B2B marketing has shifted to digital. But digital does not mean ads. Ads are easy to talk about because they’re usually easy to measure, but with 3-6-9-12 month sales cycles, you need much more than direct response channels. You need:
1. Strong product marketing
This is the website. This is storytelling. This is proof. Examples. Specifics. Use cases. Competitive intelligence and context. Objection handling.
2. A CEO with a vision and a thought leadership platform.
It’s not enough for the CEO to just have a vision today. The best marketing channel can be that CEO actually sharing her story, thoughts, and observations about what’s happening in the market. And in 2021, thought leadership goes much further on social channels like LinkedIn. Don’t waste your time pitching Forbes articles. Build an actual audience on social media. Reach your customers directly through social.
3. A brand people know, like, and trust.
There are dozens of competitors in any niche. Are there even niches anymore? Anyway: those long sales cycles are hard enough with the internal processes, procurement, legal, and 12 stake holder meetings needed just to get to a yes. You can stack the deck by building a brand your dream customers want to work with. The best way to do that today is through content and social media. I love podcasts. Events. Videos. Blogs. Social. All for this reason. Your brand should be the expert to your dream customers. Show them your expertise via content and social. Then when you do reach out, they might actually have heard of you before and even believe in some of your methods.
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