B2B Digital Marketing: Let’s Navigate the Digital Landscape

The importance of digital marketing for B2B businesses has a light shone on it by these two key points. 

Only 6% of B2B businesses think their sales team is highly effective.

And…

Buyer’s make 67% of their decision making from digital information. 

So the question I then ask is ‘how is your current B2B marketing performing’?

Your business may solely focus on B2C content. Or you may disbelieve in the power of social. Now is an opportune time to jump into digital marketing.

However I have to highlight one important caveat.

Don’t hard sell to a buyer.

Educate and inform buyers instead.

After all they want to see the value you can bring to themselves and their organisation.

And I see the most successful B2B businesses creating and tailoring specific solutions for your buyer’s company. 

This article I have written on digital marketing for B2B. It will take you through the different aspects that help form your digital marketing strategy. It even identifies the best digital marketing software for B2B. 

Who Is Your B2B Digital Marketing Audience

Firstly with your digital marketing strategy and particularly important for B2B businesses is understanding your audiences. 

Customer orientated sales people see their customers as Jean or John.

Comparatively for B2B digital marketing we need to understand the customer personas. From here we can create impactful content.

Having personas allows B2B businesses to start communicating a more specific solution to those businesses needs.

To build a detailed customer persona I want to have this information.

Targeted digital marketing with customer demographics

Identify the customers industry and importantly the subsection of that industry. I may be looking at manufacturing, specifically within that manufacturers of furniture.

Let me develop that thought further into the subsections you can have manufacturers who focus on using natural materials. Manufacturers who solely make for the hospitality industry And manufacturers who specialise on ergonomic designs to maximise comfort.

Another aspect is understanding the company size. Because how and what we communicate will be different between a local business and a multi-national.

Location is an important point of demographics. Potentially for your own ability to supply them. Or for me location relates to culture, language and understanding their national identity.

Furthermore stakeholder mapping will complete detailed information on the individuals within those businesses. So you understand their job role and other points like age and gender. And you will tailor your communication to them with this information. Making it more relevant and interesting for them.

Responsibilities and challenges

Generally as a B2B digital agency we have to appreciate your audiences job responsibilities. Specifically I want to understand who has the responsibility for buying. Particularly if they have both, responsibility for buying and sales success.

Because we can then seek to understand what challenges they face. Some buyers have percieved buying authority, but do not forget those ‘hidden’ decision makers that need to be ‘won over’ internally.

With appreciation and understanding of responsibilities we get insight into their objective. Whether it is distribution growth, increased profitability, condense suppliers or requiring just in time operations.

Communication preferences

As you build a profile for the key stakeholders considering communication is important. Because if I can identify their preferred medium i.e. email, phone or in-person I can tailor what I use for them.

Another point on communication is where do they access their industry information. For example are they on social media like LinkedIn or X or still focused on industry magazines.

Buying behaviour

We have to ask the question, do they have total decision making ability or are they an internal influencer.

Also what is their criteria for scoring new product and new suppliers?

As a result are they someone who needs every specific detail. Or do they prefer the vision and inspiration of what your solution offers.

To achieve even more detail on your audience, their persona and buying behaviour there is software such as https://www.delve.ai. I would utilise this software develop a more mature level of persona. Enabling you to think about personal characteristics, technological proficiency and best style of communication.

After all we want your buyer to feel like you know them. And having that relationship helps explain why a nurtured lead generates 47% larger purchases. An un-nurtured and uninformed buyer will not purchase and commit at the same level.

Optimise your B2B Digital Marketing With Buyer Journey Mapping

One in three B2B businesses have not identified their sales funnel.

Therefore 32% of B2B businesses are under utilising resources. Those resources being your team members’ time and your revenue. 

B2B buyers go through a buying journey. Knowing the journeys stages enhances your focus to generate ROI.

So what is this journey?

The journey your leads will take goes through the awareness stage and into the consideration and decision making stage.

Digital marketing B2B educational content

• Use blogs, these allow you to show your wider industry experience and provide B2B buyers with confidence.
• Social media, the top platforms for B2B are LinkedIn, Facebook and Twitter. If you are posting frequent and quality content they will get the ‘you’re everywhere’ effect. Keep the focus on educating rather than selling and it’ll keep building their trust in you.
• SEO optimisation, is important for your website to lead the industry for keywords. So whether you sell a product or service if you rank in Google Searches for the right words and phrases that will make your website easy to find. 

