B2B Marketing is changing.
Are you keeping up?
Why is it that the more exciting a company’s technology, the less exciting they make their marketing?
Most B2B brands are still living in 2015 – 30 page pdf whitepapers that never get opened. Endless blog posts that generate traffic with 90% bounce rates. MQLs that convert at negligible rates.
And the good news is you can now produce this mountain of mediocrity 10 times faster, thanks to Chatgpt.
Or … you can aim a little higher.
Working with us is like having your own team of brand experts, copywriters, designers, developers, search marketing experts, social media specialists and data analysts, only with no overheads and a fraction of the wage bill. We take complete ownership of your digital marketing and even work on-site where required.
B2B marketing is not complicated.
The first step is to realise that no such thing exists – there is only marketing.
Sure, the channels might be a little different. But you’re still selling to humans. And whether they’re in the office wearing a suit or at home watching the football, they’re still just a fragile heap of emotions, driven by stories, desires and (most of all) fears.
You guys in SaaS are all about the data – we get it. And one of the reasons you’re drawn to digital is the ability to track everything, right?
And this is where things get tricky. Because in truth, there is an awful lot in SaaS marketing that can’t be tracked. Whether you call it “dark social” or “dark attribution” (or even just “brand” for that matter), it’s now accepted that some channels are a lot easier to measure than others.
For instance, you’ll probably get a pretty good sense (although not perfect) of your ROI from PPC. But SEO is much more complicated. And social media is almost impossible.
You can’t track when someone forwards an email. You can’t track when someone shares a post on WhatsApp. You can’t track LinkedIn DMs. And you can’t track track one person telling their colleague to “come look at this cool demo”.
B2B buyer journeys are complex yet attribution models are simple, and create a bias towards those channels that offer a degree of purchase insight.
We work with you to better understand the possibilities and limitations of data, and build reporting models that facilitate long term strategy alongside short term tactics.
Not so long ago the rules were simple – 3 MQLs = 1 SQL and 3 SQLs = 1 piece of closed business.
There was just one small problem – it was bollocks.
MQLs (marketing qualified leads) convert at an almost negligible rate across B2B. Just because someone has given you their email address in return for some shoddy white paper (or “Shitepaper” as they should probably be called), does not mean they want to be sold to.
Does this mean you shouldn’t create long form, high value content? Absolutely! But your real metric here is – did they actually bother to open and consume it?
That’s where Boss comes in – we help you create content that grabs the reader by the eyeballs and drags them into the funnel.
Your customer has questions and they’re probably going to Google to answer them.
In fact, the typical B2B SaaS buyer will be 85% of the way through their journey before they pick up a phone and speak to a human.
Google knows this, and wants to deliver those websites that help them arrive at that 85%. The question is, will it be yours or will they have to find the information elsewhere?
With all our focus on creativity, you might assume we’re a little skeptical about AI within marketing.
You’d be right. Most of the claims you hear from “AI gurus” and “Prompt engineers” on LinkedIn are 24 carat bollocks.
But that doesn’t mean we’re not looking for every feasible way to accelerate and amplify our activity. Whether it’s creating landing pages at scale, spinning whitepapers into blogs, generating new content ideas or bringing our work to life visually, we’re obsessing over all the ways AI can take our talented team of humans and magnify their impact.
Email is as powerful as ever in B2B.
However, as with most things, it comes down to the detail:
In order to avoid “analysis paralysis”, a small number of headline metrics at both brand and commercial levels should be agreed upon, along with the frequency of updates. We typically find that weekly mini-reports ensure constant momentum without disrupting day to day activity. But ultimately, it’s what works for you.
Frequently Asked Questions about Digital Marketing for Technology Companies
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