Strategy

Brand Voice: How to Find Your Unique Sound

Your brand is more than just a logo or a product; it's the holistic experience people have with your business. And a significant part of that experience is your brand voice. This is why your brand voice matters – it's the way you communicate with your audience and express your brand personality. #### What are Brand Archetypes? Brand archetypes are universal, recognizable personality types that help brands establish their tone and connect with their audience on an emotional level. Understanding these archetypes is crucial to finding your unique sound. Here are some examples: **The Creator:** Innovative, imaginative, and artistic, these brands want to inspire self-expression and creativity. Apple and Lego are prime examples. **The Sage:** Wise, knowledgeable, and insightful, these brands want to help their audience understand the world around them. Think of Google's mission to organize the world's information or the educational content offered by National Geographic. **The Caregiver:** Nurturing, compassionate, and selfless, these brands want to help and protect others. Think of Johnson & Johnson or St. Jude Children's Research Hospital. **The Innocent:** Brands in this category are optimistic, pure, and simple. They evoke feelings of nostalgia, happiness, and safety. Think of Coca-Cola's classic advertising campaigns or Dove's focus on real beauty. **The Jester:** Playful, humorous, and lighthearted, these brands want to bring joy and entertainment to their audience. Old Spice and M&M's are known for their comedic advertising. **The Magician:** These brands are visionary, transformative, and capable of creating extraordinary experiences. Disney and Tesla are good examples. **The Ruler:** Confident, powerful, and in control, these brands want to create order and stability. Think of Rolex or Mercedes-Benz. **The Hero:** Courageous, determined, and inspiring, these brands want to make the world a better place. Think of Nike's "Just Do It" slogan or the powerful imagery used by the U.S. Marines. **The Regular Guy:** These brands are relatable, friendly, and down-to-earth. They want to connect with the average person and create a sense of belonging. Levi's and Target exemplify this archetype. **The Rebel:** These brands are nonconformist, disruptive, and challenge the status quo. They want to break the rules and inspire others to do the same. Harley-Davidson and Virgin are great examples of this archetype. **The Explorer:** These brands are adventurous, independent, and eager to discover new things. They encourage their audience to embrace freedom and exploration. Jeep and Patagonia fall into this category. **The Lover:** Passionate, sensual, and intimate, these brands want to create emotional connections and foster a sense of belonging. Victoria's Secret and Godiva Chocolate embody this archetype. #### Establishing Your Tone Once you have identified your brand archetype, it's time to establish your tone of voice. This involves considering the following: **Language:** What kind of words and phrases will you use? Will your tone be formal or informal? Will you use industry jargon or plain language? **Style:** Will your writing be concise and to-the-point or more descriptive and elaborate? Will you use humor or maintain a serious tone? **Imagery:** What kind of visuals will you use to support your brand voice? Will you use bright, bold colors or a more muted palette? Will you use photographs or illustrations? #### Tips on What to Avoid **Inconsistency:** Your brand voice should be consistent across all channels and touchpoints. Inconsistent messaging will confuse your audience and dilute your brand identity. **Being inauthentic:** Don't try to be someone you're not. Your brand voice should be a reflection of your values and personality. **Ignoring your audience:** Your brand voice should resonate with your target audience. If your tone doesn't appeal to them, they're unlikely to engage with your brand. **The most important thing is to be authentic and true to your values.** Your brand voice should be a natural extension of who you are as a business. #### Yo Marketing can help you find your unique sound At Yo Marketing, we specialize in helping businesses develop and refine their brand voice. We can work with you to identify your archetype, establish your tone, and create a consistent messaging strategy across all channels. Contact us today to learn more. [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

