B2B marketing is not mission impossible

Many B2B companies are apprehensive when it comes to doing marketing. The arguments (or excuses) vary, but usually sound like: “it’s too difficult”, “it’s not as exciting as B2C”, “it won’t pay off”. While it’s true that B2B marketing can be challenging – there are a lot of stakeholders and complex processes to deal with – it’s where the potential for finding the B2B sweet spot is greatest.

B2B marketing is hard, we admit that. But we’re a marketing agency, and we’re here to tell you it’s not impossible. This article will tell you why.

The world is digital, and so is marketing

You probably know this already (or at least we hope you do): you need marketing. When you operate as a B2B, good marketing will help you create brand awareness, establish yourself as a trustworthy partner, generate leads, as well as build and nurture relationships.

Nowadays, technology rules almost every aspect of our lives and it’s no different when it comes to marketing. Long gone are the days when flyers and magazines sent to your mailbox were successful initiatives. The dynamic digital environment has given B2B brands new means and opportunities to connect with clients and by 2025, 80% of B2B sales are forecasted to take place online.
It’s not just a good idea to tap into that – it’s unwise not to!

Strategy is your biggest ally

There are many ways to get creative with digital marketing: social media, video content, ads, blog posts, podcasts, webinars, etc. But we should probably tell you right away that not everything will work for you. Sure, podcasts are really cool to do and listen to, but if this is not what your audience wants, it means you wasted both time and resources.

This is where a strong strategy comes in; to help you focus your efforts on the right target market and achieve your objectives more effectively. We’ve seen many companies try to do a bit of everything, or try to do what worked for others, only to discover it doesn’t work for them. That’s why SparkForce is built on customization – there is no ‘one size fits all’ approach when designing and implementing digital marketing strategies. We look at each client and formulate a strategy based on their target audience and unique needs.

Another important thing to remember is that no strategy is bulletproof. Good marketing is about testing, optimizing, and iterating. When the first approach doesn’t yield the expected results, you need to try a different one. When something performs well, analyze how you can further implement it. We know from experience that being flexible and adaptable is the key to succeeding in marketing!

What is flexible digital marketing?

Where we’ve seen many companies get stuck – or even fail – is when they got locked in by a specific channel. They thought certain channels were promising and built their entire strategy around them.
That’s what prompted us to change the game and introduce a flexible, channel-agnostic way of doing digital marketing. Rather than having companies choose channels in the early stages when there is a great level of uncertainty, we  focus on finding the right strategy for them first before we select which channels to utilize. The channels we chose initially sometimes turn out not to be the the right ones. That’s no problem with a flexible approach, though. It’s much easier to change your channels later than having to change your entire strategy because you built it around specific channels.

B2B marketing is hard, but necessary (if you want to make it big)

We’re not denying that B2B comes with its challenges, but it’s also a rich territory for you to tap into. We’re talking about huge benefits, from increased revenue to becoming a top-of-mind brand.
All it takes is the right kind of digital marketing strategy; a flexible one with your needs and attributes at the center. That’s why we created SparkForce.