Many business-to-business (B2B) companies reach a point in their marketing efforts where they can no longer grow or expand their operations. This "plateau" can prove difficult to break free of. Instead of increasing their customer base, they hold steady with their current numbers. If this sounds like a familiar scenario, you should consider the following tips to scale your B2B marketing campaigns and break free of this plateau.
Content marketing is a simple and effective way to scale B2B marketing. According to a survey conducted by the Content Marketing Institute (CMI), 73% of B2B marketers rank content creation as being one of their top priorities. With nearly three-quarters of B2B marketers using content marketing, it's safe to say this is a powerful tactic to reach new customers.
In the most basic sense, content marketing involves creating articles, videos, photos and other content to attract prospects. The general idea is to publish content that's relevant to your target audience. And when prospects find your content, they may contact your company directly to learn more about its products or services.
Are you automating marketing tasks? If not, you should be. Granted, not all B2B marketing tasks should be automated. Some tasks like handling customer inquires should be done manually. However, there are still some tasks that you can automate, and doing so will promote more efficient use of your time and resources.
Some of the B2B marketing tasks that you should consider automating include confirmation emails and lead nurturing. Assuming you have a customer relationship management (CRM) solution, you should be able to automate these and other tasks.
You don't have to necessarily increase your customer base to scale your B2B marketing campaigns. Selling to existing customers, for instance, can also help to grow your campaigns.
According to Harvard Business Review, selling to a new customer costs up to 25x more than selling to an existing customer. Existing customers have already been "vetted," and they've already give you their seal of approval. Therefore, you should direct some of your marketing efforts towards them.
If you want to succeed with B2B marketing, you need to reach the decision makers. Upper level executives, for instance, are more likely to buy a product or service than a receptionist. So, try to make your way past the "gatekeepers" and ultimately reach the decision makers.
These are just a few tips to help scale your B2B marketing campaigns. By utilizing these strategies, you'll have an easier time attracting customers and growing your business.