How to Build a B2B Marketing Strategy

There is no one-size-fits-all when it comes to GTM. Maja Voje and I studied 12 leading B2B SaaS companies. (including interviews with their teams) Here’s what we learned: 1. PLG is eating the world >80% of the companies in our study employ PLG in some fashion. Even enterprise companies like Snowflake and Salesforce are adding free trials & freemium. It’s the new normal. Why is this working for them? In 2024, the best marketing is often your product. Users rarely want to lock in a $500K+ contract without trying the product first. But you do need to layer on a strong product-led sales motion to make enterprise work. 2. Dominate one at first, then layer on many Every company we studied got one GTM motion massively right. And, in each case, they still use that GTM motion in some form today. But, they layer on other motions over time. The ideal way to layer is symbiotically: • ABM couples nicely with outbound • Inbound supports outbound • Partnerships amplify PLG For instance: Dropbox grew at first massively on referrals. Now, other channels are much more important. 3. ABM and Outbound are pillars of enterprise For 5- and 6-figure deals, it’s difficult to rely on inbound or PLG alone. The buyer is used to a different process. They want to be hand-held. This is where motions like ABM and outbound shine. That’s why you still see the Snowflake’s and Salesforce’s of the world focusing on them. They’re the bread and butter of enterprise. So… bringing it all together, here’s where to start based on your buyer. If you’re selling to consumers or prosumers: • Lean into PLG, community, and partnerships early on • Layer in paid marketing as you find product-market fit and have budget to scale If you're selling to SMBs: • Blend inbound and outbound motions to build awareness and relationships • Paid digital can accelerate pipeline generation as you dial in your ICP If you're selling to enterprises: • Focus on targeted ABM and partner ecosystems • Inbound is great for air cover, but outbound is crucial for landing large accounts If you have a complex or technical product: • Make sure you have developer docs, free tooling, and community support from day one • Don’t underrate channels like partnerships & paid digital; they can still be crucial support And above all: 1. Remember what works at one stage may not work another 2. Remember the law of diminishing returns 3. Be willing to pivot when necessary

Yes, every startup is a beautiful, unique snowflake, but here is how I'd approach the stages of marketing for most orgs. Marketing is about building a layered, connected ecosystem where each channel supports and amplifies the others. Here’s how I think about the foundational sequence of channels to create a scalable, efficient, and impactful marketing strategy: 1️⃣ Start with Paid Search & Organic Content Why: Paid search (Google Ads) captures high-intent, in-market traffic—people actively searching for solutions you offer. -Shorter sales cycle and amazing fuel for all your other efforts. Organic content (e.g., thought leadership videos) builds trust and authority over time, setting the foundation for long-term success. This style of content (TL Videos) also makes great ads and improves the impact of other channels like LinkedIn, Meta, and Programmatic. 2️⃣ Activate LinkedIn Ads (start with retargeting) Why: LinkedIn is unparalleled for B2B targeting. You can layer on company size, job titles, and industries to reach decision-makers directly. Impact: Use LinkedIn to qualify and convert paid search traffic (or traffic from any source), leveraging retargeting frameworks to make your entire ecosystem more efficient. Doing LinkedIn ads before you have paid search, organic content, and SEO is going to result in a very expensive experiment. 3️⃣ Enhance with Website Visitor Identification Why: You don’t need to wait for prospects to fill out forms. Identify companies and individuals visiting your site, enrich the data, and turn anonymous traffic into leads. (I recommend DemandSense - ask me for free trial form.) Impact: Get more value from existing marketing efforts and create "nearbound" flows. 4️⃣ Launch Nurture + Outreach Campaigns Why: Most B2B sales cycles require consistent, personalized touchpoints. Combine LinkedIn and email to warm up leads and build trust over time. Impact: A well-orchestrated nurture sequence ensures no lead slips through the cracks, while outreach activates high-potential accounts. 5️⃣ Expand with Meta + Programmatic Ads Why: Meta (Facebook/Instagram) and programmatic platforms extend your reach, ensuring your message follows your audience wherever they go. Impact: Create omnipresence and retarget warm audiences from LinkedIn and search, converting them faster and more efficiently. Why the Sequence Matters? Each channel is more than a standalone tactic—it’s a building block in a larger framework. The foundation of paid search and organic content ensures you have an engine for consistent visibility. Then, LinkedIn ads and website visitor IDs provide a direct path to your ideal buyers. Finally, nurturing and omnichannel expansion amplify and accelerate conversions. This approach creates a flywheel effect where channels complement each other, increasing overall efficiency and ROI. What do you think?

You can pay for impressions in B2B, but you have to earn meetings. The quality of the content and ads is so important if you want to stand out. I'm thinking more than just the creativity (though that is important). It's about having all the right components to grow: ✅ Have the right B2B skillsets on your team First things first — Does your team understand the nuances of B2B sales and marketing? You need people who understand things like complex B2B buying personas, account-based marketing, sales tech, martech and CRMs. ✅ Strong positioning Does your messaging align with your ICP's pains and goals? A great way to test it is constant customer interviews. ✅ Content driven by the buyer journey Understanding your buyer's journey, and ensuring every piece of content aligns with the questions they have throughout the process. ✅ Strategic, multichannel targeting You have to ensure your strategically-made content hits the right audience. Target industries, job titles, and personas in your ICP across multiple channels that they use and engage with. ✅ Maximizing the right technology to nurture buyers Don't leave tech on the shelf. Find the tools that fit your goals and empower your team and enhance lead management and meetings set. ✅ Continued closed-looped reporting and collaboration Marketing and sales have to work closely together through the sales cycle. When both teams collaborate and learn from each other, you'll see more meetings set, and deals closed. Putting dollars behind ads is the final piece of the puzzle, not the key to reaching your audience. #salesenablement #sales #b2b