Momentum Example: Navigating Retail's Shift in B2B Tech Marketing

b2b momentum examples momentum marketing retail tech downturn Jun 13, 2023
Momentum Example: Navigating Retail's Shift in B2B Tech Marketing

A recent example of how the retail industry has been changing is the struggles experienced by the Westfield San Francisco Centre in Q2 2023. Major retailers like Nordstrom, Whole Foods, CVS, Starbucks, and Walmart were shutting their doors in urban centers, reflecting the aftershocks of what was once termed the “retail apocalypse”. This event is a testament to a complex array of factors, from the surge towards online shopping and high rents to public safety concerns and an oversupply of stores.

Westfield, one of the most renowned names in retail, had to relinquish its mall in San Francisco, the city’s largest shopping center, due to dwindling foot traffic and plummeting sales during the pandemic. Notably, Nordstrom, a major tenant of the mall for 35 years, is planning to close its doors, leaving the mall just over half leased, a significant decrease from its peak occupancy.

The unfolding of such high-profile events has serious implications for B2B tech companies offering solutions centered around online retail. This event represents a high-congregation moment - where a significant number of people's attention converges on a particular issue. These closures hold significant importance for the retail industry and businesses transitioning to the online sphere.


In the Momentum Marketing Matrix, this event rests in the top-right quadrant, where it commands high congregation and significant importance. The task for B2B tech companies is to leverage this moment, aligning their messaging and offerings strategically to reach businesses struggling with the transition from physical to online retail. The following sections delve into how this might be effectively accomplished.


Phase 1 - Starting a Discussion (Weeks 1, 2 & 3)


In the initial phase, it's essential to craft compelling thought leadership articles around the "retail apocalypse" trend. These pieces should be insightful and data-driven, exploring sub-topics such as the shift towards online shopping or the impacts of physical store closures on the industry. Post these articles on your corporate blog and share them across your social media channels for a wider reach.

Aside from creating content, it's also crucial to join ongoing discussions about the issue. Whether it's participating in relevant Twitter threads or leaving insightful comments on LinkedIn posts, your company should aim to share its unique perspective on the situation without blatantly promoting your solution. Engage with influencers, join podcast discussions, or guest blog on high-traffic sites. Remember, the goal is not a direct promotion but positioning your brand as an industry thought leader.

To make your content more engaging and shareable, create infographic posts for Instagram and LinkedIn that visually represent the seismic shift in the retail industry and the necessity for businesses to move online. Consider developing short explainer videos to be shared across platforms, making the complex topic more accessible to various audiences.

This proactive approach not only extends your brand's reach but also nurtures your audience's trust by demonstrating genuine engagement and expertise in the matter at hand. Most importantly, it could be your strong tool to invite people to phase 2.


Phase 2 - Striking the Iron While It's Hot: Introducing Your Solution (Weeks 4 & 5)


As the momentum builds from the discussions initiated in phase 1, it's time to capitalize on the peak of engagement by introducing your unique solution into the conversation. This is the moment you've been building towards - the point of the highest congregation and significant importance.

It's not about promoting your solution blatantly but rather organically showcasing how it helps businesses navigate the challenges associated with the shift in retail. Highlight client stories and case studies where your solution has made a significant difference. Inviting these clients to share their experiences and the impact your solution has had on their business will provide an authentic and influential endorsement.

Whether it's a LinkedIn Live session, a Facebook Live webinar, or your own dedicated event, giving the stage to clients lets your buyers' peers advocate for your solution. Continue the discussions from phase 1 by inviting attendees to these webinars or events. Keep the momentum going by providing meaningful insights and demonstrating your expertise while subtly introducing your solution into the narrative.

Simultaneously, consider launching a podcast series. This platform can become a regular touchpoint for discussing various high-congregation moments, not just the current retail industry shift. Episodes on platforms like Spotify or Apple Podcasts can delve deeper into various facets of these industry transformations, featuring interviews with industry leaders, successful business owners, and experts from your own team who contributed to the success stories.

