B2B Excellence - Tactics that make the world go round

B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.

We include the perspectives from a variety of enterprise marketers, stories from fast-growth businesses challenging the conventional ways of working and thinking, and the top 1% of B2B marketers shaping modern-day practices.

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Tactics that make the world go round

Provocative points of view are great, they’re challenging us to rethink our default perspectives. 

But sometimes, it’s just about the tactics.

Inspiration from your peers on how they tested a hypothesis, a new channel, or an optimisation. These experiments can be the gateway to a new growth channel, a competitive advantage or new learning.

LinkedIn ads Pipeline Acceleration campaign. An insightful test on the impact of targeting additional members of the buying committee for open deals, and to review the impact on the sales cycle and expected increase in win rate. Results are still pending. But a smart framework.

I've run about $30K worth of CTV advertising over the last 4 months. You need a large investment to get the benefits of CTV….Apparently not.

Declared Intents +29%

Sales Accepted Leads +31%

New Logos from Direct +48%

Revenue from Direct +69%

Can a programmatic approach bring efficiency, and savings to B2B lead gen?

A new type of programmatic advertising. Testing a lead gen programmatic first model.

3 marketing experiments that WORKED for Cognism last year.

1. Targeting LinkedIn Ads by job function vs job title

2. SEO money keyword strategy

3. Changing Facebook ad objectives from ‘reach’ to ‘conversion’

Does teasing your longer-form ad with short-form content have added benefits?

The $ 7 million tragedy. 

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Some marketing rigour

Are we reaching enough of our total addressable audience? A reach map can help tell the story of how many people you’re reaching with your marketing activities. 

Does intent data work?

The murky world of intent data.

A great contribution of different experiences on using intent data and aligning on what intent data even is. A great conversation.

B2B Influencer Marketing - The shiny new growth strategy

Shameless plug on my article that discusses the four key growth areas for influencer marketing. The game is changing quickly, will these be outdated in 12 months?

I can’t stop with the self-promotion, here is my LinkedIn piece on what a B2B Influencer is. 

B2B Influencers are a force multiplier. I LOVE this from one of B2B influencers pioneers. 

Galvanising and promoting evangelists internally can-do wonders for your brand, but I’m still struck by how little brands are failing to take advantage of this opportunity. 

Is it time to start your own micro-publishing company? Love this take.

A detailed overview of all things B2B Influencer Marketing. 

Event

Are you a rogue bee? Rory Sutherland is offering a course for the curious marketer. 

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Conversations, posts or articles I liked this week

Alignment is more important than attribution

Owning the entire pipeline model as a Marketing leader gets you a seat at the big table.

𝗧𝗵𝗲 "𝗣𝗿𝗼𝗯𝗹𝗲𝗺-𝗨𝗻𝗮𝘄𝗮𝗿𝗲 𝗣𝗿𝗼𝘀𝗽𝗲𝗰𝘁" 𝗮𝗻𝗱 𝗢𝘁𝗵𝗲𝗿 𝗠𝘆𝘁𝗵𝗶𝗰𝗮𝗹 𝗖𝗿𝗲𝗮𝘁𝘂𝗿𝗲𝘀

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