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

Three Reasons to use B2B Integrated Marketing in 2019

Posted by frank harris on 20/01/19 16:13

integrated-marketing-communicationsDo you understand integrated  B2B marketing?

 

We are all familiar with the chaos of the modern consumer journey and rising consumer expectations for personalisation and convenience. There’s more content than ever and there are more touchpoints than ever. According to BuzzSumo’s 2018 Content Trends Report, only 50% of all content gained 4 shares or more across all main social networks - half of what it was in 2015.

 

And we often blame this shifting and fragmented media landscape for:

But the reality is that we must look inwards to understand how those of us in small business B2B marketing, may be contributing to marketing’s ineffectiveness. 

 

Here are three reasons to make building integrated marketing a priority in 2019.

  1. Your B2B marketing looks inefficient and misaligned

Do the points above sound familiar? A lot of these common B2B marketing challenges stem from lack of alignment and governance. And 65% of the content that marketing teams produce is wasted. SiriusDecisions has found that 60-70% of content goes unused in B2B companies, representing a large amount of waste

  1. Customers don’t care about your silos

Remove marketing silos once and for all, especially the segregation of “content marketing” from the rest of your marketing. Content touches every department: from PR to social to TV to digital. It has become a company’s business asset, IP and product all in one; despite this, we’re still pursuing separate agendas, metrics and technical operations. 

 

The siloed nature of some B2B SMEs makes it difficult to create a cohesive experience for customers.

Digital marketing fragmented not only the agency landscape but also the marketing function. Now, it’s time to reclaim unified oversight with content operations. According to the SiriusDecisions State of B2B Content Study, only 14% of companies rate themselves as advanced in operations. Effective operations mean increased collaboration across departments and functions, integrated planning, transparency across teams, and a shared vision for what success looks like. Technology can help build a robust operations function when there are the right champions and strategies in place behind it.

  1. We’re contributing to the internet version of noise pollution

Content is overwhelming us all, and it’s being churned out by brands and polluting our working environment.

 

So, stop creating content without a clear why. According to the ANA, only 25% of CMOs’ digital media investment reaches target audiences,” representing “more than $20 billion of marketing waste.

 

Content waste is defined as an investment in content that has no strategic purpose or business impact, offers little value to the customer, was poorly executed, or was duplicative.  

 

What’s causing this lack of strategy and waste? The most obvious answer is a lack of visibility resulting in content duplication, an inability to combine campaign efforts, and challenges maintaining brand governance.

 

Alternatively, your teams may be working well independently but be missing a major opportunity to collaborate more broadly across the company.

 

Working towards a holistic programme that aligns disparate production efforts and integrates various work streams across multiple calendars will give savvy brands the upper hand and help break through the noise.

Start 2019 Off with an Integrated Plan

The benefits of building a more integrated marketing organisation are clear. Investing in integrated marketing will:

  • Improve operational effectiveness and efficiency across the marketing organization.
  • Break down silos and encourage collaboration and efficiency.
  • Champion omni-channel marketing in the client organisation.
  • Position content as an asset that should be managed like all business IP.
  • Support the creation of a seamless and consistent customer experience.
  • Start looking within your company and reflecting on where you can improve operations and planning. 

Start by asking one simple question: what is a shared goal your teams can start to collaborate on? Start small but keep your focus on delivering an integrated, measurable, and relevant content experience across all customer touchpoints.

 

This is not a new idea but to see how you can get your online marketing integrated a start point, why not download my eBook from this link>>>

 

b2b lead generation

Tags: integrated online marketing, get more leads, integrated internet marketing, b2b behavioural marketing, b2b integrated marketing, integrated b2b marketing

Subscribe to Email Updates

Now you've read this article why not subscribe by filling in the form above and keep up to date with all that's happening in the world of Inbound Marketing

 

FREE eBook Effective Inbound Marketing Campaigns

 

  FREE eBook "Social Media Marketing"

  10 Things to cut from yourMarketing in 2014

Most Popular Posts

Follow Me