A LinkedIn expert explains how to defy the norms to improve B2B marketing

Four B2B marketing strategies that will keep ahead of your competition

Haley mentions that these ideas will make a significant impact on your marketing profits.

1. The rule 95-5

In the world of branding the 95-5 rule refers to the 95 percent out of category buyers who aren't in a position to purchase and the 5% of buyers who are with the potential to buy. Due to this, advertisements typically target customers who don't have the desire to purchase today. To boost the market for their goods marketers should make use of ads for their brands to attract buyers who don't have the time to buy to ensure that, the moment they finally do enter in the market they see your company as well-established and can fulfill their needs.

"The most effective advertisements don't disappear. They wear. They remain in our minds for a lengthy period of time, creating memories with the potential to linger on for a lifetime in the future." Haley Pierce, Marketing Engagement Lead Haley Pierce, Marketing Engagement Lead B2B Institute at LinkedIn

2. The ability to be aware of changes in the surrounding environment

The way people recall brands is through the brands they choose that are more popular than others, based upon the situation they're within when shopping to buy. For your brand to become more remembered, your company's name should be associated with important buying events.
 
  This means that you need be extremely cautious when taking a look at situations. Link your brand to those buying scenarios that are as relevant as you can. Remember that it's not what consumers think about your company, but how they hear about it.

"People remember great ads. However, the fascinating thing is that memories don't function as a separate entity from the context of events because memories are intrinsically contextual." Haley Pierce, Marketing Engagement Lead Haley Pierce, Marketing Engagement Lead B2B Institute at LinkedIn

3. The product delusion

A majority of B2B ads we encounter are attribute-based, and focus only on the positive outcomes. This is known as"product delusion" and it's not always efficient. A lot of times that the best product does not have the best attributes. The best product is the that the user already has.
 
  It's the reason why marketing for brand names is essential as it helps sell. Thus, having a distinct and unforgettable brand is just half the fight.

"Because B2B buyers are risk uninterested, they prefer to stick with brands they have confidence in and have already come to know." Jann Martin Schwartz, the founder and head of the B2B Institute at LinkedIn

4. Reach maximalism

It's much more cost-effective to connect with millions of people in one go instead of reaching 500,000 two times. In an B2B business, this could be more efficient as over-publicized advertisements can hinder the impact of the message.
 
  It is recommended to adopt a maximalist approach to your media strategies and focus on reaching the maximum number of buyers in each category feasible.

It is possible to break B2B rules to sell more

Haley believes that going against B2B's standard marketing practices will help you improve your marketing strategies and boost sales.
 
  It is important to concentrate on advertising your brand's name to prospective buyers who is yet to make a decision. This way you can ensure that once they're able to purchase it will be your brand that they'd like to buy from.

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