Consideration and decision making stage

In these stages the buyers should be warm after experiencing your different methods of educational content.

Typically a B2B buyer enters the consideration stage when they encounter a problem or an opportunity that they do not think their current supplier can deliver on. 

Another key point is at this point you will know the B2B buyer. You won’t know when they entered this new stage, but you may have built initial rapport.

For this purpose we need to be addressing concerns and opportunities. Importantly not just specific to the market but specific to ourselves. Because of that we have to create a different style of content:

Case studies

This content option offers a fantastic method to show problems and solutions and how your product or service is the correct answer. Case studies can show the benefits of your business that maybe are not obvious on the surface, but create real value for your customers.

Product demonstrations and webinars

Your content online (via webinars) you can conduct product demonstrations just like at a trade show. Observing this style of content can provide high levels of confidence.

They allow buyers to clearly grasp your benefits whether your products are physical or service. For example are your solutions better for their customer, easier to use or offer high levels of durability. As a result whatever is unique to you let a product demo/webinar show it off. 

Email drip campaigns

Hopefully you have your targeted B2B buyers contact details, and permission to use them. Now use an email drip campaign to target those contacts.

The ‘drip’ is about a pre-made sequence of emails, and you can build these to help the buyer as they go through the buying journey.

To understand the benefit of a drip campaign is that not everyone gets the same email at the same time.

If your buyer was showing engagement and the data showed this they would receive different emails to the buyer who showed zero engagement. 

Optimising customer journeys with AI

For me using AI technology with its ability to interpret data is about adding speed and insight. Even if it was tasks I use to do i.e. AI can help with the question and answer such ‘what do we write about in our blog’. And also using AI on how can I repurpose content so it stays fresh and brings more value.

Another point, using modern technology will allow you to optimise the email drip campaigns. Including the scheduling and creation but also testing what content works.

The more you run these campaigns the more you will see what email subjects, opening lines and overall content works and what doesn’t. Allowing you to keep developing the efficiency of your content to move a buyer through the journey of a sales funnel.

Compelling Digital Content Marketing for B2B

A significant aspect of digital marketing for B2B is your content marketing.

And this is not the ‘happy Monday’ one post a week approach on social media.

Content is about representing who you are as a professional organisation.

Showing the insights, knowledge and passion you have for your industry. 

So, if the starting point is content marketing what is compelling content?

Collated knowledge and information allows the content you create to be compelling.

Marketing with compelling digital content

Firstly decide on what your objective is for the content.

So for example my objective of this blog is to create a thorough introduction to digital marketing for B2B. Including real world examples and software recommendations. 

Maybe your goal relates to the increased ROI you deliver your customers. Or maybe the increased business phone security you offer. Or a unique manufacturing method which brings benefits to your customers. 

Then I would consider which customer or prospect segment are you making it for?

Other segments can benefit from the same content. But remember the different look and feel of the content helps connect with its intended audience. 

For instance if you service both accountants and real estate brokers then the same information on improving their CRM may be relevant. However make sure the visual elements look right for them in their industry. 

Collecting and delivering great content

Now I have my goal and my customer segment. Therefore it is now time to delve into your own analytics to find the data that will impress upon your customers or prospects the benefit of your product or service.

Find the data that does really matter to them. If sustainability is a highly important area due to governance and your product has significant eco credentials then find key statistics around that.

Now distribute your content to your customers and prospects inboxes and social media feeds.

Arguably this is the most important aspect.

And one method to keep pushing the message out there is to repurpose the base content. Generally done by taking a blog or video, pull out the key statistics, engaging phrases and thoughts and post producing tactical content. Whether that becomes written, photographic, infographic or an engaging poll. 

If that is the simplistic ‘how’ to create compelling content what are the formats?

Consider your website, does it have an SEO optimised long form blog?

I would then break this blog (base content) into multiple bitesize chunks of tactical content.

Posting these written word ‘chunks’ on social media can form part of an educational email sequence.

