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The Secrets to Making Bank with B2B Marketing

August 30, 2018    |     Lindsay Jawor

Why aren’t we making more money?

If your leadership hasn’t asked you this, then you’ve asked it yourself. B2B marketing is about making money for ourselves and our clients. And marketing is pretty straightforward, right? Then why aren’t we making more money?

First things first: marketing is definitely not straightforward anymore. Stop thinking about marketing as a linear process, and definitely stop thinking about it as mere advertising. Start thinking about marketing as a collaborative effort that directly drives the revenue of your organization. With that in mind, let’s make more money.

Here are the five secrets to making bank in B2B marketing:


Smarketing is a term created to describe a synergistic relationship between sales and marketing. If your marketing and sales teams are still working in individual silos, it’s time to break down those walls. A successful marketing strategy has sales and marketing working in tandem to turn leads into customers.

The most effective, direct means of engaging prospects is content. Taking your data and using it to create personalized content is key to creating quality SQLs for your sales team. Continually collecting and utilizing data, and sharing it with your sales team, is key to closing sales.

Clean, In-depth Data

Data is the center of modern marketing strategies. As a result, ensuring that your data is clean, accurate, and timely is vital to making money. Unfortunately, garbage data is not hard to find. It can also be incredibly enticing, as it is often easy to acquire and tends to build quickly on itself. But making assessments based on bad data is a dangerous game, and the wrong data decision can lead to business tragedy.

Agile Content

Agile content marketers don’t just push out content—they work within their organization to create a strategic timeline in which content is disseminated in short bursts. This gives the content a richer, more interconnected feel and builds a library of content rather than a jumble of one-off pieces.

According to Forbes, “93% of CMOs who employ Agile practices say their speed to market for ideas, campaigns, and products has improved.” This speed is key in the fast-paced modern world of marketing. Getting better content to audiences at a faster rate helps close sales faster and more frequently.

Individual-Based Marketing

Keeping your prospects happy and engaged is vital to the marketing process, so there’s no such thing as one-size-fits-all marketing. Generalized campaigns don’t garner nearly as much engagement as personalized marketing efforts.

Most of us have turned to technology to help simplify our marketing methods, but even the most complex martech stack can’t naturally account for the quirks and divergences that make us all unique. Making those campaigns more effective takes a different lens, where we treat leads as human beings—human beings with budgets, who can become human customers.

Ditch the Funnel

If content is king, then demand generation is the new court culture. And it’s not just the latest fad; demand generation is the next advance in the marketing realm, and it’s not going anywhere anytime soon.

Instead of looking at leads in your pipeline as a funnel, start looking at demand units. These are the buying groups within an organization, and should be the focus of your marketing efforts. In order to generate true demand, these individuals hold the key to your ROI.

We’re finally making more money!

It may take time and money to implement these processes, but the increased revenue is well worth the investment. If you’re ready to start making more money, find out how Advantage can help. Contact us today: Click Here.



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