Actionable Ideas for B2B Marketing

My responsibilities included overseeing localised campaigns for restaurants with specific needs to drive foot traffic. Geomarketed flyer distribution, local billboard campaigns, and radio advertisements were the primary tactics employed. Convincing franchisees and restaurant managers, many of whom were my parents’ age and possessed extensive marketing experience, to invest in these additional campaigns proved challenging. However, this experience instilled in me a valuable lesson that I continue to apply: comprehend the target audience, tailor the messaging accordingly, and meticulously track results (in this case, incremental sales), irrespective of the channel utilised. Since 2010, my professional endeavours have been primarily focused on the software industry. 

Despite the myriad of tools that have emerged over the past decade, I have endeavoured to uphold the aforementioned fundamentals. I have identified three distinct clusters of tasks.

For Software Vendors, my primary emphasis is on Performance Marketing. Digital marketing, encompassing email, SEO, paid search, and display advertising; Social marketing on platforms such as LinkedIn and YouTube; and Events, either hosting or participating in industry events to enhance brand visibility and foster networking opportunities, constitute the core activities. Complex offerings may necessitate Brand Awareness and Thought Leadership initiatives; in such cases, videos and content unveil immense potential.

Independent Software Vendors (ISVs) and Value-Added Resellers (VARs) require different tactics, and I have been involved in several campaigns tailored to their needs. Programmatic Campaigns involve automated, data-driven campaign management to purchase advertising space, ensuring efficiency and targeting precision. Syndicated Campaigns facilitate the sharing and distribution of content or advertising across multiple platforms to reach a broader audience. Lastly, Marketing Concierge Programs offer personalised marketing services to assist businesses in addressing their unique needs, from strategy formulation to execution (Go-to-Market Plans, Set Up & Execution, Reporting/KPIs, and Training). These programs aim to guide the business partners of vendors through the complexities of their processes, ranging from content management to MDF or BDF management.

Working with Startups implies most of the time a combination of the strategies and tactics described above, with an accurate need for both strategic guidance and hands-on roll-out.

I would like to share some of the most common hurdles and pain points faced by my clients, who range from large companies grappling with quarterly-based budgets and a relentless pursuit of rapid ROI, to small IT companies in need of marketing guidance for the planning and execution of demand generation campaigns. Do not hesitate to watch the TL;DR section if you miss time to read the articles.