MarTech Podcast ™ // Marketing + Technology = Business Growth
Effective B2B Marketing Channels, Segments, & Strategies (Part 2) - Doug Bell // Searchmetrics
Dec 8, 2019
This podcast features Doug Bell, VP of Marketing at Searchmetrics, discussing effective B2B marketing strategies and customer segmentation. They explore reaching business prospects, building a strong brand, understanding buyer personas, and the relationship between marketing and sales. They also cover marketing responsibilities, metrics, career goals, and staying focused on growth.
19:28
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Quick takeaways
- Effective B2B marketing requires identifying the relevant software category and creating buyer personas for targeted outreach.
- B2B brand marketing focuses on creating recognition and awareness through various channels, while sales takes over to guide prospects through the sales process.
Deep dives
Approach to Reaching B2B Prospects
To reach B2B prospects, it is important to first identify the relevant software category and where your brand fits within it. In the case of Searchmetrics, their category is enterprise SEO software. Next, creating buyer personas helps understand the needs and position of potential customers in the sales cycle. By reaching out to the right buyers through appropriate channels and at the right stage of their decision-making process, marketing can increase the number of deal cycles. This requires effective segmentation and targeting strategies.
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