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If you run marketing for an SMB B2B company, you already know that not every channel is right for your business and that most of them aren't worth your time or money. When you have a small team and limited resources, making the wrong choices isn't just a waste of time; it's also a waste of money. So how do you find the few marketing channels that really help your brand?
You zoom in. You pay attention to strategy. You also think in terms of test-measure-refine.
We wrote this post to show you five high-leverage strategies that will help you find the 2–3 outlets that will really help you reach your goals, connect with your audience, and get things done. This isn't about doing more work. It's about doing what counts.
Small marketing teams can't afford to try a lot of different things. You can't be everywhere, and to be honest, you shouldn't be. Instead, you should carefully look at your options and focus on what works.
What do you do first?
It's not so much about following trends as it is about making sure your work matches what buyers want.
Now that you've made those shortlists, it's time to see what's already working by looking at data.
You can't be sure without data. And making guesses costs money.
We see small teams too often relying on their "gut feel" or copying what other companies do. But the truth is that each business has its own audience, inbound funnel, and sales cycle. Only data can help you find the right channels.
Start by checking your web and CRM data. What sources are bringing in good traffic and leads?
Don't just look at vanity metrics. Don't just look at clicks and impressions; look at cost-per-lead, lead-to-close rates, and quality indicators. Divide by channel.
Look at how well each platform, like LinkedIn, Google Search, email, and partner referrals, is doing.
Don't think of your data as one big pool. Use a simple attribution model to link campaign activity to the creation of a pipeline. It doesn't have to be fancy; it just has to be the same.
When you use your data the right way, it really makes things clear. All of a sudden, those 2–3 channels that do well start to stand out.
You're overworking your team and not getting the most out of your message if you're making new content every week. Repackaging content for lateral distribution is one of the quickest ways to boost marketing ROI. Your content should spread like a drop of ink in water.
You held a 30-minute webinar, for example. Make that into:
You don't need any more content. You need to be smarter about how you distribute. Repurposing lets you use your work on all of your best-performing platforms, which you should be able to figure out by now with the help of your data.
And the best part is that repurposed content usually does better. It is true. Your audience sees it more than once, in different formats, which makes them more comfortable and trusting.
Let’s be real, manual tasks eat up your time and drain your energy fast. AI isn't just a cool extra for small teams; it's what makes them more productive.
We have seen small businesses get ahead by using AI to take care of boring, low-value tasks so they can focus on strategy and creativity.
Automation will help the most in these areas:
AI takes care of the boring tasks and gives you real-time data, so you have more time to analyze insights, improve campaigns, and build stronger relationships with clients. That's where B2B growth happens.
You don't need a big tech stack or a big team to do ABM. If you do it right, it's your most accurate and profitable plan. You need to focus if your business sells services that are worth a lot of money and take a long time to sell. And ABM is the best way to focus. Begin with small steps. Use LinkedIn and email to start conversations with 10 to 20 dream accounts that are likely to lead to business. Choose and customize the content you give out.
This is what that might look like for small groups:
This isn't marketing where you spray and pray. It's marketing like a sniper. And it works, no matter how big your team is, when you add accurate targeting data and customer content to it.
In B2B today, here's an underappreciated fact: people believe it more when someone else says it.
DTC brands aren't the only ones who can use influencer marketing anymore. People who work for companies, peers, and industry leaders are becoming more trusted than the companies themselves when it comes to B2B advice. Advocacy builds trust quickly, whether it's your CEO posting thought leadership or your account manager sharing success stories.
How to turn it on:
You don't need ten ways to market. You need two or three that work really well.
When you get serious about data, organize your message so it can be reused, use the right tools, and focus on connecting with the right people, growth stops being a guessing game.
You're finally putting effort into what matters. And believe me, your pipeline will show it. Catch our podcast on Spotify and YouTube.