Furthermore if you want to also make them visual jump in with a infographic to get the point across quickly. Capture prospects lead data like email, number, name, position and industry by making this infographic into a downloadable article.

And if you want to further ramp up the benefits you bring then find a specific customer and create a case study that will resonate with one of your customer and prospect segments. 

B2B Digital Marketing SEO Optimisation

Whilst you are creating your compelling content for your blog considering its optimisation for SEO (search engine optimisation) is important. 

As although we can create any subject topic and email to customers if we have a blog we want people to find it.

Finding now days is through a search engine and not the Yellow Pages so if the content doesn’t match what people are searching your content could just sit there, unread and not generating an ROI for you.

Understanding keywords is what will allow you and your business to be found.

There will be many keywords that can be relevant for your business.

And as said many times now think about specific keywords your different customer and prospect segments might use.

A realtor, accountant, Saas business, logistics business and manufacturer may all search for ‘what is the best social media content for businesses’ and for example this could be something we would write about.

However they may also all search ‘what is the best social media content for a realtor …. Or Saas business …. Or manufacturer’.

Hopefully that shows that the more specific your keyword the more specific the searcher will be and also you significantly increase the likelihood of ranking on search engines like Google. 

Relationships build digital marketing success

A key element for your SEO strategy is building relationships.

This could be with local press to show what benefits you bring to the local community.

It may well be with specific industry reporters and outlets to showcase who you are and what you do.

And it could even be with your own customers putting those new case studies of yours to work. 

Now when we wrote relationships we meant backlinks.

Firstly what is a backlink, a backlink is a link from some other organisations site back to yours and typically to a specific page of content.

Search engines see them as a sign of respect that the other organisation values what you do and therefore the search engines like Google see the more backlinks you have as more trust in your business. 

Exactly like prospecting this is creating a pipeline of potential backlinks partners and building a relationship with them, create backlink partners are ones where you have mutual crossover of audience. So as said above your local press, industry news outlets and your customers who already love what you do. 

To start your SEO journey there are some software options out there to explore:

Understanding keywords, finding keywords and finding suitable links with https://ahrefs.com.

And to identify the traffic your content is generating so that you can improve, tweak and perfect it look to use https://analytics.google.com.

B2B Digital Marketing Social Media Trends

Now the first thing I want to write here is about the importance of being inquisitive. 

The ‘over night trend’ we all see has typically taken time to develop, reiterate before it ‘pops’ and becomes viral. Think in television terms, how often do you hear The Office or Friends references?

And over the decades social media has been around (easy to forget it hasn’t been forever!) there are some steady trends we see.

LinkedIn Power

For example LinkedIn is the number 1 social platform for B2B.

There are over 65 million business individuals with influence over a buying decision or regularly use LinkedIn.

One important aspect to remember about LinkedIn is the mindset it’s user will have. When users are scrolling LinkedIn they have a work mindset, as LinkedIn is a business network. Compare this to the life sharing and funny content you see on Instagram or TikTok.

These other platforms resonate much more with people’s personal interests.

Knowing your business focused content has a home on LinkedIn means you can focus where the ROI is.

However I have to highlight that your content has to bring value. Even on a business platform like LinkedIn people still don’t want content that is just a sales pitch.

You can share your companies achievements but on top of that use the compelling content from above to bring really value to your audience. 

Trend finding on X

Another trend is around real time engagement X (formally Twitter). X still leads for digital conversations that happening in real time. And is therefore useful to get insights into real time trends and what is happening across industry and in the wider world.

How you use this is up to you, many innovative and creative businesses use the changing trends to add their own piece of information, humour or point of view.

The benefit of this is whilst the topic is trending at its highest you can become a part of the conversation.

Jump onto X to have real time industry conversations, use it as a Q&A to listen to what is being said. 

And connect with a broad audience on X with the quick updates you share. Because you know those LinkedIn decision makers when they are on weekends or evenings spend time on other social platforms.  

Thought Leadership and Industry Influence

As I have said an amazing B2B stat is that there are 65 million people on LinkedIn who buy or can influence the buying decision. And also as I have noted they will also spend their time elsewhere. 

Data shows that 99.8% of LinkedIn users also use other platforms.

