Covid-19 has dramatically changed the focus of all B2B marketing strategies and the importance of online content marketing services have pivoted heavily to digital marketing ads, endless content creation and placement. With this knowledge, it is important to choose the right B2B marketing strategies to start with, so that your marketing content has a chance to stand out on the right forum for its target audience.
Research of Seventh Annual State of Salesforce Marketing Report shows that 44% of B2B marketers have “completely changed” their marketing channel mix since the pandemic began to meet new challenges and behavioral change. Another 45% said their mix had “changed somewhat”, leaving just 11% of B2B marketers’ strategies unchanged.
As online marketing channels are diverse in composition and offerings, it can be difficult to know which direction to take your business. From social media management to content marketing, there isn’t one platform that handles everything. We’ll walk you through the six essential B2B marketing strategies that can help you grow your business.
1. Qualification criteria and lead management
Any well-established marketing manager can tell you that lead generation comes with territory and is no easy task. There is a vast digital playground just begging to grab your lunch money, and it can be difficult to determine which area to dive into. But, good news, there is a plethora of frames which can help land leads.
This is only half, however. You will then need to qualify these prospects with valuable data. There are many tools, like Insightly, that can help you do this. Data collection allows businesses to analyze where they are gaining the most traction through their digital footprint. With these tools, you can also get important customer data and know whether or not your audience finds your product or services useful.
Qualitative research focuses on the quality of responses received through extensive market research. Rather than assigning a particular score, you focus on the information gathered in the data, such as most of the respondents were Caucasian, female, and lived in California. This type of information helps an organization to target its market.
Google Analytics is a popular quantitative source that allows businesses to track their website traffic for search engine optimization (SEO) and marketing purposes. The platform collects information about visitors and helps determine how users got to your website. Marketers can also track campaign success, goals, models, and user engagement.
2. Account-based marketing
Account-based marketing involves an individual, be it a business associate, digital marketer, IT professional or otherwise, assigned to their target market to reach and get the account.
This form of marketing, specific to the B2B world, is attractive because it involves a much more personalized and tailor-made approach. Just as important as the products or services they provide is the experience that customers have with the sales or marketing team that is working on building a business.
A Salesforce Marketing State Report explains that âCustomers are navigating a series of ‘new standards’, personalized and empathetic engagement has never been more important. Delivering messages and offers that match an individual’s unique needs and expectations requires in-depth knowledge.
Marketers are changing the way they research and manage customer data and make more use of technologies like artificial intelligence (AI) that help them get the most out of it. Marketers report a 186% increase in AI adoption since 2018.‘
3. Thought leadership content
Putting your own footprint on the market in a unique week and sharing that perspective with the masses sparks the intrigue of your customer base. In this age of excessive information and cutting edge technology, it can be difficult to find the right answers for your business. Effective Thought Leadership addresses the topics in which this company has expertise, in a tangible, tailored approach that specifically appeals to its target audience through intelligent content creation.
In a study conducted by Linkedin, companies such as Deloitte get the best bang for your buck by succinctly capturing the top trends in an eye-catching, easy-to-read way. Deloitte achieved this with an eight-page summary that appeared directly on its LinkedIn feed.
Another example from the study is Aha !, a roadmap software company. Ah! sharing blog posts showcasing the personal interests and passions of their employees, personalizing the customer experience, and allowing customers and prospects to connect with their team.
4. Segmented email marketing
Segmented email marketing involves dividing your mailing lists into specific and smaller target markets in order to communicate more effectively with each individual group. These groups can be separated by interest, geographic location, demographics, etc.
As one of the most popular marketing strategies to date, it also offers one of the highest ROIs. A study of WebFX states that email marketing has a return on investment of $ 44 for every $ 1 invested.
However, email marketing to the masses can be difficult and time consuming. Having a CRM platform like Hubspot, or an email delivery group like MailChimp, can save time, improve the overall look of content, and provide less bounce. For more options, TechRadar has provided a list of the best online content marketing tools to help marketers grow audiences and drive sales.
5. Ease of website use and responsive web design
Responsive design involves ratio-based grids that realign themselves based on the device they’re viewed on. Rather than creating different layouts to fit different screen sizes or resolutions, it automatically adjusts. Since there are many different sizes from cell phone to office, having a high quality, user-friendly responsive site is vital.
As charniÃ¨remarketing.com points out, â80% of people visit websites when they visit service providers – by far the most commonly used source of information. Responsive design that allows your website to adapt to a user’s device has become a key feature as more and more people use mobile devices to do business. ‘
This type of website building will also save you time and money compared to the traditional approach of building a separate mobile site. A responsive site is also easier to maintain, improves SEO, offers more consistency in branding and design, and attracts a larger audience across all platforms.
6. Prioritize business testimonials (and use them to create additional content)
No one tells your story better than a satisfied customer. Word of mouth marketing may be old in its origins, but it still has as much power as it once did. In fact, with the rise of social media marketing, the power of the written word is having even more impact now, as it is so much more prevalent in the market. Smart marketers use this to their advantage with testimonials, allowing consumers to tell their flattering customer experiences.
In a survey of brag.io, they discovered that:
1. 92% of customers read online reviews before buying
2.72% of consumers say that positive testimonials and reviews increase their confidence in a business
3.70% of people trust the opinions and recommendations of strangers
4.88% of consumers say reviews influence their online shopping decisions
5.88% of consumers trust testimonials and reviews online as much as recommendations from friends or family
The moral of the story is this: if you’re doing a solid job, ask your clients for their feedbackâ¦ then post it! There is no shame in allowing someone to brag on your behalf.
Choose your B2B marketing strategies wisely
The modern B2B marketer has their hands full between social media, website development, lead generation, and old-fashioned customer relationships. Marketing departments need to be deeper, faster, and more competitive than ever before in order to see their business grow.
To scale your organization, take an inventory of your current marketing activities and see how they fit into modern channels. Do you effectively create compelling content and deliver it to your customers on a regular basis? Is your website optimized for maximum audience and user experience? Do you continue to develop with the evolution of the market?
Use an efficient B2B marketing tool and strategy will allow your team to work more efficiently and effectively to meet demand.