B2B marketers usually find it challenging to discover simple and smart solutions for running successful B2B online marketing campaigns.
The article covers a sequence of steps that will reveal how to ensure B2B marketing success in digital economy.
As you may know, marketers are rapidly moving towards the digital marketing channels for the following reasons.
These three elements not only give rise to the digital entrepreneurship but also influence the corporate world to utilize the opportunity to avail digital marketing tools for sales, marketing and branding. Now, the question hammers upon digital marketers and novice B2B entrepreneurs that from where they need to start.
Most B2B companies believe that they do not need any proper research and development. Their decisions are solely based on hunches, experiences, observations and assumptions. We are living in the age where digital trends and consumer needs are changing and shaping rapidly. To cope with the raging digital marketing pace you must be aware of:
These questions will not only organize your efforts but you will also feel a sense of uniformity during your journey towards the execution of digital marketing strategies. When you design your plans and strategies according to the data that you get with empirical support and research evidences your chances of success are brighter than those who make decisions based on hunches and assumptions.
In your research you can take the help of online research agencies, experts and your clients. You can further perform SWOT analysis then design your marketing objectives, plans and strategies.
In the light of above research questions, B2B marketer needs to design a value proposition of their products or services. Value Proposition is a set of benefits that you will promise to deliver to the client in the form of product or service offering. The value proposition consists of performance, problem solving ability, economical status or other remarkable elements in your product offering. Here you also need to decide the kind of positioning (an image of your company or product) that you want your consumers to hold about your brand. Certain B2B products are cheap in price and quality and some boast best quality. You can choose the positioning area by determining your resources, capabilities and studying the sentiments of your consumers (what appeal them the most).
In order to be successful in value proposition you need to dissect every benefit in your product or service offering. Moreover, in order to be successful in value proposition you need to dissect every benefit and cost in your product or service offering Benefits are solution of problem, customer support (quick and reliable) and image (social recognition).
Cost is value paid by the customer in return for good or service acquired. Let’s breakdown the cost of the product or service:
Money: It is monetary cost of a client. The customer pays to get the product or service.
Time cost: This is the quantity of time customer has to wait for product or service delivery.
Psychological cost: It is the duration of an effort and mental energy that customer bears to get your product or service.
When you are planning to establish the USP (Unique selling proposition), competitive advantage and positioning of your product or service. You have to work out how you can raise the number of benefits and reduce the quantity of costs to increase the perceived value (benefit) i.e. attractiveness towards your product offering in the mind of the customer.
Once you are done with product or service offering and value proposition, you need to identify the different group of customers in the light of demographics and firmographics.
Highlight the sets of your prospects that are easily accessible, responsive, profitable in terms of purchasing power and willing to buy your product or service.
Generally B2B segmentation is applied on the clients who are price conscious, quality conscious, time conscious, negotiators and range prospects. Here, B2B marketers need to establish separate profiles for customer and markets in relationship with the products or services offered and purchased.
Once you have designed your product offering, USP, positioning and competitive advantage you can head towards establishing a strong, responsive, eye catchy website for your clients. Make sure that your website features a user friendly interface that allows visitors to easily navigate and experience a highly responsive error free browsing.
The website should carry detailed information about your products in form of catalogues, social media links and videos. The website must appeal to business needs and solutions of the customer, aligning their needs with your product offerings.
Website interface must influence the visitor to browse more relevant pages. The sign up process should be easy, time saving and simple to gather quality data of the prospect. You can add an option of buying product or buying need in the section of sign up process. In this way, user can express which product or service he wants to buy.
You can also add the list of satisfied customers to your website to gain trust and confidence of fresh prospects.
The website must be user friendly and capable to receive payments if the customer is willing to pay online. It must be strong enough to execute multiple transactions at the same time as well. In addition, multiple modes (FOB, CIF, LC etc.) and mediums (PayPal, Western Union etc) can be offered to the client in order to make the online payment method convenient for the customer.
If you can add a video to the website representing product information and details associated with consumption to packaging, delivery and payment method. It can play a vital role for establishing trust and confidence of client to your B2B digital brand.
The B2B website must be efficient in coordinating inventory management with stocks purchase, sales, delivery of goods and executing financial transactions. Therefore, back end links must be strong enough to support each and every function executed in the website.
