2. 1. Donât Expect Any Single Technique To Be A Silver Bullet
In a 2016 report from Forrester Research, B2B
marketers looked at 17 different marketing tactics.
Not one got a thumbs up from the majority of
marketers. âWhen marketers ask, âWhat works?â
the answer is, âNothing in particular,ââ the report
concluded.
Still, the best of the bunch was content marketing,
which was rated very effective for brand building
and awareness by 47% of respondents. Some 45%
also thought content marketing was very effective
for generating âdemand, leads, or pipeline
opportunities.â The closest competitor was
âwebsite,â which scored 47% for branding and 42%
for generating leads.
3. 2. Pendulum Swinging From âInbound Marketingâ To . . .
Laura Ramos, a Forrester VP and principal analyst who
co-wrote the report, said the pendulum has swung
recently from so-called inbound marketing to account-
based marketing. Whatâs the difference? The former
takes a build-it-and-they-will-come approach. The
latter identifies and targets prospects.
B2B marketers should be âdisproportionately giving
more marketing effort to those accounts you feel are
good candidates [and] are showing the right buying
patterns,â Ramos told CMO.com. Rather than taking a
broad-brush approach, she added, marketers in the
segment are asking how they can target better.
Tapping big data for predictive marketing analytics is
key, Ramos said. Such technology canât predict the
future, but it can predict fairly accurately which
accounts are likely to be more productive than others.
4. Blasting out content thatâs rich in SEO terms but
poorly written may get initial attention from
prospects, but it doesnât reflect well on your brand.
But creating compelling content is easier said than
done, said 87% of marketers in the Forrester study.
Above all, writing for content marketing should be
clear and free of jargon, said Scott Gillum, president
and channel market practice leader at gyro, a B2B
marketing firm. âWe make it very easy for the
audience to find what theyâre looking for or get the
payoff for whatâs promised,â he told CMO.com.
The methods of creating such content vary. Some
hire in-house writers or heads of content strategy to
ensure a constant flow of quality content. Others
work with third parties. Whatever the case, itâs
important to track content creation and connect
those efforts to sales.
3. Maintain A Constant Flow Of Quality Content
5. Jonathan Franchell, a partner at B2B firm Ironpaper,
advises advertising on LinkedIn and Twitter--not
Facebook. âWhen people are on Facebook, theyâre
there for personal reasons,â he told CMO.com. âYou
have to make sure that what you advertise is relevant
to their experience.â Altitude Marketingâs Stanten
agreed. âWhen Iâm on Facebook ⊠Iâm not looking to
buy a new enterprisewide software system.â
Franchell favors LinkedIn for its ability to target
potential customers by title. âFor B2B lead
generation, itâs really important to understand the
roles of the people who youâre targeting,â he said.
Twitter, he said, is a great tool for building âtop-of-
the-funnel visibility.â
Not everyone discounts Facebook. âI think itâs going
to become a very important platform for B2B,â Gillum
said. âTheyâre getting a lot smarter at helping
advertisers get in front of the right audiences.
4. Use LinkedIn And, To A Lesser Extent, Twitter
6. A key aspect of content marketing is capturing
referrals. If you want to read a white paper or an
ebook, for instance, youâll likely have to fill out a form
listing your name, address, company, and title, at the
very least. The problem is that more online activity is
happening on mobile. Have you ever tried to fill out
one of those forms on your smartphone? Thatâs why
Franchell recommended creating a truncated form for
mobile.
But why stop there? Franchell also recommended
gamifying the process. For instance, Ironpaper recently
launched a shopping cart-like experience for a client
that made the sign-up process more fun than a
standard form.
âBusiness buyers are typically so accustomed to filling
out a form and answering questions,â he said. âIt can
be kind of a dull experience. So make it more visual.
B2B leads find it fun, just as B2C leads do.â
5. Make Those Forms Easier To Fill Out
7. Discerning your target customersâ titles and
types of business is important. But learning
about their pain points can really help convert
them to a sale. A key part of the signup process,
Franchell said, is letting potential customers
identify whatâs causing them the most hardship.
âWe simply let them volunteer information
about pain points and struggles and interest in
potential solutions alongside the downloading
of an ebook,â he said. âThen we can send them
more information."
6. Find Your Customerâs Pain Points
8. Once you attract a lead, using marketing automation
software is key. However, human intervention is
essential, Stanten said. âWhat weâre finding is that
companies are going out and purchasing the Cadlillacs
of marketing automation without thinking through
whoâs going to manage it and whoâs going to track it and
test it,â he said. âTheyâve got this great-looking car, but
they donât understand how to drive it.â
Similarly, Stanten said marketers are often overwhelmed
by the amount of data they need to process. âYou have
to make sure youâre measuring the right thing,â he said.
For example, a clientâs CEO was so stuck on his
companyâs slipping SEO rankings that he ignored the fact
that qualified leads were up. âHe was so fixated on
where he was with certain keywords,â Stanten said. âBut
ultimately what weâre looking for today is overall lift.â
7. Use Marketing Automation Software, But Keep The
Human Touch
9. As the demise of cold calling illustrates, taking an
aggressive stance with customers doesnât work.
Instead, give them room to discover your company.
For instance, wait a few days after a prospect has
downloaded a white paper before contacting them,
Stanten recommended. At that point, a nudge via
email directing the prospect to a related blog will
show whether theyâre really interested. âIf they click
through, theyâre a little more qualified, a little more
interested in what you have to offer,â he said.
Engaging a second time with your content also
retriggers a new cookie that will let you retarget the
customer. âThey are a little bit more down the
funnel, so itâs a little more brand-centric,â he said of
the messaging. After that, give prospects three
nudges over three weeks, Stanten suggested. After
six weeks, itâs time to write them off. âStop bugging
them and move on,â he said.
8. Donât Badger Your Prospective Customers