So whether on LinkedIn or on other platforms there are your key prospects in places where you can find them.

This makes ‘thought leadership content’ to create industry influence a positive way to build trust through creating content. Besides it will help drive a sales pipeline and lead your digital marketing for B2B. 

To build this credibility and trust your content has to move further away from selling your product. Remember from above, buyers don’t want to be ‘hard’ sold to on social media.

Digital marketing leadership content

For example your content (blogs, infographics, case studies) can naturally contain your business’s solutions. However it is communicated through the lens of solving a problem, rather than product features.

And remember the additional layer of content to move towards the higher trust of thought leadership is a wider industry approach.

An approach that is about longevity, customer lifetime value and recognition.

One example I would look to co-create is content in the form of discussion based webinars or blogs alongside other industry influencers.

Develop the practice of sharing helpful industry guidance in the form of articles, blogs and white papers.

All of this shows you and your businesses involvement right in the centre of the industry. And therefore how you are supporting your industries overall development. 

If your next question is ‘how do I find the time to do this?’ then don’t worry.

There is technology used across many industries such as https://www.brandwatch.com.

Brandwatch is a software platform you can refine. In doing so it will listen in (or rather watch on socials) to what is happening and relevant for you. And now armed with knowledge you can use that information to inform your thought leadership strategy. 

Email Marketing For B2B Digital Marketing

I hope by this point your digital marketing will be in a significantly improved position.

You will understand your customer segments and be talking to your customers and prospects via social media.

And now is the time to layer on top and talk directly to them straight to their inbox.

Many people will hear email marketing and immediately mention how much spam they receive. 

However if you consider most marketers see an average email open rate of 46-50% you can see why this is about quality. And not about the spam that actual spammers send out.

For that reason we want an enticing subject line and equally important we want to consistently provide valuable content. So we are not just spamming your customers. 

Getting personal

Firstly, a really simple win in your targeted campaign is to personalise it. Do this by mentioning the recipient’s name just like you would in a real life conversation.

From there use your segmentation to make your emails personalised even further. 

For example identify where your tone and topics would be different in conversation with different customer segments. And for the same reason identify the differences in your communication between different people within an organisation. For the purpose of this topics discussed would generally be different between a c-suite executive, marketing and customer success teams.

Produce your content topics through the same lens. Bring those differences that make your interactions personable and engaging to your emails. By doing this people understand that you know them and what is important to them.

Email drip campaigns

To establish email marketing as a core component of your sales pipeline utilising email drip campaigns is pivotal. 

A drip campaign is where you have created a multitude of emails in advance before sending them to your different customer and prospect segments.

And as the recipient reacts to one email the automation in the drip campaign will analyse their interaction and send them the next relevant email.

For example if the first email got no reaction, the follow up could be a reminder around ‘did you miss…’.

But if the first email got a click-through, the follow up could be a more in depth case study on that topic.

To move you faster to a successful email marketing campaign there are tools like https://mailchimp.com/ that incorporate AI to learn and move faster. 

It can help with adjusting the email content to increase success and identify the best dates and times to send emails to get responses and engagement.

Building And Nurturing Relationships

The purpose of your email marketing campaign should be to build and nurture relationships.

Content can utilise your thought leadership digital marketing strategy to build credibility and trust for your business in the industry. It can all interlink to bring more value to your customers and generate ROI for you.

As I have noted above you can conduct email drip campaigns. 

As an illustration building a relationship could look like?

Firstly identify the individuals and businesses being contacted. For example specific segment and they are currently prospects.

Introduce your company – let them understand who you are and what you are about.

Provide valuable resources – from blogs, to case studies, interesting statistics, this is your core point to build that relationship, trust and perspective that you are a market leader.

Introduce relevant benefits – with the successful progression of the drip campaign use the key statistics to build in how your products and services add value and bring benefits to their business. 

This is a journey structured with automation so a new contact cannot be rushed through it as each new email depends on their engagement with the last.

However, you can be confident that it will nurture them through the information and along your sales pipeline. 

CRM support

But one common miss-step is not to have a supportive CRM system.

CRM (customer relationship management) and its integration can unify marketing and sales teams.

Above all it will hold the data on specific customers and prospects allowing for deeper personalisation.

