You can’t scale mediocre B2B marketing

Maybe this sounds familiar…

  • You’re running paid campaigns that have started to diminish in returns. The more you spend the worse the results get.
  • Sales has started to complain about lead quality and you often hear: “These marketing leads suck!”
  • You’re constantly stuck in tactics. Everyone wants to run a/b tests, new headlines, new landing pages, more content.
  • You’ve transitioned from lead-focused marketing to account-based marketing to building brand awareness with the same results.

No matter what you do – your marketing feels stuck. You’ve hit a plateau that’s left you wondering how you can scale and start seeing killer results.

The reality is most B2B and SaaS companies become obsessed with tactics. Looking for better ads, more content, new graphics, new landing pages, and constant A/B tests.

It’s a continual rinse and repeat.

Agencies and martech vendors are only making it worse.

  • Ad agencies always recommend more or better ads
  • SEO agencies always recommend you need better SEO and more content
  • Account based martech vendors will convince you to measure on marketing influenced
  • The “demand generation agency will tell brand creates demand

There is one big problem. It assumes that growth occurs through the act of doing marketing.

Creating valuable content mapped to pain points, running ads to your target market, tracking results and making adjustments based on performance.

Growth is not something you do – it’s something you attract.

Every company goes out and spouts “why us”. They put their G2 quadrant front and center on their website. They compile a list of reasons and stats to prove that you should use their solution.

Your buyers don’t buy into your claims and they hear all the same claims from your competitors.

So you tweak your headlines, optimize your ad targeting, and write more content.

These minor adjustments can improve results 1% – 5% while your revenue target is moving at 30% to 100% a year.

You’re focused on clicks, conversions, and leads, but you’re missing the bigger picture.

The bigger picture is that none of these tactics do anything to create real demand.

The Problem with “Pain Points”

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Chances are, many of your campaigns are focused on appealing to your target audience’s “pain points” and reeling them in with content that proposes a solution to their problem.

But most buyers don’t recognize their pain or lack a deep enough understanding of their pain to even care.

Focusing on pain points will never outpace market demand.

The best marketing is not about features, benefits, and pain points. It’s about showing the prospect what’s wrong with their current beliefs and habits and the pain and negative consequences that occur if they don’t change.

This is where Buyer-Led Growth comes in.

Imagine running marketing that gives rise to your buyers needs instead of assuming they have a need to begin with.

This is how you beat your competition and 5x your lead volume, create new demand, and drive serious growth.

It’s why 100% of our customers to date have seen positive ROI.

If you want to change and update your go to market approach continue reading.

Buyer-Led Growth – Build Real Demand with Your B2B SaaS Marketing

Today, the buyer has all the power.

Marketing is no longer about getting awareness and acquiring customers.

In fact, it’s not even very effective anymore because everyone is spouting the same claims.

Effective B2B marketing is about shifting the beliefs of your buyers so they actually care about you solving their problem.

Buyers no longer reach out to sales to have their beliefs shifted, learn about your product, and understand why they need it.

They’re learning about the product on their terms. They’re doing research on LinkedIn, in slack channels, and word of mouth.

Buyer-Led Growth will shift your marketing from focusing on awareness and then telling buyers they need a solution – to showing your buyer why they should care about solving their problems in the first place.

Creating new demand requires your marketing to help buyers recognize they have a pain worth solving.

For buyers to recognize their pain you have to understand their current habits and beliefs and this is exactly what Buyer-Led Growth seeks to do. It’s the key to creating new demand.

The first step is to remove friction across the buyer’s journey.
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Friction is the number one growth killer in a B2B company.

And yet so many B2B companies and marketers struggle to address it.

Adding company size to inbound lead forms so that sales can qualify buyers out before they even have a conversation.

Putting pricing behind a sales wall or creating gated ebooks so buyers can be dropped into a sales cadence.

You want to “get more” from your marketing spend and in the process you just introduce more and more friction across the buyer’s journey.

It’s all about you.

In the fight for new customers – you’re actually losing.

Adopting Buyer-Led growth starts with removing friction across marketing and sales so that you align with how B2B buyers want to buy today.

