Your Allies

Experienced marketing professionals - we lead, we do, we mentor

B2B

Best in B2B Marketing at The Corporate LiveWire Global Awards

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B2B marketing strategy and “doing” is what the entire team has been immersed in for years and years. What a brilliant feeling therefore, to be seen in the industry as people that do this well.

On the back of this wonderful accolade, we thought we’d draw on this experience and share some of those common issues that impact marketing performance. (It’s understanding these that’s helped us earn this Best in B2B marketing badge). Whilst every business has its own unique situation, there are common underlying problems which prevent them getting the traction they needed. Spot the root of these issues and you’re a step closer to being able to fix it.

Outbound over-reliance

Focusing on outbound communications, relentlessly hitting the same prospect audience, is a limited approach which will tire quickly. There’s a crucial balance to be struck across new business, brand building, nurturing and retention efforts in any marketing strategy in order to engage prospects and avoid potentially irritating them.

Risks

It’s risky to assume that by simply knowing a prospect’s email address or telephone number it means that eventually, through one of those routes you’ll reach them and break them down. (Time and time again we see email marketing counted on as the key leadgen solution. Some people will simply never respond to email, and some company email servers will never let your email reach the intended recipient – fact.)

Tips

A multi-channel lead generation strategy is the only sensible approach. One where you test channels based on where your prospects “hang out” and seek information, and assess the quality of leads that each generates. You’ve heard this one before, “test, review, improve” – simple.

Counting on a junior

For a business ready for professional marketing, investing in a full-time junior marketing resource may seem like a smart move, and still a significant investment. However, without supporting your new marketer with the right direction and support you might be setting yourself up for a fail.

Risks

Without careful, skilled leadership and senior marketing expertise in the business to guide them how will they be equipped to a) deliver the right strategy and b) execute on it successfully? Similarly, how will you know what success looks like and how to measure your junior marketer against sensible KPIs if you’ve not done this before yourself? How will you know what success looks like?

Tips

Consider how to maximise your investment in junior marketing resource by:

  • Mentoring your leadership team, to build the right level of marketing awareness at the top, and around your marketer.
  • Bringing in marketing expertise on a part-time or flexible basis to guide and coach.
  • Upskilling your marketer through training or courses.

Loving yourself too much

Alarming to us, but still we frequently see businesses leading with messages on the pedigree of their company, the wonderful “key features and benefits” of its products and services (yawn) and other self-centred aspects. Not sure where you sit on the scale of self-centred to customer-first? Do a quick scan on your website and collateral and count the “WEs” and the “OURs” and the “USs”. It’s a useful first indication of sounding like you love yourself.

Risks

The risk of alienating potential clients through this approach is huge. The B2B buyer expects to see their pain points reflected back in what they see and hear, and to understand why a business deserves their attention (i.e. through awards, case studies etc).

Tips

Keep the client at the heart of all marketing efforts and you give yourself the best chance of success. Show deep understanding of their issues and a genuine interest in helping. And have a tonne of proof to back it up.

A final word

Best B2B marketing

You’ll find more of our marketing insights and advice in the Corporate Livewire publication here:

And from Your Allies founder, Linsay Duncan:
“Although much of our work is with London-based businesses or firms trying to crack the UK market, it’s brilliant for Your Allies to be showcased alongside such innovative companies from around the globe. A hearty thanks goes to my phenomenal team – I’m proud of what we have achieved. Happy to receive this recent award but happier still to see that what we do keeps helping our clients grow.”

It isn’t all right-brain – KNOW YOUR NUMBERS! (Essential for getting B2B marketing measurement right)

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We’ve all looked away when we’ve seen it unfold on BBC2’s shows “Dragons’ Den” and “The Apprentice”. So-called entrepreneurs, amongst them self-professed experienced marketers, who fall apart when it comes to talking about figures or miss out on investments due to shaky maths. Have a cringe at these massive number fails:

Dragon’s Den

The Apprentice

This is pure gold dust for the producers and happily for them, it’s a regular occurrence. Whilst you’re unlikely to be facing the pressure of a Beeb camera crew intently focused on you anytime soon, you still cannot leave this area to someone else or think you’ll somehow avoid questions here.

