Mascola B2B Marketing Blog, B2B Advertising Agency
All posts by MGB2B

Are You Tapping Into Online Communities for B2B Lead Generation?

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In the late 1970’s, the first messages were exchanged on an early online bulletin board and voilà — social media was born. The term may not have been coined quite yet, and a couple decades of evolution were still required to produce what we now refer to as ‘social media channels,’ but the framework was there.

This structure of communication and exchanging ideas is still the heart of a successful social media network, but mainstream channels like Facebook, Twitter, and even LinkedIn do not hold all the answers for B2B marketers. Generating highly-targeted, lead-focused conversations online sometimes means moving off the beaten path of likes and follows and into the world of niche communities. An article from Clickz.com uncovered several such platforms, with discussions ranging from craft brewed beer to challenges facing oil and gasoline rig professionals. These communities are ideal incubators for B2B lead generation.

Why invest time (and potentially dollars) in these vertical sites? Here are 3 good reasons:

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Content Marketing is Not Enough, Especially for B2B

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Ask yourself this question: Can your brand exist solely from sales to the people on your current content marketing list?

If you answered yes, consider that the majority of people on your list are not going to lead to a sale. And there’s nothing wrong with that. Content marketing works, and today, it’s an essential part of marketing that all brands should have in their mix. I’m not saying you should abandon it.

But a recent study showed that while most B2B brands devote about 20% of their marketing budgets to content marketing (a pretty smart allocation, especially if your brand is not well known), there are a significant amount who have upped that amount to 40% or more.

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What B2B Marketers and UHNW Marketers Can Learn from Each Other

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I recently read an article on Forbes called Marketing to the Super-Rich that advised brands to be thought leaders in their categories and to target influencers of UHNW consumers like wealth managers or their family office.

This got me to thinking about how a lot of tactics for targeting the ultra-wealthy are similar to those one might employ in a B2B marketing strategy.

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