As a result it has a complete picture of the interactions with customers and prospects it allows for more effective communication. Importantly it limits the risk of no follow up or reduced communication.

Both of which can cause lapsed customers and reduced prospect development through your sales pipeline. 

Generally with prospect growth being so critical for many businesses’ new business growth targets there is one additional step that can be taken.

Power of data for B2B digital marketing

Now you will have a significant amount of data. Such as data from testing what messages worked to which specific customer segment.

And even what message order, day and time they were sent.

It is a good time to utilise the data crushing power of AI, like Forwrd to interpret trends to inform your future actions. And build knowledge on content to create and which style and tone of email to send and test.

The Best Software To Get You Started In Digital Marketing For B2B

B2B digitial marketing can be taken in house. These are the software packages I have experienced that can make a difference.

Moz	Canva	Brevo	Buffer

Moz SEO: Get Your Digital Marketing Discovered

First thing to know, iyou are starting your B2B digital marketing journey, whether that is for a new venture.

Or, pursuing digital marketing improvements for an established business Moz delivers a great starting point.

Moz is really useful if you want to sample their free SEO tools to understand how impactful it will be for your business before signing up.

This is because they have some very good tools such as My Online Presence.

For example if you want to be the ‘go to’ in your town Moz? By using Moz Local it can help you dominate local SEO.

Helping you reach more of your local businesses who are potential prospects.

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But Moz is not just limited to helping you be found locally!

Additionally as you develop your digital marketing for B2B strategy, Moz’s data analysis will give you unique insights and knowledge to make a real difference.

Moz Pro SEO software will inspect every area large or small of your website and content.

This detail will uncover the hard to find harmful issues that can impact your ranking in search.

Once the foundations are strong Moz Pro can give further feedback. Importantly tailored on which areas of your website to focus on.

Another point is Moz will provide information and keywords that will take your page from being ignored to moving up the search rankings. 

Moz sentiment analysis

Moz can also conduct sentiment analysis on any reviews left about your product or service.

And from this understanding of emotion whether comments are positive, negative or neutral provides some real improvement opportunities.

As it is from those reviews that real unique selling points appear. And due to understanding the sentiment they may even be different to how you view your own business.

Alongside these reviews your USP’s are important as that will help influence prospect businesses to become a customer.

Moz, who are they?

They truly are experts in what they do.

Moz has origins that data back to 2004.

Founded as an online community sharing best-in-class research and examples via their blog.

This evolved into a consultancy, and then they got investment for the software they were developing.

More funding and a realisation to stay focused on their expertise is what has led Moz to be the leader they are today in SEO optimisation software.

Moz ‘Top Features’

Mastering digital marketing especially in SEO can be in the relevant knowledge and education as much as the doing.

So to start with our top features we will go back to the routes of Moz which was a leading informational blog in SEO, so:

Moz blog

Their Moz blog is full with how-to-guides. Stacked with information so you will understand what you need to be SEO successful, why you need to do that and how to correctly implement it. 

MozBar

Incredibly a free tool and extension! As you conduct SEO research it will give you a mass of data. You can then use that for your keyword strategy and link building to name a few options.

Moz Experiential Reviews

We all sign up to something new so it is always good to know from those that have gone before you.

Here are some of the thumbs up and down for Moz.

Thumbs Up:

• Many reviews complement outstanding customer service, problem resolution and a commitment to customer satisfaction with their products.

Thumbs Down:

• Some users express dissatisfaction at auto-renewal billing and potential an area that Moz can improve to ensure all customers understand their payment terms.

Canva’s Content Creation Software Helps Get You started in B2B digital marketing

Canva is best for businesses who require an easy-to-grasp way to build unique professional content.

It is almost easier to list what you cannot make with Canva.

However if you need to create bespoke infographics, you can do that.

Need to have powerful social media images, you can do that.

And if you need a presentation, website imagery, short form video, or website, you can do that.

You get the jist. It is an impressive platform to be creative and be inspired.

And if you are starting to move your business’s digital marketing needle Canva can help you create content at scale with its AI Magic Studio.

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Canva is the best for your content creation for the starting point of inspiration.

