and KPIs
Finally, once you have completed competitor analysis you can move forward with completing the final pieces of your GTM strategy: value proposition formulation, messaging development, demand generation strategies formulation, as well as setting up key performance indicators (KPIs) that will allow you track progress towards targets throughout the entire process.
Following a structured approach when creating a B2B GTM strategy is essential in order to ensure that all required tasks are taken into consideration in order to achieve desired results efficiently and effectively. Additionally it can provide valuable insights from competitive research allowing businesses leverage such knowledge when crafting plans tailored specifically for its target audience's needs.
Get that piece of cake and make it grow!
Analysing the competition is essential for devising an effective GTM strategy that will ensure a successful product launch. With a comprehensive approach to evaluating the competition, you can build a strong foundation for your strategy and increase your chances of success. The payoff of this effort – new customers and a larger slice of the cake – makes it well worth the investment. By taking a methodical approach and investing in a competitive analysis, you set your company up for success and expand your market share.",http://192.168.1.12/finalgo/wp-content/uploads/2023/03/b2b-competitive-analysis-2.png,b2b-competitive-analysis-2.png,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/03/b2b-competitive-analysis-2.png",3372,"b2b competitive analysis",,,"b2b competitive analysis",http://192.168.1.12/finalgo/wp-content/uploads/2023/03/b2b-competitive-analysis-2.png,GTM,,,blog-layout,default,241,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,30,73,,,,,,"B2B Competitive Analysis",,"B2B competitive analysis involves studying and understanding your competition's strategies so that you can make your piece of the cake bigger",71,,,,,,,,,,,0,0,8,,,,,,,,,,,publish,1,teamstepup,webmaster@stepup.email,,,b2b-competitive-analysis,,default,0,0,0,closed,open,2023-03-23
3385,"Exploring the Phenomenon of Dark Social for B2B Marketers","B2B Marketers often refer to ""dark social."" But what is its effect on brands and their growth, and how can it be measured?
Social media use has revolutionized how we communicate and interact personally and professionally. It has captivated marketers, analysts, and researchers as a growing digital landscape trend.
This article explores this phenomenon, from its definition and origin to its role and impact on marketing, growth, and analytics. Furthermore, it delves into the challenges and opportunities that dark social presents for businesses and brands in the age of data-driven decision-making.
Understanding This Phenomenon
Definition and Origin of Dark Social
Dark social or 'silent sharing' refers to sharing content through private, non-public channels such as email, messaging apps, and forums. It involves the transmission of links and URLs that are difficult or impossible to measure through traditional web analytics tools, as they occur outside of public social share networks.
The term ""dark social"" was coined in 2012 by Alexis Madrigal, a journalist for The Atlantic, who discovered that a significant proportion of web traffic came from untraceable sources.
Historically, dark social originated when people used chat rooms and instant messaging to exchange content and communicate. In recent years, it has gained momentum due to the rise of mobile devices and messaging apps, which have become an integral part of our daily lives.
The Role of Dark Social in Today's Digital Landscape
This basic human tendency highlights the limitations of traditional social analytics in capturing the full scope of social interactions.
While public social networks like Facebook, Twitter, and Instagram are still essential channels for brand promotion and content distribution, they only represent a fraction of social sharing.
Furthermore, dark social plays a crucial role in consumer behaviour and purchase decisions. Research has found that people are likelier to trust and act upon recommendations from family and friends sent through private channels than publicly shared ones.
Understanding and harnessing the power of dark social is essential to develop effective marketing strategies that resonate with target audiences.
The Impact of Dark Social on B2B Marketing and Analytics
Challenges in Measuring Dark Social Traffic
One of the biggest challenges of silent sharing is the difficulty in measuring its impact on traffic, conversions, and revenue. Often, this kind of traffic is misidentified as direct traffic or organic search traffic because it lacks referral tags.
As a result, marketing campaigns can be undermined by skewed analytics and inaccurate performance metrics.
To address this issue, marketers and analysts can employ various tactics, such as URL shorteners, creating customized landing pages, and leveraging social sharing buttons that track clicks and shares.
Additionally, they can use advanced analytics tools that integrate with messaging apps and email providers to gain deeper insights into dark social traffic and engagement.
The Influence of Dark Social on Consumer Behavior
Dark social represents a valuable opportunity for B2B brands to tap into the power of personal recommendations and word-of-mouth marketing to drive engagement and conversions. By creating compelling and shareable content that aligns with the interests and values of their target audience, brands can increase the likelihood of their content being shared through private channels.
Moreover, by understanding the nature and motivations of silent sharing, brands can gain valuable insights into the needs and preferences of their audience, which can inform their product development, positioning, and messaging strategies. With the rise of social commerce and influencer marketing, harnessing the potential of dark social has become more critical than ever for B2B brands seeking to establish a competitive advantage.
Strategies for Addressing Dark Social in Marketing Campaigns
There are several approaches that brands can take to address dark social in their marketing campaigns. One way is to optimize their content for private sharing by including shareable links and messaging that encourage sharing. Additionally, brands can leverage chatbots and messaging apps to offer personalized recommendations, customer support, and exclusive discounts to customers who share their content through private channels.
Furthermore, brands can leverage the data and insights gained from dark social to inform their social media and content strategies. By identifying the topics, formats, and channels that resonate with their audience, brands can create more targeted and effective campaigns and content that drive engagement and conversions.
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Dark Social Platforms and Channels
Popular Dark Social Apps and Tools
People use several popular dark social apps and tools to share content privately. These include messaging apps such as WhatsApp, Facebook Messenger, and WeChat, email services like Gmail and Outlook, and forums like Reddit and Quora. Each platform presents unique opportunities and challenges for brands seeking to tap into dark social.
For example, messaging apps offer a highly personalized and intimate environment for sharing content but can be difficult for brands to navigate without being intrusive or spammy. Conversely, email is a more formal and professional channel that can be leveraged for targeted campaigns and lead nurturing. Similarly, forums provide a rich source of user-generated content and insights that can be used to inform content strategies and build brand advocacy.
The Rise of Messaging Apps and Private Communities
Messaging apps and private communities have seen explosive growth in recent years, with more and more people turning to these channels for communication and content consumption. This trend has been driven by several factors, including the desire for more secure and private communication, the availability of new features and functionalities, and the proliferation of mobile devices.
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For B2B brands, messaging apps and private communities provide a unique opportunity to engage their audience and build relationships through one-to-one interactions. By creating exclusive groups and communities, B2B brands can foster a sense of community and belonging among their fans and customers while providing them with valuable content and offers.
The Role of Email in Silent Sharing
Despite the rise of messaging apps and social networks, email remains a crucial channel in silent sharing. Research has found that email accounts for over 70% of all dark social sharing, making it a valuable channel for brands seeking to leverage the power of personal recommendations and referrals.
To optimize their email campaigns for silent sharing, brands can include shareable links and buttons within their email templates. Additionally, they can segment their email lists based on user behavior and preferences and tailor their messaging to align with the needs and interests of their target audience.
Best Practices for Navigating Dark Social
Tips for Identifying and Tracking Traffic
Identifying and tracking dark social traffic is essential to any B2B marketing strategy that seeks to leverage its potential. To do so, brands can use various tools and techniques, such as Google Analytics, Bit.ly, and SocialFlow, to measure and monitor their traffic and engagement.
One effective strategy is to create unique URLs and landing pages for different channels and campaigns, which can help brands to isolate and track their traffic. Additionally, brands can monitor their social mentions and sentiment to identify potential dark social conversations and trends.
Leveraging Dark Social for B2B Brand Awareness and Engagement
Dark social represents a valuable brand opportunity to build brand awareness and engagement through word-of-mouth marketing and personal recommendations. By creating shareable and relevant content that resonates with their target audience, brands can encourage their customers and fans to share their content through private channels, expanding their reach and influence.
Moreover, by engaging with their audience through messaging apps and private communities, brands can foster long-term relationships that are built on trust, loyalty, and mutual value. This can lead to increased customer retention, advocacy, and sales.
Ensuring Privacy and Security in Dark Social Communications
As the use of these channels continues to grow, privacy and security concerns have emerged as significant issues for B2B brands and consumers alike. Given the sensitive nature of private communication and sharing, brands must ensure the privacy and security of their customers' data and interactions.
This can be achieved through secure messaging apps and encryption technologies and by adhering to data protection and privacy regulations such as GDPR and CCPA. Additionally, brands can educate their customers and employees about the risks and best practices of using dark social channels to minimize the risks of data breaches and cyber-attacks.
The Future of Dark Social
Emerging Trends and Technologies of Unmeasurable Engagement
Several emerging trends and technologies are transforming how we communicate and interact online, shaping the future of dark social. AI-powered chatbots, integration of social media and messaging apps, and blockchain-based messaging platforms that prioritize privacy and security are all examples of these trends.
Additionally, the increasing use of video and live streaming on social media and messaging apps presents new opportunities for brands to engage their audience through immersive and interactive content experiences.
The Potential Impact of Regulation and Privacy Concerns
The growing emphasis on data protection and privacy concerns has raised questions about the future of dark social and its impact on B2B marketing. Regulations like GDPR and CCPA have imposed strict rules on collecting, using, and sharing personal data, which has prompted brands and marketers to rethink their strategies for capturing and analyzing dark social traffic.
Moreover, growing public awareness of the risks and consequences of data breaches and cyber-attacks has highlighted the importance of secure and private communication channels that respect users' privacy and rights. This has spurred the development of new technologies and platforms that prioritize encryption, decentralization, and user control.
The Evolving Role of Dark Social
Despite the challenges and opportunities, its evolving role in the digital ecosystem is still uncertain. As social media and messaging platforms evolve and converge, the boundaries between public and private sharing may become blurred, leading to new forms of social engagement and measurement.
Opportunities Through Dark Social: How to Leverage Private Sharing
While Dark Social can be challenging to track and measure, it presents unique opportunities for B2B marketers. Here are some ways that you can use it to improve your marketing efforts:
- Build Relationships
Dark Social channels like email and private messaging provide an opportunity to build relationships with your audience on a more personal level. Creating content that resonates with your audience and encouraging them to share it can make a more meaningful connection with your audience.
- Gain Insights
Even though it can be difficult to track, it still provides valuable insights into what content resonates with your audience and their interests. By monitoring social listening tools and analyzing direct traffic, you can gain insights into what's working and what's not.
- Create Personalized Content
Private conversations are often more personal and intentional than public conversations on social media. Using the insights gained from your marketing efforts, you can create more personalized content that resonates with your audience on a deeper level.
- Expand Your Reach
Channels like email and private messaging allow you to expand your reach beyond your immediate network. By creating easily shareable content and encouraging your audience to share it, you can reach new audiences and expand your reach.
Additionally, as the use of messaging apps and private groups continues to grow, the role of dark social in shaping consumer behavior and decision-making may become even more pronounced, requiring brands to adapt their strategies and tactics to stay ahead of the curve.
Conclusion
Dark social, especially in B2B marketing, is a complex and dynamic phenomenon that presents challenges and opportunities for brands seeking to engage their audience and drive conversions in the digital age. By understanding the nature and motivations of sharing, identifying and tracking their dark social traffic, and leveraging the unique opportunities presented by messaging apps and private communities, B2B brands can create more targeted and effective campaigns that resonate with their target audience.
While the future of dark social is uncertain, one thing is clear: its impact on marketing and analytics will only continue to grow in importance and significance as we enter a new era of data-driven decision-making.
",http://192.168.1.12/finalgo/wp-content/uploads/2023/04/pexels-william-fortunato-6140985.jpg,pexels-william-fortunato-6140985.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/04/pexels-william-fortunato-6140985.jpg",3378,pexels-william-fortunato-6140985,,,"dark social",http://192.168.1.12/finalgo/wp-content/uploads/2023/04/pexels-william-fortunato-6140985.jpg,Strategy,,,blog-layout|blog-layout,default|default,241|241,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,60,55,,,,,,"dark social",,"Understanding the power of dark social is essential to develop effective marketing strategies that resonate with target audiences.",78,,,,,,,,,,,0,0,9,3376,,,,,,,,,,publish,1,teamstepup,webmaster@stepup.email,,,dark-social,,default,0,0,0,closed,open,2023-04-02
3389,"Four Strategies for Successful B2B Webinars","In the dynamic world of digital marketing, B2B webinar marketing has taken the spotlight as a powerhouse strategy for engaging your target audience. Whether your aim is lead generation, educating prospects, or promoting your offerings, hosting a successful webinar can truly transform your business.
In this article, we'll reveal four game-changing strategies for crafting impactful B2B marketing webinars that will drive you closer to your marketing goals. Let's dive in!
Unveiling the Power of B2B Marketing Webinars
Before we explore the strategies, let's take a moment to grasp why webinars have become an absolute must for B2B marketers.
In this digital era, reaching your target audience has become easier, but standing out amidst the competition is no walk in the park. That's where webinars step in.
Hosting a webinar enables you to provide valuable information, foster relationships, and establish your organization as a thought leader in your industry. The best part? Webinars allow real-time engagement, sparking higher levels of interaction and conversion rates.
Get ready to unlock the potential of B2B marketing webinars and take your brand to new heights!
The Soaring Popularity of B2B Webinars
In the ever-evolving B2B marketing landscape, digital channels have taken center stage. And guess what? Webinars have become an absolute game-changer.
According to a recent study by Demand Gen Report, a whopping 71% of potential B2B buyers have turned to webinars for their purchase research in the past 12 months. It's crystal clear that webinars have become an indispensable part of the B2B marketing toolkit.
By hosting webinars, you can seamlessly connect with your target audience, delivering high-quality content and engaging them in one convenient space. It's all about providing the information they need to make informed purchase decisions.
Get ready to harness the power of B2B webinars and unlock remarkable possibilities for your marketing endeavors!
B2B Webinars: Unleashing Marketing Potential
Let's dive into the incredible benefits of B2B webinar marketing:
Lead generation: Webinars are a powerhouse for generating qualified leads. By having attendees register, you capture their contact info and open doors for follow-up after the event.
Educating your audience: Webinars provide a golden opportunity to educate your audience on specific topics, equipping them with valuable insights for their business.
Building authority: Hosting webinars positions your organization as a trusted thought leader in your industry. Sharing valuable information cultivates trust and credibility among your audience.
Increasing engagement: Webinars foster real-time engagement, enabling you to interact, address queries, and provide personalized attention to your audience.
But wait, there's more! B2B marketing webinars have an extensive repertoire of benefits that can drive a wide range of marketing objectives.
Get ready to leverage the boundless potential of B2B webinars and propel your marketing efforts to new heights!
Boosting Sales with B2B Webinars
In any B2B marketing campaign, generating leads that convert to sales is paramount. Enter B2B webinars—an incredibly effective tool for achieving this objective. By providing your audience with valuable information about your products or services, you enable them to make an informed choice that aligns with their business needs.
Did you know? A remarkable 62% of webinar attendees request a demo from sales and feel confident enough to inquire about pricing (Bright Talk!).
Moreover, webinars offer a platform to showcase your products or services in action. By demonstrating how your offerings work and how they can address specific challenges and benefit their business, you help your audience witness the true value you bring to the table.
Elevating Brand Awareness through B2B Webinars
Building brand awareness is a key goal in B2B marketing, and guess what? B2B webinars are here to make it happen.
By hosting webinars that focus on industry-specific topics, you position your organization as a thought leader, gaining recognition and trust for your brand.
But wait, there's more! Webinars offer a fantastic opportunity to reach a broader audience. With strategic promotion on social media and other channels, you can attract attendees from around the globe, expanding your brand's reach like never before.
Positioning Your Brand as a Trusted Thought Leader
In the realm of B2B marketing, establishing thought leadership holds immense value. By becoming a reliable source of information, your organization can earn credibility and the trust of your target audience.
Enter B2B webinar marketing—an effective tool to achieve thought leadership. Through valuable insights and information shared during webinars, you showcase your expertise and position yourself as an authoritative figure in your industry.
The bottom line is that webinars and virtual events have become integral to B2B marketing. They empower you to generate leads, educate your audience, build authority, increase engagement, drive sales, raise brand awareness, and establish thought leadership—all in one go.
If you haven't jumped on the webinar bandwagon yet, now's the perfect time to start. With the right approach, B2B webinars can propel your marketing objectives and elevate your business to new heights.
Strategy 1: Define Your Target Audience
To create a powerful webinar, understanding your target audience is key. This knowledge helps you tailor your content, ensuring its relevant and valuable.
Defining your audience is crucial for a successful webinar. Without a clear understanding, your content might miss the mark and fail to engage.
Identify Key Decision-Makers
Start by identifying key decision-makers you want to reach. This includes executives, managers, and others within your target companies. Understanding their needs and interests helps you create content that resonates, boosting attendance.
Consider job titles, company size, and industry to get a clearer picture of your audience's needs.
Segment for Personalized Content
Segment your audience to provide personalized, relevant content. Consider factors like job function, buyer's journey stage, and industry expertise. Segmentation allows you to address specific pain points and challenges, making your webinar more valuable.
By delivering personalized content, you increase the chances of audience engagement and relevance.
Strategy 2: Create Engaging Content
Once you've defined your target audience, the next step is crafting captivating content that keeps them interested in your webinar. Here are some strategies for creating resonant content:
Balancing education and promotion
Strive for a balance between educational information and promoting your product or service. Your audience engages more when they receive valuable insights rather than a pure sales pitch.
For instance, in a webinar about social media marketing, offer tips for creating engaging content on different platforms. Also, highlight how your product or service can save time and increase reach. Provide actionable advice that benefits their business alongside showcasing your offering. This adds value and enhances the likelihood of their attendance in future webinars.
Utilizing storytelling techniques
Incorporate storytelling to make your content more engaging and memorable. Stories connect emotionally with your audience and make your content relatable.
Share success stories of how your product or service helped companies achieve their goals. For example, describe how a struggling client improved their social media engagement and sales after using your product.
You can also share a personal experience related to the webinar topic. If discussing time management, share how you overcame time struggles and increased productivity by implementing specific strategies.
The key is to humanize your content, making it relatable and appealing to your audience. Incorporating storytelling techniques ensures a more engaging and memorable webinar experience.
Strategy 3: Choose the Right Webinar Platform
Webinars and online events have gained popularity as effective ways to connect with audiences. Selecting the right platform for your webinar is vital to its success. Consider these key features when evaluating different options:
Ease of use: Opt for a user-friendly platform that minimizes technical difficulties for both you and your attendees.
Reliability: Choose a stable and dependable platform to avoid any technical issues during your webinar.
Engagement features: Look for platforms with live polls, Q&A, and chat functionality to encourage interaction and keep your audience engaged.
Integration: Consider platforms that seamlessly integrate with your existing marketing and CRM systems, streamlining lead capture and follow-up.
Popular webinar platforms to consider:
Zoom: Known for its ease of use, reliability, and features like breakout rooms and virtual backgrounds. It integrates well with tools such as HubSpot and Salesforce.
Webex: A robust platform offering features like screen sharing, recording, and whiteboarding. It integrates smoothly with other Cisco collaboration tools.
GoToWebinar: Recognized for its user-friendly interface, simplicity, and focus on lead capture and follow-up. It integrates with popular marketing tools like Marketo and Salesforce.
BrightTALK: Offers a variety of webinars and events across industries, with engaging features like live chat and audience analytics. It integrates with marketing automation tools like Eloqua and Marketo.
Choose the platform that best suits your needs, budget, and audience size. By selecting the right platform, you can deliver a successful and engaging webinar that resonates with your audience.
Strategy 4: Promote Your Webinar Effectively
After creating your webinar and selecting a platform, it's essential to promote it effectively to reach your target audience. Follow these tips to maximize your webinar's exposure:
Leverage email marketing and social media: Highlight the benefits of attending your webinar in your email campaigns and include a clear call-to-action for registration. Segment your email list to tailor your message to specific groups. Utilize social media platforms like Facebook, Twitter, and LinkedIn to reach your audience. Use relevant hashtags and targeted advertising to increase visibility. Create a social media calendar to plan your pre-webinar posts. Collaborate with industry influencers to expand your reach and tap into their followers.
Partner with industry influencers: Collaborate with respected influencers in your industry. Offer them opportunities to co-host or promote your webinar to their audience. Look for influencers with a significant following and credibility. Consider providing incentives or commissions for each registration they drive. This partnership can help you connect with a broader audience and establish relationships with key players in your industry.
Remember, promoting your webinar is crucial for its success. Utilize email marketing, social media, and influencers to reach a wider audience and drive registrations. Keep your messaging consistent and relevant, and track your results to refine your strategy over time.
Conclusion
Incorporating webinars into your B2B marketing strategy is essential for educating, engaging, and building relationships with your target audience. By implementing the four strategies outlined here, you can create impactful webinars that resonate with your audience, generate leads and sales, and establish your organization as a thought leader in your industry. Embrace the power of b2b webinar marketing to take your marketing efforts to the next level.",http://192.168.1.12/finalgo/wp-content/uploads/2023/05/jodie-cook-gmI5H2exWng-unsplash-scaled.jpg,jodie-cook-gmI5H2exWng-unsplash-scaled.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/05/jodie-cook-gmI5H2exWng-unsplash-scaled.jpg",3393,jodie-cook-gmI5H2exWng-unsplash,,,,http://192.168.1.12/finalgo/wp-content/uploads/2023/05/jodie-cook-gmI5H2exWng-unsplash-scaled.jpg,Marketing,,,blog-layout,default,241,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,60,3,,,,,,"b2b marketing webinars",,,56,,,,,,,,,,,0,0,8,,,,,,,,,,,publish,6,moshepesach,moshe@stepup.email,Moshe,Pesach,four-strategies-for-successful-b2b-webinars,,default,0,0,0,closed,open,2023-05-03
3399,"MQL to SQL Conversion: Your Guide to Turning Leads into Customers","As business owners, we all strive to attract potential customers and turn them into loyal patrons. But not all leads are created equal - some may have stumbled upon our website by chance, while others are actively searching for a solution to their problem.
So, how can we identify and prioritize the most promising leads?
The answer lies in converting Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs).
Let's take a closer look at MQLs and SQLs - two essential terms in the world of marketing and sales. By understanding the differences between them, you can develop a successful lead conversion strategy.
Understanding Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs)
When it comes to lead generation, it's important to understand the difference between MQLs and SQLs. Let's take a closer look.
MQLs are potential customers who have shown interest in our brand or service in some way - through filling out a form, subscribing to a newsletter, attending a webinar, or downloading a whitepaper. They're usually at the top or middle of the sales funnel and not quite ready to make a purchase. That's where nurturing comes in - by providing personalized content and campaigns, we can guide them down the funnel and turn them into SQLs.
On the other hand, SQLs are leads that have been qualified by the sales team. They have a clear intent to purchase, and have been assessed to be a good fit for our service, with the budget and authority to proceed with the purchase. They're at the bottom of the sales funnel and ready to become customers.
The main difference between MQLs and SQLs is their readiness to purchase. By identifying and nurturing MQLs, we can move them down the funnel and convert them into SQLs. This helps us optimize our lead generation efforts and maximize our return on investment.
Once an MQL becomes an SQL, the sales team can take over and focus on closing the deal. This makes our sales process more efficient and effective.
In conclusion, understanding the difference between MQLs and SQLs is essential for any business that wants to improve its lead generation efforts and close more deals. By providing personalized content and campaigns to nurture MQLs, we can turn them into SQLs and increase our chances of success.
Why Lead Qualification is Crucial
Lead qualification is a vital process that can help your business align its marketing and sales efforts, improve conversion rates, and make the most efficient use of resources. By identifying Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs), you can tailor your approach and nurture leads effectively.
Effective lead qualification can help you make the most of your time and resources. By focusing your efforts on the leads that are most likely to convert, you can improve your ROI and boost your bottom line.
Aligning Marketing and Sales Efforts
Lead qualification creates alignment between marketing and sales teams by defining MQLs and SQLs. This approach helps sales teams target the right leads and prioritize resources for the most appropriate leads. Moreover, lead qualification helps reduce the cost-per-lead and improve the overall return on investment (ROI).
Improving Lead Conversion Rates
Lead qualification helps improve lead conversion rates by ensuring that the sales team is targeting leads that are most likely to convert into customers. By investing in leads that are ready to purchase, businesses can streamline their sales process, reduce sales cycle length, and increase overall conversion rates. Also, lead qualification helps identify potential roadblocks in the sales process and address them proactively.
Ensuring Efficient Use of Resources
Lead qualification ensures efficient use of resources by directing attention to leads that are most likely to convert into customers. Businesses can avoid wasting time and effort, reducing costs. Also, lead qualification helps identify leads that require further nurturing or education before they are ready to make a purchase decision. By providing these leads with the necessary support, businesses can increase the likelihood of converting them into customers in the future.
Defining Criteria for MQL and SQL
Defining criteria for MQL (Marketing Qualified Lead) and SQL (Sales Qualified Lead) is a crucial step in any successful lead generation strategy. It helps align our sales and marketing teams, prioritize our resources and ultimately improve our conversion rates. Let's explore the key steps involved in setting these criteria.
Identifying Key Buyer Personas
The first step is to identify our key buyer personas. This means understanding our ideal customers and their pain points, so we can create targeted campaigns that move them down the marketing and sales funnels. By creating detailed buyer personas, we can gain insights into their specific needs and challenges, which can inform our lead qualification criteria.
For example, if our target audience consists of small business owners looking for cost-effective solutions to manage their finances, our lead qualification criteria may prioritize leads who have engaged with content related to budgeting or financial management.
Determining Lead Scoring Metrics
Next, we need to determine lead scoring metrics. This involves ranking leads based on their engagement with our brand and their fit with our ideal customer profile. By assigning points to various lead activities such as website visits, content downloads, and other engagements, we can rank leads based on their engagement and prioritize our marketing efforts on those with the highest scores.
For instance, a lead who has downloaded a white-paper, attended a webinar, and visited our pricing page may receive a higher lead score than a lead who has only visited our homepage.
Establishing a Lead Qualification Framework
Finally, we need to establish a lead qualification framework that defines what constitutes an MQL and what actions are required before a lead can be upgraded to an SQL. This framework must be based on data-driven insights and continuously optimized to ensure maximum efficacy.
For example, an MQL may be defined as a lead who has engaged in multiple high-value activities and meets certain demographic criteria, while an SQL may be defined as a lead who has requested a product demo or spoken with a sales representative.
