Hey ,

Here are 5 proven ways to get more with less in B2B marketing:

1. Focus on 20% of accounts that generate 80% of revenue and referrals

Here’s how:

• Use the appropriate channels: be where these buyers are
• Leverage customer-message fit: tailor your marketing messaging to resonate with buyers from these accounts
• Share content that adds value: answer these buyers' questions instead of brainstorming content behind closed doors

2. Understand that 20% of channels & campaigns generate 80% of results

Don't spread yourself too thin by trying to be on all social media at the same time.

Master one channel at a time. Double down on the best-performing channels, and you'll reap compound results.

3. 20% relevant content, 80% of distribution & repurposing

Here’s the first step: make your content relevant

• Understand how your best customers discover, evaluate, and purchase your product
• Collect all the triggers, questions, and objections they have at each stage
• Research their target channels, the influencers they follow, the communities they belong to, and then craft your topics based on the questions they usually ask

The second step. Get your content to your buyers

• Create, repurpose and share native content on target channels - instead of investing in long-form, keyword-rich articles or white papers 
• Co-create content with people that your buyers already follow and trust
• Repurpose using different target channels and formats - and you'll attract the attention of different buyers at different stages

4. Focus on 20% of activities that bring 80% of results

Resist the shiny new objects. Remember, the grass always looks greener on the other side.

Here are our pro tips:

• Do more of what works
• Operationalize: make sure you have an evergreen, repeatable and predictable process
• Figure out how to scale and get even more out of it
• Experiment strategically: choose new channels or plays carefully
• Spend 20% of time experimenting, and 80% on proven plays
• Define leading indicators and the timeline for the experiment
• When you prove your new play is working, operationalize and add it to your core activities

5. 20% of partnerships that drive 80% of results

Co-creation and co-marketing with the right partners is often among those 20% of activities that produce 20% of audience growth.

But remember, not all partners are created equal.

Sometimes it's nice to partner with a very well-known brand or a thought leader. But more often than not, it's smaller partners who are more engaged and will put more effort into promoting co-marketing activities and co-created content. So, choose your partners strategically.

Bottom line is - you don't need more marketing activities, you need a few of them that actually drive pipeline.

You don't need more marketers, you need fewer but more skilled people who can generate revenue.

You don't need more leads, you need better clients and more revenue.

Here are some listings from our job board that might interest you or someone around you.

TRENCHES JOB BOARD

EXPANDI is hiring a Lead Acquisition / Demand Generation Manager

Job responsibilities:

• Manage the day-to-day execution of multiple marketing campaigns from start to finish, with direct responsibility for hitting pipeline targets and performance KPIs.
• Develop and execute demand generation initiatives that significantly increase the marketing database and overall pipeline
• Constantly look for new channels for inbound leads

Learn more about the job and apply here.

PROOFPOINT MARKETING is hiring a Performance Marketing Specialist

Job responsibilities: 

• Strategize, build, and manage campaigns across paid search, paid social, and display channels. 
• Create media plans and performance forecasts, and then analyze, interpret and act upon performance data to effectively manage campaign budgets to meet forecasted targets.
• Educate clients on how paid media affect relationship velocity efforts

Learn more about the job and apply here.

Upcoming community events

Please find below the list of our upcoming events. Kindly register for the events you are interested in and save your spot. You're very welcome to join the conversations, ask your questions live, and/or share your experience.

• ABM Team & Skillset for growth & scaling stages with Andrei Zinkevich and Vladimir Blagojevic - Thu June 9th, 15:30 UTC+1

Register here for free.

TRENCHES MEETUP & WORKSHOP IN VALENCIA

​Join us at the 1st Trenches Community live meetup in Valencia, Spain. 

Check the agenda of the event here.

Best Shares From Trenches Community

• 5 mental models to become a better marketer (and live a happier life) - Vladimir Blagojevic 
• 11 costly ABM mistakes and how to avoid them -  Andrei Zinkevich
• Five ways to get more with less in B2B marketing - Vladimir Blagojevic

Questions from fellow Trenchers

Your help is needed. If you can contribute or answer any of the questions below, please click on the link and share your ideas.

• Hey team, has anyone been using G2 intent data successfully?  I’d love to get fresh ideas on how to use it.
• If you were to build a marketing team for your agency focusing on B2B Saas & Service companies & have 5 FTE’s. Which 5 profiles would you hire?

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See you in Trenches 😉

Adechina D. Odjo,

Content Editor @Trenches