After spending the last 25 years as a professional B2B marketer, there’s a set of principles I’ve established here at Leadit which informs how we built the business and all the work we do for our clients.
In my own experience, I’ve learned a number of lessons, adopted some best practices, and formed my own unique strategies along the way that have launched Leadit Marketing into what it is today. To differentiate from the multitude of marketing agencies out there, we approach and treat each client with a fresh mindset to help them accomplish their goals. We’re a different kind of marketing agency grounded on a very intentional foundation.
We built Leadit Marketing on a set of guiding values that dictate how we approach every project and every client. These fundamental beliefs work extremely well for us and ensure that we never steer off course, whether it’s for a client or for our own business.
1. No two marketing teams are alike, because no two marketing challenges are the same.
When you hire a SEO firm, you typically get a generic packaging of services that is standard across all clients, despite your company’s unique marketing needs. If the SEO service they deliver misses the mark, it is often a result of a “blanket service” that is not customized to that specific company.
Unfortunately, many marketing agencies are guilty of using the same “blanket approach” to service delivery. At Leadit, we’ve found that the key to happy clients starts with ensuring that we pinpoint and understand their unique marketing challenges. From there, we carefully assemble a team that specializes in the areas that the client needs. Does this thoughtful process take more time? Sometimes. Does it allow us to better serve our clients, and ultimately increase their marketing success rate? Always.
A startup company in the technology industry will need experts with skills like growth hacking and finding the right marketing technology stack. An older, established technology company with a rooted brand and value proposition may need experts in account based marketing, upselling, cross selling and customer marketing. The marketing challenges these two companies face are virtually opposite, meaning that the marketing strategies will also look very different. The talent and technology mix we provide is unique to each client. It is custom-suited with a strategy that will best serve the particular business goals, the target audience, and the type of product or service being sold.
2. Do what you do best—and leave the rest.
Traditional marketing agencies try to be all things to all people. This syndrome doesn’t just affect marketers—it can happen to anyone in a service industry if they’re not careful in nurturing the right mix of clients that benefit most from the agency’s area of expertise. Therefore, it’s a common agency issue to end up being a jack of all trades, and a master of none.
This is why we have turned away new business at times. When we recognize someone needs a type of marketing service that doesn’t play to our strengths, we won’t pretend it does. We’ve built a team of specialists in our core area of focus—demand generation. We don’t believe in using clients as a training ground for staff development. Our strengths are very strong, but we also recognize there are holes in our skill-set. We take on clients and projects that give us opportunities to do our best work, so that we can guarantee quality work and establish trust with our clients.
3. Stay laser-focused on your target buyer.
Whenever you update or create a new marketing plan, there is one essential thing that requires a critical eye and some deep exploration—getting inside the mind of your buyer. B2B purchasing decisions tend to be of greater magnitude, involve long-term commitments and often times require multiple levels of decision makers. We are thorough in uncovering buyer trends and pain points to truly understand all the pressures and influences that affect the buyer’s purchasing process in a particular industry. We call this the foundation to our marketing strategy, and once it’s developed this becomes the foundation for everything we do.
4. No one-size-fits-all approaches here!
At Leadit, there is not a one-size-fits-all approach to strategy creation or campaign development. We simply don’t believe in it because we find that it doesn’t work. Every product or service fills a certain niche and reaches a specific target audience to address a specific pain. Therefore, our plans must be targeted and nimble in responding to the changing market conditions, the competitive landscape, and the influence of other external forces.
5. We build programs that drive demand.
As longtime followers of the SiriusDecisions Demand Waterfall, we’re intentional and thorough about how we approach the problem of creating market demand for our clients. For example, we would analyze your market in terms of Demand Units, or buying groups that have certain needs and a shared challenge that fall within your target market. Demand might be based on different lines of business, geographies, job functions or roles in the purchase process. Generating demand is a science, and we’re serious about how we apply that science to the programs and campaigns we execute.
6. We specialize because our clients need specialists.
Our specialty is building and executing demand generation strategies for B2B technology and professional services companies. These industries both have unique demands and challenges. We’ve spent the last 25 years understanding and developing services around these industries; strategizing solutions for their challenges is what we do best.
The tech industry tends to be early adopters of new marketing tools and trends so we must always be at the forefront of that. For example, we’ve been applying new approaches to account based marketing (ABM) for the last 5 years, while it’s still a relatively new concept for many other industries.
An added complexity with tech companies is that they require marketing to humanize the brand. B2B tech is complex, and most prospects don’t speak the common “tech” language our clients love to speak. We challenge and advise our clients to approach their marketing and messaging with an external point of view based on real pains, not fancy tech features.
On the other side, B2B professional services companies build business on relationships and partnerships. It requires niche services with differentiated value propositions and focused target markets.
Living and breathing these nuances is where our services and expertise shine; we’ve spent the years building knowledge, understanding, expertise and skill to meet our clients’ unique business goals.
7. An agency should provide end-to-end services that can scale and grow as your needs scale.
Our team here at Leadit has the full capacity to design and execute a client’s marketing plan from launch through execution, testing your campaigns and adjusting strategies if and when circumstances change. We have built our partner community over the last 15 years recruiting specialists, such as SEO experts and web developers, to address the gaps in our own team. This allows us to round out our marketing services so we can grow and expand as your needs evolve.
8. We are problem solvers first.
As demand generation strategists, we pride ourselves in thinking big and solving the tough problems. We’ve designed some pretty unique campaigns over the last decade to address very unique buying patterns.
When we need to bring in our outside team, we have experts in everything that supports a client’s larger demand generation needs. Our clients are guaranteed the experts they need to keep the team integrated and working together, so you don’t have to worry about the challenge of multiple agency silos.
We are a different kind of marketing agency.
When it comes to your marketing strategy and scaling your business, you shouldn’t have to settle for “good enough.” Yet, that’s what most marketing agencies ask you to do. You pay premium prices for junior resources—and suffer from the results.
But what if every demand generation strategy and campaign was built and managed by the very best? From idea to execution, what if you had on-demand access to the top experts in every discipline?
That’s Leadit Marketing. We’re an on-demand dream team of seasoned B2B marketers, with hundreds of years in combined high-tech and professional service experience. We build the right team, with the right expertise for every engagement—so you get the best marketing ideas, quickly and effectively executed.
Contact us when you’re ready for an integrated team to help you grow.
Shannon Prager is recognized B2B marketing strategist and the President of Leadit Marketing. She is responsible for the daily operations and management of Leadit Marketing as well as the long term vision for the company.
A marketing leader with over 19 years of B2B demand generation and marketing experience, she understands the importance of a fully developed integrated marketing strategy. Shannon’s background includes demand generation, marketing automation, social media, digital marketing, customer marketing, account based marketing and marketing operations. You can follow her on LinkedIn via https://www.linkedin.com/in/shannonprager or Twitter @ https://twitter.com/LeaditMarketing
Sign up for our weekly blog for the latest tips and trends in B2B marketing.