These days, you need more than just a few slices of snappy marketing content to get people to buy into your brand. Individuals, especially in key decision making roles within large businesses, are inundated with constant messaging from dozens of brands every day. To stand out, you need to make a strong, lasting impression quickly, and one of the most effective ways of doing so is through social proof.

Marketing campaigns can be used to accomplish a countless number of goals.

While many B2B companies choose to focus on high-impact, measurable goals like generating leads and sales, it’s important to remember that these actions are often the result of weeks, if not months of research and deliberation on the customer’s part (AKA the buyer’s journey).

When reaching out to target prospects in new markets, a well-structured advertising strategy can help reach people you may not have previously engaged with. There is no faster way to build a new database of prospects, engage with leading decision makers in your target markets, and start filling your pipeline in the short term than through paid advertising. 

Now is an ideal time to consider targeting new markets through which you can grow your business and access new opportunities, but before selling yourself to new types of customers, you need to ensure you’re well positioned to meet the needs and challenges of your identified prospects.

We're excited to announce that Overskies has been accepted into the Forbes Agency Council, an invitation-only community for owners of and executives in successful public relations, media strategy, creative, and advertising agencies.

We were vetted and selected by a review committee based on the depth and diversity of our experience. Criteria for acceptance include a track record of successfully impacting business growth metrics, as well as personal and professional achievements and honors.

Expanding your customer base takes more than just wishful thinking. You need an actual strategy to investigate exactly who you want to go after and how to do it. With ample new opportunity becoming available following a year of major upheaval, how do you identify the new and profitable customers that will help your business grow the most? 

In the B2B demand generation and ABM space, it’s no secret that brands need to bring a level of personalization into their marketing efforts. This can range from 1:industry to 1:few, all the way down to the ideal of 1:1 account level.

Note, this all might depend on how ambitious your new business goals are and how fruitful you were in prospecting new industries and accounts. However, if you are in the early stages of going after new clients or testing approaches, you might not be working with a huge prospect list. This affords you the ability to start small with 10, 25, or 50 accounts using a 1:1 personalized approach and then scale up from there.

We run through content and advertising touchpoints below, but first, let’s cover why personalization is crucial.

What if I were to tell you that there's a way for B2B advertisers to reach their target audiences in a way that has not always been possible – on TV?

The canceling or postponement of in-person events like conferences and trade shows left a huge dent in many companies' sales numbers in 2020. And it may continue to do so even as things open back up in the coming year, since it's likely these events will see diminished attendance for the foreseeable future.