Overall, defining criteria for MQL and SQL requires a deep understanding of our target market and their behaviors. By following these steps and continuously refining our approach, we can ensure that our sales and marketing teams are aligned and working towards the same goals, resulting in more efficient lead generation and higher conversion rates.
The Conversion Process: From MQL to SQL
Step 1: Engaging with MQLs
The first step in converting an MQL to an SQL is to engage with them in a meaningful way. We can do this by providing valuable and relevant content, such as white-papers, webinars, and case studies. This builds trust and credibility with our leads, encouraging them to move closer to becoming an SQL.
Step 2: Assessing Readiness to Upgrade
After engaging with our MQLs, we need to assess their readiness to be upgraded to an SQL. Using lead scoring metrics, we can determine if the lead has demonstrated a high level of engagement and is ready to progress down the funnel.
Step 3: Smooth Handoff from Marketing to Sales
Once a lead is identified as an SQL, they are passed over to the sales team. To ensure a smooth transition, we must provide the sales team with a comprehensive history of the lead's engagement with our brand. This information will help them to tailor their sales pitch to the lead's specific needs and interests, making for a seamless and effective handoff process for the whole team.
Step 4: Effective Sales Follow-up and Conversion
The final step in the conversion process is for the sales team to follow up with the lead and convert them into a paying customer. The sales team needs to engage with the lead quickly and effectively, presenting them with a compelling offer that addresses their needs and concerns. By providing a clear value proposition, we can convince the lead to become a customer and further strengthen our relationship with them.
By following these steps, we can successfully convert MQLs to SQLs and increase our conversion rates. It is crucial to continuously evaluate and optimize our conversion process to ensure that we are providing our leads with the best possible experience.
Wrap-Up: Converting MQLs to SQLs for Better ROI
Converting MQLs to SQLs is vital for companies seeking to streamline their lead generation efforts and maximize ROI. By recognizing the difference between MQLs and SQLs and establishing a robust lead qualification framework, companies can focus on high-quality leads that are most likely to convert into customers. The conversion process necessitates close attention to detail, but with a data-driven approach and a well-defined strategy, companies can successfully turn their MQLs into SQLs and expand their customer base.",http://192.168.1.12/finalgo/wp-content/uploads/2023/05/pexels-fauxels-3184298-scaled.jpg,pexels-fauxels-3184298-scaled.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/05/pexels-fauxels-3184298-scaled.jpg",3401,pexels-fauxels-3184298,,,,http://192.168.1.12/finalgo/wp-content/uploads/2023/05/pexels-fauxels-3184298-scaled.jpg,Marketing|Sales|Strategy,,,blog-layout,default,241,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,30,3,,,,,,"mql to sql",,"Identify and prioritize your best leads with an effective mql to sql process for your marketing and sales teams.",71,,,,,,,,,,,0,0,7,,,,,,,,,,,publish,1,teamstepup,webmaster@stepup.email,,,converting-mql-to-sql-your-guide-to-turning-leads-into-customers,,default,0,0,0,closed,open,2023-05-18
3408,"Total Addressable Markets (TAMs): An In-Depth Guide","
Have you ever wondered how businesses determine the size of the market for their products? Enter the Total Addressable Market, or TAM: a concept that will help you make sense of it all. In this comprehensive guide, we'll break down the TAM basics and show you how to calculate it. By the end of this article, you'll be a TAM expert!
What is Total Addressable Market (TAM)?
TAM, simply put, is the total revenue opportunity available for a product or service. It's the maximum possible market share a business can achieve in a specific market. Understanding your TAM is an essential step for setting realistic growth objectives, evaluating investment and business opportunities, as well as potential revenue growth, crafting a market strategy, and determining the feasibility of your business idea.
Definition and Importance
TAM is used by businesses to understand the size of the market they are targeting, which helps them predict revenue potential. TAM can be calculated in a variety of ways, depending on the type of business and the industry it operates in. Mapping out TAM allows businesses to set realistic goals and plan their resources in a more effective manner.
For example, a software company may estimate its TAM by looking at the number of potential customers in a specific industry, the amount of money those customers are currently spending on similar software, and the potential for growth in that industry. This information can then be used to determine whether it's worth investing in the development of a new software product.
TAM vs. SAM vs. SOM
TAM is often confused with two similar concepts: serviceable addressable market (SAM) and serviceable obtainable market (SOM). SAM includes only the portion of TAM that a company can target given its business model, resources and capabilities. SOM, on the other hand, is the portion of SAM that a business can realistically achieve, ie: it's obtainable market. Understanding the differences between these concepts can help you more accurately gauge your business's market potential.
For instance, a company that sells luxury cars may have a TAM of $1 billion, but its SAM might only be $100 million if it only targets high-income customers. Its SOM might be even smaller, say $50 million, if it only targets a specific geographic region. By understanding these different market sizes, the company can make more informed decisions about how to allocate its resources and which markets to enter.
The Benefits of Estimating Your TAM
Estimating TAM can have several benefits for businesses. It allows them to determine the size of the market opportunity, creating a clear vision of the potential growth of the industry. It also lets businesses evaluate their competition and identify gaps in the market. Being able to gauge the size of the market can help reduce risk, more accurately assess growth potential, and ultimately lead to better decision-making.
Estimating TAM can also help businesses identify new markets, which, in turn, can lead to increased revenue. For example, a company that sells organic food may estimate its US TAM at around $50 billion. However, if it expands its products to other countries, it might discover an additional TAM of $20 billion, leading to increased revenue and growth opportunities.
This same company might also discover that it has the resources to enter niche markets and expand its customer base by creating additional products.
In conclusion, TAM is a critical metric for any business looking to grow and succeed. By estimating TAM, businesses can gain a better understanding of their market potential, identify new growth opportunities, and make informed decisions about where to allocate their resources in their growth strategy.
Methods for Calculating Total Addressable Market
Now that we've covered the basics, let's get into the specifics of calculating TAM. Understanding your TAM is essential for any business to determine its potential for growth and profitability. There are three primary methods for calculating TAM: the top-down method, the bottom-up method (or bottom-up analysis), and the value theory approach. Each method has its own advantages and disadvantages and is more or less suitable for specific businesses and industries.
Top-Down Approach
The top-down approach involves starting with the overall market size, or the total market demand, and then narrowing it down to your specific segment. This method is often quicker and easier to implement, but it can also be less accurate due to its reliance on general market data instead of specific industry or customer insights from market research tools. This approach is best suited for businesses that have a clear understanding of their target market and can easily identify the total size of the market. However, it may not provide a detailed view of the potential market opportunity.
Bottom-Up Approach
The bottom-up approach, on the other hand, involves starting with granular data and building up to the overall market size. This approach is generally more time-consuming but can be more accurate as it is based on specific customer behavior and industry trends. This method is best suited for businesses that have a deep understanding of their customers and can gather specific data on their behavior and buying patterns. This approach may provide a more detailed view of the potential market opportunity but may not be feasible for businesses with limited resources or access to data.
Value Theory Approach
The value theory approach analyzes the value proposition of a product or service, examining how much customers are willing to pay for a solution and how many customers are willing to pay that amount. This approach is often useful for early-stage startups that are still defining their target market and value proposition. This approach may provide a more accurate estimate of the potential market opportunity, but it requires a deep understanding of customer needs and preferences.
Choosing the Right Method for You
When choosing a method for calculating TAM, businesses must consider the nature of the industry, the variety of potential customers, and the product or service offering. A combination of approaches may provide a more accurate estimate depending on the specific circumstances. It is important to remember that TAM is not a static number and may change over time as the market evolves, new competitors emerge, and customer preferences shift. Therefore, it's essential to regularly review and update your TAM estimates to ensure they remain relevant and accurate.
Ultimately, a thorough understanding of your TAM is critical for any business looking to grow and succeed. By using one or more of these methods, you can gain valuable insights into the size and potential of your target market, allowing you to make informed decisions about your business strategy and investments.
How to Estimate Your Total Addressable Market
Are you planning to launch a new product or service and wondering how big your potential market is? Estimating your Total Addressable Market (TAM) is a crucial step in determining the viability of your business idea. By understanding the size of your potential market, you can make informed decisions about your marketing strategy, pricing, and overall business plan. In this article, we'll take a closer look at the steps you can take to estimate your own TAM.
Step 1) Define Your Target Market
The first step in estimating your TAM is to define your target market. This involves identifying the characteristics of your ideal customer. Consider factors such as their age, gender, location, and interests. By understanding who your target market is, you can better tailor your marketing efforts and estimate the potential size of your market.
Step 2) Identify Market Segments
Once you've defined your target customers, the next step is to divide them into specific segments that share similar characteristics and behaviors. These segments can then be compared to industry data to identify the potential market size. For example, if you're launching a new fitness app, you might segment your target market into categories such as ""fitness enthusiasts,"" ""beginners,"" and ""seniors.""
Step 3) Gather Relevant Data
Research is essential in estimating TAM. Gathering data from market reports, market research companies, and secondary sources can supplement your knowledge of your target market and industry trends. You can also conduct surveys and focus groups to gather primary data. The more data you have, the more accurate your TAM estimate will be.
Step 4) Choose the Appropriate Calculation Method
Based on your business, industry, and target market characteristics, choose the most suitable approach to calculate your TAM. There are three main methods: top-down, bottom-up, and value theory. Top-down involves starting with the total market size and then estimating your market share. Bottom-up involves estimating the size of each customer segment (
after identifying your Ideal Customer Profile (ICP)) and then adding them together. Value theory involves estimating the value of each customer and then multiplying it by the number of potential customers.
Step 5) Validate and Refine Your Estimate
Finally, it's important to validate and refine your estimate. Compare your estimate to industry data and adjust as necessary. Continually updating your TAM estimate as new data becomes available can also help improve the accuracy of your predictions over time. Remember, estimating your TAM is not an exact science, but by following these steps, you can make informed decisions about the potential size of your market.
In Conclusion
Understanding and calculating your Total Addressable Market is a vital step for any business looking to gauge its potential growth and evaluate investment opportunities and it should be a critical step in your overall market strategy (and your path to success!). While it may seem complicated and time-consuming, there are
many available resources on the internet, including Total Addressable Market Calculators, and this comprehensive guide, which should give you all the information you need to calculate your TAM and make the informed business decisions you need to be a successful startup.
It’s not easy to avoid the trap of trying to be all things to all people. It's understandable that you want to not only, keep your current customer, but to attract as many new customers as possible. But the truth is, not every business will be a good fit for your products. That’s where an ideal customer profile (ICP) comes in - it's a blueprint for the perfect customer for your business and helps you focus your sales and marketing efforts. In this article, we’ll walk you through the key elements of an effective ICP and how to create one for your B2B business.
Understanding the Importance of an Ideal Customer Profile (ICP)
First, let’s take a minute to understand why having an ICP is important. Having a comprehensive understanding of your ideal customer is crucial in today’s competitive market. Defining your ICP helps you:
- Focus your sales and marketing efforts on the right customers
- Improve customer acquisition and retention rates
- Identify areas for product or service improvements
- Develop a targeted messaging strategy that resonates with your ideal customer
In other words, creating an ICP can help you streamline your business operations and increase revenue.
Let's take a closer look at each of these benefits:
Focusing
your sales and marketing efforts on the right customers
Knowing who your ideal customer is can help you target your sales and marketing efforts more effectively. By understanding their needs, pain points, and behaviors, you can tailor your messaging and marketing campaigns to resonate with them. This can lead to higher conversion rates and more qualified leads.
For example, if your ideal customer is a small business owner who values affordability and simplicity, you can create marketing materials that emphasize those features of your product or service. You can also target your advertising to small business owners who fit that profile, rather than wasting resources on a broad audience that may not be interested.
Improving customer acquisition and retention rates
When you know who your ideal customer is, you can create a customer acquisition strategy that speaks directly to them. This can help you attract more of the right customers and increase your conversion rates.
Additionally, understanding your ideal customer can help you improve your customer retention rates. By providing a product or service that meets their specific needs and preferences, you can increase customer satisfaction and loyalty.
Identifying areas for product or service improvements
Creating an ICP can also help you identify areas for product or service improvements. By understanding your ideal customer's pain points and preferences, you can pinpoint areas where your product or service may be falling short.
For example, if your ideal customer is a busy professional who values convenience, you may discover that your product is difficult to use or requires too much time to set up. Armed with this knowledge, you can make improvements that will make your product more appealing to your target audience.
Developing a targeted messaging strategy that resonates with your ideal customer
Finally, creating an ICP can help you develop a targeted messaging strategy that resonates with your ideal customer. By understanding their values, interests, and pain points, you can create messaging that speaks directly to them.
For example, if your ideal customer is a health-conscious millennial who values sustainability, you can create messaging that emphasizes the eco-friendliness of your product or service. This can help you differentiate yourself from competitors and attract more of the right customers.
As you can see, creating an ICP is crucial for any business that wants to succeed in today's competitive market. By understanding your ideal customer, you can streamline your business operations, increase revenue, and create a more loyal customer base.
Understanding your TAM is a critical step in developing a successful business strategy. It allows you to gain valuable insights into the size of the market you're operating in, as well as the potential demand for your products or services. By analyzing your TAM (Total Addressable Market), you can identify new growth opportunities and develop a better understanding of your competition.
One of the primary benefits of understanding your TAM is that it helps you identify your market share. This is important because it allows you to set realistic growth goals for your business. For example, if your TAM is relatively small, you may need to focus on niche marketing strategies to gain a foothold in the market. Alternatively, if your TAM is large, you may need to invest in more aggressive marketing and advertising campaigns to capture a larger share of the market.
Another benefit of understanding your TAM is that it helps you determine your pricing strategy. By analyzing the size and composition of your TAM, you can gain insight into the price points that are most likely to be successful. For example, if your TAM consists primarily of price-sensitive consumers, you may need to offer lower prices in order to remain competitive. Conversely, if your TAM is composed of high-end consumers, you may be able to charge premium prices for your products or services.
Once you have a solid understanding of your TAM, you can then begin to create more targeted ICPs. These ICPs should be designed to appeal to specific segments of your TAM and should be tailored to meet the unique needs and preferences of each segment. By creating more targeted ICPs, you can increase the effectiveness of your marketing campaigns, and gain a larger share of the market. In conclusion, understanding your TAM is a critical step in developing a successful business strategy. It allows you to gain insight into the size and composition of the market you're operating in and helps you identify new opportunities for growth. By analyzing your TAM, you can develop more effective marketing strategies, set realistic growth goals, and ultimately achieve greater success in your business.
When creating an ideal customer profile (ICP), businesses should consider factors such as industry, company size, budget, and pain points. By analyzing these characteristics, businesses can determine which companies are most likely to benefit from their products or services. This information can be used to create a targeted marketing strategy that is tailored to the needs of those specific companies. This is not the same as creating a buyer persona. Buyer personas focus on the people who are involved in the decision-making process. This includes identifying the job titles, responsibilities, and pain points of each person who will be involved in the purchasing process. By understanding the needs of each person, businesses can create messaging that speaks directly to them and addresses their concerns. For example, if a business is selling software to a large corporation, it may create an ICP that includes companies with a revenue of over $500 million. However, when creating buyer personas, they may identify the CFO as the decision maker who is responsible for signing off on the purchase. By understanding the CFO's pain points, such as the need for accurate financial reporting, the business can create messaging that speaks directly to those concerns.
It's important to note that while an ICP focuses on the characteristics of the ideal target customer for your products or services, buyer personas focus on the people who are involved in the decision-making process. By creating both an ICP and buyer personas, businesses can create a targeted marketing strategy that speaks directly to the needs of their ideal customers and the people who will be involved in the purchasing process.
Crafting the Perfect ICP for Your Business
Crafting the perfect ICP can be a daunting task, especially if you're not sure where to start. Don't worry - we've got you covered.
Here are some key measures to follow:
Using Firmographics to Define Your ICP
Firmographics are the characteristics of a business that are used to define your ICP. These can include factors such as industry, company size, location, revenue, and more. By identifying these firmographic criteria, you can create a clear picture of what businesses you should be targeting.
For example, if you're selling software to small businesses, you might want to focus on businesses with less than 50 employees and annual revenue of $1 million or less. On the other hand, if you're selling enterprise-level software, you might want to target larger businesses with more than 500 employees and annual revenue of $50 million or more.
How Technographics Can Help You Create a More Accurate ICP
Technographics are the technologies that a business is currently using. By analyzing technographic data of your existing customers, you can better understand which businesses are most likely to benefit from your products or services.
For example, if you're selling a marketing automation tool, you might want to target businesses that are already using a CRM system. By targeting businesses that are using a CRM system, you can be reasonably sure that they're interested in streamlining their sales and marketing processes.
Understanding the Role of Demographics in ICP Segmentation
Demographics are the personal characteristics of the individuals within a business. These include factors such as job title, age, education, and more. Demographic data can help you identify the decision-makers within the businesses you want to target.
For example, if you're selling a B2B software product, you might want to target businesses that have a Chief Technology Officer (CTO) or Chief Information Officer (CIO). By targeting these decision-makers, you can ensure that your message is reaching the people who have the power to make purchasing decisions.
By using demographics to refine your ICP, you can ensure that you're targeting businesses that have the right people in the right positions to make purchasing decisions.
Job-to-be-Done: A Powerful Tool for ICP Segmentation
Jobs-to-be-done (JTBD) is a way of thinking about product development that focuses on the needs that a product is meant to fulfill. By understanding the JTBD for your products or services, you can identify the types of businesses that will benefit the most from what you offer.
For example, if you're selling a project management tool, you might want to target businesses that are struggling with managing multiple projects at the same time. By targeting companies that have this specific need, you can ensure that your product is meeting a real need and providing value to your customers.
By following these steps, you can create a more accurate and effective ICP for your business. By targeting the right businesses with the right message, you can increase your chances of success and grow your business.
Filters vs Signals: Which is Better for ICP Segmentation?
When it comes to segmenting your ICP, using filters and signals are two common approaches. Filters are objective criteria that you use to identify your ideal potential customer. Signals, on the other hand, are subjective factors that help you identify the businesses that are the best fit for your products or services.
While both approaches have their pros and cons, using signals can help you dig deeper into the characteristics that make a business the perfect fit for your products or services.
How to validate your ideal customer profile
Once you’ve created your ICP, it’s important to validate it before moving forward with your sales and marketing efforts. Here are some ways to do that:
Common mistakes with creating an ICP for B2Bs
It's easy to make mistakes while creating your ICPs but being aware of these common pitfalls can help you avoid them. Some of the most common mistakes include:
B2B ideal customer profile examples
To help you get started, here are a few examples of B2B ICPs:
- A small tech startup that wants to focus on businesses with 50-200 employees in the software development industry.
- A marketing agency that specializes in B2B marketing and wants to target mid-sized businesses in the financial services industry.
- A SaaS company that targets businesses with revenue between $5-20 million in the healthcare industry.
What next: (Buyer Persona, Buyer's Journey)
Now that you’ve created your ICP, it’s time to create buyer personas that will help you tailor your messaging to the decision-makers within the businesses you want to target. In addition, mapping out the buyer’s journey will help you identify touchpoints in the sales process where you can optimize your messaging and increase conversions.
Developing and Defining Customer Personas for Your ICP
Creating buyer personas is similar to creating ICPs but with a focus on the personal characteristics of the individuals involved in the buying process. By developing detailed buyer personas, you can craft messaging that will resonate with each person in the decision-making process.
Creating an effective ICP is crucial for the success of your B2B business. By following the steps outlined in this article, you can create a clear picture of who your ideal customer is and tailor your sales and marketing efforts to attract and retain these customers. Remember to revisit your ICP regularly to ensure it remains relevant and continues to help you meet your business goals.
Finally, for those of you ready to dig in right now -- here's a useful HubSpot resource, with an Ideal Customer Profile Template, for getting started.
Happy targeting!
You've calculated your TAM and perhaps (hopefully!?
click here if you haven't yet) you've even done the research necessary to outline your key ICPs (Ideal Customer Profiles). At this point, you're no longer just relying on guesswork to get your marketing done, and that's great!
But wait! Your work's not done just yet. While identifying your ICPs is crucial (
read our most recent blog on how to do just that if you haven't done it yet), marketing is essentially a person-to-person conversation, which means that you've really got to know who you're talking to before you start.
Why are Buyer Personas so Important?
Creating a buyer persona is like unlocking the secret code to your customer's hearts. It's not just about demographics and data; it's about truly understanding who your potential customers are and what motivates them to become actual customers. By delving deep into their needs, desires, fears, and aspirations, you can tailor your marketing efforts in a way that resonates with them on a personal level.
Let's say you are a B2B manufacturer of industrial lighting solutions for performance spaces and theaters, you might assume that your target audience consists solely of businesses in need of high-quality lighting products, and therefore you focus on targeting supply buyers for theatre houses. However, by creating a buyer persona, you can develop a more profound comprehension of your ideal customer.
For example, you might discover through your research that your more accurate user persona is Jason. He is a seasoned professional in the theater industry, specializing in lighting design and production. Jason recognizes the significance of superior craftsmanship and values the reliability of lighting solutions. He is deeply passionate about creating captivating visual experiences on stage, understanding that lighting plays a pivotal role in enhancing performances. Jason is motivated by his aspiration to set new industry standards and inspire awe among audiences and fellow professionals.
By doing some thoughtful research, you've created a major shift in your marketing teams' focus, and you've likely increased your revenue in the process. This is why creating buyer personas of all your prospective customers is vital.
What is a buyer persona, exactly?
A buyer persona (sometimes called a marketing persona) is a fictional representation of your ideal customer. It's like creating a character for a novel, except this character represents the people you want to reach with your products or services. It goes beyond vague generalizations and digs into specific details that help you truly understand who your customers are.
When creating a buyer persona, you need to consider various factors such as age, gender, level of education, occupation, income level, hobbies, and interests. But it doesn't stop there. You also need to understand their pain points, challenges, and goals. What keeps them up at night? What are their aspirations and dreams?
By understanding these nuances, you can tailor your marketing messages to address their specific needs and desires. For example, if you know that your ideal buyer is a busy working professional with limited time, you can highlight the convenience and time-saving features of your product or service.
Why Your Business Needs a Buyer Persona
Imagine trying to sell a fur coat to someone who lives in a tropical paradise or pitching your high-end gym membership to someone who prefers leisurely walks in the park. Without understanding your audience, your marketing efforts are bound to miss the mark. That's where a buyer persona comes in handy!
Having a clear understanding of your buyer persona allows you to create targeted marketing campaigns that resonate with your potential customers. It helps you speak their language, address their pain points, and showcase how your product or service can improve their lives.
Moreover, a buyer persona helps you identify new opportunities and niches within your target market. By analyzing the characteristics and preferences of your ideal customer, you may discover untapped segments, different types of customers, that you can cater to with a specialized offering.
Creating a buyer persona is an essential step in developing an effective marketing strategy. It enables you to connect with your customers on a deeper level, tailor your messaging to their specific needs, and identify new opportunities within your target market. So, take the time to understand your audience and unlock the secret code to their hearts!
The Steps You Should Take to Create a Detailed Buyer Persona
Creating a buyer persona is an art. It requires research, analysis, and a sprinkle of creativity. However, it's always helpful to have a guide to make sure you're covering your basis. Use the steps we outline below as your buyer persona template anytime you want to develop a deeper understanding of your potential customers and strengthen your marketing messaging.
Step One: Identifying Your Ideal Customer
The first step is to clearly identify who your ideal customer is. Start by jotting down the characteristics of your target audience – their age, gender, location, occupation, and any other relevant details. Paint a vivid picture of who they are.
If you're a business whose been around for a while, your existing customers might be your ideal customers, and you might be doing this work simply to strengthen your existing marketing or solidify your buyer persona profiles. If so, that's great! You can draw your research from your typical customers. If you're looking to find your product market fit, you'll need to do more imagination-based research to draw the ideal persona examples you're looking for.
For example, if you're a fitness brand targeting young adults, your ideal customer may be a 25-year-old male living in a metropolitan area, working in a corporate job, and passionate about staying fit and healthy. By understanding these key characteristics, you can tailor your marketing efforts to resonate with this specific audience.
Step Two: Gathering Relevant Data
Now that you have a general idea of your ideal customer, it's time to dive deeper and gather data that supports your assumptions. Conduct surveys, and interviews, and analyze existing customer data to make sure you're getting accurate representation of your buyers and complete data. Look for patterns and trends that can help you refine your buyer persona.
For instance, you can create online surveys to gather demographic information, preferences, and buying behaviors from your target audience. Additionally, you can conduct interviews with existing customers to understand their motivations, challenges, and what they value most in a product or service. By collecting this data, you can gain valuable insights into the needs and desires of your ideal customer.
Step Three: Analyzing Customer Behavior
What drives your customers to make a purchase decision? What are their pain points and motivations? By understanding their behavior, and their decision-making process, you can anticipate their needs and tailor your marketing messages to address them directly. Track customer interactions, analyze website data, and embrace the power of analytics.
For example, by tracking customer interactions on your website, you can see which pages they visit the most, what products or services they show interest in, and how long they stay on each page. This data can help you identify the pain points and motivations of your ideal customer throughout their buyer journey. Additionally, by leveraging analytics tools, you can gain insights into customer demographics, behavior patterns, and conversion rates, allowing you to optimize your marketing strategies -- and even empower your sales teams -- accordingly.
Creating a detailed buyer persona involves identifying your ideal customer, gathering relevant data, and analyzing customer behavior. By following these steps, you can gain a deeper understanding of your target audience and create targeted marketing campaigns that resonate with their needs and desires.
The Key Elements of an Effective Buyer Persona
When crafting your buyer persona, make sure to include the following key elements:
Demographic Information
Include details such as age, gender, location, occupation, income level, and educational background. This information gives you valuable insights into your customers' lives and helps shape your marketing strategy.
For example, knowing the age range of your target audience can help you tailor your messaging and design to appeal to their specific preferences. Understanding their location can also help you determine if there are any regional factors that may impact their buying decisions.
Additionally, considering the occupation and income level of your ideal customer can provide insights into their purchasing power and what kind of products or services they may be interested in. Educational background can also play a role in understanding their level of expertise and knowledge in a particular industry or field. All of this information should play a key role in how you choose the types of content your produce and your overall digital marketing and content marketing strategy.
Psychographic Information
Go beyond demographics and delve into your customers' psychographic traits. What are their interests, hobbies, beliefs, and values? Understanding these aspects allows you to create a more targeted and personalized marketing approach.
