Views from Rob Pierre, Co-Founder of Jellyfish
In today’s competitive business landscape, B2B marketers face increasingly complex buyer journeys that involve multiple stakeholders and entry points. With a deep understanding of how to cater to these complexities, businesses can craft marketing strategies that resonate across different decision-making stages, foster strong relationships, and drive demand at every touchpoint.
Drawing insights from Rob’s experiences at Jellyfish, this article will explore the strategies B2B marketers should adopt to meet these challenges, from recognising the importance of multiple entry points to prioritising key metrics at each phase of the journey and integrating brand with demand.
1. Cater to Complex Buyer Journeys: Account for Multiple Stakeholders and Entry Points
B2B buyers no longer follow a linear path. Instead, their journey is multifaceted, involving numerous stakeholders, varying touchpoints, and many potential entry points into the sales funnel. Rob highlighted the evolving complexity of business operations as he transitioned from focusing on a single organisation (Jellyfish) to managing multiple projects across different businesses. “It’s about speaking to different people, different businesses, and different opportunities, which becomes tricky to manage,” he said.
For B2B marketers, this means developing content and engagement strategies that speak to the needs of different stakeholders at various stages of the buying process. The challenge lies in ensuring that marketing efforts align with diverse buyer personas, which may include decision-makers, influencers, and end-users.
By mapping out the buyer’s journey and identifying all the key touchpoints—whether through email, social media, webinars, or in-person meetings—marketers can create targeted content that speaks directly to each stakeholder’s unique concerns and motivations.
Key Insight: Don’t just create a single persona—consider the broader ecosystem and how various players in the buying process interact with your brand at different stages.
External Resource: For further insights on non-linear customer journeys, explore Harvard Business Review’s articles on the subject.
2. Prioritise Metrics by Stage: Focus on Metrics that Align with Each Phase of the Buyer’s Decision-Making Process
Metrics are essential for understanding how effectively your marketing efforts are driving conversions. However, it’s crucial to focus on the right metrics for each stage of the buyer’s journey. Rob’s advice on scaling Jellyfish—ensuring that the business’s integrity was maintained while growing exponentially—illustrates the importance of focusing on long-term value. “You need to think about whether scaling this will hold its integrity,” he said, drawing parallels to the way marketers must measure success in a way that aligns with both short- and long-term goals.
At the awareness stage, metrics like website traffic, social media engagement, and content consumption rates can help marketers gauge interest. In the consideration phase, lead generation metrics, webinar sign-ups, and content downloads indicate how prospects are evaluating your product or service. Finally, during the decision phase, conversion rates, closed deals, and customer retention metrics provide insight into the effectiveness of your marketing and sales alignment.
By using stage-appropriate metrics, B2B marketers can ensure they’re not only tracking engagement but are also aligning their efforts with the buyer’s needs at every decision-making point.
Key Insight: Prioritise metrics that reflect the buyer’s current stage in the decision-making process to avoid misaligned objectives.
External Resource: Explore Forrester’s research on the ROI of brand equity in B2B for deeper insights into how brand metrics can drive ROI at various stages of the journey.
3. Integrate Brand and Demand: Recognise that Strong Branding Fuels Demand Generation at Every Stage
Branding and demand generation are often seen as separate functions, but Rob’s experience with Jellyfish shows that a cohesive brand strategy is key to long-term success and demand generation. “When people see a physical location linked to your digital brand equity, that combination is fantastic,” Rob explained, referencing the power of aligning brand and service.
This integration creates trust and credibility, allowing demand generation to be more effective. Strong branding builds awareness, fosters emotional connections, and establishes the foundation for lead generation. It also nurtures prospects throughout their decision-making process, ensuring that your brand stands out when they’re ready to convert.
A well-defined brand supports demand generation by ensuring that content, campaigns, and customer interactions are consistent and aligned with the brand’s core message. Every touchpoint, whether it’s an ad, a product demo, or a customer service interaction, becomes an opportunity to reinforce the brand’s values and build demand.
Key Insight: Integrate brand-building efforts into your demand generation strategy. A strong brand doesn’t just drive awareness—it drives demand at every stage.
4. Foster a Transparent and Empathetic Environment to Encourage Community Engagement
A fundamental element of Rob’s success at Jellyfish was the culture he cultivated—one based on transparency, empathy, and collaboration. “It’s about being honest with the team,” Rob said, referencing how, during difficult times, transparency helped build trust and motivated employees to work toward collective goals.
This same principle can be applied to B2B marketing. Cultivating a community-based approach not only boosts employee morale but also strengthens customer relationships. Marketers should aim to create an environment where clients and prospects feel heard, valued, and part of something bigger than just a transactional exchange.
By engaging with customers on a deeper level, B2B companies can encourage brand loyalty and foster long-term relationships that go beyond the initial sale. Just as Rob emphasised the importance of building a cohesive team at Jellyfish, B2B marketers should focus on creating a community of engaged customers who feel a sense of ownership in the brand’s success.
Key Insight: Build a transparent, empathetic community around your brand to deepen customer loyalty and drive sustainable demand.
Conclusion: A New Paradigm for B2B Marketing
The complexity of modern B2B buyer journeys demands a nuanced approach that considers multiple stakeholders, measures the right metrics at every stage, and integrates brand with demand generation. Rob’s insights from his journey at Jellyfish offer valuable lessons for B2B marketers seeking to build strong, scalable businesses that deliver real value.
By focusing on the buyer’s entire journey, prioritising metrics that align with each phase, and fostering a community-oriented culture, B2B marketers can craft strategies that resonate deeply with their target audience, build lasting relationships, and fuel demand generation. Remember: success doesn’t just come from acquiring customers—it comes from engaging them across every touchpoint and ensuring that your brand’s values are consistently reinforced.
For more insights on how to navigate complex buyer journeys and understand the ROI of branding in B2B, explore Forrester’s research on brand equity and read Harvard Business Review’s articles on non-linear customer journeys.
By adopting these strategies, B2B marketers can not only adapt to the ever-evolving landscape but thrive in it.
