Why Next Year Is the Perfect Time to Shake Things Up
You know the drill. December rolls around, and suddenly everyone’s talking “strategy.” Maybe your B2B marketing plan has worked okay-ish, or maybe every email campaign feels like shouting into the wind. Either way, if lead flow is stalling or sales are just so-so, next year’s the perfect excuse to try something fresher, bolder—and way more human.
Start With the Basics—But Rethink Them
First, go back to the roots. Who are you talking to, really? I mean the actual people, with budgets, headaches, lunch breaks, and inboxes stuffed to the brim. It’s easy to forget these aren’t just “decision-makers,” but real folks looking for solutions that make their life or job smoother. Get a little obsessive about listening—ask current customers what’s getting in their way, what they read, where they hang out online. Patterns will pop up that you can use next time you create, write, or share anything.
Content That Isn’t Snooze-Worthy
No one wants another PDF that reads like an old textbook. The most memorable B2B brands in my inbox are the ones who sound like… well, themselves. Think short videos showing your process, behind-the-scenes peeks, or quick, punchy LinkedIn posts that ask questions or share a tiny win. Give your audience something that actually solves a problem—how-to guides, relevant case studies, or even your team’s “oops” moments (as long as you fixed them!).
The Manufacturing Twist: Speak Their Language
If you serve, say, the manufacturing world, no one’s impressed by recycled jargon. Your manufacturing marketing should get specific: numbers, machinery, even industry jokes—whatever resonates. Tap subject-matter experts on your team. That shop manager with the dry humor? Get him on video explaining why your product just saved two hours a shift. It’ll ring way truer than generic ads ever could.
Lean on Data, But Don’t Be Ruled by It
Analytics are your friend, but they shouldn’t be your overlord. Set up dashboards that actually make sense for your goals. Track the stuff that matters—how many demos are booked, real human email replies, deals won (not just clicks or impressions). If something isn’t moving the needle, tweak it fast. Don’t be afraid to toss tired tactics.
Mix Old and New School
Direct mail isn’t dead. Handwritten notes after virtual meetings or even a coffee gift card can stand out like a beacon in a crowded digital world. Host micro-events for your top accounts or roundtables with clients who actually do the work. Have fun with it! I once got a branded tape measure from a parts supplier—silly, but it’s still on my desk five years later.
Try Something New, But Not Everything
Don’t spread yourself too thin. Pick two or three experiments—like a podcast series, a LinkedIn group, or partnering with an industry influencer. Give each a real shot before hopping on the next trend (it’s easy to get shiny object syndrome this time of year).
Wrap Up With Guts and Grit
If your pitch, posts, or videos are making you yawn, your buyers will bail. Try, tinker, and ask for direct feedback. With a little nerve and creativity, you’ll find your brand’s real voice—and next year, your B2B marketing might finally stand out for all the right reasons.
