A carefully considered strategy is key to B2B marketing ROI

Marketing is expensive.

Successfully marketing your business online requires many hours of coordinated effort. This effort must come from a skilled team moving productively together in the right direction.

In this article, we look at why a carefully considered strategy is crucial if you want to enjoy a return on investment in B2B marketing.

The discussion focuses on these key areas:

  • Straight-line productivity versus zig-zagging
  • The Dog’s Breakfast website
  • Why Willy-Nilly destroys your bottom line

Straight-line productivity

As I mentioned earlier, marketing is expensive.

Skilled team members demand high salaries, and creating content and platforms is extremely time-consuming.

Large salaries multiplied by large numbers of hours means large costs.

It’s incredibly easy to burn through significant amounts of cold, hard cash on marketing activity that can look impressive but simply doesn’t deliver results.

This results in revolving doors, direction changes and painfully slow zig-zagging progress towards your business goals.

To pull creative teams together and make sure every hour spent on marketing activity moves you in the right direction requires that

  1. You know what that direction is
  2. Your marketing team understand this direction and do the work required to follow it

Strategy is the first step here.

An effective B2B marketing strategy takes a holistic approach, looking at the current situation and data, your business objectives, market forces, and available resources.

From there, the strategist develops a road map that will take you to your end goal by the straightest possible route.

The other key ingredient is to align the team with the strategy and ensure it is executed as planned, with data collection along the way informing course adjustments.

This is not easy – but this is what must happen if you want to see a return on B2B marketing investment.

The Dog's Breakfast Website

Golden retriever eating dog food from metal bowl

The other key area where a lack of strategy results in a massive cash drain and wasted opportunity is B2B website creation.

The situation is similar in that many hours of work from an expensive, skilled team must be coordinated to deliver an effective outcome.

Failure to follow a considered website strategy results in what I call the Dog’s Breakfast website.

You can recognise the Dog’s Breakfast website quite easily.

They often have a nice enough home page but then quickly degenerate into an in-cohesive mess of random content and images with no clear user direction or journey.

They don’t rank on Google. And they don’t deliver leads.

In many ways, a Dog’s Breakfast website is the most damaging failure in B2B marketing because your website is the most important digital marketing asset you have.

It’s where everyone goes to learn about your business, and it can make or break you.

Why Willy-Nilly destroys your bottom line

When individual marketers without strategic guidance are left to run their own race,  marketing activity generally becomes uncoordinated and ‘Willly-Nilly’.

This is because different team members see things in different ways depending on their areas of expertise, skill sets and personal agendas.

Willy-Nilly will not cut it with your market.

In the fiercely competitive B2B marketing space, any inconsistency leads to a lack of trust and sends the user back to Google to find someone else.

You don’t need me to tell you that spending cash on things that damage your reputation is a recipe for bottom-line damage.

Meet the author

I’m Deb Croucher, a former veterinary surgeon with a passion for B2B marketing.

In 2008, I permanently traded my stethoscope for SEO after successfully leveraging Google to power my vet business.

Diagnosis and treatment is still part of my day though!

In Brilliant Digital, I identify issues, uncover opportunities and formulate marketing strategies that support business success and longevity.

You can read more B2B marketing articles here. I love to chat so feel free to drop me a line!

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Case Studies

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North Advisory

50% year-on-year growth in organic traffic

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James Cumming

Qualified lead targets exceeded immediately

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DEM Fire

50% annual growth in free Google traffic

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Acme Preston

Website delivers ideal enquiry with 30% annual growth

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OSA

40% growth in annual online enquiries

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PSA Engineering

Effective website delivers qualified leads

PSA Engineering offers integrated and compliant engineering solutions for industries with a can-do attitude and a belief that there is a solution to every problem. Their new website is a powerful lead-generating tool that resonates with prospective clients while respecting their technical message and expertise.

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Edcon Steel

100% growth in website-generated sales

Edcon Steel, once a local metalworking shop in Sydney’s Northern Beaches, struggled with an underperforming website and ineffective SEM spending. Now, as Australia’s top online steel and metal superstore, they’ve transformed their online presence, offering quality solutions nationwide.

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Dukes

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Every Trade

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Every Trade was undergoing a rebrand, requiring a website and marketing strategy that truly reflected leadership in the commercial construction industry. With a revitalised online presence and new sales collateral, they are better showcasing their quality work and sustainable values.

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SED Graders

Effective penetration into global markets

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Accounting For Good

30% year-on-year growth in organic traffic

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Gulaga

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Pilot Air

328% growth in website enquiries

Pilot Air, the compressed air experts for over 40 years, faced challenges with an outdated website and unclear marketing. Now, with an optimised website and strategy, they can focus on delivering premier products and services nationwide with a commitment to innovation and excellence.

Would you like some
clarity?

Every one of Brilliant Digital’s long-term clients started their journey with a simple chat.

Whether or not you decide to work with us, our founder, Deb Croucher, personally takes the time to meet with you and understand your company and its needs.

Be prepared for honesty. We don’t sugar-coat anything. You’ll get the truth, backed by data, strategy and decades of expertise.

After talking with us, you’ll walk away with:

  • A clear vision of the possibilities
  • Practical steps to make them a reality
  • Strategies that will deliver the best ROI