B2B marketers had a challenging FY23, and FY24 looks challenging. Marketing communications budgets have been under pressure, and analyst relations budgets are increasingly diverted into spending with analyst firms. As a result, analyst relations people have been forced to do more with less, and struggle to fill vacancies. As one of the ten biggest marketing communications companies in the UK focussed on B2B tech, CCgroup has much experience bringing tech firms through these challenges. Luckily, most marketing strategies and content plans share a strength: most B2B marketing organisations have similar approaches.

In four recent posts by Duncan Chapple, CCgroup explores different aspects of making more with the marketing and AR resources you already have.

• How analyst content helps B2B marketers accelerate the sales pipeline
  B2B marketers faced challenges last year, which continue into the next. Customer journeys shifted, event expectations grew, and go-to-market teams face higher demands. Despite creating effective content and data, marketing leaders are asked to overcome the past year’s slowdown. Growing the sales pipeline rests on marketing, aided by salespeople for qualification. Analyst relations (AR) can enhance lead conversion by refreshing buyer personas, refining qualification, and leveraging analyst insights. Attribution matters; AR helps track conversion rates influenced by analysts, leading to better campaign investments. Regular AR, sales, and marketing discussions enhance pipeline strategy and lead attribution for success.
• Why pre-IPO planning must include post-IPO campaigns
  After an IPO, companies lack guidance on post-IPO actions. To seize the IPO interest peak, a brand-focused multichannel strategy is crucial, transitioning from salience to authority. Thought leadership campaigns are vital for leveraging awareness and driving leads. The messaging framework, based on known pillars, empowers storytelling across various topics. Adaptive to changing conversations, this framework supports different channels and measures, including SEO and social engagement. Analyst relations benefit from this unified approach, aiding insights and impact quantification. Highly performant themes, like annual surveys, efficiently establish authority across channels. This approach fosters engagement and activation plans while earning potential awards.
• Six reasons international vendors must influence US industry analysts
  Engaging with US-based industry analysts is crucial for B2B tech firms aiming to expand in the US. Most influential analysts reside in the US, playing a vital role in advising tech buyers and shaping media trends. Analysts aid in visibility with intermediaries, influence media coverage, facilitate market-making, provide market insights, assist in product development, and enable sales teams. Given the competitive US marketplace, a solid analyst relations strategy is essential for global firms seeking success and recognition in the US tech industry.
• How AR can make the most of marketing content plans
  Marketing organizations often share effective content strategies, including ABM and audience-centric communication. Content must be adapted for various audiences, such as analysts and journalists. ABM is especially valuable for building analyst relationships. To engage audiences, understanding their challenges and personal context is crucial. Primary research highlights sectoral differences and guides high-growth scale-ups’ market prioritization. Using primary research, content campaigns can swiftly target specific segments. Formats like ebooks, videos, and comparison sheets enhance engagement. Collaboration between AR and marketing amplifies resources for successful content campaigns. Our five-step approach streamlines campaign execution.

You can see Duncan’s posts for CCgroup at: https://blog.ccgrouppr.com/blog/author/duncan-chapple