Jan 17, 2022
In Wellness Forum
How does having a proper pace make for better B2B marketing? Is there such a thing as an ideal pace when it comes to marketing efforts, and does it matter if you’re in a sprint or an ultra-marathon? Part of proper pacing is recognizing the length of your marketing race and maximizing your efforts to fully take advantage of each mile of the journey, whether its a short one-off campaign or a protracted always-on marathon. Knowing and implementing steady pacing are often-overlooked elements in long-term B2B marketing success, so let’s take a look at five ways they pay off. 1 — Burning The Marketing Candle at Both Ends Will Fizzle Out It’s unfortunately all-too-common for marketers to engage in marketing efforts at an unsustainable pace, leading to burn-out, especially during the pandemic when the boundaries between professional and home life have narrowed or disappeared entirely. Since penning it in 1978, Neil Young’s iconic lyric, “It’s better to burn out than to fade away,” has been co-opted by countless people in all walks of life, including marketers and many in the frenetic technology sector. Our content marketing manager Nick Nelson shared how — from 工作职能邮件数据库 SEO and social to experiences and strategy — in our fast-paced digital world, B2B marketers can gain many benefits from slowing down. You’ll find his collection of tips for avoiding burnout in, “In a Fast-Paced Digital World, B2B Marketers Can Benefit from Slowing Down.” Marketers who overcook their pace sacrifice long-term success for short-term gains, and often fail to recognize the harm that comes from trying to sustain a pace that is beyond their ability. Operating at a pace that’s too fast can take time away from important tasks in B2B marketing, such as getting to know your customers, as we looked at in “Create a Stellar Audience Experience By Slowing Down with These Tips from Ann Handley We live in a fast-paced world. But slowing down our marketing efforts — from experience to strategy to social to SEO — can help brands differentiate and achieve more. @NickNelsonMNCLICK TO TWEET 2 — Steady Doesn’t Mean Glacial Pace On the other hand, marketers who take too much of a wait-and-see approach, and get bogged down in labyrinths of overtly gratuitous procedures won’t be nimble enough to keep up with necessary changes. Today’s marketing world undoubtedly rotates at a faster clip than ever before, so it is important for B2B marketers to keep up with the latest industry news and changes. Our own weekly TopRank Marketing B2B news, published every Friday, and numerous other industry news sources can help you stay on top of the swift marketing shifts our industry experiences, so that you can apply them to your own efforts. If you do find yourself in a marketing marathon, check out my “26.2 B2B Marathon Marketing Lessons” article, which shows that racing a marathon and running a successful marketing campaign have a surprising number of similarities — including 26.2 things they share in common. “If the marathon if a part-time interest, you will only get part-time results.” — Bill Rodgers @BillRodgersRACECLICK TO TWEET 3 — Don’t Burn Out or Fade Away, Use Always-On Instead What’s a B2B marketer to do, then, to keep from burning out with an unsustainable pace or losing any hope of winning the race using bogged down marketing? When someone says, “Always-on marketing,” what does it mean do you? It might be tempting to immediately relegate such an effort to the destined-for-burnout pacing category, yet in this case always-on doesn’t mean unsustainable. As our CEO Lee Odden has written, always-on influencer marketing is the practice of ongoing relationship-building, engagement and activation of a specified group of influencers to build community, content and brand advocacy. In fact, we’ve dedicated an entire series to the advantages of always-on marketing: Always On Influence: Definition and Why B2B Brands Need it to Succeed Always-On Influence: 5 Examples of Ongoing B2B Influencer Marketing In Action Always On Influence: Short Term vs. Long Term for Success During a Crisis Always-On Influence: Why B2B Needs Brand Research Always-On Influencer Marketing: Building Thought Leadership for B2B Brands For Successful B2B Marketers The Engine of Influence is Always On “Continuously listen to your audience and adjust your strategy to better meet their needs.” — Ann Handley @annhandleyCLICK TO TWEET 4 — A Lifetime Network of Trusted Partners & Associates Marketing efforts that move at a healthy pace foster a lifetime network of trusted partners and associates, and provide a wide range of benefits that improve our lives on both a professional and personal level. Marketers operating at a pace they aren’t able to sustain often not only produce sub-par work, but don’t have the time to develop trusting relationships with a network of marketing industry professionals.