When we’re running B2B Marketing campaigns for Visionary clients, we’ll produce highly strategic content pieces and put them in front of thousands of targeted decision-makers.
So, in addition to qualified leads, there are some profound 2nd order benefits that almost all clients experience as a result. But often clients aren’t even aware that it’s their campaign creating the impact, because the 2nd order benefits can be difficult to measure.
PS- To avoid missing out on these benefits, it’s crucial to understand why some marketing campaigns fail. Learn more about Why Campaigns Often Don’t Work.
Remember, every piece of top-notch content you put in front of your audience is like sending out digital ambassadors for your brand:
- They flow through the social media ether
- People start talking about you in their office
- Decision-makers become aware of you, they share your ideas
- Current customers and old prospects are reminded of you
- Opportunities “suddenly” arise from everywhere …
If you’re running a great B2B marketing campaign, here are some 2nd order benefits you are likely experiencing:
◆ Current customers reach out for more services –
When your advertising retargeting is well implemented, you’ll put LOTS of profound content in front of your CURRENT customers.
Just by being in front of them every day, educating them on social media, and reminding them about your level of knowledge… You’ll notice they reach out frequently for more services and more work.
◆ Amazing levels of market intel –
During the process of advertising, experienced marketers will learn exactly what messaging your audience is responding to.
Then, if your marketing team is codifying that data, you’ll have that intel available to evolve all your marketing, sales, and business decisions going forward.
(TIP: “Codifying” is a critical technique that many advertisers miss, which means all the lessons learned are lost over time. It’s a simple fix, just start logging your advertising tests and the outcomes)
◆ Staff inspiration –
Your team also sees your content regularly >
– they become aligned with the mission and the message
– they feel they are part of something big that’s making an impact, and
– they get educated
And when you’re extracting deep levels of knowledge from your SMEs and communicating it powerfully on social media – that becomes an upgrade at every level of your business
TIP: Video content can play a key role in delivering these messages. Learn more about our B2B video production services.
◆ Your sales cycle speeds up –
Now, you’re at the top of every prospect’s mind, every tender board member’s mind, and every procurement team’s mind while they are on their 3-month – 12-month+ sales cycle.
They are seeing your brand and your team “everywhere” while comparing your proposal against the 2 other proposals they are mandated to receive.
You bet that’ll have a tangible impact on the outcome of their final decision, and the speed at which they can make that decision.
Top tip: to make the most of these opportunities, it’s important to start your sales calls on the right foot. Find out how to begin your calls effectively in our guide to B2B salesmanship.
◆ Mindset upgrade –
As you start seeing your thinking, and your IP, sent in front of every decision-maker in the industry…
And you watch them engaging, clicking, following and liking…
It upgrades your mindset in general. Now you’re a REAL thought leader.
◆ Opportunities “suddenly” arise “out of nowhere” –
We see these almost unanimously across Visionary’s B2B clients:
– You’ll hear from investors and partners
– Your network FEELS you’ve levelled up. Referrals come from everywhere
– People will want to re-sell your services as partners
– Big proposals and deals suddenly start to land
It’s often difficult to link these to the campaign. Except that these opportunities only started appearing once your campaign was launched.
Wrapping It All Up
In Visionary’s campaigns, we’re always focussed on the agreed project vision first and foremost, which is usually:
- More QUALIFIED leads, and
- Noticeably improved revenue
But we’re also always reminding our clients to be aware of all the wonderful 2nd order benefits that come from putting high-quality, strategic content in front of a targeted audience, at scale.
Check out some case studies and client reports to get a feel for this impact in the real world:
https://visionarydigitalstudios.com/samples