Many times whether it is a pitch deck, social media strategy or even one social media post we sit in a place of ‘writer’s block’.

Canva has 100M+ visuals in their content library.

In real terms that means inspiring photos and videos.

And templates to get you started, to make your message jump out and get noticed.

And even more, with AI in the form of the Canva Magic Studio can be used with prompts such as ‘give me 5 suggestions for LinkedIn posts around the subject of….’.

With that starting point getting ROI on digital becomes much easier.

In a world that gets faster Canva puts team collaboration in the fast lane.

Work on a project together in real time.

Collaborative in Canva

Place your brand guidelines into Canva and speed up creativity. With no need to hunt through files again for that specific image. It’s already there.

Now you have all approved branded images in one place let cross departmental teams create brand consistent content.

Having a sales focus I would start to create LinkedIn content. With brand guidelines in place it will be on brand each creation consistent. And once created you can even share it directly from Canva to social media.

Indeed even more confidence comes from the brand guidelines within Canva. As it allows anyone for example account managers create on brand documents from within Canva, no more rogue presentations. 

And don’t be mistaken for Canva just being about creating your content.

Organising with Canva

Features within Canva will help create your structure as well to deliver on your content strategy.

You know you can collaborate with team members already.

Additionally they can access the timeline of a project. For example Canva Whiteboard can be set up to include Gantt charts to track progress against deliverables in a project. 

In this instance your project may be LinkedIn content creation. And coupled with the statistic, Canva sees a 60% increase in content creation within one month of usage. Organising and tracking progress becomes very important.

Schedule with Canva

Equally important is to schedule your content alongside its creation. Engaging and valuable content can get left behind and forgotten.

But right from within Canva you can schedule where and when that content will be published.

And you can always go back into the Canva Planner to analyse the contents performance. Allowing you to move forward with the good by keeping learning and improving to generate awareness. 

Canva, who are they?

Canva is the software behind 15 Billion (and growing) designs.

They themselves started their journey in 2013.

With a mission to empower everyone in the world to design anything and publish anywhere. 

In their first decade they appear to consistently win awards, pop up as a great place of work and clearly use their own software to design their creative inspiring workspaces!

Canva ‘Top Features’

All things considered using Canva as a tool for your B2B digital marketing is a great starter. Whether you need to speed up your content creation process. Or to refine your brand guidelines to create internal consistency for increased brand awareness.

These for us are Canva’s top features:

Content at speed

Speed of content creation. Although not a specific feature, this is built into their entire platform. From their Magic Write, Magic Switch to the incredible selection of pre-made templates. Creating quality content at scale now becomes possible.

Branding consistency

Branded team templates. With the need to get more team members sharing more content ensure your brand is always top priority. Keep consistency with your pre-made brand specific templates to keep your style, voice and image looking great.

Canva Experiential Reviews

We all start something new so it is always good to know from those that have gone before you.

Here are some of the thumbs up and down for Canva.

Thumbs Up:

• Canva receives praise for being a valuable tool for content production and being versatile with many features.
• Reviews from users also appreciate Canva’s wide range of templates to inspire and start creating.

Thumbs Down:

• Some feedback from users state they have experience a slow performances and frustration from that.
• Others were disappointed and highlighted professional graphic designers would rather use different software. 

Brevo Best Email Marketing Software to start digital marketing

Brevo is a digital marketing powerhouse allowing you to communicate your message across, email, SMS, chat and Brevo even has the capacity to receive inbound calls.

It is best if you are starting your digital marketing journey and need an email platform to help link everything together to grow your business. 

But also you can even start to send 300 emails a day to start your team’s usage of the Brevo software.

Then assess how the creative Brevo template emails can generate inbound calls via your free Brevo phone number.

And you can even use the Brevo meeting function to get your prospects and customers booking meetings into your diary.

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For your B2B digital marketing Brevo has several optimal features that allow you to start email marketing.

As a business you need control of your costs.

And a financial forecasting positive of using Brevo, as your business and contact list grows your Brevo billing doesn’t. 

The starting point on why Brevo will power up your digital marketing efforts is their super simple template design for your emails.

So whether it is an introductory customer email or the 6th email in your prospect drip campaign you can curate a design that will inspire opening, reading and taking action on your call to action.