Strategy

B2B Marketing Lessons from Camp Crystal Lake: What Friday the 13th Teaches Us

Friday the 13th might be synonymous with horror, but for B2B marketers, there are some surprisingly valuable lessons hidden beneath the surface of Camp Crystal Lake. Just like the hapless counselors, businesses face their own challenges and threats. So, let's dive into the fog and see what marketing wisdom we can glean from Jason Voorhees and his iconic franchise. #### 1. Shared Values: The Power of a Unified Team The counselors who survive Jason's wrath are often the ones who work together, sharing a common goal – survival. In B2B marketing, aligning your team around shared values and objectives is crucial. When everyone understands the mission and their role in achieving it, you create a powerful force that can overcome any obstacle. **Yo Marketing Tip:** Foster a collaborative environment where everyone feels heard and valued. Clearly communicate your company's mission and values to ensure everyone is rowing in the same direction. #### 2. Teamwork: Strength in Numbers Facing Jason alone is a recipe for disaster. The counselors who band together stand a better chance of making it through the night. Similarly, in B2B marketing, teamwork is essential. Each department – sales, marketing, customer service – plays a vital role in the customer journey. When these teams work together seamlessly, you create a positive experience that fosters loyalty and drives growth. **Yo Marketing Tip:** Break down silos and encourage cross-functional collaboration. Regular communication and shared goals can help create a cohesive team that delivers results. #### 3. Avoiding Danger: Know Your Competition Jason is relentless, but he's also predictable. The counselors who study his patterns and understand his strengths and weaknesses have a better chance of staying alive. In the B2B world, knowing your competition is equally important. Conduct thorough market research to understand their offerings, target audience, and marketing strategies. This knowledge will help you identify opportunities and avoid head-on clashes. **Yo Marketing Tip:** Use competitive analysis to identify your unique selling proposition and develop targeted marketing campaigns that resonate with your ideal customers. #### 4. Recovering from Mistakes: Adaptability is Key Even the best-laid plans can go awry. The counselors who survive are the ones who can adapt and improvise when things don't go according to plan. In B2B marketing, agility is crucial. The market is constantly evolving, and you need to be able to pivot quickly to stay ahead of the curve. **Yo Marketing Tip:** Embrace a data-driven approach to marketing. Regularly analyze your campaigns and be prepared to make adjustments based on performance insights. #### 5. Strategic Planning: The Value of a Well-Thought-Out Approach Rushing into Camp Crystal Lake without a plan is a surefire way to meet an untimely end. A well-thought-out strategy is essential for success, both in horror movies and B2B marketing. Define your target audience, develop clear objectives, and create a roadmap for achieving your goals. **Yo Marketing Tip:** Work with a B2B marketing agency like Yo Marketing to develop a comprehensive marketing strategy that aligns with your business objectives and drives results. #### Make Every Friday the 13th a Success While Friday the 13th might be a day of fear for some, B2B marketers can turn it into a day of opportunity. By embracing the lessons from Camp Crystal Lake – shared values, teamwork, avoiding danger, recovering from mistakes, and strategic planning – you can create a marketing strategy that's as unstoppable as Jason himself. Yo Marketing can help you develop a B2B marketing strategy that ensures your Fridays are clear of danger and full of success. [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

Strategy Digital Marketing

Tech Stack Sanity: Avoiding the Tool Trap in B2B Marketing

In the fast-paced world of B2B marketing, technology is often hailed as the savior, the key to unlocking efficiency, precision, and growth. But let's face it, sometimes that shiny new marketing tool becomes the problem, not the solution. And when that happens, you've got a serious, and expensive, headache on your hands. #### When the Tool *Is* the Challenge If you're not ready to use a tool, or aren't crystal clear on why you need it, don't force your team to adopt it. Integrating new tech, learning new workflows, and disrupting existing priorities creates stress and resistance. Even just *demoing* a new tool can be disruptive if everyone's not on the same page about the "why" and the expected outcomes. Suddenly, the tool itself becomes the problem, adding another layer of complexity to your existing challenges. #### Remember: It's About the Team At the end of the day, successful B2B marketing isn't about having the latest and greatest tools. It's about your *team* and their ability to execute. A talented team can achieve great results even without the fanciest tech stack. So, don't let the tools hinder or distract. #### Focus on the Fundamentals Ignore the hype and focus on the basics. Successful B2B marketing boils down to sending the right message to the right people at the right time. Know your Ideal Customer Profile (ICP), understand your buyer personas and their pain points, and communicate your value proposition clearly and compellingly. Then track your performance and make data-driven decisions. #### Build Your Tech Stack Strategically *Once you have a solid foundation in place*, start strategically building out your marketing tech stack. Choose tools that support your team's style and workflow, provide transparency into results, and help you scale your efforts efficiently. Remember, there's always more than one "right" option for any marketing tool. Pick one that's "right enough" and go with it. #### Don't Let the Tool Become the Problem If your marketing technology is creating more problems than it solves, it's time to reassess. Simplifying your tech stack, focusing on the fundamentals, and empowering your team can make all the difference. #### Yo Marketing Can Help At Yo Marketing, we understand the challenges of navigating the B2B marketing technology landscape. We can help you develop a strategic approach to technology that supports your team, streamlines your processes, and drives results. Don't let the tools become the problem. [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

