Why are B2B brands forgetting their audience?

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With the rise of innovative technology and the emergence of new platforms, it’s not surprising that sales and marketing leaders are constantly experimenting with their strategies. But simply latching onto the latest trends without considering what’s right for your audience, can be extremely costly...

Why audience segmentation is everything…

Your marketing can be super creative and innovative but if you aren’t connecting with your audience on a personal level, you’re wasting your time.

The key to any successful B2B growth plan is delivering tailored content to the right audience, at the right time, in the right place.

To do this, you firstly need to align your marketing and sales strategies and work closely with your sales teams. Work out who and where your prospects are. i.e., what channel do they use most? How do they spend their time online? What interests do they have? Then you can create tailored content that attracts them.

Once you know who your audience is, what they like, where they spend their time etc. you also need to identify where they are in the buyer’s journey. For example, you probably won’t be very successful at inviting cold prospects to a live demo when they are still in the awareness stage.

B2B communications have transformed in recent years and the way businesses communicate with customers, prospects and partner brands is like never before.

Take software company, Sage, for example, who launched its first B2B ad campaign on TikTok for their national brand campaign 'Boss It'. Sage recognised TikTok as a great platform to tap into the SME market and connect and engage with a huge community of like-minded entrepreneurs and businesses.

As Steve Jobs once said, “Innovation distinguishes between a leader and a follower”. And that’s true but choosing a new channel or tech just because your competition is doing it, doesn’t mean it’s the right one…

Let’s say you’re a software company trying to target motor mechanics…

• Are you really going to get the best engagement online?
• Is this target audience actually active on the channels that you’re investing time AND budget into?
• Using LinkedIn as an example, do they even have a LinkedIn account and are the sales outreach tactics going to sit well with them via this channel?

The answer isn’t necessarily no. But without the time and research spent on thorough audience profiling, you can’t really justify your marketing and sales approach, let alone expect an ROI.

“Because everyone else is doing it” isn’t a marketing strategy

In fact, it’s just going to result in one of two things: You’ll invest thousands into marketing that doesn’t work at all or achieve mediocre results because you’re blending in with your competition.

And nobody wants to blend in online. Nor do you want to fall on deaf ears.

Businesses that want to achieve sales growth, need to align their marketing and sales strategies and keep in mind WHO they are speaking to.

It’s great that there are all these innovative tools and techniques these days. We have everything from LinkedIn ads, video prospecting, viral TikTok’s and more to choose from. But with too much choice comes paralyzing exhaustion.

It can be hard for marketers to keep up, let alone decipher which is the best place to get your B2B business in front of the right audience and convert them into meaningful sales qualified leads. But that’s where we come in…

We connect the disconnected

As a B2B sales growth agency, we look after your business as if it were our own. By blending intelligent data and real-time insight, we’ve created some of the most supercharged B2B sales growth programmes out there.

Our team of curious marketers transform businesses and achieve rapid sales growth for Paymentsense, Npower Business Solutions, Briggs Equipment and more. It’s a promise we live by to build sales overnight and brands over time. And we do this by identifying your ideal prospects and challenging the norm. We create the unexpected.

And we don’t just stop there. We motivate and nurture marketing qualified leads with personalised human telephony that really resonates to generate sales-ready opportunities.

Have a look at some of our recent B2B work here.

We know you wake up in the morning with a drive to make more money. Let’s talk about how we can help you do this by tailoring your strategies based on where your audience is all the way through the sales funnel. Get in touch on 01943 484 848 to find out more.

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This article is published by Golley Slater B2B.
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