The automated software must be capable to track and keep record of all activities. It must help in maintaining statistics of:
Similarly, the automated software must also be able to keep track of cost and sales for each activity executed for organic and paid online marketing campaigns including social media marketing, SEO, SEM, PPC, content marketing, and mobile marketing. Though CRM highlights cost per client with statistics and indicate which forums are time and money wasters and which are efficient and profitable. Consequently, CRM will help in forecasting which online marketing channel will comply with upcoming digital trends and why B2B marketer must opt for them.
Consequently, these statistics will help in quantification of cost, revenue and net profit on daily, weekly, monthly and quarterly basis. This quantification is extremely significant in forecasting, marketing, sales planning, budgeting and cost cutting.
In addition to this, the record of reasons and causes for every activity can be further used for research purpose by identifying strengths and loopholes in the digital marketing and sales mechanism.
Here you need to identify which organic and paid marketing tools are most effective for boosting your brand and sales.
The image shows a range of tools that are generally utilized by B2B marketers for digital marketing. Here’s a quick guide on how to make the most of these digital marketing techniques.
SEO and Web Optimization: It is a cost efficient way to rank your site on top of search engine results and generate quality traffic. The SEO resource must be skilled to give you desired results.
Content Marketing: Find out conversion, engagement and traffic statistics of your target audience and figure out what engages your target audience then deploy relevant content and target your audience at the right place in right time.
Video marketing: Use videos in your paid and organic marketing campaigns. They are rich resource of retention according to Vidyard.
Mobile marketing: Capture your target audience on their smart phones. Though research shows internet users generally use smart phones for browsing as compare to computers, laptops and notebooks. Therefore mobile ads can play more effective role for reaching target audience at their location more than any other device and marketing tool.
Social Media Marketing: Identify social media platforms where your audience is most active then target them with content that complies with their business and entertainment needs. Entertainment is a crucial element in establishing a strong bond with your audience according to research studies.
The key to success in digital economy and B2B sales lead generation is keeping track of marketing and sales activities in terms of profit and costs. You can design your digital strategy by anticipating future consumer preferences, digital trends and capabilities of your company. In addition, effective SWOT analysis and digital strategies grounded on it will be a plus point.…
Generally, podcast is an audible piece (can be visual as well) of information targeted towards a certain audience by the marketer or podcaster. Unlike radio broadcasting restricted to limited regions, podcasting has no restrictions or limitations when it comes to the size of information and its ‘casting’. Neither the users are restricted to adjust their thirst of information according to the show that is being broadcasted in their region (Just like radio channels). Instead they can subscribe to podcasts on applications or websites launched by podcasters, being able to listen to any show from around the world at any time of the day without having to stare at computer screens.
You can think of podcasts as ‘Internet Radio on demand’. Each podcast available on the internet typically has a website where you can listen to show episodes or download them for future listening. The downloaded media can easily be carried anywhere through portable digital media player. Some common podcasts distribution points include iTunes, Sticher Radio and podcatcher. You can easily subscribe to podcasts that you like by clicking on its subscription button or RSS icon.
Now that you have a pretty clear picture of what is a podcast and its casting abilities let’s dig into details to understand how can you be benefited from this cutting edge intervention.
Findings of a study conducted by Edison Research in 2014 reports that, out of the total time Americans spend listening to audio, 1.7 percent of time was devoted to podcasts.
Consider an example of Oldford – a young Canadian entrepreneur. He launched two podcasts in 2014, Limitless Business Podcast and Executive Minute. These podcasts quickly gained attention from masses with 41,000 downloads within a month from the launch date, having #1 hit on the Canadian iTunes business podcasts chart.
Oldford mentions that every time he interacts with someone following his podcasts he encounters an amazing relationship which cannot be obtained through any other medium. Recording and sharing the conversation with people allows him to deliver value to them, helping people to turn out winners, he adds. His entire philosophy of success revolves around this idea that he becomes a winner by default if he is able to make people around him winners in business.
Podcasts provide you with an opportunity to discuss topics of your niche’s interest and for many entrepreneurs podcasts turn into labors of love. When a right theme and plan is combined with time and efforts, podcasts can truly take off and monetize quite well.
