B2B marketing is getting a makeover

B2B marketing playbook is getting a major makeover! 🚀

• 3rd party cookies are going to be a thing of past
• Privacy protection is (or will) be the new normal
• Marketing & sales are expected to work closely
• Creating original video content is the new normal

A seismic change is happening in the B2B space

And we do what we do best

Adapt

But how?

Here are some tips on how to prepare yourself for these changes

1) Build Personalized Experiences

You can create truly personalized content only if you did truly personalized research.

To really know what’s on your prospects mind..

You have to talk to them and find what their pain points are

Here, lousy work doesn’t work

You can use these simple steps to start your personalization efforts.

1. Pick 10 target accounts that match your ideal customer profile
2. Research extensively to understand the account's industry, challenges, recent news, and goals.
3. Identify decision-makers and influencers within the account and understanding their roles and pain points.
4. Observe previous engagements and interactions with them to gauge account interests and preferences
5. Observe social channels for account activity, discussions, and interests to inform your content strategy

This is not everything you’ll ever need to make personalization work for you.

But it’s good enough to get you started.

2) Collab with Industry Influencers

Key to amplify your brand's reach, credibility, and thought leadership

Leverage their expertise and networks to connect with your target audience

This is much more common in the B2C world

But it’s now happening more commonly in the B2B space.

3) Create Original Video Content

Content that resonates with your audience

Video is a powerful medium to communicate complex ideas, showcase products, and tell engaging stories

See how we create content on YouTube 👇

4) Adopt an Account Driven Approach

No more spray & pray

Identify high-value accounts & focus your marketing efforts

Address their specific pain points and business goals

5) Make Sales Your Best Friend

Most marketers hate to accept this but …

The job of marketing is primarily to make the work of sales easier

Buying cycles have become complex & collaboration is key

• Multiple decision-makers from different teams are involved
• Prospects need to feel that you understand their problems well & can solve it
• Prospects want to be sure they can achieve their goals
• Prospects need time to gain enough confidence in your product & to finally make a purchase decision

All of this means, we’ll have to play ball with sales & build trust with prospects

When you set out to ‘enable sales’, you equip them with everything they need to close a deal.

Be it the right tools, relevant information, insights or support.

The new B2B marketing playbook is all about being

• Personalization
• Creativity
• Collaboration

Embrace these strategies & stay ahead in the new B2B marketing landscape 🌟

PS: G2 awarded us (Recotap) “High Performer” in the Account Based Marketing category recently