In the dynamic landscape of B2B marketing, success is not solely dependent on programmatic approaches. While automation and data-driven strategies play a crucial role, exploring non-programmatic avenues and integrating high-quality channels into your media mix is equally important. This blog explores the non-programmatic ways practiced by many in house-marketing teams and top digital marketing companies to ascend the B2B funnel and discusses effective methods for incorporating top-tier channels into your marketing strategy.
Understanding Non-Programmatic Approaches
Strategic Content Marketing:
High-quality content remains a cornerstone of B2B success. Develop content that speaks directly to your target audience’s needs and challenges. Whether it’s informative blog posts, in-depth whitepapers, or engaging videos, compelling content positions your brand as an industry thought leader and attracts prospects at the awareness stage of the funnel.
Relationship Building:
B2B transactions often build on relationships. Invest time in cultivating genuine connections with your audience. Attend industry events, engage in social listening, and participate in relevant forums. Building a network of trust fosters a sense of credibility and can be a powerful non-programmatic driver of success.
Account-Based Marketing (ABM):
ABM is a targeted approach that tailors marketing efforts to specific accounts. By focusing on personalized messaging and strategies for key accounts, you can enhance engagement and move prospects through the funnel more efficiently. This human-centric approach is less reliant on automation and more on personalized interactions.
Non-Programmatic High-Quality Channels
LinkedIn For B2B Lead Generation:
LinkedIn is a goldmine for B2B marketers. With its professional user base, the platform offers targeted advertising, sponsored content, and InMail messaging. Hence, utilize LinkedIn to connect with key decision-makers, share thoughtful leadership content, and participate in industry discussions.
Facebook & Instagram:
It’s advisable to experiment with Facebook and Instagram due to their extensive reach and versatile format choices. Given the broad nature of your audiences, customize your messaging and creative elements to address the distinct needs and challenges of your Ideal Customer Profile (ICP). This approach will help refine your target audience by resonating specifically with those who align with your ICP while excluding those who may not.
Reddit:
Reddit’s non-programmatic power in B2B lies in community engagement. Hence, participating in relevant subreddits, sharing industry insights, and responding to queries fosters authentic connections, establishing your brand as an industry authority. Engage in Reddit discussions to build awareness and trust, organically advancing prospects through the B2B funnel.
SEO:
In non-programmatic strategies for B2B funnel success, SEO plays a pivotal role. Optimize content with relevant keywords, create authoritative backlinks, and ensure a user-friendly website. By enhancing organic visibility, SEO helps attract and engage potential clients, driving them through the B2B funnel without solely relying on programmatic approaches.
How To Incorporate These Channels?
- Whether aiming for direct response or awareness for remarketing, experiment with diverse messages and content types on organic social channels and within modest paid budgets to generate responses. Prioritize high-value content, insights, and data points that capture your audience’s attention and stand out effectively.
- Consider your audience choices, decide which variables should be left out for testing, and determine the order in which you will conduct the tests.
- Ensure clarity on allocating a budget for testing and be ready to handle any fluctuations in volume to your client or executives if questioned. Setting clear expectations is essential for effective communication and understanding in business endeavors.
- Tailor your creative content according to your audience and the landing page experience.
While programmatic approaches are integral to modern B2B marketing, the non-programmatic methods discussed here should not be overlooked. Integrating high-quality channels like LinkedIn, Facebook, and Instagram amplifies your reach and influence within your industry. At infiniX360, one of the top branding companies in Chennai, we combine these approaches to navigate you through the B2B funnel successfully, building lasting connections and driving meaningful business outcomes. Contact us today!
