Learning the ins and outs of B2B marketing campaigns? Run a B2B marketing campaign that gets results by focusing on marketing automation, social media, marketing metrics, and quality content.
B2B Marketing Campaigns: Marketing Automation
Answer the following questions honestly about your own organization:
- Can you identify, track and, engage individual buyers online?
- Are you filtering leads based on level of engagement and interest?
- Can you do all of these things without wanting to tear your hair out?
No? If you had marketing automation, you could.
Marketing automation allows departments to demonstrate the ROI of their campaigns. The ability to demonstrate the effectiveness of campaigns is helping marketing departments move from cost centers to revenue generators. When marketing teams are able to prove how their campaigns impact the bottom line, they continue to gain more budgeting for marketing programs. With more support for their marketing campaigns, marketers are better able to try things out, get creative, and execute new campaigns that will empower lead generation.
B2B Marketing Campaigns: Social Media
Social Media has become an integral part of any business’ marketing mix. From some of the world’s top brands to your local neighborhood ice cream shop, brands are embracing the many uses of social media for business. However, while restaurants, retailers, and consumer-facing brands have found success in using social media, one of the biggest questions left lingering out there comes from B2B businesses. Do they belong on social media and how can they use it effectively?
The simple answer is: Yes, B2B brands definitely have a place on social media. B2B brands should have a strategy built for their business; social media isn’t one-size-fits-all.
B2B Marketing Campaigns: Marketing Metrics
Some believe that as consumers shift from brick-and-mortar shopping to online shopping, a business owners’ ability to understand who their customers are is inhibited. The growth of marketing analytics has debunked this myth since analytics programs create large, in-depth user behavior and audience reports. It’s becoming easier for marketers to understand their customer audiences, and learn better ways to market to them. Some of the items to understand about your website and visitors:
- Traffic source (where does most of your traffic come from?)
- High traffic pages (where do they spend the most time?)
- Location (do you know where your website visitors live? In a non-creepy way…)
Analytics gives marketers a clear understanding of website visitor behavior and explains how they move through the site, what pages they spend the longest time viewing and the percentage of viewers who engage with your business. Understanding discrepancies in user behavior allow you to better suit the needs of your website visitors, which may increase their likelihood to convert.
B2B Marketing Campaigns: Content is Everything
“Nobody reads anymore.” Today, this is a statement that certainly rings true in all aspects of everyday life, and certainly in business. Decision makers and business leaders across industries are busier than ever—bombarded with emails, print catalogs, sales calls and meetings that consume their time and energy. This means that when it comes time for them to take a moment and do a little research or learn more about your company, you not only have to tell your story in a meaningful way so it resonates, but you also need to tell it fast. The phrase “nobody reads anymore” isn’t meant to devalue the power of words but emphasize the importance of saying the right words, presenting them in the right way, and conveying them at the right time.