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

10 Ways your B2B Marketing can use Case Studies to get more Clients

Posted by frank harris on 10/01/19 10:11

case studySeveral factors distinguish B2B marketing from consumer marketing.

 

Firstly, there are typically multiple buyers and influencers involved in the decision-making. They will have varying interests and perspectives: financial, functional, operational.

 

Secondly, B2B sales cycles are generally long, largely due to the products and services being more complex.

 

Thirdly, B2B buyers are more informed. They must be because the consequences of making a poor decision can be severe. And they can be because everything a B2B buyer needs to know is literally at their fingertips.

 

According to Forrester, 59% of B2B buyers would rather conduct their research online than interact with a salesperson. Yet, 74% of B2B buyers will appoint the first supplier that helps them define the solution to their problem and shows them how to turn it into reality.

 

For marketers, this presents a real dilemma. How do you market to a warm lead that doesn’t wish to be marketed to?

 

The answer is to be visible and relevant online - at the right place at the right time and with the right content - so that potential clients can educate and inform themselves until they’re ready to start a conversation.

 

Case studies are one of the most effective ways of educating and informing B2B buyers. Case studies are perceived as having more credibility than other sales or marketing tactics in environments where the credentials of competing businesses are relatively similar. They provide testimony of an organisation's prior experience, evidence what’s been done, not what you might be capable of doing.

 

How do you make high-quality, highly effective marketing case studies? Here’s 10 tips:

  1. Know your Personas

Before writing up a case study make sure you identify your personas. Who are the buyers and influencers of your services or products? What do they need and want to know? What’s relevant to their purchase decision and what’s not?

 

Identify your personas and then write for them.

  1. Choose wisely

Find a case worth sharing by virtue of its complexity, peculiarity, importance, profile, challenges and outcomes.

 

A case study is an opportunity to showcase your company’s expertise, ability to think outside the box, superior outcomes, distinguishing features, and exceptional client service.

  1. Design a B2B Marketing Case Study Template

A case study template will help you to maintain consistency. Your case studies will have a common look and feel; and will share the same structure and sections.

 

When designing your case study template, anticipate the need to incorporate graphics, illustrations, callout boxes, direct quotes and imagery to illuminate key points and bring your case studies to life. Use visuals and make them brand-compliant.

  1. Permission and Approval

First, ensure you secure your client’s written approval before you publish. Store and link to the case study so it can always be located.

 

Also, secure permission and copyright for the use or reuse of any photographs, imagery or illustrations.

  1. Make them Accessible

Consider where, when, how and who will use your case studies.

 

Make it easy for your colleagues to access them – house them in a shared database. Your colleagues should not be held hostage to marketing every time they need basic marketing collateral.

 

Similarly, make it easy for your clients, prospects and other stakeholders to find, print, download and share your case studies. Tag your case studies by industry and issue and make them keyword-searchable.

  1. Show, don’t Tell

Case studies are highly effective at building awareness and driving consideration. But while the desired outcome is to sell your services to existing clients, and attract new ones, case studies aren’t sales pieces.

 

A case study is a modest, factual record of what was. Don’t be vague. Don’t generalise. Don’t speculate. Be specific. Stick to the facts. Tell the story and let the outcome speak for itself.

  1. Tell a Story

Case studies shouldn’t be dull and boring. Tell a story: this was the challenge; this was the solution; these were the results.

 

Write in the narrative. Be efficient with your words and focus only on what is relevant. Relay events in chronological order so it is easy for your personas to grasp the relevant details and appreciate the outcomes were achieved.

  1. Provide Context

Without context, a case study lacks meaning and impact. Include an analysis that describes the client, the challenges they faced, relevant factors (e.g. political climate, established or pending legislation or regulations, economic factors, competitor activity and so on).

 

Many B2B companies are reluctant to name their clients. And many clients don’t want to be named. You can still create a case study even though the identity of the client must be hidden. If that’s the case, help your readers relate to the situation by describing the client as much as possible – for example, its industry, headcount, turnover, ownership structure and key markets.

  1. Build a Library

B2B buyers rely on content including case studies to make or justify their purchasing decisions. In 2016 Demand Gen research indicated 47% of B2B buyers consult three to five pieces of relevant content before engaging with someone from a supplier. Make sure you have a reasonable volume and variety of case studies available. Keep them up-to-date and add new ones to your library whenever you can.

