Podcast
Episode 45: Unlocking Digital Strategies to Scale Small to Mid-Size B2B
Featuring
Kyle Mollison, VividFrontAshtyn Morris, VividFront
In this Mini Moves, we sat down with Kyle Mollison, the Director of B2B Marketing at VividFront, to explore how small and mid-sized B2B brands can create scalable digital go-to-market strategies. Drawing from his extensive background in industrial B2B advertising, the conversation compares digital/inbound strategies with sales-led approaches and emphasizes how SMBs can leverage digital experiences to build customer trust. Tune in to learn how to map out your customer’s journey and craft a strategy that resonates in today's digital-first world.
Prefer to read instead of listen? Here's what we discussed:
Scaling SMBs (small and mid-sized businesses) requires a well-structured digital go-to-market strategy. In the latest episode of Mini Moves, Ashtyn Morris, Senior Account Executive at VividFront, and Kyle Mollison, Director of B2B Marketing, discuss the essential steps for SMB B2B brands to build a successful digital strategy. As SMBs look to grow beyond the initial phase, understanding and implementing strategic marketing and sales processes is crucial.In this post, we’ll elaborate on the insights shared in the podcast, discuss how these strategies can impact your business, and provide actionable tips for scaling your SMB effectively.
The Importance of CRM Systems
CRM systems are the backbone of any effective go-to-market strategy. They serve as the nexus of sales and marketing operations, housing all crucial data and activities. According to Kyle, building standardized processes into the CRM system institutionalizes these practices, ensuring that everyone in the organization is on the same page. This alignment is crucial for scaling business operations and improving operational efficiency.
Sales-Led vs. Marketing-Led Go-To-Market Strategies
Kyle contrasts sales-led and marketing-led go-to-market strategies, highlighting the benefits and challenges of each approach. Sales-led strategies, which involve outbound prospecting and cold outreach, are particularly effective for hyper-niche markets. However, marketing-led strategies, which focus on inbound marketing and digital presence, can significantly enhance customer engagement and trust.For SMBs, it's essential to create a digitally native experience that allows customers to interact with the brand meaningfully. This could involve developing interactive web tools or offering more than just a basic contact form on the website. Providing valuable information and a seamless user experience can build trust and make the brand more appealing to potential customers.
Actionable Tips for SMBs
Conclusion
Scaling SMBs requires a careful blend of strategic planning, effective use of CRM systems, and creating a digitally native experience. By mapping out the customer journey and implementing standardized processes, SMBs can move beyond the initial stages of growth and achieve significant business expansion. For more insights, tune into the full episode of Mini Moves or connect with Kyle Mollison on LinkedIn.