Hey ,

Here's how most B2B companies market…(and the ugly truth behind it)

𝟏. 𝐏𝐫𝐨𝐦𝐨𝐭𝐞 𝐠𝐚𝐭𝐞𝐝 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐚𝐧𝐝 𝐰𝐞𝐛𝐢𝐧𝐚𝐫𝐬, 𝐭𝐡𝐞𝐧 𝐬𝐞𝐧𝐝 𝐥𝐞𝐚𝐝𝐬 𝐭𝐨 𝐬𝐚𝐥𝐞𝐬

👎 𝑻𝒉𝒆 𝒖𝒈𝒍𝒚 𝒕𝒓𝒖𝒕𝒉: A download or a webinar registration is NOT a buying intent. Six-figure buyers don’t download an e-book and get “nurtured” into an opportunity with a 5-email sequence. They ask their network and buy from people they know, like, and trust.

𝟐. 𝐃𝐫𝐢𝐯𝐞 𝐜𝐨𝐥𝐝 𝐭𝐫𝐚𝐟𝐟𝐢𝐜 𝐯𝐢𝐚 𝐚𝐝𝐬 𝐨𝐫 𝐞𝐦𝐚𝐢𝐥𝐬 𝐭𝐨 𝐚 𝐥𝐚𝐧𝐝𝐢𝐧𝐠 𝐩𝐚𝐠𝐞 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐧𝐠 𝐚 𝐝𝐞𝐦𝐨 𝐨𝐫 𝐚 𝐭𝐫𝐢𝐚𝐥

👎 𝑻𝒉𝒆 𝒖𝒈𝒍𝒚 𝒕𝒓𝒖𝒕𝒉: If you’re running ads on social or sending emails, you are wasting 97% of your budget. And you're doing it pretty well. These are not intent channels, and only a small percent of your market is actively buying.

And even when you do target buyers in the market right now, you will:

- Come too late into the game

- Be perceived as one of many, a commodity

- Have a low win rate and high cost of sales

𝟑. 𝐏𝐫𝐨𝐦𝐨𝐭𝐞 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐚𝐧𝐝 𝐜𝐨𝐦𝐩𝐚𝐧𝐲 𝐧𝐞𝐰𝐬 𝐨𝐧 𝐬𝐨𝐜𝐢𝐚𝐥 𝐦𝐞𝐝𝐢𝐚

👎 𝑻𝒉𝒆 𝒖𝒈𝒍𝒚 𝒕𝒓𝒖𝒕𝒉: The vast majority of B2B brands use social to drop links to their website, promote events and publish company news that delivers 0 value to buyers. The engagement and reach of these posts are extremely low, and the impact is even lower.

You need to reach buyers where they are, and share native, stand-out content they will share on places you cannot get to.

𝟒. 𝐏𝐮𝐛𝐥𝐢𝐬𝐡 𝐰𝐞𝐞𝐤𝐥𝐲 𝐒𝐄𝐎 𝐛𝐥𝐨𝐠, 𝐚𝐧𝐝 𝐚 𝐪𝐮𝐚𝐫𝐭𝐞𝐫𝐥𝐲 𝐰𝐡𝐢𝐭𝐞 𝐩𝐚𝐩𝐞𝐫

👎 𝑻𝒉𝒆 𝒖𝒈𝒍𝒚 𝒕𝒓𝒖𝒕𝒉: The majority of B2B content driven by keyword research is boring, superficial, me-too content that doesn’t have any influence on the target buyers. The rest of B2B content is usually salesy content about product features, disguised as educational.

Dear , your buyers don’t need MORE content. They need better, stand-out content that answers specific questions and objections they have as they move through the buying process.

Here is what all of these outdated playbooks have in common

They ignore the reality of the modern buying process. They are based on how you want to sell, not on the way your customers buy.

Sure, you can spend hours learning from thought leaders about demand generation, account-based marketing, content distribution, performance marketing…

But before any of these programs works for you, you need to fix (or develop from scratch) your marketing strategy. A strategy that’s based on the actual buying process. 

If you’re not sure how to get all that done, Vlad and Andrei recently took a deep dive into Fullfunnel’s B2B marketing strategy framework. Check the webinar here.👇 

B2B marketing for 2023 (start selling the way your best customers buy)

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Questions from fellow Trenchers

Dear , your help is needed. If you can answer any of the questions below, please click on the link and share your ideas.

• Hello! Can anyone advise or give their opinion about using influencers for demand generation?
• Hello! Does anyone know a Linkedin automation tool that offers whitelabel without as high a min. account quota as Expandi?
• I need to create a side by side comparison spreadsheet for a marketing automation software evaluation. Does anyone already have a template I can just build on? Would save me a ton of time
• Hi everyone, I’m a fully remote marketing worker and will be meeting my colleagues in person next month. Looking for some ideas on what “workshop topics” might be most beneficial to SDRs and vice versa? 

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See you in Trenches 😉

Adechina ODJO