5 practical changes to help you balance B2B tech marketing tactics and strategy

“Show me the ROI!”

Many marketers hear this in their sleep. The demand for immediate, measurable results can push you toward short-term tactics that boost quick metrics like click-throughs, impressions, or views. But focusing solely on these short-term hits can sabotage your long-term brand building and customer loyalty efforts.

Ready to dive straight into the five actionable steps?

1. Align every move with business objectives
2. Carve out space for smart experimentation
3. Broaden your measurement horizons
4. Nurture existing customer relationships
5. Make brand-building a priority

The siren call of quick fixes

Marketing tools and tactics continually emerge, promising to revolutionize your approach. It's tempting to chase these shiny objects, hoping for easy wins along with the credibility of being on the cutting edge. But this could lead to a scattered approach, diluting your efforts and undermining your long-term strategy.

Not every new tool is right for your needs. The Gartner Hype Cycle™ shows how new technologies often peak in hype before proving their real value. Don't get swept away by the wave of novelty. Stay grounded in what truly serves your goals.

The attractiveness of “vanity metrics”

The pressure to show quick, measurable results can lead to emphasis on “vanity metrics,” including social media impressions, email open rates, URL click-throughs, or web page views. These are great for a surge of dopamine, and they may help us see whether we’re reaching our target audiences. But have they moved the customer toward a sale? It’s nearly impossible to tell.

Your email was opened, but was it read—or understood? Your social post reached someone’s scroll feed, but did they stop? The person who clicked through to your website may have gotten the answer they needed and left. These surface metrics don’t give you any information on the success of your campaign.

Striking gold: the strategic–tactical balance

Improve your chances of success by striking a balance between strategic patience and tactical agility. First, embrace the long game. Commit to initiatives that take time to bear fruit but are ultimately proven to help customers accelerate their buying journey and boost loyalty to your brand.

While staying focused on long-term goals, it’s vital to also stay nimble. Be ready to seize new opportunities, adjust to changing market conditions, leverage new innovations, and test new tools—when they align with your broader strategy. This allows for accelerated wins that fuel your long-term efforts.

The B2B tech customer buying journey

The B2B tech buyer’s journey resembles a cyclical path more than a straightforward funnel. Multiple stakeholders influence the decision, each with their own priorities. The CEO might focus on overall business impact, while the CTO zeroes in on technical specifications. Meanwhile, the CFO keeps a watchful eye on the bottom line. This intricate process demands a nuanced approach.

Putting balance into action: 5 practical steps

1. Align every move with business objectives

Before jumping on a new tactic, ask how it supports your overall strategic goals. A short reflection can prevent distractions and keep your efforts focused.

• Consider developing a scoring system to weigh potential tactics against business objectives. For example, rate each new initiative on a scale of 1 to 5 for its potential impact on revenue growth, market share expansion, and customer satisfaction.
• Identify an extended team to help you evaluate your metrics and plans. Look across organizations to identify stakeholders and SMEs with valuable input. Consider involving key partners (strategic alliance and/or channel partners)—or a customer steering committee.
• Schedule regular meetings to ensure all ongoing and planned marketing activities align with your goals. Use these sessions to correct your course if needed.
• Ensure every extended team member understands the company's core objectives. This shared knowledge base helps everyone make aligned decisions in their day-to-day work.
• Map your marketing objectives to the stages of the buyer’s journey. Ensure you're addressing the needs of various stakeholders at each point in their decision-making process.

2. Carve out space for smart experimentation

Dedicate some resources to testing new approaches. Controlled risk-taking can uncover game-changers without derailing your entire strategy.

• Allocate a reasonable budget to test intriguing new tactics and technologies. This gives you the freedom to explore without risking your core strategies.
• Develop a framework for testing. Include clear hypotheses, success metrics, and timelines. This approach keeps experiments focused and measurable.
• Create a well-designed early user program to test new product ideas with a valued set of customers that can provide honest, useful feedback.
• Encourage your team to view any "failures" as opportunities to learn and improve. Sharing both successes and setbacks can spark creativity and prevent repeated mistakes.

3. Broaden your measurement horizons

Look beyond short-term (and vanity) metrics. Include indicators of long-term success like brand awareness, customer lifetime value, and net promoter scores in your reporting.

• Create a dashboard that includes both short-term metrics (such as new leads generated) and long-term indicators (customer lifetime value, for example) to provide a more holistic view of marketing performance.
• Use multi-touch attribution models to understand how different marketing touchpoints contribute to conversions over time. This helps justify investments in longer-term strategies.
• Identify metrics that can predict future success. For example, engagement rates with thought leadership content might be a leading indicator of brand strength and future sales.
• Implement metrics that account for long B2B sales cycles and multiple decision-makers. Track engagement across different stakeholder roles within target accounts over time.

4. Nurture existing customer relationships

Don't get so focused on new customer acquisition that you neglect your current base. Deepening these relationships often yields significant ROI while strengthening long-term loyalty.

• Proactively help customers achieve their goals with your product or service. This could include personalized onboarding, regular check-ins, and custom training sessions.
• Reward long-term customers with exclusive benefits, such as early access to new features or special pricing. Make them feel valued and incentivize continued partnership.
• Regularly ask for feedback from your existing customer base. Use these insights to drive improvements and new features, showing customers their voice matters.

(Your early user program will help here, too.)

5. Make brand-building a priority

A strong brand drives customer retention, even when you're experimenting with new tactics.

• Define your brand's voice, values, and unique position in the market. Consistently apply these elements across all marketing efforts.
• Establish your brand as an industry authority through high-quality content, speaking engagements, and partnerships with respected organizations.
• Conduct periodic surveys to gauge brand awareness, perception, and loyalty among your audience. Use these insights to refine your branding efforts.

By implementing these expanded strategies, you'll create a marketing approach that balances short-term wins with long-term growth. Remember, the key is consistency and patience. Some of these tactics may take time to show results, but they'll build a strong foundation for sustainable success.

Balance: The path to sustainable growth

The pressure to deliver immediate results often clashes with the need for strategic, long-term planning. But true success lies in mastering both. Thoughtfully balancing short-term successes with long-term strategy delivers tangible results right away while building a foundation for sustained growth.

When communicating these balanced strategies to executives focused solely on short-term results, consider these approaches:

• Frame long-term strategies in terms of financial impact. Instead of "brand building," talk about "increasing customer lifetime value" or "expanding market share."
• Present compelling narratives that link short-term tactics to long-term outcomes. Show how today's brand investments drive tomorrow's sales pipeline.
• Break down long-term initiatives into shorter milestones. This allows for regular check-ins and adjustments, appeasing those hungry for immediate progress.

It’s not always easy, but remember, your goal is to hit this quarter's numbers and create lasting value. Keep this bigger picture in mind to balance strategy and tactics with confidence. By embracing this comprehensive approach, you'll be better equipped to drive both immediate results and long-term success for your organization.