Rotimi Ogunwede is the Chief Marketing Officer, Global Head of Strategy & Expansion for Patricia Technologies, where he is leading and driving strategic and innovative marketing & sales activities through partnerships and initiatives. Before joining Patricia, he was the Marketing Manager at MAX.NG; a ride-hailing transport service providing solutions across Africa. He was also a Media Manager at Cheil Communications, a subsidiary of the Samsung Electronics group, where he was responsible for all media and marketing activities of the Samsung brand with budgets over$10mn annually.
With over a decade’s experience across different brands like Diageo, Guinness, Promasidor, Standard Chartered bank, UAC, Suntory, Toti Prima Lotto, Stanbic IBTC and other notable brands, Rotimi provides the following 10-point strategy for expanding B2B marketing:
Scaling B2B Marketing
By Rotimi Ogunwede
Set explicit goals: Develop a marketing strategy that supports your company’s objectives. Create key performance indicators (KPIs) to measure success and development.
Focus on lead generation: You can target your ideal consumers by focusing your efforts on constant lead creation. To do this, use email marketing, content marketing, and social media advertising.
Use technology: You may increase productivity and simplify your operations with marketing automation technologies. Automation is excellent & optimal for email marketing, lead scoring, and analytics.
Personalise your marketing: Using data and insights, tailor your marketing messages and campaigns to fit the individual needs of each consumer.
Segment your audience as follows: Split your target audience into categories and develop marketing tactics to meet the needs and features of each group.
Improve your website: To create more leads and boost conversion rates, make your website search engine and user experience friendly.
Put a priority on the customer experience: Provide a good customer experience that keeps customers returning and referring others. Employ individualised customer service, loyalty programmes, and feedback questionnaires.
Leverage account-based marketing (ABM): ABM stands for account-based marketing. Develop tailored campaigns for specific accounts or groups to increase lead generation and conversion rates.
Monitor and evaluate performance: Monitor and analyse campaign performance regularly to make informed decisions. A/B testing may help you enhance your marketing by testing different tactics and methodologies.
Invest in your team: Hire and train a skilled marketing team capable of executing your strategy and generating results. To keep your personnel up to date on the latest trends and best practices, provide ongoing training and professional development opportunities.
Focus on lead generation, personalisation, customer experience, and technology and data insights to increase your B2B marketing and support business growth. Scaling B2B marketing requires a well-planned approach tailored to your company’s goals and objectives.
