Starting a new role in B2B marketing?
We know how challenging it can be, especially in a technical field like manufacturing.
B2B marketing is different from B2C.
It requires a more focused and strategic approach.
Here are some simple yet powerful tips to help you succeed in your new role.
1. Use Marketing Automation
Marketing automation can make your job much easier.
It helps you send personalized messages and follow up with leads automatically.
Even in traditional industries like manufacturing, automation can boost your lead generation and nurturing efforts.
Key Actions:
Set up automated email campaigns to keep in touch with leads.
Use tools to collect and qualify leads through forms and landing pages.
Personalize your messages to make them more relevant to each lead.
For more on automation, check out my Mastering GA4: Tips for Marketers post.
2. Understand the Customer Journey
In B2B, the sales process can be long and complex.
Mapping out the customer journey helps you see where leads might drop off and how you can keep them engaged.
Key Actions:
Talk to your customers and analyze their behavior to understand their journey.
Identify key touchpoints where you can engage with leads.
Use tools like heatmaps to see how users interact with your website.
Learn more about customer journey mapping in my Marketing Challenges & Strategies guide.
3. Focus on Account-Based Marketing (ABM)
In B2B, buying decisions are usually made by a group of people, not just one person.
ABM helps you target all the key decision-makers in a company.
Key Actions:
Work with your sales team to identify the key people involved in buying decisions.
Create personalized messages and content that address their specific needs.
Run targeted campaigns that speak directly to the companies you want to reach.
For insights into ABM, read my Demand Generation: Help Sales Close More Deals article.
4. Optimize Your Lead Generation Forms
Your lead generation forms are key for capturing leads.
Simplifying these forms can increase your conversion rates.
Key Actions:
Only ask for the most important information in your forms.
Test different form lengths to find the best balance.
Use A/B testing to improve your forms at all times.
5. Use LinkedIn Ads
LinkedIn is a great platform for B2B marketing.
It offers powerful targeting options to reach your ideal audience.
Key Actions:
Run LinkedIn ad campaigns to promote valuable content like white papers and eBooks.
Create lookalike audiences based on your existing customers.
Monitor your ad performance and make adjustments as needed.
6. Work Closely With Sales
In B2B, sales and marketing need to work together.
Both teams should aim for the same goals to ensure a smooth customer experience and drive growth.
Key Actions:
Communicate with your sales team to understand their needs on a regular basis.
Share insights from your marketing efforts to help sales improve their approach.
Develop joint strategies and campaigns that leverage both teams' strengths.
7. Stay Flexible and Open to Change
The B2B marketing world is always changing.
Being flexible and open to new ideas is key to long-term success.
Key Actions:
Review and update your marketing strategy based on performance data.
Encourage creativity and innovation within your team.
Use data to support your decisions and be willing to adapt when needed.
8. Focus On Data-Driven Decision Making
Data analysis is key for making informed marketing decisions.
Key Actions:
Collect data from different sources like marketing automation tools, website analytics, and customer feedback.
Analyze it to identify trends, optimize campaigns, and understand your audience better.
Use data to measure the success of your efforts and make data-driven decisions.
9. Build Strong Relationships and "Own the Revenue or Relationships"
Building strong client/customer relationships is key for long-term B2B marketing success.
Key Actions:
Understand your clients' or customers' needs and become a valuable partner.
Build trust by delivering exceptional value and contributing to their success.
If you’re an agency, aim to "own the revenue or own the relationships" with clients.
10. Share Results and Be Transparent
Transparency builds trust and credibility in B2B marketing.
Key Actions:
Share campaign results, successes, and challenges with stakeholders.
Celebrate wins but also be honest about areas needing improvement.
Open communication avoids assumptions of failure.
11. Focus on Fundamentals over Specific Platforms
Develop marketing skills beyond just tools and platforms.
Key Actions:
Understand core marketing principles like audience targeting, messaging, and optimization.
Don't become overly reliant on any single platform or channel.
Focus on fundamentals that can be applied across various tools and platforms.
Keep Learning and Improving Your B2B Marketing Skills
While the tips in this post can help you get started in your new B2B marketing job, it's important to keep learning and improving your skills.
The B2B marketing world is always changing, and staying up-to-date can give you an advantage.
Here are some good ways to keep learning as a B2B marketer:
1. Take B2B Marketing Courses and Get Certified
Taking courses and getting certifications can give you a strong base and help you learn about the latest strategies and tools.
Look into specialized B2B marketing courses or certifications from organizations like the American Marketing Association (AMA), LinkedIn Learning, or Udemy.
Chek out this recommended course on Coursera:
2. Go to B2B Marketing Conferences and Events
Conferences and events are great for meeting people, learning from experts, and finding out about the newest B2B marketing trends and best practices.
Some big US-based events to check out include the B2B Marketing Exchange (B2BMX) by Demand Gen Report, SiriusDecisions Summit by Forrester, and the MarTech Conference by MarTech Alliance.
3. Join B2B Marketing Online Groups and Local Meetups
Being part of online communities and local meetup groups can help you share knowledge, meet people, and stay current on industry trends.
Consider joining LinkedIn Groups (e.g., B2B Marketing Insiders, B2B Marketing Professionals), online forums (e.g., MarketingProfs, Warrior Forum), or local marketing associations and meetup groups.
4. Connect with Experienced B2B Marketers
Reaching out to experienced B2B marketers, especially those familiar with your industry or target market, can give you valuable insights and mentorship.
You can connect with them on professional networking sites like LinkedIn, at industry events and conferences, or through people you already know.
5. Read Industry Blogs and Publications
Reading industry blogs, publications, and reports can help you learn about the latest B2B marketing trends, strategies, and case studies.
Some good resources include B2B Marketing Zone, MarketingProfs, Hubspot's B2B Marketing Blog, and Demand Gen Report.
For more insights, read our Best Marketing Books Beyond Seth Godin post.
And That’s It
B2B marketing, especially in technical fields like manufacturing, requires a mix of skills and a strategic mindset.
You can tackle the complexities of B2B marketing and succeed in your new role following the tips above.
Most importantly, keep learning, adapting, and innovating to stay ahead in your industry.
Looking for your next opportunity? Check out our weekly roundup of remote marketing jobs.
I hope that helps,
-Hakan.
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