Interview with Ximo Cortés, CEO of Connext

[sakibkhan22197]

Connext is about to turn ten years old, what do you remember about B2B Marketing in 2014?

Well, that was the prehistory. It was basically a logo redesign, a new product catalogue, a stand at the fair and those were the few options that companies had. There was no talk of results, getting business opportunities, aligning with Sales or anything like that.

Then came Inbound Marketing, which seemed to be the panacea. It was the way to take advantage of a change in user trends, who used Google and the Internet in general to search for information. Companies were faced with the opportunity to attract all those potential customers, turn them into contacts, and move them forward in the purchasing process and make that process tangible. Finally, alternatives to cold calling appeared.



And what has changed since then until today?

The most significant change is that other ways of doing Digital Marketing have emerged. Inbound Marketing was a pioneer. In 2010, 2014 or 2015 we did not have the amount of information that we have today. At that time, the company that produced content was already different.

Today, we have so much information that the challenge is to find what sets us apart elsewhere. It is no longer just a matter of creating content, but of ensuring its quality and differentiation.

In response, other methodologies related to outbound have appeared, such as ABM or Social Selling, which were barely talked about before. Communication and visibility, which were more restricted to B2C, are now part of the B2B approach. More and more companies are working on their brands.

And on the other hand, the concern about aligning teams, Marketing, Sales and even Customer Service.



Today's marketing teams are faced with the challenge of responding to all of these issues. With so many options, it may be harder than ever to choose the right path to take. How do you think they can take the first steps towards developing their strategies?

To develop an effective marketing strategy, it is essential to set clear objectives and understand the current situation.

Objectives tell us where we are headed. From there, a crucial analysis process begins, which involves getting to know our ideal client and decision makers in depth. We must understand how they behave, what their needs and challenges are, and why our value proposition makes us the best option for them.

Once we have carried out this thorough analysis of our ghana email list client, it is necessary to familiarize ourselves with the different digital marketing strategies that work in the B2B environment. Then, we must select the most appropriate one for our specific context and market at a given time.



You always mention visibility, attraction and outreach strategies. Could you briefly describe what each of them is about?

Visibility strategies are similar to those of B2C, but in this case, since we are targeting a very small niche, we do not rely on channels as massive as television or radio.

When we work on visibility, we seek to make people know us, to know that we exist, to identify our value proposition.

Attraction strategies allow us to convert the questions and doubts that our potential clients are looking to resolve on Google or social media into high-value articles and content. Once we capture their attention, we convert them into contacts by downloading more in-depth content.

Through a nurturing process, we maintain their interest until they are ready to have a business conversation, ensuring that they keep us in mind as the preferred option when seeking advice.