For instance, knowing your customers' interests and hobbies can help you identify potential partnerships or collaborations with other brands or influencers that align with their passions. Understanding their beliefs and values can also help you craft messaging that resonates with their ideals, building trust and loyalty.
Moreover, considering psychographic information can help you identify any specific pain points or challenges your customers may be facing. By understanding their needs and desires on a deeper level, you can develop products or services that address those pain points and provide meaningful solutions.
Behavioral Traits
What are the behaviors and habits that define your ideal customer? Are they tech-savvy trendsetters or traditionalists who prefer tried-and-true solutions? By understanding their behavior, you can craft messaging that resonates with their preferences and drives them to take action.
For example, if your ideal customer is a tech-savvy trendsetter, you may want to focus on showcasing the innovative features and cutting-edge technology of your product. On the other hand, if your target audience is more traditional and prefers tried-and-true solutions, you may want to emphasize the reliability and long-standing reputation of your brand.
Understanding behavioral traits can also help you determine the best channels and platforms to reach your customers. If they are active on social media, you can develop a strong presence on those platforms and engage with them directly. If they prefer offline interactions, you can focus on in-person events or traditional advertising methods.
An effective buyer persona includes not only demographic information but also psychographic traits and behavioral traits. By considering these key elements, you can gain a deeper understanding of your customers and tailor your marketing strategy to effectively reach and engage with them.
Utilizing Your Buyer Persona to Improve Customer Engagement
Now that you have a well-crafted buyer persona, it's time to put it into action. Here are some tips to effectively utilize your persona and improve customer engagement:
Tip #1: Personalize Your Marketing Efforts
Gone are the days of generic marketing messages that speak to no one in particular. With your B2B buyer persona in hand, you can create personalized content and advertisements that speak directly to your ideal individual customer. Use their language, address their pain points, and show them how your product or service can make their lives better.
Imagine this: you have a B2B customer persona named Alex. They are an environmentally conscious procurement manager in their early 30s, responsible for sourcing sustainable and eco-friendly products for their organization. With this insight, you can develop marketing materials that emphasize the environmental advantages of your offering, illustrating how it aligns with Alex's values and objectives. By customizing your messaging to resonate with their specific interests, you enhance the likelihood of capturing their attention and converting them into a loyal customer.
Tip #2: Enhance Your Customer's Experience
Your buyer persona can also help you improve the overall customer experience. By understanding your customers' preferences and frustrations, you can tailor your website design, user interface, and customer service to meet their expectations. This personalized approach will not only increase customer satisfaction but also foster loyalty and repeat business.
For example, let's say your buyer persona, Mark, is a tech-savvy individual who values efficiency and convenience. By analyzing Mark's preferences, you can optimize your website's navigation and checkout process, ensuring a seamless and hassle-free experience. Additionally, you can offer a live chat feature to provide instant support and address any concerns Mark may have. You can also educate your customer service team using the customer insights you've gained from your persona research. By going the extra mile to meet Mark's expectations, you create a positive customer experience that encourages him to continue doing business with you.
Tip #3: Increase Customer Retention
With a detailed buyer persona, you can identify opportunities to increase customer retention. By understanding your customers' needs and desires, you can develop loyalty programs, personalized offers, and exclusive content that keep them coming back for more. Happy customers are loyal customers!
Remember, your buyer persona is a powerful tool that allows you to understand your customers on a deeper level. By utilizing it effectively, you can personalize your marketing efforts, enhance the customer experience, and increase customer retention. So, put your buyer persona into action and watch your customer engagement soar!
Common Mistakes to Avoid When Creating Your Buyer Persona
Creating a buyer persona is not without its challenges. Here are some common mistakes to avoid:
Making Assumptions About Your Audience
Don't rely solely on assumptions when crafting your buyer persona. Conduct thorough research and gather real data to support your assumptions. The more accurate your buyer persona, the more effective your marketing efforts will be.
Overlooking Existing Customer Data
Your existing customer base holds a wealth of information that can help you refine your buyer persona. Analyze customer feedback, purchase history, user experience and and website analytics to gain insights into their preferences and behavior. Utilize this valuable data to further personalize your marketing strategies.
Continuously Updating and Refining Your Buyer Persona
Creating a buyer persona is not a one-time task but an ongoing process. Keep your buyer persona up to date by:
1: Keeping Up with Market Changes
The market is constantly evolving, and so should your buyer persona. Stay updated on industry trends, competitor strategies, evolving customer challenges, and changes in consumer behavior. This will help you adapt your marketing efforts to stay ahead of the curve.
2: Regularly Gathering and Analyzing Customer Feedback
Your customers hold the key to unlocking valuable insights. Continuously gather and analyze feedback through surveys, social media interactions, and customer service interactions. This firsthand information will ensure your buyer persona remains accurate and relevant.
Conclusion: The Power of a Well-Crafted Buyer Persona
Creating an effective buyer persona is like having a secret weapon in your marketing arsenal. By understanding your customers on a deeper level, you can tailor your messaging, personalize your marketing efforts, and improve customer engagement. So, grab your creative tools and start crafting your buyer persona today (
and drop it in this handy persona template tool from HubSpot when you're ready to present your findings). Your customers will thank you for it, and your business will reap the rewards!
Understanding the Buyer's Journey
B2B Founders and marketers can get a tad conceptual when it comes to talking about their buyers. And it makes sense! When you're focused on selling high-volume, global solutions -- it's easy to lose the trees for the forest.
But a solid GTM Strategy requires you to come back down to Earth, which is to say, to remember that your customers are just people -- who make purchasing decisions the same way anyone would, whether it's for shampoo or medical devices.
That's why it's essential to imagine -- and learn from -- the imaginative journey through the ""mind"" of the buyer.
In this article, we will delve into the importance of understanding this fascinating process and uncover the key stages that buyers go through. So, hold on tight as we take you on a journey like no other!
Defining the Buyer's Journey
Before we dive into the details, let's start by defining what the Buyer's Journey actually is. Simply put, it is the process that potential customers go through from the moment they become aware of a problem or need to the moment they make a purchase decision. It's like a rollercoaster ride filled with emotions, questions, and lots of choices.
Imagine you're standing at the entrance of a theme park, ready to embark on a thrilling adventure. The Buyer's Journey is just like that, except instead of roller coasters and cotton candy, it's filled with moments of discovery, consideration, and ultimately, decision-making. It's a journey that takes individuals from a state of unawareness to becoming loyal customers.
So why is it essential for businesses to wrap their heads around the Buyer's Journey? Well, hang on, and we'll uncover the answers in the next section!
The Importance of Understanding the Buyer's Journey
Understanding the Buyer's Journey is like getting insider information on the world's best-kept secret. It allows you to tailor your marketing efforts, create compelling types of content, and engage with your potential buyers at every stage. By being in sync with their needs and desires, you can meet them exactly where they are in the buying process.
Think of it as navigating through a maze. Without a map, you're left stumbling in the dark, hoping to stumble upon the right path. But with a clear understanding of the Buyer's Journey, you have a compass guiding you toward success. You can anticipate their questions, address their concerns, and ultimately, guide them towards making a purchase decision.
The Buyer's Journey isn't just a game of chance. It's a game of strategy. And the better you understand it, the higher your chances of success.
Key Stages of the Buyer's Journey
Every buyer goes through a unique adventure, braving various stages. To help you navigate this exciting journey, we've broken it down into four distinct stages: Awareness, Consideration, Decision, and the Post-Purchase Stage. Each of these stages presents its own set of challenges and opportunities. So, hold on tight as we examine each stage, one paragraph at a time.
Imagine yourself at the start of the Buyer's Journey, standing at the entrance of a grand hall filled with possibilities. This is the Awareness stage, where potential customers become aware of a problem or need. It's like stepping onto a platform, where individuals begin to notice the gap between where they currently stand and where they want to be. At this stage, your goal is to capture their attention, spark their curiosity, and make them realize that there is a solution to their problem.
As the journey progresses, we enter the Consideration stage. Here, buyers have identified their problem and are actively seeking solutions. They're like explorers, venturing into uncharted territory, researching and evaluating different options. It's your chance to showcase the unique value your product or service brings, highlighting how it can address their pain points and meet their specific needs. By providing valuable information and engaging content, you can position yourself as a trusted advisor, guiding them toward making an informed buying decision.
Next comes the Decision stage, where buyers are on the brink of making a purchase. They've narrowed down their options and are ready to choose the best fit for their needs. It's like standing at a crossroads, weighing the pros and cons of each path. This is your opportunity to demonstrate why your offering is the superior choice. Showcasing testimonials, offering incentives, and providing a seamless buying experience can all help tip the scales in your favor.
But the journey doesn't end with a purchase. The Post-Purchase Stage (this often overlooked stage of the buying journey) is where the real adventure begins. This is the moment when buyers transition from being customers to brand advocates. It's like stepping off a thrilling ride, exhilarated and eager to share their experience with others. By providing exceptional post-purchase support, fostering customer loyalty, and encouraging feedback, you can turn your customers into brand ambassadors, driving future sales and growth.
The Buyer's Journey is an exciting expedition that every business must embark on. By understanding its intricacies and incorporating it into your marketing strategy, you can create a seamless and engaging experience for your potential customers.
The Awareness Stage
Welcome to the land of discovery! The Awareness Stage is where it all begins. Buyers in this journey stage are in search of answers, trying to identify the problematic dragon that needs slaying. It's crucial to identify your buyer's problem accurately at this stage. After all, you can't slay the dragon if you don't know what it looks like!
Imagine stepping into a dense forest, the air thick with anticipation. As you cautiously make your way through the undergrowth, you can feel the excitement building within you. Every step brings you closer to uncovering the secrets of the mythical creature that has been wreaking havoc on the kingdom.
Identifying the Buyer's Problem
The first step in the Awareness Stage is to help buyers identify their problem. Are they battling a pesky issue that's been keeping them up at night? Maybe they're in desperate need of a solution, but they're not sure where to find it. By understanding your customer's pain points, you can position yourself (through compelling content) as the knight in shining armor, ready to save the day.
Picture yourself sitting across from a troubled buyer, their eyes filled with uncertainty. You listen attentively as they pour out their frustrations, their words echoing in your mind. With each sentence, you gain a deeper understanding of the challenges they face and the obstacles that stand in their way. You become their confidant, their guide in this treacherous journey towards a solution.
How to Attract Buyers in the Awareness Stage?
Now that you've got their attention, it's time to showcase your expertise. Provide them with valuable content that educates and sparks curiosity. Show them that you understand their problem better than anyone else. Take them on a magical journey through blog posts, videos, and social media content that leaves them hungry for more!
Imagine crafting a captivating blog post, each word carefully chosen to captivate the reader's imagination. With every paragraph, you paint a vivid picture of their potential solutions, and all possibilities that lie ahead, inspiring them to take consider taking action.
With your content marketing strategy, you create a tapestry of engaging and informative content that entices and enthralls. Each piece of video content you produce is a window into a world of knowledge, where viewers can catch a glimpse of the transformative power that awaits them. The comments section buzzes with excitement as people share their own experiences, forming a community.
So, embrace the Awareness Stage with open arms. This key phase of the buyer journey should never be overlooked and is the place to showcase the best of your inbound marketing strategies. Embody the spirit of a seeker, a guide, and a storyteller. With every word you write and every piece of content you create, remember that you have the power to ignite the spark of curiosity in your prospective customer.
The Consideration Stage
Congrats, fearless warrior - you've made it to the Consideration Stage! Buyers here have moved past their initial discovery and are now actively exploring different solutions to their problem. It's time for you to present them with compelling options that will make them go, ""Eureka! This is exactly what I've been searching for!""
But what does the Consideration Stage really entail? It's a critical phase in the buyer's journey where potential customers are no longer just browsing. They have identified their pain points and are actively seeking solutions. They are hungry for information, and eager to find the perfect fit that will address their needs.
Presenting Possible Solutions to the Buyer
At this stage, your potential customers are actively evaluating different solutions. They want to weigh the pros and cons, compare options, and find the best fit for their needs. It's your chance to showcase your unique selling points, highlight the benefits, and prove that your solution is the stuff dreams are made of.
Imagine this scenario: a buyer has finally recognized their need for a new CRM system. They have done their initial research and are now ready to dive deeper into the available options. They want to know how your CRM system can streamline their sales process, improve customer relationships, and ultimately boost their bottom line. This is your moment to shine.
Consider creating detailed product comparison charts, showcasing the features and functionalities of your CRM system alongside your competitors'. Provide in-depth case studies highlighting how your CRM has transformed similar businesses, showcasing real-life success stories. By presenting your potential customers with tangible evidence of the value your solution brings, you can help them make an informed decision. Whatever consideration stage content you choose,
Engaging Buyers in the Consideration Stage
Remember, knowledge is power! Engage with your buyers by providing them with educational content, case studies, or even personalized consultations. Show them the depth of your understanding, and they'll be more likely to take a leap of faith with you.
Consider hosting webinars or workshops that delve into the intricacies of your solution. Offer whitepapers or eBooks that provide valuable insights into industry trends and best practices. By positioning yourself as a thought leader and a trusted advisor, you can build credibility and establish a strong rapport with your potential customers.
Personalization is key in the Consideration Stage. Take the time to understand your buyer's unique pain points and tailor your messaging accordingly. Offer personalized consultations or demos to demonstrate how your solution can specifically address their needs. By showing that you truly understand their challenges and have a tailored solution, you can significantly increase your chances of conversion.
In conclusion, the Consideration Stage is a critical juncture in the buyer's journey. It's your opportunity to present your potential customers with compelling options, showcase your unique selling points, and engage with them on a deeper level. By providing educational content, case studies, and personalized consultations, you can build trust and position yourself as the ideal solution provider. So, embrace the Consideration Stage, fearless warrior, and guide your potential customers towards their ""Eureka"" moment!
The Decision Stage
You've come a long way, brave soul, and now you've reached the Decision Stage - the final showdown before the ultimate victory. The buyer is about to make their move, and it's your job to show them why your solution is the hero they've been waiting for!
Convincing the Buyer to Choose Your Solution
When it comes to the Decision Stage, the name of the game is persuasion. Take a deep breath, flex your storytelling muscles, and paint a vivid picture of the positive outcomes your solution will bring using a variety of types of content. Focus on highlighting the unique value you bring to the table and why your offering is the best fit for their needs.
Strategies for Closing the Sale
To seal the deal, you need more than just a pretty speech from a sales rep. While your sales team does its work, your marketing team can also continue to provide relevant content. Offer incentives, provide guarantees, and create a sense of urgency that will lead your prospective buyers to take action. Discount coupons, limited-time offers, or even personalized messages of encouragement, using messaging geared to their buyer persona type can be the secret sauce that entices them to make the purchase.
Post-Purchase Stage
Congratulations! You've successfully guided the buyer through the entire buyer's journey, and your B2B buyer has made a purchase. But the adventure doesn't end here! It's time to ensure buyer satisfaction and establish a long-lasting bond.
Ensuring Buyer Satisfaction After Purchase
Your buyer has chosen you as their champion - now it's your turn to deliver! Provide exceptional customer service, go above and beyond their expectations, and address any concerns they may have. By ensuring their satisfaction, you'll win their loyalty and turn them into raving fans.
Encouraging Repeat Business and Loyalty
The customer journey doesn't end here; you want them by your side for the long haul. Offer loyalty programs, exclusive perks, or even create a community for your customers to interact with one another. Treat them like family with useful perks and engaging content, and they'll keep coming back for more grand adventures!
And with that, dear adventurer, we have reached the end of our epic voyage through the Buyer's Journey. We hope you've gained valuable insights into the inner workings of your potential customers' minds. Now, go forth and conquer the market, armed with the knowledge of their journey!",http://192.168.1.12/finalgo/wp-content/uploads/2023/07/pexels-andrea-piacquadio-3811832-scaled.jpg,pexels-andrea-piacquadio-3811832-scaled.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/07/pexels-andrea-piacquadio-3811832-scaled.jpg",3432,pexels-andrea-piacquadio-3811832,,,,http://192.168.1.12/finalgo/wp-content/uploads/2023/07/pexels-andrea-piacquadio-3811832-scaled.jpg,GTM|Plan|Sales|Strategy,,,blog-layout,default,241,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,30,73,,,,,,"the buyer's journey",,"Understanding your ideal customer's decision making journey is key to getting them to purchase. Learn the stages of the buyer's journey here.",57,tailor-your-b2b-sales-process-to-the-buyer-journey,,,,,,,,,,0,0,10,,,,,,2023-07-04,"a:7:{s:14:""disable_global"";b:0;s:8:""head_any"";s:0:"""";s:12:""head_desktop"";s:0:"""";s:11:""head_mobile"";s:0:"""";s:10:""footer_any"";s:0:"""";s:14:""footer_desktop"";s:0:"""";s:13:""footer_mobile"";s:0:"""";}",,,,publish,6,moshepesach,moshe@stepup.email,Moshe,Pesach,tailor-your-b2b-marketing-process-to-the-buyer-journey,,default,0,0,0,closed,open,2023-07-05
3437,"How to Write a Competitor Analysis for Your Early-Stage B2B Start-Up","
In the highly competitive world of B2B, understanding your competitors is essential for the success of your early-stage business. By conducting a thorough analysis of your competitors (aka competitive analysis), you can gain valuable insights that will help shape your content strategy and differentiate your offering. In this article, we will explore the benefits of doing a competitive analysis and provide a step-by-step guide - and all the competitor analysis tools you need - to conduct one effectively.
Before diving into the process of competitor analysis, let's discuss why it is crucial for your early-stage B2B business.
Here are the Key Benefits of Doing a Competitive Analysis:
Identifying market trends and opportunities:
By analyzing your competitors' strategies, you can gain a better understanding of the current market landscape and identify emerging trends and opportunities. This knowledge will enable you to adapt your content strategy to meet the needs of your target audience effectively.
When conducting a competitor analysis, you will not only gain insights into what your competitors are doing but also understand the reasons behind their success or failure. By studying their content strategy, you can identify which types of content resonate well with your target customers, and leverage this knowledge to increase your own competitive intelligence, and to create engaging and valuable content to increase your business growth rate.
Furthermore, analyzing your competitors' strategies will help you identify any gaps in the market that you can exploit. By understanding what your competitors are not offering or addressing, you can position your business as a unique solution provider, filling those gaps and offering something different to your customers.
Discovering gaps in the market:
By analyzing the key features of your closest competitors' products, you can identify gaps in the market that your business can fill. These gaps represent opportunities for differentiation, allowing you to provide unique value to your customers. With your thorough competitor analysis in hand, you can tweak your business decisions and then design a competitive marketing strategy that emphasizes your unique value proposition, attracting customers who are looking for something different.
Additionally, by identifying gaps in the market, you can also uncover untapped customer needs and pain points. This knowledge will allow you to tailor your content to address these specific needs, positioning your business as the go-to solution for customers facing those challenges.
This analysis can help you improve your existing customer retention as well. Knowledge of your major competitors' customer experience is crucial to differentiating your value throughout the customer lifecycle. You can provide better customer service, be more engaged on social channels, and build customer loyalty, simply by making sure you're filling needs that your competitors are neglecting throughout the customer journey.
Deepen Your understanding of your target audience:
By studying your competitors' customer base and engagement strategies, you can gain insights into the preferences, needs, and pain points of your target audience. This knowledge will help you tailor your content to resonate with your potential customers.
When conducting a competitor analysis, it's not just about analyzing their products, services, or advertising tactics. It's also about understanding their customer base and how they engage with them.
By studying their customer demographics, behavior patterns, and engagement strategies, you can gain valuable insights into your own target audience. insights that answer a lot of your burning questions about customer engagement and customer loyalty.
By tailoring your content to resonate with your target audience (at every stage of the buyer's journey), you'll build credibility -- ultimately you'll be able to market with ease.
How to do a Competitor Analysis
Now that we understand the benefits of competitive analysis, let's dive into the step-by-step process of conducting one:
Step 1: Identify Your Competition
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The first step is to identify your different types of competitors.
Direct Competitors
Direct competitors offer similar products or services targeting the same market segment, while indirect competitors may have different offerings but cater to the same customer needs. It is important to have a comprehensive list of both types of competitors for your analysis.
When identifying your direct competitors, consider product similarity, target market overlap, and geographic reach. Look for companies that offer similar solutions and have a strong presence in your industry.
Indirect Competitors
For indirect competitors, think about businesses that may not offer the exact same products or services as you, but still compete for the same customers. These could be companies that solve the same problem using a different approach or alternative solutions that fulfill similar needs.
In addition to direct and indirect competitors, a third category to consider is replacement competitors. Replacement competitors are those businesses that offer alternative solutions to the same customer needs or problems but may not be immediately apparent as traditional competitors. These alternatives can often disrupt the market and distract customers from your products or services, driving traffic away from your services.
Replacement Competitors
Replacement competitors may emerge from entirely different industries or may be startups using innovative technology to address the same customer pain points. They can pose a significant threat if they offer a more convenient, cost-effective, or novel solution.
For example, let's consider two B2B businesses as examples of replacement competitors:
- Virtual Collaboration Software: A B2B company that offers a cloud-based virtual collaboration platform for remote teams to work seamlessly. While their direct competitors are other collaboration software companies with similar features, an example of a replacement competitor could be a telecommunications company that launches a cutting-edge virtual reality workspace, offering a unique and immersive collaboration experience. As a result, some businesses may switch to this alternative solution, finding it more engaging and productive.
- AI-Driven Customer Support: A B2B company providing AI-powered customer support solutions. Their direct competitors are other companies offering similar AI support systems. However, a replacement competitor could be a company from the gig economy, where businesses are opting to use a crowdsourced customer support service instead. This alternative may offer a more flexible and cost-effective approach, attracting some businesses away from traditional AI support providers.
Identifying replacement competitors is crucial for businesses to remain agile and adaptable in a dynamic market landscape. Keeping a close eye on emerging technologies and new players outside your industry can help you proactively respond to potential disruptions and stay ahead of the competition.
Step 2: Create a Competitor Matrix
A competitor matrix is a valuable tool used in competitor analysis to compare and assess different companies based on various parameters. It enables businesses to gain a deeper understanding of their competitors' strengths, weaknesses, and market positioning in different areas. By organizing this information systematically, you can uncover critical insights to inform your own business strategy and stay competitive in the market.
To create an effective competitor matrix, follow these steps:
Action 1: Outline and include key factors in your competitor matrix:
- Mission Statement: What does the company aim to accomplish?
- Pricing Strategies: How are they earning revenue?
- Product Features and Quality: List their product features and note their quality.
- Target Audience Demographics: Who is their target audience? How much audience overlap is there with your target (bonus: analyze the audience growth rate to predict market share growth over time).
- Rate their Market Presence: How present are they on digital marketing channels and what tactics are they using? See if you can identify their traffic sources and their top-performing content.
- Make sure to look at: SEO, PPC, social media distribution, email marketing, content marketing, influencer marketing, remarketing/retargeting, affiliate marketing, display advertising, and overall advertising efforts. (You can even take it a step further and do a full social media competitor analysis. HubSpot provides a great guide for this).
- Customer Reviews and Feedback: Evaluate what customers are saying about your competitors to gauge their reputation, customer satisfaction, and customer loyalty.
Action 2: Setting up the Matrix:
Create a table with your competitors' names listed on the left axis and the key factors mentioned above as column headers. Fill in the relevant cells with data collected through market research and analysis. Utilize various sources such as competitor websites, social media platforms, customer reviews, and industry reports to gather accurate and up-to-date information.
By using a competitor matrix and including these key factors, you can gain valuable insights into your competitors' overall market strategy. This, in turn, will enable you to make informed decisions, identify potential areas of improvement, and develop effective marketing and business strategies to enhance your competitive advantage.
Step 3: Perform a SWOT analysis of your own business
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Conducting a SWOT analysis of your own business allows you to assess your strengths, weaknesses, opportunities, and threats. This analysis will help you identify areas where you can excel and areas where you need improvement.
Start by examining your strengths. What advantages does your business have over others in your corner of the market? It could be your unique expertise, a strong brand reputation, or proprietary technology. Next, identify your weaknesses. What areas do you need to improve in order to compete effectively? This could include things like limited resources, a small customer base, poor engagement, or a lack of brand awareness.
After evaluating your strengths and weaknesses, look for growth opportunities in the market. Are there any emerging trends or untapped customer needs that you can capitalize on?
Finally, consider the threats that your business faces; such as new businesses, changing customer preferences, or changes to the growth potential of your industry.
Step 4: Identify your areas of unique value and differentiation
Based on the information gathered from the competitor matrix and SWOT analysis, identify your business's areas of unique value and differentiation. For example, focus on specific features, pricing strategies, customer support, or any other aspect that sets you apart from your competitors.
Highlighting these unique selling points in your content strategy and marketing efforts will help you attract potential customers. By clearly communicating what makes your business special, you can position yourself as the preferred choice in the market.
Remember, a competitor analysis is an ongoing process. As the market evolves and new competitors emerge, it's important to stay updated and adapt your strategies accordingly. Regularly revisiting your analysis will ensure that you have a comprehensive understanding of the competitive landscape and can make informed decisions to drive your business forward.
Use Your Findings to Develop Your Value Propositions
Now that you have a clear understanding of your competitors and your own unique value, it's time to develop your value propositions. A value proposition is a concise statement that communicates the benefits your product or service offers to your target audience. Use the insights gained from your competitor analysis to craft compelling value propositions that differentiate your business from the competition.
Focus on highlighting your unique selling points. What makes your product or service stand out from the competition? Is it your innovative features, exceptional customer service, or unbeatable pricing? Whatever it is, make sure to emphasize these strengths in your value propositions.
Additionally, consider the specific needs and desires of your target audience (focus on one audience segment at a time). What are they looking for in a product or service?
How can you fulfill those needs better than your competitors?
By addressing these pain points and desires, you can create value propositions that deeply resonate with your target audience.
Remember, your value propositions should be clear, concise, and compelling and should communicate the benefits of your product or service.
Competitor Analysis: Key Takeaways and Best Practices
Conducting a competitor analysis is an ongoing process that requires continuous monitoring and evaluation. It is a crucial step in understanding your market landscape and identifying opportunities for growth. Here are some key takeaways and best practices to keep in mind:
Regularly update your competitor matrix:
To ensure the information remains accurate and relevant, updating your competitor matrix regularly is essential. This matrix should include important data points such as market share, product offerings, pricing, customer reviews, and marketing strategies. By keeping this matrix up-to-date, you can have a comprehensive view of your competition and make informed decisions.
