Marketer | B2B

Tranna.org

Advertising agency | Google Ads Partner | Facebook Ads Preferred Partner

Co-Founder / CEO

Interface LLC

Software development. Business process automation. ERP/ECM implementation. Web services and SaaS development.

Owner / CEO

АйТи

Director of Business Development

Head of ERP business unit

Parus Fin Software. Inc

Lead Software Architect

Russian Research Center "Kurchatov Institute"

Senior Software Engineer

Marketing Advisor helping early B2Bs do content and get clients | 3x- B2B Founder

Building a flow of B2B clients within 3-4 months without a marketing budget is challenging.

I've solved this task three times for my high-ACV businesses: my software development company, B2B SaaS, and marketing agency.

To succeed, you need to be sure you do a few things right:

You have chosen the right market/niche where there is demand.
You have right positioned your product/service and the offer.
You consistently publish the right content.
You develop relationships with the right people on social.

I can help you adjust this system.

See more details on my website: https://albertsungat.com 

Please get in touch with me if you need my help.

It's hard for me to do the job I'm doing now.

And that's okay.

We are talking about strategic marketing for a B2B Tech company.

People pay for consulting services to find a solution to a problematic situation. Obvious solutions people can find themselves.

Therefore, it is always tricky work.

If you are a solopreneur who has decided to do strategic consulting, then be ready for several things:

1) With each client, everything starts from scratch.
2) This work cannot be delegated.
3) This business will not be scalable.

The only thing we can increase is the quality of the service and its cost.

#b2b #consulting

Albert Sungatullin

Founder: “We post on socials to receive inbound B2B leads. Is that enough?”

That's great. I'm sure, in your case, this is the proper priority.

BUT. Just publishing content and waiting for requests from clients is not enough.

You should communicate with potential clients before they contact you for your service.

You must meet people on social media, support them, participate in discussions, and communicate 1:1.

SOCIAL SELLING is a work that always consists of three parts.

1) CONTENT
Share your expertise.

2) NETWORK
Before the speech, you need to gather listeners (establish contacts).

3) CONVERSATION
People trust their acquaintances more than others.

These are three components of the fuel for the rocket 🚀 called SOCIAL SELLING.

If you remove any one component, the rocket will not take off.

#b2bmarketing #socialselling

After a 3-month sprint on LinkedIn, you are guaranteed to get the result.

Suppose you have started selling the B2B service on Linkedin.

1) You have chosen a niche where there is demand.
2) You positioned your service and the offer.
3) You have built a content strategy.
4) You publish content every workday.
5) You meaningfully build your network.

THREE MONTHS have passed

What is the result?

✅ You see an increasing flow of inbound requests.

- double the efforts in content and network building
- think about additional platforms for content marketing
- test thoughtful outreach program (by intent signals)

❌ You don't have inbound requests or very few of them.

The offer has no value or is unclear to the target audience.

In this situation, working on new tactics and promotion channels is useless.

👉 Do not lose time and money; do return to the beginning. Steps No.1 and No.2 should be rethought.

=====

Organic socials and feedback are the right way to find a service market fit, especially if the ACV is medium or higher.

And this is a relatively inexpensive way.

2023, I could test six B2B services in eight months until I found what was working.

PS. This approach works similarly for B2B SaaS with mid and high ACV.

#b2bmarketing #socialmedia

To better understand your B2B buyer,

You should understand the difference between the *Contract Value* and the *Decision Value*.

Let me explain with examples.

1) The client decided to try working with an email marketing contractor for two months. In this case

ContractValue = $2500 * 2 months = $5000
DecisionValue = $5000 + some subscriptions = $6000

2) The client decided to try working with an advertising contractor for two months. In this case

ContractValue = $2500 * 2 months = $5000
DecisionValue = $5,000 + $20,000 advertising budget = $25,000

The client's *DecisionValue* is significantly higher in the second case than in the first. As a result, closing the second deal is more challenging and may take longer.

Another situation. A recruiter wants to close a deal for $10,000 with a company that is looking for a CMO with an annual contract of $150,000. The *DecisionValue* for the client here is significantly higher than the *ContractValue*.

The *DecisionValue* (not the *ContractValue*) determines the following things.

✅ Persons in the company who make this purchasing decision.

✅ The sales cycle length and the deal complexity.

✅ Requirements for the contractor’s reputation and proofs.

As a contractor, estimating the client's *DecisionValue* related to your contract is always helpful.

By trying on your prospect's shoes, you better understand their potential objections, concerns, and risks.

This will shorten the path to the deal.

#b2b #b2bsales

Three types of messaging - failed, bland, and meaningful.

1) FAILED

Screenshot 1 - "Making the world a safer, smarter, and happier place."

Guess what we're doing? (if you have excess time)

2) BLAND

Screenshot 2 - "Microsoft Power Apps. Drive business growth with easy-to-build apps."

At least we understand what the company does.

3) MEANINGFUL

Screenshot 3 - "Helping your ideal customers see you as the only choice — with a strategy-driven website. I build Webflow websites for B2B service-based businesses."

We understand what problem the company solves, for whom and how.

=====

Big brands can afford to experiment with vague messages. Your early B2B is not.

It is not very difficult to be meaningful, but it is profitable.

#b2bmarketing #messaging

Why should high-ACV B2B companies invest in content?

If the marketing budget is limited, then there are not many options for acquiring clients:

✅ Content marketing on socials (primarily LinkedIn)
✅ Cold Outreach (email + LinkedIn)

However, depending on the ACV, the strategy should be different.

1) ACV < $2000 (SaaS, info products)

Content:
Content marketing with an emphasis on increasing brand awareness.

Outreach:
Mass Outreach using email and LinkedIn messages.

2) $2000 < ACV < $30,000 (services, products, solutions)

Content:
Content marketing with an emphasis on SME (subject matter expertise) and the personal brand of a B2B leader.

Outreach:
Personalized outreach is based on intent signals.

3) ACV > $30,000

Content:
Content marketing with an emphasis on SME (subject matter expertise) and the personal brand of a B2B leader.

Outreach:
Rare messages on LinkedIn to strengthen personal relationships.

=====

TL;DR

The higher the ACV, the fewer alternatives to content marketing a B2B company has, especially at the early stages.

#b2bmarketing

If you are thinking about how to hack LinkedIn,

then, most likely, you are on the wrong track.

Algorithms, reach, and likes distract you from what really matters - building relationships.

Let's say I'm the company's CIO, and I have a budget of $200k to develop a business application.

You are the founder of a software development company.

Hack me.
Hack me so I can trust you with my task and my budget.

Perhaps you need to start posting in the evening instead of in the morning. Should this help?

Hardly.

The only value of LinkedIn is that people you would want to do business with hang out here.

Finding the right person on the platform is not difficult.
Establishing a connection with a person is not difficult.

Building trusting relationships is DIFFICULT.

Just like in real life.

Think about that, not algorithms.

#linkedin

Taplio

Albert Sungatullin's Linkedin Analytics

Albert Sungatullin

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Albert Sungatullin's Best Posts (last 30 days)

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Albert Sungatullin's Best Posts .css-qqfgvy{font-size:var(--chakra-fontSizes-md);}(last 30 days)

Want to drive more opportunities from LinkedIn?

Albert Sungatullin's Linkedin Analytics

Albert Sungatullin's Best Posts (last 30 days)