Business Development Strategy

Measuring What Matters: KPIs for Business Development Success

In the fast-paced world of business development, it's easy to get caught up in the chase for leads. However, true success lies in understanding the entire picture – the full funnel journey from website traffic to customer acquisition. At Yo Marketing, we believe in focusing on quality over quantity, and that means strategically using data to drive your business development strategy. #### Beyond the Lead Count: Understanding Your Full Funnel Lead generation is just one piece of the puzzle. A comprehensive business development strategy looks at Key Performance Indicators (KPIs) for: **Website Traffic**: What's your overall traffic, and how much comes from direct sources, organic search, paid campaigns, and referrals? **Lead Generation:** How many leads come from your website vs. your sales and business development teams' efforts? **Lead Qualification:** How many of those leads become Marketing Qualified Leads (MQLs), then Sales Qualified Leads (SQLs), then Opportunities, and ultimately, Customers? **Conversion Rates:** At each stage, what percentage of leads or opportunities move to the next level? **Revenue Attribution:** Which traffic sources, campaigns, messages, or services are generating the most revenue? #### CRM: Your Data Powerhouse A robust Customer Relationship Management (CRM) system is the backbone of this holistic approach. It allows you to track: **Lead Sources:** Where did your leads originate? This helps you understand which channels are most effective. **Lead Progression:** Follow leads through the entire funnel, identifying bottlenecks and areas for optimization. **Sales Team Performance:** Track individual and team results to identify top performers and areas needing support. **Campaign ROI:** Measure the return on investment for your marketing and sales initiatives. #### Quality Over Quantity: The Conversion Focus While we want to see a high volume of website traffic and leads, quality is paramount. A few high-quality leads that convert into customers are far more valuable than a large number of leads that go nowhere. That's why we emphasize optimizing conversion rates at every stage of the funnel. #### Refining Your Strategy with Data Your CRM data becomes a goldmine for strategic decision-making: **Invest in What Works:** Double down on the channels, campaigns, messages, and services that are generating the most MQLs, SQLs, opportunities, and customers. **Empower Your Teams:** Identify which teams need additional training or resources to improve their performance. **Personalize Your Approach:** Tailor your messaging and offerings based on what resonates most with your target audience. #### Need a Helping Hand? Navigating the complexities of business development metrics and CRM strategy can be challenging. If you're looking to unlock the full potential of your data and achieve quality-driven growth, Yo Marketing is here to help. Our team of experts can guide you through the process, from CRM implementation and optimization to data analysis and strategy development. **Contact us today to start your journey towards business development success!** [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

Strategy Business Development Digital Marketing

Leads vs. Demand: Why Your Marketing Strategy Needs Both (and How to Fire Up Your Demand Engine)

