Like everyone else, the B2B marketplace was momentarily blinded by the pandemic.
Businesses struggled to balance competing priorities while staying afloat and heeding
government and health protocols.
Venturing into digital marketing became the most practical way to keep the momentum
going. But then, nearly all B2B sellers shifted their businesses online bringing with them tough competition.
Having a few digital marketing strategies to fall back on is not sustainable. What you need
are evergreen digital marketing strategies that promote long-term success post-Covid. Let’s look at five such strategies, shall we?
1. Content Marketing
Now more than ever businesses need to create outstanding content.
It’s easy to look up trending topics and come up with a story that pretty much says what has already been said by others.
That doesn’t make your content outstanding—just part of the regular.
By outstanding we mean content that resonates with customers and prospects. Content that addresses what they want and need. The best approach is to first understand search query intent.
Don’t just look up which topics are popular with your audiences but why they are popular.
What is it about these topics that is valuable to their businesses? But rather than guess the answer, come up with a three or four-question survey for your
audience to answer.
You can then use the information received to create relevant content targeting the different stages of the buyer’s journey.
Other content generation ideas include:
● Your competitors’ websites & blogs. The idea is to identify what they are not saying
and the questions their readers are asking
● Quora and Reddit: These platforms are frequented by students and professionals
alike looking for answers to industry-related questions.
● Team Brainstorming: Get your marketers, sales, and customer service teams to
brainstorm content ideas. They interact with prospects and customers at different
stages of the sales cycles, which gives them unique perspectives.
2. Cold Calling
The cold calling technique has been around for years and remains an effective method for creating awareness about brands and the solutions they offer.
With cold calling promoting human interaction, studies show that people will listen to a sales rep as long as the rep has something solid to offer.
No matter how beneficial your offerings may be, randomly calling prospects and expecting them to be excited about your products won’t work.
Why? Because you didn’t take the time to understand their needs. Here are cold calling best practices:
● Start by classifying your prospects according to their size, industry, and pain points.
● Critically analyze how your solutions can help them achieve their goals and to what
● Look up the contact person on social platforms to get a basic understanding of who they are and what interests them. Check if they have a direct line or you have to go through a gatekeeper (executive assistant or receptionist).
● Use a calling guide to help keep conversations natural. The call guide contains open-ended questions for your prospect. As you listen to their answers, you can respond in your own words.
● Pick the right day and time to cold call. Industry experts recommend Tuesdays to
Thursdays. Aim for 10 -11 am in the mornings and 3-4 pm in the afternoons.
● Practice cold calling with colleagues. Map out different scenarios from pleasant
receptions to rude ones. It will help eliminate feelings of anxiety.
● Know when to relent. If a prospect is not willing to listen to you, graciously thank
them for their time and hang up.
3. Reputation Management
From social media to online platforms, blogs, and news sites, conversations about brands are continuously taking place.
Do you know what people are saying about your business?
Reputation management is critical to growing your business.Why?
Because all other digital marketing efforts will ultimately lead your prospects to want to know more about you.
If your online reputation is less than sterling, the leads will go elsewhere.
A positive reputation increases confidence in your brand and offerings and builds loyalty.
These factors ultimately drive sales.
Here are ways to build and manage your online reputation:
● Provide exemplary service. Happy customers will leave positive reviews.
● Share positive news about your involvement in community work, including charities.
● Publish captivating testimonials and snippets of positive customer feedback on your website and social platforms
● Use social listening and monitoring tools like Reputology, Brand24, Agorapulse,
Google Alerts, and Mediatoolkit among others. These tools discover and analyze
social mentions, which can be useful for identifying negative comments.
● Handle negative reviews publicly and promptly to show prospective clients that you care about their experiences and will address any issues that may arise. Remember to contact the reviewer privately to resolve the problem.
4. Account-based Marketing
Account-based marketing brings together different teams in your organization to focus on key accounts—whether they are prospects or existing customers.
It involves identifying accounts that can bring in significant value and gathering insight into them. You then use the information to align your value proposition to their needs and create highly
personalized content around their challenges.
Benefits of ABM include:
● Helps create closer alignment between teams for a frictionless process.
● Eliminates resource wastage since marketing activities target specific prospects.
● Ensures the content created is highly personalized and relevant.
For the ABM strategy to work, you’ll need to:
● Allow your client-facing teams to identify target accounts (organizations) based on
revenue, size, and needs.● Delve deeper into your targeted organization to understand its internal components,
needs, and procurement process. Understanding how the organization works will help you know how to influence it.
● Come up with a list of contact persons who will be the main recipients of the
● Establish KPIs for each team to ensure they prioritize the marketing campaign and
align them with the organization’s business objectives.
● Develop an overarching strategy to ensure the objectives are met. This strategy
should clearly detail where your company wants to go and how.
● Create a calendar that highlights the actions required (by who) and at what interval. All teams will need to keep communication open and consistent.
● Monitor progress. It will help you identify situations where the tactics aren’t working
and modify them.
● Measure the outcome of the strategy to see if the program has performed as
5. Social Selling
Social selling is using your brand’s social platforms to zero in on B2B prospects, connect with, and build rapport.
Think of it as the modern way of building relationships.
Unlike aggressive lead generation tactics, social selling is a subtle way of keeping your
brand on the minds of your prospects.
LinkedIn Sales Solutions’ internal data suggests that up to 78% of businesses using social selling outsell those that don’t use social platforms.
Further, businesses that prioritize social selling have a higher chance of reaching their sales quotas by up to 51%.
Ignoring social selling means you’re losing business to social media savvy competitors.
Which social platforms should you incorporate in your strategy?
Facebook, Twitter, and LinkedIn are great platforms to start with.
Here are social selling best practices:
● Establish your position as an industry expert by providing value. Share interesting
facts and thought leadership articles. Avoid appearing too salesy as your audience
will think you’re only there to get something.
● Use social listening tools (like the ones we mentioned above) to know what others
are saying about your industry, brand, and competitors. Pay attention to requests and
pain points as these provide opportunities for you to step in as a solutions provider.