The world of digital marketing is buzzing with software and strategies, and for most founders, it is incredibly confusing to navigate this terrain. It seems that every software product or consultant is willing to make a promise to grow your business; sounds great in theory but actually execution tends to be weak.
The general challenge of digital marketing and growth is to see the forest for the trees, to work with the big picture and not get lost in the details.
If you are trying to grow a B2B startup, the question is how you can take advantage of the right tools and strategies to secure the highest quality leads and bring them into your funnel. Digital marketing tends to be very good at this, but only under the condition that you know what you are doing.
At Kasuria Group, we’ve worked with a number of different strategies on the B2B side. We’ve found some that work incredible, and others that work horribly. Furthermore, every business and every industry has a different set of clients with diverse pain points, so it is difficult to speak broadly about a singular strategy to works for B2B lead generation.
With that said, the strategy we outline below has been broadly effective for a number of our clients. We’ve found that it works beautifully in conjunction with businesses that have excellent models and a proven sales process. Give it a try yourself, or get in touch with us if you’d like to help us implement it.
Target Market Identification
In contrast to B2B, Consumer startups are often times fairly fluid in terms of their target market. For example, an Internet of Things startup that improves your Wi-Fi connection has broad appeal in a number of different markets - it may start by targeting young techies but pivot to wealthy home owners, a shift that requires very little changes in terms of underlying technology.
Thus, from a digital marketing perspective, the consumer archetype tends to be a looser hypothetical.
In contrast, a B2B startup generally needs to know its exact archetype from day one. Though pivots are still widely available, B2B startups address clear business needs from existing organizations. Since revenue for B2B startups comes from large annualized contracts, their products are often times specifically designed for the companies that they eventually hope to sell to.
If you are growing a B2B startup, it is extraordinarily important to define not only a loose archetype, but actually name the existing companies that you hope to market to.
For example, if you are designing a software tool that assists with financial planning and analysis at hedge funds, you should have a specific list of hedge funds that you will look to sell to at the end of the day.
If you have defined this list of prospect companies, then the next obvious step is to identify the decision maker or decision makers within any of these companies. Following from the previous example, you can build a list of CFOs at hedge funds across the country - given that these people will eventually be the ones who have the capacity to say “yes.”
With this list, you can find emails, phone numbers and more, and voila - you have developed the beginning of a high-powered ad targeting strategy.
Many lead generation strategies waste gobs of money attempting to search for their relevant prospects through keywords advertising, Facebook demographic targeting and more. While these strategies are invaluable in many realms, they are not as useful for B2B advertising because they waste money on impressions that are almost certainly not directed to the target market.
Since you have already built your target list, you can easily skip this step and build a custom audience through the use of the Facebook custom filter.
The Facebook customer filter allows you to manually enter individuals that you’d like to see your ad. All you need is an email address, and from there the filter will advertise to the Facebook accounts that match up.
Create your ads, turn on the filter, and suddenly, your target market (and no one else) will begin to see ads popping up in their Facebook newsfeed. If you make sure to set the pricing as cost per click, you’ll pay next to nothing until someone from your target market clicks the ads.
From the perspective of any B2B strategy, a dollar spent on driving a prospect closer into your funnel is a dollar well spent.
Once the prospect has clicked on the ad, then you can drive them to a landing page with a specific call to action. With the right collateral (download a free guide! Schedule a free consultation), they will enter their email address and successfully become a lead.
With that information secured, your sales team can take it from there.
As long as your target market is clicking on your ads, you are in good shape.
Even if they aren’t entering their email address on your landing page, you still have room for unlimited iteration until you are successfully capturing leads. This is, in fact, direct interaction with the market - giving you immediate feedback on how to tailor your brand and improve your perception with the target market.
The Road Ahead
Considering a B2B digital marketing strategy? How will you successfully drive prospects of high Annual Contract Value into your funnel?
Get in touch with us if you’d be interested in learning more.