Let's be honest – your sales team is probably always hungry for more leads. It's their job to convert those leads into customers. But here's the catch: if you're not actively generating demand for your product or service, that lead pipeline will eventually dry up. #### The Crucial Difference (and Why You Need Both) **Lead Generation:** This is the process of attracting and capturing potential customer interest. Think contact forms, newsletter signups, webinar registrations, etc. These are people who have raised their hands and shown some level of interest in what you offer. **Demand Generation:** This is about building awareness and desire for your product or service in the broader market. It's about positioning your brand as a solution to a problem your target audience has. Demand generation fuels the top of your sales funnel. You need both lead generation and demand generation to create a sustainable, long-term growth engine for your business. Here's why: **1. Consistent Lead Flow:** Demand generation creates a buzz around your brand. This attracts potential customers who may not have known about you before, ensuring a steady stream of leads into your funnel. **2. Higher Quality Leads:** When you build demand, you educate and engage your audience. This means the leads you generate are more likely to be qualified and genuinely interested in what you have to offer. **3. Increased Brand Authority:** Demand generation positions you as a thought leader in your industry. This not only attracts customers but also builds trust and credibility, making it easier to close deals. #### Fire Up Your Demand Engine: Top Strategies **1. Content Marketing That Matters:** Create valuable, informative content that answers your audience's burning questions. Blog posts, ebooks, webinars – go where your customers are and become their trusted resource. **2. Social Media Savvy:** Don't just post promotional fluff. Engage in conversations, share insights, and build a community around your brand. Social media is a powerful tool for sparking interest and driving traffic. **3. Paid Advertising with Precision:** Target your ads to the right people at the right time. Use social media ads, Google Ads, or even explore programmatic advertising for maximum reach and impact. **4. Outbound Outreach Done Right:** Yes, outbound still has a place! But ditch the generic emails and focus on personalized, value-driven outreach that resonates with your target audience. **5. Partnerships and Influencer Marketing:** Team up with other brands or influencers who have a similar audience. This can exponentially expand your reach and introduce you to new potential customers. **6. SEO That Ranks:** Ensure your website and content rank high in search results so potential customers can easily find you when they're looking for solutions. #### Yo Marketing: Your Demand & Lead Generation Partner We get it – starting up your demand engine can feel overwhelming. That's where we come in. Yo Marketing is your expert guide to creating a comprehensive demand generation strategy that fuels long-term growth. We'll help you: **Identify your ideal customer profile (ICP):** Get crystal clear on who you're trying to reach. **Craft a content strategy that resonates:** Create content that educates, inspires, and drives action. **Amplify your message across channels:** Reach your audience where they're most active. **Measure and optimize for maximum impact:** Ensure your efforts are generating real results. **Want to see how we can take your marketing to the next level? Schedule a strategy session today!** [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

Strategy Digital Marketing

If Your Current Marketing Platform Isn't Working, A New One Won't Magically Fix It

We've all been there. You see a flashy ad for the "next big thing" in marketing tech, promising effortless leads and skyrocketing conversions. It's tempting, especially if your current results aren't stellar. But here's the cold, hard truth: **The grass isn't always greener on the other side.** #### The Shiny Object Syndrome in B2B Marketing Chasing trends and hopping from tool to tool is a common trap in B2B marketing. We get distracted by the allure of the new, hoping it'll solve all our problems. But marketing success isn't about the latest gadget – it's about **fundamentals**. **Understand Your Ideal Customer Profile (ICP):** Know your target audience inside and out. **Articulate Your Value Proposition:** Communicate clearly how you solve your customers' problems. **Reach the Right People at the Right Time:** Don't waste resources on blanket campaigns; focus on targeted outreach. Nail these basics, and you'll see results – even without the latest, most expensive software. #### The High-Production Value Trap High-quality marketing is essential for a strong brand experience. But don't confuse this with chasing every shiny new tactic or platform. There's no "get-rich-quick" scheme in marketing. Building a successful strategy takes time, patience, and a willingness to say "no" to a lot of good ideas. Remember: **Early results aren't final results:** Don't abandon a strategy prematurely if you don't see immediate success. **Focus on what matters:** Prioritize the tactics that align with your overall goals and audience. #### The Time-Wasting Demo Cycle and The Power of Saying "No" How many hours have you spent testing or demoing a tool that's essentially a slightly fancier version of what you already have? Be honest with yourself about why you're considering a change. If your current CRM or marketing platform is meeting your core needs, don't get sidetracked by bells and whistles you won't use. As marketers, we're constantly bombarded with good ideas. But not every idea is right for your business. Be selective about the tools and tactics you adopt, and don't be afraid to say "no" to anything that doesn't align with your overall strategy. **Remember:** It's better to do a few things exceptionally well than to spread yourself too thin and underperform across the board. #### Maximizing Your Current Tools Before you invest in a new CRM or marketing platform, ask yourself these questions: **1. Am I fully utilizing the features of my current CRM?** **2. Have I explored all the potential use cases for my existing tools?** **3. Are my current tools hindering my progress, or am I simply not using them effectively?** If your tools are meeting your needs, don't waste time and money chasing the next upgrade. Instead, focus on optimizing your processes and getting the most out of the resources you already have. #### When to Seek Help If you're struggling to get results from your current CRM or need guidance on your go-to-market (GTM) strategy, Yo Marketing can help. We specialize in helping B2B businesses develop and execute effective marketing strategies that deliver measurable results. **Schedule a call with us today** to discuss your challenges and explore how we can help you achieve your marketing goals. [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

Strategy Business Development

The Unseen Culprit Behind Slumping B2B Sales: Has Automation Gone Too Far?

