B2B media strategies: the struggle is real

In my recent projects, I’ve observed that media agencies often struggle to effectively engage B2B audiences. What I have seen is that they often do not find the right angle to address these audiences, mainly because they are so used to the principles of B2C media strategies and the sheer number of people who belong to these audiences. Couple that with a publisher/channel selection that’s more driven by increasing agency revenue with sometimes questionable targeting promises, and you’ve got a devilish mix. Here’s how to avoid these pitfalls and get it right:

▪️Understand Your Audience
B2B audiences are often much smaller but highly specific. Take the time to understand them thoroughly. Agencies: Start by having an in-depth conversation with your client, as they usually have valuable insights about their audience.

▪️Precision Over Reach
In B2C, media wastage might be acceptable and often helpful, but in B2B, it’s crucial to target precisely. Aim to get as close as possible to your audience to maximize relevance and impact.

▪️Prioritise Quality Over Quantity
B2B marketing isn’t about casting a wide net. Each piece of content and each campaign should be meticulously crafted to meet the specific needs of your target audience.

▪️Embrace the Nitty-Gritty
B2B marketing involves detailed, precise work. Agencies need to accept that immediate profits might come from other clients, but doing it right will lead to satisfied clients, recurring business, and valuable recommendations.

▪️Cover Essential Touchpoints
Before diving into innovative tactics, ensure you have all critical B2B media touchpoints covered, even though it might sound boring to do so – they build trust and relevance.

▪️Adapt to Industry Changes
The media landscape is constantly evolving and that is true for B2C and B2B audiences. Stay updated with the latest trends and technologies to keep your strategies relevant and effective.

It may sound simple, but this is exactly what I was missing. So let’s make it better and craft effective B2B media strategies that engage your audience, build trust, and drive business success.

❓My ask
Do you know a media agency that excels in B2B media strategy? Please share your recommendations and experiences in the comments below. Looking forward to your shout-outs!