Playing the Long Game in B2B Marketing

April 21 2023

When you’re living in a material world, instant gratification is the name of the game and your business-to-consumer marketing approach should cater to its audience accordingly. However, when your focus is on B2B marketing, your clients’ services are the product and the purchasing process is not as simple as clicking “Add to Cart” nor should it be. Welcome to the B2B marketing trenches. It’s a lot of work over an extended period of time, but you’re going to love it…even if you never finished a game of Monopoly. 

In the B2B space, it’s all about building trust and establishing your clients as thought leaders, which can be accomplished in a multitude of ways.

As with any marketing strategy, the baseline should be to address the audience’s pain points in ways that allow your clients to get the most value and longevity out of their efforts.

Your clients and their teams will need to evaluate their schedules to understand how much time they can devote to this arm of their business. It’s up to us as PR professionals to strategically guide them through the process of creating cornerstone content and repurposing it in ways their audience will actually consume. This doesn’t always look like landing a big TV or magazine interview. Being mindful of the platform’s saturation level and capacity for your client’s content is a key facet of a successful campaign and can lead to in-depth conversations with potential customers.

B2B marketing content should provide unique information truthfully in spaces the audience is apt to see and use authenticity to nurture meaningful human connections. Audiences can easily differentiate between real thought leaders and pseudo-intelligent fakers, so it’s vital for your clients to articulate their perspectives online in ways that do not contradict their authentic selves. It’s equally important that they speak to the various decision-maker personas in their audience who occupy a range of influential positions and encounter starkly different pain points. Your generic messaging should be collecting dust by now.

In this week’s episode of PRGN Presents, Abbie Fink and Natalie Ghidotti discuss the foundation of developing versatile B2B content and ways to assist clients on their thought leadership journeys.

Listen to find out how to help your clients with B2B marketing and get the conversation started (and keep it going) and follow the PRGN Presents podcast on your favorite listening platform for the latest news and PR tips from our network of experts.

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Natalie Ghidotti
CEO, Ghidotti
Natalie Ghidotti, APR, is principal of Ghidotti, a public relations and content marketing agency she founded in 2007 and has since grown to serve a wide range of clients, including some of the region’s best-known brands. Before joining the public relations world in 2004, Natalie served as special publications editor-in-chief at Arkansas Business Publishing Group, where she was editor of Little Rock Family, Arkansas Bride, Little Rock Guest Guide and other magazines for five years. Natalie is a past president of the Arkansas Chapter of the Public Relations Society of America, serves on the Executive Committee for PRSA National’s Counselors Academy and has been a speaker for several PRSA International Conferences. She was honored with the Crystal Award from PRSA Arkansas recognizing lifetime achievements in the PR industry.