4 of the Smartest B2B Marketing Moves of 2020
Photo Credit: UserOnboard.com
However your business has been impacted by the pandemic, one thing is for sure: the game has changed.
Businesses are pivoting, markets are evolving, and technologies are being adopted at an accelerating pace. But what does this really look like for B2B companies?
Here are some of the smartest B2B marketing moves we saw in 2020:
Alignment with winning markets
Harshly impacted industries learned this lesson first. They literally *could not* continue doing business the same way. It was sink or swim from day one… and to swim meant rapidly adapting and aligning with winning markets.
Aligning doesn’t mean changing your markets, it could mean focusing on a more relevant and timely value-proposition. For example, if your leading value prop was employee engagement, maybe that also means better outcomes for customers, and so increasing customer retention can be a new tip-of-the spear.
If you were selling to distressed categories like hospitals, event planners, travel, etc. then it was smart to align with new categories entirely.
Promoting outcomes over services
People don’t buy your service, they buy what your service does for them. Buyers have little interest in services, and lots of interest in outcomes. Especially revenue generating and cost saving outcomes. As Jeff Winters (Harvard Business Review) said back in July “Pitch all deals like you’re pitching the CFO”. This is a timely lesson many businesses were forced to relearn.
(Really) tapping into your community
Your community lives within your LinkedIn connections, newsletter subscribers, and social following. These are the people who know you, like you, and at some level trust you.
The best B2B sales teams and companies tapped into their communities more during the past year than ever before to catch up, network and source new opportunities. In many cases your community is the shortcut to winning markets, too.
Investing in digital marketing for sales people
Without trade shows, events, lunches and coffees… how do you meet new people? If you guessed email, LinkedIn, and picking up the phone… you’re right. But how?
One of the best examples out there of digital marketing for sales people is the Predictable Revenue sales system by Aaron Ross.
The reason we like this system is because it’s hardly something new. It’s core sales activities scaled up using technology, process and best practices. It’s also possibly the most tried and true digital marketing system for sales people.
Learn more about Nerdwise Sales Solutions here:
https://www.nerdwise.com/sales-solutions
