๐ต๐ปโโ๏ธ
Dec 02, 2021 7:01 pm
Hi .
Last week was full of events.
Finally, we hosted an event lots of Trenchers asked about:
how to engage strategic accounts in the ABM programs. Nick Bennett from Alice and I joined forces to share our case studies.
What's happened in Trenches
We are planning to launch a community blog and job board. Do you think it might be valuable to you?
Hit a reply and share your thoughts.
Upcoming events
How to get your PR pitches accepted by top influencers and media with Rand Fishkin
When: 2nd Dec - 7pm CET - 1pm ET.
JOIN US TO LEARN
- โWhy does marketing through sources of influence work so well?
- โHow do you find true sources where PR will have the most impact?
- โHow to get your pitches accepted
โAs always, you can join the discussion and ask your questions live.
How to develop B2B Go-To-Market Strategy for 2022
When: 7th Dec - 5pm CET - 11am ET.
I'm co-hosting a webinar with my co-founder Vladimir Blagojevic to share a framework we use to develop a GTM strategy for B2B companies.
โJoin us to learn:
- โThe Boiler Room Strategy
- โ6 core elements of marketing strategy
- โFull-funnel model or how to influence the buying journey
- โMeasuring GTM strategy efficiency
Questions from fellow Trenchers
Let's help each other. If you can contribute or answer any question below, just click the link and share your thoughts.
- I'm shifting roles very soon, and in that role. I'll likely recommend that my team (or myself) start joining customer calls as silent observers as we ramp up our ABM strategy. Which type of calls do you have experience in joining? & Which ones are the best for a marketer to listen in on? (ex: Proposal Stage, Tech Evaluation, Review, CSM, All?)
- Does anyone have a reference to a B2B video production agency in the US, who can produce videos for us at scale?
- What Content ST frameworks do you use?
- Is anyone a Google analytics expert?
Post Of The Week
Want to land high-value opportunities in 2022?
You need to play the ๐๐๐ ๐ฉ2๐ฉ ๐๐๐๐.
Because the B2B world has changed:
๐ฏโโ๏ธ ๐๐ ๐ฅ๐ข๐ฏ๐ ๐ข๐ง ๐ ๐ฐ๐จ๐ซ๐ฅ๐ ๐จ๐ ๐ข๐ง๐๐ข๐ง๐ข๐ญ๐ ๐ฌ๐ฎ๐ฉ๐ฉ๐ฅ๐ฒ ๐๐ง๐ ๐ฌ๐๐ฆ๐๐ง๐๐ฌ๐ฌ ๐ข๐ฌ ๐ค๐ข๐ฅ๐ฅ๐ข๐ง๐ ๐ฒ๐จ๐ฎ
There are now 5233% more startups than 10 years ago. And I don't see this growth slowing down anytime soon.
That's why the old game is doomed:
- Differentiating on tech or features alone
- Broad ICP
- Generic positioning
- Copy-paste marketing
The new game: narrow ICP based on deep interviews with your BEST customers. Being different in a way that matters to your ICP. Taking the stand and marketing the way your customers buy.
๐ญ ๐๐ก๐ ๐ฆ๐จ๐ฌ๐ญ ๐ข๐ฆ๐ฉ๐จ๐ซ๐ญ๐๐ง๐ญ ๐๐จ๐ง๐ฏ๐๐ซ๐ฌ๐๐ญ๐ข๐จ๐ง๐ฌ ๐๐ง๐ ๐ซ๐๐ฌ๐๐๐ซ๐๐ก ๐ก๐๐ฉ๐ฉ๐๐ง ๐๐๐๐๐๐๐ ๐ฒ๐จ๐ฎ๐ซ ๐๐ฎ๐ง๐ง๐๐ฅ
People ask for recommendations and share content & ideas on Slack, DMs, text messages, closed communities, direct word of mouth...
The old game: trying to herd everyone in your funnel and "nurture them" into an opportunity.
The new game:
- Create educational and actionable content that people actually want (and want to share)
- Be where your buyers are. Engage in or start niche communities, round tables, niche podcasts...
๐ ๐๐ฎ๐ฒ๐๐ซ๐ฌ ๐๐จ๐งโ๐ญ ๐ญ๐ซ๐ฎ๐ฌ๐ญ ๐ฒ๐จ๐ฎ๐ซ ๐๐ซ๐๐ง๐ ๐๐ฒ ๐๐๐๐๐ฎ๐ฅ๐ญ
They trust their colleagues, peers, and industry influencers.
The old game: create your content behind closed doors.
The new game: co-create content with buyers and industry influencers.
๐ ๐๐๐ง๐๐ซ๐ข๐ ๐จ๐ฎ๐ญ๐ซ๐๐๐๐ก ๐๐ง๐ ๐๐จ๐ฅ๐ ๐๐๐ฆ๐จ ๐๐๐ฌ ๐๐ซ๐ ๐๐๐๐
The vast majority of your buyers are NOT buying.
The old game of unsolicited pitches feels as good as stepping into a ๐ฉ on the street.
The new game: become part of their learning, entertainment and connecting.
๐๐ป ๐๐ก๐ ๐๐๐ฌ๐ญ ๐ฐ๐๐ฒ ๐ญ๐จ ๐๐ง๐ ๐๐ ๐ ๐ฌ๐ญ๐ซ๐๐ญ๐๐ ๐ข๐ ๐๐๐๐จ๐ฎ๐ง๐ญ๐ฌ ๐ข๐ฌ ๐๐๐๐จ๐ฎ๐ง๐ญ-๐๐๐ฌ๐๐ ๐๐๐ฆ๐๐ง๐ ๐ ๐๐ง๐๐ซ๐๐ญ๐ข๐จ๐ง
The old game of display ads for "air cover" is disappearing. Banner blindness, increasing CPM, increased privacy.
The new game: targeted content distribution and building relationships with four audiences your buyers trust.
๐ ๐๐ง๐๐จ๐ฎ๐ง๐ ๐๐ง๐ ๐จ๐ฎ๐ญ๐๐จ๐ฎ๐ง๐ ๐ง๐๐๐ ๐ญ๐จ ๐๐จ๐ฆ๐ ๐ญ๐จ๐ ๐๐ญ๐ก๐๐ซ ๐ข๐ง ๐๐ง ๐๐ฅ๐ฅ๐๐จ๐ฎ๐ง๐ ๐๐ฉ๐ฉ๐ซ๐จ๐๐๐ก
Outbound suffers from miserable response rates, and inbound remains passive.
The old game of sales doing outbound while marketing focused on inbound is leaving lots of money on the table.
The new game: an allbound approach that leverages inbound to warm-up target accounts, and engagement & intent triggers to run timely and personalized outreach.
The B2B world has changed, and the old game is becoming obsolete.
The winning companies are playing the new game.
And we call it Full-Funnel Marketing.
Best Shares From Trenches Community
- 6 elements of B2B marketing strategy
- How to 10X your website Conversion Rate Optimization skills
- Are you using one of the key filters in Sales Navigator to make your prospecting a lot easier?
- 5 KPI metrics you need to know and calculate right away, even before diving deep into the scale-up activities
See you in Trenches ๐
Andrei Zinkevich