A LinkedIn expert shows us how you can break the rules for better B2B advertising

4 B2B marketing ideas to beat your competitors

Haley suggests these ideas could make a big difference to your marketing and revenues.

1. The rule 95-5

In the field of brand advertising the rule 95-5 refers to the 95% of outside-market category buyers who aren't ready to buy and the 5% in-market category buyers who are willing to purchase.
This is because ads are typically targeted at those who don't want to buy today. In order to increase demand marketing professionals should utilize brand advertising to prime customers who aren't on the market right now, in order that when they finally enter the market, they will see you as an established brand which can meet their requirements.

"The most effective ads don't fade out, they wear in. They are on our screens for long periods of time and create memories that have the power to affect us long after the fact."   Haley Pierce, Marketing Engagement Lead Haley Pierce, Marketing Engagement Lead B2B Institute at LinkedIn

2. Situational awareness

The way people remember brands is by brands more than others based on the situations that they are in when they're looking to buy. In order to be more popular, your brand must be associated with crucial buying occasions.

This means that you need to be very careful in assessing scenarios. Connect your brand with as many relevant buying situations as you can. Keep in mind that it's not the product of what consumers think about the brand, but rather what they hear about it.

"People remember great ads. The interesting thing is that memories are rarely in isolation from situations since memories are inherently situational."   Haley Pierce, Marketing Engagement Lead Haley Pierce, Marketing Engagement Lead B2B Institute at LinkedIn

3. The delusion of the product

Most B2B advertisements we encounter focus solely on emphasizing successful outcomes. This is known as the product illusion and it doesn't always succeed. Most of the time, the best product does not have the most sophisticated attributes. In reality, the most effective item is one that the customer already knows.

This is why brand marketing is so important because it is a way to sell. So, having a distinct and unforgettable brand is half the battle.

"Because B2B buyers are risk averse, they usually go for the brand they trust and have already come to know."   Jann Martin Schwartz Founder and Director of The B2B Institute at LinkedIn

4. Reach maximalism

It's more profitable to reach 1 million people once than to reach 500,000 people repeatedly. For the case of a B2B brand, this is far more effective since excessive advertisement can affect the effectiveness of the message.

You should adopt a reach maximumist media plan and concentrate on reaching as many category buyers as possible.

You can break the B2B rules to sell more

Haley believes that bucking the traditional B2B model of marketing will help you improve the marketing plan you implement and improve the number of sales.

It is important to promote your company to a potential buyer, who is yet to choose. So, once they are ready to buy it will be your name they'd prefer to buy from.