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4 strategies for guerrilla B2B marketing

Guerrilla marketing is often considered a B2C strategy, but B2B marketing teams could benefit from outside the box thinking. The term Guerrilla marketing refers to any promotion or content marketing strategy that prioritizes innovative or unconventional techniques to increase exposure. Examples of guerrilla advertising tactics in the consumer market include companies using massive art displays to promote brands or clever giveaways to introduce products.

B2B marketers can certainly profit from creativity, but they need to find ways to focus campaigns on business professional instead of huge public displays. Here are four best practices to keep in mind when employing guerrilla strategies for event or digital marketing:

1. Rethink your audience
To prioritize creativity, companies have to be sure they're not stuck in a rut. B2B Marketing, an information resource for business advertising, warned companies against functional fixedness, which is halting innovation once existing solutions demonstrates value.

Just because something works a certain way, doesn't meant there aren't other opportunities B2B marketing teams should explore. Companies may succeed at appealing to a certain business consumer group, but they overlook other possible audiences for B2B lead generation.

Businesses can start expanding their scope by looking at their current audiences. Marketers should examine trends in both the type of company that converts and which phase of B2B lead nurturing is most convincing. Using this data, teams can search for new audiences that share certain qualities and plan innovative content around previous successes.

2. Find new ways to show off your product
By studying current clients, B2B marketers gain insight into how companies use the product or service advertised. Companies could fall victim to functional fixedness when thinking about the product, it's important integrated marketing shows numerous benefits of purchase on a variety of channels. 

Companies should use videos, blogs and mobile advertising to demonstrate the effectiveness of its products. The more ways a company can show successful implementation of merchandise and services, the more likely a business decision-maker will see a situation that applies to their particular needs. If B2B marketers try guerilla strategies they may show the product's effectiveness in truly eye-catching ways.

Business 2 Community shared the example of a technology company that demonstrated the clarity of its flat screen TV by creating a hidden camera prank video. The business invited unsuspecting consumers into an office where a window was replaced with a digital screen. When the flatscreen TV displayed a meteor strike outside, the hidden camera captured the surprise of the prank victim. The video demonstrated the realism of the product's display and was fun to watch. Many B2B tech companies could create content that shows an audience member's delight and surprise at effectiveness in unique ways.

3. Don't miss an opportunity
Social Fish, a social media marketing blog, said B2B companies may not feel they have the same opportunities for ubiquitous branding as B2C organizations, but they just need to be more creative. Many B2B organizations hand out pens, magnets and key chains decorated with their logo. These options are fairly common and may fail to capture interest – plus a brand attached to a cheap pen may create a negative impression.

B2B companies should make sure their branding materials fit with company goals and products. If an organization sells tech supplies, handouts like usb drives are thematic. B2B Marketers should try rethinking traditional handouts. Metal business cards communicate a product's durability or a company's lobby could feature snacks in promotional packaging.

When companies distribute branded promotional items at live events, they should try different tactics than just handing materials to audiences. Clickz said people go to business events expecting entertainment. A B2B marketing booth could use costumes or gaming promotions so potential customers win discounts. Guerrilla marketing shouldn't just spread a company's brand, it should create a positive association in the audience's mind.

4. Content creates content
One advantage of guerrilla marketing is that creativity allows companies to use limited resources effectively. Innovation encourages companies to get the most out of what is available. B2B marketers should reevaluate every tactic and piece of content to see if they can use it again in a new way.

When an organization has a fun and exciting booth at a trade show, employees should film the interaction with audiences to create marketing videos. B2B Marketing Insider suggested turning PowerPoint presentations into inbound marketing content and sharing industry news pieces on social media pages with the brand's insight attached.

A B2B marketing agency can help companies evaluate available resources and create strategies for best use. There are no bad ideas in brainstorming. A company's advertising team should try to generate as many creative tactics as possible, and a professional marketing agency can help them turn those ideas into effective guerrilla strategies.

1. Thinking Outside the Box to Identify Niche B2B Vertical Markets
2. Going Viral: The 5 Best Guerrilla Marketing Pranks
3. Get Creative with B2B Marketing in 2015
4. Guerilla Content: 30 Growth Hacks To Content Marketing Success On A Limited Budget

Sheila Kloefkorn

With more than 25 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.