Understanding and being confident talking figures, particularly with the C-Suite is key to ensuring that marketing is measured, understands what success looks like and continues to receive the investment it needs to succeed. To stand up and confidently share your lead targets, conversion rates, ROI expectations, and all the other metrics you need to know to do your job well will:

  • Show that your department is accountable and measured
  • Demonstrate there is sane rationale behind your planning
  • Present you as a credible individual

Ready to get your head around some numbers?

Here are some useful articles to help you get a grip on your figures:

Know Your B2B Marketing Metrics: Measure Your Way to Success Act On, August 2018

Chickens and eggs? Monkeys and peanuts? Just what should my B2B marketing budget be? Your Allies, July 2017

How B2B Marketers Should Measure the Business Impact of Their Campaigns LinkedIn, March 2018

Five wise ways to invest your B2B marketing budget Your Allies, March 2017

How to maintain a healthy B2B marketing budget The Drum, May 2018

Need a bit more right-brain help? Drop us a line if you or your marketing team could do with a little help around the numbers side of things. It’s what we do day in, day out.

Your Allies hailed as ‘SME Marketing Company of the Year 2018’ for B2B Sales and Marketing alignment know-how

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Whatever the extent of misalignment, this ultimately limits performance. It needn’t be this way though – fusing these forces is not rocket science. Over the years Your Allies (formerly Marke2ing) has worked with many SMEs and larger enterprises, transforming their fractured culture into one of collaboration and shared vision. This work has resulted in recognition from the UK Enterprise Awards 2018 as ‘SME Marketing Company of the Year 2018’.

The UK Enterprise Awards recognise the key players and smaller enterprises making their mark within the UK business scene. The awards acknowledge those who thrive amongst fierce competition on a national scale, highlighting stand-out performance and practices. We couldn’t be more thrilled to have our approach to sales and marketing alignment commended. It’s particularly close to our hearts, as we strive to bring this to each and every client. Here we share a few insights into the foundations that build unified sales and marketing.

One vision, shared objectives, joint reward

Tension typically stems from the two teams working towards different goals and a lack of cohesive vision. Working at odds, not understanding what the other team is doing and why, and poor communication are all common symptoms of this. When sales and marketing are focused on one clear vision, and with shared goals and rewards, that’s when the magic happens. Less friction, greater efficiencies, deeper learnings, improved performance and shared success.

Dig deep into company roots and culture

Before analysing the ins and outs of the sales and marketing teams themselves, first take a hard look at the leadership and organisational structure. Reporting structures dictate so much – the visibility of teams, relationships between departments, culture and how systems and processes flow.

A seat at the table

Here’s an example of the impact hierarchy and reporting structure can impact B2B sales and marketing alignment. How often do you hear of a CMO or Marketing Director responsible for Sales? Not in our time. Flip that, and marketing departments reporting into a Sales Director is far more common. The mere fact Marketing has no comparable senior counterpart to sit equally alongside Sales, Product Finance and IT is highly likely to hinder both their accountability and their visibility. To the rest of the business it says, “Marketing can be shoehorned into another department, it doesn’t warrant the same space at the table.” This trickles down through a business.

Our advice here is simple. For marketing to drive business performance, and for marketing to have the best chance of success, CEOs and MDs must provide a space at the table – where marketing can have a voice and be seen as a strategic partner.

Foster collaboration

With all the best intentions to make marketing and sales more joined-up, efforts will fall to the wayside unless backed up by the right processes. As well as processes and systems that help manage and track sales and marketing efforts, the way in which your teams can collaborate will underpin success.