The rise of B2B sales engagement software, like Salesloft and Outreach, promised a new era of productivity for sales and marketing teams. The allure was undeniable: automate tedious tasks, streamline outreach, and watch the leads roll in. But as we navigate the sales landscape of 2024, a troubling trend is emerging: the over-reliance on automation may be inadvertently hindering, not helping, our performance. #### The Erosion of Essential Skills Remember the days when prospecting was a hands-on endeavor? Business development reps meticulously built target lists, dialed phones with determination, and crafted personalized emails that resonated with prospects. These activities weren't just tasks; they were a training ground for essential skills: discipline, focus, adaptability, and most importantly a deep understanding of customer needs. The advent of automation promised to liberate us from these time-consuming activities. But in doing so, it may have inadvertently stunted the growth of these critical skills. Today's SDRs and BDRs, raised on a diet of "set it and forget it" sequences, may be ill-equipped to navigate the complexities of the modern B2B sales cycle. #### The Human Touch in a Digital Age The reality is that B2B selling behavior, which involves customer-facing meetings, negotiation, and deal management, has never benefited from complete automation. Building relationships, understanding nuanced customer needs, and navigating complex negotiations require a human touch that technology simply can't replicate. The over-reliance on automation has created a generation of sales and marketing professionals who may struggle with: **Meaningful Prospecting:** The ability to go beyond generic outreach and truly engage with potential customers. **Relationship Building:** Cultivating authentic connections and fostering trust with key decision-makers. **Adaptability:** Navigating the ever-changing B2B landscape and tailoring strategies to meet evolving customer needs. As we embrace the efficiency of automation, it's crucial to ensure that our essential skills don't atrophy. In our recent blog post, [The Machine Stops and the Rise of AI Marketing](/blogs/the-machine-stops-and-the-rise-of-ai-marketing-embracing-technology-without-losing-the-human-touch/), we explore the importance of balancing technology with human ingenuity to avoid a future where our skills have fallen into entropy. #### The Path Forward: Striking the Right Balance The answer isn't to abandon automation entirely. It can still be a valuable tool for streamlining certain tasks and freeing up time for more strategic activities. But it's crucial to recognize its limitations and prioritize the development of essential human skills. As marketing and sales leaders, we need to ask ourselves: 1. Are we equipping our teams with the skills they need to succeed in today's complex B2B environment? 2. Are we fostering a culture of continuous learning and development, or are we relying too heavily on technology to do the heavy lifting? 3. Are we striking the right balance between automation and the human touch? At Yo Marketing, we believe in the power of human connection in the B2B world. We can help you develop a comprehensive strategy that leverages automation effectively while prioritizing the development of essential skills. Contact us today to learn more about how we can help you achieve your sales and marketing goals. **Remember:** In the world of B2B, relationships matter. Don't let automation become a barrier to building those connections. [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

Strategy

The "No" Manifesto: Why Saying No is Your Marketing Tech Stack's Superpower

Marketers, it's time for a reality check. We're bombarded daily with flashy promises of the "next big thing" in marketing tech. CEOs, sales teams, our peers... Everyone wants us to demo the latest platform, add another tool to our stack, and automate everything. But here's the secret they don't want you to know: **Saying no is your secret weapon.** #### The Myth of the Magic Bullet Let's be honest. Most ABM platforms, CRMs, marketing automation tools, and even project management software share the same core features. Switching to a new tool rarely solves underlying issues. In fact, it often introduces new problems when you try to integrate it into your existing tech stack. Remember, there's no magic bullet. The real power lies in mastering the tools you already have and using them strategically. If you’re not using your current one, a new one won’t solve your problem. #### Resist the Temptation to Automate Everything We're often tempted to use every feature of a new tool at full scale right away. But resist that urge! Think of it like Microsoft Word. How many of those icons do you actually click on? You're likely paying for features you never use. The same applies to your marketing tech stack. Focus on the core features that deliver the most value. Don't get sidetracked by bells and whistles that ultimately distract you from your goals. #### The Power of Simplicity Here's a refreshing perspective: your marketing tech stack doesn't need to be complicated. Start with the basics: **1. Get the right message in front of the right people at the right time.** This is the foundation of any successful marketing campaign. **2. Automate strategically.** Once you have your messaging dialed in, start automating tasks one at a time. Prioritize those that free up your time for higher-level strategy. #### The Power of "No" Saying no isn't about being negative. It's about being strategic and focused. It's about protecting your time, your budget, and your sanity. It's about prioritizing what truly matters for your business. **Remember:** There's no silver bullet. The key to marketing success lies in mastering the fundamentals and saying no to the distractions. **Need help focusing your GTM strategy?** Yo Marketing can help you cut through the noise and prioritize what truly matters. [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

