As a startup operator, founder, and advisor, I’ve had my fair share of B2B marketing experiences. One of the best non-advertising strategies changes depending on your product or service.
For enterprise solutions, trade shows are invaluable. Especially niche ones with high ticket prices, attended by senior executives and industry thought leaders. These venues foster personal relationships, which is critical when selling high-ticket or innovative solutions.
For small to mid-ticket transactions, channel partnerships work wonders. They build trust, key for purchase decisions, while keeping customer acquisition costs manageable.
Regardless of your offering, content that showcases your expertise is always beneficial. Write valuable insights and distribute them freely across your social handles, trade shows, etc. Avoid requiring email capture to access this content; senior leaders dislike unsolicited follow-ups after downloading a free resource.
Rafael Sarim Özdemir, Founder and CEO, Zendog Labs