Work-Bench’s Post

B2B (Business-to-Business) refers to companies that sell products or services directly to other businesses rather than individual consumers. B2B companies achieve significant growth by balancing both demand generation and demand capture as part of their marketing strategy. 🔍 Why B2B marketing often fails: ❌ Running awareness campaigns without focusing on conversions: Example – A company invests heavily in content marketing but doesn’t have clear CTAs, resulting in low lead engagement. ❌ Pursuing leads without establishing brand credibility: Example – A sales team targets potential clients but struggles due to lack of brand trust and recognition. ❌ Blending different messages that confuse target audiences: Example – Campaigns that shift between technical jargon for experts and basic content for beginners leave both groups disengaged. 🚀 Engine #1: Demand Generation (The Brand Builder) Creates educational content and thought leadership: Example – Hosting webinars discussing industry trends and solutions helps position the company as an expert. Elevates problem awareness and clear market differentiation: Example – Publishing whitepapers that outline common industry challenges and how the company’s unique approach addresses them. 💰 Engine #2: Demand Capture (The Revenue Driver) Highlights specific use cases, ROI demos, and quick-win offers: Example – A landing page featuring an interactive ROI calculator that shows potential clients how much they can save with the company’s solution. 📊 Case Study Insight: A split campaign strategy led to moving from 100 leads at 5% qualification to 80 leads at 40% qualification, achieving a 6x pipeline boost. 📝 Action Plan: 1. Map top use cases focusing on client pain points: List the top 3 challenges clients face (e.g., slow workflows, high costs). Rate the impact of your solutions on each challenge. Identify which pain points are most urgent for decision-makers. 2. Craft messaging: separate educational (brand) and solution-focused (capture) content: Brand content: write blogs or create videos explaining the industry landscape and best practices. Capture content: develop eBooks or demo videos that detail product capabilities and benefits. 3. Run parallel campaigns with tailored content and calls to action: Target different customer journey stages: awareness vs. decision-making. Create separate CTAs like “Read the Full Guide” for brand content and “Request a Demo” for capture content. 🔔 Pro Tip: Create two versions of high-performing content—one to educate and one to convert. Balance both engines for sustainable growth. #B2BMarketing #LeadGeneration #GrowthHacking 📈 Align your content to specific stages in the customer journey: Example – Top-of-funnel social media ads for demand generation and middle-funnel retargeting emails for demand capture. ♻️ Repost if you enjoyed this post and follow me, César Beltrán Miralles, for more curated content about leadership!

Last week, a CEO asked me: "Should we focus on brand awareness or lead generation?" My answer: "That's like choosing between your left and right leg." B2B growth isn't linear [It's a two-engine machine] 𝐓𝐡𝐞 𝐡𝐚𝐫𝐝 𝐭𝐫𝐮𝐭𝐡: B2B companies need two active operations: → 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐞 𝐝𝐞𝐦𝐚𝐧𝐝 (plant seeds) → 𝐂𝐚𝐩𝐭𝐮𝐫𝐞 𝐝𝐞𝐦𝐚𝐧𝐝 (harvest results) 𝐖𝐡𝐲 𝐦𝐨𝐬𝐭 𝐁𝟐𝐁 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐟𝐚𝐢𝐥𝐬: ❌ Running awareness without conversion ❌ Chasing leads without brand strength ❌ Mixing messages for different audiences 1️⃣ 𝐄𝐧𝐠𝐢𝐧𝐞 #𝟏: 𝐃𝐞𝐦𝐚𝐧𝐝 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧 The Brand Builder: - Market education content - Thought leadership - Problem awareness - Clear differentiation 2️⃣ 𝐄𝐧𝐠𝐢𝐧𝐞 #𝟐: 𝐃𝐞𝐦𝐚𝐧𝐝 𝐂𝐚𝐩𝐭𝐮𝐫𝐞 The Revenue Driver: - Specific use cases - ROI demonstrations - Success stories - Quick-win offers 𝐑𝐞𝐚𝐥 𝐞𝐱𝐚𝐦𝐩𝐥𝐞: A client was struggling with lead quality. We split their campaigns: 𝐁𝐫𝐚𝐧𝐝 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧: → Industry trend content → Problem education → Unique approach spotlight 𝐂𝐚𝐩𝐭𝐮𝐫𝐞 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧: → Specific pain point targeting → Clear use case demonstration → Fast implementation proof 𝐑𝐞𝐬𝐮𝐥𝐭𝐬: Before: 100 leads, 5% qualified After: 80 leads, 40% qualified Result: 6X pipeline growth 𝐇𝐞𝐫𝐞'𝐬 𝐲𝐨𝐮𝐫 𝐬𝐭𝐚𝐫𝐭𝐞𝐫 𝐩𝐥𝐚𝐧: 1️⃣ 𝐌𝐚𝐩 𝐘𝐨𝐮𝐫 𝐔𝐬𝐞 𝐂𝐚𝐬𝐞𝐬 - List top 3 client problems - Rate solution impact - Identify urgent needs 2️⃣ 𝐒𝐩𝐥𝐢𝐭 𝐘𝐨𝐮𝐫 𝐌𝐞𝐬𝐬𝐚𝐠𝐢𝐧𝐠 - Brand: Education focus - Capture: Solution focus 3️⃣ 𝐁𝐮𝐢𝐥𝐝 𝐏𝐚𝐫𝐚𝐥𝐥𝐞𝐥 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 - Target different stages - Separate content types - Distinct CTAs 𝐘𝐨𝐮𝐫 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞: Take your best-performing content. Create two versions: - One that educates - One that converts Stop choosing between engines. Start running both. Want a quick audit of your GTM execution strategy? Drop me a DM - "TWO ENGINES". ---- 👉 Follow for more GTM tips ♻️ Reshare to help others

