So you’re a B2B startup looking to grow. You’ve got a website, a solid product, and a whole lot of motivation. What you don’t have is traction. How can you take your B2B startup from zero to hero?
Googling keywords for your industry gives you results that are dominated by the established major players. Ranking seems hard – there’s got to be a more efficient way to scale up.
The good news is, you have plenty of options. Here are B2B startup marketing strategies you can use to ignite your growth.
B2B Startup Marketing Strategies to Scale Up Quickly
A Word About Inbound
Inbound marketing has been a buzzword for 15 years at the time of writing. While that means the methodology is very well-established, it also means that you’ve got a major uphill slog before you start seeing results.
Start that journey right away. The earlier you start creating excellent lead magnets, the sooner you’ll see leads come trickling in.
It’s worth investing in SEO and content marketing from the start. Just be aware that it will take some time to pay off.
Now let’s get to the more rapid lead generation methods.
Ad networks are an immense boon to newer companies and established players alike. Whereas with SEO you’re competing against entrenched giants, paid ads don’t care about how well-positioned you are.
Whether it’s with Google Ads, Facebook, Instagram or another platform, you can take however much marketing budget you can spare and run a campaign. You don’t need to break the bank to get started. If you can only afford to put $50 a month towards ad campaigns, that’s fine. You can do that.
Generally speaking, the more budget you can aim at paid ads, the more ROI you’ll get, as more budget enables you to bid higher for impressions and clicks.
You can get started and see results very quickly, as well. With Google Ads, as soon as you’ve set up your campaigns and ad groups, got your keywords and ads and everything ready to go, you can enable them and they’ll begin showing pretty immediately. They may go through a brief learning phase, depending on how you configured your campaigns, but your ads will be out there right away.
With Facebook and Instagram, for example, that learning phase can be a lot longer, but you have a lot of ways you can target your audience in greater detail than with Google. Google Ads serve to whoever searches for something that matches your keywords. Facebook and Instagram allow you to determine a target audience with much finer control.
In both cases, you can get the ball rolling immediately and scale up your budgets as you’re able to.
Cold Email Campaigns
If you want to reach an immense volume of your target audience, email lead generation is the way to go. It doesn’t get much more efficient than reaching hundreds of thousands of people with a single email.
There are plenty of benefits to cold email campaigns. You can get the word out and reach lots of members of your target audience, convert them into opted-in leads, and continue nurturing them to a purchase. It’s cost-effective and very easy to start.
So why isn’t everyone doing it? There are a couple factors. The first is that in the last 15 years, outbound email has gotten a bad reputation, largely because inbound-centric marketing giants have pushed inbound as a much better alternative. Which makes sense, because that’s their entire business model.
Another reason, though, is that cold email starts to sound challenging when you learn more about it. There are more pitfalls and challenges associated with actually successfully sending campaigns to inboxes, as you’re much more likely to get penalized by spam filters.
For that reason, you need to be aware of how to avoid spam filters. It’s not actually difficult if you know what you’re doing and are using a platform designed for cold email, but it does sound daunting. Don’t worry, though. We’re here to get you started.
The first step is to purchase a high-quality list. Cold email requires cold contacts, naturally, so you need to get your hands on some. The larger the list, the better your results will be.
It’s critical that you source your lists from a reputable data provider, though. Many list vendors gather their contacts by scraping, which is a really quick way to generate an email list – except that list will be full of garbage data, every time.
That’s because there’s no way to tell if the emails a scraping program pulls off the internet are even real, let alone who they belong to. A scraped list is, by nature, untargeted and not worth sending to at all. It’s a quick way to get blacklisted, which basically slams the brakes on any email marketing you want to do.
Reputable providers, on the other hand, gather data by aggregating it over time. This means you can purchase a list of, for example, sales managers and expect to get emails belonging to sales managers.
The next step is to clean your list. Every single email list in the world decays over time. People shift jobs or email addresses, domains get changed, and sometimes an email address gets repurposed as a spam trap. These are all addresses that can’t result in a lead, and might harm your sender reputation, so you want them gone.
Cleaning out an email list (also called verification) is generally a paid service. However, if you’re using Clickback’s email lead generation software, your lists get cleaned and verified automatically when you upload. Every contact is put through a series of cutting-edge, rigorous checks and filters, so you’re left with a list full of sendable contacts.
You can’t really send to purchased lists using email providers like Gmail, Outlook and so on. Neither can you use marketing automation such as HubSpot, because they expressly forbid purchased lists.
That’s why choosing the right platform is important. You need to be able to send to your contacts, and you need a platform that is designed to handle all the challenges surrounding spam filters, IP and domain reputation, and deliverability, so you can focus on writing your campaigns.
Once you’ve got your contacts and your platform, it’s time to write some awesome emails. Designing cold emails is half art and half science – it’s worth checking out our guide to cold email copywriting to sharpen your skills and make sure your campaigns really rock.
Cold email is one of the best B2B startup marketing strategies if you’re looking to start scaling up, and Clickback is the leading-edge platform for it. Get your free 1:1 live demo of the software today.