While deciding the mission it’s important to keep one thing in mind – Plan a show that you’d want to listen. If you’re feeling it others will feel it too. In this regard, Oldford adds that setting a theme or planning a mission is all about building value in order to build your influence. This way you can talk to people who need to interact with you.
Think wisely, you can go broad and cover a wide variety of topics or go specific and focus on your target audience only. Either way, the more passionate and knowledgeable you are, the more fun you and your audience will have. In a way or other B2B growth Podcasts are proved to be most effective, aimed towards sharing success stories and proven growth ideas with a dash of entertaining elements.
Name acts as the face of your podcast, brainstorm all the possible names revolving around the mission and choose the right one. To know which one is the most suitable consider two things – Must grab the audience’s attention and should be according to what the show is about. An ironic or clever title caters to the flavor and personality of the podcast.
This might be quite challenging for a startup podcast but interesting interviews with a relevant and compelling interviewee can attract maximum listeners. To do so, tap into acquaintance and professional networks, ask them for a favor that involves helping you to interact with a most reputable personality that’s also relevant to your niche. Securing interviews with big-name professionals or start-ups can make your show a center of attention.
Try to opt for in-person interviews than those conducted over hone o internet. Face to face interview improves the audio quality and leads to a healthy discussion, helping the interviewee to feel more comfortable and engaged and personable in the conversation.
In the end, it’s recommended to share the edited interview with the interviewee and ask them for feedback or suggestions. This way the guest is also involved in the creation process which makes them want to express everything that they’ve preferred to work on.
You get organic reaches and subscribers without getting help from paid media when influential interviewees share the podcast with their followers on different social media platforms.
It’s better to have a scripted document to keep consistency maintained and stick to the plot or theme of the interview. This doesn’t mean you can’t go off the cuff, improvise the conversation as you like during the interview. The script is meant to provide a general idea and during the interview you’ll know how helpful it is to keep yourself on the track especially when your show has multiple segments. With a well drafted scripted you can easily make transitions between segments, keeping the natural and elegant feel maintained.
Just like a trailer, create a montage containing best clips of the interview and put them at the very beginning of the show. It works really well to hook listeners in the first 30 seconds. Make sure the clips are not revealing the core points but making the listeners curious to listen to the podcast till the end.
To earn credibility among listeners it’s important to get featured on the noteworthy iTunes podcast list. This will help your podcast to get most downloads and more recognition but this is certainly not possible with a poor quality audio. Along with valuable and interesting content or information in the podcast, technical aspects are required to be top-notch as well, like high quality audio.
Sponsorship and affiliate links bring a great deal of revenue. Considering Odford’s example, his podcasts were primarily focused on generating marketing leads for his digital marketing business. He said that prior to the podcast launch he received three direct business deals from the people he didn’t know.
Once the podcast is launched and recognized it gets rolling with active listener and downloads. Then podcasters look forward to monetizing the show to help it grow even more. When your show gains popularity among listeners, corporate sponsorships comes in handy, helping you with funds to earn profit and bring in more listeners.
Podcasts with strong following attracts sponsor to advertise their products and services. Sponsors usually ask for a small talk associated with their services in the beginning, middle or end of the show. The more sponsors you get better will be the earnings and promotions.
Olford’s podcasts hit #1 on the Canadian iTunes business podcast chard, right after the launch. According to him a strong start is important ad you need to have a pre-planned strategy. He said that he reached out to his friends and colleagues and asked them to download the show, subscribe, share and write reviews. This instantly created a lot of momentum upfront and helped the podcasts to hit #1 on the podcast chart.
Even after the launch a lot of work is required to help your podcast gain more recognition. There is no in between, do it right or go home. Speaking of Oldford, he doubled the frequency twice a week by posting a 3-4 minute podcast nugget daily at 6 a.m. As a result, the average reaches and number downloads increased immediately.
Being a podcaster it’s not appropriate for you to wait for your target audience to look up for you through search engines. Relying on podcast directories is not reliable either. The audience for podcasts is growing steadily and you are required to put in extra efforts to promote your podcasts. Consider the following marketing ideas to market your new show.
ITunes has 1 billion podcast subscriptions. People can easily look up for your show using the iTunes podcast directory. If you’re a new at podcasting, consider creating several episodes, RSS feed icon for your show, tags and albums to easily get recognized. Before submitting it to iTunes check your podcast’s validity at FeedValidator.org.