Monitor your competitors' marketing activities:
Staying up-to-date with your competitors' marketing activities is crucial to understanding industry trends and staying ahead of the curve. Monitor their content creation efforts (on and off their website), their social media strategy, their digital advertising, their
PPC campaigns, their SEO ranking and traffic sources, and any other marketing initiatives they undertake. By observing their strategies, you can gain actionable insights into what works and what doesn't in your industry.
Continuously analyze customer feedback and reviews:
Customer feedback and reviews are a goldmine of information. Analyzing what customers are saying about your competitors' products or services is helpful. You can use this information to identify opportunities for improvement. Look for common pain points, unmet needs, or areas where your competitors are falling short. By addressing these gaps, you can position your business as a better alternative.
Collaborate with your team to brainstorm innovative strategies:
Your competitor analysis should not be a solo endeavor. Collaborate with your team to brainstorm innovative strategies and tactics based on the insights gained. By leveraging the collective knowledge and expertise of your team members, you can come up with unique approaches to outperform your competitors. Encourage open discussions, idea sharing, and creative problem-solving sessions to foster a culture of innovation.
By regularly conducting competitor analysis and leveraging the insights gained, you can
fine-tune your content strategy, differentiate your early-stage B2B business, and achieve sustainable growth in a competitive marketplace. Remember, competitor analyses are not a one-time task. This should be integrated into your overall business strategy.
Why does marketing messaging even matter? Really, you put so much work (and money) into ""the right words"", what's it all about? Well, the truth is -- messaging that connects your audience to what you offer is the key piece of the puzzle in emotionally connecting with your potential audience and getting them to take the next (or first) step in your funnel. But getting there should not rely on quick scans of your competitors' ads and guesswork. It should rely on asking good questions about who your target market is and what you offer them that truly improves your life.
That's why we developed the Value Proposition Canvas -- our methodology that helps us to connect the product to the market to the right message. Our unique approach gets us results every time, and we think it's an ideal approach for early-stage B2B startups. This is why we love it, why we use it (hundreds of times for our customers, and counting) and it's also the secret sauce behind writing content that works.
Read on to learn!
[And scroll down for our template! We expect you to steal it!]
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What is the Benefit of the Value Proposition Canvas?
The Value Proposition Canvas allows businesses to gain a deep understanding of their target market and create the types of products and services that meet their needs. By analyzing your potential customers' jobs, pains, and gains; you can identify opportunities to differentiate yourself from your competitors and create really compelling marketing that shines.
Our Value Proposition Canvas methodology offers a structured framework to systematically analyze and understand your potential customers. This framework consists of two main components: the customer profile and the value map.
This is not like the ICP or Persona development you may have done. This analysis goes beyond simple demographics and explores the deeper motivations and aspirations of your potential clients as it specifically relates to the challenges that your particular product or service might solve. By understanding the jobs customers are trying to get done, the pain they experience (ie: the challenges they encounter trying to meet their goals), and the gains they desire, you'll develop a clearer picture of your target market and design intuitive-feeling marketing that gets to the heart of how your solution is their solution.
Investing in Creating the Right Messaging Leads to Effective Marketing
Effective marketing is crucial for any business to thrive and reach its target audience. However, without the right messaging, even the most well-designed marketing campaign can fall flat. This is where the Value Proposition Canvas comes into play.
With the Value Proposition Canvas - you'll develop messaging that speaks to your target market's specific needs, desires, and challenges, making them more likely to pay attention and take action. By integrating the findings from the Value Proposition Canvas into your marketing efforts, you can create a cohesive and impactful marketing campaign that resonates loudly with your target market.
The bottom line is that the right messaging is crucial.
Understanding Your Customer's Needs and Expectations
Once the customer profile is established, the value map comes into play. This component helps businesses identify the unique value they can offer their customers.
By using the Value Proposition Canvas as your map you'll learn:
- Which pain points are the strongest for your target market.
- The ongoing impact of their challenges on them, information you can utilize in writing marketing.
- Which of your product offerings has the potential to resonate most deeply as a solution for your customers.
- Potential unmet needs -- gaps in the market -- where you can offer your product as a solution.
With these findings you can develop powerful value proposition messaging that sets you apart from your competitors and speaks directly to the heart of your target market's needs and hopes.
This knowledge goes beyond marketing -- alignment with your target market's pain can inform your entire customer lifecycle journey, you can tailor your customer service and product messaging around this knowledge, increasing the likelihood of customer satisfaction and loyalty, ultimately leading to long-term business success.
The Psychology of Why People Buy Things
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It's really valuable to take some time to understand the psychology behind people's buying decisions. There are so many reasons why individuals choose to buy certain products or services. These factors include emotional triggers, social influence, perceived value, and personal beliefs. By understanding these psychological drivers, businesses can craft messaging that speaks directly to their customer's desires and motivations.
Market psychology is large and fascinating field, while not necessary, we highly encourage people to spend some time learning about the patterns and trends in human behavior that help us to understand buying patterns overall, and shed some insight into why this methodology (and many others -- though we're partial to this one) work over and over again.
How To Use the Value Proposition Canvas
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Always Start with the Customer
In order for a business to succeed, it is crucial to understand the needs and wants of the customer -- and the best way to do this is to roll up your sleeves and dig into some market research.
You can gather qualitative data about customer needs and wants through approaches such as message mining. This involves analyzing all the feedback your company has received from your existing customers. This includes customer feedback, reviews, and other product comments. With this information in hand, you'll be able to observe some common themes and use this knowledge to develop solutions that address these specific needs.
Another really valuable approach is through conducting customer and user interviews. By directly engaging with customers and asking high-quality questions, you can gain valuable insights into your existing customer's preferences, pain points, and expectations. These interviews are a gold mine and a much better replacement for the old-fashioned survey.
Deeply understanding the core needs and core wants of the customer is your business's silver bullet for writing a successful value proposition. Beyond writing effective marketing -- it's the research that confirms whether you have a true product-market fit and ultimately is a huge driver of lower marketing costs, as you'll have confidence that you're investing your paid budget in targeting the right audiences.
Ask Enough 'Whys'
When using the Value Proposition Canvas it is important to ask enough ""whys."" By continuously asking ""why,"" you can delve deeper into the motivations and desires of your target audience, allowing you to better understand their core pains and their core values.
Asking ""why"" helps you to go beyond surface-level responses and get to the root of what truly moves and inspires your customers. It helps you to uncover the underlying reasons behind their behaviors and preferences, allowing you to develop core messages that will really connect with them.
Make sure you ask ""why"" in every area of your Value Proposition Canvas.
Jobs refer to the tasks or problems that your customers are trying to solve, and asking ""why"" helps you understand the ultimate goals or outcomes they are trying to achieve.
Pain points are the negative experiences or frustrations your customers face, and by asking ""why,"" you can illuminate the depth of their most challenging obstacles and get to the heart of the solutions you can offer.
Gains, on the other hand, are the positive outcomes or benefits your customers desire, and asking ""why"" helps you understand their motivations and aspirations.
When considering jobs, pains, and gains, it is important to look at both social, emotional, and functional aspects. Social benefits or social consequences play a huge role here -- how will their reputation or their businesses' reputation be impacted by not solving their challenge at hand, for instance. Emotional aspects relate to how your product or service makes your customers feel, for example, will your solution help them save money or offer them an advantage over their competitors? This will give them joy and relief! Functional aspects include the practical or tangible benefits your customers seek. Perhaps what you offer increases the quality of their work, or makes something easier for them -- identifying this will help you communicate it.
By asking enough ""whys,"" you can gain a deeper understanding of your target audience's motivations and desires, allowing you to develop a more compelling value proposition that addresses their specific needs and aspirations.
Value Proposition Canvas Structure
Creating value propositions can be a complex task that requires a deep understanding of customers, their needs, and the market. By using the Value Proposition Canvas, you can identify and address the specific needs of your target audience, ensuring that the product or service you're offering them provides real value for them.
This structure -- done right (ie: we recommend it be approached thoughtfully and in a group discussion setting), serves as a valuable tool that will guide you through the intricacies of value proposition creation.
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First: Define the Customer's Jobs
Begin by making a list of jobs that your target market is tasked with accomplishing. focus specifically on those jobs that relate to your offering (you should have distinguished this when you
developed your ICP -- which you can
learn about here) and try to understand how your customers are currently accomplishing (or failing to accomplish) those jobs.
Second: Lay out the Customer Pains
Once the customer jobs have been defined, the next step is to lay out the customer pains. Pains refer to the frustrations, difficulties, or challenges that customers experience when trying to solve their problems or accomplish their goals. Conduct research, surveys, or interviews to gather insights into the specific pains your target customers face, make a list of their pains, ranked for which are the most painful and relevant for your specific solutions.
Third: Uncover Customer Gains
Gains represent the positive outcomes, benefits, or desires that customers seek when using a product or service. By understanding these gains, you can design value propositions that create a compelling reason why potential customers might choose you and what you offer -- instead of your competitors. Said simply, (and frequently) it's the reason there's an adage in marketing to focus on the benefits and not the features.
Research in Hand? Time to Write Your Value Propositions
Compose a Remarkable Value Proposition
Once you've completed the customer side of the Value Proposition Canvas, it's time to move on to the value proposition side.
A value proposition is a concise statement that communicates the unique value a product or service offers to its customers. It should clearly articulate the benefits, features, and differentiation that make the offering superior to alternatives in the market. Use the insights gathered from the customer side to craft a remarkable value proposition that directly addresses the jobs, pains, and gains of your target customers.
A Few Guidelines for Writing Your Value Propositions:
Guideline 1: Develop a unique value proposition for each buyer persona you serve.
When it comes to attracting and retaining customers, one of the most effective tools for businesses is a unique value proposition. This is especially true when developing a unique value proposition for each buyer persona you serve. By understanding the specific customer pain points and tailoring your products and services to solve them, you can stand out from the competition and create a strong connection with your target audience.
To effectively communicate the value of your products and services, it is important to use clear language that directly addresses a primary customer need. By focusing on the specific pain points of your buyer persona, you can show them how your offerings can provide a solution and improve their lives.
Additionally, it is essential to align the benefits of your offerings with the specific values of your customers. This means understanding what truly matters to your target audience and highlighting how your products and services cater to those values. By doing so, you not only communicate the value of your offerings but also connect at a deeper level with your customers.
Guideline 2: Always Think Like Your Customer
To create effective messaging, it is essential to think like a customer. This means putting yourself in their shoes and understanding their day-to-day activities, needs, and expectations. By doing so, you can develop a deeper understanding of their pain points and create messaging that resonates with them.
When thinking like a customer, it is important to consider their daily routines and activities. What are their priorities? What challenges do they face? By answering these questions, you can tailor your messaging to address their specific needs. For example, if your target audience consists of busy professionals, highlighting the convenience and time-saving benefits of your product or service may be crucial.
Moreover, understanding customer expectations is key. What do they expect from a product or service in your industry? By meeting or exceeding these expectations, you can differentiate yourself from competitors and provide a superior customer experience.
Problem-solving tools like the 'Five Whys' can also be helpful in identifying customer needs. By continuously asking ""why"" until you reach the root cause of a problem, you can uncover insights about what customers truly want and address those needs in your messaging.
Guideline 3: Ensure Your Messaging Needs Fit
Ensuring a fit between your value proposition and your customer's needs and wants is crucial for the success of your business. When your value proposition aligns with what your customers truly desire, it improves the likelihood of customer satisfaction, loyalty, and ultimately, business growth.
Make sure to take your freshly written value propositions back to your Canvas and ask yourself, ""am I really showcasing what we offer and how it benefits my customer, given everything I know about them?"" If you can't answer with a resounding yes, you've still got some work to do.
Your Value Proposition Canvas in Action
Here's two simplistic examples of how the formula works -- obviously your real-world value proposition messaging should be much more resonant than this, you should feel excited and even inspired by the messaging you land on. You'll know it's right when you read it out loud.
- A food delivery service: Customer jobs - convenient meal solutions, Customer pains - lack of time to cook, high delivery fees, Customer gains - time-saving, variety of cuisine options, Value proposition - ""Fresh, delicious meals delivered to your door in under 30 minutes.""
- An online learning platform: Customer jobs - skill development, knowledge acquisition, Customer pains - high costs of traditional education, lack of flexibility, Customer gains - improved career prospects, lifelong learning opportunities, Value proposition - ""Unlock your potential with affordable and flexible online courses from industry-leading experts.""
Pro Tip: Once you've got your value proposition brainstorms written out -- it's a great idea to take your top favorite ones and test them out. You can A/B test on a single variable such as an email or landing page; or you can go further and develop distinct funnels with each proposition, broadcasting your messages loudly and investing budget and several weeks in seeing which of your messages really hit the mark best.
Final Notes: Your Value Proposition vs Tagline vs Slogan
A quick final note (because this comes up often), it's important to distinguish between a value proposition, tagline, and slogan.
While they may appear similar, they serve different purposes:
- A value proposition outlines the unique value that a product or service offers to customers.
- A tagline captures the essence of a brand or product and helps establish brand recognition.
- A slogan is a catchy phrase or statement that reinforces a brand's message and differentiates it from competitors.
These should not be identical, but there can definitely be overlap! Of course, everything you create should be unified on tone and brand vibe.
In short, the Value Proposition Canvas -- and our methodology for developing key messaging -- is a valuable tool for businesses to understand their customers and create compelling value propositions that resonate with their target audience. By thoroughly analyzing customer jobs, pains, and gains, companies can design products and services that address unmet needs and provide remarkable value to customers.
We hope this is helpful and are happy to answer questions should you encounter them on your marketing content creation journey!
(We're proud HubSpot partners and strongly encourage you to check out their content on the same topic, as well as their Value Proposition Canvas Template by
clicking here).
",http://192.168.1.12/finalgo/wp-content/uploads/2023/08/pexels-mart-production-7550534-scaled.jpg,pexels-mart-production-7550534-scaled.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/08/pexels-mart-production-7550534-scaled.jpg",3443,"value proposition canvas team meeting",,"Three people in an office sitting with laptops and discussing marketing.",,http://192.168.1.12/finalgo/wp-content/uploads/2023/08/pexels-mart-production-7550534-scaled.jpg,GTM|Marketing,,,blog-layout,default,241,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,30,73,,,,,,"value proposition canvas","%%title%% %%primary_category%%","Use the Value Proposition Canvas to Develop Your early-stage B2B start-up Effective, Converting Marketing Messaging",71,,,,,,,,,,,0,0,13,,,,,,,"a:7:{s:14:""disable_global"";b:0;s:8:""head_any"";s:0:"""";s:12:""head_desktop"";s:0:"""";s:11:""head_mobile"";s:0:"""";s:10:""footer_any"";s:0:"""";s:14:""footer_desktop"";s:0:"""";s:13:""footer_mobile"";s:0:"""";}",,,,publish,1,teamstepup,webmaster@stepup.email,,,value-proposition-canvas-to-build-your-early-stage-b2b-start-up,,default,0,0,0,closed,open,2023-08-09
3457,"B2B Marketing Budgets: A Step-By-Step Guide to Spending Smart on Your Early-Stage Marketing","
If you haven't built your foundational marketing machine -- you haven't built anything.
This is a message we -- at StepUp -- spend a lot of time trying to communicate to our audience and our clients.
We know you're hungry for leads, and we know you've picked up a variety of pretty solid instincts about how to convert your leads into sales. But building a pipeline -- a marketing machine that consistently refreshes your leads pool with new qualified leads takes significant strategic know-how and a solid investment of time and money.
So, what's the right way to spend, and craft your annual marketing budget, when you're cash-strapped, time-crunched, and aching for new customers? We've broken it down for you into the five steps below -- with some wisdom on how to structure your marketing dollars thrown into the mix.
Spoiler: We're going to keep on recommending that you hire experts to do your initial go-to-market strategy (you know, like us).
In a world that's become besieged by AI-fueled quick fixes (not that we don't love AI), and performance marketing hijinx it has never been more vital to
do ?? the ?? work ?? to craft a solid, well-researched, message and marketing plan.
We're honored to work with some wonderful clients who've taken this important message to heart (and a few who wish they had done so several years earlier), and we've learned a lot about how to get your early-stage B2B company off the ground and running. Read on to learn!
Step 1: Set Clear Big Picture Goals (Spoiler: Your Goal is Always Leads)
This might be stating the obvious, but all of your marketing efforts should be designed to attract qualified prospects who are interested in your product or service.
But far too many businesses skip the MQL (marketing qualified leads) phase of business development growth, neglecting to build a pipeline of warm and open prospects and focusing instead on cold outreach via their sales team.
Not Just Any Leads: Marketing Qualified Leads
Setting clear goals around acquiring MQLs orients you toward building your pipeline -- and gets you thinking about data-driving metrics such as lead acquisition cost, conversion rates, and return on investment of pipeline inbound marketing content -- this will help you assess the effectiveness of your marketing efforts and make necessary adjustments along the way.
When setting your lead generation goals, it is important to consider various factors that may impact the success of your marketing campaigns. These factors include your target audience, industry trends, competitive landscape, and available resources. By taking these factors into account, you can set realistic and achievable goals that will drive your business forward.
Just as not all leads are the same, not all marketing activities and tactics are equal, and some may be more effective in generating leads than others. By understanding your goals, you can allocate your budget and resources to the strategies that have the highest potential for success (this is called ""optimization"").
MQL Goal Clarity is Motivating for Your Marketing Team
Additionally, setting clear goals provides a sense of direction and purpose for your marketing team. When everyone is aligned on the overarching objective of lead generation, it becomes easier to collaborate and work towards a common goal. This alignment fosters a cohesive and focused marketing strategy, resulting in more impactful campaigns. As obvious as this sounds on paper, for the most budget-stressed team in most businesses -- goal alignment is crucial to manifesting aligned creative energy and helping team members feel invested in being a part of the solution. Don't overlook it.
Moreover, having measurable goals allows you to celebrate successes and identify areas for improvement. When you achieve your lead generation targets, it serves as a validation of your marketing efforts and motivates your team to continue their hard work. On the other hand, if you fall short of your goals, it provides an opportunity to analyze what went wrong and implement changes to enhance your future performance.
Step 2: Consider all Your Potential Marketing Costs
Like a parent at a grocery store with their kids -- our inclination when budget setting is to figure out how to ""take stuff out of the cart"".
Penny-pinching is understandable but I urge you to set your red pen aside and dream big when drafting this spreadsheet.
Early-stage B2Bs usually have big goals (""I'd like to eventually dominate the North American market!"" is a sentence I hear more often than you realize). And big marketing goals are great! But they require big marketing visions -- and the courage to execute. That doesn't mean you've got to do it all today -- or even this year -- but a realistic snapshot of what efforts you might undertake, and what they're really going to cost is essential.
Prepare for Paid Advertising
As B2B marketers, we want our message to reach the right audience, and that means allocating toward paid advertising spending. Whether it’s on Google, social media platforms, or wherever our target audience may be, we want to be there with our brand. After all, what good is a killer marketing strategy if it's not reaching potential customers? So, when it comes to setting our marketing budget, we need to make sure we've got some allocated for digital advertising. That's where the magic happens. By strategically placing our ads on the right advertising channels and boosting visibility, we can directly reach our target audience to generate brand awareness and ultimately qualified leads.
Bottom Line --> Have a digital marketing budget that includes enough money for a comprehensive digital spend: on PPC, LinkedIn paid Ads, Google Display, and wherever your audience lives online.
Invest in Content, Content Management Tools (and a Martech Stack)
Content Marketing (this includes social media marketing) is the backbone of any marketing strategy, it plays a vital role in attracting and engaging potential customers around their pains gains, and wants. But these days, content is more than a killer 2000-word blog (like this one), it's about keyword optimization, SERP scores, and integration.
Your content tools should include talented writers and content creators, but they'll also need to make room for your tech stack -- from SEO optimization and Google Analytics tools to AI batch generators to distribution management software (ie: HubSpot) -- the content marketing world is its own ecosystem and gone are the days when you can neglect those vital aspects of your content marketing strategy.
Bottom Line -- budget for creating great content -- and the tools you'll need to make sure people see it.
Event Marketing Works, Put it in Your Company Budget
Event marketing is crucial for boosting brand visibility, and incorporating it into your budget is a must-do. Whether it's through digital or in-person industry events that you attend (or host!), this powerful marketing strategy offers opportunities to connect with potential customers, showcase your products or services, and establish your brand as a thought leader in your industry.
Bottom Line -- From digital webinars to industry booths, budget for participation and marketing to show up as a thought leader in the right spaces.
A Budget Line for Salaries, External Hires, and Marketing Agencies
This topic deserves its own whole blog (or book). But suffice it to say that talent costs and talent matters. Make sure you've got your ad spend separate from your salary and contract spend -- hiring the right people -- the people who know how to do what you need to be done (and no, you cannot ""wing it"" on SEO anymore so cut that out), is simply a must.
Step 3: Hire an Early-Stage Expert to Build Your Go-To-Market Machine (yes, we're talking about us)
Speaking of a budget for hires and agencies: Step 3 in building an effective B2B marketing budget is in planning -- intentionally -- to hire GTM experts to build your marketing machine (ideally BEFORE you begin investing in tactics and channel marketing).
As impressive, capable, and vital as your in-house marketing leader hire (CMO, marketing manager, etc.) is --- creating a GTM strategy and building a solid marketing machine pipeline is its own specific skill set. We highly recommend that you plan and budget for this investment out of the gate (and our business is made of supporting companies who need this -- we're really speaking from experience here).
So what exactly IS a Go-To-Market Strategy / Machine?
In short, a GTM Machine is a framework (or pipeline) that is designed to generate demand from your ideal target market. It's a strategy for who you're going to talk to and how you're going to talk to them that is based on a deep understanding of your services and products as well as a deep understanding of the market you're targeting.
As a business owner, partnering with early-stage marketing experts (who specialize in B2B) to craft this crucial strategy will save you heaps of time, money, and frustration.
- It is the process that every business needs in order to operate from the knowledge of their marketing.
- It is the opposite of (and anecdote to) guesswork and blind experimentation.
- It is the answer to the question "" what's your plan for business growth?""
- It's the work/strategy that comes before your sales team picks up the phone or sends an email;
- and more importantly than any of this: it is the foundation upon which will rest all of your effective marketing efforts for years to come.
Here's What to Expect from Your GTM Machine Architects
- A deep understanding of you, your business, and your products and services.
- A comprehensive analysis of all your competitors, their messages, and their offerings.
- Elaborate persona profiles of your Ideal Customer Profiles (ICPs) that clearly identify their goals, the challenges they face, the solutions they crave, and how you solve their problems.
- Powerful Value Proposition Messaging that marries your product or service with their most painful needs.
- A content strategy that outlines for you the types of content you should be creating so that your ENTIRE funnel is full of awareness, consideration and decision-making messages that compel your potential customers to click on you.
- An execution strategy that tells you where you want to be and how to distribute and deliver your marketing in optimized and effective ways.
- Expert guidance on the right Martech Stack tools to maintain and grow your company. (To go down the rabbit hole of this key topic that often creates budget friction, read this blog, or to check out growth in this marketing department sector based on CMO surveys, read here).
I could go on. A well-executed GTM is not something you can get around, and something you'll feel the lack of if you don't invest. Hire these experts -- and let them guide your early-stage business down the right path toward growth.
Step 4: Hire Your In-House Marketer and Build Your Team
I know that you know the value of hiring an in-house marketer (or maybe, dear reader, you ARE the in-house marketer -- looking to understand your budget and structure needs better).
Whoever you are -- our advice for hiring an in-house expert is this:
No marketer is (or should be) a jack of all trades. Find a marketer whose strengths play to your needs. You can hire based on skill set, but hiring based on industry expertise is just as valuable an approach. Whatever you do, understand that you're hiring a partner; and a good rule of thumb is to invest in wisdom, and be willing to bring in full- or part-time support for them so that they can execute the vision you (and your GTM experts) have crafted.
Step 5: Optimize Your Marketing Pipeline Every Six Months
Okay! Whew! We're done outlining where you should invest your money.
You've got your marketing budget lines clear and a plan you're ready to implement.
Just remember to put a little cash aside for some strategy refreshes twice per year.
Why? The market changes.
Audience behavior changes, keyword costs change, digital advertising changes.
Bring in your GTM experts to do a check-in once in a while to make sure that you're course correcting along the way (and to avoid waking up one day and realizing that your target market just isn't where you are anymore).
Regularly analyze your marketing metrics to determine which marketing channels are generating the most leads and conversions. Consider A/B testing different ad creatives, landing pages, and email campaigns to optimize your conversion rates. Adapt your messaging and tactics based on customer feedback and market trends.
The digital landscape is dynamic, and consumer behavior is constantly evolving. Regularly reviewing your marketing efforts enables you to identify what's working and what's not, allowing you to make informed decisions regarding resource allocation.
Remember that B2B marketing budgets are not set in stone. They should be agile and adaptable to accommodate changes in your industry, market conditions, and customer preferences.
By following these steps and staying committed to continuous improvement, you can build a marketing budget that maximizes your investment and drives sustainable growth for your early-stage B2B marketing department. So, set your marketing goals, evaluate your costs, seek expert guidance, build your team, and optimize your pipeline.
With these strategies in place, your B2B marketing budget will be a powerful tool for propelling your business forward.
For more nitty-gritty marketing budget advice,
check out HubSpot's blog on the topic (we're proud to be HubSpot partners and love their resources on these topics).
1️⃣ Sharpen Your Targeting—Focus on the Ready-to-Buy
Why It's Crucial
Missing the mark in targeting is just flushing your budget down the drain. The tighter your focus, the higher the ROI. Focus on the folks in your funnel already in ""decision mode"".
How to Do It
- Re-Engage Open Leads: For example, if you're in the business of SaaS for healthcare, it's likely you have pending conversations with administrators or healthcare providers. Reach out to them and mention the new feature that directly caters to a problem they had expressed earlier.
? Pro Tip: Use a CRM to automate follow-ups and track engagement. Make sure the message is personalized. (Here's HubSpot's advice on how to do that in their CRM).
- Spot the Hyper-Engaged: Take note of the people who are engaging with your LinkedIn posts, Twitter updates, or regular newsletters.
