B2B Marketing Without Breaking The Bank
The Internet has certainly upended B2B marketing. Keep in mind that – when a customer visits your site or reaches out to you – he or she has probably done quite a bit of research. In other words, you need to find ways to become top-of-mind.
Yet marketing can be expensive – and far from perfect. The fact is that there is much noise in the market, which makes it tough to stand out.
Then what are some of the approaches to take to boost the results of your B2B marketing – especially when you do not have large amounts of resources? Well, to get help answering this question, I reached out to Shachar Radin-Shomrat, who is the Chief Commercial Officer at Voxbone. The company is a leading Communications as a Service (CaaS) provider of voice/messaging services and some of its customers include Zoom, Skype, BlueJeans and 8×8.
“When marketing on a budget, it is usually best to adopt a growth-hacking mindset,” said Shachar. “At Voxbone, we try to be adventurous to a degree but prepare to fail fast and correct course quickly. We are using data where we can to support our decision-making, but it’s often good old-fashioned creativity that makes the biggest difference.”
Interestingly enough, it’s a good idea to not even think and behave like a B2B brand. Instead, it’s better to approach things through the lens of a B2C brand. This will mean that you will be putting the experience of your potential clients front-and-center. Let’s face it, you are not dealing with a company; rather, it’s a person that will ultimately make the purchase decision. So emotion should be an important part of the messaging.
Now in terms of low-cost approaches, Shachar is a bit unconventional. She actually recommends looking at traditional channels. For example, out-of-home advertising (OOH) can be quite effective, such as remnant inventory for digital billboards. “In Voxbone’s case, we used OOH advertising to increase brand awareness among our prospects and the talent we are recruiting, as well as increasing brand searches and website traffic,” said Shachar.
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