If you’re running a B2B company and wondering why your marketing efforts aren’t delivering results, you’re not alone. From attracting the right talent to converting high-value clients, B2B companies face unique challenges that generic marketing agencies just don’t understand. That’s where CMDS, a top-rated B2B marketing agency with over 20 years of experience, comes in.
CMDS CEO Chris Mulvaney and COO Joe Giamanco discussed the most effective strategies and what the challenges B2B companies are facing now—and how the right strategy from a B2B marketing agency can solve them.
Why B2B Companies Fail to Acquire Talent and Clients
From lead generation to specialized staff shortages, B2B companies typically face issues that most marketing agencies simply don’t understand. In Giamanco’s view, it’s getting harder to find skilled professionals—one that impacts operations all the way down to customer service.
On the purchasing side, proven B2C strategies do not apply to B2B. B2B service businesses have longer sales cycles, higher investments, and complex buying processes. That’s where a B2B marketing agency like CMDS comes in handy—offering strategies that align with industry events, thought leadership, and content that fosters trust.
Referrals and LinkedIn in B2B Marketing
Referral marketing continues to be one of the most powerful growth drivers for B2B companies. CMDS has seen firsthand how introductions based on trust lead to high-quality leads and faster conversions.
At the same time, LinkedIn remains the go-to network for business contact. Through consistent posting of thought leadership content, company news, and case studies, CMDS sets its clients up as industry experts—driving organic growth.
The Role of Social Media for B2B Marketing Companies
Among the most prevalent myths is that social media is just for B2C brands. Far from it.
CMDS has helped build active followings on social media marketing involving B2B companies. While LinkedIn remains the go-to option for professionals, Instagram offers a chance for companies to open up their brand personality, culture, and knowledge in an informal, interactive way.
Key social media takeaways:
- Be authentic: Share real solutions, behind-the-scenes, and team highlights.
- Know your audience: Write where your decision-makers congregate.
- Don’t forget in-person networking: Your online strategy should mirror your offline strategy.
Why B2B Companies Must Market During Uncertainty
Mulvaney stresses that cutting one’s marketing budget in the midst of economic hardship is a blunder. “The companies that increase their marketing while everyone else is trimming their budgets are the ones that come out on top,” he continues.
CMDS prompts clients to consider marketing an investment, not an expense. Brands that remain top-of-mind when business is slow garner more mindshare and set themselves up for success when the economy turns around.
Why Consistent Marketing is Important
With less competition during slower economic periods, your brand will get more visibility and control the conversation. Brand awareness takes time and consistency in content creation, advertising, and networking will place your brand top of mind when decision-makers are ready to buy. Marketing is an investment in long-term growth, and businesses should invest 8-10% of gross revenue in marketing.
The Power of a Full-Funnel Approach with a B2B Marketing Agency
A full-funnel strategy ensures marketing activities grow potential customers from the earliest exposure to final conversion. CMDS leverages social media, SEO, and content marketing to achieve strong brand recall and longevity.
Initial Components of a B2B Marketing Strategy:
- SEO-dependent content marketing: CMDS refines and recopies blog pieces every week in order to optimize them to appear on search rankings for the respective keywords and establish organic traffic.
- Intentional paid advertising: Geofencing and LinkedIn advertising for industry-specific events like 3PL conferences target the correct audience.
- Content of emails and leadership copywriting: Newsletters, whitepapers, and gated video content engage and grab quality leads.
What’s Next?
As a forward-thinking B2B marketing agency, CMDS is moving forward with:
- Further investment in automation and AI to drive campaign efficacy
- Ongoing hyper-segmentation of clients for personalization
- Expanding into new verticals, riding on CMDS’s expertise in pharma, 3PL, and professional services
Take Your B2B Marketing Strategy to the Next Level
At CMDS, we believe in data-driven marketing strategies that prioritize long-term success. Whether you’re struggling with client acquisition, social media strategy, or brand building, our team is here to help.
Ready to elevate your marketing strategy? Visit cmdsonline.com to learn more!
Listen to The Arrow Podcast for more insights and life lessons that can challenge you to drive innovation and growth in your business.
Frequently Asked Questions (FAQs)
What should I look for in a B2B digital marketing agency?
Look for an agency that understands complex buying cycles, high-value services, and industry-specific challenges. CMDS specializes in B2B marketing across verticals like pharma, 3PL, and professional services. We create custom strategies based on your goals—not generic playbooks.
Can CMDS help me build my brand authority?
Yes. We help clients become thought leaders through:
- LinkedIn content strategy
- Podcast promotion and interview visibility
- Consistent blogs, newsletters, and leadership messaging
Our team turns your industry expertise into shareable, searchable, AI-friendly content.
Does CMDS offer AI-powered marketing solutions?
Yes. We’re actively investing in AI automation, predictive analytics, and generative content strategies. From intelligent audience segmentation to content refreshes and AI-assisted ad targeting, CMDS uses tech to improve efficiency and performance.
How do I get started with CMDS?
Visit cmdsonline.com and fill out the contact form to schedule a discovery call. Whether you need help with brand awareness or full-scale digital transformation, CMDS is ready to help you grow with confidence.