How to use B2B Marketing Techniques to win Customer Attention

Posted by frank harris on 14/02/19 10:23

How do you increase customer engagement?

customer engagementEveryone in B2B marketing is competing to capture the attention of our best prospects and customers, and that’s not easy. We’re bombarded daily with information from all sides and individually choose to let in what we care about in the moment and block out anything that just creates overload.

 

With research and buying habits from our personal lives influencing our professional lives, there’s a battle for attention that’s getting tougher to fight every day. Just like we disregard a commercial on TV or an ad in a magazine due to its lack of relevance to us, we also block out communications from brands that don’t resonate or address challenges we’re facing.

 

Engagement is the new currency in B2B marketing. When we can capture and hold the attention of our personas, we have a real opportunity to nurture and mature our relationships.

 

Here are four things to consider when trying to build trust with your audience:

  1. Focus your efforts on those you want to engage

The notion of mass communication has been proven to reduce engagement and ultimately dilute performance. Getting people to read your latest eBook or visit your website is fine, but if none of them have the potential to turn into customers, have you really achieved anything?

 

A better way is to get specific with whom you want to reach. An Account-Based Marketing (ABM) strategy can help focus your efforts on personas that have the highest propensity to engage with your message and turn prospects into customers at a higher rate.

  1. Target for engagement

To target for engagement, you first need to build a target account list involving your sales team. In doing so, you should answer these questions:

  • What companies are most important to achieving your revenue for the year?
  • Who are the 20% that are going to drive 80% of your results?

You can take a few different approaches to build this list: Engage a predictive analytics company; identify the vertical industries the sales and marketing teams are already targeting; or understand how strategic accounts are included in your target account list.

 

Whatever path or combination of paths you choose, you need to collaborate with your sales team and ensure they provide insight on the list based on their experience in the field.

 

Once you have your target account list, begin marketing to these accounts to increase your awareness among them. You can’t control when those accounts will evaluate solutions like yours, but you can make sure that you are top of mind when they do and that you deliver relevant, contextual content that keeps them engaged and helps throughout their journey.

 

Consider continuous campaigns that will keep you in the game but reduce waste through specific targeting.

  1. Measure by engagement

Most marketers want to focus on an attribution model that shows revenue optimising for channel and assets - and that’s a good thing. But don’t lose sight on indicators that can provide key insights into what drives that attribution.

 

Before you begin your engagement-focused campaigns, take a benchmark for 30 days to understand how your accounts are currently engaging with your campaigns. This will be imperative to understanding the impact of your marketing on those accounts.

 

Then, as your campaigns launch and complete, measure the engagement you achieved with your target accounts. The accounts that increased the most represent the lowest-hanging fruit for deeper-funnel campaigns that drive those directly attributed results.

  1. Enable sales to identify and act on engagement

Around 80% of website visitors aren’t from accounts that are likely to buy your solutions. So, focus on what matters most to the ones in the 20% - accounts that are engaged and most likely to turn into sales opportunities.

 

When there are spikes in engagement from an important audience, capitalise on and convert that engagement into business results. This can be easy to do when you have known people in your database, but it proves trickier when those triggers are anonymous.

 

It’s critical to be able to identify both types of spikes and supply sales with the intelligence they need to get ahead of the competition.

 

Leads alone are no longer adequate for your business. With limited attention spans, we must be able to drive deeper engagement with our target accounts and turn that engagement into actionable insights.

Then, we can determine our campaign performance and enable sales teams to act. Engagement - through relevance, timing and enablement - is how we will deliver the best results.

 

For more on best practices in B2B marketing for small businesses just follow the link below>>>

 

A Guide to B2B Website Marketing  for Small Businesses

Tags: b2b marketing, b2b customer leads, behavioural marketing, b2b customer experience, b2b marketing tips, b2b web personalisation, b2b behavioural marketing, b2b integrated marketing

Instantly Engage More of your B2B Customers that Matter in Four Steps

Posted by frank harris on 21/06/18 15:22

b2b_website_marketing_leads-resized-600The website is the hub for all B2B customers and prospect activity in the business-to-business (B2B) marketplace.

 

Every single deal that you close has touched your website at some step of the buying process. Still, most B2B companies earn most of their revenue from a very small percentage of their web traffic – most often because only a portion of their traffic is in their “Sweet Spot.”

 

Sweet Spot” accounts share certain select characteristics with your best customers. By optimising your website for Sweet Spot prospects, you can accelerate revenue and entice more of those premium visitors to convert. As a B2B marketer, you need to rethink how you can convert more first-time visitors from your Sweet Spot accounts the moment they arrive at your site. If you do, you’ll see a staggering increase in the number of highly profitable leads that rapidly enter the sales cycle and become pipeline.

 

B2B’s have some challenges when trying to weave past browsing history into personalising the web experience. While there might be some periods of intense web visit activity if a company is engaged in a buying cycle, most visitors to a B2B site are not going to be repeat visitors.

 

Think for minute about how an air traffic con­trol tower lands every plane safely at an airport. Just as the controller guides each plane in to safely land, your website must guide your visitors to the content that you think they need. However, the air traffic controller has radar systems to tell them what is coming so that she can prepare.

 

Here are 4 steps to help B2B websites “prepare the runway.”

  1. Figure out who’s important

It’s more important to serve the needs of the biggest planes first. But by “big” we don’t mean the largest companies. We are talking about the companies that are either your best customers or that are very similar to your best customers.

 

After all, your next customer is probably going to look a lot like your other customers. Conduct a data analysis of the accounts you’ve closed in the past 12 months. This step is your preparation work for the remaining three, so take it seriously. If you don’t, your planes will either run out of fuel or try to find another airport.

  1. Figure out who’s the MOST important

Prioritise your personalisation strategy to serve the segments most likely to drive revenue. Sometimes, B2B marketers make the mistake of focusing their web content strategy exclusively on lead generation while neglecting the needs of their customer base. Statistically, it’s much easier and cheaper to sell to current customers than to create new ones.

 

Organise your offer around your typical relationship with a customer. Do you frequently begin working with companies on one offer? Ensure they see content designed to help them succeed using what they have, or quickly connect them with the human resources dedicated to serving their needs. Then, as customer relationships grow, target them with messages about other products and services that are the next step in their relationship with you.

  1. Serve the needs of your most important visitors (even if it doesn’t drive conversion)

Now you know what characteristics your target accounts share, think about what you would be looking for if you were in their shoes, based on their relationship with you.

 

Guide B2B customers to your support and success teams. Show success stories about the product or solutions they’re considering. Construct custom offers for your personas based on the factors that led you to identify them as important.

 

The secret to successful personalisation in B2B is that the strategies that will generate the highest return often aren’t very sophisticated. In fact, customisation can simply mean changing the description of a white paper or case study that’s featured as the offer on a page to make it sound more relevant to the segment in question.

 

Once they find what they are looking for, a relation­ship is formed. They are engaged, and engaged visitors often convert as they have discovered con­tent that is relevant to their needs. And if they don’t convert? They were still engaged, and will have had a positive experience with your brand.

  1. Get some radar

If you don’t know who’s on the radar, you can’t prepare the runway for landing. Identify the companies visiting your website before you interact with them, delivering actionable insight into how those companies fit into your most important target segments.

 

For example, those who click through to an offer should encounter a landing page with a much shorter, smarter web form, with few images and no new content needed to be created. Simple and easy. How’s that for a perfect landing?

 

For more on conversion of leads just follow the link>>>

 

Nurturing Leads in  Small Business Marketing 

Tags: b2b marketing leads, lead nurturing, personas, b2b customers, b2b customer leads

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