Teams that don’t talk, teams that physically aren’t near one another, are at risk of working in siloes. Bedding down processes that encourage regular face-to-face time and frequent two-way communication is essential. Marketing cannot do their job without having a deep understanding of sales, and the ins of out of how they engage with prospects and clients.

Nor can marketing truly understand channel performance without sitting down with Sales to find out about the quality of the leads they’re delivering. We often sense immense discomfort when asking our client’s marketers to ask for open feedback on their leads: which were good, which were average, and which really didn’t hit the mark. Leaving egos aside, marketers will really grow by gaining insight into what’s working and what’s not. Their sales counterparts will respect them too for being open to such frank discussions.

The power of B2B Sales and Marketing Alignment

Here we’ve merely touched on some of the positive impacts you can expect when marketing and sales are allies. A harmonious culture where communication channels are open and planning, spend and activity are aligned will reap endless rewards.

Need an extra hand fine-tuning your Sales and Marketing teams?” Our award-winning part-time marketing directors know how to transform B2B marketing and sales teams from misaligned and underperforming to an engine of growth. Find out how we can develop your sales and marketing function – get in touch.

Your Allies named Most Outstanding Marketing Agency 2018 – UK

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Most Outstanding Marketing Agency 2018The awards celebrate business leadership, women in business and more across all seven continents of the world. Your Allies was chosen after successfully beating off competitors throughout the far-reaching and intense selection process.

Our commitment to marketing excellence

Earlier this year we were named Marketing Agency of the Year by the Innovation & Excellence Awards 2018 so it’s a great honour to once again have our work – and approach – acknowledged.

Your Allies (formerly Marke2ing) has grown consistently over the past few years – proof that businesses need part-time experienced marketing director support. Commitment to marketing excellence for our clients has also been a key contributor to this growth. To once again receive recognition for this is something we’re incredibly proud of and highlights the value of our flexible business model.

We’re excited for what the rest of 2018 holds and look forward to continuing our work with our esteemed clients and brilliant partners.

Champion tactics for seriously effective B2B content: be brave, team up, go long

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Ok, so it’s unlikely a hilarious Times Square flash-mob video promoting your products or a slick, TV ad with George Clooney on voiceover will be signed off by your MD in your next strategy meeting. So what other options are there? Here’s some seriously smart approaches to generating and sharing content in a way that will grab your audience’s attention and boost brand presence.

Stand out for effective B2B content

1. Be outspoken, be memorable

Take a good look around. What are your competitors, industry spokespeople and thought-leaders talking about? And what’s NOT being said? Find a unique perspective or angle on trends and topics your clients care about. Consider how you can be memorable and become known for sharing B2B content that makes people sit up and listen, while others are saying the same old, same old.

And what if you don’t take the time to understand who’s doing what with their content marketing in your industry? Well, the risk is you churn out the same stuff as everyone else, or slightly different versions of it. How can you develop stand-out B2B content without knowing what’s around? Sounds obvious, but it’s a step many marketers still miss.

Brave some controversy

A company voice itself can also be memorable, be it heard through company communications or through the language of its spokespeople and employees. Stepping up to the mic with either a strong tone of voice or controversial take on things can really pay off. Explore how you can be thought-provoking, or challenge current thinking in a meaningful way? Of course, this only works when backed with substance.

Point in case… which of these blog titles are you more likely to read?

“Driving business growth with artificial intelligence”
OR
“90% of AI spend has zero lasting value – so why bother with AI at all?”

“How to connect with busy professionals”
OR
“Why successful people are douchebags”

Consider building a choir of voices, using multiple spokespeople to tackle industry topics and share a range of insights, debate and thought-provoking angles. If you’re communicating with numerous buyer personas this well worth a look-in, as you can align spokespeople to appeal to each buyer group.

But back it up

This approach can be nerve-wracking for the marketer at the helm. So, back it up with checkpoints. Especially at the start, ensure the right eyes are on any outspoken, challenging content you’re putting out. Ready your spokespeople with responses for any retort that may come. Weigh up any potential risks versus the end result of improved brand authenticity, increased reach and shareability of your content.

