B2B marketing programs & campaigns

Plan, execute and measure with our expert advice

B2B Campaigns: old foundations & new executions

Modern marketing tools + proven strategic foundations

While much has changed about the way we do marketing, there are still important foundations that have remained the same. Macro’s philosophy is to keep sight of the key underlying principles of marketing when applying new tactics or technological executions.

It helps keep us grounded without restricting us to outdated methods. Core foundations that still apply to B2B marketing:

  • people buy from people they trust and like
  • prospects are nurtured into leads that are nurtured into customers
  • knowledge is half the battle

 

Our core B2B marketing services can be broken down into modern strategies that cater to one or more of these foundational ideas.

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Lead nurturing campaigns

Not everyone is ready to buy right away. Once you have a lead, there is much to do to:

  • Convert them into a customer and
  • Maximize the value of the relationship

Solid B2B campaigns also take into account that it’s important for people to like and trust you, and to optimize the knowledge associated with nurturing. Digitally, this translates to creating enjoyable experiences and strong data management.

Macro’s lead nurturing services can address and integrate across all areas of the prospect to customer funnel, including but not limited to:

  • Top of funnel: attracting and delighting potential customers through smart advertising, relevant email, etc.
  • Mid-funnel: educating and building trust with people who have signalled interest
  • Onboarding: ensuring new customers have no buyer’s regret and are excited to begin
  • Renewal: customer retention is much, much less expensive than acquisition!
  • Re-engagement: cold leads can be reinvigorated with the right strategy

 

For services related to the all important close (or bottom of funnel), see our ABM services.

 

Product marketing campaigns

Your products or services are the core of your business. In today’s fast-changing world, communication about them needs to stay dynamic and interesting.

  • Promote updates and new features
  • Develop cross sell and upsell opportunities
  • Engage with customers to generate feedback and brand advocacy
Email Capture magnet - B2B Marketing - macromator

Promote your cloud solutions

Cloud based solutions offer unique campaign strategies. Macro can help create integrated and automated systems that take advantage of the cloud’s highly digital nature. The ability to run strong, data driven campaigns can be easier to realize with many cloud-based services.

Partner marketing campaigns

Enable your channel. Whether you’re launching a partner marketing strategy from the ground up, or wanting to get more out of your existing channel, you’ve come to the right place. Help your partners and field reps with a variety of campaigns, content and strategies to accelerate revenue.

  • Reduce friction with your partners
  • Improve adoption of your campaigns
  • Increase closed-won ratios
Product Marketing Photopgrah - Macromator

Quality B2B content and experience

Websites, lead nurturing programs and all other kinds of campaigns rely on content and human experiences.

Content is a catch-all term for the “stuff” that we create in order to sell, attract, entertain, inform. It is typically used to describe digital assets, but it is not wrong to call a billboard ad “content.”

Experience is also a broad term, describing what goes on physically and mentally when someone interacts with your content. Digitally, we often use the term “user experience.”

Getting these two things right and ensuring high quality depends enormously on your target audience. Teenagers from China have vastly different tastes and seek different experiences than middle aged people from Canada!

Macro will help you optimize your B2B campaign content and experience, whether it’s an email campaign, a site redesign, webinars, newsletters, etc. We do this by tapping into the vast amounts of data available about your audience, both the hard numbers and the qualitative research. Our creative teams work with technologists to align what we find to your goals, needs and budget.Chio

Let’s build better B2B programs together

The human patterns for B2B marketing have not changed.

The technology and tactics we use to execute have changed and expanded massively, and they will continue to do so.

Macro’s approach is to stay grounded in the foundations while driving expertise in the new ways of executing. We are eager to share what we’ve learned and help your organization grow in these exciting new times.

Plan your marketing campaigns with a Macro advisor

Case Studies

How Macro Built a Global Concierge Team

The client sells customer experience and call center technology to medium and large businesses across several different industries. They wanted to generate more leads from their channels and needed to improve partner relationships relationships.

Macro helped the client by implementing of a Unified Channel Management platform over the course of two years for partners followed by the development of a global concierge team to strengthen Partner relationships. The results speak for themselves, with more than 80 partners engaged and 650+ Partner Registrations.

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Tech Stacks We Work With

Can’t see your stack? We might still be able to help. Contact us to find out more.

You Might Want to Also Learn About:

7 Ways to Improve Your B2B Campaigns

7 Ways to Improve Your B2B Campaigns

The modern B2B marketing landscape is filled with lackluster, disorganized campaigns that do little to engage current and future customers. In contrast, an effective well executed B2B campaign can do wonders for your business – but what sets a good B2B campaign apart from a bad one?

Pardot Checklist For Your Campaigns

Pardot Checklist For Your Campaigns

Review our handy checklist that will guide you through all the steps you need to launch your Salesforce Pardot campaign successfully following best practices and helping you avoid common pitfalls and mistakes.

Trusted by amazing marketing teams like yours.

Macro has been engaged with the redesigning of our Marketo/Salesforce integration this year. They were very creative in their approach to identify a solution and very consistent in their on-time delivery of the solution. We couldn’t have done it without the Macro team.

Rosalin Sales & Marketing Director

We love how Macro provides a one-stop-shop for marketing strategy, design and CRM work necessary to make all of our demand generation initiatives work. Thank you guys!

Robert CEO

It was great working with Dan and his team on marketing automation projects for our company. Dan helped us to set up and successfully migrate our entire B2B and B2C automated email programs along with our contact lists from Marketo to Act-On, and it’s been working flawless ever since. He was a brilliant trainer for everyone working with Marketo and Act-On!

Dasha Marketing Manager

The expertise provided by Macro team cannot be easily matched by other marketing consulting companies. We had disappointing experience using several big names in the industry until we finally found Dan Radu and his team. They were able to quickly start the engagement with us and always anticipated our needs many steps in advance. Most importantly, instead of simply providing fly by consulting they diligently documented all the processes and helped with training and the change management required.

Tom Demand Generation Director

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