Strategy

Setting the Right Expectations: The Key to B2B Marketing Success (and Your Sanity)

As a B2B marketer, you know the drill. You pour your heart and soul into campaigns, meticulously tracking results and optimizing along the way. But despite your best efforts, there's always that one question that seems to haunt every meeting: *"So... how many leads did we generate?"* It's enough to make even the most seasoned marketer want to scream. But here's the truth: **fixating on lead count alone is a recipe for disappointment – and it's selling your marketing team short.** #### The Problem with the "Leads Obsession" It's easy to understand why leads hold such allure. They're tangible, measurable, and (seemingly) directly tied to revenue. But focusing solely on leads ignores the bigger picture: the long-term value marketing brings to your organization. When everyone from Sales to Finance is hyper-focused on leads, several issues arise: **Short-Sighted Decision Making:** Pressure to produce leads quickly can push marketing towards tactics that prioritize quantity over quality. This can damage brand reputation and ultimately hinder long-term growth. **Undermining Marketing's True Value:** Marketing encompasses far more than just lead generation. It's about building brand awareness, nurturing relationships, and establishing your company as a thought leader. These efforts are crucial for long-term success but often get overlooked in a lead-centric environment. **Frustration and Burnout:** When marketing teams feel their efforts are being reduced to a single metric, it leads to frustration, burnout, and a sense of being undervalued. #### Upleveling the Conversation: From Leads to Demand Generation So, what's the solution? As a marketing leader, it's your responsibility to educate your organization about the true value of marketing, and make sure everyone has the right expectations. Here's how: **1. Shift the Focus to Demand Generation:** Instead of talking about leads, start talking about demand generation. Explain how marketing efforts create awareness, interest, and desire for your products or services. Leads are simply a byproduct of this process. **2. Emphasize the Long Game:** Help stakeholders understand that marketing is a marathon, not a sprint. Building a strong brand and reputation takes time, but the rewards are worth it. **3. Showcase the Full Spectrum of Marketing's Impact:** Use data and storytelling to highlight the impact of marketing across various channels. Share case studies, customer testimonials, and metrics that go beyond lead count to demonstrate the broader impact of your efforts. **4. Tie Marketing Efforts to Business Goals:** Clearly articulate how marketing initiatives contribute to overarching business goals, such as increased market share, revenue growth, or customer retention. **5. Partner with Sales:** Foster a collaborative relationship with sales. Work together to define shared goals and ensure alignment throughout the customer journey. #### Yo Marketing: Your Partner in Setting the Right Expectations If you're struggling to get your organization on board with a more holistic view of marketing, Yo Marketing can help. We specialize in helping B2B companies align their marketing and sales efforts, develop effective demand generation strategies, and communicate the true value of marketing to stakeholders. **Let's work together to set the right expectations – and achieve marketing success that goes beyond lead count.** [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