The google profile is readily available on all google properties. When you’re too involved in creating content in different you are most likely to forget that your Google profile is a perfect center for all the links redirected to the content.
It’s a great idea to pin a catchy image with description harboring show notes and including relevant keywords. Show notes provide a quick description of what your podcast is about. In order to prompt maximum visitors to listen the show, show notes should have a captivating title and engaging copy.
When it comes to marketing nothing can beat social media platforms today. Use different platforms like LinkedIn, it allows you to put media links in your profile. You can also use the summary and project sections to let people know about your new show. Facebook is ideal to feature your podcast, put the link in status update and include show notes. You can easily share your status update with maximum people by putting your podcast link on Facebook groups.
Using YouTube can serve your podcast reaching in a number of ways. Create a short video, about 2 minutes long, recording the segment and revealing people in front of the microphone. People are always interested to see Behind the Scenes (BTS), to know how your show is produced. Add descriptions under each video you post including keywords, this will pull in more traffic. As a result, your podcast will get more reaches and subscribers as long as you don’t forget to lead your podcast subscribers to the videos.
You can also use Spreaker – a podcasting service that can be linked to your YouTube account. Spreaker can transform the audio podcast into a static image video that can be used on your YouTube channel.
Shake hands with a podcaster, but make sure he is not your competitor. This partnership can be favorable when you’ll start promoting each other posts. For strong following you can even interview each other.
To provide people an instant visual explanation about yourself, your guests and the theme of your show craft a collage. Don’t make it look too over crowded or irritating to eye. Keep it simple yet catchy and remember you are trying to give them just a glimpse of all the fun they’ll have while listening the show.
Let’s say your show features big-name startups or professionals. Create a list of the top 10 podcasts with same theme as yours i.e. featuring startups and include your show as well. Pitch the list to bloggers who can write about the startups and to other podcasters in your list. This will help you to obtain reaches from multiple sources including blog posts.
Not everyone can turn their show into a great deal of revenue. Unlike many hobbyists, if your passion brought you smart earnings you can invite a financial publication to cover this success story.
Are you thinking about how to segment and identify B2B market segments?
Segmentation caters to effective and precise targeting. The accurate the targeting greater will be the chances for conversions. For B2B professionals the market is fairly broad. Proper segmentation can only be done after understanding the basic categories of your buyers as per certain factors.
The target market is divided into particular groups grounded on distinct or similar purchase needs for given products or services. Each segment has different needs and buying behavior. Each audience segment must have the following features in order to be used effectively by the marketer.
Generally when we speak of the market segmentation, B2C frame of market segmentation strikes the mind. However, B2B market segmentation is very narrow scoped as compare to B2C.
Quantifiable market size is classified according to income of company or entrepreneur
What is the size of company and income of the company? However education, family size etc rarely matters in B2B
Region (city or country or town etc)
Which country and regions we have economical buyers in?
Combination of geographic & demographic variables.
E.g. Non manufacturing countries like UAE can be good segment.
Lifestyle and personality
In this segment the marketer has to identify sensitive spot for relationship building with the client.
Need based benefit sought. (Other features of behavioral segmentation are rarely considered in B2B)
1. B2B segments are quality conscious, price conscious, time conscious (delivery). Generally quantity, quality, delivery and convenience as well as less risky payment modes are demanded.
2. The other part is you make separate customer and market profiles with respect to different products and services.
Contextual and situational
B2B clients are approached on different platforms
B2B clients are usually approached online on social media platforms, transaction exchange on whatsapp groups and so on.
In the light of above classification and B2B practices we can draw the following features of B2B market segmentation.
Generally the B2B market segments are not descriptive and wide scoped like B2C segments. Buyers who belong to B2C segmentation purchase for personal purposes rather than commercial means lower quantity and lower amount involved.
However in B2B markets usually purchase transactions are done on bulk quantities e.g. factories sell bulk quantities of fabric and clothes to wholesalers and distributors as well as importers.
Therefore in B2B market segments are classified with short names or description like:
Price Negotiators: The client who bargain on price where it is hard for the supplier to receive a reasonable profit margin.
Range Clients: The buyers who ask you to drop your MOQ to a certain level or ask you to sell as per their budget.
