How to Create Unboring B2B Marketing

Hey, B2B marketers. We’ve got a bone to pick with you!

Now, we get it - it’s not anyone’s fault. But we’ve been getting something wrong with our marketing strategy, and it’s time to put things right.

The role of a B2B marketer has been confused for a long time. As said by Chris Walker, CEO at RefineLabs, B2B marketers haven’t actually been doing any actual marketing for a while.

Instead, we’ve been acting as a boring, subservient extension of the sales team.

Hell-bent on generating leads and contact data for sales. Completely restricted to activities that can be 100% tracked and attributed.

Stuck on the merry-go-round of producing boring articles, eBooks and gated content campaigns.

But there’s another way. One that opens the doors to creativity and fun in the marketing industry again.

And it doesn’t leave sales in the lurch - no, it helps them too. A real-life win-win.

Keep reading to find out how to unboringify (yes, that’s the technical term!) your B2B marketing 👇

Why did B2B marketing become boring?

The thing is, there are so many tools, platforms and technologies to save marketers from the mind-numbing tasks they’ve been stuck doing.

In all honesty, why was marketing collecting leads in the first place?

A decade or so ago, sales didn’t have the contact data they needed to outreach.

And the marketing industry had far fewer options for channels to reach potential future customers. Social media marketing wasn’t available yet, and communication with customers was generally a lot more difficult.

At the time, email was king. Inboxes weren’t overloaded like they are now, so collecting email addresses and other contact details for sales and marketing to use was a priority.

So marketing stepped in. In exchange for a gated piece of content, they created a process of collecting email addresses and phone numbers to pass onto sales. However, this often came without any qualified intent data.

The assumption was that if you brought in a target number of MQLs, they would convert into revenue further down the line.

But, all too often the people downloading the content had zero intention of actually buying the product.

They only wanted what looked to be a good piece of content, and were willing to share their contact details for it.

Later, when salespeople reach out, they’re faced with a sales conversation they hadn’t bargained for.

Potential customers learned if they didn’t want to be contacted in future, not to fill out the form. And so started the beginnings of this entire process becoming less effective.

Now, we’re in a completely different time, a new world. We have completely different tools at our disposal. Technology has moved on, but B2B marketing hasn’t caught up.

It’s a case of continuing to do things the way they’ve always been done because that’s how it’s always been done. Rather than thinking critically about the best way under new circumstances.

There’s no need for tradition here!

Once you free the marketing team from creating eBooks, gating content and building lists, the whole realm of marketing activity changes.

Instead, marketers can focus on driving high-intent quality leads.

They can devise content marketing that educates customers about the problems the company solves. This builds brand awareness and affinity.

By creating a narrative that speaks to the market, they create demand, which in turn makes sales conversations much easier.

Long story short, win rates go up, sales cycles go down, and generally, business gets better.

Why marketers should reject the role of sales support

Unsurprisingly, one of the problems with marketers being pigeonholed into running around after sales is that it’s boring. For everyone!

The marketers who got onto the career path hoping to flex their creative muscles are left unsatisfied and underutilized.

The business becomes hand-to-mouth, not building long-term plays to benefit the overall health of the funnel. Growth is stunted.

Marketing and sales stop working effectively together.

Sales stop getting quality leads with any real buying intent, so their conversations become a slog.

And B2B buyers are underwhelmed with the same average content download process - slowly chipping away at their faith in B2B companies.

Then of course there’s the reputational damage that could hang like a weight around your neck.

You can’t make the impact you know you’re capable of because you’re spending weeks on jobs that don’t actually fall under the ‘marketing’ bracket.

Even if you wanted to leave, that’s not much of a legacy to take with you into a new role.

So we ask you:

Are you fed up with being perceived as sales support staff?

Being stuck in the ‘colouring in department’, working on menial aesthetic changes, rather than anything that drives demand or revenue?

Being underestimated, undervalued and disrespected for marketing’s true capabilities?

The good news is, there’s no reason you need to be bogged down with boring B2B marketing activities anymore.

You can change tack and refocus on proper marketing. After all, sales can only talk to so many people…

When marketing is done right, it has something B2B sales can’t achieve: reach and scale.

Why should B2B marketing be unboring?

What’s the beauty of marketing being demand-driven and accountable to revenue, we hear you ask?

It’s simple:

They get a genuine seat at the table and are taken seriously by senior staff.

Most importantly, they get to start doing real marketing.

Because the main role of a marketer is understanding the customer you serve. Being aware of their needs and wants should be priority number one.

The old methods of collecting leads are seller-centric. It doesn’t consider how buyers actually buy.

Proper marketers learn about customer behaviours first. Then you can use this knowledge to create messaging and content that drives demand.

Strive to become a media machine that reaches a broader audience over time. You can do this by providing value upfront and building trust in your company. That way when your buyer is ready, you will be at the front of their mind.

The biggest benefit of being free from boring lead gen activities is the time it gives you to experiment.

Testing new ideas. New content. New channels. New processes.

Because marketers need to be on the pulse. The marketing landscape is always changing; so too must your strategies and tactics.

You need to find new ways to get your message out there. You need to be creative and stand out from the competition fighting for centre stage.

This isn’t just going to be more interesting work for the marketers themselves. It’s also going to be the difference between finding new ways to attract customers or being left in the dust by your competition.

And ultimately, having a real impact on generating revenue and pipeline.

Sounds good, doesn’t it?

Discover how to rescue yourself from marketing boredom - catch up with Cognism’s online event!

10 ways to make B2B marketing unboring

That’s all the theory out of the way!

Now let’s look at how to bring some unboring angles to your B2B content.

Here are 10 strategies to make B2B marketing less boring:

1. Tell stories

Share real-life stories of how your product or service has helped other businesses overcome challenges or achieve success.

Everyone loves stories! They humanise your brand and make it more relatable.

2. Create engaging content

Develop content that educates, entertains, or inspires your audience.

This could include blog posts, videos, podcasts, and infographics.

Also, why not consider some interactive tools that provide value and entertainment?

3. Use humour

Injecting humour into your marketing is a great way to make it more memorable and enjoyable.

Just be mindful of your audience! The humour must align with your brand’s tone and values.

4. Personalise your approach

Tailor your marketing messages to the specific needs and pain points of your target audience.

Why is personalisation important?

It shows that you understand your customers and can offer solutions that are relevant to them.

5. Utilise visuals

Incorporate eye-catching visuals such as images, videos, and infographics.

They grab attention and convey information in an engaging way.

6. Interactive experiences

Create interactive experiences such as quizzes, assessments, or calculators. They allow prospects to engage with your brand in a fun and informative way.

Cognism’s ROI calculator is a great example of this.

7. Leverage social proof

Showcase testimonials, case studies, and reviews from satisfied customers.

They build trust and credibility with potential buyers.

8. Host events or webinars

Organise virtual events, webinars, or workshops.

Events such as these are great places to share insights, facilitate discussions, and interact directly with your audience.

9. Gamify your content

Incorporate elements of gamification into your marketing efforts; your customers will find them more interactive and enjoyable.

Gamification ideas include contests, challenges, or rewards programs.

10. Stay authentic

Whatever you do, always be genuine and authentic in your marketing communications.

A top tip is to avoid using overly salesy language. Focus on building relationships with your audience based on trust and transparency.

Final tip:

Get inspired with Cognism’s gallery of unboring B2B marketing!