Mastering B2B Marketing Strategy with Lori Turner-Wilson: Predictability, ROI & Free Tools
In this insightful episode of B2B Vault: The Biz to Biz Podcast, sponsored by Nationwide Payment Systems, we had the privilege of sitting down with Lori Turner-Wilson, author of The B2B Marketing Revolution and founder of RedRover—a marketing agency with a 20-year track record of helping small and mid-sized businesses scale through data-driven marketing.
This episode is brimming with value for business owners, marketers, and sales professionals navigating the ever-changing B2B marketing strategy landscape. From crafting predictable marketing strategies to tackling wasted ad spend, Lori delivers actionable insights derived from her extensive experience with Fortune 1000 companies like Hilton Hotels and TCBY Enterprises.
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The Problem: Wasted Marketing Budgets
To begin with, Lori shared a thought-provoking discovery from analyzing over 300 client campaigns—on average, 60% of marketing spend was wasted due to insufficient market research. This staggering insight underscores just how much money is lost that could otherwise be redirected toward strategies with proven ROI.
Moreover, many small and mid-sized business owners avoid market research, often assuming it’s too costly or believing they already have a thorough understanding of their customers. Lori refers to this as “beautiful bias,” and she highlights how it can derail the creation of scalable B2B marketing strategies.
The Solution: Data + Strategy + Accountability
Transitioning from the problem to the solution, Lori introduced her 12-part framework from her book, which offers step-by-step guidance on building a repeatable, scalable, and ROI-focused B2B marketing strategy. She emphasized that business owners should:
The Rise of Market Research for SMBs
In today’s tech-driven world, AI and analytics tools have democratized market research. For instance, what once cost $10,000–$30,000 can now be accomplished for a fraction of that price. With this data at their disposal, business owners can eliminate guesswork, decode buyer behavior, and concentrate their resources on strategies that genuinely drive conversions.
A standout concept Lori highlighted was attribution modeling, which identifies which touchpoints in the customer journey actually lead to sales. Surprisingly, most businesses heavily invest in the last touchpoint (like a website visit) when earlier steps—such as a paid ad or a YouTube video—might have played an even bigger role in securing the conversion. Incorporating data into your B2B marketing strategy ensures these critical touchpoints are not overlooked.
The New Era of B2B Marketing: Direct Mail, Personal Branding & Smart Tools
Furthermore, while trade shows remain relevant, particularly in niche industries, Lori noted a growing trend toward account-based marketing and high-impact direct mail. For example, personalized packages, FedExed samples, and premium print materials are regaining popularity for their ability to cut through digital clutter.
Additionally, Lori stressed the rising importance of personal branding, especially for independent consultants or 1099 sales reps. In today’s competitive market, having a professional domain name, a sleek one-page website, and a well-curated LinkedIn profile is no longer optional—it’s a necessity to build credibility.
FREE TOOLS FROM LORI
As part of the release of The B2B Marketing Revolution, Lori has generously created a robust collection of free marketing resources for listeners and readers. Here’s where to find them:
📚 Get the Book:
The B2B Marketing Revolution
Available at: The B2B Marketing Revolution
Or search for it on Amazon.
🧰 Free Resource Library:
MarketingToolsForYou.com
This library includes over 50 free templates, scripts, and tools to help you:
And so much more.
By sharing these tools, Lori is leveling the playing field, empowering small businesses to compete against industry giants like Stripe, PayPal, and Square—even with smaller budgets.
Final Thoughts
To wrap up, Lori’s message is both inspiring and practical: Marketing is not about taking chances—it’s a science. When you use data-driven strategies and hold your teams accountable, you pave the way for consistent, predictable growth. By leveraging a robust B2B marketing strategy, businesses can achieve remarkable results and scale with confidence.
📌 Don’t miss the full episode on Spotify, Apple Podcasts, or YouTube. And remember to visit NationwidePaymentSystems.com for payment solutions tailored to your business’s needs.
Stay tuned for more expert interviews here on B2B Vault: The Biz-to-Biz Podcast!
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FAQ: Frequently Asked Questions
What free tools did Lori Turner-Wilson recommend for B2B marketing?
Lori shared resources available at MarketingToolsForYou.com, including over 50 free templates, scripts, and tools to help businesses build a marketing strategy, execute market research, and improve their ROI.
Why should small and mid-sized businesses invest in market research?
Market research is essential for uncovering deep insights into customer behavior, preferences, and needs. Lori Turner-Wilson highlights that many small businesses avoid it due to cost concerns or overconfidence, but affordable tools like AI and analytics have made market research more accessible, reducing waste and enhancing ROI.
What is attribution modeling, and why is it important in B2B marketing?
Attribution modeling is a method to analyze which touchpoints in a customer’s journey lead to a sale. It ensures businesses allocate their resources effectively, focusing not only on final touchpoints but also on earlier interactions like paid ads or content marketing.
What are the benefits of account-based marketing and direct mail?
Account-based marketing and direct mail, particularly personalized packages or premium printed materials, are excellent for high-ticket B2B services. These methods create meaningful connections with potential clients and stand out amidst the digital clutter.
What is the importance of a data-driven B2B marketing strategy?
A data-driven B2B marketing strategy helps businesses make informed decisions, improve ROI, and eliminate wasted spending. By understanding customer insights through market research, companies can craft campaigns that focus on what truly drives conversions.