? Pro Tip: Use LinkedIn analytics to track engagement and use Direct Messages to reach out with a soft sell.
Real-Life Example
A SaaS provider of ours in the logistics sector revisited their pending leads with a focused message around Q4 budget spend, capturing a 20% increase in close rate within a month.
2️⃣ Skip the Fluff—Drive Sales Intent, Not Just Brand Love
Why It's Crucial
With limited time and resources, you can't afford to focus on activities that don't convert. Save brand awareness investment for next year.
How to Do It
- Host Decision-Driving Webinars: For instance, if you sell recruitment software, a webinar titled ""How to Streamline Your Hiring Before Year-End"" can attract HR managers desperate to close positions before 2024.
? Pro Tip: Use the webinar to showcase your software in action, addressing problems in real time. (Here's our guide on building successful webinars).
- Deliver Conversion-Oriented Content: Content pieces like '7 Reasons Why Our Software Beats Competitors' are straightforward but incredibly effective.
? Pro Tip: Use A/B testing to fine-tune your CTAs and increase conversion rates.
Real-Life Example
A cloud-based inventory management service we advised switched from general topics in their webinars to specifics like 'Managing Holiday Inventory Efficiently' in Q4. They reported a 30% hike in trials and a 15% increase in conversions.
3️⃣ Upgrade Your Conversion Playbook—Incentivize, Incentivize, Incentivize
Why It's Crucial
Q4 is when budgets get spent. Your prospects are looking to make purchasing decisions; make it easier for them.
How to Do It
- Roll Out Exclusive Bundles: Package your core product with add-ons at a reduced price.
? Pro Tip: Highlight the savings they get from the bundled pricing prominently in your marketing material.
- Unlock Early Access: For example, if you plan to launch a new analytics dashboard in Q1 2024, give your Q4 customers early access to it.
? Pro Tip: Use this as an upsell opportunity to move them onto annual contracts.
- Boost Referrals: Offer a free month of service for every successful referral.
? Pro Tip: Use automated emails to remind your customer base of the referral program.
Real-Life Example
We worked with an e-learning platform that offered course bundles along with a free consultation session as a Q4 special. The result? A 40% uptick in course sign-ups and a new revenue line from consultation services.
Takeaway: Your Time Is Now + Quick Win Plan Template
Navigating the turbulent waters of Q4 doesn't have to be a Herculean task. A focused, pragmatic approach can make all the difference, helping you secure those quick wins and ease into 2024 with momentum on your side.
Simply make sure that:
✅ You're speaking to the hottest audience (hot leads, that is).
✅ Offering decision-making content geared toward their stage in the buyer's journey and their pain points. (Read this for more insights).
✅ Incentivizing them to buy now!
You've got this!
Quick Win Plan Template
| Area of Focus |
Action Items |
Tips & Best Practices |
| Targeting |
- List pending leads to re-engage them
- Identify the top 5 most-engaged prospects from social media
|
- Use a CRM to automate follow-ups and track engagement
- Utilize LinkedIn analytics to find engaged prospects
|
| Content & Events |
- Schedule at least 1 decision-driving webinar
- Develop 2 bottom-of-the-funnel content pieces
|
- Showcase your product during the webinar, addressing real problems
- A/B test your CTAs in content pieces for better conversion rates
|
| Offers & Incentives |
- Develop a Q4-exclusive bundle
- Design a referral program with incentives for both parties
|
- Highlight the savings in bundled pricing prominently
- Automate emails to remind your customer base of the referral program
|
",http://192.168.1.12/finalgo/wp-content/uploads/2023/09/pexels-sora-shimazaki-5668859-scaled.jpg,pexels-sora-shimazaki-5668859-scaled.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/09/pexels-sora-shimazaki-5668859-scaled.jpg",3465,pexels-sora-shimazaki-5668859,,,,http://192.168.1.12/finalgo/wp-content/uploads/2023/09/pexels-sora-shimazaki-5668859-scaled.jpg,"GTM|Marketing|Plan>Marketing Budget|Strategy",,,blog-layout,default,,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,90,73,,,,,,"quick wins","%%title%% %%page%% %%sitename%%","Close out 2023 strong with this essential guide to quick wins for early-stage B2B start-ups looking to strengthen their sales.",63,,,,,,,,,,,0,0,4,,,,,,,"a:7:{s:14:""disable_global"";b:0;s:8:""head_any"";s:0:"""";s:12:""head_desktop"";s:0:"""";s:11:""head_mobile"";s:0:"""";s:10:""footer_any"";s:0:"""";s:14:""footer_desktop"";s:0:"""";s:13:""footer_mobile"";s:0:"""";}",,,,publish,1,teamstepup,webmaster@stepup.email,,,close-out-2023-strong-the-essential-guide-to-quick-wins-for-early-stage-b2bs,,default,0,0,0,closed,open,2023-09-07
3467,"How to Nail 2023 Q4 Marketing Planning by Identifying Your Strongest ICP","In the high-stakes game of year-end marketing, the pressure's palpable. We get it. The clock's ticking, and those elusive Key Performance Indicators (KPIs) are still looming - unfulfilled - on the horizon.
Feeling the heat?
Relax, you're not alone. Picture this blog as that reassuring colleague patting you on the back, saying, ""You've got this.""
As we move into the final quarter it's all about quick wins, and to achieve your quick wins you've got to start by honing in on your ""lowest hanging fruit"" -- that is, the ICP that is most likely to buy.
Read on to learn why and how to find your strongest ICP. As a bonus, we've included a downloadable checklist so you can get started refining your IPC right away.
[Click here for the downloadable checklist.]
Why Identifying the Strongest Ideal Customer Profile Matters in Q4
In the sprint towards year-end goals, precision is your ally. Zooming in on your most promising ICP can be a game-changer:
- Resource Efficiency: In Q4, resources need to be allocated with laser precision. Targeting the strongest ICP ensures you utilize your marketing budget effectively.
Example: Consider a SaaS startup providing project management solutions. By focusing on ICPs from industries with complex project needs (e.g., IT services, consulting), they allocated their ad spend more effectively, leading to a 25% higher conversion rate.
- Tailored Strategies: As the year concludes, tailored strategies are imperative. A strong ICP allows you to craft messaging and campaigns that resonate profoundly.
Example: Imagine a marketing agency focusing on ICPs seeking personalized digital strategies. By tailoring marketing collateral and outreach to emphasize personalization, they observed a 30% increase in engagement and inquiries.
How to Identify the Strongest ICP for Your Q4 Goals
To pinpoint your strongest Ideal Customer Profile (ICP) and pave the way for a successful Q4, you need an informed approach. Understanding who your ideal perfect customers are involves comprehensive research and analysis. Here's a helpful roadmap to guide you in this vital exploration: (If you've never done ICP research for your B2B, take a moment to jump into our article on the topic: ""Creating an Ideal Customer Profile that Works: A Guide for B2Bs"").
Researching the Right Customers:
- Customer Surveys and Interviews:
- Conduct structured surveys or interviews with your current customers to understand their needs, pain points, and what led them to choose your product or service.
- Competitor Analysis:
- Analyze the customer base of your competitors (i.e.: your potential customers) within your industry to identify patterns and preferences.
- Website Analytics:
- Utilize your website analytics to study your visitor behavior on site (for example, what pages are visited most often, what pages they visit prior to submitting a ""contact us"" form and becoming a quality lead, etc.),. Also explore your sources of web traffic, and which segments of the audience are most engaged when on your site.
- Social Media Insights:
- Leverage social media analytics to gather insights into the demographics, interests, and interactions of the portions of your audience you identify as high-quality leads. List everything you can find that might be relevant.
- Sales Data Analysis:
- Analyze your sales data to identify trends and characteristics of customers who have made purchases, including the industries they represent, purchase frequency, and typical purchase value.
- Customer Support Feedback:
- Review feedback and queries received by your customer support team to understand common concerns and issues faced by customers. Your most valuable customers can tell you a lot about your target market and your ideal customer -- learn from them via your customer success team, and even consider conducting in-depth customer interviews to gain more insight.
- Industry Reports and Publications:
- Explore industry-specific reports and publications to understand the evolving needs and challenges within your target industries so that you can refine your content and even increase your customer lifecycle.
Stakeholders to Research:
- End Users: Understand the individuals who directly use your product or service and their pain points. While they may not be your potential buyer, their happiness matters to their procurement team, and they'll be your product's greatest evangelist -- as well as the stakeholder likely to be the most informed about the market.
- Decision Makers: Identify those who have the authority to make purchasing decisions within organizations. This is a key ICP to develop a buyer persona profile for. Develop an understanding of how they make their purchasing decisions -- and what factors they must consider.
- Influencers: Determine individuals or groups that influence purchasing decisions or shape opinions in your industry. This could be someone within your target market's companies or it could be an industry leader, trendsetter, or ""public voice"".
- Industry Experts: Research professionals with deep insights into your industry, as their perspectives, can provide valuable guidance.
By employing these research methods and thoroughly examining various stakeholders, you'll gain invaluable insights to tailor your marketing strategies and hone in on your strongest ICP for a successful Q4.
Maximizing Your Highly Tailored ICPs: Strategies for Marketing Success in Q4
Once you've identified your strongest Ideal Customer Profiles (ICPs), it's time to supercharge your Q4 marketing strategy. Tailoring your approach to these high-potential segments can be a game-changer. Here's how to optimize your efforts and achieve a streamlined approach from start to finish.
1. Efficient Budget Allocation:
To maximize the impact of your Q4 marketing, allocate your budget wisely. Campaigns always take time and money -- so organize wisely and cultivate the patience to wait for things to work.
Consider the following distribution for optimal results:
- ? Awareness (20%): Capture the attention of potential decision makers, but keep the focus sharp. They are in the periphery, getting ready to make choices. While awareness is a crucial stage of the funnel -- it's not where we recommend you invest in Q4 -- this season is about converting those that are most likely to buy not focusing on those who haven't heard of you yet.
- ? Consideration (30%): Engage with decision-makers more intensively. They are in the evaluation stage, considering your offerings. These highly likely future customers would appreciate tailored content that showcases your value against your competitors and explains why choosing you is the right choice. Put some effort into inbound marketing here, just to keep the funnel flowing.
- ? Decision (50%): Channel a significant portion here. This is where you'll find your prospective customers -- and it's where your marketing team (and eventually your sales team) should put their primary energy (and budget). Decision makers are prepared to buy; your strategies should seal the deal effectively and efficiently.
In the final stretch, it's all about focusing your resources where it truly matters. The decision-makers are the sprinters, ready to take that final leap into a purchase.
2. Tailored Marketing Strategies:
Now is not the time for batching full-funnel content or launching complicated campaigns. Bring sharp focus to your marketing efforts -- and make sure they speak directly to those potential buyers who are the most primed for your product.
- Personalized Messaging: Craft messaging that directly addresses the pain points, needs, and aspirations of your ICP at each stage of their buyer's journey, with extra weight on the ""Decision"" stage.
- Account-Based Marketing (ABM): Implement ABM strategies to target high-value accounts within your ICP, customizing campaigns and interactions for a more personalized experience. Reaching out to where they are with valuable offers during this busy season can often prove very fruitful.
- Content Segmentation and Customization: Tailor your content for different segments of your ICP, ensuring that each piece addresses specific concerns and interests.
3. Building a Marketing Machine:
- Automation and Marketing Technology: Leverage marketing automation tools to streamline and personalize communication with your ICP at scale, ensuring no leads fall through the cracks. (Spoiler: it's never too late to build a MarTech stack!)
- Lead Nurturing Sequences: Develop automated lead nurturing sequences that guide your ICP through their buyer's journey, providing relevant content and touchpoints.
- Sales and Marketing Alignment: Align your sales and marketing teams to ensure a seamless transition from marketing efforts to sales interactions, enhancing the customer experience.
Creating a marketing machine that resonates with your ICPs throughout their journey, from awareness to decision, significantly shortens the distance from lead to a closed won. An aligned strategy ensures that every touchpoint speaks directly to their needs, accelerating the conversion process.
In the fast-paced realm of Q4 marketing, precision is paramount. Tailoring your strategies to your strongest Ideal Customer Profiles (ICPs) can be your North Star. By allocating your budget efficiently, crafting tailored marketing strategies, and building a marketing machine that speaks directly to your ICPs, you're setting the stage for a highly successful Q4. Let's make this quarter count.
Ready to break all this down and get into action? Click here to download your Q4 ICP Refinement Action Checklist now!",http://192.168.1.12/finalgo/wp-content/uploads/2023/09/pexels-andrea-piacquadio-3931634-scaled.jpg,pexels-andrea-piacquadio-3931634-scaled.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/09/pexels-andrea-piacquadio-3931634-scaled.jpg",3470,pexels-andrea-piacquadio-3931634,,,,http://192.168.1.12/finalgo/wp-content/uploads/2023/09/pexels-andrea-piacquadio-3931634-scaled.jpg,GTM|Marketing|Plan|Strategy,,,blog-layout,default,,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,60,55,,,,,,"q4 planning","%%title%% %%page%%","Focus on an ICP that will convert to maximize your Q4 marketing efforts and to nail your KPIs before the year ends.",61,,,,,,,,,,,0,0,7,,,,,,,"a:7:{s:14:""disable_global"";b:0;s:8:""head_any"";s:0:"""";s:12:""head_desktop"";s:0:"""";s:11:""head_mobile"";s:0:"""";s:10:""footer_any"";s:0:"""";s:14:""footer_desktop"";s:0:"""";s:13:""footer_mobile"";s:0:"""";}",,,,publish,1,teamstepup,webmaster@stepup.email,,,how-to-nail-2023-q4-marketing-planning-by-identifying-your-strongest-icp,,default,0,0,0,closed,open,2023-09-21
3475,"Q4 Game Changers: How to Create Bottom-of-the-Funnel Content That Converts for B2B Startups","As the year's end approaches, founders and CEOs of early-stage B2B startups feel the pressure of Q4 more than anyone else. Achieving those last-minute KPIs becomes a sprint, not a marathon. While top-of-the-funnel content has its place, if you're looking for quick wins to close out the year strong, you need to focus on the bottom of the funnel. This blog post will guide you through practical, high-impact types of content that will appeal to decision-makers on the cusp of saying ""yes.""
Understanding the Bottom of the Funnel
BoFu, or ""bottom-of-the-funnel,"" refers to the stage where your potential customer is most engaged and closest to making a purchase decision. They've done their research, they know their problem, and they're actively seeking a solution. The only thing left is to push them gently over the line. BoFu content aims to do just that: convert a highly interested prospect into a customer, often with remarkable speed.
When it comes to tailoring your bottom-of-the-funnel content, a one-size-fits-all approach won't cut it. You need to dig deeper into your Ideal Customer Profile (ICP) to understand what specific issues they face at the decision point. Are they concerned about implementation timelines because they're racing to meet year-end goals? Are they weighing the ease of integration with their existing tech stack? Or perhaps they're seeking validation through social proof like customer testimonials or third-party reviews. Each of these concerns requires a different type of BoFu content, whether it's a detailed implementation guide, an API documentation review, or a showcase of glowing customer testimonials.
The decision point in the buyer's journey is where the rubber meets the road. Here, your potential customer is not just looking for a solution; they're looking for the best-fit solution that will meet their unique needs with the least friction. By thoroughly understanding your ICP's specific apprehensions and questions at this critical stage, you can craft BoFu content that doesn't just persuade, but also alleviates concerns, thereby smoothing the path to conversion.
Types of Bottom of the Funnel Content for Quick Wins
Case Studies
There's no better way to show you can deliver on your promises than by actually, well, delivering. Case studies are your best friend in this endeavor. Take, for example, a B2B SaaS company that offers an AI-powered customer service platform. A compelling case study could showcase how the platform helped a client reduce customer service wait times by 50% while increasing customer satisfaction rates by 20%. Use screenshots of the dashboard displaying these KPI improvements, and include testimonials from the client applauding the ease of implementation and the tangible ROI.
Or consider a cybersecurity startup that helped a financial institution strengthen its firewall and security protocols. The case study could delve into how, within three months of implementing the solution, the financial institution thwarted 1,000+ potential security breaches and reduced internal fraud incidents by 30%. Metrics like these quantify your impact in terms your prospective clients can easily understand and appreciate.
Product Demos
Demos offer a concrete, tangible view of what life would be like with your solution. Use product demos to walk your prospective client through key features, illustrating how they directly address their pain points. For example, if you offer a project management software, tailor the demo to showcase how your tool can streamline communication for remote teams, if that's a known challenge for your prospect. If feasible, go a step further and customize the demo based on the prospect's specific needs or industry. In a customized demo, you can simulate actual workflows or use case scenarios that your prospective client might encounter, adding another layer of personalization and relevance. A well-executed, customized demo not only serves as a proof of concept but can also act as a tipping point in the decision-making process, converting a hesitant prospect into a confident buyer.
Comparison Charts
At this stage, it's likely that your prospective customer is also considering your competitors. Create comparison charts that make it easy to see why your solution is the best choice. For example, if you're in the cloud storage business, a side-by-side chart could compare data encryption methods, upload speed, and customer support response times between your solution and competitors. Focus on the criteria most important to your potential customers: cost, feature set, customer service, etc. It's also worth incorporating customer reviews into these comparisons. Reviews provide social proof and can be especially compelling when they directly address some of the comparison points. Don't just rely on what you're saying about your product; show prospects that real users share these sentiments. A compelling comparison chart bolstered by authentic customer reviews can be a powerful tool to tip the scales in your favor during the decision-making phase.
ROI Calculators
Decision-makers love numbers; they need to know the investment is worthwhile. ROI calculators can provide this assurance by quantifying the benefits of your product or service. For example, if you offer a cloud-based inventory management system, your ROI calculator could show how much a prospective client could save on storage costs, labor, and spoilage over a year. The key is to base these calculations on metrics that are most relevant to your target audience, like cost savings, time saved, or revenue generated. Make this tool easily accessible on your website, perhaps as an interactive feature on your product page. User-friendliness is crucial here; a complex or confusing ROI calculator will do more harm than good. A well-designed, easy-to-use calculator not only substantiates your claims but also enhances the overall user experience, adding another layer of persuasion at the decision phase.
""How-to"" Guides for Implementation
Ease of implementation is often an overlooked concern but can be a decisive factor in nudging a potential client to a ""yes."" If the prospect fears that integrating your solution will be time-consuming or disruptive, they may opt for a competitor's product even if it's inferior. Providing clear, step-by-step ""How-to"" guides can demystify this process and reassure your audience.
Tailoring Bottom of the Funnel Content for the Season
The fourth quarter comes with its own set of unique challenges and opportunities. While the holiday season may mean that key decision-makers are out of the office, it's also the time when budgets for the next year are being finalized. Leverage this by aligning your BoFu content with the unique characteristics of Q4. For instance, you could offer a limited-time Q4 discount on annual subscriptions, incentivizing those with leftover budgets to make a commitment before year-end. Add elements of urgency, such as countdown clocks or phrases like ""limited slots available,"" to instill a sense of immediate action. Time-sensitive offers like these not only compel action but also provide a tangible reason for decision-makers to expedite their purchasing process. By tailoring your content and offers to the specific dynamics of the fourth quarter, you can capture the attention of those looking to make last-minute budgetary decisions.
Don't Forget Your Call to Action
You've given them all the information they need; now it's time to push them to act. Your CTA should be strong, clear, and compelling. Whether it's scheduling a final consultation call or offering a limited-time discount, make it irresistible.
-
As you navigate the crucial days of Q4, shifting your focus to bottom-of-the-funnel content could be your game-changer. From case studies to ROI calculators, this specialized content targets decision-makers ready to take action. Don't miss the opportunity for quick wins to hit those year-end KPIs.",http://192.168.1.12/finalgo/wp-content/uploads/2023/10/pexels-yan-krukau-7794015-scaled.jpg,pexels-yan-krukau-7794015-scaled.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/10/pexels-yan-krukau-7794015-scaled.jpg",3477,pexels-yan-krukau-7794015,,,,http://192.168.1.12/finalgo/wp-content/uploads/2023/10/pexels-yan-krukau-7794015-scaled.jpg,Marketing,,,blog-layout,default,,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,60,3,,,,,,"bottom of the funnel content","%%title%% %%primary_category%% %","Grab closed wons with bottom of the funnel content tactics and ideas that will help you score quick wins and nail your q4 KPIs.",67,,,,,,,,,,,0,0,6,,,,,,,"a:7:{s:14:""disable_global"";b:0;s:8:""head_any"";s:0:"""";s:12:""head_desktop"";s:0:"""";s:11:""head_mobile"";s:0:"""";s:10:""footer_any"";s:0:"""";s:14:""footer_desktop"";s:0:"""";s:13:""footer_mobile"";s:0:"""";}",,,,publish,1,teamstepup,webmaster@stepup.email,,,create-bottom-of-the-funnel-content-that-converts-for-b2b-startups,,default,0,0,0,closed,open,2023-10-25
3478,"Achieving Quick Wins in Q4: Crisis-Resilient Strategies for Early-Stage Startups","Crisis times, such as geopolitical conflicts, can profoundly disrupt business operations. For early-stage startups aiming to meet Q4 targets, the challenges are even more pronounced. In this blog post, we offer actionable recommendations for startup founders and CEOs who are looking to pivot effectively and capture quick wins in a difficult environment.
The Imperative to Adapt and Maintain Momentum
Adaptability isn't just a business buzzword; it's a survival trait, especially during crises. When resources are limited and pressure mounts to meet quarterly goals, the importance of agility can't be overstated.
Core Strategies for Immediate Impact
1. Reassess Your Key Performance Indicators (KPIs)
Traditional KPIs may not hold up in extraordinary times. Instead of focusing solely on long-term goals, establish new, short-term KPIs that can yield quick wins. This realignment makes your team more responsive to the ever-changing landscape.
2. Leverage Existing Customer Relationships
New customer acquisition can be slow and expensive. In contrast, existing customers already believe in your product or service. Look for opportunities to upsell or cross-sell, providing additional value that your customers will appreciate, especially in challenging times.
3. Time-Limited Promotions
Time-sensitive promotions can generate a quick uptick in sales by creating a sense of urgency. This can be particularly effective when consumers are hesitant to spend. Even a modest promotion can spark interest and drive short-term revenue gains.
4. Engage in Virtual Networking
With in-person meetings and events largely off the table, virtual networking has never been more crucial. Utilize LinkedIn and other professional social media platforms to make targeted connections. A single virtual meeting can open doors to immediate opportunities that align with your revised KPIs.
5. Optimize for Mobile
As more people browse and shop using mobile devices, a mobile-optimized website isn't just a nice-to-have—it's a necessity. Simple changes, such as improving load times and simplifying navigation, can result in immediate improvements in conversion rates.
6. Streamline Communication Channels
Miscommunication can be costly. Utilize efficient project management and communication tools to ensure that everyone is aligned. This organizational clarity can accelerate decision-making and project execution, leading to quick wins.
7. Cut Non-Essential Costs
Review your expenditure to identify areas where you can minimize costs without hampering productivity. Reallocating resources to critical aspects of the business can help you achieve quick financial gains.
8. Repurpose Existing Content
Creating new marketing content can be time-consuming. Consider repurposing existing assets, like turning blog posts into social media snippets or webinars, to maintain your brand visibility with less effort.
9. Maximize Social Proof
Reviews and testimonials can go a long way in building credibility quickly. Encourage satisfied customers to leave positive reviews, and prominently display these on your website and marketing materials.
10. Quick Market Surveys
Conduct rapid market surveys to understand current customer pain points. This information can guide you in tailoring offers that meet immediate needs, potentially driving quick sales.
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In a crisis-stricken landscape where achieving Q4 targets seems like a formidable challenge, focusing on quick wins is not just smart—it's essential. By reassessing KPIs, leveraging existing relationships, and implementing time-sensitive strategies, you can navigate your startup effectively through these tough times. The road ahead may be uncertain, but with adaptability and focused action, you can still close the quarter strong.
",http://192.168.1.12/finalgo/wp-content/uploads/2023/10/pexels-fauxels-3182781-scaled.jpg,pexels-fauxels-3182781-scaled.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/10/pexels-fauxels-3182781-scaled.jpg",3479,pexels-fauxels-3182781,,,"setting b2b marketing kpis",http://192.168.1.12/finalgo/wp-content/uploads/2023/10/pexels-fauxels-3182781-scaled.jpg,Marketing|Strategy,,,blog-layout,default,,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,60,3,,,,,,"quick wins",,"In hard moments, early-stage B2Bs need resilient strategies for maintaining growth and hitting goals. This guide provides answers.",57,achieving-quick-wins-in-q4-crisis-resilient-strategies-for-early-stage-startups,,,,,,,,,,0,0,3,,,,,,,"a:7:{s:14:""disable_global"";b:0;s:8:""head_any"";s:0:"""";s:12:""head_desktop"";s:0:"""";s:11:""head_mobile"";s:0:"""";s:10:""footer_any"";s:0:"""";s:14:""footer_desktop"";s:0:"""";s:13:""footer_mobile"";s:0:"""";}",,,,publish,1,teamstepup,webmaster@stepup.email,,,quick-wins-in-q4-crisis-resilient-strategies-for-early-stage-startups,,default,0,0,0,closed,open,2023-10-25
3485,"Doing a B2B Marketing Audit: The Ultimate End-of-Year Guide","
It's November.
The buildings are strewn with holiday decorations, the snow is starting to fall, and Q4 feels like it's flying by -- meanwhile, you're wondering how to maximize your efforts and time. Well, there's one annual marketing habit that you may want to work into your annual Q4 routine in order to help you refine your focus, optimize your efforts, and hit the ground running on the other side of New Years, it's your annual B2B marketing audit.
Years' end is a crucial time to do an annual marketing audit. By assessing your marketing efforts thoroughly, you gain valuable insights into what worked and didn't, and you can identify the weak areas in your marketing strategy. This will help you focus your resources on improving your marketing and achieving better results.
So grab your pumpkin spice latte and get cozy as we dig in to the ""whys"" and ""hows"" of getting (and interpreting) a proper marketing audit.
Why You Must do an Annual B2B Marketing Audit
A B2B marketing audit is incredibly important. It's like a trusty compass guiding you through the endless possibilities, making sure you're on the right path. It gives you a complete picture of your marketing activities and shows you where you can shine even brighter. This exercise lets you see how well your strategies are working, find any weak spots, and revamp your efforts for even greater success. Get ready to level up and drive those amazing results!
