Creating Interest and Capturing Leads
B2B marketing presents unique challenges that require sophisticated strategies. Unlike the simpler B2C transactions, B2B engagements involve multiple stakeholders, each with distinct needs and concerns. This complexity demands marketers develop approaches that address various pain points and build trust across the decision-making committee. Today's discussion highlighted additional challenges posed by current conditions in the UK and Europe, including increased competition and budget constraints. While brand awareness and new technologies offer potential solutions to these competitive pressures, budget limitations add layers of complexity to their implementation.
Host
Joaquin Dominguez was joined by marketing experts to discuss the topic.
Guests
Isobel Bowdery, EMEA Vertical Marketing Manager at Fortinet
Liliana Osorio, VP of Marketing at Chattermill
Paula Ximena Mejia, VP of Enterprise Marketing at Wix
Richard Johnson, Marketing Director at Doorway
Jayde Phillips, Senior Strategy and Competitive Intelligence Manager at American Express Global Business Travel Solutions
Jamila Firfire, Director, Integrated Marketing, EMEA at Twilio
"It's important to recognize that 95% of the market is not actively seeking a solution at any given time. This reality underscores the importance of building brand awareness and staying top-of-mind so that when the need arises, your brand is the first they consider." Richard Johnson
Brand Awareness and Creating Interest
In the context of complex decision-making, brand awareness serves as a foundation for effective demand generation in B2B marketing. Tom Gatten from Adzact discussed the importance of leveraging brand recognition for market entry, explaining that a strong brand helps establish trust and recognition. Jayde Phillips from American Express Global Business Travel noted intensified competition from newer entrants, necessitating greater effort to differentiate and build trust among multiple stakeholders. She emphasized that continuous education and differentiation are crucial to ensure potential clients understand the unique value of enterprise-level solutions, which in turn facilitates demand generation in competitive markets. Richard Johnson added that 95% of the market is not actively looking for a solution, and the window time to influence stakeholders is relatively short. Having a strong brand in that context really makes a difference.
"For Wix, having a strong B2C brand significantly supports our B2B division. The recognition and trust built in the consumer market make initial engagements with business clients smoother and more effective." Paula Ximena Mejia
Paula Ximena Mejia highlighted that for Wix, having a strong B2C brand significantly supports their B2B division, making initial engagements easier. Jamila Firfire from Twilio shared their strategy of focusing on a single category where Twilio is present, allowing them to start a full-funnel campaign from brand awareness. This approach has shown better results at lower costs. Isobel Bowdery emphasized that in industries like cybersecurity, where trust and reliability are paramount, maintaining strong brand awareness is essential for demand generation.
"Building brand presence outside the US has been a strategic focus for Twilio. By concentrating on specific categories and initiating full-funnel campaigns starting from brand awareness, we’ve seen better results at lower costs. This approach allows us to establish trust and recognition in new markets." Jamila Firfire
Demand Enablement through Research and Personalisation
The panel agreed that the market is becoming more complex, necessitating more specialization and data-driven approaches. Integrating technology and innovation enables more efficient and effective outcomes. However, it comes at an extra cost, which requires internal stakeholder buy-in. Supporting potential buyers throughout their decision-making journey is crucial in B2B marketing. Tom Gatten introduced demand enablement, highlighting the need for tailored content and tools to help prospects build strong internal cases for new solutions. Paula Ximena Mejia emphasized the necessity of providing materials to convince different stakeholders within a company, ensuring prospects can champion the product or service.
The panel agreed on the importance of comprehensive market research and customer insights for effective demand enablement. They stressed that personalising content based on detailed insights helps craft messages that resonate deeply with different audience segments. Combining qualitative and quantitative data offers a holistic understanding of customer needs. Given that extensive research is often beyond marketers' control, providing easily consumable materials is essential. Understanding customer pain points, needs, and broader industry trends helps tailor strategies effectively, especially with limited budgets. The panel also noted that differentiating approaches for first-time purchasers versus those switching vendors is critical, as each group has distinct concerns and expectations.