Some good examples of people putting their mark on the world through brave approaches to their content marketing are: Gary Vaynerchuk, Liz Ryan & Doug Kessler. And then there’s Trump… leading the way in some respect but no doubt causing heart failure daily for his poor PR team.

Team up for effective B2B content2. Team up and turn up the volume

Primary research and insights can be gold dust for building unique, valuable B2B content. However, conducting interviews, running surveys and then compiling all the data into a cohesive, compelling whitepaper that excites is time and resource intensive (not to mention chews through budget).

Look then to your network, your partners or industry influencers in your space that complement what you do. Teaming up with other (bigger) brands or people who serve a similar audience, with points of view that work together with yours, can increase the success of your content marketing efforts tenfold. Provided you and your partners have a keen eye on what the market wants to hear – this can be an excellent way to create highly valuable B2B content.

Not only can you benefit from the wisdom of experts outside your business, but the amplification from their outreach, audience and networks will get you heard where you wouldn’t otherwise. Joining budgets on research or content initiatives will also typically help your marketing bucks go further.

Let’s move onto look at what you can do in terms of content format. Having an attention-grabbing approach, and dream team of partners to build content with will only take you so far. Being Google-savvy must be a key tactic with content creation.

3. Go long-form

We are drowning in information overload, with over 2 million new blog posts being created every day (oooof)! Almost quickly as a question pops up, we can Google it and have reems of instant answers. The challenge here is this can lead to information fatigue. Your prospects and clients are tiring of content that’s general, or just slightly helpful – stuff they could find anywhere. They’re seeking out (and expect) high calibre articles that resonate with them. Content which helps solve their issues, shed new light whileGo long form for effective B2B content entertaining them in some way too. They’re looking for new takes and unique insights, backed by expertise and credibility.

For even the most skilled copywriters, coming up with content that addresses all these needs in short blogs or articles is incredibly challenging. How can you truly get to the crux of a matter or explore a topic deeply in so few words? Couple with that the shift in how 500-800 word blogs perform compared to longer, more in-depth pieces of content and we see it’s time pay attention to long-form.

In this article, Neil Patel shares why long-form is so powerful. Research also tells us that long-form blog posts can generate 9x more leads than short form posts and strengthen or build your authority as a thought-leader.

This will boost your SEO health too. As search engine algorithms have become smarter (as in AI smart) they now better understand user intent which eliminates the need to try to rank for every long-tail keyword.

Instead of creating lots of different blog posts for each long-tail keyword, build a few high-quality ‘pillar’ posts for your business’s key search themes (i.e. those main topics your audience would search for). Enrich them with detail, optimise them for conversions and link them to secondary B2B content. That secondary content should relate to topics similar to your pillar keyword. This link is important both for SEO and to help your website visitors to navigate your content. HubSpot explains this nice and simply in this video.

Revisit and repurpose

Take a look back at previous content. What here could be built out to a long-form piece, and repurposed with a new tone or standpoint?

“Hungry for the detail?” We’re merely pointing you in the right direction here, rather than giving you the full rundown on how to manage and execute these approaches. Naturally, there’s lots more to making B2B content marketing stand out using these methods, including having the right thinking, processes and channel mix behind it.

To hear more about how we can drive your content marketing in a new, attention-grabbing direction – drop us a line.

Sources

Why Successful People Are Douchebags – June14, QuickSprout

100+ Internet Stats and Facts for 2018 – Feb18, Web Hosting Rating

Generate More Leads with Data-Driven Content Marketing – Curata

Why 3000+ Word Blog Posts Get More Traffic (A Data Driven Answer) – Neil Patel

Topic Clusters: The Next Evolution of Content Strategy – Jul17, HubSpot

The Future of Content Strategy – HubSpot

SMEs on YouTube: How Small Business can utilise the platform and grow – Feb17, Your Allies

Contact

hello@yourallies.co.uk