Tips for Successful B2B Marketing

Purva Mishra | November 20, 2021 | 175 views

Successful B2B Marketing
The pandemic has changed the marketing world to a great extent. Customers have tremendously adapted to online buying.

The pandemic has forced B2B customers to adapt to new ways of buying and selling. Customers are ready for online meetings and connecting digitally as far as the buying approach is concerned. The only thing that matters to them is that the solutions should answer their hurdles or challenges like personalization and strategizing marketing so

But for the selling process, B2B marketing strategies needed creativity. Companies had to put their heads together to convince a buyer through conversations on digital platforms. It was not easy. But B2B companies have taken up the challenge and managed to come out with flying colors.

Let us look at the changed scenario of B2B marketing.

The Changed Scenario for B2B Marketing


In 2020, when the world came to a standstill, people expected it was just a break, and they might return to their lives in no time. But this myth was busted when people had to adopt the new normal instead of going back to normal.

Every industry faced challenges, including the B2B industry. Imagine the industry, which had the habit of meeting decision-makers and convincing them with presentations, had to do all the work digitally.

But they found solutions after some months of struggles, and the businesses were back on track. Of course, there were difficulties on the way, but they answered every obstacle with time.

B2B marketing best ideas include account-based marketing, conversational ABM, personalized campaigns, correct use of data, and more. These paved a path for successful B2B marketing amidst the pandemic.

Thus, learning from them, we have curated a list of tips for successful B2B marketing.

Tips for Successful B2B Marketing


These best ways to market B2B are listed after diving deep into the struggles of B2B marketing. The experts of this area have experienced hurdles and implemented these solutions.

Have a Buyer-centric Approach


In an interview with Media7, Dmitry Chervonyi, Chief Marketing Officer at Belkins, stated that,

“If you don't solve your customers' problems and make their lives better, then it is a waste of time to do this kind of business.”

So, you understand how essential the customer is! These days it is more about the customer than about sales. Therefore, you must have a 360-degree alignment with the customer’s needs and preferences. Through this, you have better chances of conversion.

Take Risks


The market is very unpredictable post the pandemic. The companies that you thought may not require your service can be the ones changing the game. So, do not refrain from taking risks. First, of course, calculate the risks, but they take them.

For example, before the pandemic, some businesses may have invested massive resources in digital marketing. As a result, they might not see the results immediately. But meanwhile, the pandemic erupted, and Boom! They were the only ones who survived in the market.

Thus, the results of a calculated risk may be harmful or positive, but you either earn profits or learn something valuable from it!

Implement ABM


If you are a B2B marketer and have not implemented ABM in your marketing strategy, you need to do it immediately. Account-based marketing has the best conversion rate compared to the traditional methods.

And this is the best strategy to be implemented post the pandemic. The reason is that companies have various challenges and need immediate solutions. Thus, if you filter the best clients, address their struggles, and target them, they will waste no time in approaching your sales team.

But this is possible only when you design the best ABM strategy. Click here to know more about account-based marketing for B2B.

Have an Agile Approach


Clive Armitage, CEO at Agent3, believes that,

“We have to act as the eyes and ears of marketing innovation for our clients; they trust us to help them navigate the pace of change in the way that the process of marketing is evolving.”

It means that Agent3 changes its strategies and services as per the clients and market demands. They also keep the clients in the loop of the changes and innovations happening in the market.

Thus, have an agile approach. Be ready to change your marketing growth strategies and plans according to the conditions around you.

Be Future Ready


The example set by the rental car company Hertz shows how future-ready they are with their latest investment. Despite their business being affected by the pandemic, it resurfaced itself through trusted investors. But instead of following the age-old techniques of rental cars, they ordered 100,000 Teslas to electrify its fleet.

Not only did Tesla’s shares hit sky-high but, Hertz was all over the news. This critical investment defines how Hertz is making itself future-ready as it knows the future is electric cars.

This example explains how important it is to invest for the future, considering the changing customer demands. Hence, implementing the latest technologies like AI and machine learning in marketing campaigns can make you future-ready. Plus they also create a great impression in the mind of the customers.

