You wouldn’t construct a building without solid foundations, and nor should you try to build customer relationships without a solid base of information.
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Securing contracts through a tendering process is a vital business development strategy for most construction firms, and for good reason. However, taking a proactive brand building approach to your business growth as well, will unlock many new opportunities that may not otherwise have been available.
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B2B Marketing strategic planning has become lost in the sea of marketing tactics. Consider that in the 1970’s, the average person saw 500-1600 ads per day - there was TV, radio, print and a smattering of other media options to be considered. Fast forward to 2021, and research suggests that the average person is exposed to 6,000 to 10,000 ads per day, with an explosion of media choices driven by the digitisation of all media.
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It stands to reason that sustained revenue and profit growth is the long-term goal of most B2B businesses and yet, for many businesses they experience the cycle of boom and bust when it comes to business growth.
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There’s a sameness that has crept into the financial services marketplace – across the board from accountants to planners and brokers the brand colours, claimed expertise and the tone of voice is quite similar. It’s almost as if there’s an unconscious feeling of comfort and safety that we experience by being part of the ‘herd’ and thus we gravitate to what we know.
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The best marketing strategies offer a personalised customer journey that leads prospects gently through each stage of the buying cycle. Account-based marketing (ABM) takes this a step further by tailoring marketing campaigns to each and every prospect, offering a more personal approach to marketing.
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Quick tip – Look for a Digital Marketing AND Sales Agency.
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The Content Marketing Institute (CMI) found that 87% of B2B marketers use content marketing in their sales funnel to attract leads and drive engagement. Yet only 9% claim to be fully satisfied with their content strategy. .
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