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Marketing Things #7 | B2B Edition: Spending β¬10,000 in 7 Days as Marketer
We spent β¬10k on marketing last week. Let's spend β¬10k more.That's hypothetical, of course. In my newsletter last Friday, I shared 2 scenarios for launching a new B2C product with a β¬10,000 budget. If you missed out on this, you can access it below. π Marketing Things #6 | How to Spend β¬10,000 in 7 Days as B2C Marketer? π This week, we'll do the same exercise as a B2B brand. But first... 2x mini-updatesπ« In addition to marketing, I'm doing an MA in Creative Writing in London. And I've got a monthly newsletter on London life + book recommendations. The next one is on February 3rd. Subscribe here.β π« If you speak Estonian, check out my article with TULI on 2024 marketing trends β it came out this week. And now, on to the B2B product launches! πββοΈ β What's the difference between B2C and B2B marketing?The most obvious answer is: the audience. As a business, you are either selling your product to C = consumers or B = other businesses. In B2C (business to consumer) marketing, the transactions happen faster, and your target audience is more prone to immediately reacting to your ads or social media posts. In B2B (business to business) marketing, the transactions happen slower, it may take months for another business to sign a contract and buy your service or product. And the B2B leads need more nurturing. Quite often, B2B customers do not react to your ads but find you via a Google search or recommendations from their network. This said, the marketing channels that work for B2C will not necessarily work for B2B. And, last but not least, B2B marketers often have to collaborate more closely with the Sales team. My piece of advice: treat the salespeople as your partners, not enemies. They can give you feedback on lead quality, and help you implement cold outreach email campaigns. Alright, let's get to the marketing spend! How to choose your fighters a.k.a. B2B marketing channels?As I already mentioned in last week's email, your marketing channels depend on your customer personas: where do they hang out? In B2B marketing, there's another important aspect to consider: while your target customers do hang out on Facebook and Instagram, this is not where they want to be thinking about work. However, this isn't true for tech workers β they live for work and are happy to get Facebook ads about marketing and design tools. (Only half-kidding β I've worked with many B2B SaaS products for whom Meta ads work.) Another thing to consider: How fast do you need the new B2B leads and clients? For example, if you need to grow your customer base fast, you do not have time to work on SEO for 6 months before it begins to bring organic traffic. You should rather set up Google Ads. Organic blog content is not free, either. It takes A LOT of time, and possibly also an extra team member or an agency. Only invest in organic marketing if you have a clear SEO strategy and strong content writers and SEO experts in the team or as an agency partner. πππ So, for the sake of this B2B launch exercise, let's only talk about marketing channels that will bring you leads in the first 30 days. How would I spend β¬10,000 as a B2B marketer launching a new product?Note that this list only includes paid marketing channels and agency/creator partners. Let's do 2 scenarios:
πΈ Marketing mix 1: B2B subscription productHow I'd spend β¬10,000 in 7 days when launching a new product:
πΈ Marketing mix 2: B2B enterprise sales productHow I'd spend β¬10,000 in 7 days when launching a new product: There isn't anything that would work in just 7 days. So let's assume these β¬10k will be the beginning of a long-term marketing investment, the same activities to be continued for months.
P.S. If you disagree with these suggestions OR have a secret channel to suggest, I would love to hear about it. Just hit reply to this email. In case you missed itIf you haven't read my past 5 newsletters, you can find them all here. Including...
Coming up next week: My 10 favourite marketing newslettersIn next Friday's newsletter, I'll share the list of my favourite newsletters. These writers deserve to be read! Merci! πΏοΈThis is the 7th Marketing Things newsletter and I appreciate all of you who have subscribed. Support this newsletter by forwarding it to a fellow marketer who might like it. Thanks for reading! |
Marketing Things by Karola
Become better at marketing, 1 week at a time.
Join my network of 15,000+ marketers and founders subscribed to the Marketing Things newsletter. You'll get 1 email every Friday with PRO-approved growth strategies and paid ad hacks.
You asked, I answer. This will be the most transparent newsletter I've ever written. (Yes, we'll also get to the money talks.) Two weeks ago, I wrote about my life as a freelance marketer and part-time writer. Many of you, readers, got back to me to share your own freelancing stories and ask further questions: on pricing, getting started, and more. Thank you! (If you missed the previous newsletter on freelancing, you may want to check it out here before continuing with this one.) Before I get...
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