And We Conclude


Remember, marketing is all about understanding your customers and delivering what they want. Once you know your customers, you have hit the bull’s eye. So hit targets by taking risks, investing in technology, and developing a personalized approach.

And most importantly, adapt to the changing world to thrive in it!

Frequently Asked Questions

How to identify a successful B2B marketing plan?

  • Analyze your marketing performance
  • Perform competitor analysis
  • Define your marketing goals
  • Identify your marketing budget
  • Implement the latest B2B marketing trends


How successful is ABM strategy in B2B marketing?


Account-based marketing guarantees a better conversion than traditional marketing methods. Plus, it is one of the most trending strategies in B2B marketing. As a result, companies have saved many resources and fulfilled their sales targets by incorporating account-based marketing.

Does ABM guarantee a 100% success rate?


Well, ABM guarantees a success rate that may be not 100% but surely more than any other marketing strategy. The success of account-based marketing depends on the personalized content and the tailored approach you provide to your clients.

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NextRoll, RollWorks | November 15, 2022

NextRoll, a marketing technology company that enables ambitious marketers to grow their businesses, today announced that it has promoted Roli Saxena to CEO, effective immediately. In her new role, Saxena is responsible for leading NextRoll's next phase of its transformation journey, as well as leveraging deep data and machine learning advantages to create new business opportunities. Saxena, who is succeeding interim CEO and CFO Peter Krivkovich, will continue to move the company forward on its path of product-led growth in the marketing technology space. She will oversee overall company performance for both of NextRoll's two business units: AdRoll, its marketing and advertising platform for eCommerce brands, and RollWorks, its account-based marketing platform to help B2B companies grow revenue. Additionally, she will be responsible for building on the already strong culture that NextRoll has for its employees - creating company-wide initiatives that drive diversity and empowerment for current and future talent. "I am thrilled to be leading NextRoll in this role during such a pivotal time of growth for the company," said Saxena. "I am thrilled to be leading NextRoll in this role during such a pivotal time of growth for the company," said Saxena. "By tapping into our core machine learning and data capabilities, we are solving critical challenges for our customers. I look forward to leading us through what's next on our journey. During my period with AdRoll, I've been incredibly impressed with the DE&I standards that NextRoll has in place. I am thrilled to be able to expand upon that and ensure that diversity, equity, inclusion and belonging continue to be in the fabric of our culture, an approach that ultimately benefits everyone involved." Saxena joins NextRoll from the company's eCommerce focused business unit, AdRoll, where she spent more than a year and a half serving as President. During that time, she helped shepherd incredible growth and traction in software and partnerships - hiring new talent and expanding opportunities with partners like Shopify. Prior to joining NextRoll, Saxena served as Chief Customer Officer at Brex, where she transitioned the company from a single product to a multi-product SaaS company, accelerating growth and transformation. She also headed up Sales and Customer Success teams at LinkedIn that were instrumental to the company's IPO and its growth to more than three billion dollars in revenue. "I've enjoyed watching Roli grow in her current position with AdRoll over the last few years, and I couldn't think of a leader more suited for NextRoll," said Krivkovich. "Roli's experience and compassion made her the obvious choice to take over the reins and I feel confident stepping away from this role knowing that she will be there to drive incredible growth, just like she has done with AdRoll." Along with her role as CEO of NextRoll, Saxena will also temporarily continue to serve as President of AdRoll. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote friendly company headquartered in San Francisco, CA with additional offices in New York City, Salt Lake City, Dublin and Sydney. To learn more visit www.nextroll.com. About AdRoll AdRoll is a marketing and advertising platform that helps ecommerce brands grow revenue and save time on one streamlined platform. Make web ads, social ads, and email work together and more effectively run, measure, and optimize your marketing efforts. Powered by industry-leading automation and personalization, AdRoll's machine learning capabilities analyze real-time advertising data to drive traffic and sales. AdRoll helps customers generate more than $246 billion in sales annually and has been used by over 140,000 brands since 2006. Get started today at www.adroll.com About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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mCloud Integrates with Google Cloud to Accelerate Revenue Growth and Maximize Cost Efficiency

