Article on progressive B2B
BUSINESS TO BUSINESS MARKETING
Video Social Media
Integrated campaigns
Sales campaigns
Brand image campaigns
O U R S E R V I C E S
Video ABM
Lead-gen campaigns
Social selling
Content + SEO
Source: Les Binet and Peter Field study 2013
O U R S E R V I C E S
It's all about quality conversations and accurate communicating through a perceived value of a deal, with proper "sales phrases".
Brand building
We build Brand preference and reduce price sensitivity. This is the main driver of long-term growth and profit.
Sales activations
We convert brand preference into immediate consumer response. High efficiency and ROI.
📈 How to be focused on sales but not neglect your
brand building?
Customers need many touchpoints before they would make a B2B inquiry. Touchpoints across the communication media need integration and regular agile approach to strategy, feedback looping with company's environment and improving on all B2B marketing metrics. Every touchpoint implies the internal marketing effort, so we aim to build highly efficient culture of collaborating with our clients.
Now let's have a look on some up to date issues in B2B to get better understanding of what drives the best results.
One of the still wildly believed myths is importance of over-pushing on the sales performance, focusing on the short-term heavily and neglecting long-term brand building. Consequences are sometimes painful, mostly it's just ineffective usage of energy or poor brand recognition and credibility. But consequence is also increasing price sensitivity, if there is no seductive power of brand.
The root cause of that thinking might be, that in business marketing, brand is considered something from B2C - an artificial construct that misleads consumers, distracts from the product truth and makes business relations untrustworthy. It's a mistake. There are many examples of companies i.e. IT industry, software houses that invest proper amount of energy in brand and are... really big, credible or even loved, as a love brands. Polish software houses Netguru and Boldare are just few examples.
The new thinking framework has appeared with Peter Field and Les Binet's book "The long and the short of it".
Back to top
Let's connect!
Ⓒ copyrights 2023 by Screens Agency.
All rights reserved.
video marketing agency
We want you to get interested in large-scale B2B campaigns, still a rarity on the market. By integrating multiple channels, tactics, and metrics, we can drive a significant Return On Marketing Investment. A metric that is critical for success.
Research has shown that marketers who allocate a greater portion of their budget towards long-term B2B marketing efforts see the most success. To increase sales of some products or service and when company is a size of a public one and there is an apparent budget for marketing, it's a smart way to push large-scale B2B campaign. Integrating many channels, tactics and metrics can amass great ROI of such strategic move.
Such integrated B2B large-scale campaign could combine two important goals at once:
-
Building awareness of business solutions
-
Acquisition of quality leads
and should deliver such side results:
-
Supporting sales department in successfully reaching out to potential customers
-
Supporting sales department in maintaining relationships with existing customers and in re-selling
-
building brand recognition
To achieve such goals you may do following things:
-
Use targeted content marketing: Mind that LinkedIn mail and wall campaign offers the most precise targeting for B2B. Facebook support is necessary to broaden the reach and include more channels. The online media and google ads in Pay Per Click model are also important add on. The necessary general effect of a campaign is to offer distrupting a category, sharable, PRable and relevant piece of content, like i.e. raport on green energy practices in some peculiar business category like real estate. To catch attention of your target you have to be specific. This could include blog posts, ebooks, case studies, webinars, and more. By providing valuable information, you can establish yourself as a thought leader in your industry and attract the attention of potential leads.
-
Use social media advertising: Social media platforms offer advanced targeting options that allow you to reach specific demographics and job titles. You can use social media advertising to promote your business solutions and capture the attention of potential leads.
-
Use email marketing: Email marketing allows you to send targeted messages to a specific list of recipients. You can use email to promote your business solutions and nurture leads through the sales funnel.
-
Use paid search advertising: Paid search advertising allows you to bid on specific keywords related to your business solutions. When someone searches for those keywords, your ad will appear in the search results, helping you to capture the attention of potential leads.
-
Use lead generation forms and landing pages: Lead generation forms and landing pages allow you to capture contact information from potential leads in exchange for valuable content or offers. You can use these tools to acquire high-quality leads and nurture them through the sales funnel.
Our marketing efforts focus on building awareness of clients' business solutions, acquiring high-quality leads, and supporting sales efforts through targeted outreach to potential and existing customers.
We also prioritize activities that help to establish client's brand recognition in the market. While it's important to build relationships over time, we also know the value of being agile and tactically activating specific groups with tailored messaging to drive sales and awareness in the present.
Make it using client-focused, personalized videos that feed quality conversation with a client. Video-driven account-based marketing (ABM) is an effective way to target specific accounts and decision makers.
Some of the benefits of using video in ABM include:
-
Personalization: better personalization and relevancy means higher conversion rate. Video allows you to create personalized, targeted content for specific accounts or segments. This can be especially effective in ABM, as you are focused on a smaller number of high-value accounts.
-
Engagement: Video is a powerful tool for capturing attention and engaging viewers. When used as part of an ABM campaign, it can help you stand out from the competition and build deeper relationships with your target accounts.
