Five Principles for B2B Marketing Success

Blue Barn Consulting is open for business! I’m excited for the impactful marketing strategy projects that will come our way, and the many relationships we will cultivate and grow. I want us to take on complex B2B marketing projects and be challenged to find innovative solutions. And have fun, of course. 😉

During this time of transition, I have been thinking about the traits that have been valuable and have brought me success in my marketing career. 

Five principles for success, in marketing and in life:

1. Data is not just data. We are very quick to look at the numbers in business-to-business marketing, but knowing the definitions of the metrics you use for demand generation campaigns, for example, how those numbers are gathered, and why those definitions are used is important. Usually it has to do with your business model, or in some cases, the tools that are used to run the business. If the business model is defining the metrics, explore the impact these details bring to the business. Net-net, don’t assume anything and take the time to discover.

2. Take chances. I have found that circumstances do not often push you toward change, but there is wisdom in planning for the future. You don’t want to be forced to do so when you’re under fire. We know business changes quickly. If possible, devote 10% of your effort to trying a new channel, a new tactic, a new message as part of your marketing strategy. That way you’ll be better prepared with the data and intelligence you need when you have to make big decisions.

3. Get things done. Near-perfection is your friend, but perfect-perfection is definitely your enemy. You need to move ahead, rather than be mired in indecision. One way to achieve this is to limit the number of opinions you need to integrate into your marketing project, so make sure to outline the “whos” and “whens” of sign-off. Learn to stub your toe a few times; you will discover how best to navigate the roadblocks, while getting sh*t done. 

4. Fall in love a little. Yes, I mean it! If you don’t get a little flutter when you think about the solutions you are selling, you will ultimately fail. The “wow” and “awe” factor you feel will translate to what you do. Love will help you understand the data, take (good) chances, and get things done. And who doesn’t like being in love?

5. Have humility. You might think this is counter to business goals. Maybe it is. But being clear-eyed about gaps in your knowledge and your personality flaws goes a long way in moving things forward and, maybe more importantly, working well with others. That’s certainly true for me. Next time you are faced with a frustrating situation, take a deep breath and question your role in it. You might be surprised how good humility feels.

I have learned to live these principles over time, and I hope this list spurs you to think about your own principles.