You’ve built something awesome, but no one’s knocking. Whether you run a localisation firm, provide art outsourcing, or develop backend tools for studios, one thing’s for sure: your inbound marketing isn’t keeping up with your capabilities. It’s not that your services aren’t valuable; it’s that your ideal clients aren’t finding or trusting you fast enough. In a space as fast-moving and competitive as games, traditional B2B tactics won’t cut it.
That’s where a B2B games marketing agency like Shibboleth can help. We’re games industry veterans, and stay one step ahead when it comes to building strategies that work for developers, publishers, and studio teams. We’re data-driven, and laser-focused on strategy.
Top 9 Game-Changing Fixes for Broken B2B Inbound Strategies
1. You’re Selling Features, Not Solving Real Pain
Specs and performance stats don’t close deals, but empathy does. Your prospects aren’t robots. They’re devs and producers juggling tight deadlines and late nights. Instead of leading with “what” your tool does, show “how” it helps. Share real stories: how your localisation pipeline saved a team during a crunch, or how your asset workflow helped hit a launch milestone. Emotional context builds trust.
2. Segment Your Ideal Customer Profile
If you are targeting everyone, your messaging will reach no one. If you want to make your content connect with the audience, you have to know exactly who you are talking to. Are you targeting art leads at AAA studios? Or localisation managers at mid-size indies? Segment your messaging accordingly. Build out detailed personas and use their actual phrasing, like what they say on calls, not what sounds good on paper.
3. Your Sales and Marketing Teams Don’t Talk
A blog that generates leads is useless if no one follows up. If sales & bizdev doesn’t get the content, they can’t tailor their approach to leads. Work together by sharing updates and being aligned on who you’re targeting and what a good lead really means. A tight-knit, integrated team is a must.
4. Your Positioning Isn’t Clear
Great inbound content still fails if your audience doesn’t know why you matter. It’s not enough to say you’re “a localisation partner” or “an art outsourcing studio.” Be specific. What’s your edge? Faster turnaround? Smoother engine integration? Low-cost leadership? Tie everything back to outcomes, cost savings, time saved, and fewer delays. Clarity builds confidence.
6. You’re Creating Content in Isolation
Thinking for hours and brainstorming ideas is not the solution because real ideas come from conversations. Listen to sales calls and support chats, because real complaints are gold. Use those exact words in your blogs, FAQs, and case studies. You’ll instantly feel more relevant.
7. Your Website Isn’t Pulling Its Weight
Great content is simple, but if your website is slow and looks outdated or is not optimised for mobiles, you will lose trust quickly. Before you start producing content, don't forget to audit your platform. This lets you make sure it is secure, user-friendly, and communicates the right message to the right user.
8. You’re Ignoring the Complex Buyer Journey
Game studios don’t make decisions like typical B2B buyers. Multiple stakeholders weigh in, producers, tech leads, art directors, and even QA managers. Each of them has different questions and concerns. One blog won’t do the job. Create content tailored to each role: how-tos for technical buyers, case studies for execs, and onboarding guides for ops. Map your content to the real (and messy) journey they go through before buying.
Inbound Can Work But Only If You Fix What Actually Matters
Inbound marketing does work for game service providers, but only when it’s built for your world. Generic playbooks won’t cut it. The real issues? Misalignment between sales and marketing, unclear ICPs, weak storytelling, and content that doesn’t connect emotionally.
Fix those, and suddenly SEO, outreach, and consistent content start pulling real weight.