A B2B marketing audit is the annual ""inspection"" your efforts require. It props up the ""car"" and takes a long good look ""under the hood"". From assessing your digital presence to analyzing your messaging and brand positioning, it covers every touchpoint through which you engage with your target audience. This comprehensive evaluation provides a 360-degree view of your marketing efforts and helps you identify performance gaps across the entire customer journey.
When You Must Do a B2B Marketing Audit
There are three right answers to this question:
1. Now.
2. At the end of every year.
3. At the beginning of any new product launch or redefined goal.
4. Anytime you experience stagnant growth or a drop in results.
Why now? Well, if your asking yourself ""when should I do this?"" and you've never done one before -- the answer is, do one right away. Whether you've been in business one year or ten, its always going to be crucial to make sure your marketing machinery is built right.
Beyond that, it's ideal to perform periodic audits to ensure that your strategies and tactics are aligned with your evolving business goals. You may also consider conducting an audit when you're about to make a significant investment in marketing initiatives or when you're experiencing stagnant growth. By identifying areas of improvement, you can allocate your B2B marketing budget more effectively, resulting in maximum return on investment.
Who Should Do Your B2B Marketing Audit
When to Audit Yourself VS. When to Use a Marketing Audit Service
Deciding whether to audit yourself or use a marketing audit service depends on various factors. If you have the necessary expertise and resources within your organization, auditing yourself can be a cost-effective option. It allows you to have complete control over the process and tailor it to your specific needs. However, if you lack the expertise or time to conduct a thorough audit, outsourcing the task to a marketing audit service can be beneficial. They have specialized knowledge and experience in conducting audits, ensuring a comprehensive analysis of your marketing strategies and identifying areas for improvement. Ultimately, the decision between auditing yourself or using a marketing audit service should be based on your organization's capabilities and requirements.
Your DIY Marketing Audit Guide
If you've determined that you've got the team, tools and time to do your own marketing budget, that's great! Here's a guide to each step in your marketing audit process.
To start, we recommend you set aside a specific amount of time, say two weeks, and allocate some budget to use some tools to help you. Doing a proper B2B marketing audit should not be considered a side task. If you want it done right (ie: if you want to be able to trust the conclusions) you need to invest in making sure it's a priority for a little while.
Once you're set up -- here's how to run your audit (complete with tool recommendations)
[Click here for a downloadable cheat sheet version of this DIY guide.]
Step 1: Audit Your Existing Marketing Strategy
Auditing your strategy is fundamentally about questioning your own (research-backed) earlier assumptions. Its a necessary pause in time to go back and check all the conclusions you came to about who you're targeting, what their pain points are and if you're still having the same conversation.
Some areas of your strategy to revisit are:
- ICPs (Ideal Customer Profiles): Are your ICPs still the same business sectors? Are there other ones you can add to your list or focus on for an upcoming campaign season? Are you assessing your ICPs accurately?
- Personas: Are your personas still who you think they are? If yes, take a look at their pains, gains and jobs to be done. Has their industry changed? Are their responsibilities different? Make sure you still understand them well.
- Messaging: Businesses often leave holes in their messaging strategies. One common failure is the failure to address the most catalyzing pain point. Meaning: not every pain point is painful enough to cause a person to buy. You want to zero in on the ones that do. Another messaging pitfall is the over-emphasizing your features instead of the benefits.
Step 2: Audit Your Go-To-Market (GTM) Approach & Your Funnel
Your strategy is the backbone of your GTM, so it's important that you take time to review all your conclusions and make sure they line up. Once you've worked through that it's time to ""check your pipes"", so to speak, or as we say ""check your pipeline"".
Do you have goals?
Yes. I just asked that incredibly basic question. And I cannot tell you how often the answer to that question is, ""no"".
How do you know if you have goals? Here's a check-in on the universally beloved ""SMART"" criteria for determining if the outcome you're measuring is a real goal:
S: Specific --> that is, it is one set of numbers (one metric) -- not a ""broad outcome"".
M: Measurable --> you must have a validated tool for counting this goal.
A: Achievable --> you need to know you can realistically reach this number within a given time.
R: Relevant --> this should be self-explanatory
T: Time-bound --> Set a start date and an end date for your campaign.
What are Your Existing Marketing Channels?
Taking stock of your marketing channels is a critical step in evaluating the effectiveness of your marketing strategy. Let's break down each asset to ensure you're maximizing your potential for lead generation and brand growth.
Your Website: Your First Lead Capture Tool
Think of your website as your digital storefront. It's often the first point of contact between your company and potential clients. Ask yourself: Does it embody your brand's essence? Is it an accurate reflection of your company's positioning in the market? Ensure that the website's design is not only aesthetically pleasing and follows design best practices but also communicates your value proposition clearly. The messaging should resonate deeply with your Ideal Customer Profile (ICP) and compel them to engage further with your brand.
Your Pillar Pages and Landing Pages: Your Conversion and Optimization Catalysts
Pillar pages and landing pages are the backbone of your website's lead conversion process. They need to do more than just inform; they must persuade visitors to take action. Check if these pages are optimized to convert visitors into leads. This can be through effective Call-To-Actions (CTAs), easy-to-find contact forms, and strategically gated content that offers value in exchange for contact details. Each element should work in harmony to guide the visitor towards becoming a lead. There's benefits to leveraging keyword groups on this page as well. Making sure you rank for a number of high impact relevant key terms will help you outrank your competitors.
Your Social Media and Brand Assets: The Voice of Your Brand
Your presence on social media and other brand assets must speak in unison, carrying a consistent message across all platforms. They play a pivotal role in building your marketing funnel by maintaining the 'Rule of Seven', which states that a prospect needs to 'touch' or experience your brand at least seven times before they are ready to purchase. Ensure that your content across these touchpoints is cohesive, engaging, and tailored to guide your audience through the buyer's journey.
Your Tracking Tools: The Lens to Your Marketing Universe
The right tracking and reporting tools are indispensable. They function like a high-powered lens, giving you a clear and comprehensive view of your marketing funnel's performance. With these tools, you can measure the success of your campaigns, understand customer behavior, and make data-driven decisions. Without these tools -- you're guessing.
Too many companies make pivotal business and investment choices around incorrect, incomplete or misinterpreted pieces of data. It is absolutely essential to build a well-structured tech stack for tracking and gathering data -- and then using those tools to generate reports.
Step 3: Audit Your Content
Brand Voice Alignment: Unifying Your Brand Messaging
Examine the alignment and consistency of your messaging across all platforms. It's like conducting an orchestra; every instrument must be in tune for a harmonious performance. Your brand's positioning and engagement level at different stages of the funnel should sing the same tune, whether it's the first impression or the final pitch. Consistent messaging reinforces your brand's narrative and fosters trust with your audience.
Content Segmentation: The Strategic Distribution of Your Narrative
Segmenting your content by the stages of awareness, consideration, and decision is akin to a skilled chef preparing a multi-course meal, where each dish complements the next. Do you have a content plan that serves up the right mix of informational (awareness), evaluative (consideration), and conclusive (decision) content? This approach ensures that you're addressing the needs and questions of your ICPs and personas at each pivotal moment of their buyer's journey. A common weakness in marketing is an incoherent and disorganized content funnel that doesn't answer your prospective buyer's questions at the right times and places.
Clarity of Intent: The Beacon for Your Buyer's Journey
It's essential to be crystal clear about what you want your buyers to know and understand about your brand, company, and solutions. This clarity acts as a beacon, guiding them safely through their journey with your brand. By illuminating the path, you help them grasp not just the functional attributes of your offerings, but the core values and mission of your company, which can be pivotal in their decision-making process.
Step 4: In-Depth Analysis of Your Demand Capture Initiatives
Is Your Paid Media Efficient:
Scrutinize the efficiency of your paid media campaigns. Are they just a cost center, or are they profitable investments? You should be confident that your paid media efforts are not only capturing demand but also generating a positive return on investment (ROI). Regularly track performance metrics and adjust your strategies accordingly to maximize your marketing spend.
Pro Tip: Analyzing your paid media effectively involves understanding what the norms and benchmarks are for your industry. It really does require a deeper understanding of advertising strategy. It's an area where we really recommend hiring a specialist (if you're not already working with a paid ads team).
Planning Your Marketing Budget: Invest Wisely and Assess Well
Your budget should be correlated to your growth goals. This is to say, if you're setting ambitious goals or aspiring for something like month-on-month growth: you better budget for month:on: monthly spending increases. While optimizing all your efforts for maximum efficiency is definitely important, it's much more important to simply accept that marketing costs money and to be willing to allocate the necessary funds across all your channels.
Choosing Your Channels
Evaluating whether you're using the right channels to engage with your audience is akin to choosing the right fishing spots; you need to be where the fish are biting. Each channel you use should be a strategic choice based on where your target audience spends their time and how they prefer to engage on that particular channel. Analyze your channel performance to ensure that you're not just broadcasting messages, but also engaging in meaningful conversations with potential customers.
Pro Tip: Keep in mind that effective campaigns are not always straightforward. Sometimes you might choose to run an ad simply to warm up your potential (but super cold) audience -- knowing that you'll be remarketing them lower in the funnel. Too many people relate to paid ads as a ""one-and-done"" game and get frustrated when they can't quickly connect revenue to Cost Per Click %.
Assessing the Quality of Your Marketing Leads: The Litmus Test of Lead Generation
High-quality leads are the lifeblood of your sales pipeline, so it's important to develop criteria that help you measure lead quality accurately. This involves looking beyond quantity and focusing on the potential of leads to convert into paying customers. Use lead scoring models and feedback from your sales team to continually refine your understanding of what makes a lead 'sales-ready'.
How to Do Your Audit: DIY VS. Marketing Agency or Service
We hope that this walk-thru has inspired and empowered you. Now it's time to decide how to proceed. Embarking on the pivotal task of conducting a B2B marketing audit is a significant undertaking, one that can redefine the trajectory of your marketing efforts. As you stand at this crossroads, the decision to go the DIY route or to enlist the expertise of a marketing agency is paramount.
Here are a few questions to ask yourself in order to decide what the best choice is for you:
- Marketing Proficiency: How would you rate your proficiency in marketing practices and analytics? Are you confident in your ability to not only gather but also interpret complex data? We see people overestimate their ability in this arena all the time -- it's really important to be honest with yourself about what you don't know -- your company depends on it.
- Resource Availability: Do you have the necessary tools and resources at your disposal to conduct a thorough audit? This includes both the tech tools and the right staff to deploy them -- folks who possess both the skills and the time.
- Objective Insight: Can you and your team critically and objectively assess your current marketing strategies, acknowledging both successes and shortcomings without bias? If you or your team is so invested in certain endeavors or outcomes that you'll argue with criticism -- even if the evidence is clear -- you might not be the best person to assess it.
- Industry Benchmarking: Do you have access to, and can you effectively use, industry benchmarks to measure your performance against your competitors? What does ""good results"" even mean? Well, that depends on all kinds of industry criteria, make sure you have that information at your fingertips when assessing results.
- Strategic Planning: Post-audit, do you have the expertise to craft a strategic plan that addresses any discovered weaknesses or gaps in your marketing?
- Fresh Perspective: Could your marketing strategy benefit from a fresh set of eyes? Sometimes being too close to a project can cloud judgment and hinder innovation.
- Comprehensive Analysis: Are you looking for not just an audit but a comprehensive analysis that includes a deep dive into market trends, competitor analysis, and customer behavior? If so -- you might need an outside team with the expertise to take you there.
- Budget Considerations: Finally, consider your budget. While a professional agency can be a significant investment, it's also important to weigh the cost of potentially overlooked opportunities or continued inefficiencies if the audit is not conducted thoroughly.
Your responses reveal much about your current capacity and needs. If you find that you're leaning towards uncertainty or acknowledging gaps in your capabilities, it may be time to consider the value an external agency. Conversely, if you're confident in your internal resources and expertise, a DIY approach could be a cost-effective and empowering move. Whichever path you choose, let it be one that leads to growth and clarity!
Download Your Free Marketing Audit Checklist
To make the process of conducting a marketing audit more streamlined, consider utilizing a free marketing audit report template. We hope this guide has helped you to develop a sense of what you need to do and that you'll bookmark it and use it every quarter.
You can also click here to download a handy quick reference checklist.
Hire Us to Do Your Marketing Audit
A b2b marketing audit will help you whether you're looking to increase lead generation, refine your brand messaging, or allocate your B2B marketing budget more effectively. At StepUp we do powerful, informed audits for all our clients -- and then deliver Go-To-Market Execution Strategies that drive leads and produce results. Reach out now to learn more!
Debunking Myths Around KPIs in Management
Let's bust some myths. KPIs in management aren't about setting unattainable benchmarks or padding stats. At StepUp, we know the power of realistic targets that inspire your team, not intimidate them. KPIs shouldn’t be a source of stress; they should be the milestones that guide your strategy and celebrate your progress.
KPIs are the unity glue. When marketing teams, sales, product development, and customer service all rally around the same goals, you don’t just have a team; you have a powerhouse.
What Defines a Meaningful Marketing KPI
B2B Marketing KPIs are not just numbers on a board—they're signposts on the road to success. A meaningful marketing KPI is one that aligns perfectly with your business objectives, one that you can act on. It should be specific enough to guide your B2B marketing campaigns, measurable enough to track progress, achievable with effort, relevant to your mission, and timely, giving you a clear deadline for your goals.
The Misconceptions of KPI Measurement
Enough with the old-school belief that a deluge of leads equals victory. We reject the idea that lead generation is the be-all and end-all of marketing success. Leads are potential, not profit. And let's clear the air about another thing: short-term success metrics are like junk food—gratifying at the moment, but not sustainable. At StepUp, we're not about the quick fix; we're about building a foundation for continual growth.
The Pillar of Effective KPI Development: Sales and Marketing Alignment
Imagine marketing and sales as a dynamic duo, working in perfect concert. Marketing attracts and nurtures prospects, while sales closes the deal. Both need to march to the beat of the same drum. That's why our B2B Marketing KPIs are designed to create a seamless journey from the first touchpoint to the final handshake. Every marketing effort is gauged on how well it fills the sales pipeline with qualified leads that are ready to convert.
Advocating for Market-Informed Goal Setting
We live in a data-rich world, and there's no excuse for shots in the dark. Market-informed KPIs are born out of deep dives into industry trends, competitive landscapes, and real customer insights. We leverage analytics to understand what the market is telling us, setting KPIs that reflect what's achievable and what's needed to gain a competitive edge. It’s about being smart with the data at hand to carve out a niche in the marketplace and fill it better than anyone else.
Crafting Marketing KPIs from the Ground Up
When building out your marketing KPIs, think of it as constructing a house. The foundation must be solid, and every element, from the floorboards to the rafters, must align to keep the structure sound.
Aligning Visions: Setting the Foundation
First, you need everyone on the same blueprint. This means establishing a common understanding of what you're trying to achieve with your marketing. At StepUp, we facilitate workshops and strategy sessions to ensure that every department from marketing to sales, product to customer service, understands the collective objectives. It’s about making sure that everyone's efforts are geared towards the same end-goal.
The Significance of Cross-Departmental Collaboration
The strength of a house is also in its unity; the same goes for business strategies. Cross-departmental collaboration isn't just a nice-to-have, it's a must-have. When marketing KPIs are developed in collaboration with sales, product, and other teams, they're more likely to be relevant, realistic, and embraced by the entire organization. It’s this collaboration that ensures each KPI is a step towards not just marketing success, but business success.
Reverse Engineering Success: Learning from the Past
We’re staunch advocates of learning from what the data tells us. It’s not just about setting targets but understanding how past marketing performance can shape smarter, more attainable KPIs.
Utilizing Past Performance to Inform Future Marketing KPIs
Here's how we do it: We take a deep dive into your historical data, analyzing everything from lead conversion rates to customer lifetime value. We look at the peaks and troughs of your sales cycles, customer feedback, and the performance of past marketing campaigns. This isn’t just about celebrating past wins or scrutinizing misses; it’s about identifying patterns that can predict future successes.
Turning Annual Revenue into Actionable KPIs
Take, for example, a SaaS company we worked with. Their goal was to increase annual revenue by 20%. We started by reviewing their previous year's sales data, customer acquisition costs, and churn rates. By understanding the ratios and relationships between these figures, we could set realistic KPIs for monthly recurring revenue and customer retention, not just arbitrary growth percentages. The result? A focused and achievable roadmap for year-on-year growth that every team member could work towards.
Industry Frameworks for Setting Marketing Goals
The Rule of 3 and 2: Sustaining Exponential Growth
At StepUp, we often turn to tried-and-true frameworks to guide growth, and one such principle is the Rule of 3 and 2. It's a strategy for sustaining exponential growth by tripling revenue for two consecutive years, followed by doubling it for the next two. Here's how it breaks down for marketing KPIs:
- Year 1 and 2: Set aggressive but achievable KPIs that aim to triple key metrics like qualified leads, conversion rates, and customer acquisitions. This involves ramping up marketing campaigns (which includes increasing marketing costs), refining targeting strategies, and optimizing the sales funnel.
- Year 3 and 4: Shift focus to doubling growth by enhancing customer value, increasing retention, and expanding into new markets or product lines. The KPIs here may include upselling rates, customer lifetime value, and market penetration metrics and other key B2B marketing metrics.
This framework requires a dynamic and adaptable marketing strategy, with KPIs that are continually reassessed and realigned with the growth stages.
Customer Value Optimization
When it comes to maximizing customer value, understanding the customer journey is crucial. At StepUp, we map out every stage of this journey and align it with specific marketing KPIs. Here's how:
- Awareness: We measure reach and engagement, setting KPIs for impressions, click-through rates, and social media interactions.
- Consideration: Here, the focus is on lead generation and nurturing. We track marketing qualified leads (MQLs) and the effectiveness of lead nurturing campaigns through email open rates and content engagement metrics.
- Decision: At this stage, the KPIs are conversion-oriented. We measure the rate at which MQLs become sales qualified leads (SQLs) and ultimately customers.
- Retention: Post-purchase, customer retention becomes key. We set KPIs around repeat purchase rates, subscription renewals, and participation in loyalty programs.
- Advocacy: Finally, we look at customer advocacy through net promoter scores (NPS) and referral rates.
Throughout this process, customer lifetime value (CLV) stands out as a pivotal KPI. It helps us understand the total worth of a customer over the whole period of their relationship with your business. By optimizing for CLV, we ensure that marketing efforts contribute not just to one-time sales, but to the ongoing profitability and growth of your business.
Predictive Growth Analytics
Predictive growth analytics is about forecasting the future so you can prepare for it today. At StepUp, we harness this power to set marketing KPIs that aren't just hopes—they're informed predictions.
- Using Predictive Analytics: We analyze historical data, market trends, and customer behavior to predict future outcomes. This involves setting KPIs for lead scoring, purchase intent, and customer engagement that anticipate future growth trajectories.
- Balancing Goals with Predictions: It's about setting lofty goals while keeping your feet on the ground. We balance aspiration with intel from predictive analytics, adjusting KPIs as we gain new insights and data points, ensuring that targets are always grounded in reality.
By integrating predictive analytics into our KPI setting process, we give businesses a roadmap to not just where they want to go, but where they can realistically reach.
The Lifecycle Approach to Marketing KPIs
A business doesn't stand still, and neither should its KPIs. As your business evolves through its lifecycle, so too should the metrics you use to gauge success.
- Startup Stage: Focus on awareness and lead generation KPIs, such as website traffic, social media engagement, and initial customer acquisition costs.
- Growth Stage: Prioritize conversion and customer retention KPIs, including conversion rates, customer lifetime value, and churn rates.
- Maturity Stage: Emphasize efficiency and market expansion KPIs, like cost per acquisition, market share growth, and return on investment (ROI).
- Renewal or Decline Stage: If renewing, concentrate on innovation and new market penetration KPIs. In decline, KPIs should focus on customer re-engagement and cost optimization.
Each stage demands a different set of KPIs to reflect the changing priorities and challenges of the business.
The Role of Technology in Tracking Marketing KPIs
In today’s data-driven marketing landscape, the right technology is key to tracking and meeting your KPIs. Here’s how technology, particularly CRMs and automation tools, plays a pivotal role:
- CRMs: Centralize customer data, track interactions, and measure sales conversions. CRMs are essential for understanding customer behavior and the effectiveness of marketing strategies.
- Automation Tools: Streamline repetitive tasks, ensure timely follow-ups, and maintain consistent engagement. Automation tools help in tracking lead nurturing and conversion processes efficiently.
Essential Tech for Accurate KPI Measurement:
- Web Analytics Tools: For tracking website traffic and user behavior.
- Social Media Analytics: To measure engagement and campaign performance.
- Email Marketing Platforms: For tracking open rates, click-through rates, and conversions.
- Lead Scoring Software: Helps prioritize leads based on their likelihood to convert.
Leveraging these technologies provides a comprehensive view of your marketing efforts and their impact on your business goals.
Common Pitfalls in Marketing KPI Development
Developing effective KPIs is a critical part of any marketing strategy, but it's easy to fall into some common traps. By identifying and avoiding these pitfalls, you can ensure your KPIs are truly driving your business forward.
- Setting Vague Goals: KPIs need to be specific and measurable. Vague goals like ""increase brand awareness"" without clear metrics can lead to confusion and ineffective strategies.
- Ignoring Market Trends: Not aligning KPIs with current market dynamics can render them irrelevant. It's crucial to stay informed and adapt KPIs accordingly.
- Overemphasis on Quantity over Quality: Focusing solely on the number of leads rather than their quality can lead to inefficient use of resources and poor conversion rates.
- Neglecting Customer Feedback: KPIs that don’t take customer feedback into account miss out on valuable insights that could drive improvement.
- Lack of Alignment with Business Objectives: KPIs that aren't aligned with broader business goals can lead to misdirected efforts and missed opportunities.
By steering clear of these common errors, you can develop KPIs that are not only realistic and achievable but also integral to your business’s success.
Aligning Marketing KPIs with Business Strategy
To truly drive growth, marketing KPIs must be in lockstep with your overall business strategy. This alignment ensures that every marketing effort contributes meaningfully to the broader goals of your organization.
- Strategies for Ensuring KPIs Support Business Objectives:
- Conduct regular strategy alignment sessions to ensure marketing KPIs complement the overarching business goals.
- Involve key stakeholders from various departments in setting KPIs to foster a holistic view.
- Regularly review and adjust KPIs in response to shifts in business strategy or market conditions.
- Integrating KPIs into Business Plans:
- Clearly define how each marketing KPI impacts specific business objectives.
- Use KPIs as benchmarks in business plans to track progress and guide decision-making.
- Ensure that KPIs are communicated across the organization for transparency and collective effort towards achieving them.
By aligning marketing KPIs with your business strategy, you create a cohesive and targeted approach to growth, where every marketing move is a step towards your business’s success.
Case Studies in Effective Marketing KPI Implementation
In the world of B2B startups, effective KPI implementation can make a significant difference. Here are some real-world examples that showcase successful KPI-driven marketing campaigns:
- HubSpot: Creating a Category and Leveraging Community
- Grew annual revenue from $6.6 million to $271 million in seven years.
- Focused on creating and dominating the inbound marketing category.
- Built a large community for marketers, contributing to brand recognition and loyalty.
- Shopify: Mastering the Funnel and Onboarding Process
- Increased product revenues from $7.7 billion to $15.4 billion in a year.
- Dominated top-of-funnel content, attracting vast amounts of traffic.
- Utilized a compelling free trial offer and an effective onboarding sequence to convert visitors.
- Apollo Digital: Revamping Content Strategy for Organic Traffic
- Boosted a client's monthly organic traffic from zero to nearly 200,000 in two years.
- Implemented a revamped content strategy and fresh keyword research.
- Focused on user experience and content relevance for SEO success.
- Slack: Maximizing Referral Traffic and Landing Page Effectiveness
- Became one of the fastest-growing SaaS platforms.
- Focused on earning high rankings on review sites and integrating with other platforms.
- Developed powerful landing pages with persuasive copy and social proof.
- Intercom: Leveraging SEO and Personalized Content
- Achieved over $50 million in annual recurring revenue.
- Used dynamic, personalized landing pages for high conversion rates.
- Emphasized competitor analysis and semantic SEO for ranking on a variety of key phrases.
Each of these case studies demonstrates the importance of setting specific, data-driven KPIs and the impact they can have on a company's marketing success and overall growth.
These real-world examples reiterate the power of well-chosen marketing KPIs. They underscore the importance for startup founders to embrace data-driven decision-making. By setting strategic KPIs, startups can drive meaningful business growth and navigate the competitive landscape more effectively.",http://192.168.1.12/finalgo/wp-content/uploads/2023/12/pexels-nappy-935949.jpg,pexels-nappy-935949.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/pexels-nappy-935949.jpg",3491,pexels-nappy-935949,,,,http://192.168.1.12/finalgo/wp-content/uploads/2023/12/pexels-nappy-935949.jpg,Uncategorized,,,blog-layout,default,,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,60,,,,,,,"b2b marketing kpis","B2B Marketing KPIs - Set Meaningful Goals %%sep%% %%sitename%%","Set meaningful goals for your B2B marketing kpis to ensure you stop missing the mark and make 2024 the year you reach success!",61,,,,,,,,,,,0,0,11,,,,,,,"a:7:{s:14:""disable_global"";b:0;s:8:""head_any"";s:0:"""";s:12:""head_desktop"";s:0:"""";s:11:""head_mobile"";s:0:"""";s:10:""footer_any"";s:0:"""";s:14:""footer_desktop"";s:0:"""";s:13:""footer_mobile"";s:0:"""";}",,,,publish,1,teamstepup,webmaster@stepup.email,,,are-you-failing-all-your-goals-learn-how-to-set-meaningful-b2b-marketing-kpis-in-2024,,default,0,0,0,closed,open,2023-12-01
3493,"The Best AI Marketing Tools for Early-Stage B2Bs in 2024","Are using AI in your day-to-day B2B marketing?
If no, you're not alone. Less than 20% of marketers say they do. But, in today's B2B landscape, using the right AI marketing tools is not just a luxury, it's a necessity.
But what to use? For early-stage companies, where every decision can have a significant impact, it's essential to invest in tools that deliver real value. With an overwhelming number of options in the market, the real challenge lies in identifying the tools that are not only innovative but also practical and effective for your specific needs.
