How does Ian Lurie approach internet marketing strategies for B2B (business-to-business) companies?


May 31, 2023



Introduction to Ian Lurie’s Approach

Ian Lurie is a renowned digital marketing specialist and the founder of Portent, a full-service internet marketing company that provides services to a wide range of businesses, including B2B. Lurie has been in the industry for over 20 years and has helped numerous organizations achieve their marketing goals. His approach to B2B marketing is anchored on data-driven insights, customer-centricity, and a deep understanding of the business’s unique value proposition.

Researching the B2B Market

The first step in Ian Lurie’s approach to B2B marketing is researching the market to understand the industry, competitive landscape, and customer needs. He uses various tools, including Google Analytics, SEMrush, and Moz, to analyze the market and identify opportunities for growth. Lurie also conducts surveys, interviews, and focus groups to gather insights from customers and other stakeholders.

Defining the Target Audience

After researching the market, Lurie defines the target audience for the B2B company’s products or services. He segments the audience based on various factors, including demographics, geographic location, purchasing behavior, and psychographics. Lurie then creates buyer personas that represent the different segments, providing a deep understanding of their needs, pain points, and decision-making processes.

Developing a Message that Resonates

Once the target audience is defined, Lurie develops a message that resonates with them. He focuses on how the company’s products or services solve the target audience’s pain points and communicates the value proposition clearly. Lurie also ensures that the message is consistent across all marketing channels and aligns with the overall brand messaging.

Channel Selection for Maximum Impact

Lurie selects the most effective channels to reach the target audience and achieve the marketing goals. He leverages various channels, including search engine optimization (SEO), pay-per-click (PPC) advertising, social media, email marketing, and content marketing. He uses data to determine which channels are most effective and allocates resources accordingly.

Content Creation and Distribution

Lurie creates high-quality, engaging content that resonates with the target audience and communicates the company’s value proposition. He uses various formats, including blog posts, videos, infographics, and whitepapers, to distribute the content across different channels. Lurie also ensures that the content is optimized for search engines and resonates with the target audience’s needs.

Measuring Success and Refining Strategies

Lurie regularly measures the success of the marketing campaigns and refines the strategies based on data insights. He uses various metrics, including website traffic, engagement rates, conversion rates, and return on investment (ROI), to evaluate the campaigns’ effectiveness. Lurie also conducts A/B testing and experiments to identify the most effective strategies.

Conclusion: Ian Lurie’s Key Takeaways

Ian Lurie’s approach to B2B marketing is anchored on data-driven insights, customer-centricity, and a deep understanding of the business’s unique value proposition. He emphasizes the importance of researching the market, defining the target audience, developing a message that resonates, selecting the most effective channels, creating engaging content, measuring success, and refining strategies. By following these principles, B2B companies can achieve their marketing goals and grow their businesses.

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