Since Silicon Valley was rocked in 2023, there has been a radical change in the mindset of venture capital founders and investors (VCs).
The philosophy of “grow at any cost” has given way to a more prudent approach: “spend every penny wisely to ensure a return on investment (ROI)”. This new mentality is redefining marketing strategies for B2B (business-to-business) and B2C (business-to-consumer) companies.
Changing mentality and its implications
The new growth paradigm
The crisis in Silicon Valley in 2023 forced a paradigm shift. Before, the priority was to grow quickly, often without considering financial sustainability. Now, the emphasis is on maximizing ROI, which means spending smarter and more efficiently.
Impact on marketing strategies
With the focus on ROI, companies are reviewing their marketing tactics. Instead of expensive and expansive campaigns, the preference is for more economical and effective strategies.
Smart marketing strategies
Media budget
Companies are allocating their media budgets more strategically, prioritizing channels that offer better value for money, such as social media advertising and Google searches.
Lean and efficient team
Instead of expanding their teams, companies are optimizing the efficiency of existing employees and using Artificial Intelligence (AI) to increase productivity.
Software selection
The choice of software has also become more discerning. Companies are investing only in essential tools that solve real problems and provide a good ROI.
Organic Marketing Tactics
Building communities
Community building and audience retention are now priorities. Engaging and retaining customers has become a crucial strategy.
Organic content marketing
Organic content marketing on social networks is gaining prominence. Valuable and relevant content helps to attract and retain customers without large investments in paid advertising.
Videos and Podcasts
Short videos (shorts and reels) and podcasts are formats that are on the rise. They allow for greater reach and deeper engagement with the public.
Personal brands and social selling
Developing personal brands and using social selling are tactics that, although they take longer to show results, are more cost-effective and offer a better ROI in the long term.
Investor preferences and buyer behavior
Investors prefer founders with an audience
VCs are more inclined to invest in founders who already have an established audience or community. This reduces the risk of failure, as the distribution system is already in place.
Buyer autonomy
Buyers prefer to do their own research before contacting suppliers. They look for information online and participate in communities to get recommendations and answer questions.
New marketing model for early-stage companies
Focus on the audience
Building your own segmented distribution network is fundamental. Having an engaged community can be the key to success.
Lean and qualified teams
Smaller but highly qualified teams with AI skills and good technical and interpersonal skills are more efficient and effective.
Content ecosystems
Producing quality content on multiple platforms and formats is essential. However, if this isn’t feasible, it’s better to focus on one platform and do the best you can.
Adapting to the Brazilian market
Brazilian economic scenario
In Brazil, the relationship between the state and private enterprise is forcing companies to adapt in a similar way to Silicon Valley. Operational efficiency and the use of AI are becoming vital.
Growing optimism
Pessimism about the Brazilian economy is diminishing, opening up new opportunities for investment in startups and innovative companies.
Strategic decisions
Brazilian companies need to make smart decisions to make the most of this new reality.
MultiplierApp tools
MultiplierApp offers the tools you need to implement these strategies efficiently. With solutions that range from marketing campaign optimization to process automation, MultiplierApp is an indispensable ally for success in 2024.
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