Richard Johnson emphasized the importance of automation tools, AI, and machine learning in personalizing customer interactions and optimizing marketing efforts. Liliana Osorio pointed out that technological advancements allow for more precise targeting and data-driven decision-making, helping companies stay competitive and deliver more impactful marketing results. Isobel Bowdery discussed the role of emerging technologies in enhancing marketing automation and improving overall campaign effectiveness. She noted that staying updated with the latest technological trends is crucial for maintaining a competitive edge.
"Comprehensive research is crucial for understanding customer pain points and industry trends. Looking beyond internal data to include external market insights ensures we’re addressing the right challenges and positioning our solutions effectively." Jayde Phillips
Liliana Osorio and Isobel Bowdery noted that B2B relationships are for the long term, emphasizing that once committed to a vendor, frequent changes are impractical. Paula Ximena Mejia shared her experience in building strong business cases supported by data to demonstrate the tangible benefits of marketing investments. Communicating the long-term value of brand-building activities is crucial for gaining the necessary support and resources from internal stakeholders, ensuring marketing teams can achieve their goals effectively. Jayde Phillips mentioned using win-loss data to highlight the financial impact of marketing efforts and justify budget allocations. Isobel Bowdery added that clear communication of potential ROI helps in convincing stakeholders about the strategic importance of marketing initiatives. She emphasized that aligning marketing goals with broader business objectives ensures greater internal support. Richard Johnson also noted that, especially for smaller companies with lower contract values, selling to internal stakeholders like CFOs requires a "scalpel solution" that directly addresses their team’s problems and provides clear benefits that far outweigh the costs.
"B2B relationships are long-term commitments. Once a vendor is chosen, frequent changes are impractical, making it essential to build strong, enduring partnerships from the outset." Liliana Osorio
Customer Experience (CX) and Building a Community
Focusing on customer experience (CX) and building a community are key differentiators in B2B marketing. Prospects want reassurance from your customers before buying, and customers want to share best practices with their peers and learn industry trends. This community makes them feel they are not alone and can achieve better results collectively. Liliana Osorio highlighted that improving CX not only meets customer expectations but also builds stronger, more loyal relationships.
A data-driven approach is essential for continuously understanding and anticipating customer needs, enhancing overall CX, and driving long-term customer satisfaction and loyalty. Jayde Phillips added that positive CX can significantly reduce customer churn and increase advocacy. Isobel Bowdery emphasized that a seamless CX across all touchpoints is critical for maintaining customer engagement and satisfaction. She noted that every interaction, whether digital or in-person, contributes to the overall perception of the brand.
Event marketing and community building are powerful tools for nurturing leads and enhancing CX. Jamila Firfire from Twilio shared their success in using events to create meaningful interactions and build a strong community. Hosting small, focused events and creating spaces for valuable networking opportunities significantly enhance engagement and strengthen brand loyalty among the audience. Paula Ximena Mejia noted that in-person events are particularly effective for marketers who need to create memorable experiences for their prospects and customers. Isobel Bowdery mentioned the importance of creating an inclusive environment in these events to encourage open and valuable exchanges among participants. She highlighted that events provide opportunities for deeper engagement and learning, which are difficult to replicate in other formats. These are great examples of community building to enhance CX.
"A seamless customer experience across all touchpoints is critical for maintaining engagement and satisfaction. Every interaction, whether digital or in-person, shapes the overall perception of the brand, making it essential to ensure consistency and quality throughout." Isobel Bowdery
Future Trends
The roundtable discussion provided valuable insights into the complexities and strategies of B2B marketing. Key takeaways included the importance of brand awareness, thorough market research, personalized content, and a focus on customer experience. Additionally, the discussion underscored the significance of community building, leveraging technology, and securing internal stakeholder support. By addressing these themes, B2B marketers can navigate the challenges of their field and drive sustained success.
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