Delivery Buyers: The buyers who are concerned regarding timely delivery and safety of the products.
Quality Buyers: These buyers do not compromise on quality and will pay the price to the supplier for given quality. It’s an ideal segment for B2B marketers.
B2B buyers are very educated and well-informed about the B2B marketplace. They prefer a product or service that not only benefits in terms of ROI but also caters to their brand image. Lower price but cheap quality may cause them to lose existing customers let alone the new ones. Therefore, quality, quantity and price are the basic considerations of an average B2B buyer.
When it comes to segmentation the audience is classified into groups as per the extent of importance they give to each factor i.e. price and quality. Other than that segmentation based on geographic and demographic factors also plays a crucial role in precise targeting.
B2B marketing is certainly not a piece of cake whether you have just stepped in or spent years to create a pace in the industry. In both cases, advertising plays a crucial role in raising awareness and encouraging conversions, if done right.
When it comes to display advertising, many B2B marketers were left with a bad taste in mouth and for a significant amount of time ‘display ads’ were claimed as untrustworthy. However, the ineffectiveness of display advertising is associated with lack of context and value of ads.
Today, display advertising is back with a bang. Thanks to niche targeting that allows for the placement of ads on a huge range of websites and target customers as per their unique browsing behavior. On the other hand, for most B2B marketers display advertising is no less than a ‘blanket tool’ – a way to advertise their special offer or products and raise brand awareness to a fairly broad audience.
In a B2B context, marketing standards are required to meet certain standards like the audience has to be accurately targeted and the message must be exact and direct. For both the conditions, display advertising is extremely relevant for determined conversion rates.
Among many B2B marketing trends for 2018, display advertising is marked important due to the fact that it strongly supports the idea of result oriented marketing.
It is reported in a whitepaper by Bizo, when a leading B2B marketing software company was asked to inform about their top 3 marketing initiatives, display advertising was marked as most important, even more than Search engine optimization.
In addition, up to 90% B2B marketers report that display advertising more crucial now to their marketing mix as it was last year and 49% are planning on to invest in display ads more than they did the previous year.
If B2B display ads are put to work cleverly in conjunction with accurate retargeting then the audience that perfectly complies with segmentation requirements or the website visitors, can easily be approached and engaged in a consistent manner.
Accurate targeting and relevant ads makes the firm appear as a largely professional entity in terms of branding thus raising awareness among people and other companies.
A successful B2B marketer is the one that is interacting with the right audience at right places on the right time and specific targeting combined with buying mechanisms is the key to achieve such ideal marketing goals. Here display ads play a crucial role by effectively persuading the target audience and leave a lasting impact with clever and catchy images.
Those who have even a little experience with display advertising know that it’s no less than an opportunity for expansive reach and precise targeting at the same time. This also means that not a single dollar is wasted on segments that are less likely to take interest and respond.
A study reports that display advertising modifies the buying behavior from the very first exposure to brand to after the sale is made.
According to comScore, paid search only reaches 8% of the audience that matters to the marketers and email marketing is usually triggered by the size and value of the leads or email list.
On comparing multiple marketing initiatives with display advertising it’s pretty clear that display ads are the only way to successfully maintain precision and scale at the same time.
Every marketing initiative is grounded on a specific purpose and same is the case with display advertising but the motive behind has no certain limits. For instance, display ads are not only meant for promotion these can be used for any phase of the customer’s buying cycle.
Display Ads can be designed to raise brand awareness, educate prospects, enhance engagement in certain target segments and to close a deal as well. On the other hand, display advertising allows the brand to stay on top of the mind by keeping the current customers updated with new offers, services or products.
For every marketing tactic there must be a way to track progress. For display advertising deep insights can be obtained via full-funnel reporting and analytics that help analyze the direct impact of display ads on company’s objectives and other programs. Here the sales force also gets an advantage to understand customers better with having insights on their buying journey.
For a successful marketing approach and desired results B2B marketers need to emphasize on full-funnel marketing strategies. A marketing funnel refers to the entire buying process that initiates with prospects becoming aware of the brand, moves forward when they engage with the products or services and reaches the final phase with prospects ending up as customers.
