The secret to effective marketing for the B2B tech business journey
For B2B technology companies, every stage of the business journey, from launch through scaling to growth, requires a different marketing approach. If you are using a one-size-fits-all solution, you probably aren’t seeing great results. If you're feeling utterly frustrated and wondering how to make your marketing efforts deliver - read on.
Where are you on your business journey?
The business journey for B2B technology companies has three stages:
At the beginning of the journey, you may have a modest customer base but little brand awareness in the market and the pressure is on to attract investment. You’ve a product with global appeal and your priority is to find new prospects - lots of them - to convert to sales.
So you buy an email list, but it doesn’t deliver the results you want (or were promised). That’s because a one-off cold outreach is a tactical move, as useful as a stab in the dark because it isn’t totally focused on your Ideal Customer Persona. Or you spend money on digital ads. Nope. That’s not going to give you the volume or quality of leads you need.
To deliver rapid results, you need a strategy with clear steps that will build brand awareness, trust and credibility in your brand. A strategy that will create interest in your product or service and help you build a pipeline of warm leads to drive sales traction. You need a systematic, sustainable solution to lead generation.
You’re up and running with a robust product and you’ve scaled your operations so you can manage volumes of clients. You need to increase the breadth of the market, grow your customer base at scale (300%), but your sales and marketing team is small and perhaps inexperienced. At this stage it’s all about nurturing leads, getting your messaging right and pushing your prospects through each stage of the sales funnel. But it can feel like you’re on a treadmill, running to stand still and unable to generate the predictable pipeline of qualified leads that will deliver the sales traction you need.
To catapult your business to where you want it to be, including securing the next round of funding, you need to scale your sales and marketing function by automating each stage of the customer acquisition process – prospecting, demand generation, nurturing and sales.
At this stage, it’s about retaining and maximising the lifetime value of your customers. You want to delight customers at every touchpoint with you and convert them into brand ambassadors that will refer your business on.
Looking after your existing customers is hugely important to protect your business and maximise the lifetime value of your customer base yet all too often its overlooked. The probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is 5–20%. Put simply, it’s much easier to upsell and cross sell to your customer base, especially if they receive a consistent, white glove service across their interactions with your business. The pinnacle for any customer success team is to convert customers to brand ambassadors. Word of mouth is the best marketing you can hope to achieve – your customers are your strongest sales resource.
Actions speak louder than words
You need to tailor your marketing to whatever stage you’re at on the business journey, but chasing down the right approach runs the risk of you disappearing down a rabbit hole – forever.
If you’re tired of wading through fancy marketing theories and just want to DO something that really works, you are exactly the kind of business Grand Scale can help.
With 35 years of combined experience working across the world with B2B tech companies at every stage from start-ups to international product launches, serious brand building, acquisitions, multi-million pound exits and high profile stock market flotations, we’ve seen it and done it many times over.
We know the business journey and we know your pain. That’s why we’ve developed a suite of practical marketing programmes to help you at every stage of the business journey.
Marketing programmes that work
Our Kickstart programme addresses the challenges of the launch stage. It will supercharge lead generation, build brand awareness, and turn strangers into potential customers – not as a one-off gig, but repeatedly. It will fill your pipeline with warm leads and you’ll benefit from the results immediately.
Our Acquire programme focuses on accelerating your customer acquisition at the scaling stage, helping you deliver the right message to the right people at the right time to nurture leads and convert them to sales.
Our Retain programme helps you to consolidate growth by building long-term relationships with customers and driving repeat sales by moving from a transactional approach to a relationship-based model.
With our action-based marketing programmes, you can finally stop working in the dark and step into the light. You’ll discover the power of marketing automation and you’ll acquire the skills you need to manage and monitor effective campaigns.
Why Grand Scale?
We know that when it comes to marketing you just want to get it done, know it’s working and be able to focus on the other aspects of your business. That’s what we offer.
We empower ambitious B2B tech companies to launch, scale and grow in global markets. We’ll help you create a marketing strategy that has clear practical steps. We don’t deal in jargon, just plain talking, get-it-done advice and ongoing consultancy to ensure you continue to get the most from it. We’ll share our knowledge, guide you and stick with you until you’re getting the results you desire.
Wherever you are on your business journey, we can help.
Find out more by downloading the Ultimate guide for B2B tech companies to rapidly grow their customer base: 4 steps guaranteed to kickstart your lead generation where you’ll discover a tried and tested approach to identifying and securing new customers as well how you can propel your business to greater success.