Digital Harmony: The Secret Power of Consistency in B2B Marketing
By Lane Ellis
What is consistency’s secret power in the 2023 world of B2B marketing, and why aren’t more marketers taking advantage of it?
It’s well established that consistency is a key component in the world’s most successful B2B marketing efforts.
The Cannes Lions International Festival of Creativity — in existence since the 1950s and beginning last year the home of the Cannes Creative B2B Lions awards — highlights consistency as a vital ingredient in the most creative marketing.
“The rudiments of the most effective creative work have not changed – topicality, building intrigue, and consistency and commitment to a universally appealing brand platform, are proven qualities of the most impactful work,” the organization noted in its most recent event wrap-up.
Consistency is especially important during uncertain times, when we tend to seek out the surety and comfort of the tried and true.
“Brand is purpose and the purpose is the brand,” Michael Park, chief marketing officer at ServiceNow recently observed during LinkedIn’s* inaugural B2B Summit event, B2Believe.
“Without consistency, you produce a thousand points of dim light. The recession is a known pattern; we’ve seen this before. Use the macro crisis as an opportunity; have the courage to align to a new vision; we own the narrative and can address concerns with a positive tone,” Park added.
TopRank Marketing was at B2Believe, where our CEO Lee Odden shared insight from LinkedIn vice president of marketing Jim Habig, on the challenges uncertain times present and more, in “LinkedIn #B2Believe and The Playbook for Promise Making in B2B Marketing with Jim Habig.”
The secret power of consistency, however, comes when it is used with the right combination of other marketing qualities to form a unique state of digital harmony.
Let’s jump in and find out four of the top ways to incorporate consistency into your B2B marketing efforts and built a more harmonious strategy.
[bctt tweet=”“Without consistency, you produce a thousand points of dim light.” — Michael Park CMO at @ServiceNow” username=”toprank”]
1 — Increase Consistency With Your B2B Marketing Tool-Belt
B2B marketers in 2023 have a wealth of tools at our disposal — AI and otherwise — that can sometimes prove overwhelming, however finding the ones that perform the best for your particular way of working and adding them to your tool-belt can take your marketing efforts to new levels.
Using the right tools not only makes life easier for B2B marketers and helps them create better client outcomes, but can also help marketers create consistency through efficiency – especially when certain tasks can be automated using the ideal tool for a particular task.
Some see consistency as one of the most vital elements in 2023 B2B marketing efforts.
“Consistency is more important than genius,” Mark Schaefer, B2b marketing author and speaker, recently observed.
“To become a habit with your audience, you have to show up on time,” …read more
Source:: Top Rank Blog