Resharing the Go-to-market Execution Framework (Moshe Pesach, I found it excellent ✌️) ⭐️ Start by make aware your audience of the problems they have + differentiate your solution from the others ⭐️ Drive conversion by showing how and how quick your solution is solving their pains It seems to be quite logical right ? #GTM #demandgeneration #b2bmarketing #RevenueOperations

Capture High-Quality Leads With Proven Marketing Tactics. Capture Quality Leads Today! Want to know how? - Unlocking potential is essential. - Many struggle with lead generation. - Frustration can lead to missed opportunities. Here’s a straightforward approach: - Focus on what resonates. - Connect deeply with your audience. - Create content that sparks interest. - Build trust through engagement. Here’s a quick guide: ➔ Identify your target audience. ➔ Create valuable content. ➔ Foster genuine conversations. ➔ Utilize social media effectively. ➔ Monitor results and adjust strategies. In summary: ➔ Engagement drives quality leads. ➔ Value creation fosters trust. ➔ Ready to transform your strategy? Visit us and book a free discovery call Syed Ali Faraz Found this helpful? Reshare ♻️ to assist others! P.S. Are you ready to supercharge your growth? Let’s chat about how I can help you reach your goals!

Too many campaigns are solutions looking for a problem. We see this a lot. Maybe it’s a new piece of content that’s been rolled out, or an award you received.  Maybe LinkedIn just rolled out a new feature. Someone says we should try it. I’m all for it … but first, what problem are we trying to solve? If the goal is lead generation, do we believe this will reduce our CPL? Or maybe it will attract better leads? Leads with higher intent? Maybe leadgen isn’t the goal - and this is an awareness play. Cool! So how does this “solution” help us solve that problem? It’s good to experiment. In fact, it’s a cornerstone of growth. But to experiment for experiment’s sake - to have solutions in search of problems - very rarely leads to success. #linkedinads #b2bmarketing #marketingstrategy

Nothing groundbreaking in this post. After seeing several posts this morning about this topic I figured I needed to point this out. Quick thought: Instead of debating whether cold calling is dead and relying solely on inbound strategies for growth, why not embrace both? In my experience, a robust Go-To-Market (GTM) strategy isn't about choosing one approach over the other—it's about leveraging multiple channels to maximize your reach and impact.  Let me break it down. Cold calling, despite its reputation, can still be a powerful tool when executed strategically. It allows you to directly engage with potential customers, build relationships, and uncover opportunities that you might not discover through inbound methods alone. It's about initiating conversations and opening doors. If you have a strong GTM the research and guessing is already done for them. If your Sales team can't make 10 calls an hour, how are they spending their time? After all 10 calls an hour over 8 hrs is 80 calls. If you book 1 meeting every 20 calls that's 4 meetings a day or 20 a week. On the other hand, driving inbound leads through content marketing, SEO, and social media can generate organic interest and attract prospects who are already primed to engage with your brand. It's like laying down breadcrumbs that lead your ideal customers straight to you. But here's the kicker: the real magic happens when you combine the two. By integrating cold calling into your broader GTM strategy, you create a powerful synergy that amplifies your impact. It's about meeting your audience where they are and providing multiple touchpoints for them to engage with your brand. So, to answer the question: no, having a strong GTM strategy accompanied by strong execution wouldn't be a horrible thing for the Startups industry—it would be a game-changer. 💥 #GrowthStrategy #Sales #StartupLife #GTM #InboundMarketing #ColdCalling #BusinessDevelopment #gtm #gtmstrategy #revenuegrowth #revenue What are your thoughts on combining cold calling with inbound strategies? Share your insights below!