  1. Lessons learned

Have the courage to address lessons learned. Your existing and potential clients will take comfort from knowing your business is committed to capturing knowledge, adapting to change, and sharing best practice. It’s not about showing weakness; it’s about showing humility. Talk to what went well, what was unexpected and, when appropriate, what you’d do different.

 

Case studies are personal to that company. To learn how to personalise your website just click below:

 

B2B website personalisation

Tags: b2b marketing tips, small business web personalisation, b2b web personalisation, b2b behavioural marketing, b2b case study, b2b case studies

6 Tips on B2B Behavioural Marketing

Posted by frank harris on 09/01/19 16:19

behavioural marketingWith new technology, channels and tactics like B2B behavioural marketing available for interacting with customers and prospects, marketing is an ever-evolving discipline.

 

There’s a relatively simple concept behind much of this improvement - what someone DOES is important in deciding how to convince your personas most effectively.

 

Behaviours represent insight for the marketer to listen closely and act on that information.

 

When you use B2B behaviours to trigger interactions with an individual — the customer focus it encourages is the underpinning of improvement.

 

For many companies, the prospect of implementing behavioural marketing initiatives presents challenges and uncertainties that can prevent them from going down this path and grasping the benefits that can occur. These 6 tips will help you get started.

1. Avoid Becoming Overwhelmed.

With customer behaviours happening every second of every day, updating your existing processes to deliver ideal content at the perfect time for each contact in your database is daunting. However, you can use behavioural marketing to gain improvements over time and make measured, positive change.

 

As you begin your implementation, it doesn’t mean you have to change every marketing practice on one day. The key is to think of behaviours as a new way to look at your entire marketing effort.

2. Assess and Upgrade your Technology

Often, your existing email platform simply runs out of steam as your lists become bigger and your desires become more behavioural.

 

If it’s time to upgrade, spend time with your industry peers and understand which vendors have the best solutions for your business. Build ROI cases based on data from industry analysts and customer case studies.

3. Assemble the Right Team.

Behavioural marketing is a mix of art and science. We use our creative brains to model customer journeys, and scientific methods to track and assess events within those journeys, and then again use our creativity to deliver the best message at the right time.

 

Therefore, you’ll see effective marketing teams seamlessly blending the two skills together.  So, choose consultants or employees with these attributes. As the market is moving toward more quantified, personalised buying experiences build your competency now to pay dividends in your future.

4. Track and Segment Personas based on Website Behaviours.

Now you’re ready to begin. Start by capturing the behaviours of website visitors to link their actions to known users and tie behaviours to previously anonymous visitors if they identify themselves in the future.

 

You’ll need to work with IT to install the JavaScript tracking code. This one-time effort opens a customer-level view of behaviours that should flow into your marketing automation platform and become elements you can query.

5. Employ the “Next Six” Methodology.

How can you refine your marketing to be more behavioural-driven, whilst executing your current campaigns?

 

A good way to make this change over time is to improve in small chunks, over a specified period. This simpler view of change is that you only have to plan changes in groups of three to support a larger change initiative. And if you tackle three of these per quarter, you can change your marketing approach in the course of 12 to 18 months.

 

If you’re good at planning and delivering change, then the next step will be to add a third element like a CRM. Give yourself a year or longer to tackle these big efforts, but ensure you remain dissatisfied with your current state and always be moving forward.

 

Take the time to fully articulate your future state at 12, 18 and 24 months. Be very specific about what capabilities you’d like to have, and then back the changes required to get there.

 

6. Pick 3 key Behaviour-driven Automated Programmes to Build and Launch.

To start your behavioural marketing journey, consider focusing on these three specific programmes, which will yield strong returns for most businesses:

  • Cart or process abandonment - In many cases, a series of 3 messages will yield the best results. Spend time thinking about the pace and content of each of the three messages. The first should be within 30 minutes of abandon, the second should come the next day and perhaps feature an offer, and the final should happen roughly two days later and make your absolute best case for the purchase, trial download, etc.
  • Browse abandonment - Once someone visits one or more product pages on your site, your browse abandonment programme should automatically trigger a message featuring the best sellers in the category and include a call-to-action. By playing back content the person is interested in, you subtly reinforce that you’re paying attention, driving personalisation through the roof.
  • Welcome campaign - A comprehensive, well orchestrated welcome process can create an deeper bond with a recipient. You might begin a welcome series with a simple thank-you message, move on to content about your online offering, and close with an offer designed to drive the purchase. Keep it personal, light and informative and you’ll build a quick rapport with new customers, which often leads to more profitability later.