This one shift alone could be an immediate growth lever for your company.

Our customers typically see a 2x – 4x increase in demo or trial volume by removing friction alone.

The second shift starts with establishing your brand narrative.
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When marketing begins to lose its effectiveness and updating ads and headlines don’t drive better results teams start chasing the latest buzzwords: account based marketing, brand awareness, and demand generation.

Marketing teams start running ads to buying committees via the ABM playbook, creating case studies, G2 quadrants, and the list goes on.

Buyer’s aren’t convinced by your new ads. You’re just pouring water over your buyers head. They’re also hearing all the same claims and benefits from competitors and alternatives.

This is where you have a major chance to out maneuver your competition and create real demand.

Most of your competitors run ads and create content that assumes buyers care about solving a problem so everything is focused on convincing them to buy their solution.

“Let me tell you why our product is better”.

Establishing your narrative is meant to give rise to your buyers needs before they recognize a pain.

For buyers to recognize their pain you have to understand their current habits and beliefs.

You have to show your buyers you understand them and their world and then begin to shift their beliefs into the narrative you need them to believe.

Until your buyer believes in your new narrative they will never have a pain worth solving.

This also causes your marketing to shift from focusing on what you’re selling to challenging the way your buyer is operating so they take action.

This is the key to creating new demand.

The third shift is to create content that supports your brand narrative.
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When you’re creating content for pain points you’re only capturing existing demand.

Creating new demand requires your content to help buyers recognize their pain.

For buyers to recognize their pain you have to create content that resonates with their current habits and beliefs and begins to shift their beliefs into the brand narrative you need buyers to believe.

Our content playbook is centered around this approach and we do it across the entire funnel.

The fourth shift starts with adjusting to more meaningful metrics.

When you switch to Buyer-Led Growth you can’t measure the typical marketing vanity metrics.

Imagine your sales team hearing from prospects: “Your marketing really spoke to me” and “You guys really understand what’s going on in my world.”

This happens because you have a frictionless buyer’s journey and a brand narrative that dramatically shifts how buyers see their world.

You begin accelerating demand as you find the unique combination of things that work for you. Buyer-Led growth will start creating an entirely new set of prospects, urgency, and real demand.

The three core buckets to measure with Buyer-Led Growth:

Marketing Revenue

This includes inbound pipeline, inbound revenue, LTV:CAC, and a few other base metrics to help us determine how much revenue marketing is driving consistently.

Sales Efficiency

You drive more inbound volume but also improve sales efficiency. This includes tracking marketing win rate, marketing sales cycle length, days to close, and average ARR.

Growth Rate

We work with you to determine your north star metric and track it to measure growth and performance across the entire funnel from awareness, activation, and revenue.

How can we help?

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The best marketing isn’t about selling features, benefits, and products. It’s about so much more, as we live in a world where the buyer has control.

At Elevate Demand, we work with growth-focused B2B brands who are looking to break free of the scale/stagnation cycle and generate consistent, measurable results.

Doing great marketing is no longer enough. It now requires more than an agency that runs Google Ads, and some LinkedIn retargeting to achieve meaningful growth.

You need to completely update your entire approach based on how buyers actually buy today.

Paid Customer Acquisition – The world doesn’t need anymore average paid marketing that doesn’t scale. Elevate Demand will run day-to-day of paid channels with over $25M+ invested.

Optimize for the Buyer – We help you convert more high-quality leads by identifying and removing friction across the buyer’s journey through conversion rate optimization, user flow, and funnel analysis.

Brand Narrative & Messaging – Break past selling features and benefits with strategic messaging and positioning and establish your brand narrative to give rise to your buyer’s needs.

Acquire Customers Organically – We know that paid will continually cost more year after year. To radically increase marketing contribution to revenue we have a custom SEO and content playbook to execute on.

We work with only 15 active customers at a time and you’ll always work directly with the founder of Elevate Demand. No middle man, just the people that can help solve your problem and give you the best possible advice.

If you’re ready to re-think your entire approach to growth with a growth team that’s challenging the status quo – you’ve come to the right place.