From Boring to Brilliant: How to Shake Up Your B2B Marketing Strategy

Feeling frustrated by the lacklustre results of your B2B marketing efforts? It's time to wake up to the B2B engagement crisis. Business consumers are growing weary of conventional, conservative marketing tactics. A plethora of reputable sources have, for some time now, highlighted alarming statistics indicating a decline in B2B engagement.

Ignoring the need to shake up your B2B marketing strategy will only diminish your chances of achieving a satisfactory ROI, or worse, lead to a downward spiral of ROI expectations. Moreover, it risks stifling the true growth potential of your business.

So let's not hang about - here's your head start on crafting compelling and effective marketing campaigns that stand a much greater chance of prompting action from business consumers:

(N.B - these tips do not throw regulation to the wind. Regulated industries and pharmaceuticals, for example, must always maintain marketing compliance).

#1 - Keep it simple

We often hear the misconception that every intricate detail of a product or service must be communicated in a B2B ad, regardless of format. Consumers are consumers, irrespective retail or business. Clear, concise, compelling messages cut through and attract attention. Such messages not only cut through the noise but also captivate attention, increasing the likelihood of desired actions.

Stay focused on the single main point to be communicated; as tempting as it is, don't try to add in extras or complex information. Secure the first action you want someone to take and there will be ample opportunity to cement the core message with further proof points as they progress through the campaign journey with you.

#2 - Credible content

Are you incorporating relevant content into your B2B marketing strategy? B2B consumers are seeking high-quality, informative content that adds value to their decision-making process. Demand Gen Report's "Content Preferences Survey" found that 95% of B2B buyers prefer credible content from industry thought leaders when making purchasing decisions. (And here's your opportunity to add in those extra proof-points too).

Marketers who prioritise content quality and thought leadership are more likely to capture the attention of discerning B2B buyers.

#3 - Problem > solution focused

You must be clear on your target audience's pain points and opportunities and communicate a compelling solution. Depending on your business offering, this could result in multiple segments within your target audience - you need to craft tailored messaging that resonates with the specific needs of your audience. On-point relevance is key.

Casting the net wide wide with a catch-all, generic message will likely get passed-by. It's wasteful of your media budget and can be minimised with careful targeting and tailored execution. If your budget is limited, you will need to choose a priority segment to avoid spreading your resources too thinly.

#4 - Challenge conventions

Dare to challenge industry expectations and B2B marketing etiquette. Be bold with your messaging; create stand-out visuals that don't conform. Address controversial topics within your niche. By sparking curiosity and initiating thought-provoking discussions, you can attract attention and position your brand as innovative and forward-thinking.

You have just one second to interrupt and capture a browser's attention. Change your mindset from 'safe' to 'scroll-stopping' and create content and that are irresistible to pass-by. Think more B2C and less conservative; business consumers want to see visually interesting content. You'll want to get moving before the tide changes in the Sea of Sameness.

#5 - Value exchange

Your audience will only take action if they perceive it to be a fair 'transaction'. Whether it's handing over their data, a document download or a video view - your marketing proposition has to give the consumer enough perceived value to warrant the exchange. The hard-sell is rarely effective and, in fact, can evoke feelings of distrust.

If data capture is your initial goal, consider offering access to exclusives insights; high quality whitepapers, webinars with thought-leaders; virtual demos, to make the data transaction worthwhile.

Final Thought

The evolving B2B marketing landscape demands a bold response to combat declining engagement. Consumers are inherently selective about where they invest their time and attention, demanding tangible value in return. The door is wide open for stand-out creativity.

Businesses that challenge conventions, simplify their messaging, segment wisely, stay solutions-focused and deliver quality content will be rewarded with higher engagement and ROI.