5 Ways to Make B2B Marketing a Simpler Experience in 2019
Customer Experience, Website Design & User Experience, Content Marketing, B2B Online Excellence, 1:1 Marketing
B2B marketing largely deals with marketing of products or services to other businesses. One of the essential elements that influence the B2B decision making space is - ROI (bottom line revenue). B2B brands come in many forms: software-as-a-service (SaaS) subscriptions, security solutions, tools, accessories, and others. Interestingly, many organizations fall under both B2B and B2C umbrellas.
Although marketing campaigns are aimed at businesses, but there is a need to target individuals that are decision makers with various other personas such as researchers, influencers, etc. The competition for customer acquisition, and even to grab their attention - is significantly high. Building out a B2B strategy that delivers results require thoughtful planning, execution, and management.
There are some basic steps that one needs to take to develop a marketing strategy:
- Define your Business Objective: You’ll want to select specific and measurable business objectives, then lay out the framework for how your B2B marketing strategy will achieve them.
- Define your Target Audience & Market: Yes, everyone knows this, but it’s always best to define/write/sketch the target audience and market for all your campaigns.
- Identify B2B Marketing Tactics and Channels: Once you’ve established solid intel around your target audience, you’ll need to determine how and where you intend to reach them. The knowledge you’ve attained through the previous steps should help guide this one.
- Test & Run your Campaign: I would call this - the most vital step, where you test your campaign and make sure it meets most of your business objectives. Thereafter, you have to adjust the campaign accordingly, and then run it.
- Measure & Improve: This is where the rubber hits the road - you need to now measure and improve upon your campaign. People tend to miss this, but it is one of the most important steps to increase conversions.
The space is evolving speedily, thanks to the ever-changing expectations of the new generation of buyers, along with maturation of marketing technologies (e.g., the application of AI and Machine Learning to marketing.)
Although, these are some basic aspects of marketing strategy, but let’s try deep dive into the future of B2B marketing, and what I would like to see in 2019.
- Cohesive Jelling of 1:1 Personalized Marketing & Word of Mouth Marketing: In larger seen B2B marketers would like to sell based on one-to-one selling but with share scale it becomes difficult. Also new generation of B2B buyers relies heavily on online reviews, peer recommendations, and social media content for their decision-making. I am hoping to see more of an integrated conventional selling and the power of third-party review sites to get more prospects with high purchase intent and drive quality traffic to your website. You can also direct loyal customers to your sales team by nurturing relationships and building advocacy, along with initiating conversations.
The key to successful conversational selling is to make sure that interactions are relevant and contextual by providing your prospects and customers with the most helpful information in real time. To effectively personalize these conversations, you need a robust customer data management platform that allows your team to access all customer data in one centralized location.
- SEO Strategy: A large number of users visiting your website arrive there from organic search, and 89% of B2B buyers use the internet during their research processes. Therefore, having a robust SEO strategy will be more important in future.
- Personalization: 1:1 personalization is most important aspect that I would like to see in the future. The ideal aspect of taking an offline experience and trying to replicate it online, will be the most ideal experience. Data driven designs will drive tailor made experiences for the modern consumer. Each experience affects the other to create a user’s journey as unique as a snowflake.
- Content Strategy – we tend to forget that content is the king in a B2B marketing space and a robust content strategy is the must. What I would like to see that regardless of the channel there needs to be separate content strategy for each of the individual channels.
- Measure, learn and adapt – marketers tend to simply create channels and simply forget it, we need to make sure we optimize every channel based on the last year’s data. This is the ideal time to simply see what is working and what is not and what we can improve.
The B2B space does have the same marketing fundamentals as any other marketing space but it has its own uniqueness and learning about that uniqueness & providing a robust personalized experience uni-channel wise will be the key to any marketing success.