Three Marketing Essentials B2B Business Needs to Drive Growth in 2021

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March 16, 2021 3 min read
by Nat Korol

Is your B2B business struggling to achieve growth targets? 🎯

Having a talented sales & marketing team is important, but it’s not enough by itself. Consider this research by Gartner conducted with B2B buyers:

  • When B2B buyers are considering a purchase‚ they spend only 17% of that time meeting with potential suppliers
  • When buyers are comparing multiple suppliers, the amount of time spent with any one sales rep may be only 5–6%

Even if your sales team is great at closing sales in person, the challenge is to create as many quality opportunities as possible for them to do this.

In today’s B2B environment‚ this means:

  • getting better at catching buyers’ attention,
  • sparking their interest,
  • answering their questions, and
  • addressing their needs to make them more open to connecting with your team.

This is where marketing (or buyer enablement) can have a significant impact. To get started, you need to ensure your marketing and sales have a solid foundation to build on. These days, that means having key digital marketing assets in place.

Here are 3 key marketing essentials that every B2B business needs to drive growth.

Essential #1: Invest in your marketing technology stack

Key takeaway: It’s crucial that CRM and marketing automation systems are aligned with your goals, scaled to your business, and communicating with each other. When properly set up and strategically deployed, martech tools can supercharge your business results – something we see time and again when assisting B2B clients with closing the loop in their marketing and sales efforts.

Essential #2: Turn your website into a buyer-first resource

buyer-first website
Anthony Martino image via Unsplash

Key takeaway: Do you want your B2B website to function as a key business development tool? Then make sure it’s designed to fit seamlessly into your target customers’ buying journey. Also, provide the information your buyers are looking for in a clear, concise format that’s quick to find and easy to access. If you want your website to help your business, it first needs to help your customers.

Essential #3: Turn your social media into a listening channel that delivers value

Key takeaway: The opportunity to build relationships with your ideal buyers is undoubtedly on social media. As a resulting, B2B businesses and their team members that invest in building a thoughtful and sustainable social media presence through listening and providing value are well positioned to reap significant rewards this year and beyond.

How to turn a B2B website into a buyer-first resource