Buzzwords in B2B Marketing: A Beginner’s Guide
In the world of B2B marketing, buzzwords like account-based marketing (ABM) and intent data have become increasingly prevalent. While these concepts can be valuable when integrated effectively into a marketing strategy, the abundance of industry jargon often makes it challenging for marketers to discern what is truly innovative.
According to Michael Brenner, CEO and founder of Marketing Insider Group, the key to cutting through the noise is to stay focused on the core principles of effective marketing. In a recent discussion with G2 Advisor Mike Weir on GTM Innovators, Brenner emphasized the importance of contextual content, audience-centric messaging, and a human touch in marketing.
Understanding the Core of Marketing
In today’s rapidly evolving B2B landscape, it’s essential to remember the primary objective of marketing: acquiring new customers. However, relying solely on ads is no longer sufficient. Instead, Brenner suggests focusing on creating helpful content that resonates with your target audience. This approach, known as content marketing, aligns marketing efforts with the buyer journey and attracts the right people to your business.
While buzzwords like ABM and buyer intent data can be valuable tools, they must be part of a larger acquisition strategy. By creating helpful content, you can utilize these channels to optimize your return on investment (ROI) for marketing spend.
Implementing the Contextualized Approach
Targeted marketing has long been championed as an effective strategy, but Michael Brenner suggests taking a contextualized approach. Instead of hyper-targeting, consider addressing broader industry concerns in your content. Brenner shares an example of a white paper discussing common industry challenges that outperformed a hyper-targeted brochure in the retail sector.
By finding people who are interested in your content and retargeting them with ads, you can better meet the immediate needs and interests of your audience. This audience-centric approach focuses on providing value rather than solely promoting sales goals.
Building an Effective Contextual Content Marketing Program
- Consistency: Commit to long-term consistency to build compounding returns.
- Audience-centric messaging: Create content that addresses your audience’s challenges and pain points.
- Find watering holes: Identify where your audience engages with your brand and ensure your marketing message is placed there.
- Measure your returns: Regularly evaluate the effectiveness of your marketing efforts and invest more in what works.
Finding the Sweet Spot
ABM, intent data, and contextual content marketing are not isolated strategies but rather complementary elements. Finding the optimal balance between these approaches is crucial for maximum impact. ABM helps convert the right people, intent data identifies potential targets, and contextual content marketing provides valuable resources for nurturing leads through the funnel.
By marrying these components and focusing on writing content that addresses audience pain points, marketers can achieve a higher ROI. Effectively targeting the challenges important to your audience will drive engagement and ultimately lead to more conversions.
Other Insights from Michael Brenner
In addition to the above, Michael Brenner discusses the role of technology in implementing contextual content marketing strategies and the importance of sustaining the human element in marketing.
While buzzwords may dominate B2B marketing discussions, their real value lies in how they are integrated into a broader marketing strategy. By focusing on creating helpful content, adopting a contextualized approach, and finding the right balance between various strategies, marketers can drive higher ROI and effectively acquire new customers.
To learn more from Michael Brenner, watch the full episode on YouTube. For other insightful conversations with GTM experts, subscribe to the GTM Innovators podcast available on various platforms.