New Year, New Strategies
As 2023 comes to a close, it’s an opportune moment for businesses to revitalize their marketing strategies for the new year. The beginning of 2024 is not just a calendar change but a gateway to fresh perspectives and innovative approaches in marketing. This transition period calls for a thorough evaluation of the existing marketing tactics, understanding what has worked and what hasn’t, and boldly experimenting with new ideas. To revitalize B2B marketing strategies for the new year, consider these critical approaches:
Redefine Your Target Audience
Reassess and refine your understanding of your target audience, possibly discovering new niches or verticals. How have your buyers and key decision-makers changed in the last year? Hone in on what job functions, seniorities, and job titles wield the most buying power for your product or service. Is there another vertical of the industry that can benefit from your service? Don’t be afraid to step out of your comfort zone and engage with new verticals – it could transform your business.
Embrace Account-Based Marketing (ABM)
Implement or enhance ABM strategies, focusing on key accounts with personalized marketing efforts. ABM is becoming increasingly important as markets continue to get noisier and noisier. Leveraging an agency specializing in ABM or utilizing business intelligence tools to find accurate information on your key accounts will make your outreach more successful. Positioning your business in front of key decision-makers is possible with ABM best practices.
Refresh Your Content Strategy
Update your content strategy to align with current trends and audience needs, incorporating formats like video and podcasts. As marketers, we always want to ensure we provide value to our audience. The way that value is “packaged” has a significant impact on whether or not your audience converts. Find unique and strategic ways to deliver value to your audience through various channels.
Integrate New Technologies
Explore and integrate new technologies such as AI, machine learning, and automation tools to enhance marketing efficiency and personalization. Several technologies can be leveraged effectively for outreach, personalization, organization, and data orchestration. Take advantage of these tools to refine your marketing practices and build an impressive martech stack.
Optimize Digital Presence
Revamp your website and social media platforms for improved user experience and engagement. In the industries we specialize in, we often tell our clients that a refreshed and updated digital presence can provide those “warm & fuzzies” that we want our target audience members to feel when they come across your website or social accounts. Being up-to-date, modern, and participating within your industry portrays a sense of comfortability and expertise to your audience.
Enhance Client Experience
Focus on delivering a seamless and personalized customer experience at every touchpoint. It’s a common misconception that marketing is only a small piece of the puzzle when, in actuality, marketing takes place at every point of the customer’s buying journey. Enhancing the client/customer experience at every touchpoint can only add to your success rate. Analyze your current customer’s buying journey. Are you providing marketing support at each step? Is that support personalized to your buyer, or is it one-size-fits-all?
Expand Partnership and Networking
Build and strengthen partnerships with other businesses, enhancing reach and authority. In many industries, it’s all about who you know. Building partnerships with other businesses that are not considered competitors or buyers can positively impact your business in more ways than one. The more industry thought leaders you have in your corner, the better! Building relationships is always the priority. Receiving business from that relationship is secondary. Attend several industry organization events and broaden your network.
Conclusion: Seize the Opportunity
2024 presents an excellent opportunity to deepen the integration of data analytics into marketing strategies. Businesses should leverage the rich insights garnered from the previous year’s data to make more informed decisions. This could mean refining target demographics, personalizing customer experiences, or optimizing ad spending for better ROI. It’s also the perfect moment to reevaluate the brand’s digital presence, ensuring websites and social platforms are not only up to date but also resonate with the current needs and expectations of the audience. In essence, the new year stands as a beacon for innovation, agility, and strategic foresight.
Chief Marketing Officer
Laura A. Cuttill is a strategic and operational leader with a demonstrated ability to fuse business, financial, and technology interests into streamlined, profitable operations. Armed with a degree in marketing from Texas A&M University, Ms. Cuttill began her career in the Schlumberger Information Solutions department, working on identity management roll-out projects for Chevron and ExxonMobil.
In 2004 she joined Hal Green as a co-founder of Advertas, adding her organizational, analytical, and creative problem-solving skills to the team. In 2010 she left Advertas to co-found the identity management software company, 2FA, Inc. As COO / CMO for 2FA, she helped lead the company from concept to a 75% market share in target verticals for two factor authentication in four short years. After selling the business to Identity Automation in 2016, she returned to Advertas, continuing to support clients in the energy and process industries. She serves her clients with a unique vision of using cutting-edge software and marketing practices as a foundation to drive business growth.