Laura Hill Of KNB Communications: 5 Tips for Your B2B Marketing Strategy

An Interview With Rachel Kline

Content strategy: Invest in quality content that provides value and addresses specific challenges faced by your target audience.

The B2B marketing landscape is a complex and evolving space, with its unique challenges and opportunities. Navigating it effectively requires well-thought-out strategies and insightful tactics. With a myriad of digital channels available, what are the best ways to connect, engage, and convert potential business clients? As a part of this series, we had the pleasure of interviewing Laura Hill.

Laura has over 11 years of experience in marketing, public relations and communications for start-ups, established brands and everything in between. She has worked in the non-profit and healthcare industries. As the marketing manager at KNB Communications, Laura is responsible for developing and implementing marketing strategy and tactics to create leads and facilitate growth.

Thank you so much for doing this with us! Before we dive in, our readers would love to “get to know you” a bit better. Can you share your personal backstory with us?

My name Is Laura Hill, and I am the Marketing Manager at KNB Communications. A healthcare PR and marketing agency. My journey in marketing began over 13 years ago, a time when the landscape was vastly different from what it is today. I stepped into this world with a burning curiosity and a passion to learn, armed with little more than a degree, determination and a desire to make a difference in the world. Over the years, I’ve witnessed the incredible evolution of this field, adapting and growing with every twist and turn. I worked in various industries and finally arrived at KNB Communications, a boutique B2B healthcare marketing and PR agency. I really see marketing as a chance to inspire, influence and ignite change. Marketing allows you to connect with people, tell compelling stories and shape perceptions. It’s the realm of innovation, where you can push boundaries and redefine what’s possible.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful for who helped get you to where you are? Can you share a story about that?

The person I’m most grateful for in my journey is Beth Cooper, the Vice President of Marketing and Sales at KNB Communications. While numerous individuals have assisted me on my path, Beth Cooper stands out as the one who has had the most profound impact on my career. One of Beth’s remarkable qualities is her ability to impart the art of working efficiently. Beth also demonstrates that success is not solely measured by personal achievements but also by the positive impact we can have on the lives of others. She has helped me grow and learn so much about B2B healthcare, health tech, biotech and pharma marketing in such a short time at our agency. Beth’s impact on my career and life is immeasurable. I am eternally grateful for her support, and I consider myself fortunate to have had such an extraordinary mentor in my journey.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

My favorite quote, “You attract more flies with honey (than with vinegar),” highlights the power of kindness. Although kindness in the workplace can sometimes be misconstrued as a weakness, it’s important to recognize its value. Kindness is not a weakness but rather an expression of empathy. Empathetic leaders and colleagues can better understand the needs and concerns of others, fostering healthier working relationships and improved teamwork. Kindness also contributes to a positive workplace culture, enhancing employee satisfaction, engagement, retention and overall productivity.

Can you share with us three strengths, skills, or characteristics that helped you to reach this place in your career? How can others actively build these areas within themselves?

I think my greatest strengths and characteristics are being adaptable, resilient and self-motivated.

Be adaptable:

• Adaptability involves embracing change and navigating uncertainty. Cultivate it by seeking opportunities beyond your comfort zone, staying open to new ideas, and being flexible in your plans. Continuously learn about industry trends and enhance your problem-solving skills, collaborating for creative solutions. This fosters resilience and positively impacts your career growth.

Be resilient:

• To build resilience, prioritize self-care with routines that include exercise, meditation, and ample rest. Develop emotional intelligence by recognizing and managing emotions, fostering empathy, and building supportive relationships. Set achievable goals and acknowledge your progress to reduce stress and enhance your ability to bounce back from setbacks effectively.

Be self-motivated:

• To stay self-motivated, connect your values and goals, creating a deep inner drive. Surround yourself with inspiration, whether through quotes or role models. Organize your workspace and establish routines that minimize distractions and reward accomplishments. Setting clear, achievable goals and maintaining an organized to-do list provides structure and keeps motivation strong.

Which skills are you still trying to grow now?

I tend to be a perfectionist, but I’m learning to strike a balance between paying attention to detail and recognizing when something meets all our objectives, especially in a fast-paced agency environment.

Let’s talk about B2B marketing. Can you share some insights into how you perceive the current landscape of B2B marketing?

In B2B healthcare marketing at an agency, there’s a notable shift towards digital channels like social media, email marketing, and content creation to engage the target audience. Valuable content, such as articles and videos, establishes industry leadership and engages potential clients. Personalization is crucial, tailoring content to specific customer segments or individual accounts. Automation tools streamline processes and deliver customized content efficiently. Data-driven strategies and understanding customer behavior, are key. Sustainability and purpose-driven marketing are growing trends. Influencer marketing and video content engagement are on the rise. Privacy regulations like GDPR and CCPA shape data handling. Remote work, due to the pandemic, has made virtual events and digital networking prominent in B2B marketing. It’s a dynamic landscape to stay updated on!

How have recent market trends and changes influenced your approach to outperforming competitors?

Recent market trends and changes have significantly impacted our agency’s approach to outperforming competitors. I’ve become more adaptable and responsive to shifts in client preferences and healthcare industry dynamics. Additionally, I’m keeping a closer eye on emerging technologies and innovations that could give us a competitive edge. Overall, I’m more focused on staying agile and continuously improving our products and services to meet evolving market demands.

B2B buying cycles can often be lengthy and complex. How do you maintain engagement and nurture leads throughout the various stages of the buyer’s journey?

