A LinkedIn expert demonstrates ways to violate the rules of greater B2B business marketing

4 B2B-specific marketing tips to outperform your competition

Haley states that these suggestions could make a big impact on your marketing revenues.

1. The rule 95-5

In the world of advertising for brands, the 95-5 rule refers to 95% of out-market category buyers who don't have the time to purchase, and the 5% of customers in the market category who are in a position to buy.
Due to this, ads are typically targeted at people who aren't ready to purchase today. To create more demand marketers should make use of brand advertising to prime buyers who aren't in the market today, so that when they eventually do get into markets, they perceive your brand as a well-established one with the ability to meet their needs.

"The best ads don't wear out. They wear. They stay in our minds for a long period of time, building memories that have the power to impact us for years afterward."   Haley Pierce, Marketing Engagement Lead, The B2B Institute at LinkedIn

2. Awareness of the situation

People tend to remember certain brands more than others based on the circumstances they encounter while looking to buy. To be memorable, your brand should be associated with crucial buying occasions.

It is important to take care when evaluating scenarios. Link your brand to as many relevant buying situations as possible. Remember that it's never about what buyers think of your company, but how they imagine it.

"People remember great ads. The interesting thing is that memories are rarely independent of situations because memories are inherently situational."   Haley Pierce, Marketing Engagement Lead, The B2B Institute at LinkedIn

3. The product delusion

Most B2B advertisements we encounter are attribute-based, and focus only on the positive outcomes. This is known as the product delusion, and isn't always effective. Most of the time, the top product is not the one with features that are the most advanced. Instead, the best item is one that the customer already knows.

This is the reason why branding marketing is crucial -- familiarity sells. Thus, having a distinct and memorable brand is just half the fight.

"Because B2B buyers are risk not interested, they tend to go for the brand they trust and already know."   Jann Martin Schwartz, Founder and Director of The B2B Institute at LinkedIn

4. Reach maximalism

It's much more effective to contact one million people at once rather as opposed to reaching 500,000 repeatedly. For a B2B company, this can be much more efficient because overuse of advertisement can affect the effectiveness of the message.

It is recommended to adopt a maximumist media plan and concentrate on reaching as many categories of customers as you can.

Overturn the B2B rules and sell more

Haley believes that going against the B2B marketing norm will help you improve the marketing plan you implement and improve sales.

The most important thing to remember is to focus on advertising your brand to the future buyer who has yet to decide. This way, when they're ready to purchase, you will be the company they'd like to purchase from.