How to make your B2B marketing campaigns a resounding success
Posted: Sat Jan 18, 2025 9:10 am
The words 'inspirational', 'B2B' and 'campaigns' do not seem to go hand in hand. B2B companies generally find it difficult to develop creative marketing campaigns. In many B2B companies, the products and services are not very sexy and coming up with 'out-of-the-box' campaigns can be quite a challenge.
But creativity is not the only prerequisite for rolling out successful marketing campaigns in a highly competitive market. In this article, I will share a number of tips that I believe contribute to the development of successful B2B marketing campaigns. And I am talking about outbound campaigns – but with a modern approach – because in my opinion, they are definitely not a thing of the past .
Ask yourself who you are doing it for
Start where every marketing action (both inbound and outbound) should start: ask yourself which buyer persona the campaign is intended for. Your buyer persona is the foundation; it determines the tone of voice, the proposition that is central to the campaign and the type of campaign.
By putting yourself in the shoes of your target group and preferably by conducting thorough buyer persona research, you increase the chance that your marketing campaign will appeal austria telegram number list to your target group and achieve the desired effect. For example, do you work at a financial institution? Then controllers may be most enthusiastic about a playful campaign via direct mailing, while CFOs may be more charmed by a substantive campaign via e-mail. Let insight into your buyer personas guide you in this, but also ensure that you continue to test the most converting type of campaign with your various target groups.
B2B Campaigns
Don't be satisfied too quickly and segment further
And once you have a clear idea of which buyer persona your campaign is aimed at – for example, the CFO – don’t be satisfied right away. The more accurately you segment, the greater the chance of success. Go a step further and segment by sector and company size, for example. And of course, tailor your campaign message to this. For example, you can develop a general campaign for ‘the CFO in general’ where you adapt the text of your direct mailing or other medium to, for example, the sector.
But creativity is not the only prerequisite for rolling out successful marketing campaigns in a highly competitive market. In this article, I will share a number of tips that I believe contribute to the development of successful B2B marketing campaigns. And I am talking about outbound campaigns – but with a modern approach – because in my opinion, they are definitely not a thing of the past .
Ask yourself who you are doing it for
Start where every marketing action (both inbound and outbound) should start: ask yourself which buyer persona the campaign is intended for. Your buyer persona is the foundation; it determines the tone of voice, the proposition that is central to the campaign and the type of campaign.
By putting yourself in the shoes of your target group and preferably by conducting thorough buyer persona research, you increase the chance that your marketing campaign will appeal austria telegram number list to your target group and achieve the desired effect. For example, do you work at a financial institution? Then controllers may be most enthusiastic about a playful campaign via direct mailing, while CFOs may be more charmed by a substantive campaign via e-mail. Let insight into your buyer personas guide you in this, but also ensure that you continue to test the most converting type of campaign with your various target groups.
B2B Campaigns
Don't be satisfied too quickly and segment further
And once you have a clear idea of which buyer persona your campaign is aimed at – for example, the CFO – don’t be satisfied right away. The more accurately you segment, the greater the chance of success. Go a step further and segment by sector and company size, for example. And of course, tailor your campaign message to this. For example, you can develop a general campaign for ‘the CFO in general’ where you adapt the text of your direct mailing or other medium to, for example, the sector.