In an increasingly competitive market where consumers are inundated with advertising messages, standing out is a growing challenge. Improve the Performance of Marketing but how can you increase leads, sales opportunities and revenue from your B2B campaigns?
In this article, we’ll reveal 6 proven B2B marketing strategies that can help you achieve your business goals more effectively.
Read on!
5 B2B Marketing Strategies to Increase Leads and Sales Opportunities
In today’s B2B business, everyone is trying to improve the performance of their marketing campaigns. CEOs are pushing CMOs to achieve better results, while CMOs are challenging their teams to increase leads, sales opportunities and revenue from all marketing initiatives. But this is easier said than done.
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It’s harder than ever for marketers to stand out from the crowd: prospects are inundated with advertising messages and technology tools are increasingly effective at filtering out unwanted messages. However, there are ways to tip the scales in your favor and improve your performance.
Here are 6 tips to get real results for your customers!
1. Use customer-focused storytelling
When business leaders think about campaigns, they typically start with the products or services they want to promote. That’s a good place to start, but it’s important to quickly move on to considering what stories to tell about the challenges prospects face with those products or services.
B2B campaigns should start with customer needs, not products.
Additionally, you need to tell prospects something no one else is saying. Even if others offer the same services, before you start building specific marketing strategies, make sure you have an emotional, engaging, and potentially disruptive story to tell.marketing strategies.
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2. Increase personalization
It’s a fact that campaign personalization works for B2B lead generation. People don’t want to be part of a generic campaign; they want to feel involved in a europe cell phone number services direct connection. However, B2B marketing needs to scale, so marketers need to use personalization to make mass campaigns feel like one-on-one contact.
Today’s tools make this possible, but it requires a well-planned B2B strategy.
Personalization isn’t just about cl lists putting the recipient’s name in an email. It means that the content of the message needs to be relevant to the recipient’s role, company, industry, and specific challenges.
This can be achieved by taking the time to map out each prospect’s buying journey, understand their specific challenges, and create stories and content designed specifically to engage them.
3. Integrate all available digital channels
You often see marketing campaigns that use just one channel, like email campaigns or paid search campaigns. Instead, consider multi-channel or omni-channel campaigns that tell the same story across multiple channels.
Here’s an example:
Use paid search ads on Google that focus on a specific industry with a vertical bid that goes to a landing page created specifically for that industry.
Create similar ads across multiple social platforms like LinkedIn, YouTube, and Meta, with vertically focused content, offers, and stories that link back to a page on your company website.
Create a web page rich with content that supports the stories and offers in the ads.
Email that story to the same audience, driving them to the same or similar landing page.
Run retargeting campaigns for those who visit the page but don’t convert, offering additional vertically targeted content to bring them back to that specific page and drive conversion.
Nurture all conversions with ongoing email content, guiding them through the buying journey with a variety of offers focused on their role, industry, and needs until they ask to speak to a sales rep.
This is certainly more work and more complex, but it’s how you improve the performance of your B2B marketing strategies.
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4. Include messages related to the early stage of the buying journey
Another common problem with B2B campaigns is that they are focused on the late stage of the buying journey from the beginning. In most cases, this campaign is the first contact that the potential customer has with the company, so offering a demo or a consultation right away could be counterproductive.
In the initial phase of the purchasing process, it is advisable to offer the download
Always continue to analyze and optimize your campaigns
Contrary to what most agencies say, almost every campaign starts slowly and gains momentum over time. Part of this is because even the best agencies and campaign managers have to test their expectations around creative, copy, bids, targeting, timing, messaging, and more. This makes data and the analytics associated with campaign management critical to success.
You need detailed data on all of your campaigns. More importantly, you need someone who can read that data and uncover hidden insights so you can use them to inform your future action plan.
It’s often a challenge to interpret the data, understand how to analyze it, and take action. That’s why it’s critical to have a data analytics team within your organization or hire a B2B marketing agency to help you.
Once you’ve uncovered insights and created an effective action plan, you need a methodology to cycle your campaigns in a timely and frequent manner to drive successful results. This methodology requires a bit of art and a bit of science. The art is in timing. Most campaigns use the platforms’ algorithms to drive optimization: Google for search and retargeting; and Meta and LinkedIn for native advertising. If you change these campaigns too early, they won’t have time to learn and improve performance.
This means making only small changes in the first 30 days of launch, and if you decide to implement more significant changes, giving these platforms time to optimize again. This balance requires experience.
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The science comes in knowing which levers to pull and when to pull them. When to change propositions? When to abandon creativity or switch to an alternative message?
Sometimes it can be hard to know what to do, while other times it might be obvious.
What you should never do is make too many changes at once. If performance improves, you won’t know exactly what drove that improvement.
