Long-Term vs. Short-Term Strategies in B2B Marketing

Audience marketing is essentially the practice of building an audience of prospective buyers for your product or service that you inform and educate until such time as they’re ready to buy.  Sounds pretty intuitive, right? It is. But it’s often a tremendous challenge to pull off successfully.  Most marketers work in an environment where it’s difficult to play the long game of audience building because leadership wants revenue now. So while audience building can generate significant returns over time, what’s a marketer under pressure to deliver now to do?   On this episode of the B2B Nation podcast, I’m talking to Bolaji Oyedije, a marketer with 20 years of experience in the B2B sector, about how marketers can combine short-term and long-term activities to meet their immediate needs for leads, opportunities, and pipeline, and revenue. We also discuss how to have the “long-term vs. short-term” conversations with leadership, how to earn the trust of today’s audiences, and Bolaji’s favorite tool. Episode Guide 2:56: What, exactly, is audience marketing? 4:10: Audience marketing takes time many marketers don’t have 8:48: The danger of too much focus on short-term opportunities. 12:10: Goodbye BANT, hello FAINT 14:07: Can you convince someone who isn’t in market to become in market? 18:38: “I want content professionals to make content like a comedian...” 21:00: How does Bolaji recommend marketers have the long-term vs. short-term conversation with leadership? 29:32: What is Bolaji’s favorite tool?