Navigating complex B2B buying cycles in the healthcare industry requires a multifaceted approach. First, we prioritize understanding our leads by segmenting them based on their unique needs and position in the buying process. This tailored approach keeps our communication relevant and engaging.

Our strategy hinges on content. We create valuable resources like blog posts, whitepapers, webinars, and case studies that address specific pain points and questions. These materials inform, educate, and empower our leads throughout their journey.

Personalization is key. We use lead names and reference past interactions to establish a genuine connection, fostering trust and engagement.

Automation plays a vital role. We use automated email campaigns to guide leads with timely messages and closely monitor engagement metrics.

Lastly, we maintain a feedback loop and promote collaboration between our sales and marketing teams to adapt swiftly to changing lead dynamics and market trends. This approach aims to build trust, guide leads, and achieve successful conversions and long-term satisfaction.

Personalization is gaining prominence in B2B marketing. What are some ways marketers can effectively leverage data to deliver personalized experiences?

Personalization has become increasingly vital in the realm of B2B marketing. It’s the key to forging stronger connections with our target audience and driving better results. Here are some strategies that I believe are highly effective for marketers looking to harness data and deliver personalized experiences:

Segmentation: We begin by segmenting our audience based on pertinent criteria such as industry, company size, job roles, and their position in the buying journey. This segmentation serves as the bedrock upon which we build personalized content and tailored messages.

Behavioral Data: We meticulously track and analyze the behavior of our leads and customers on our website and digital platforms. This data unveils valuable insights into their interests, preferences, and pain points, enabling us to fine-tune our content and recommendations accordingly.

Email Personalization: Our email marketing efforts are highly personalized. We customize email content, subject lines, and send times based on the recipient’s preferences and behavior. This level of personalization significantly boosts open and click-through rates.

Dynamic Content: We craft dynamic web pages and email content that adapt in real-time based on the viewer’s characteristics or behavior. This dynamic approach allows us to present the most relevant information to each individual.

ABM has also gained traction for its personalized approach to targeting high-value accounts. What advice would you give to fellow B2B marketers looking to adopt this strategy?

Understand your ideal customer profile: Before diving into ABM, it’s crucial to define your ideal customer profile. Identify the characteristics and attributes that make an account “high-value” for your business. This will help you focus your efforts on the right prospects.

Align sales + marketing: ABM is most effective when sales and marketing teams work closely together. Encourage collaboration and communication between these teams to ensure everyone is on the same page regarding target accounts, messaging, and goals.

Data quality + segmentation: Invest in data quality and segmentation tools. Accurate data is the foundation of successful ABM. Make sure you have the right data to identify and target your high-value accounts effectively.

Personalized content: Create highly personalized content that speaks directly to the pain points and needs of your target accounts. Tailor your messaging, emails, and marketing materials to resonate with each account individually.

Multi-channel approach: Use a multi-channel approach to reach your target accounts. Combine email, social media, content marketing, and even offline channels like direct mail to engage with decision-makers from different angles.

Fantastic. Here is the primary question of our interview. What are 5 Tips for Your B2B Marketing Strategy to Help You Beat Competitors?

In-depth buyer personas: Develop detailed buyer personas to understand your audience’s pain points and preferences.

Example: By creating personas, we realized that our audience valued thought leadership content, leading to a series of successful webinars.

Content strategy: Invest in quality content that provides value and addresses specific challenges faced by your target audience.

Example: We saw a significant increase in engagement when we started publishing in-depth industry reports.

Multi-channel approach: Diversify your marketing channels to reach prospects where they are most active.

Example: Utilizing LinkedIn Ads alongside email campaigns helped us reach decision-makers effectively.

Analytics + optimization: Continuously analyze campaign performance and use data-driven insights to refine strategies.

Example: By A / B testing our email subject lines, we increased open rates by 20%.

Competitor research: Regularly monitor competitors’ activities and adjust your strategy accordingly.

Example: We noticed a competitor’s successful webinar series and decided to launch a similar program.

How do you utilize data or AI to refine your B2B marketing approach, and what tools have been particularly impactful in gaining a competitive advantage?

We use data analytics tools and AI algorithms to track customer behavior, predict trends, and optimize marketing efforts for better ROI. Tools like Google Analytics and CRM platforms have been impactful.

Which digital channels have you found most effective in reaching your target audience, and how do you optimize your presence across these channels to outshine competitors?

LinkedIn and healthcare-specific forums have been highly effective in reaching our B2B audience. We optimize our presence through consistent posting and engagement.

Are there any underrated skills or qualities that you encourage others not to overlook?

Empathy and active listening are often overlooked but vital for understanding customer needs and building lasting relationships.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.

I would love to inspire a movement that promotes sustainability and ethical business practices, encouraging companies to prioritize environmental and social responsibility in their operations.

We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world or in the US with whom you would love to have a private breakfast or lunch, and why? He or she might just see this if we tag them.

I would be thrilled to have a private breakfast or lunch with Scott Galloway, a prominent marketing professor and tech industry expert. I would be interested in gaining his perspective on the role of big tech companies in today’s society, their impact on competition, and the regulatory challenges they face. Scott’s deep knowledge of the tech giants and their influence would provide valuable insights into this complex issue. Scott’s insights into the intersection of technology, business, and marketing have been incredibly insightful and thought-provoking.

Thank you for these fantastic insights. We greatly appreciate the time you spent on this.