In the world of promo, being an expert marketer is key. You know that every brand is vying for attention, and it’s not enough to simply add logos to products. You need to understand what makes people tick, what captures their attention and what inspires them to take action.

Knowing the ins and outs of marketing isn’t just helpful but essential. When you know your target audience, you can craft campaigns that resonate.

Jason Ball, the founder of Considered Content, says that while marketing may be straightforward, it’s certainly not simple. There’s no playbook, but there are some fundamental principles that work.

In this issue of PromoPro Daily, we share a few ideas from Ball on how to become noticeably better in your B2B marketing.

  • Get to know your clients. This means understanding them in both broad and specific terms, Ball says. If you know their pain points, you can create content that speaks directly to those challenges. You must also understand their fears, he says. B2B purchases involving five- or six-figure sums can put decision-makers in the firing line.
  • Make sure they know your brand. The goal with B2B marketing is to make sure your target audience thinks of your brand when they think of promo. Ball says it’s critical that when customers are ready to buy, you pop into their heads.
  • Be distinctive. Use promo to stand out from the crowd. Ball also recommends having a strong point of view about things that matter to clients. He suggests contemplating the most audacious thing you can do in your category and how you can ensure your clients remember you next month or next year.
  • Cast a wide net. In B2B marketing, Ball advises prioritizing reach over depth. Fish in the biggest pond that makes sense for your business, he says. This is because many people often need influencing, from senior leaders to sponsors to admins.
  • Mix things up. Remember that you will have seen your own marketing countless times before most of your ideal customers have seen it once, Ball says. Look for ways to freshen up your message.
  • Market your marketing. This isn’t the time to be shy about what you’re doing. Ball says you should make sure your company’s senior leaders see the value you’re delivering. Talk to them in terms of growth instead of engagement and revenue instead of leads.

There’s no one right way to succeed in marketing, but there are many solid ways to improve your performance and impact. Start with the ideas above to take your marketing up a notch.

Compiled by Audrey Sellers
Source: Jason Ball is the founder of B2B marketing agency Considered Content, a B2B marketing agency that works with tech brands, professional services firms and manufacturers.