Initiate a social media campaign on Twitter and LinkedIn using a specific hashtag related to the "retail apocalypse". Encourage followers to share their thoughts and experiences, maintaining the buzz around the topic while keeping your brand at the heart of the discussion.

In this phase, your focus is on leveraging the peak engagement point to amplify the conversation started in phase 1, integrate your solution into the narrative, and further solidify your brand's position as an industry thought leader. This is where you strike the iron while it's hot, creating a powerful and lasting impression on your target audience.


Phase 3 - Educating the Audience: Nurturing Leads and Building Trust (Week 6 and beyond)


Following the introduction of your solution during the peak of engagement, it's time to transition into a more informative stage. The goal here is to guide your newly captivated audience through the specifics of your offering, demonstrating the features, benefits, and unique differentiators that set your solution apart from others in the market. This phase is focused on converting your audience into potential leads and eventually into customers.

Deep-Dive Webinars and Demos: Host in-depth webinars to delve into the specifics of your solution. This is where you can show off your product or service in action, explain different features, and how they can solve the specific problems businesses are facing in the "retail apocalypse". Consider offering live demos at the end of each webinar for a more interactive experience and to collect demo requests.

Email Nurture Campaigns: Collecting information from attendees in Phases 1 and 2 allows you to create tailored email campaigns. These campaigns should continue to educate the recipient on the key benefits and unique aspects of your solution, all the while encouraging them to further engage with your brand, be it requesting a personalized demo, downloading a white paper, or setting up a consultation.

Use of Case Studies: Build on the testimonials from Phase 2 by turning them into detailed case studies. Highlight how your solution was able to help businesses in real-world scenarios. Post these case studies on your website and share them on social media to increase their reach.

Educational Content: Continue to generate engaging and informative content. This can take the form of blog posts, white papers, or video tutorials, all aimed at offering in-depth insights into your solution and the tangible benefits it offers.

Social Media and Community Engagement: Keep the conversation going on social media. Regularly post updates, useful tips, and sneak peeks into your solution's capabilities. Foster a community around your brand by actively participating in discussions and responding to comments and questions.

Targeted Advertising: Use the insights gathered from Phase 1 and 2 to create targeted ads that speak to the pain points and needs of your audience. These ads can be used to promote your webinars, case studies, and other educational content.

Tracking and Optimization: Monitor the performance of your initiatives closely. Use analytics to understand what's working and what's not, and tweak your strategies accordingly. This continuous improvement will ensure the effectiveness of your educational campaign and increase the likelihood of converting leads into customers.

Phase 3 is about continuing the momentum from Phase 2, while shifting the focus towards more detailed information about your solution and its benefits. It's about building trust with your audience and nurturing them from interested participants to potential customers.

Read: Building Effective Momentum Marketing Campaigns: A Comprehensive Guide to Leveraging Momentums for Success


Mastering the Momentum: Repeatable Strategies for Market Resonance


The strategy we've outlined above isn't a one-off tactic. Instead, it's a shining example of Momentum Marketing in action. This proactive approach involves aligning marketing efforts with high congregation moments, like the current shift in the retail landscape, to amplify your outreach and hit the mark with potential customers.

But this is just one example. It's crucial to remember that Momentum Marketing is not a singular event; it's an ongoing philosophy and process. Aim for two to three similar campaigns each quarter, always keeping an eye out for the next significant trend or event that's gathering momentum.

This repeatable and proactive motion, staying ahead of the curve, and seizing the moment when the market is most attentive, is what sets Momentum Marketing apart. It allows your solution to resonate more profoundly, fostering higher engagement and growth, even amidst market turbulence.

With Momentum Marketing, you're not just weathering the storm; you're harnessing its energy to sail towards success. So, be ready, be proactive, and seize your moment.


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