If I had to pick just ONE strategy for B2B marketing, it would be this. If I had to sum it all up into one line: Become the expert for your dream customer.Don't be (just) a vendor. Be their go-to resource. Be the expert. Customers will follow. When I was a young marketing manager with no experience, I remember religiously following HubSpot's content. I didn't have a peer group. I didn't have much experience. But they were writing useful, practical content tailored to help me do my job. - Here's how to build a budget - Here's a framework for evaluating marketing bets Things like that. That content (quite literally) made me smarter at my job. Gong helped reps get smarter about sales. Drift taught a new way of doing marketing (chat vs. lead forms). This strategy can work for selling into sales, marketing, HR, finance, product, engineering, etc. Be the guide on your ideal customer's journey.I am sure you have examples like this from your experience - the companies you have followed and actually learned from (vs just seeing their webinar promos). Donald Miller’s great book Story Brand talks about the character (your customer) meeting the guide (you, the company) and I love that concept.How can you be the guide that gives your customer the plan to help them avoid failure and be successful?That’s the best B2B marketing playbook I know.But, hey what do I know. - Dave P.S. Reply back and let me know if this story resonates with what you’re doing at your company (or if you have any other examples of what has worked for you) |
