5 B2b Marketing Strategies For 2017

By Author: Akshay Parit
Total Articles: 1
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Strategy 1: Display & Native Advertising
The ways that paid advertising is being used noticeably evolved during 2013. In 2014 this pace seemed to continue. It’s safe to say that paid digital campaigns aren’t going anywhere, in fact this channel is just getting warmed up.
Display Advertising
As an internet user, you likely already know what display advertising is. Back in the day these came in the form of irrelevant banner ads and have slowly moved towards more relevant and targeted campaigns.
We’re starting to see publishers and social media networks alike shifting from earned to paid media. It started with Facebook and now other platforms are starting to move in that direction. So what can you do to keep up as things steadily change?
Native Advertising
Back in August, John Oliver did a highly amusing piece on how Native Advertising is ruining journalism. If you watched it to the end you may have seen the humorous Diet Coke advert that shoehorned facts about Ebola to illustrate what things would look like the other way around, which beautifully underlined his point.
It’s ...
... a delicate subject, as allowing already-powerful corporations to place biased content amongst genuine journalism is morally questionable already, but for B2B marketing it can actually work in a way that grabs the trust of our audiences. Here’s how.
Strategy 2: Marketing Automation
We used to live in very fragmented times where several pieces of our B2B marketing strategies lived in silos. Thanks to marketing automation software such as HubSpot and Marketo, these silos have been united inside of extremely powerful platforms.

Strategy 2: Marketing Automation
We used to live in very fragmented times where several pieces of our B2B marketing strategies lived in silos. Thanks to marketing automation software such as HubSpot and Marketo, these silos have been united inside of extremely powerful platforms.
Marketing automation is just that, automated marketing campaigns. Your CRM, email marketing, SEO, lead scoring, content management and analytics can now sit in one place. Capturing, nurturing and closing leads can all be done from a single platform in a more automated fashion.
I’m a big believer of testing, and this is especially true of marketing automation. Tools like the ones mentioned above can be extremely expensive and overwhelming for first timers in the world of marketing automation.
To provide you with baby steps, here’s how we suggest you test marketing automation on a small scale first, measure the ROI and make the decision to invest in more powerful platforms later.
Strategy 3: Micro Targeting & Precision Marketing
The amount of data available to us is now at a point where we can tailor our marketing messages to an individual level. There was recently a piece on Adweek that told the story of how one Brian Swichkow pranked his roommate using Custom Audiences for Facebook ads.
The above is just one example of how precision marketing can help you target your audience effectively. Many marketers fear that by being too targeted we risk creeping out our audience. As we’ve covered before however, this isn’t the case if you’re truly serving them.
Whether you’re focusing on consumers or trying to market to the C-Suite, precision marketing has its place in all organisations.

Strategy 4: Scaling High Quality Content Marketing
Content marketing is already a strategy that many brands are taking part in, but as more get involved the amount of noise only increases. It’s time to start making your content cut through the clutter.