B2B marketing strategy is tough for small and medium sized businesses. With long sales cycles and usually lots of competition it is a tough ask to stand out from the crowd and attract new clients, while effectively managing the business and exceeding the expectations of current customers.
While this may seem daunting, there are a number of basic marketing strategies that can work effectively across all B2B companies. There are 2 key parts to this:
- driving qualified traffic to your website, and
- converting that traffic into qualified leads for your sales team.
Once you start driving qualified traffic to your site through organic search, paid, social and content marketing, marketing automation software can then do much of the work to nurture that traffic into qualified leads.
B2B Marketing Strategy for Small Business
While there is huge diversity in B2B businesses, the concepts and strategies below are broadly applicable and can form a strong foundation for your digital marketing efforts.
Organic / content / social / paid
Lead Nurturing and Marketing Automation for B2B
- Targeted content drip
- Upselling current customers
- Reactivating churned or dormant business
Reporting & Tracking
Case Study: Digital Media Agency
Large offline rolodex, doing great work with big-name clients, but not promoting themselves online.
- ContactSurge as CRM
- Lead scoring and clarity over prospect lifecycle stages
- Website tracking, form replacement, contact upload
Open Rate over 20%, tracking prospects online activity.
“ContactSurge has freed up hours of time that we previously spent on marketing – the software gives us the ability to manage our entire contact database, promote the content that we know they are interested in and reach out at just the right time.” Timothy Gannon, CEO, BigWork