mCloud, Google Cloud | November 02, 2022

mCloud Technologies Corp. (Nasdaq: MCLD) (TSXV: MCLD), ("mCloud" or the "Company") a provider of cloud technology solutions optimizing the performance, reliability, and sustainability of energy-intensive assets today announced it has implemented a new go-to-market plan on the back of its recent announcement it had entered a strategic partnership with Google Cloud. As announced on October 27, 2022, this strategic partnership closely integrates and aligns the Company with Google Cloud to jointly co-market, co-sell, and deliver AssetCare sustainability solutions to customers worldwide, starting with specific customers already working with both companies globally and in the United States, Canada, UK and Europe, Saudi Arabia, Malaysia, and Japan. These activities will widen the AssetCare business and expand mCloud's customer base. As a result of this integration, mCloud expects it will benefit from greater than 25% improvements to its cost structure beginning in calendar Q4 2022 and fully in place by end of Q1 2023. These optimizations include an approximate 25% reduction in headcount already implemented in Q3 2022, aligned with the Company's exit from its Technical Project Services business (see below), along with sustained improvements to costs associated with sales and marketing and research and development as these align with Google Cloud. Go-to-Market Plan Specifics with Google Cloud Account-based sales with Google Cloud: mCloud has already taken action to collaborate and coordinate with Google Cloud to define and kick-off joint sales with key accounts globally. These joint sales activities are focused near-term on annual recurring revenue ("ARR") growth through the close of immediate AssetCare opportunities, complemented by longer-term account plans that increase account ARR through mutual up-sell and cross-sell of AssetCare and Google services. Exit from Technical Project Services: With joint mCloud-Google Cloud sales activities now underway, the Company decided in Q3 2022 to fully exit its Technical Project Services business in favor of focusing the Company's resources on higher-margin AssetCare growth. The renewed focus on AssetCare sales and delivery enables mCloud to leverage the continued customer access it achieved through its Technical Project Services business in western Canada. These customers are now among the key accounts being jointly targeted by mCloud and Google Cloud. The Company reduced headcount primarily in the areas of direct delivery of professional services, retaining the data and expertise from this business, which remains invaluable in the development and delivery of AssetCare worldwide. Retirement of low-value legacy connected assets and workers: As the Company integrates AssetCare with Google Cloud, the Company has also elected not to continue delivering or pursuing the renewal of numerous assets and workers contracted early in mCloud's history. Most of these connected assets and workers are from disparate small-box retail facilities that would not see any direct benefit from the transition to Google Cloud and relied on legacy infrastructure that will be made obsolete with AssetCare on the Google Cloud Platform. Growth from sales jointly with Google Cloud is expected to rapidly make up and exceed the minor recurring value of these connections. Migration and integration of AssetCare technologies with Google Cloud: Technology development activities to move AssetCare to Google Cloud are already underway. For customer applications such as AssetCare connected worker capabilities using Agnity communications capabilities, the move to Google Cloud will mean faster deployment, streamlined onboarding by way of eliminating legacy dependencies on virtual machines no longer required on Google Cloud, and a more powerful, more precise, and more robust user experience via AssetCare capabilities in the field. Auto dealerships focus in North America: mCloud and Google Cloud are also jointly pursuing the digital transformation of auto dealerships, aligned with mCloud's focus on delivering electric vehicle (EV) charging optimization capabilities at these facilities. Google offers unique workplace solutions for auto dealerships that translate into an even more compelling AssetCare value proposition for auto dealerships looking to digitalize their operations. Announced on May 5, 2022, mCloud has worked with Carbon Royalty Corp throughout this calendar year to advance this growth focus. Carbon Royalty Corp has provided mCloud with the working capital to implement AssetCare at auto dealerships, including the purchase of required permit applications, hardware, and the support needed to develop carbon credits and foster the generation of carbon offsets. With the Google Cloud partnership now in place, mCloud has approached Carbon Royalty Corp with the possibility of potentially restructuring the original agreement while Carbon Royalty Corp continues to operate and manage the carbon credits and all other offsets jointly generated by mCloud and Google Cloud. While no agreement has yet been reached and there is no guarantee such an agreement will be achieved, mCloud and Carbon Royalty Corp are working toward a mutually beneficial arrangement where mCloud returns the deployed capital used in customer deployment, permitting, and solution development, evolving the relationship to one focused around leveraging Carbon Royalty Corp's expertise to manage and develop carbon credits and carbon offsets across all joint mCloud and Google Cloud activities, tracked through AssetCare for a fixed royalty rate. mCloud President and CEO Russ McMeekin offered additional commentary on the plan: "The nature of our strategic partnership and integration with Google Cloud includes mechanisms for contracting via Google Cloud as the contracting entity to end customers. As a result, the details of customer contracts must remain confidential in accordance with Google Cloud policies." mCloud President and CEO Russ McMeekin offered additional commentary on the plan:"The nature of our strategic partnership and integration with Google Cloud includes mechanisms for contracting via Google Cloud as the contracting entity to end customers. As a result, the details of customer contracts must remain confidential in accordance with Google Cloud policies. As announced earlier this week, we are moving very quickly to join forces with Google Cloud in co-selling AssetCare worldwide to drive ARR growth. mCloud and Google Cloud together is truly a sum greater than its parts." About mCloud Technologies Corp. mCloud is unlocking the untapped potential of energy-intensive assets with cloud-based solutions that curb energy waste, maximize energy production, eliminate harmful emissions, and get the most out of critical energy infrastructure. Through mCloud's portfolio of AssetCare™ solutions, mCloud enables asset owners and operators in energy- and asset-intensive industries such as oil and gas, wind, and commercial facilities to use cloud-based digital twins, AI, and analytics to optimize asset performance, reliability, and sustainability. mCloud has a worldwide presence with offices in North America, Europe, the Middle East, and Asia-Pacific. The company's common shares trade in the United States on Nasdaq and in Canada on the TSX Venture Exchange under the symbol MCLD. Visit mcloudcorp.com to learn more.

