Today B2B firms require a strong digital marketing strategy to succeed in this competitive market as prospective clients and partners are searching and evaluating B2B solutions and services online. B2B marketing should be focused on creating thought leadership, offering clear value propositions and supporting in-bound lead generation. All three goals are supported by compelling content to capture the B2B decision maker’s attention alongside enhancing the brand value in the traditional market as well as the digital channels. The marketing strategy ultimately should be geared towards qualified lead generation. For a business, lead generation is directly proportional to the success of the B2B strategy.
The way to create a successful B2B marketing strategy—-
Understand the Business context:
Putting together a word strategy document doesn’t define the success of the business. One needs to understand the scope of the business and analyse the mindset of the buyer before designing content for the marketing campaign. Any content that you create should directly speak to your target audience and should be mapped to every stage of the buyer’s journey – from awareness to selection & post sales.
Figure out the target audience:
For any business, there will be an ideal customer segment. First, you need to develop your ideal target buyer persona to understand their friction points and then develop strategies to help them engage better with your brand. The more precise you are with your understanding of customer base, including geographic, psychographic and demographic characteristics, the better the results you will achieve with the marketing campaign.
Choose the best Marketing Channels:
Choosing the right marketing channel is vital for success. There are numerous strategies you can employ to reach the target audience. Some of them
- Data-driven marketing
- Cross-channel marketing
- Account-based marketing
Data-Driven Marketing: Refers to marketing insights and decisions which arise from the analysis of data about consumers. It will help in collecting inputs from hundreds or thousands of consumers within hours with fewer budgets and develop accurate buyer personas and their pain points. Use this information to develop marketing strategies.
Cross-Channel Marketing: Today, marketers have more data on their customers than ever before. The challenge is how to influence customer across multiple channels as customers navigate multiple digital channels, like email, social, videos websites and others. Smart B2B companies use customer data to understand their customers’ browsing behaviour and provide multiple touch points on those channels to increase engagement with their customer base.
Account-Based Marketing: ABM is personalizing your marketing campaigns by target accounts,is based on account awareness and involves communicating with individuals or entire accounts in a way that resonates with that account. According to a market survey, by the end of the year 2017, more than 75 percent of B2B digital marketing companies will have staff dedicated to ABM program.
Measuring Goal Conversion and Analysis:
Just as you think, the bottle cap is about to open; there will be advances in technologies and strategies that will add a new and better way of reaching out to your customers. Constant improvement and consistent analysis will be the hallmark for your B2B marketing strategy success. Measurement and analysis will help you spot critical gaps and allow you to accurately align your strategy to match the benchmarks and demands for your business in the market place.
For brands looking to leverage marketing strategy for achieving high returns, outsourcing the strategy to an experienced digital marketing agency may be a wise thing to do.
Reena Joseph is a digital marketing expert with more than 3 years of experience. Adding to this she is a passionate blogger who in her spare time like to write on enterprise digital marketing services and explores her content on different digital marketing channels.