B2B marketing is often seen as different from B2C marketing, and for good reason.
Businesses in the B2B sphere typically view marketing strategies as a cost instead of a measurable investment. They often struggle to measure ROI and therefore face difficulties in budgeting correctly for growth and scale, leaving them stuck in what's a traditional model.
What those businesses fail to realize is that if they were to tap into the attribution and tracking capabilities of today's digital marketing tools, they would be able to understand the contributions of B2B marketing efforts all the way down to the revenue—even in long-running sales cycles.
An investment mindset can help businesses spend their B2B marketing budget more wisely and develop an actionable and scalable B2B marketing strategy.
What Is an Investment Mindset?
An investment mindset is, quite plainly, a business mindset. In marketing, an investment mindset means looking at and investing in various marketing activities as a way to grow and scale your business.
It means creating campaigns that take into account demand capture and use it to boost the chances of audiences' discovering your product or service. It also means understanding what factors are triggering demand and learning how to generate, not just capitalize on, demand.
In previous eras, B2B marketing campaigns were built as isolated shots in the dark. Now, tools are available to fuel our B2B marketing strategies with valuable data. Marketers can develop a detailed, data-driven understanding of who audience members are and which specific actions people take that lead to the best results for us.
A tailored B2B approach requires a more connected team. Sales and marketing teams will need to align on strategies to devise a more integrated customer journey. Working in tandem will help jointly define target audience segments and de-anonymize potential clients. In other words, it enables teams to peer inside the workings of target companies and understand who might be in the market for a solution.
With an investment mindset, the target audience becomes more knowable, and the target becomes smaller and smaller until your team can strike reliably and consistently.
How Can B2B Marketing Teams Use an Investment Mindset to Drive Growth?
An investment mindset helps B2B marketing teams make more effective marketing strategies.
Make your efforts measurable and client actions attributable, and you gain a level of control over your budget that you didn't have before.
Here are three important considerations.