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RollWorks Announces Open Beta of Contact Insights

RollWorks | November 04, 2022

Account-based marketing platform RollWorks, a division of NextRoll, today announced the beta version of Contact Insights, a capability that helps B2B sales teams prioritize and develop more personalized and refined account-based strategies. Contact Insights surfaces contact-level data (name, email, title, department) in a single source of truth, and provides the ability to add contacts directly to a sales sequence from within Sales Insights, helping sales teams streamline workflows, build out the buying committee at a target account, and easily prioritize and personalize outreach. "Sales' ability to deeply segment allows them to be more compelling and relevant with the entire buying team based on where they are in the sales process, but also on stakeholder goals, challenges, and success measures," said Shawn Cook, VP of New Business Sales, RollWorks. "Sales' ability to deeply segment allows them to be more compelling and relevant with the entire buying team based on where they are in the sales process, but also on stakeholder goals, challenges, and success measures," said Shawn Cook, VP of New Business Sales, RollWorks. "With Contact Insights and the Outreach integration, sellers can move prospects into sequences by fit and behaviors based on what's happening in the sales cycle. Imagine sequences for accounts where fewer than three contacts are engaged with the goal of driving consensus. Or triggering a competitive differentiation sequence automatically when a competitor's name is raised in a call. Who wouldn't want to trigger digital responses without the manual approach?" RollWorks' new integration with Outreach enables organizations to take timely action by adding contacts directly to an Outreach sequence right from within the CRM. With RollWorks Contact Insights, sales teams can: Streamline their prospecting by accessing account and contact-level data in one place and take timely action by adding contacts to a sales sequence from their CRM Get more responses by prioritizing contacts and personalizing messaging for each persona Identify gaps in the buying committee and determine contacts needed to get multi-threaded Upcoming Contact Insights features will surface additional first party activity data, such as email opens and campaign touchpoints, for known contacts within the CRM platform to help sales better prioritize contacts for outreach and personalize messaging based on engagement activity. RollWorks Contact Insights is part of RollWorks' larger Sales Insights solution, which prioritizes accounts for sales outreach using data science models to uncover signals of an account's engagement with a company's website and ads. Contact Insights is available to all RollWorks customers that have Salesforce or HubSpot CRM integrated and an Outreach subscription. Learn more about how RollWorks Contact Insights can help you better prioritize and personalize your outreach. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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