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Mastering B2B Engagement: Strategies to Land in Inboxes 2-3x Weekly

Mastering B2B Engagement: Strategies to Land in Inboxes 2-3x Weekly

+ The Movement Mindset + A Rant About Customer Success

Vivek Nanda
October 14, 2023

As the world grapples with economic challenges, revenue teams are under pressure to accomplish more with less. The budget for new hires, advertising campaigns, and tools is not as abundant as we would like.

I want to shed light on a crucial theme resonating across the B2B landscape in these challenging times: the paramount importance of Net Revenue Retention (NRR).

Customer success is often pigeonholed as the sole responsibility of Customer Success teams.

There are numerous posts on LinkedIn that prove this, highlighting the importance of Customer Success teams. It is important to emphasize, however, that Customer Success transcends departments.

The onus of ensuring customer success lies upon the shoulders of everyone within your organization—sales, marketing, product development, and, yes, customer success teams.

Together, they form a unified front with a singular goal.

NRR, or Net Revenue Retention, may be viewed as a lagging indicator, but it is, in essence, a product of your company's Go-To-Market strategy.

The ability to achieve success in NRR is not solely contingent on the Customer Success team. It's a collaborative effort, a symphony of harmony among various departments.

Customer success begins with the very first touchpoint between your customer and your brand. It's cultivated in the sales pitch, reinforced in marketing campaigns, and solidified in the product's ability to meet and exceed expectations.

It's not a department; it's a mindset woven into the fabric of your organization.

So, keep in mind that NRR is a reflection of the entire company's effort to deliver value, not just the Customer Success team.

During these challenging economic times, success is not the destination, but the journey you embark on together fueled by your commitment to exceeding customer expectations.

Mastering B2B Engagement: Strategies to Land in Inboxes 2-3x Weekly

Gone are the days of sending generic product updates via weekly newsletters. B2B companies who are still doing this are going to be left behind before they even realize the gap between them and the companies who have switched to media-first content strategy.

Why, you ask? Let me break it down for you!

Today, sending a weekly newsletter about your product is like bringing a knife to a laser gunfight. The era of endless self-promotion is over! Nobody wants to hear a B2B company boasting about their offerings week after week. 🙄

So, what's the solution, you wonder? It's simple—deliver so much value that your subscribers will be counting down the days until your next newsletter.

But in the B2B world, that's easier said than done. I mean, are you really going to bombard them with research studies three times a week? That's just plain nuts! 🤯

It's here that media content comes into play! 🦸‍♂️

Media adds that special sauce of authenticity and excitement to your content. The companies that master the art of creating value-packed episodic content are the ones leading the charge.

Imagine this: Your target audience eagerly waiting for each new episode, actively choosing to engage with your content. It's like having a devoted fan base for your business!

But how does media content make it all possible? 🤔

Well, when you produce episodic media content, you're essentially cooking up a feast with multiple ongoing series or content pieces. By delivering this media content through newsletters, you're opening the door to your target audience's inboxes more than once a week. 📩

By consistently delivering valuable content framed as an exciting series, you give your audience a compelling reason to engage with you. Think of it like getting a notification from Netflix that a new episode of your favorite series just dropped. 🍿

The goal is to maximize your newsletter's potential by becoming a trusted source of content that your audience can't resist.

The Movement Mindset

B2B marketing is no longer just about selling products; it's about creating a movement, a force that resonates with your audience, and builds a loyal following. To put it simply, it's about having a point of view (POV) that transcends mere marketing and connects with people in a deeper way.

Remember this famous quote: "Movements are more powerful than marketing."

Your strategic narrative, your POV, is your rallying cry. It's what sets you apart, not just as a solution provider, but as a thought leader.

Under it, your customers and partners gather, it guides your way through the sea of competition. It is important that your narrative be compelling, clear, and closely aligned with your vision. It should be something that everyone can support, believe in, and get behind.

But, why is this shift from marketing to movement so crucial?

Movements ignite passion. Inspire change, spark conversation, and build communities. It's not about persuading people to buy; it's about inspiring them to join. It should be a catalyst for action, a call to arms that resonates with your audience on a personal level.

Apple, Tesla, and Airbnb are all examples of companies like these. They aren't just selling products; they are promoting a lifestyle. They have harnessed the power of movement marketing. Their brand identity is shaped by their stories, values, and vision.

There is no shortage of noise in today's world. You need more than marketing to cut through it; you need a movement. Remember: it's not just about capturing your audience; it's about creating a tribe of believers.

Your strategic narrative is your compass, guiding you. Don't just build a brand, build a movement.

On a personal note, I’m on a mission to help you all transform your marketing from lead generation to demand creation by putting the focus on audience building.

When I shared last week’s newsletter post on LinkedIn, I received a lot of responses from many people. Heartening to see this movement in B2B marketing is picking up steam. Here is a message that I received from someone -