How do you start marketing a B2B company?
  • By Frank Geraci
  • October 31, 2017

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Businesses spending money on advertising or online marketing won't succeed without parameters and a cohesive strategy.

It's important to begin with the essential measures of success. Avoid the temptation to focus on the number of visitors or hits your site receives from money spent on Pay-Per-Click Advertising through Google AdWords or Promoted Posts on Facebook!The revenue models of these marketing channels are based on hits and impressions— but yours isn't. Hits and impressions may be great for them, but your revenue model and success measures must relate to conversions. In other words, it's the actions these visitors have taken on your site, and that alone, that makes them a marketing qualified lead—someone who has taken a step along the consumer-buying journey. 

The consumer buyer stages include the Awareness stage, where a prospect has realized and expressed symptoms of a potential problem or opportunity; the Consideration stage, where the prospect has clearly defined and named their problem or opportunity; and the Decision stage, where they have defined their solution strategy, method, or approach, according to Hubspot.


All of your Pay-Per-Click ads, blog posts, ebooks or other content you create must be judged by the prospects' actions and behaviors related to this buyer's journey. What's more, before beginning any marketing efforts, it's essential to define who your buyer is, so you can use your advertising and content creation efforts to target them. This requires the creation of a buyer persona, which is a fictional but accurate representation of your ideal customer.

CRM marketing software can automate the process of website analytics, channel management, and buyer persona creation. CRMs, some of which are free, aim to improve the business relationships your company has with customers in order to drive sales growth.

Think about it: If you're not analyzing the current state of your website data, visitors, and traffic in relation to conversions, how will you know if you've succeeded? How will you track actions taken by prospects as a result of your advertising and content creation efforts? How will you understand the channels providing a good return on investment and where you're wasting money? How will you know what needs to be improved or what offerings need to be tweaked to best meet the needs of your target market? 

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Frank Geraci
Frank Geraci
Frank started Webbege in 2010 after a lifetime of designing websites and online marketing campaigns. He loves to swim, bike, and run when he is not slaving away behind the computer. Frank’s commitment to standards, industry knowledge and ability to push through, until the job is done, is rare. The web has changed a lot since the late 90's and Frank takes a lifetime of experience to create effective online marketing campaigns.