Here is our list of top AI marketing tools that we think you should invest in for 2024.
The StepUp Approach to AI in Marketing
At StepUp we focus on AI solutions that show clear potential for boosting efficiency and driving growth, particularly for early-stage companies. Our recommendations are guided by a commitment to suggest only those tools that demonstrate real promise, helping our clients make well-informed investments in their marketing technology.
We go for AI tools that stand out in specific marketing areas, not the all-in-one types. Here's what we look for:
- Strong in One Thing: Each tool must be a star, tackling a particular marketing challenge better than the rest.
- Easy to Use: It's got to be user-friendly. We choose tools that anyone on our team can quickly get the hang of and start using right away.
- Grows with You: The best tools can handle our growing needs, scaling up as our business and marketing efforts expand.
- Smart with Data: We look for tools that not only gather data but also make sense of it, giving us insights we can use to make better marketing decisions.
- Plays Well with Others: A great tool fits smoothly into our existing marketing tech stack, linking up easily with other systems we use.
We find these five criteria to be crucial for whether the AI catches on in your business or not, and beyond that, that it's worth the money.
Now -- here's the list!
The Best AI Tools for Content Writing
AI tools for content creation are essential for crafting compelling, efficient, and SEO-optimized content. There are hundreds of tools out there, but it's our experience that only a few of them deliver consistently.
ChatGPT 4 (Best All-Around Content Generator)
![]()
ChatGPT 4 brings significant improvements for content creators with its enhanced creativity, understanding, and interaction capabilities.
Key Features:
- Creative and Technical Writing: Machine learning sees that GPT will learn your voice and tone, the results are astounding.
- Visual Input and Web Search: Can interact with images for a more dynamic content creation experience, and can scan websites to learn what you need.
- Extended Context Handling: Manages long-form content effectively, maintaining coherence over extended text.
- Increased Interactivity: Offers dynamic conversation capabilities, essential for engaging and context-aware content.
- Steerability: Adapts its responses based on user-directed style and task, allowing customized interactions.
Use It For:
- Social Media and Editing
- Idea Expansion
- Summarizing and Tone Adjustment
- Basic Research Support:
Beware:
Accuracy: It's not always correct, you still need to be a content expert.
Jasper AI (Best for Content Versatility)
![]()
Jasper AI, utilizing the GPT-3.5 model, is an advanced AI writing tool designed for efficient, high-quality content generation. It's known for its context understanding and versatile content creation across various formats.
Key Features
- Tone Customization: Adapts to various writing styles and tones.
- SEO Optimization: Enhances content for better search engine ranking.
- Language Support: Offers multi-language capabilities.
- Content Templates: Provides templates for various writing needs.
Use It For:
- Drafting SEO optimized blog posts and articles.
- Creating marketing and email copy.
- Generating social media content.
Pros: Quick content generation, diverse templates, style adaptability.
Cons: Requires plagiarism checks, potentially costly for larger teams, limited to pre-2021 knowledge.
Jasper AI vs ChatGPT 4
Jasper AI (3.5 dependant) focuses more on specific content generation like SEO and marketing, while ChatGPT 4 offers broader capabilities in creative writing and extended interactions.
Frase (Best for SEO Optimized Content)
![]()
Frase is an AI-powered content optimization platform that enhances website SEO and user experience. It provides real-time content suggestions, making it essential for content creators and website managers.
Key Features
- AI-Powered SEO Suggestions: Frase analyzes user intent and offers real-time content improvements.
- Live SEO Guidance: It suggests SEO optimizations as you create content.
- Content Briefs: Generates topic relevance, keyword suggestions, and competitor analysis for content planning.
- CMS Integration: Seamlessly works with popular CMS like WordPress and HubSpot.
- Data-Driven Insights: Offers analytics for content and keyword performance tracking.
Pros:
- AI-driven content optimization.
- Real-time SEO guidance.
- Content briefs for planning.
- Data-driven insights.
Cons:
- Pricing may not fit all budgets.
- Learning curve for full utilization.
",http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-14-at-20.56.32.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-14-at-21.01.46.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-14-at-21.03.44.png,Screen-Shot-2023-12-14-at-20.56.32.png|Screen-Shot-2023-12-14-at-21.01.46.png|Screen-Shot-2023-12-14-at-21.03.44.png,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-14-at-20.56.32.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-14-at-21.01.46.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-14-at-21.03.44.png",3494|3495|3496,"Screen Shot 2023-12-14 at 20.56.32|Screen Shot 2023-12-14 at 21.01.46|Screen Shot 2023-12-14 at 21.03.44",||,||,||,,Uncategorized,,,blog-layout,default,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,draft,1,teamstepup,webmaster@stepup.email,,,,,default,0,0,0,closed,open,2023-12-15
3497,"The Best AI Marketing Tools for Early-Stage B2Bs in 2024","Are using AI in your day-to-day B2B marketing?
If no, you're not alone. Less than 20% of marketers say they do. But, in today's B2B landscape, using the right AI marketing tools is not just a luxury, it's a necessity.
But what to use? For early-stage companies, where every decision can have a significant impact, it's essential to invest in tools that deliver real value. With an overwhelming number of options in the market, the real challenge lies in identifying the tools that are not only innovative but also practical and effective for your specific needs.
Here are our list of top AI marketing tools that we think you should invest in for 2024.
The StepUp Approach to AI in Marketing
At StepUp we focus on AI solutions that show clear potential for boosting efficiency and driving growth, particularly for early-stage companies. Our recommendations are guided by a commitment to suggest only those tools that demonstrate real promise, helping our clients make well-informed investments in their marketing technology.
We go for AI tools that stand out in specific marketing areas, not the all-in-one types. Here's what we look for:
- Strong in One Thing: Each tool must be a star, tackling a particular marketing challenge better than the rest.
- Easy to Use: It's got to be user-friendly. We choose tools that anyone on our team can quickly get the hang of and start using right away.
- Grows with You: The best tools can handle our growing needs, scaling up as our business and marketing efforts expand.
- Smart with Data: We look for tools that not only gather data but also make sense of it, giving us insights we can use to make better marketing decisions.
- Plays Well with Others: A great tool fits smoothly into our existing marketing tech stack, linking up easily with other systems we use.
We find these five criteria to be crucial for whether the AI catches on in your business or not, and beyond that, that it's worth the money.
Now -- here's the list!
The Best AI Tools for Content Writing
AI tools for content creation are essential for crafting compelling, efficient, and SEO-optimized content. There are hundreds of tools out there, but it's our experience that only a few of them deliver consistently.
ChatGPT 4 (Best All-Around Content Generator)
![]()
ChatGPT 4 brings significant improvements for content creators with its enhanced creativity, understanding, and interaction capabilities.
Key Features:
- Creative and Technical Writing: Machine learning sees that GPT will learn your voice and tone, the results are astounding.
- Visual Input and Web Search: Can interact with images for a more dynamic content creation experience, and can scan websites to learn what you need.
- Extended Context Handling: Manages long-form content effectively, maintaining coherence over extended text.
- Increased Interactivity: Offers dynamic conversation capabilities, essential for engaging and context-aware content.
- Steerability: Adapts its responses based on user-directed style and task, allowing customized interactions.
Use It For:
- Social Media and Editing
- Idea Expansion
- Summarizing and Tone Adjustment
- Basic Research Support:
Beware: It's not always correct, you still need to be a content expert.
Jasper AI (Best for Content Versatility)
![]()
Jasper AI, utilizing the GPT-3.5 model, is an advanced AI tool designed for efficient, high-quality content generation. It's known for its context understanding and versatile content creation across various formats.
Key Features
- Tone Customization: Adapts to various writing styles and tones.
- SEO Optimization: Enhances content for better search engine ranking.
- Language Support: Offers multi-language capabilities.
- Content Templates: Provides templates for various writing needs.
Use It For:
- Drafting SEO optimized blog posts and articles.
- Creating marketing and email copy.
- Generating social media content.
Pros: Quick content generation, diverse templates, style adaptability.
Cons: Requires plagiarism checks, potentially costly for larger teams, limited to pre-2021 knowledge.
Jasper AI vs ChatGPT 4
Jasper AI (3.5 dependant) focuses more on specific content generation like SEO and marketing, while ChatGPT 4 offers broader capabilities in creative writing and extended interactions.
Frase (Best for SEO Optimized Content)
![]()
Frase is an AI-powered content optimization platform that enhances website SEO and user experience. It provides real-time content suggestions, making it essential for content creators and website managers.
Key Features
- AI-Powered SEO Suggestions: Frase analyzes user intent and offers real-time content improvements.
- Live SEO Guidance: It suggests SEO optimizations as you create content.
- Content Briefs: Generates topic relevance, keyword suggestions, and competitor analysis for content planning.
- CMS Integration: Seamlessly works with popular CMS like WordPress and HubSpot.
- Data-Driven Insights: Offers analytics for content and keyword performance tracking.
Pros:
- AI-driven content optimization.
- Real-time SEO guidance.
- Content briefs for planning.
- Data-driven insights.
Cons:
- Pricing may not fit all budgets.
- Learning curve for full utilization.
The Best AI Tools for Editing
In the fast-evolving world of digital marketing, AI tools for image creation and editing are game-changers, offering unparalleled efficiency and creativity. Here are our recommendations.
Grammarly (Best for Content Editing)
![]()
Grammarly is a versatile app and browser extension that offers real-time checks for grammar, spelling, and plagiarism across various platforms. It helps users produce cleaner and more professional content.
Key Features
- Grammar and Spelling Checks: Highly accurate grammar and spelling correction.
- Real-time Corrections: Provides instant feedback on errors.
- Explanation of Errors: Offers explanations for suggestions.
- Customization Options: Users can customize the tool and add new words.
- Plagiarism Checker: Ensures content originality (Premium feature).
- Genre-specific Writing Style Checks: Tailors suggestions to specific writing genres (Premium feature).
Pros:
- Exceptional at detecting and correcting errors in real-time.
- Highly customizable, even in the free version.
Cons:
- Limited features in the free version.
- Compatibility issues on some platforms.
Hemingway (Best for Writing Improvement)
![]()
Hemingway Editor is a user-friendly writing tool that helps users improve the clarity and readability of their content. It highlights complex sentences, passive voice, and suggests simpler alternatives, making it an excellent choice for writers looking to create clear and concise text.
Key Features
- Readability Analysis: Hemingway Editor assesses your text's readability, making it easier for readers to understand and engage with your content.
- Highlighting Complex Sentences: It identifies and highlights complex sentences, enabling you to simplify your writing.
- Passive Voice Detection: Hemingway Editor detects passive voice instances and recommends active voice alternatives for more impactful writing.
- Formatting Assistance: It provides formatting suggestions, such as using bullet points and headings, to improve content structure.
- Integration with Word Processors: Hemingway Editor can be used as a web app or integrated into popular word processors like Microsoft Word and Google Docs for seamless editing.
Pros:
- Simplifies complex writing.
- Enhances readability.
- Identifies passive voice.
- Formatting assistance.
- Integration with word processors.
Cons:
- Limited in-depth grammar checking.
- Requires some manual editing.
Wordtune (Best for Eliminating AI-Sounding Content)
![]()
Wordtune is an AI-powered writing enhancement tool that offers real-time suggestions to improve the quality and impact of your writing. It helps users rephrase sentences, choose more engaging words, and fine-tune their content for better communication.
Key Features
- Sentence Rewriting: Wordtune suggests alternative sentence structures to enhance clarity and impact.
- Word Choice: It recommends more engaging and appropriate words.
- Style: Wordtune offers style suggestions, allowing you to tailor your content to a specific audience.
- Real-time Feedback: It provides instant feedback as you write.
- Integration with Browsers and Editors: Wordtune seamlessly integrates across various platforms.
Pros:
- AI-powered writing enhancement.
- Sentence rewriting for clarity.
- Improved word choices.
- Real-time feedback.
Cons:
- Limited free features.
- Learning curve for advanced usage.
The Best AI Tools for Image Creation and Editing
AI tools for image creation and editing are game-changers. Here are our recommendations.
DALL-E by OpenAI (Best for from-scratch image creation)
![]()
In the realm of digital marketing, AI tools for image creation and editing are becoming indispensable. DALL-E by OpenAI is one such tool that's making a significant impact with its advanced capabilities.
Innovative Image Creation: DALL-E transforms textual descriptions into images.
Versatile Range: It excels in creating a variety of image styles, from realistic portrayals to artistic renderings.
Customization Options: DALL-E allows for considerable customization, enabling users to guide the creative process to meet specific needs.
What Stands Out: DALL-E is impressive for its ability to generate unique images quickly and effectively, a valuable asset for marketing and social media content.
Room for Improvement: While DALL-E is versatile, it sometimes requires fine-tuning to get highly specific results.
Ideal For: Marketers, content creators, and anyone seeking to create visually engaging content without needing extensive graphic design skills will find DALL-E particularly useful.
Adobe Photoshop (Best for Image Editing)
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Adobe Photoshop's evolution includes a significant leap into AI, especially with the introduction of Adobe Firefly, a generative AI technology enhancing its core capabilities.
Advanced AI Integration: Firefly powers features like Generative Fill and Expand, allowing users to make creative changes using simple text prompts. This includes adding elements to an image or creatively expanding its borders with contextually relevant content. The AI models are trained on a diverse set of images, including Adobe Stock and public domain content, ensuring quality and versatility in the generated results.
Efficiency in Editing: With AI tools such as Content-Aware Fill and Object Selection, Photoshop streamlines the editing process. These tools are designed for ease of use and precision, simplifying tasks that traditionally required more manual effort.
The Firefly Edge: Adobe Firefly is known for its quality and control in creative workflows. The latest updates include the Firefly Image 2 Model, enhancing creator control and image quality for more photorealistic, artistic, or surreal outcomes.
Balanced Perspective: While Photoshop's AI features are innovative, there may be a learning curve for new users or those unfamiliar with AI tools. The opportunity for even more nuanced control and customization would be a welcome enhancement.
Pricing Model: Photoshop is available as part of the Adobe Creative Cloud subscriptions, offering various plans to suit different user needs and budgets.
Ideal for Diverse Needs: These AI features make Photoshop a top choice not just for professional graphic designers but also for marketers and creatives seeking advanced image editing and creation tools.
The Best AI Tools for Social Media
There are probably hundreds of social tools -- but these are the standouts -- integrating machine learning with content optimization and social listening, they're the best of the best. Here are our recommendations for the best social media AI.
Taplio (Best for Integrating Machine Learning to Optimize Posting)
![]()
Taplio is a specialized tool designed to optimize LinkedIn posts, making it an ideal choice for professionals and businesses looking to maximize their impact on the platform. It offers features tailored to enhance engagement and visibility on LinkedIn.
Key Features
- LinkedIn Post Analysis: Taplio helps optimize LinkedIn to reach a wider audience and get more engagement.
- Content Scheduling: Schedule posts at optimal times for your target audience, ensuring maximum visibility.
- Hashtag Recommendations: Taplio suggests relevant hashtags to improve post discoverability.
- Performance Tracking: You can track the performance of your posts over time, gaining valuable insights into what works best on LinkedIn.
Pros:
- Specialized for LinkedIn post optimization.
- Provides insights and recommendations.
- Easy-to-use content scheduling.
- Performance tracking for continuous improvement.
Cons:
- Limited to LinkedIn post optimization.
- May not cover other social media platforms.
Canva (Best for Great Graphic Design)
![]()
Canva is a versatile design tool known for its user-friendly interface and extensive library of templates. It's an excellent choice for creating stunning social media graphics that captivate audiences across various platforms.
Key Features
- Template Library: Canva offers a vast collection of templates specifically designed for social media, simplifying the graphic creation process.
- Drag-and-Drop Editing: Its intuitive drag-and-drop interface makes it easy to customize templates or create designs from scratch.
- Stock Media: Canva provides access to a library of stock photos, illustrations, and videos to enhance your social media graphics.
- Collaboration Tools: You can collaborate with team members, making it ideal for businesses with multiple contributors.
- Publishing Integration: Canva integrates with various social media platforms, allowing you to publish directly from the tool.
Pros:
- User-friendly design tool.
- Extensive template library.
- Drag-and-drop editing for customization.
- Access to stock media.
- Integration with social media platforms.
Cons:
- Free version limitations.
- May not cover advanced graphic design needs.
The Best AI Tools for Email Marketing
In the fast-evolving world of digital marketing, AI tools for image creation and editing are game-changers, offering unparalleled efficiency and creativity. Here are our recommendations.
TheSeventhSense (Best for Email Optimization)
![]()
TheSeventhSense is a powerful email marketing tool that leverages AI to optimize email campaigns for maximum engagement and deliverability. It's an excellent choice for businesses seeking to enhance their email marketing strategies and drive better results.
Key Features
- Send Time Optimization: TheSeventhSense analyzes recipient behavior to determine the best times to send emails, ensuring they are more likely to be opened and read.
- Personalization Recommendations: It offers personalized content and subject line recommendations to increase email relevance and effectiveness.
- A/B Testing: The tool facilitates A/B testing to help users refine their email campaigns based on data-driven insights.
- Analytics and Reporting: TheSeventhSense provides comprehensive analytics and reporting, allowing users to track email performance and make informed decisions.
Pros:
- AI-driven send time optimization.
- Personalization recommendations.
- A/B testing for campaign refinement.
- Enhanced email engagement and deliverability.
Cons:
- Pricing based on email volume.
- Focuses on email optimization rather than full-scale email marketing suite.
HubSpot (Best for Complete Funnel Visualization and AI-Powered Learning)
![]()
HubSpot is a comprehensive marketing automation platform that includes AI-powered email marketing features. It caters to businesses looking for an all-in-one solution for email marketing, lead generation, and customer relationship management.
Key Features
- Personalization: HubSpot uses AI to personalize email content, subject lines, and send times to maximize engagement and conversion rates.
- Lead Scoring: It employs AI algorithms to score leads based on behavior, helping businesses prioritize and nurture prospects more effectively.
- Automation Workflows: HubSpot's workflow automation allows users to create complex email nurturing sequences with AI-driven triggers and actions.
- A/B Testing: The platform offers A/B testing capabilities to optimize email campaigns for better performance.
- Analytics and Reporting: HubSpot provides detailed analytics and reporting to track the success of email marketing efforts.
Pros:
- Comprehensive marketing automation platform.
- AI-driven personalization and content generation.
- Robust analytics and reporting.
Cons:
- Pricing can be on the higher side for smaller businesses.
- Learning curve for mastering the platform
Trust and Pricing
HubSpot is a trusted name in marketing automation. Pricing varies based on the level of features and scale required, making it suitable for businesses of different sizes.
AI Tools to Watch in 2024
Here are three we didn't recommend but we're keeping our eyes on.
ByWord: Streamlined Content Creation
ByWord is a content creation tool that focuses on simplicity and efficiency. It streamlines the writing process, allowing users to focus on their content without distractions. Its minimalist interface and distraction-free environment make it an attractive option for writers looking to boost productivity and concentration.
Warmly: AI-Powered Email Personalization
Warmly is an AI-powered email personalization tool that helps businesses create highly personalized email campaigns. It leverages AI to analyze recipient data and generate personalized email content and subject lines. With Warmly, businesses can enhance their email marketing efforts by delivering tailored messages that resonate with their audience.
WritePanda.Ai: AI-Generated Content
WritePanda.Ai is an AI-powered content generation tool that simplifies content creation. It uses AI algorithms to generate written content, making it a valuable tool for writers looking to speed up their content creation process. With WritePanda.Ai, users can quickly generate written content on various topics, saving time and effort in the writing process.
--
In a world inundated with AI tool recommendations, it's crucial to distinguish the truly beneficial tools from the hype. Here are the AI tools that we've found to be genuinely helpful for enhancing marketing strategies in early-stage B2B companies.
Give these a try (most of them have free versions or features) and when you're ready, consider integrating them, or, hiring StepUp as your marketing team!
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3517,"The Marketing Resources You Need to Kick Off 2024 Right","
StepUp's annual roundup of the best strategies, tactics, books, podcasts, tools and more -- to get you on the track to mastering marketing in 2024.
2023 was a wild year! We witnessed massive global shifts in politics, economics, and social change. Business and technology went along for the ride too, and we're now raising a glass to the year that saw the rise (and almost fall) of OpenAI, as well as massive shifts in significant industries.
For the good times and the... well, harder times... we're all taking a moment to raise a glass and bid adieu to 2023. And at StepUp -- we take a moment to reflect on our successes and failures, our lessons learned -- and our favorite new things.
So, as a holiday gift, we've created this ""Best Marketing"" list. It's a list of the standout marketing books, podcasts, strategies, and more that we think you should take into 2024. Every item on this list was recommended by a StepUp team member -- so you can trust that they're tried and true!
Enjoy the list and cheers to the new year!
Best Marketing Strategies
1. Integrating AI in Marketing
What it is: Leveraging artificial intelligence tools to enhance customer engagement and optimize marketing processes.
Why it matters: AI offers unmatched efficiency in personalizing customer experiences and analyzing big data for better decision-making.
How to implement: Start by adopting AI-driven analytics tools for customer segmentation and targeting in your marketing campaigns.
2. Starting with the Bottom of the Funnel (BOFU)
What it is: Focusing on leads at the decision stage of their journey rather than the top of the funnel.
Why it matters: This approach efficiently converts ready-to-buy leads, maximizing ROI on marketing efforts.
How to implement: Create targeted content and offers for leads showing clear purchase intent, enhancing their decision-making process.
3. Personalization
What It Is: Advanced personalization using AI and analytics to tailor content and solutions to each client's specific needs.
Why It Matters: As the market gets more competitive, personalized marketing will be key to standing out and engaging business clients effectively.
How to Implement: Personalization tactics are usually available within marketing tools such as HubSpot.
Each of these strategies is all about making your marketing smarter, more focused, and more in tune with what your B2B target audience needs and wants. It's about honing in on communicating effectively with your audience -- focus on that and implement these tactics for success!
Best Marketing Tactics (for Early-Stage B2Bs)
2024 is poised to be a year of innovation and efficiency in B2B marketing. For early-stage B2B companies, leveraging the right tactics is crucial for growth and market penetration. Here are some top strategies to consider:
Data-Driven Marketing:
What It Is: Using customer data to guide marketing decisions and strategies.
Why It Matters: Data-driven marketing allows for more targeted, relevant, and effective marketing efforts.
How to Implement: Begin by collecting first-party data through your digital channels. Analyze this data to understand customer behaviors and preferences, and utilize marketing automation tools for personalized communication. Implement ABM strategies to focus on high-value accounts and use intent data to target potential customers showing interest in your offerings.
Direct Message Outreach Marketing:
What It Is: Using direct messaging platforms, such as LinkedIn, to personally reach out to potential customers or partners.
Why It Matters: This approach allows for personalized, one-on-one interactions that can build stronger business relationships.
How to Implement: Identify potential leads or partners on professional platforms and craft personalized messages that speak to their specific needs or interests. It's important to be genuine and offer real value in these communications, avoiding a sales-heavy approach.
Up-to-Date SEO (Search Engine Optimization) Tactics:
What It Is: Implementing the latest SEO strategies to improve your website's visibility and ranking on search engines.
Why It Matters: With constant updates to search engine algorithms, staying current with SEO practices is essential to ensure your content reaches its intended audience.
How to Implement: Focus on creating high-quality, relevant content that addresses your audience's needs. Keep abreast of the latest SEO trends, like voice search optimization and mobile-first indexing. Use tools to analyze your website's performance and continually optimize your content and site structure for better search engine ranking.
These tactics, when effectively implemented, can help early-stage B2B companies make significant inroads in their respective target markets. By focusing on data-driven strategies, personalized outreach, and staying current with SEO practices, your business can build a strong foundation for growth and success in 2024.
Best Marketing Tech (with or without AI)
HubSpot
![]()
HubSpot is a vital tool for early-stage B2B companies, featuring a robust CRM system and integrated marketing tools. It facilitates seamless collaboration between sales and marketing teams and provides detailed analytics for the entire sales funnel. Additionally, its extensive knowledge base offers substantial learning and support resources.
- Centralized CRM: Manages customer interactions in one location.
- Marketing Integration: Unified tools for streamlined viewing and management of marketing campaigns.
- Sales Alignment: Enhances teamwork between sales and marketing.
- Funnel Analytics: Visibility across the entire sales funnel.
- Knowledge Base: Comprehensive resources for learning and support.
For more details, visit HubSpot.
SEMRush
SEMRush is an indispensable asset for early-stage B2B companies, offering comprehensive digital marketing solutions. It's particularly effective for SEO, content marketing, and competitive research, providing vital tools for keyword research and site audits. The platform's depth in competitive analysis and detailed analytics equips businesses with actionable insights to enhance their online marketing strategies.
- SEO and Content Tools: Offers comprehensive resources for keyword research and content optimization.
- Competitive Analysis: Provides in-depth insights into market competition.
- Comprehensive Analytics: Detailed data for informed marketing decisions.
- Site Audits: Tools for optimizing website performance.
- Market Research: Invaluable insights into industry trends and customer behavior.
For more details, visit SEMRush.
Canva
Canva is a key resource for early-stage B2B companies, providing an intuitive platform for creating professional-grade marketing materials. It's ideal for designing everything from graphics for your social media channels to presentations, offering a vast library of templates and design elements. Canva simplifies graphic design, making it accessible to all skill levels and enhancing the visual appeal of marketing campaigns.
- Intuitive Design Platform: User-friendly interface for easy graphic creation.
- Vast Template Library: Wide range of templates for various design needs.
- Graphic Resources: Extensive collection of images and design elements.
- Cross-Functional Use: Suitable for a variety of marketing materials.
- Accessibility: Enables professional designs without specialized skills.
For more details, visit Canva.
Best Marketing AI Tools
Team GPT
![]()
Team GPT is an innovative platform designed to enhance team collaboration using ChatGPT technology. It is a game-changer for businesses, enabling efficient organization and sharing of AI-generated insights.
- AI-Powered Collaboration: Facilitates team interaction and idea generation using AI.
- Organizational Tools: Streamlines chat management with folders and templates.
- Knowledge Sharing: Simplifies sharing AI-generated insights among team members.
- Enhanced Productivity: Boosts team efficiency with AI assistance.
- User-Friendly Interface: Easy-to-use platform for all team sizes.
For more information, visit Team GPT.
Frase
![]()
Frase is an advanced AI content tool designed for SEO optimization and efficient content creation. It's a valuable asset for enhancing the quality and searchability of digital content.
