We help B2B companies facilitate growth through brand awareness, pipeline acceleration, and demand generation by mapping marketing and technology to sales.
B2B companies either focus too much on sales and not enough on building brand, or they have the formula wrong at 10% marketing and 90% sales when it should be 90% marketing and 10% sales. We help B2B companies overcome marketing inertia and improve the balance of marketing and sales to ultimately improve lead generation, conversion rates, and customer retention. We do so by integrating engaging messaging and creative with pipeline development and demand generation.
A lot of B2B marketing is self serving and treats the branding process like job interviews. The same is the case with B2B sales – purely focused on conversions and getting to the finished line. The mistake that B2B companies often make is in thinking that “boring” or complex industries or services don’t fit into the typical marketing value chain. That couldn’t be further from the truth.
We help B2B companies reposition their sales process by focusing on creating value and building brand as a more organic approach to generating, nurturing, and converting new business. We help clients rethink what the brand means to the customer by becoming an educational brand or acting like a media company. Both drive brand value back to business impact and creates an organic selling machine.
Account Based Marketing
We help our B2B clients treat their key accounts as a market in their own right by employing personalized programs, messages, and content to move them towards the goal. Through a methodical funnel process, we’ll continue to build the brand’s value with these key accounts until the end goal is realized.
Multichannel Demand Generation
We use a pipeline acceleration model to develop and execute a series of strategies, tactics, campaigns, and assets to shorten the sales cycle, generate high quality news, and convert new business. We also use marketing and technology to map to sale by integrating engaging messaging and creative. This approach covers the entire customer lifecycle from top-of-the-funnel purchase triggers to fully-formed relationships.
A fully integrated sales strategy using a funnel approach is not effective without brand engagement, and we don’t mean this in the sense of the soft metrics like impressions or name recognition. In a B2B context, we build brand by driving thought leadership through insight-led content.