There’s no doubt that marketplaces have become more complex in recent years for B2B and B2C organizations alike.
With the start of a new year, there is ample reflection and strategizing among marketers about how we can better reach and respond to our audiences to drive higher business value, increase engagements, boost customer retention, and gain more valuable outcomes of the like.
While there tends to be a lot of attention on the B2C space in the media, and how companies can effectively target today’s high-demand consumer, who requires personalization to thrive, many similar themes can be applied to the B2B space.
While conversing with Marketing Consultants at Ledgeview Partners, there was a consensus of opinion that a B2B’s approach to digital marketing has evolved to more closely echoe that of the B2C space.
Among our experiences with customers and peer connections, conversations revolve around the digital experience of the customer and its importance, whether they are in a business-to-consumer (B2C) or business-to-business (B2B) space. We often ask ourselves: How can we create more dynamic, engaging, and personalized experiences for them that boost their return on investment (ROI)?
Inbound content is in growing demand for B2B marketers. Though, this certainly isn’t a revelation.
Julia Anthony, Marketing Consultant at Ledgeview Partners, says, “You have to be more strategic (as a B2B marketer), with content and timing. This really isn’t something new, and depends on who the customer is.”
Customers want insight and awareness into the credibility, offerings, and expertise of an organization at any given moment. Having relevant resources to back your brand is invaluable. Keeping everything up to date is just as pertinent in the grand landscape of an effective content marketing strategy, but this isn’t the only method that works for marketers.
This strategy is among many that B2B marketers are focusing on more and more everyday. The businesses we partner with want to see more of this happening within their organizations.
Many B2B marketers now combine the powers of inbound and outbound marketing to activate their dual powered marketing, maximizing on their potential and talents.
Some of the most popular strategies for success include:
Our goal, in collaboration with Act-On Software, is to help make you the master of your marketing strategy to produce more effective outcomes across your organization.
Among these methods, B2B marketers must consider the conciseness and personalization of their email marketing messages, which leading marketing automation technology can help organizations with seamlessly.
Customers are more intelligent with the vastness of the internet, and often know more about your company, sooner in the sales cycle, than you know about them. The funnel is not static.
If messages miss this criteria, unsubscribe rates are prone to go up in a hurry.
High customer engagement rates and click-through rates (CTR) depends on your ability to connect with them on a personal level and focus on their humanity, rather than robotic, mass-send, general messages that could apply to anyone.
B2B marketers must put more emphasis on strategy, content creation, and timing to put themselves ahead of the competition.
To help move your customers from consideration to the decision-making stage, the touchpoints you create on this conversion path should mold to their unique buyer personas and objectives.
Like any relationship in life, you must nurture customer relationships to let them grow and expand into something greater!