Certain fundamental truths remain stubbornly, reassuringly constant. Forget the fleeting trends and the shiny new objects for a moment. The bedrock of effective B2B marketing rests on a few core principles, and understanding them is more critical than ever.
I say all this knowing that the super geeky, techie clients we work with deal with a steady cadence of change. And, sure, the way they need to market themselves to keep pace with new trends must also evolve. But I’ve been doing B2B marketing for more than three decades, and there are some things that are as relevant today as they were when Toyota Tercels roamed the earth.
B2B Marketing Starts With a Problem
I’ll never forget when an analyst told our client, “Nobody cares about your blinking lights!” Features don't sell. Solutions to problems do. Unfortunately, some companies forget that they’re in the business of solving customer problems. Full stop.
Whether it's an inefficiency, a missed opportunity or a genuine pain point, the genesis of any successful B2B solution lies in addressing a tangible need. How we solve it might change, but the why remains paramount.
Prospects want to know how your offering directly addresses their pain points, streamlines their operations and ultimately drives their success. Marketing that truly resonates positions you as a strategic partner, deeply understanding their challenges and offering a clear pathway to resolution.
Messaging Needs to Be Clever and Repeated
Never underestimate the enduring power of compelling messaging. The channels we use to communicate will multiply and morph, but the human capacity to connect with a well-articulated solution to their challenges won’t change. Optics still matter. Resonance still matters. The digital landscape is noisy and messy, and clarity and impact are your most potent weapons. Use them!
Once your message is perfected, say it over and over and over. Your buyers are bombarded with countless messages daily. Cutting through that noise requires a persistent and strategic approach. What might feel repetitive internally could be the very first time your message truly lands with a key prospect. Patience and consistent reinforcement are vital in cultivating recognition and driving action.
Potential clients are navigating a dense digital jungle and will latch onto the most recent, most salient piece of information. Your message needs to be a consistent vine that they can readily grasp as they move through their decision-making process.
B2B is Not B2C
It's a critical distinction that’s often overlooked: B2B buying is a fundamentally different beast than consumer transactions. Forget your personal online shopping habits. In the B2B arena, decisions are rarely made by a single individual. You're attempting to influence users, influencers, decision-makers and budget holders, often within a politically-charged environment where careers are on the line. Applying a transactional, consumer-centric marketing approach to this intricate landscape is a recipe for failure.
The Strategic Advantage of a Strong Stance
Have a distinct point of view? Good! It’s a powerful differentiator. Having a core perspective on the challenges your customers face and the most effective solutions can set you apart. Don't shy away from expressing a well-reasoned opinion. Thought leadership that challenges the status quo can spark engagement and position you as a genuine authority. Bold opinions are almost always welcomed.
Maintaining Continuous Momentum
Stagnation is a silent killer. The market needs to see a company that is actively innovating, growing, and consistently delivering value. A steady cadence of news, product updates and customer successes reinforces your position and instills confidence in prospective buyers. A lack of visible progress can be interpreted as a lack of viability.
The balance between keeping up to speed and clinging to proven strategies is super hard to maintain. I get it — I’ve learned the hard way a time or two. But I’ve gotten pretty good at knowing when to pivot and when to lock in. Knowing and implementing timeless strategies will build a foundation for marketing success no matter the year.
I recently had a fantastic conversation on the Share of Voice podcast about this notion with six-time CEO Greg Coticchia. Check out the episode.
