3 tips for savvy B2B marketing

B2B marketing is constantly changing. From content marketing to online lead generation, brands need to keep up. Here are some considerations for marketers in the upcoming months: 

1. Content marketing strategy is more important
While many brands understand the effectiveness of content, some are jumping in without a strategy. This could prevent B2B companies from attracting the most relevant leads.

2. Marketers hate trade shows
Once a gold standard for lead generation B2B marketing, employees are tired of promoting their brands at trade shows, according to CMSWire. The article cited a Forrester statistic that said approximately 30 percent of B2B companies are cutting their budgets for this activity to make room for new marketing techniques. Although personal interactions are important for building relationships with prospects, trade shows are typically expensive and the sales cycle can be lengthy.

3. Tell a story and use humor
If the recent Super Bowl was any indication of what works in marketing and what falls flat, B2B brands should take notice and ensure they have a story, Customer Think stated. Marketers also shouldn't be afraid to be entertaining. Content marketing is highly effective in this sector, but leads don't want to read pages of dry material about different software options.

Sheila Kloefkorn (1031 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.