A common mistake that most marketers make is that they solely emphasize on bottom of the funnel in order to generate maximum leads. On the other hand, full funnel display advertising influences the entire buying process by raising awareness, educating prospects before they engage to sales and attracting new leads.
There are few facts that do not fall in favor of display advertising and one may get confused with the idea of investing in display ads after knowing about them. Like for instance, a study conducted back in 2014, reported that peopled aged between 18-34 years are more likely to ignore ads that appear on search engines, social media or banner ads as compared to those on TV, radio and newspaper.
On the other hand, the significant proportion of people avoids responding to display ads. Here’s how:
Up to 50% clicks on display ads that appear on apps are accidental.
Banner ads are avoided by around 54% of people because they find it untrustworthy.
For 30% of people display ads are not only uninteresting but completely intolerable.
As mentioned earlier, display advertising has moved up the ladder since its inception. Still, it’s reported by Unbounce that up to 98% percent of marketers seem to waste money on display ads, then where the problem persists?
The core reason behind the failure is lack of understanding on how to leverage display ads in a way that make sense for the business’s goals and how to operate the software in order to do so.
Effective display advertising no longer prevails in face of banners skyscraper ad units instead it has worked its way up to Facebook newsfeed and also found alongside the updates from LinkedIn connections.
Initially Display Advertising somehow failed to deliver the expected customer turnout maybe because the expectations outweighed the input. However, over the time few tweaks in display ads worked for marketers and it began to gain popularity. Today, it’s one of the most effective way to modify the marketing funnel in order to obtain desired results.
Believe it or not, 80% of B2B marketers report that all their efforts geared towards lead generation are effective to some extent only. Enormous amount of work has been done to develop strategies but very little attention is given to why most of them fail to work.
Marketing team and sales representatives are not always on the same page. And lead quality is not the only thing that’s questioned. According to a research by IDC, up to 40% of marketing material is not utilized by sales representatives. The prime reason behind it is that the sales team is usually not able to either locate or access the marketing material when needed.
It can be concluded from the research that access over useful marketing tools can help generate qualified prospects in greater numbers and close more deals successfully.
But there are thousands of marketing tools at your sales team disposal, how are you going to figure out which ones are best for your business?
Although every business has its own unique nature and needs that demand different sales programs, here’s a list of 5 most optimal tools that can work for any business and sales professionals must be utilizing them.
For B2B sales professionals LinkedIn is one of the most powerful social media platform and constant activity on your LinkedIn network can help you stand out among your competitors. According to a study, up to 50% of buyers use LinkedIn when making purchase decisions.
The opportunity is quite clear that LinkedIn offers and not considering it isn’t intuitive by any means. After creating a strong LinkedIn profile that is compatible to industry thought leaders, here’s the tool you need:
In a world full of business software solutions, LinkedIn Sales Navigator has successfully cornered a critical market with no match. Sales Navigator is a key to largest buyer database where you get spectacular options like targeting, list building and certain integrations that will make your job easier like never before. In addition, when the tool is combined with a high-end CRM you get and organized, easy to access and never ending supply of qualified prospects.
Among all the trending marketing tools Autopilot comes with unique functionality and use cases. It allows you to have full control over how prospects are directed towards the sales funnel. You are able to personalize, automate and integrate the tool with other apps. Autopilot can keep track of complex paths with unique outreach methods, for instance, SMS and auto-updates to sales force many other data sources.
Nudge happens to be one of the most favorite tools among high-end B2B sales professionals. According to a study, 80% of respondents have faith in marketing tools that utilize artificial intelligence (AI) because it triggers work performance and create jobs.
Nudge uses AI to keep the sales force updated with actionable insights on targeted prospects. With access over this tool you will be notified when the prospects are mentioned anywhere on social media, news or elsewhere.
Having a tool that helps to trigger sales and build customer relationship means a major proportion of time that was consumed for prospecting can now be invested in selling.
A tool that makes execution and organization of commands and tasks easier is a cherry on top of all the sales software oriented tools. IFTTT is abbreviation for “if This Then That” and it’s a web-based free tool that works as a helping hand when it comes to posting same content on several social platforms.
Other than that, IFTTT can automate many other web application tasks and boast a number of features of commands and tasks that can be done on various services or apps that are majorly used by prospects.