Even with experience in digital marketing having Brevo’s templates speeds up your email creation. And therefore spend more time getting them sent and read by your prospects and customers.

One important part of this is Brevo’s confidence and statement that their servers are built to achieve the best possible delivery. 

Because without high deliverability having easy to use and impactful templates is irrelevant. 

And another reason Brevo is a great partner to start increasing your digital marketing efforts is you can send your emails and get a simple email analysis dashboard. 

Especially as you start your digital marketing journey with email being able to quickly analyse what is working and what is not is important.

By having a clear analytical dashboard helps improve decision making to optimise important information like what day and what time you send emails. 

All the way through to identifying which subject lines increased opening rate. 

Brevo, who are they?

Brevo is a software godfather that you may not have even heard of.

However it was founded in 2012 and it has over 500,000 happy customers.

Focused on ease of use, high value and outstanding support shows why as a business leader you can, like so many others, lean on Brevo as your starting point to improve the ROI of your digital marketing. 

Brevo ‘Top Features’

The more you dive into Brevo to support your digital marketing the more you see its potential for ROI.

For one thing all its communication options with email, SMS, whatsapp and phone calls. Alongside this it has the ability to be your CRM, track prospects and help close deals.

So these are Brevo’s top features:

Email campaigns

As the back bone of digital marketing using Brevo’s easy to user drag and drop will help create your compelling emails. And with the automation you can guarantee those emails reach your target audience when you want. 

Deals pipeline

Is an insanely user-friendly tool to manage your pipeline. It will keep you on track with your ‘to-dos’ so you keep moving the prospect closer to conversion.

Transactional emails

Back to emails as a top feature this time ones that delivers an immediate ROI. If you promote a B2B product could you create a transactional email to generate sales?

Brevo Experiential Reviews

When we all start something new it is always good to know from those that have gone before you.

Here are some of the thumbs up and down for Brevo.

Thumbs Up:

• Brevo reviews highlight their professionalism and effective solution handling.
• Also many point out its user friendly platform to get started with digital marketing. 

Thumbs Down:

• Some reviews highlight a lack in customer support.
• Other reviews state their accounts were blocked and they were informed to read Brevo’s anti-spam policy but given no specific as to why they had been blocked. 

Buffer: Best Social Media Planning Software to start digital marketing

Buffer is best for starting your B2B digital marketing social media efforts.

With its amazing free tools and even free entry level package you can become familiar.

Start using it and see how Buffer can help be the inspiration for your content.

Or experience how its time saving post scheduler lets you create and forget. Well until you analyse its ROI once posted

With everything you do measurement is key to deeply understand what adds to your business and what takes away.

And within Buffer it has a deep level of analytics so you can develop processes to keep generating what is working to capture your prospects and customers attention.  

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Buffer is a digital one stop shop.

Developing your digital marketing for B2B can always raise questions. Such as being unsure about how to use social media channels.

Firstly, we all see the impact social channels have B2C.

And it is important to remember the buyers you want a relationship with are using various digital platforms.

From personal social social, professional channels like LinkedIn or even learning new skills and knowledge from YouTube or TikTok.

Manage everything within Buffer

Buffer helps as you can manage all of your actions from within one location.

It has an AI powered assistant to get your teams creativity firing.

Utilising that is really important to generate the different content and angles for your different audiences.

With many individuals whether in sales or marketing the struggle is to come up with social media content ideas.

And what we all want to create is engaging and interesting posts.

Some of those posts can be fun and others can be educational. 

And importantly not every post should be a sales pitch of a product. But how many of these do you see?

Social media content is within

For example bring your business to life by shining a light on your internal services and the stories about the teams within.

Or even spot light the efforts and lengths you go to in your product development team.

You will have loads of fantastic topics to write about and use Buffer’s AI assistant to help turn those into great content.

Now you are sat there with a wide range of content. And what you don’t want to do is now lose time manually entering each social media app to post content at the right time on the right day.

Buffer delivers on your need here with a very user friendly and intuitive scheduler.

So now when you are posting on X, LinkedIn or TikTok you can plan exactly when you want it to be posted.

