When we talk about “trial and error marketing,” we mean that many B2B companies today try out different marketing tactics, hoping that one of them will bring the desired results.

This is a very common occurrence, as the challenges associated with engaging prospects have increased.

However, this is certainly not the best strategy to achieve business goals.

In today’s article, we look at how to move from “trial and error marketing” to a revenue-generating system that encompasses marketing, sales, and customer service.

How to Build a Modern Marketing Strategy

Compared to the past, especially after the pandemic, marketing strategies considered effective have undergone a strong change.

Today, privacy and data regulations make cold emailing more difficult. Many people are still working from home, so calling into the Chinese in Europe office is increasingly problematic. Events are back, but attendance is significantly lower than pre-Covid.

It is therefore increasingly difficult to generate leads , provide sales opportunities and grow revenue month after month. As a result, B2B leaders continue to try, without understanding what level of skills and actions are necessary to generate enough leads to ensure their goals are achieved.

But how do you know if you’re doing trial and error marketing?

There are some clear indicators, let’s see them below.

You don’t know exactly who the buyer personas are
It means not having a clear profile of interesting potential customers or specific accounts of target companies to address strategies. You need to have accurate and complete information , including psychographic data, and a behavioral profile that includes the channels that users use to find information online.

You don’t have a big story
In this case, there is a lack of a story to tell , which is emotional, disruptive, compelling and engaging about the company, specifically designed to attract the target audience and that everyone can use, when necessary.

Chinese in Europe

You don’t know what makes the company great

Everyone should be clear about what differentiates the company from its competitors, what its strengths are, and what no one else does or can say they do.

You don’t have specific marketing goals
It is important to have a set of specific goals to achieve in a certain period of time and, above all, to be able to measure them to understand if the strategy is going in the right direction.

You don’t prioritize the right marketing strategies within your campaigns
It means not being able to assign the right priorities to the different actions to be performed and not having a personalized omnichannel strategy that can convey the company’s big story to potential customers.

You do not analyze or optimize efforts

To improve month-over-month performance , it’s critical to have data, processes, and people in place to review metrics and make decisions based on insights from those analyses.

Marketing Strategy

If you recognize yourself in one of these examples, don’t worry, it can be remedied. Here are some useful tips to improve your b2b marketing strategy .

Tips to improve your b2b marketing strategy
Define a process for planning revenue activities
When you add a new process to your Contact Lists revenue generation efforts , you create a repeatable, predictable, and scalable framework and schedule a series of meetings that keeps everyone working on the most important initiatives, prioritizing execution, regularly reporting progress, resolving issues, and tracking key performance metrics.

Carefully design and study a go-to-market strategy

As with building a new home, you need to have a revenue generation strategy before taking any action on it.

This includes:

identification and prioritization of target audiences
the definition of the big story
make sure the company actually offers something that competitors can’t
Mapping prospects’ purchasing paths
aligning investments/budgets with expected results
creating a scorecard to monitor progress
Select and prioritize the right strategies
With so many options available, most b2b companies cannot and should not utilize them all. It is important to select a thorough plan, prioritize, and ensure that the strategies selected are sufficient to achieve the objectives .

Organizing strategies into campaigns
Once you have created a plan, you need to organize and orchestrate all the strategies into highly personalized omnichannel campaigns that bring your company story and message to the people you want to engage, attract and convince.

Automate and analyze activities through a cutting-edge platform

With so many strategies and options to pursue and monitor, it is impossible to manage everything on your own. An advanced marketing automation platform , such as HubSpot , is a fundamental component of the revenue and lead generation system. A software of this type, in fact, allows you to automate many activities and analyze the performance of each campaign so that you can continuously optimize them and create smarter, data-driven action plans.

Make sure you have the right resources
Finally, no revenue generation system can be executed without the right people with the right skills and resources. It is important that all stakeholders are aligned, whether it is the internal team or a specialized b2b marketing agency. Once all the necessary work is covered, the system will be complete.