Salesloft is a sales engagement platform but not a casual one, this is going to be a powerful addition to the sales team collection. Some huge names are using this tool including Facebook, Dell, Cisco and Namely.
The tool caters to customized sales communication and comes a few tweaks like a trendy email touch that integrates with Outlook & Gmail. Other key features include one-click calling that helps you connect with more buyers and data driven reports.
Your sales team is aimed towards generating qualified lead in significant amount and closing most of them successfully. Luckily marketing tools can make the task a lot easier when used right. All these tools have the potential to meet your versatile business requirements by enhancing multiple sales aspects like brand visibility, B2B lead generation, outreach and customer relationship.
The B2B industry is never going to stop growing; same is the case with pioneers of the industry who know how to maintain a benchmark in such competitive niche. Use of digital techniques and technologies is rapidly increasing to keep online customers engaged and everyone in the industry is aware of it, but B2B digital leaders go much further. They know how to superficially get involved with B2B marketing innovations and dramatically transform the organization’s marketing functions.
To take advantage of an explosion of B2B Marketing techniques and deliver personalization at scale the leaders of B2B digital world are seen emphasizing on predictive analytics, content and market automation and retooling of existing marketing strategies along with keeping a consistent customer experience maintained.
Consistency in customer experience can be maintained better after understanding the buying behavior of customers. Stats by Mckinsey suggest that B2B buyers are most likely to spend more when they interact with multiple channels like ecommerce store, field sales etc as compared to those who engage with one channel only. This triggers the need of cross channel integration but that also makes the entire process complicated. The fact that average B2B buyer uses six different channels during the decision making journey make B2B companies struggle with disjointed selling models.
In addition, mobile devices are most used by the buyers during their decision process. Study suggests that 90% of B2B buyers use mobile phone at least once during decision making. On the flip side, less than 10% of B2B organizations observe a compelling mobile strategy. Such difference means being ineffective in terms of providing buyers with easy access to functions over mobile devices ultimately pushes you three times backward from the top performing organizations.
B2B leaders are taking things to a whole another level. For instance, corporate clients that belong to leading B2B organizations have a single point access to features like personalized reporting and real-time account overviews along with the ability to hedge transaction and make payment from anywhere across the globe. They stepped forward and overhauled their customer data processes so that the information and solutions can be automatically updated across all channels.
The secret behind successful targeting of top performing B2B companies is advanced analytics tool that cater to enhanced insight generation. After these tools are put to work the sales force get a clear picture of what kind of content, services and offers will hit the right notes. Moreover, they can easily keep track of the customer’s decision making journey and respond prospects with tailored offers and advice.
Research reports that one-third of B2B companies move from the idea of a digital initiative to its implementation in one year span but only 15% consider methods that shortens the learning process and cater to prototyping at a faster pace. Cutting the learning curve short required for innovation and customer satisfaction accelerates the implementation of an effective digital initiative and in no time you move to a whole another level before anyone else gets there. For instance, to deploy agile development practices in short time leading B2B companies take advantage of digital hackathons – a social coding event where diverse programmers gather to improve an existing software program or build a new one.
Increased awareness and a transformed buying behavior of B2B customers grounded on research and purchase through digital channels has expanded the role of marketing. Effective marketing strategies are responsible to shape the customers buying journey and lead them towards a successful solution. Digital B2B leaders never refrain from reworking their marketing budget and spending mix and strongly adhere to shift more resources towards digital channels, to stay ahead of their peers.
Reviving existing digital capabilities must never go out of the picture to ensure the lead. These are some basic marketing practices that require transformation with passing time.
Brand – Branding can be further enhanced by opting for methods other than traditional options like TV and print ads. For example, brand story telling is not just innovative but also known to leave a lasting impression.
Events – General B2B events are one of the most important elements of marketing and makes up to 20% of marketing budget. Fusing in digital technology can maximize the impact. For instance, participation from people outside the convention hall makes a difference and that can be done be encouraged through digital and social channels. Webinars can also be used reduce costs and increase audience engagement.
Digital Presence - Introducing mobile apps influences the ease of use by catering to personalization and engagement
Overall, the key to generate revenue and is transformation as it is the major approach of leading digital B2B leaders. The consistently changing face of B2B marketing clearly indicates that for any organization to lead, a journey through faced processes is required to be made to revive and evolve.