Posted on : 2022-09-25 21:31:02
Article : Good morning, Monday management solution for the TASK 209- We no longer waste 58 hours washing our clothes. But we do waste countless hours scheduling meetings, aggregating data, orchestrating workflows and so on. These are the problems that modern B2B brands will solve. And those brands will be built by B2B marketers.
Once upon a time, on commercial premises far away there was a business. It had lots of products, services and even products that were a service. The business needed to market those to other businesses but it had a problem. In a crowded marketplace, it was hard for the business to differentiate itself. There were many similar businesses, all with their own products and services, targeting the same businesses and people within them. But one day, the business found a way to connect with sales leads much more engagingly and effectively and stand out from the competition. This is the story of storytelling in B2B marketing.
The marketing world moves fast. There are no guarantees that what works today will still work in a month – never mind in a year. Take Facebook ads. Four years ago, brands across the world spent a combined $3.2 billion on Facebook advertising – big money, but just a fifth of the amount spent on Google ads. Today, that figure has increased to more than $16 billion, with 92% of social marketers now using Facebook for advertising. In other words, it’s practically ubiquitous. Now we discuss on few more examples.
HubSpot: $271 Million Inbound Lead Generation Machine-HubSpot is a B2B marketing powerhouse. You can’t be in B2B marketing and not be familiar with them. HubSpot began as a CRM and marketing automation software but has quickly grown into an all-in-one marketing solution. Not only is their software impressive, but they’ve also become a thought leader in all things inbound marketing.
They quickly grew from 6.6 million to 271 million in annual revenue in seven short years with their B2B marketing strategies. They have followed the following Four strategies….
Category Creation: HubSpot essentially created the inbound marketing category. Their co-founder coined it for the first time in 2005, paving the way for Hubspot to become the ultimate thought leader. This catapulted their brand recognition.
Community Marketing: It created Inbound.org, an online hub for marketers to connect, learn, and find jobs. It quickly grew to over 170,000 members within just a few years.
Content Marketing: HubSpot wrote a book on content marketing. Not only do they dominate SERPs with content that ranks, but they have an insane library of downloads as well.
Micro-Influencers: It has nearly 300k followers on Instagram, thanks in large part to their partnerships with micro-influencers. They encouraged HubSpot partners to post original content promoting their software, which skyrocketed their following.
2. Shopify: Increased Revenue 90% in 365 Days- Shopify has been dominating the eCommerce market for some time now. They boast nearly 400,000 customers and over 100 million people buying from their websites. In 2018, they almost doubled their product revenues from $7.7 billion to $15.4 billion. Here’s how they did it:
Top of Funnel Content: Shopify dominates the top of the funnel on search engines, with over two million ranking keywords (like “ecommerce” and “online store”). Not only do they create great content, they also build awesome free tools.
A Sticky Free Trial Offer: Their bread and butter is the free trial. Once they have you on the site, they push the free trial hard. Shopify is such an impressive software, it’s nearly impossible for prospects to opt-out after using it for two weeks.
A Killer Onboarding Sequence: Once you’ve started your free trial, they convert like crazy through persuasive micro copy, timely CTAs (Commodity trading advisors), and great subject lines.
3. Intercom: $50 Million Annual Recurring Revenue (ARR)-Intercom is a massive software company dedicated to customer experience. It has grown rapidly over the last seven years and boasts more than $50 million in ARR. Not only that, but Intercom continues to grow without spending loads on sales and advertising. Here’s how they do it:
Dynamic Landing Pages: Intercom thrives on personalized content catered incredibly well to the user. Their landing pages convert.
Competitor Analysis: Intercom relies heavily on digging into their competitors’ SEO rankings, strategies, and tactics.
Semantic SEO: Many of their pages and posts rank for loads of key phrases rather than just a single target keyword. They achieve this through thorough, semantic B2B SEO efforts.
End point-Business to business marketing is important because most companies rely on the products or services of other companies to function. It’s very rare that the entire production and distribution process of an organization is 100% self-contained. For example, your favourite clothing brand likely sources their raw materials from farms and the fabric dies from chemical companies. Your favourite cell phone brand likely purchases the components of their devices from third-party companies and pays shipping companies to distribute the end product.
How are these vendor relationships formed? It all starts with identifying B2B marketing opportunities and then tailoring your branding and marketing message to a company that needs your products/services. In other words,B2B isn’t a niche, it’s a goldmine. B2C is our past, B2B is our future.
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