B2B marketing
B2B marketing, or business-to-business marketing, is a specialized approach focused on promoting products or services from one business to another, rather than directly to individual consumers. This type of marketing is essential for organizations that serve other businesses—such as producers, resellers, government entities, and institutions. Unlike B2C (business-to-consumer) marketing, which largely targets individual buyers, B2B marketing emphasizes understanding the specific needs and challenges of businesses, often involving complex decision-making processes with multiple stakeholders. As businesses strive to engage effectively within this competitive landscape, understanding B2B lead generation strategies, content marketing strategies, and sales funnel optimization becomes paramount. Recently, the B2B marketing landscape has evolved to incorporate advanced technologies and methodologies, such as artificial intelligence (AI) for hyper-personalization and predictive analytics. This evolution enables businesses to create tailored experiences that drive customer engagement and maximize return on investment (ROI). Moreover, Account-Based Marketing (ABM) has emerged as a dominant strategy, employing multi-channel campaigns across platforms like email and social media to target high-value accounts efficiently. As data privacy regulations increase, ethical marketing practices have become increasingly significant, requiring businesses to adopt consent-driven and transparent data collection methods. In this dynamic environment, companies must develop agile marketing plans that align with overarching business objectives, focusing on building trust and generating quality leads while adapting to rapid changes in buyer behavior.
How can LinkedIn polls help attract inbound leads without cold selling?
LinkedIn polls generate significant visibility because the algorithm currently pushes poll content to thousands of users, resulting in exceptional exposure. For example, Wendy's poll received over 28,000 views in just 24 hours. This visibility drives profile views, connection requests, and direct messages from potential clients interested in your services. To create effective polls, follow three key tips: ask simple questions that most people can answer, provide multiple answer options to maximize space in the newsfeed, and use emojis to grab attention. Even when polls aren't directly about your business, they increase your profile visibility, which leads to inbound inquiries about your services.
Watch clip answer (05:59m)
Vendy Steinberga
00:14 - 06:13
What is the Authority-first content framework for LinkedIn?
The Authority-first framework prioritizes expertise over personal stories, with 70% of content focused on industry knowledge, unique insights, and specific skills. Unlike the traditional ToFu-MoFu-BoFu approach, it builds authority first to attract the right audience rather than broad appeal. The remaining content includes 15% personal stories related to your expertise, and 15% conversion content. This strategy creates a monopoly position through your unique perspective and expertise, making you distinctive in the marketplace while effectively engaging your target audience.
Watch clip answer (07:07m)
Pierre Herubel
00:00 - 07:07
What are the most effective content formats for maximizing LinkedIn engagement?
LinkedIn currently supports various content formats with balanced performance across the platform. Video content is being heavily promoted by LinkedIn (reportedly pushed twice as much as other formats), making it an excellent choice for visibility. Long-form, in-depth text posts also perform exceptionally well, especially when they provide specific, actionable information that audiences can immediately implement. The expert recommends choosing formats you personally enjoy creating, as this increases consistency. For writers, long-form text content works well; those comfortable on camera should leverage short-form video; visual thinkers can use graphics and carousels. For maximum impact, consider alternating between short-form video and detailed text posts while maintaining a consistent posting schedule of 3-5 times per week during business hours.
Watch clip answer (03:58m)
Tommy Clark
09:34 - 13:33
What is the key to authentic employer branding on LinkedIn?
The key to authentic employer branding is having the courage to stand out and be different rather than blending in with everyone else. James Ellis emphasizes that companies must know what they stand for, what they care about, and how they're different, instead of creating generic content that he calls 'employer blanding.' Successful employer branding isn't about pretty pictures and polished content but about showing what really happens behind the scenes. As Michelle confirms, people want to see authentic content that they can't find on websites or typical social posts. Being willing to show the real aspects of company culture creates genuine differentiation and connection with potential employees.
Watch clip answer (03:00m)
Michelle J Raymond - B2B GROWTH CO
31:24 - 34:25
Why is traditional B2B LinkedIn outreach failing and what approach actually works?
Traditional LinkedIn outreach is failing because 99% of B2B messages use generic cold pitches that people automatically ignore or delete. These tactics only target the 3% of prospects actively seeking solutions. Instead, successful businesses are using a micro-engagement strategy focused on positioning rather than pitching. This approach involves getting on prospects' radar before messaging them, optimizing profiles for instant credibility, and asking strategic questions instead of selling immediately. By engaging with prospects' content first and providing value, businesses build authority and trust, making prospects come to them rather than chasing leads. This strategy transforms cold outreach into warm conversations with response rates exceeding 50%.
Watch clip answer (19:53m)
Artem GSS
00:00 - 19:53
How can SMMA owners transition from cold calling to more effective LinkedIn lead generation?
Initially, the speaker relied on traditional cold methods like cold calling and door knocking, which involved reaching out to large numbers of prospects hoping for small conversion rates. This approach led to frequent rejection and burnout. The solution was switching to LinkedIn prospecting, which, while still technically cold outreach, offers significant advantages. Through LinkedIn, prospects can be quickly turned warm via your professional profile and content that keeps you top of mind. This strategy creates relationships where even if someone isn't an immediate fit, they may become a potential client in the future as they engage with your content and develop familiarity with your expertise.
Watch clip answer (00:36m)
Natasha Vilaseca
02:16 - 02:52