And if you start to find buyers are having an 11am scroll through LinkedIn you can edit your posts to 11am to make sure your content lands as they are on the platform. 

Get engaged with Buffer

You’ve sat there knowing they are posting and now want to know what engagement is taking place.

Needing to engage with new potential buyers is potentially why you’re starting this digital marketing journey after all.

From within your Buffer account you can see exactly who is engaging, liking and commenting on your posts.

This means you can start to build relationships and interact back with them as you develop a picture of what they find interesting and helpful about your business.

From here you can become an expert in getting your social media digital marketing to create ROI for your business with Buffer Analyze.

Buffer will analyse how your content performs as soon as it hits social feeds.

And this will allow you to inform your strategies for marketing.

You will learn if you are connecting with your desired audience and how are they engaging with your content.

From here Buffer’s Analyze tool will give personalised recommendations to enhance the engagement and reach of your posts.

This can relate to highlighting key information around what post type is working best for you.

Maybe your leads are loving the videos of your hardworking warehouse operatives.

Or your customers find value in the infographics showing the stats on how your products perform. 

Knowing this is the power to fine tune what you do and reach more of the people you want to reach. 

Buffer, who are they?

Buffer is a very unique business in many ways.

Firstly, the founder Joel is still leading the business after its initial creation in 2010.

Secondly, is the fact that every employee is remote, wherever they want to be based and work a 4 day week.

And another point, their high levels of transparency. For instance sharing the employees salary data and also key business financials with the optimism of pushing their industry forwards.

And through all of that they have become one of the most known and loved social media marketing softwares serving businesses in the industry.

Buffer ‘Top Features’

We will breakdown into the actual features but it is important to note how user friendly and intuitive their software is.

So whether getting familiar for the first time or if you’d say you are a ‘low tech’ person Buffer will help get you up and running and making an ROI impact quickly.

And besides that here are their top features:

Plan and publish

Placing your content to go out at the best time for engagement is your social media ROI win.

Analyse your social media

Buffer’s analytics let you make informed decisions about the performance of your content and its impacts on prospect pipelines and conversions. 

AI assistant

In a world of creation having your very own assistant who is an expert in your social media is a game changer to create quality content at scale.

Buffer Experiential Reviews

We all start something new so it is always good to know from those that have gone before you.

Here are some of the thumbs up and down for Mailchimp.

Thumbs Up:

• Is highly praised in reviews as the best social media scheduling service for just that, being very reliable and consistent for scheduling and publishing.
• The customer support is also commended for providing quick replies and thorough investigations.

Thumbs Down:

• The dissatisfaction expressed in reviews cite poor customer support experiences.
• Other views raise issues with unreliable post scheduling and failed posts without clear explanations. 

Grange And Cairn Conclusion

Digital marketing for B2B will become faster paced, requiring more urgency, quality and preparedness as more businesses adopt a more analytical approach whilst utilising AI.

For leaders especially in sales a hurdle can be understanding the true options and functionality of software within the B2B digital marketing space.

And importantly leaders and again especially in sales need to appreciate how that will drive your customer journey. Generate new customer signs up and customer retention. 

With the integration of AI powered and leading digital marketing software you are going to be able to:

Understand your current search engine results page position, analyse your industry, analyse your competition and identify your opportunity to put you literally in pole position with Moz.

Create content that is as good as your products and services with Canva. Show the how and why of the solutions you offer in novel, informative ways that you can easily produce.

Make immediate inroads into email marketing even if you are starting from zero by using the power of Brevo. Talking consistently to your prospects and customers builds relationships.

Deliver content whenever and wherever with the likes of Buffer. You can show prospects and customers why you, rather than telling them.

Editorial process

Our articles are curated by experts in B2B business with expertise in AI. And are focused on the technological opportunities that exist for B2B businesses.

The reviews are constructed through the analysis of hundreds of actual experiences and condensed into our concise thumbs up or thumbs down format. 

Some of the links in this article may be affiliate links. This means at no cost to you they may provide us compensation that helps fund the costs of this site. 

James Ambel

With over a decade of B2B expertise across multiple industries and a passion for integrating new technology to elevate his ROI James’ writing allows all of this to come together. His belief is many B2B businesses could maximise their time, focus and ROI to an even higher level.