Strategy

The Modern B2B Go-To-Market Strategy: Beyond the Sales Funnel

In today's fast-paced and digitally driven business landscape, the traditional sales funnel is no longer sufficient for B2B success. To truly thrive, businesses need to adopt a more holistic and integrated approach to their go-to-market (GTM) strategy. This means moving beyond a linear sales funnel and embracing a comprehensive strategy that aligns marketing and sales efforts to attract, engage, and convert customers throughout their entire journey. #### The Changing Landscape of B2B Sales The B2B buyer's journey has evolved significantly in recent years. Buyers are more informed, empowered, and digitally savvy than ever before. They conduct extensive research online, engage with content across multiple channels, and expect personalized experiences tailored to their specific needs. To adapt to this changing landscape, businesses need to shift their focus from simply filling the top of the funnel to creating a continuous cycle of demand generation, lead nurturing, and customer advocacy. This requires a deep understanding of your target audience, their pain points, and their preferred channels of communication. #### Building a Holistic GTM Strategy A successful GTM strategy starts with a well-defined ideal customer profile (ICP) and buyer personas. This involves identifying your target market, understanding their demographics, firmographics, and psychographics, and mapping out their buying journey. Once you have a clear picture of your ideal customers, you can develop targeted messaging and content that resonates with them at each stage of their journey. This content should be delivered through a variety of channels, including your website, social media, email marketing, and paid advertising. #### Investing in Demand Generation Demand generation is the process of creating awareness and interest in your products or services. It involves a variety of tactics, such as content marketing, search engine optimization (SEO), search engine marketing (SEM), and account-based marketing (ABM). By investing in demand generation, you can attract a steady stream of qualified leads to your website and nurture them through the sales funnel. This can help you fill your pipeline with high-quality opportunities and accelerate your sales cycle. #### Aligning Marketing and Sales One of the biggest challenges facing B2B companies is aligning marketing and sales efforts. Often, these two departments operate in silos, with different goals, metrics, and processes. To create a truly effective GTM strategy, marketing and sales need to work together seamlessly. This means sharing data, insights, and feedback, and developing a shared understanding of the customer journey. By aligning marketing and sales, you can ensure that your leads are nurtured effectively and that your sales team is equipped with the information they need to close deals. This can lead to a significant increase in sales productivity and revenue growth. #### Shoring Up Your Tech Stack In today's digital age, having the right technology in place is essential for B2B success. This includes a customer relationship management (CRM) system, marketing automation platform, and sales enablement tools. Your CRM system should be the central hub for all of your customer data. It should track interactions with your leads and customers, provide insights into their behavior, and help you personalize your communications. Marketing automation platforms can help you automate repetitive tasks, such as email marketing, lead nurturing, and social media posting. This can free up your marketing team to focus on more strategic initiatives. Sales enablement tools can provide your sales team with the resources they need to be successful, such as sales scripts, product information, and competitive intelligence. #### Measuring Your Success To ensure that your GTM strategy is effective, it's important to track your progress and measure your results. This involves setting key performance indicators (KPIs) and monitoring them regularly. Some common GTM KPIs include: o Website traffic o Lead generation o Conversion rates o Sales pipeline value o Customer acquisition cost (CAC) o Customer lifetime value (CLV) By tracking your KPIs, you can identify areas where your GTM strategy is working well and areas where it needs improvement. This can help you make data-driven decisions and optimize your strategy for maximum impact. #### Take the Next Step The modern B2B go-to-market strategy is a complex and ever-evolving process. However, by following the steps outlined in this blog post, you can develop a holistic and integrated approach that will help you achieve your business goals. If you need help with your business development or GTM strategy, please don't hesitate to contact Yo Marketing. We have a team of experienced professionals who can help you develop and execute a winning strategy. [![Schedule a free strategy session today](https://8pfraw1pqsd9gr2m.public.blob.vercel-storage.com/cta/schedule%20a%20free%20strategy%20session%20today-71nxI8IjipsNWn5HZlezFcxibVvXHd.png)](/contact/)

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Strategy

Brand Voice: How to Find Your Unique Sound

B2B Marketing Lessons from Camp Crystal Lake: What Friday the 13th Teaches Us

Tech Stack Sanity: Avoiding the Tool Trap in B2B Marketing

Measuring What Matters: KPIs for Business Development Success

Leads vs. Demand: Why Your Marketing Strategy Needs Both (and How to Fire Up Your Demand Engine)

If Your Current Marketing Platform Isn't Working, A New One Won't Magically Fix It

The Unseen Culprit Behind Slumping B2B Sales: Has Automation Gone Too Far?

The "No" Manifesto: Why Saying No is Your Marketing Tech Stack's Superpower

Setting the Right Expectations: The Key to B2B Marketing Success (and Your Sanity)

The Modern B2B Go-To-Market Strategy: Beyond the Sales Funnel

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