As you continue implementing more behavioural marketing tactics, you may have to go down a road that’s unique to your business but remember that rarely do bad things happen when you’re relentlessly moving forward. Be thoughtful and realistic, but don’t hold back. To help you further click the link below>>>

 

B2B website personalisation

Tags: b2b marketing tips, small business website marketing, website marketing for small businesses, small business online marketing, b2b web personalisation, b2b behavioural marketing

Small Business B2B Website Personalisation

Posted by frank harris on 04/01/19 11:04

website personalisationToday, web personalisation is a marketing activity that creates a more meaningful experience for your customers and generates better business results. How? The eBook associated with this blog will explore that question and more.

 

First, let’s start with an example that illustrates why web personalisation is a critical component of your B2B marketing activities:

 

As a small business, I hope you are not sending the same exact email to your entire database, even if it is well tested and delivers results. Your database is comprised of multiple segments and different types of customers.

 

Some people may be very new to your product or service, while others are long-standing customers, so sending the same communication, offer, or content piece to all is not effective.

 

But most companies are doing just that, daily, on their website. They offer the exact same experience to every visitor, every time, regardless of their behaviour or attributes. And each month, they do it hundreds of times as active prospects and customers visit their site.

 

So, while you understand how detrimental a repetitive experience is on email - often that thinking doesn’t extend to your website. And that’s a mistake when you think about how much of your interested audience you alienate every day by skipping the chance to speak to them as individuals on your website.

 

For a business whose activities drive toward key metrics - conversion, engagement, and increased lead generation, failing to utilise your website in the most effective way possible has a measurable impact. This is because your website is the hub of your marketing activities and web personalisation is proven to make that hub (and all your investments that drive your audience to it and keep them there) much more effective.

 

A report by VB Insight found that 87% of companies see a lift in key metrics (such as conversion rates, engagement rates and lead generation) when they employ personalisation. Within that group, 40% see an uplift of more than 20% in key metrics. Missing the opportunity to connect with your buyer ultimately means lost revenue, yet fewer than 20% take advantage of web personalisation to improve their results.

 

This fact is compounded by today’s expectation of instant gratification and a wherever/whenever

dimension to every aspect of online experience. Now, more than ever, your personas are better informed, more selective, and quicker to say no. Each day, they are bombarded with new marketing messages, so only the most targeted and relevant messages earn their attention. If your website doesn’t immediately address a buyer’s needs, they will bounce and seek or information from somewhere else.

 

So how do you create a website that accelerates engagement, conversion, and retention for your prospects and customers, and creates a more relevant experience for your buyer?

 

Just like you would not send the same email to your entire database, you do not want one, generic message on your website. To be effective and relevant for every individual or segment in your audience, you need multiple, personalised messages.

 

Web personalisation is a critical component of your marketing – from creating a great customer experience to driving better conversions.

 

The goal of the eBook is to provide an overview of the web personalisation landscape for small B2B business. It will help you learn how to create a personalisation framework for engaging your audience more effectively - specifically on your website.

 

This eBook is created for small businesses who are considering using, personalisation on their website and across their web channels.  You’ll learn:

  1. What Web Personalisation Is: This section defines web personalisation and how you can use it to create a dynamic, relevant web experience for your buyers.
  2. How Web Personalisation Helps Business: By moving the needle to enable them to deliver a continuous, personal experience to individual visitors at Personalised experiences result in increased brand preference and loyalty, improved conversion rates, and ultimately an uplift in sales.
  3. How to Create a Web Personalisation Strategy: We will walk you through how web personalisation fits with your overall marketing goals, your customers’ journey, how to define web personalisation goals and helps you identify early metrics to track.
  4. How to Select the Right Message: Content is the key to communicating with your audience, and it’s a critical component of web personalisation. This section examines how to choose and create the right content for your web personalisation activities and where to serve it on your site.
  5. How to Measure Your Web Personalisation Activities: Metrics provide the feedback you need to understand the success of your web personalisation activities. This section examines the different metrics you can use to measure success from engagement to conversion.

 Use the guide, that you can get from the link below, to help you get started, take your web personalisation to the next level, and drive revenue.

 

B2B website personalisation

Tags: small business website marketing, website marketing for small businesses, small business online marketing, small business web personalisation, b2b web personalisation

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