Key / Actionable insights for B2H Marketing
Alongside traditional programmes, invest in marketing strategies that focus on the needs and desires of the humans behind the logos, e.g. curiosity and appetite for learning, a sense of belonging and community, and a desire to build their personal brands.
Be part of the 4% of companies who DO measure marketing success beyond 6 months. Research how this is done and build processes and systems that can demonstrate value from longer-term brand investments. These stats will help secure budgets for future B2H initiatives.
Collaborate with sales to set out a marketing vision which balances brand with demand activation. Demonstrate how longer term investments will result in more opportunities in the longer term and involve sales in the brand journey. After all, they will benefit from the new relationships developed with decision-makers and influencers.
Talk to recently won customers about their journey to purchase. What interactions have they had with your brand, what content have they read, what events have they participated in, who have they engaged with and ultimately what was it that made them buy? Keep this feedback coming annually with existing clients.
Explore new ways to engage with buyers through virtual events. These could include interviews for crowdsourced thought leadership publications like this one, interactive panel discussions or virtual roundtables, or workshops using formats that require the full concentration and commitment of participants. Most importantly, make sure they are different from standard virtual event formats.
Continue to engage and add value. Whilst providing buyers with memorable and entertaining experiences will raise awareness and credibility, time moves fast so it's important to re-engage every 3 to 4 months through another valuable offer that can benefit them and their colleagues.
Integrate content nurture programmes which leverage LinkedIn. Tagging your buyers in posts and sharing the latest piece of content which will interest them and the wider professional network, ensuring your brand remains front of mind.