𝟯 𝗦𝘁𝗲𝗽𝘀 𝘁𝗼 𝗧𝘂𝗿𝗻 𝗦𝗲𝘁𝗯𝗮𝗰𝗸𝘀 𝗶𝗻𝘁𝗼 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 You’re working, but leads aren’t converting, and your marketing isn’t hitting the mark. Imagine your lead generation is on point, your marketing resonates, and your social media is buzzing with engagement. 𝐒𝐨𝐮𝐧𝐝𝐬 𝐥𝐢𝐤𝐞 𝐚 𝐝𝐫𝐞𝐚𝐦, 𝐫𝐢𝐠𝐡𝐭? 𝐖𝐡𝐚𝐭’𝐬 𝐡𝐨𝐥𝐝𝐢𝐧𝐠 𝐲𝐨𝐮 𝐛𝐚𝐜𝐤? Setbacks are part of the journey. Fear of failure and lack of strategy can stall progress. Going it alone means more trial and error and wasted resources. That’s where 1:1 support comes in. With a tailored lead generation, precise marketing strategies, and expert social media management can transform your business. Ready to turn setbacks into steppingstones? Let’s connect and create a strategy that drives your business forward. #leadgeneration #businessgrowth #marketingstrategy #smm #marketing

Last week I ran an influenced campaigns analysis for a series b SaaS company, grouping content touch points to pre/post sales opportunity creation by industry. Here’s what VP Growth Marketing and I saw: 🏗️ Industry is a relevant lens. This was news. Past analysis showed otherwise, and currently it isn’t a factor in the GTM motion. While their pain is similar, their buyers consume content differently. Also, industry is relevant in their maturity for buying software. 🎯 Focus is everything Assuming you don’t have a team of 67 marketers, you need to focus on the audience that matters most. Even the fanciest graph won’t help you unless you know your ICP. (And if the last time you ran an ICP initiative was 2 years ago, start there). 📼 Content mix matters Your content could be skewed towards pre or post opp creation. If it is, standardize the numbers or come up with 1-2 hypotheses you can test quickly. 📍Don’t forget channels Run the same for channels to make an informed decision about your content programs this year. Is your ICP digging webinars? Cool. One that drives awareness will be wildly different than one for prospects in evaluation phase. But a linkedin post? Maybe, maybe not. ♻️ Do it again I’d run the same for lost opps. Or pick another poison: focus on competitive deals, late stage deals, etc. Use any opportunity you have to learn about your audience. Your content strategy will follow. #downtoat #b2bmarketing

In the digital age, capturing high-quality leads is the lifeblood of successful marketing strategies. 🎯 But what exactly is lead generation, and why is it so crucial? Lead Generation Basics: Lead generation is the process of attracting and converting strangers into prospects who have shown interest in your product or service. This can be achieved through various digital channels such as social media, email marketing, content marketing, and more. Why It's Important: 👉Increased Revenue: High-quality leads are more likely to convert into paying customers, boosting your sales and revenue. 👉Targeted Marketing: Focus your efforts on prospects who are genuinely interested in your offerings, ensuring a higher return on investment. 👉Customer Insights: Gain valuable insights into your audience's preferences and behaviors, allowing you to tailor your marketing strategies effectively. 👉Business Growth: Consistent lead generation helps build a robust pipeline of potential clients, driving long-term business growth. Are you ready to transform your digital marketing game? Start focusing on lead generation today and watch your business thrive! 🚀 #ADWORLDNG #DigitalMarketing #LeadGeneration #MarketingTips #BusinessGrowth

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