While both B2B and B2C buyers exhibit emotional drivers as well as rational ones, the B2B business purchase is a ‘considered purchase’ and more complex. It can take months to years to close and can involve many decision makers and influencers. Using our proven B2B strategy process, we help our clients build out the big picture to market in this complex buying ecosystem.
B2B marketing has many components and the biggest challenge can be integrating them into an effective ecosystem. We bring end-to-end experience, from customer experience research, customer journey mapping, persona development and brand strategy to digital and content execution in market. Creating a lead-to-revenue pathway, we consider all the customer touchpoints along the way, reaching them with the right creative and content on the right channels at the right stage of their journey Using your data, we can personalise that journey across multiple channels – while accurately measuring and attributing success to support continuous improvement.
Business Planning & Strategy
Today, the customer finds you – not the other way around. The balance of power has shifted from the B2B seller to B2B buyers, who can now find much of the information they need online for making informed purchase decisions – without needing to engage your Sales team. Your content marketing strategy and the resources themselves need to hit the right spot, or else buyers will find your competitors before they find you. Great inbound marketing combines compelling content, personalised communications and automated lead conversion processes.
Lead Generation and Lead Nurturing
Research tells us that the top objective for B2B marketers year-on-year is to generate and nurture leads. Key deliverables are marketing qualified leads (MQL), sales opportunities (SQL) and revenue. Using automated marketing processes, we help with:
- Lead generation and lead nurturing
- Acquisition strategy
- Customer onboarding
- Retention strategy
- Loyalty and advocacy
Account-Based Marketing (ABM)
ABM, broadly speaking, focuses on targeting key prospects and treating each as a market of one. ABM brings together the Sales and Marketing team as a unified fighting force with shared KPIs and a mutually developed go-to-market approach for key target accounts. Our role ranges from strategic facilitator to outsourced operator to help implement ABM.