Views from Ritchie Mehta, Founder, School of Marketing
In the fast-evolving world of B2B marketing, it’s easy to get caught up in the pressure to drive quick conversions. However, successful marketers know that true growth doesn’t happen overnight; it’s built on a deep understanding of customer behaviour, brand strength, and a strategic approach to decision-making processes. As Ritchie Mehta, a seasoned marketing expert, shared during his recent virtual session, the key to long-term growth lies in how we understand and cater to the complexities of the buyer journey.
Let’s break down some of the most impactful strategies for navigating the modern B2B landscape—ensuring we’re not just targeting buyers but truly connecting with them at each stage.
1. Cater to Complex Journeys: Account for Multiple Stakeholders and Entry Points
B2B buying journeys are rarely linear, with multiple stakeholders involved in the decision-making process. Ritchie Mehta emphasised the need to identify these “category entry points”—the moments when a customer is most likely to make a key decision. These moments often differ depending on the type of customer, and they aren’t always predictable.
“Understanding the multiple touchpoints and how to create delightful moments at each stage can help cement your brand into the customer’s decision-making process,” Mehta said during his session. In practice, this means identifying and addressing the specific needs and concerns of each stakeholder—whether that’s the CFO worried about ROI, the product manager focused on usability, or the CEO who is thinking about long-term strategy.
For B2B marketers, this means mapping out the entire customer journey—from awareness to consideration to purchase—while acknowledging that there are many potential entry points. Understanding the needs of each audience at different stages of the decision-making process will allow you to craft messages that resonate more effectively.
To deepen your understanding of this complexity, Forrester’s research on the ROI of brand equity in B2B explores how emotional connections and consistency in messaging across touchpoints can enhance customer loyalty and drive decision-making.
2. Prioritise Metrics by Stage: Focus on Metrics That Align with Each Phase of the Buyer’s Decision-Making Process
Marketers are often overwhelmed by an array of data points, from impressions to clicks to conversions. However, Ritchie Mehta pointed out a key insight: not all metrics are created equal, especially when it comes to assessing ROI. “Where marketers spend their time and energy should align with the stage of the buyer’s journey they’re in,” he said.
At the awareness stage, for example, brand awareness metrics such as impressions and engagement are crucial to get your name in front of the right people. At the consideration stage, metrics like leads generated and content consumption can give you insights into the strength of your value proposition. Finally, at the decision stage, focusing on conversion rates, sales-qualified leads (SQLs), and customer acquisition costs (CAC) helps track how effectively your sales funnel is turning prospects into customers.
Mehta emphasised that existing brand size is one of the biggest factors influencing the effectiveness of advertising. “The larger the brand, the higher the ROI you will get from your advertising spend,” he said. This insight is crucial when aligning your marketing efforts with growth objectives. As you move forward in your journey, adjusting your focus to metrics that are more closely tied to sales and customer retention will allow you to be more agile and responsive to buyer needs.
For more insights on prioritising metrics and aligning them with the customer journey, check out Harvard Business Review’s articles on non-linear customer journeys, which emphasise the importance of a flexible approach to tracking buyer behaviour.
3. Integrate Brand and Demand: Recognise That Strong Branding Fuels Demand Generation at Every Stage
A common misconception in B2B marketing is that branding is separate from demand generation. However, Ritchie makes a compelling case that these two elements are intertwined. “Branding is not a separate function—it’s a lever that fuels demand generation at every stage,” Ritchie shared, reinforcing the idea that strong brand recognition creates an emotional connection with the customer, which, in turn, drives demand.
The concept of double jeopardy illustrates this point perfectly. The larger your brand, the greater your reach and the stronger the loyalty among customers. Brands with high recognition are not only more likely to attract new customers but also enjoy higher levels of customer retention, ultimately boosting profitability.
In B2B marketing, integrating branding with demand generation means ensuring that your brand’s values and messages are consistent across all touchpoints. Strong branding does more than create recognition; it builds trust. Trust is what allows a B2B company to not only win a contract but also turn that client into a long-term partner. It’s about making an emotional connection that supports a rational decision.
When you bring your brand identity into the conversation at each stage of the buyer’s journey, you create a seamless, trustworthy experience for the customer. As Forrester’s research shows, buyers are more likely to engage with brands that they perceive as credible and reliable, making brand equity an essential element of the demand generation process.
4. Create Attention-Grabbing and Emotionally-Resonant Content
When it comes to content, the key to standing out is creativity and emotional appeal. Ritchie shared a valuable lesson from behavioural science: emotional advertising consistently outperforms rational, feature-driven ads. “Emotion drives memorability and behaviour change,” he said. B2B marketers must consider how to incorporate emotion—whether through storytelling, humour, or a relatable customer success story—into their campaigns.
The importance of creative content also extends to the power of “distinctive brand assets.” Ritchie explained that elements such as unique sound, characters, and visual cues are vital to building a memorable brand. For example, he highlighted the success of Duolingo’s owl mascot and how such a distinctive element can enhance brand recall.
For B2B marketers, this could mean using distinctive visuals or unique case studies that make your content more engaging and memorable. In a crowded market, it’s these creative touches that separate a forgettable campaign from a breakthrough one.
5. Focus on the Right Channels for Maximum ROI
In today’s fragmented media landscape, understanding where to place your marketing efforts is just as important as what you’re saying. Ritchie shared a study that highlighted the return on investment from different marketing channels. He pointed out that TV still offers the highest ROI per second of attention, but digital platforms are not far behind, especially when combined with compelling creative.
The rise of digital platforms has created an opportunity for B2B marketers to diversify their channel strategies. However, Ritchie emphasised the need to consider channel-specific dynamics. For instance, video content on YouTube can deliver more engagement than a similar ad on Facebook, making it crucial to choose the right channels for your messaging.
Conclusion: Crafting a Holistic Marketing Strategy for B2B Success
As we reflect on the key lessons from Ritchie Mehta’s session, it becomes clear that the best B2B marketers are those who embrace a holistic approach to the buyer journey. By catering to complex journeys, prioritising the right metrics, integrating brand with demand generation, and using creative strategies to drive engagement, marketers can build campaigns that resonate deeply with stakeholders and drive lasting business growth.
To further enhance your B2B marketing efforts, explore the extensive resources available, such as Forrester’s research on brand equity and Harvard Business Review’s articles on the non-linear customer journey. These will provide deeper insights into how to effectively navigate the complexities of B2B marketing.
Ultimately, success in B2B marketing requires an understanding of human psychology, strategic foresight, and a constant commitment to building a brand that resonates with your audience on both a rational and emotional level. By doing so, you’ll position your company not only for immediate success but for sustained growth in the years to come.