- SEO Optimization: Automated tools for optimizing content for search engines.
- AI Writing Assistant: Streamlines content creation with AI-driven suggestions.
- Content Research: In-depth SERP analysis for content planning.
- Outline Generation: Simplifies structuring content for better engagement.
- User-Friendly Editor: Intuitive interface for easy content creation and editing.
For more details, visit Frase.
Grammarly
![]()
Grammarly leverages advanced AI to enhance writing quality across various platforms. It's particularly beneficial for those needing assistance with grammar and style. Its AI features include:
- Advanced Grammar and Style Checks: AI algorithms provide real-time, context-specific writing suggestions.
- Customizable Feedback: Tailors suggestions based on writing goals and style preferences.
- Contextual Language Understanding: The AI understands nuances in language, offering precise corrections and improvements.
Grammarly's AI capabilities make it a powerful tool for anyone looking to refine their written communication.
For more details, visit Grammarly.
Best Marketing Blogs
Exit Five
Exit Five, founded by marketing expert Dave Gerhardt, is a blog that caters to B2B marketing professionals. It stands out for its:
- Community-driven insights from a network of marketing professionals.
- Actionable advice tailored for practical application.
- Diverse perspectives shared by various industry experts.
This blog is a valuable resource for B2B marketers looking to deepen their knowledge and stay current with industry trends.
For further details, visit Exit Five.
The HubSpot Blog
The HubSpot Blog, renowned for its expertise in inbound marketing, is crafted by the HubSpot team, leaders in marketing software. It's a go-to resource for:
- Comprehensive insights into B2B marketing strategies.
- Expert advice on CRM integration and lead nurturing.
- In-depth knowledge on attracting leads through content creation.
This blog is ideal for marketers seeking to expand their skills and keep up with the latest in marketing trends.
For more insights, visit the HubSpot Blog.
MarketingProfs
![]()
MarketingProfs is a comprehensive resource for B2B marketers, offering hundreds of blog posts and a wealth of information and expert advice. It's tailored for marketing professionals at all levels who seek strategic insights and practical guidance. The blog is known for:
- Delivering in-depth coverage of various B2B marketing strategies and tactics.
- Providing both free and premium content, including articles, guides, and case studies.
- Covering a wide range of topics, from content marketing to digital marketing strategies.
For more information and insights, visit MarketingProfs.
Best Marketing Books
The 1-Page Marketing Plan
![]()
""The 1-Page Marketing Plan"" by Allan Dib is a concise guide that simplifies the marketing planning process into a single page, making it accessible for businesses of all sizes. It focuses on creating a clear and actionable marketing plan that helps businesses attract more customers and generate more revenue. This book is highly recommended for its practical approach and easy-to-follow format, making it a valuable resource for entrepreneurs and marketers seeking to improve their marketing strategies.
Find more details on Amazon.
The 22 Immutable Laws of Marketing
""The 22 Immutable Laws of Marketing"" by Al Ries and Jack Trout offers a timeless perspective on essential marketing principles. It lays out clear, fundamental rules for successful marketing strategies, emphasizing the importance of understanding market dynamics and consumer perception. Recommended for its insightful, straightforward approach, this book is a must-read for marketers aiming to build a solid foundation in the fundamentals of marketing strategy.
More details are available on Amazon.
They Ask, You Answer
""They Ask, You Answer"" by Marcus Sheridan is a revolutionary guide to content marketing. It advocates for a customer-centric approach, advising businesses to address the real questions and concerns of their customers through their content. This book is essential for marketers and business owners looking to build trust and authority with their target audience through transparency and helpfulness.
Discover more on Amazon.
Moshe (our CEO) says,
""He reflects, in the best way, what marketing is. Simply put, it's a conversation between a buyer and a seller. They ask, we answer. It's a complex field made very simple. Just answer every question your potential buyer has, and you have great marketing!|
Best Marketing Podcasts
Marketing School
""Marketing School"" is a podcast hosted by digital marketing experts Neil Patel and Eric Siu. It provides daily, bite-sized episodes packed with actionable marketing tips, strategies, and insights. This podcast is ideal for marketers and business owners looking to stay updated on the latest trends and tactics in digital marketing. The podcast is known for its straightforward, practical advice that listeners can quickly implement in their marketing efforts.
For more information and episodes, visit Marketing School.
Exit Five Podcast
The Exit Five Podcast, associated with the Exit Five community for B2B marketers, features in-depth discussions and interviews with marketing leaders and experts. It's a valuable resource for marketers seeking insights into the latest trends, strategies, and real-world experiences in the B2B marketing sphere. The podcast covers a wide range of topics, offering listeners practical advice and innovative ideas to enhance their marketing strategies.
For more episodes and information, visit the Exit Five Podcast.
Duct Tape Marketing Podcast
The Duct Tape Marketing Podcast, hosted by John Jantsch, is a valuable resource for small business owners and marketers. It offers interviews and insights from industry experts, covering a variety of topics essential for effective small business marketing. This podcast is known for its practical advice, focusing on strategies and tactics that businesses can apply to improve their marketing efforts and grow their ideal customer base.
For more details and episodes, visit the Duct Tape Marketing Podcast.
-
Wrapping up our exploration into the latest in B2B marketing, we've gained a wealth of knowledge that's both exciting and invaluable. As we step into the new year, we're equipped with fresh insights and energized to continue our learning journey. We're looking forward to sharing more practical resources and strategies, helping us all to grow and excel in the ever-evolving landscape of marketing. Here's to embracing new opportunities for learning and growth in the upcoming year! 🌟
",http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-15.31.46.png,Screen-Shot-2023-12-28-at-15.31.46.png,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-15.31.46.png",3518,"Screen Shot 2023-12-28 at 15.31.46",,,,,Uncategorized,,,blog-layout,default,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,draft,1,teamstepup,webmaster@stepup.email,,,,,default,0,0,0,closed,open,2023-12-28
3519,"The Best Marketing Resources for You to Kick Off 2024 Right!","
StepUp's annual roundup of the best marketing strategies, tactics, books, podcasts, tools and more -- to get you on the track to mastering marketing in 2024.
2023 was a wild year! We witnessed massive global shifts in politics, economics, and social change. Business and technology went along for the ride too, and we're now raising a glass to the year that saw the rise (and almost fall) of OpenAI, as well as massive shifts in significant industries.
For the good times and the... well, harder times... we're all taking a moment to raise a glass and bid adieu to 2023. And at StepUp -- we take a moment to reflect on our successes and failures, our lessons learned -- and our favorite new things.
So, as a holiday gift, we've created this ""Best Marketing"" list. It's a list of the standout marketing books, podcasts, strategies, and more that we think you should take into 2024. Every item on this list was recommended by a StepUp team member -- so you can trust that they're tried and true!
Enjoy the list and cheers to the new year!
Best Marketing Strategies
Integrating AI in Marketing
What it is: Leveraging artificial intelligence tools to enhance customer engagement and optimize marketing processes.
Why it matters: AI offers unmatched efficiency in personalizing customer experiences and analyzing big data for better decision-making.
How to implement: Start by adopting AI-driven analytics tools for customer segmentation and targeting in your marketing campaigns.
Starting with the Bottom of the Funnel (BOFU)
What it is: Focusing on leads at the decision stage of their journey rather than the top of the funnel.
Why it matters: This approach efficiently converts ready-to-buy leads, maximizing ROI on marketing efforts.
How to implement: Create targeted content and offers for leads showing clear purchase intent, enhancing their decision-making process.
Personalization
What It Is: Advanced personalization using AI and analytics to tailor content and solutions to each client's specific needs.
Why It Matters: As the market gets more competitive, personalized marketing will be key to standing out and engaging business clients effectively.
How to Implement: Personalization tactics are usually available within marketing tools such as HubSpot.
Each of these strategies is all about making your marketing smarter, more focused, and more in tune with what your B2B target audience needs and wants. It's about honing in on communicating effectively with your audience -- focus on that and implement these tactics for success!
Best Marketing Tactics (for Early-Stage B2Bs)
2024 is poised to be a year of innovation and efficiency in B2B marketing. For early-stage B2B companies, leveraging the right tactics is crucial for growth and market penetration. Here are some top strategies to consider:
Data-Driven Marketing
What It Is: Using customer data to guide marketing decisions and strategies.
Why It Matters: Data-driven marketing allows for more targeted, relevant, and effective marketing efforts.
How to Implement: Begin by collecting first-party data through your digital channels. Analyze this data to understand customer behaviors and preferences, and utilize marketing automation tools for personalized communication. Implement ABM strategies to focus on high-value accounts and use intent data to target potential customers showing interest in your offerings.
Direct Message Outreach Marketing
What It Is: Using direct messaging platforms, such as LinkedIn, to personally reach out to potential customers or partners.
Why It Matters: This approach allows for personalized, one-on-one interactions that can build stronger business relationships.
How to Implement: Identify potential leads or partners on professional platforms and craft personalized messages that speak to their specific needs or interests. It's important to be genuine and offer real value in these communications, avoiding a sales-heavy approach.
Up-to-Date SEO (Search Engine Optimization) Tactics:
What It Is: Implementing the latest SEO strategies to improve your website's visibility and ranking on search engines.
Why It Matters: With constant updates to search engine algorithms, staying current with SEO practices is essential to ensure your content reaches its intended audience.
How to Implement: Focus on creating high-quality, relevant content that addresses your audience's needs. Keep abreast of the latest SEO trends, like voice search optimization and mobile-first indexing. Use tools to analyze your website's performance and continually optimize your content and site structure for better search engine ranking.
These tactics, when effectively implemented, can help early-stage B2B companies make significant inroads in their respective target markets. By focusing on data-driven strategies, personalized outreach, and staying current with SEO practices, your business can build a strong foundation for growth and success in 2024.
Best Marketing Tech (with or without AI)
HubSpot
![]()
HubSpot is a vital tool for early-stage B2B companies, featuring a robust CRM system and integrated marketing tools. It facilitates seamless collaboration between sales and marketing teams and provides detailed analytics for the entire sales funnel. Additionally, its extensive knowledge base offers substantial learning and support resources.
- Centralized CRM: Manages customer interactions in one location.
- Marketing Integration: Unified tools for streamlined viewing and management of marketing campaigns.
- Sales Alignment: Enhances teamwork between sales and marketing.
- Funnel Analytics: Visibility across the entire sales funnel.
- Knowledge Base: Comprehensive resources for learning and support.
For more details, visit
HubSpot.
SEMRush
![]()
SEMRush is an indispensable asset for early-stage B2B companies, offering comprehensive digital marketing solutions. It's particularly effective for SEO, content marketing, and competitive research, providing vital tools for keyword research and site audits. The platform's depth in competitive analysis and detailed analytics equips businesses with actionable insights to enhance their online marketing strategies.
- SEO and Content Tools: Offers comprehensive resources for keyword research and content optimization.
- Competitive Analysis: Provides in-depth insights into market competition.
- Comprehensive Analytics: Detailed data for informed marketing decisions.
- Site Audits: Tools for optimizing website performance.
- Market Research: Invaluable insights into industry trends and customer behavior.
For more details, visit
SEMRush.
Canva
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Canva is a key resource for early-stage B2B companies, providing an intuitive platform for creating professional-grade marketing materials. It's ideal for designing everything from graphics for your social media channels to presentations, offering a vast library of templates and design elements. Canva simplifies graphic design, making it accessible to all skill levels and enhancing the visual appeal of marketing campaigns.
- Intuitive Design Platform: User-friendly interface for easy graphic creation.
- Vast Template Library: Wide range of templates for various design needs.
- Graphic Resources: Extensive collection of images and design elements.
- Cross-Functional Use: Suitable for a variety of marketing materials.
- Accessibility: Enables professional designs without specialized skills.
For more details, visit
Canva.
Best Marketing AI Tools
Team GPT
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Team GPT is an innovative platform designed to enhance team collaboration using ChatGPT technology. It is a game-changer for businesses, enabling efficient organization and sharing of AI-generated insights.
- AI-Powered Collaboration: Facilitates team interaction and idea generation using AI.
- Organizational Tools: Streamlines chat management with folders and templates.
- Knowledge Sharing: Simplifies sharing AI-generated insights among team members.
- Enhanced Productivity: Boosts team efficiency with AI assistance.
- User-Friendly Interface: Easy-to-use platform for all team sizes.
For more information, visit
Team GPT.
Frase
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Frase is an advanced AI content tool designed for SEO optimization and efficient content creation. It's a valuable asset for enhancing the quality and searchability of digital content.
- SEO Optimization: Automated tools for optimizing content for search engines.
- AI Writing Assistant: Streamlines content creation with AI-driven suggestions.
- Content Research: In-depth SERP analysis for content planning.
- Outline Generation: Simplifies structuring content for better engagement.
- User-Friendly Editor: Intuitive interface for easy content creation and editing.
For more details, visit
Frase.
Grammarly
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Grammarly leverages advanced AI to enhance writing quality across various platforms. It's particularly beneficial for those needing assistance with grammar and style. Its AI features include:
- Advanced Grammar and Style Checks: AI algorithms provide real-time, context-specific writing suggestions.
- Customizable Feedback: Tailors suggestions based on writing goals and style preferences.
- Contextual Language Understanding: The AI understands nuances in language, offering precise corrections and improvements.
Grammarly's AI capabilities make it a powerful tool for anyone looking to refine their written communication.
For more details, visit
Grammarly.
Best Marketing Blogs
Exit Five
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Exit Five, founded by marketing expert Dave Gerhardt, is a blog that caters to B2B marketing professionals. It stands out for its:
- Community-driven insights from a network of marketing professionals.
- Actionable advice tailored for practical application.
- Diverse perspectives shared by various industry experts.
This blog is a valuable resource for B2B marketers looking to deepen their knowledge and stay current with industry trends.
For further details, visit
Exit Five.
The HubSpot Blog
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The HubSpot Blog, renowned for its expertise in inbound marketing, is crafted by the HubSpot team, leaders in marketing software. It's a go-to resource for:
- Comprehensive insights into B2B marketing strategies.
- Expert advice on CRM integration and lead nurturing.
- In-depth knowledge on attracting leads through content creation.
This blog is ideal for marketers seeking to expand their skills and keep up with the latest in marketing trends.
For more insights, visit the
HubSpot Blog.
MarketingProfs
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MarketingProfs is a comprehensive resource for B2B marketers, offering hundreds of blog posts and a wealth of information and expert advice. It's tailored for marketing professionals at all levels who seek strategic insights and practical guidance. The blog is known for:
- Delivering in-depth coverage of various B2B marketing strategies and tactics.
- Providing both free and premium content, including articles, guides, and case studies.
- Covering a wide range of topics, from content marketing to digital marketing strategies.
For more information and insights, visit
MarketingProfs.
Best Marketing Books
The 1-Page Marketing Plan
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""The 1-Page Marketing Plan"" by Allan Dib is a concise guide that simplifies the marketing planning process into a single page, making it accessible for businesses of all sizes. It focuses on creating a clear and actionable marketing plan that helps businesses attract more customers and generate more revenue. This book is highly recommended for its practical approach and easy-to-follow format, making it a valuable resource for entrepreneurs and marketers seeking to improve their marketing strategies.
Find more details on
Amazon.
They Ask, You Answer
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""They Ask, You Answer"" by Marcus Sheridan is a revolutionary guide to content marketing. It advocates for a customer-centric approach, advising businesses to address the real questions and concerns of their customers through their content. This book is essential for marketers and business owners looking to build trust and authority with their target audience through transparency and helpfulness.
Discover more on
Amazon.
""He reflects, in the best way, what marketing is. Simply put, it's a conversation between a buyer and a seller. They ask, we answer. It's a complex field made very simple. Just answer every question your potential buyer has, and you have great marketing!"" -- Moshe Pesach, CEO StepUp
The 22 Immutable Laws of Marketing
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""The 22 Immutable Laws of Marketing"" by Al Ries and Jack Trout offers a timeless perspective on essential marketing principles. It lays out clear, fundamental rules for successful marketing strategies, emphasizing the importance of understanding market dynamics and consumer perception. Recommended for its insightful, straightforward approach, this book is a must-read for marketers aiming to build a solid foundation in the fundamentals of marketing strategy.
More details are available on
Amazon.
P.S. Our team's favorite law is the Law of Duality. Tell us which is yours!
Best Marketing Podcasts
Marketing School
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""Marketing School"" is a podcast hosted by digital marketing experts Neil Patel and Eric Siu. It provides daily, bite-sized episodes packed with actionable marketing tips, strategies, and insights. This podcast is ideal for marketers and business owners looking to stay updated on the latest trends and tactics in digital marketing. The podcast is known for its straightforward, practical advice that listeners can quickly implement in their marketing efforts.
For more information and episodes, visit
Marketing School.
Exit Five Podcast
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The Exit Five Podcast, associated with the Exit Five community for B2B marketers, features in-depth discussions and interviews with marketing leaders and experts. It's a valuable resource for marketers seeking insights into the latest trends, strategies, and real-world experiences in the B2B marketing sphere. The podcast covers a wide range of topics, offering listeners practical advice and innovative ideas to enhance their marketing strategies.
For more episodes and information, visit the
Exit Five Podcast.
Duct Tape Marketing Podcast
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The Duct Tape Marketing Podcast, hosted by John Jantsch, is a valuable resource for small business owners and marketers. It offers interviews and insights from industry experts, covering a variety of topics essential for effective small business marketing. This podcast is known for its practical advice, focusing on strategies and tactics that businesses can apply to improve their marketing efforts and grow their ideal customer base.
For more details and episodes, visit the
Duct Tape Marketing Podcast.
-
Wrapping up our exploration into the latest in B2B marketing, we've gained a wealth of knowledge that's both exciting and invaluable. As we step into the new year, we're equipped with fresh insights and energized to continue our learning journey. We're looking forward to sharing more practical resources and strategies, helping us all to grow and excel in the ever-evolving landscape of marketing. Here's to embracing new opportunities for learning and growth in the upcoming year! 🌟
",http://192.168.1.12/finalgo/wp-content/uploads/2023/12/pexels-lucie-liz-3307696-scaled.jpg|http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-15.31.46-1.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-15.40.56.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-14.38.18.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-15.44.36.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-14.36.33.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-14.34.43.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-14.37.36.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-16.01.53.png|http://192.168.1.12/finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-14.41.23.png,pexels-lucie-liz-3307696-scaled.jpg|Screen-Shot-2023-12-28-at-15.31.46-1.png|Screen-Shot-2023-12-28-at-15.40.56.png|Screen-Shot-2023-12-28-at-14.38.18.png|Screen-Shot-2023-12-28-at-15.44.36.png|Screen-Shot-2023-12-28-at-14.36.33.png|Screen-Shot-2023-12-28-at-14.34.43.png|Screen-Shot-2023-12-28-at-14.37.36.png|Screen-Shot-2023-12-28-at-16.01.53.png|Screen-Shot-2023-12-28-at-14.41.23.png,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/pexels-lucie-liz-3307696-scaled.jpg|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-15.31.46-1.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-15.40.56.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-14.38.18.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-15.44.36.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-14.36.33.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-14.34.43.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-14.37.36.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-16.01.53.png|C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2023/12/Screen-Shot-2023-12-28-at-14.41.23.png",3538|3521|3522|3524|3525|3526|3527|3529|3530|3532,"pexels-lucie-liz-3307696|Best Marketing CRM|Best Marketing Tool SEMRush|Best Marketing Podcast: Exit Five|Best Marketing Blog: HubSpot|Best Marketing Book: They Ask You Answer|Best Marketing Book: 22 Immutable Laws|Best Marketing Podcast: Neil Patel|Best Marketing Blog: Exit 5|Best Marketing: Duct Tape Podcast","|||||Best Marketing Book: They Ask You Answer||||","|Best Marketing CRM: HubSpot|Best Marketing Tool SEMRush|Best Marketing Podcast: Exit Five|Best Marketing Blog: HubSpot||Best Marketing Book: 22 Immutable Laws|Best Marketing Podcast: Neil Patel|Best Marketing Blog: Exit 5|Best Marketing: Duct Tape Podcast",|||||||||,http://192.168.1.12/finalgo/wp-content/uploads/2023/12/pexels-lucie-liz-3307696-scaled.jpg,Marketing,,,blog-layout,default,,,off,,,750,7500,,,,16:9,,,,,,,,,,,,,,,,60,3,,,,,,"best marketing","The Best Marketing Resources for 2024 | %%sitename%% Marketing","The best marketing books, podcasts, strategies, tactics and tools for you to integrate to improve your marketing in 2024.",60,,,,,,,,,,,0,0,13,,,,,,,"a:7:{s:14:""disable_global"";b:0;s:8:""head_any"";s:0:"""";s:12:""head_desktop"";s:0:"""";s:11:""head_mobile"";s:0:"""";s:10:""footer_any"";s:0:"""";s:14:""footer_desktop"";s:0:"""";s:13:""footer_mobile"";s:0:"""";}",,,,publish,1,teamstepup,webmaster@stepup.email,,,the-best-marketing-resources-for-you-to-kick-off-2024-right,,default,0,0,0,closed,open,2023-12-28
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\r\n\r\nInternet marketing expert Jeff Bullas summarized it well: \u201cCreating a persuasive call to action takes time. It needs to be simple enough so that users can easily understand your message and at the same time compelling enough to persuade them to do what you want them to do.\u00a0That being said, it is essential to remember that practice makes perfect. Be experimental and see what works best for your audience.\u201d\r\n\r\nNeed more awesome tips for generating leads ?\r\n\r\n![\"get](\"https:\/\/no-cache.hubspot.com\/cta\/default\/1684716\/c34a561a-5fc9-41b7-8050-04231193c226.png\")
<\/a><\/span>",http://192.168.1.12/finalgo/wp-content/uploads/2017/10/Conver-the-right-leads.jpeg,Conver-the-right-leads.jpeg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2017/10/Conver-the-right-leads.jpeg",1779,Conver-the-right-leads,,,,http://192.168.1.12/finalgo/wp-content/uploads/2017/10/Conver-the-right-leads.jpeg,Marketing|Sales,"Blog|blogging|inbound marketing|lead generation|Traffic|Website Traffic",,blog-layout,default,241,,off,,,750,7500,,,,16:9,,,,,,,_self,1,1,dark,light,4:3,4:3,4:3,4:3,60,,,,,,"converting the right leads","converting the right leads",,"Making sure that your sales and marketing teams are converting the right leads is a challenge - but here are three key steps you can follow.",88,,default,default,'@stepupmarketin,true,,0,0,,427190,0,0,,1041,,,,,,,,,,publish,6,moshepesach,moshe@stepup.email,Moshe,Pesach,converting-the-right-leads,,default,0,0,0,closed,open,2019-02-25
1135,"5 Secrets of the Best Sales Emails","Why should you spend time planning and writing a sales email? Because when done right, it absolutely works to drive traffic to your business. A recent talk by Heather Morgan from SalesFolk highlighted ways to create the best sales emails for your business.
Download our guide to email follow up after a trade show.
There are many reasons to consider reaching out to prospects via email. First, marketing has changed significantly in the last decade. There is more competition in all industries and it is no longer enough just to shout “I am here!” and wait for the work to appear. Telemarketing and cold calls are hard and not as effective. You need to adapt your approach to continue to gain new customers and projects.
Inbound marketing is the new way to attract and educate qualified leads, but building quality content takes time. You also have to spread this content over multiple channels such as email marketing, Facebook, and LinkedIn to attract leads to your website.
If done right, sales emails can be very an effective way to attract, educate, and retain clients. Here are five principles to follow to create an effective sales email:
![\"Request](\"https:\/\/no-cache.hubspot.com\/cta\/default\/1684716\/2d2ec2a0-19ac-4eda-95a1-05644ee3f63d.png\")
<\/a><\/span>",http://192.168.1.12/finalgo/wp-content/uploads/2018/03/AN-INSIDE-LOOK-AT-SUCCESSFUL-B2B-PPC-CAMPAIGNS-AND-WHAT-MAKES-THEM-WORK.jpg,AN-INSIDE-LOOK-AT-SUCCESSFUL-B2B-PPC-CAMPAIGNS-AND-WHAT-MAKES-THEM-WORK.jpg,"C:\Users\troo\Desktop\XAMPP\htdocs\finalgo/wp-content/uploads/2018/03/AN-INSIDE-LOOK-AT-SUCCESSFUL-B2B-PPC-CAMPAIGNS-AND-WHAT-MAKES-THEM-WORK.jpg",1368,AN-INSIDE-LOOK-AT-SUCCESSFUL-B2B-PPC-CAMPAIGNS-AND-WHAT-MAKES-THEM-WORK,,,,http://192.168.1.12/finalgo/wp-content/uploads/2018/03/AN-INSIDE-LOOK-AT-SUCCESSFUL-B2B-PPC-CAMPAIGNS-AND-WHAT-MAKES-THEM-WORK.jpg,Marketing,"inbound marketing",,blog-layout,default,241,,off,,,750,7500,,,,16:9,,,,,,,_self,1,1,dark,light,4:3,4:3,4:3,4:3,60,,,,,,"b2b lead generation company","b2b lead generation company",,"Growth is about more than just generating leads through a B2B lead generation company - it’s also about educating, nurturing, and staying in touch.",69,,default,default,'@stepupmarketin,true,,6,6,,,0,0,,1271,,,,,,,,,,publish,4,bnaya,bnaya@stepup.email,Bnaya,Patron,inside-look-successful-b2b-ppc-campaigns-makes-work,,default,0,0,0,closed,open,2019-02-24
1287,"If You are Planning for Agritech Israel (or Another B2B Trade Show), Remember 3 Key Tips for Maximum ROI","Attending a tradeshow like Agritech Israel (or any major B2B show in your industry) is a serious commitment of time, money, and other resources. In the past, trade shows used to be the main source of lead generation for B2B companies. While they are still vital to any B2B marketing plan, in order to achieve maximum ROI it’s vital to approach trade shows differently than you did 5, 10, or 15 years ago.
To get the most out of your trade show investment, think of it as a complete marketing campaign rather than just an event. You’ll need to actively market your presence both before and during the trade show to ensure potential leads walk your way. Then you’ll want to follow up after the event to nurture your leads once the event is over. Done correctly, a trade show can be a great chance for you to talk with new potential customers, spend time with existing clients, and build your brand. Here are just three tips to maximize your ROI.