1. B2B MARKETING
POTHOLES
AND HOW TO AVOID THEM
5
INTRODUCING
A prospect may
have completed as
much as 90% of the
buyer’s journey before
contacting a salesperson.
Research shows that B2B
prospects can consume
a dozen or more pieces
of content before making
a purchase.
Evasive Maneuvers:
Develop an always-on full funnel
approach to content marketing by
creating helpful and relevant content that
speaks to prospects at every stage of the
buying process.
More than 80% of
known prospects never
open their emails.
For many B2B marketers,
there is astounding
waste in their
advertising, which only
intermittently hits
the right targets.
Evasive Maneuvers:
Use data-driven tactics, such as LinkedIn
Sponsored Updates, Sponsored InMail
and targeted display advertising, to
reach only the right audience.
95% of the company’s
website traffic remains
anonymous.
Evasive Maneuvers:
B2B marketers must communicate
with prospects throughout the entirety
of the buyer’s journey; they must
embrace full funnel marketing, boosting
awareness in the upper funnel, nurturing
leads in the mid funnel, and driving
qualified leads in the lower funnel.
By the time a prospect reaches out to a salesperson, the road to purchase
has essentially reached its destination. That’s why the most effective B2B
marketers are embracing full funnel marketing—which ranges from
awareness advertising to lead nurturing—to keep their prospects in the
fast lane to making a purchase.
Here are the biggest potholes in the buyer’s journey,
and how B2B marketers are avoiding them:
With the rise of the Information Superhighway over the past two decades,
B2B prospects are now able to put the pedal to the metal when it comes
to self-educating on the products and services they want to buy.
Evasive Maneuvers:
Using LinkedIn Lead Accelerator,
marketers can nurture these anonymous
website visitors with sequenced display
and social media advertising that is
targeted to the visitors’ business
demographics and online behavior.
Evasive Maneuvers:
Members of your database,
even if they don’t open emails,
can be reached via highly targeted
display and social media advertising
via LinkedIn Lead Accelerator.