200+ calls and meetings with marketers over the past year, one thing stood up:
Most marketers are still stuck in the early 2010s.
๐ Running Google Ads and Meta campaigns on autopilot (a few at a time)
๐ Pumping the same volume of 1,200-word TOFU articles for traffic growth
๐ Outlining features and solutions instead of ICP-relevant problems
๐ Posting non-personalized, generic, regurgitated social content
๐ Sitting on email lists that never get nurtured
๐ Counting partnership as a GTM channel with no effective campaigns within their network
๐ Subscribed for 30+ tools that rarely get used (if at all) across the organization
Conversations revolve around negative ROAS, marketing inefficiencies, offers not resonating with customers, churn going up – and prices being questioned.
Instead, what strategies perform effectively for B2B this year?
1. Paid ads to MOFU content โ
Traditional funnels get overwhelming attention to top or bottom campaigns, while MOFU is incredibly effective…
When buyer-level tracking is enabled.
TOFU content is generic and gathers everyone and anyone. Chatbots now deliver answers automatically.
BOFU is too advertorial and offputting for prospects who need to to their research.
Building more detailed guides and automated tools with no strings attached + email drip campaigns and powerful newsletters perform drastically better.
2. Brand initiatives > PPC โ
Paid ads are underperforming with traditional playbooks, performance marketing is taking a back seat.
Executives moving back on top of the helm – engaging in PR, social communities, and social media.
Founder-led content backed with authentic thought leadership + executives strengthening the brand at the forefront.
A buyers’ market is self-served. Connecting directly to veteran leaders delivers results.
Podcasts, interviews, AmA sessions, newsletters and PR generate awareness.
3. Rapid offer iterations โ
As old offers underperform, launching lite plans or one-off solutions delivers EXTREMELY WELL.
Customer acquisition with lower ticket offers is far more approachable. Our partners now offer services, packages, plans at a fraction of their regular cost, with limited support and leadership oversight but providing access to their core systems.
A great acquisition mechanism that grows the portfolio – and will accelerate growth through upsizing small contracts in a year when the economy is in a better shape.
The vast majority of our work at DevriX is not GTM campaigns and rapid experimentation (new landing pages, testing offers and price points, automating ops). This is in high demand today.
The current B2B landscape is transforming rapidly – catching up for the past 5-10 years of stalled playbooks. Successful leaders adapt and are pivoting to the new normal.
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๐ I cover the current B2B trends and playbooks that deliver results. Follow me Mario Peshev for ongoing insights.
๐ Repost to match ICP and B2B needs and stabilize the economy.,