In today’s B2B landscape, customers are firmly in control of their own buying journey. Traditional outbound tactics—such as cold calling—are losing their effectiveness, while the demand for personalised, timely, and value-driven engagement is increasing.
In this article I would like to share some insights from my everyday job as Chief Business Development Officer for a Norwegian social entrepreneur, Motitech AS; a framework for how companies can transform their marketing approach to generate high-quality leads, accelerate growth, and build long-term customer relationships.
1. Build a strong foundation
Before launching campaigns or investing in new channels, businesses must ensure they have the right fundamentals in place. This involves:
- Clear business strategy – a well-defined value proposition and positioning.
- Market insight – deep understanding of the target audience and their buyer journey.
- Brand clarity – consistent identity and messaging across all touchpoints.
Without this strategic groundwork, even the most advanced marketing tools or campaigns risk delivering poor results. The starting point is always knowing who you are as a company, what you offer, and why it matters to your customers.
2. Structure and planning
Effective B2B marketing is not about doing everything—it’s about doing the right things in the right order. I would highlight the importance of a structured marketing plan that:
- Maps the customer journey to identify decision points and opportunities.
- Matches the right channels to each stage of the buying cycle.
- Prioritises actions based on business goals and measurable outcomes.
This structured approach allows companies to allocate resources where they have the highest impact, test new initiatives in a controlled way, and stop wasting effort on activities that don’t deliver ROI.
3. Tactical execution – Turning strategy into leads
The transition from “cold” outreach to “warm” engagement hinges on delivering relevant, personalised experiences. Let me outline some proven tactics that leading B2B companies use to generate qualified leads:
- Tailored content for every stage of the buyer journey – from awareness to decision-making.
- Marketing automation and segmentation – ensuring that prospects receive the right message at the right time.
- Lead qualification processes – focusing on quality over quantity to give sales teams the best possible starting point.
The key is relevance: content and messaging must address the prospect’s needs, challenges, and timing—not just the company’s sales agenda.
4. Continuous improvement and scaling
Successful B2B marketing is a process of ongoing refinement. I would recommend:
- A/B testing – systematically experimenting with headlines, calls-to-action, email sequences, and landing pages.
- Data-driven decision-making – using analytics to track performance, identify bottlenecks, and uncover growth opportunities.
- Scaling what works – increasing investment in proven tactics while retiring ineffective ones.
This creates a feedback loop where insight informs action, and action generates more insight—driving continuous improvement.
Core insights at a glance
| Phase | Key Focus |
|---|---|
| Foundation | Strategy, positioning, and customer insight |
| Planning | Targeted, structured approach to the customer journey |
| Tactical Execution | Personalised content, automation, lead qualification |
| Optimisation & Growth | Testing, learning, and scaling based on data |
Meeting customers on their terms
The shift from cold calls to qualified leads is more than a tactical change—it’s a mindset shift. Modern B2B marketing requires empathy, precision, and adaptability. By combining a strong strategic foundation with disciplined planning, targeted execution, and continuous optimisation, companies can move beyond outdated outreach models and engage customers in the right way, at the right time, and in the right channel.
The result? Higher-quality leads, stronger customer relationships, and sustainable business growth.
DREIESKIVA|Roald Kvam 
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