-
Shareability/storysharing/PRability: Video is easy to share on social media and other platforms, which can help you reach a wider audience and increase the visibility of your content.
-
Measurability: Video provides a wealth of data that can be used to measure the effectiveness of your ABM efforts. This includes metrics such as engagement rate, clicks, conversions and cohort analysis. Then you can better understand the effectiveness of your efforts and make data-driven decisions about your strategy.
-
Scalability: Video can be repurposed and used in multiple marketing channels, which can help you reach a wider audience and maximize the return on your investment.
-
Visibility: Video content is highly shareable, which can help increase the visibility of your ABM campaign and reach a wider audience.
-
ROI: When used effectively, video-driven ABM can drive strong returns on investment by targeting high-value accounts and decision makers with personalized, engaging content.
After COVID19 sales have gone online to apparent extent. Sales decision making and conversion paths are being redesigned and rethought. Sales became more important and experimental in digital channels. We recommend using variety of channels and mixing tactics in digital for the best results.
Possible scenarios are many, this is just exemplary one:
-
Personal branding and precise content strategy of the Management Board on LinkedIn. It is worthy to combine personal authenticity with clear brand strategy. Possible refreshing approach to content formats like podcasts, or video mini-talks with special guests on important trending topics.
-
Video charged conversation with selected Accounts. Precisely crafted video content on a small-scale, then with the growth of the budgets using video ABM platform to communicate with large amount of accounts. Involving content that is customer problems related, engaging, refreshing, memorable. That is a real competitive advantage
-
Acting on a large scale with bigger budgets, applying Pay Per Click integrated campaigns with exclusive lead-magnets. Google Ads, LinkedIn mail and feed, Facebook involved as a basic channels selection.
-
Awareness building in many channels, managing brand image with precisely crafted key messages, according to position of the clients in the marketing funnel and also before the funnel (future prospects in the making). High relevancy, simplicity, memorability of communications. Being single-minded, insights and benefits focused, not dispersed with messages.
-
SEO with all of it's advantages and strenght's
-
Using the new, highly effective digital tools&platforms that speed up lot's of things in the process like i.e. generating talking heads videos, generating super-clear white papers, or researching consumer journeys in your category.
There are several ways to use data-driven insights in social selling:
-
First and foremost: understanding difference between vanity and actionable metrics. It's of huge importance! Do not get messed up by likes, when all that counts are return on marketing investment, social media engagement rate, converted leads, customer acquisition cost, cohort analysis of sales funnel, customer lifetime value.
-
Using analytics tools to track the performance of your social media content and interactions. This can help you understand which types of content are most effective at engaging your audience and driving sales.
-
Using social media listening tools to monitor mentions of your brand, competitors, and relevant industry terms. This can help you identify trends and insights about your target audience and their needs.
-
Analyzing your customer data to understand their purchasing behavior and preferences. This can help you tailor your social media content and interactions to better meet their needs and interests.
-
Using A/B testing to compare the performance of different versions of social media content and interactions. This can help you understand what works best with your audience and optimize your social selling efforts.
-
Using customer feedback and reviews to understand what is working well and what needs improvement in your social selling efforts. This can help you identify areas for improvement and adjust your strategy accordingly.
-
Building a strong online presence: Establishing a strong online presence is crucial for social selling. This includes having a professional profile on social media platforms, regularly posting relevant and engaging content, and interacting with your followers.
-
Engaging with your audience: Don't just broadcast content on social media – engage with your audience. Respond to comments, answer questions, and start conversations to build relationships and establish yourself as a thought leader in your industry.
-
Using social media listening: Social media listening involves monitoring social media platforms for mentions of your brand, competitors, and relevant industry terms. This can help you identify potential leads, address customer concerns, and stay up-to-date on industry trends.
-
Measuring and analyzing your results: Track your social selling efforts to understand what is working and what isn't. Use analytics tools to measure the performance of your social media content and interactions, and use this data to refine your strategy and improve your results.
This thinking applies also to B2B marketing, that's totally counter-intuitive and agains common sense as in B2B marketing means SALES. To market means to sell. Founders couldn't be wrong more, it's about brand, credibility, mental availability (so B2C things) as about sales.
Data strongly indicates that B2B should be an efficient mix of: Social Selling, video charged Account Based Marketing, brand building and new digital tools. Sounds as complicated and powerful as it is.
Gartner report also says that business people expect B2B to be more engaging and exciting like B2C, still value and here-and-now problem solving focused. The need for more engaging, one-way, shared and relevant experiences in B2B is confirmed.
In today's fragmented, digital business world, strong partnerships are key to success. That's where we come in to bring quality to conversational, valuable content driven business to business marketing. Always optimizing for better Return On Marketing Investment (ROMI). Here we present some key areas of contemporary B2B marketing. Every piece of content is designed to be useful, transferable knowledge, all are even more useful when applied all together.