It's Time to Rethink Your B2B Marketing Strategy

It's Time to Rethink Your B2B Marketing Strategy

6 Smart Questions That Will Change How You Approach Your Marketing

Did you know a whopping 47% of buyers are looking at 3-5 pieces of content before deciding to reach out to a sales rep? This means more of your potential customers are choosing to engage and connect with brands online first to determine whether you're an ideal solution for their problem.

You see, in a technology-driven era, people are simply buying differently. It's a buyers market where your clients are spending time educating themselves prior to making a purchasing decision. And the traditional methods of marketing and advertising are just not as effective in attracting these types of clients.

As a result, it's key that your B2B marketing strategy reflects the new ways of presenting and promoting your business to remain competitive and sharp in today's crowded market.

Wondering whether your marketing fits the bill for today's business customers? Here are six questions we've found to be helpful for our clients as they embrace digital marketing techniques. We promise it will change how you think about your B2B marketing!

Question #1  
Do you know who your customers really are?

Having clarity about your target audience (or buyer persona) is the foundation to creating valuable, high-quality content that speaks to their needs and pain points. With this at the center of everything you do, you’ll naturally draw clients to you because you're sharing information that intimately relates to their problems.

Consequently, your brand will be viewed as a thought leader in the industry because you're giving the people who need what you do exactly what they want.

Understanding and defining your target customers is so important to us that we've created this free resource on how to create your own buyer personas. It's perhaps the single most important thing you can do for an effective B2B marketing strategy.


Question #2 
Who are the right prospects for your business?

We have a saying in marketing: "If you attempt to market to everyone, you will reach no one."

In addition to being keen on your buyer persona, it's also important to identify the "right-fit" companies you want to do business with. Factors to consider include the industry they represent (and whether your team has the knowledge to properly service that industry) and if they have the budget capacity to hire your company. Ask yourself: What does my ideal client look like? What's their company size? What are their challenges?

Knowing which companies are the right prospects for your business will allow your marketing and sales teams to remain hyper-focused on quality leads to boost conversions and drive revenue.


Question #3 
How much of your company's sales time is spent on cold calling?

The days of successful cold calling are almost dead; it's dramatically not as effective or efficient as it was decades ago. Decision-makers are busy, the strategy is intrusive, and it takes a lot of nurturing to build trust this way.

Instead, inbound marketing, together with select outbound tactics, is a more strategic and respectful way to market that puts the buyer in control. Inbound marketing, in particular, attracts clients to you, not the other way around. Any by sharing value through content and education, customers are naturally drawn to learn more about your business because you're a credible resource to them. The result is warm leads that convert faster and generate better results.


Question #4 
What's your website actually DOING for your business?

Your website should be a hub that prospective and existing clients check out to stay informed, learn about your services, and to engage with your company.

It's dynamic, meaning, it should remain fresh with new content, offer more ways for people to connect with you, and convert visitors into leads by using valuable, free resources.

In short, your website should be working for you in a way that moves your business closer to generating the leads you need to achieve your sales goals.


Question #5 
Are you hindering your growth by under-resourcing your marketing?

Investing in a strong inbound marketing strategy is a key ingredient to standing out and giving your business the competitive edge it needs. A well-rounded marketing budget should include both funding and the allocation of internal resources, for initiatives like email campaigns, content development, collateral design and website upgrades. Together, these tactics can yield an amazing ROI when executed correctly.

Interestingly, 59% of B2B marketers say that email marketing is their most effective channel for revenue generation. Additionally, HubSpot reports that 79% of B2B marketers credit email as the most effective distribution channel for demand gen efforts, making it a great place to start.

Funding your marketing and scaling as you grow is an excellent way to move the needle in your favor.


Question #6 
Are you findable?

In other words, are you searchable? Having your prospective clients find you on Google creates a win-win for your business: you're deemed credible, it drives visitors to your website (improving your online presence), and it positions you to gain new clients you wouldn't have closed–or even found–otherwise.

Working with a digital marketing expert that specializes in search engine optimization (or the process of incorporating keyword phrases in your content that your audience is likely searching for online) is imperative in today's market.



In a technology-driven era, it's time to change the way you market. What worked yesterday simply may not be effective today. Your potential clients are leveraging technology to find you; it's important to show up when they're looking!

If you're ready to leverage fresh B2B marketing strategy to attract clients, we'd love to talk with you. Schedule a free, no-pressure consultation here.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Bonnie Nijst
Written by Bonnie Nijst

Bonnie Nijst has been a wire service bureau manager, and VP of sales for both a publicly traded broadcast communications company and an Internet startup. She has also served on boards for organizations focused on economic opportunity, diversity, public health and civic engagement. She is president and CEO at FIDGET. Email Bonnie directly at or call her at 323.658.8000.