Many clients focus heavily on short-term sales, often overlooking the long-term value of brand marketing. However, it’s brand marketing that ultimately fuels the sales funnel, driving sustainable growth. I look at it now as a concentric marketing strategy.
I’ve always believed both short-term sales and long-term brand marketing have value, but the disconnect bothered me. To clarify, I started framing them as “marketing for sales” and “marketing for brand” to compartmentalize their roles and communicate priorities internally. Yet, it still felt incomplete—some gaps needed bridging.
So this is where I’ve wound up. To be completely transparent, I’m taking a series of existing approaches and trying to define a new way to visualize and communicate them.
Classic Marketing Funnel Meets the Concentric Marketing Strategy
To explain further, think of the target audiences for marketing as a series of concentric rings, each with its own needs and attributes. This concentric marketing strategy for B2B growth bridges the gap between short-term and long-term goals, addressing each audience based on their readiness to engage.
Ring 1: People Who Know They Have a Need and Are Actively Looking for a Solution
This group represents your high-intent audience. These individuals are aware of their problems and actively searching for solutions, making them ideal for “marketing for sales.”
- SEO-Optimized Content: These prospects are already searching for solutions, so optimizing your website for relevant keywords ensures they find you. For example, include terms like “B2B marketing for female leaders” to target niche audiences.
- Google Ads Campaigns: Pay-per-click ads allow you to reach high-intent B2B prospects at the right time, maximizing immediate conversions.
- Lead Magnets: Gated content such as eBooks or whitepapers helps capture leads while showcasing your expertise.
By implementing these strategies, businesses can see measurable improvements in their marketing ROI for long-term B2B growth, especially when leveraging data-driven optimizations.
Ring 2: People Who Don’t Know They Have a Problem but Want Better Results
For this group, the focus shifts from selling solutions to educating and inspiring action. This is where “marketing for brand” thrives.
- Educational Content: Blog posts such as “5 Marketing Mistakes B2B CEOs Don’t Realize They’re Making” or free resources like a “Marketing ROI Checklist” offer value while positioning your brand as a thought leader.
- LinkedIn Engagement: Use LinkedIn to connect with this audience by sharing insights and hosting webinars.
- Email Nurture Campaigns: A carefully crafted drip sequence can guide prospects through the buyer journey, subtly introducing your services.
Ring 3: People Happy with Their Current Approach but Open to Other Options
This group may not be actively searching for solutions, but they’re open to hearing about better alternatives.
- Competitor Comparisons: Highlight unique aspects of your services through targeted messaging, such as “Why B2B Marketing Teams Choose Shout Out Studio Over Big Agencies.”
- Remarketing Campaigns: Stay visible to these prospects by running ads that re-engage users who have interacted with your site. Messaging like, “Is Your Current Marketing Team Missing Opportunities?” keeps your brand top of mind.
- Strategic Networking: Build relationships through partnerships and industry events, fostering trust and positioning your brand as a reliable alternative.
Ring 4: People Who Are Content with the Status Quo
Finally, there’s the outermost ring: those who may not be looking for change today but will eventually need to. The goal here is to build awareness and goodwill.
- Brand Awareness Campaigns: Display ads or sponsorships of relevant initiatives keep your brand in front of this audience. For instance, promoting values like “Shout Out Studio – Partners in B2B Growth” resonates over time.
- Community Involvement: Hosting workshops or engaging with local nonprofits establishes your brand as both a leader and a partner in the community.
With this concentric marketing strategy, each ring incorporates a targeted strategy, ensuring efforts are efficient and tailored to audience readiness/needs. Starting with high-intent prospects and working outward can maximize your marketing ROI and build long-term brand equity.
Yep, it’s a lot but if your marketing isn’t planned this carefully, and intentionally, you might want to get a second opinion on the possibilities.