Marketing strategy

B2B marketing tactics that can help move the needle – TechCrunch

B2B marketing tactics that can help move the needle – TechCrunch

Your target customers may discover your website through ads, searches, word of mouth, or offline channels like direct mail or events, but when they arrive, 99% of them typically crawl your homepage and bounce.

The fastest growing businesses show each visitor the most relevant content to immediately signal that they are a good fit and deserve further investigation.

While there are hundreds of ways to customize and optimize your website, knowing what to focus on and when can be tricky when looking for maximum impact. After years of experience in website personalization, we’ve gathered unexpected, yet effective and scalable tactics from some of the fastest growing companies.

If you execute these 10 tactics well, we’re confident they’ll help you progress faster and look really, really smart while doing it.


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Promote the right content to the right people

You spend a lot of time creating content for your customers, but they usually struggle to discover content that’s relevant to them. Consider adding a custom banner that presents the right piece of content to the right visitor.

Banners are a great way to capture the attention of target accounts during the evaluation phase. And banners promoting white papers or linking to analyst reports are relatively quick and easy to set up.

When creating your banner content, keep the in-banner copy brief and clear – a short, crisp phrase that piques interest. Your CTA should be strong and actionable and tell the visitor what they will get.

example of a personalized landing page

Picture credits: Mutiny

Invite prospects to an event with their peers

Creating a set of peers focused on solving common challenges is a powerful event tactic we’ve used. We’ve also seen it used by companies like Segment.

Create a personalized invitation to an event that relates to your target account’s vertical or use case. The component should lead to a landing page for a recurring event like a weekly webinar or a major flagship event.

Kyriba achieved a 2.2% click-through rate with this tactic. For a typical B2B website with traffic of around 50,000 visitors per month, that’s 1,100 target account engagements with just one hour of effort. Picture credits: Mutiny

Take advantage of your prospect’s competitors

We’re going to take a risk and assume that no matter what you’re doing, you pay close attention to your competitor’s moves. Here’s another crazy idea: the same goes for your target accounts.

Use this inherent drama to create custom banners that lead to a case study showing target accounts how their competitor is using your product. While the implementation can be quite simple, it will still take some work to create the competitor case study for each target account vertical.