Roger Wigington: Steady As She Goes: Why Consistency Builds Better Long-Term B2B Marketing

Woman ship captain piloting stormy B2B marketing waters image.

How can B2B marketers build better and more sustainable long-term marketing efforts? 88 percent of global marketers said that achieving brand consistency was crucial, in dentsu international’s recent whitepaper survey, “2021: The year of Brand Consistency, Efficiency and Agility.” Consistency is an element that’s sometimes overlooked in B2B marketing, however, so we wanted to explore some of the ways that top marketers are incorporating consistency into their efforts. Let’s get started and dig in with five ways that consistency creates better long-term B2B marketing.

Consistency Case #1 — Content Creation Persistence

For digital futurist and keynote speaker Brian Fanzo, consistency is everything when it comes to successful content creation. “Consistency. Consistency. Consistency. When it comes to content creation and growing within the #CreatorEconomy, consistency is everything,” Fanzo recently noted. Beyond content, Fanzo sees consistency as key in many important areas of our professional lives, and one that can also be a personal challenge. “Consistency is the key to almost every aspect of marketing and entrepreneurship. Consistency is also a massive struggle for those of us with #ADHD,” he shared. “Surround yourself [with people] who are good at being consistent and empower them by being transparent with your need to be nudged,” Fanzo also suggested. [bctt tweet="“Consistency. Consistency. Consistency. When it comes to content creation and growing within the #CreatorEconomy, consistency is everything.” — Brian Fanzo @iSocialFanz" username="toprank"]

Consistency Case #2 — Get Data Strategies on Track

As with content, marketers must also ensure that the ever-growing amount of data we collect is both relevant and consistent. “The most common reason AI and ML fail in the marketing sector is that there’s little consistency to the data across all campaigns and strategies,” Louis Columbus, principal at Dassault Systèmes, recently observed in “Is poor data quality undermining your marketing AI?” Indeed, numerous surveys published over the past year indicate that a leading pain point for marketers is data inconsistency. 36 percent of B2B marketers say that having messy data is a top marketing performance measurement challenge, as we shared in the TopRank Marketing weekly B2B marketing news. [bctt tweet="“The most common reason AI and ML fail in the marketing sector is that there’s little consistency to the data across all campaigns and strategies.” — Louis Columbus @LouisColumbus" username="toprank"]

Consistency Case #3 — Messaging That’s on the Same Page

Sean Crowley, vice president of portfolio marketing at Dun & Bradstreet, recognizes the importance of delivering consistency in messaging no matter which digital channel is being used. “When you look at being able to bring people together, it’s about creating a common message, a common purpose, and a common effort with everything that you do and how you go to market,” Crowley told us. “Ensure that you have consistency of messaging to a target persona and target audience, regardless of what channel they’re choosing to interact with you on,” Crowley added. Explore more with Sean in our full video interview, “Break Free B2B Marketing: Sean Crowley of Dun & Bradstreet on Cracking the Alignment Code.” [bctt tweet="“Ensure that you have consistency of messaging to a target persona and target audience, regardless of what channel they’re choosing to interact with you on.” — Sean Crowley @seantcrowley" username="toprank"]

Consistency Case #4 — Solid Conversion Methodology

For Sky Cassidy, CEO of MountainTop Data, creating repeatable efforts is a key element over time — and one that certain marketers struggle to maintain. “Some marketers have these flashes of brilliance but they’re not consistent with it, they don’t have a patented, repeatable methodology,” Cassidy noted. “Consistency wins,” he explained recently for MarTech Series. [bctt tweet="“Some marketers have these flashes of brilliance but they’re not consistent with it, they don’t have a patented, repeatable methodology. Consistency wins.” — Sky Cassidy @mountaintopdata" username="toprank"]

Consistency Case #5 — Well-Aligned SEO Signals

Aleyda Solis, international SEO consultant and the founder of Orainti, sees consistency as a strength that even smaller brands can use to drive search strategy. “Despite how competitive some sectors are, there’s still a place for new players that execute fast and consistently a well-aligned SEO strategy,” Solis noted. “The small fast and consistent player will end up eating the big slow and inconsistent one in the long run. The big brand advantage has limits,” Solis explained. When it comes to building a successful SEO strategy, consistency also plays an important part. “Identify potential cannibalization issues we might have with many different pages of the same type that could be mapped with the same queries, allowing us to consolidate/clean and better align our Web structure for a more consistent experience and better chances to rank, and give a better experience with our pages,” Solis recently urged, in her “The Keywords Mapping Cheatsheet For Different Types of Sites.” [bctt tweet="“The small fast and consistent player will end up eating the big slow and inconsistent one in the long run.” — Aleyda Solis @aleyda" username="toprank"]

Keep Steady On The High Seas of B2B Marketing

via GIPHY Keeping steady even in the high seas frequently encountered in B2B marketing is possible for marketers who implement the ideas and insights outlined here by Brian, Louis, Sean, Sky, and Aleyda. To learn more about how consistent and always-on efforts can help build successful B2B marketing campaigns, check out these additional resources we’ve published on the subject:

Consistent B2B marketing can take considerable time and effort, which is why many top brands choose to work with an award-winning digital marketing agency like TopRank Marketing. Contact us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

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