News and Insights

Strategies for B2B Marketing

Susan Tyson, Director of Brand Marketing

Design. Development. Execution. These are the tenets of success for every brand and marketing campaign. Here is a glimpse into what marketers can expect in 2020:

As a B2B marketer, you need a strong integrated marketing team that covers the disciplines of digital marketing – marketing and brand strategy, demand generation, content generation, website, social, sale support, research and analytics. And you have to have tools for CRM, content management, marketing automation, predictive analytics, web analytics and social listening.Having a deep understanding of your buyer personas and the decisions they make during the purchasing journey is essential to timely and proper customer engagement. If you engage too early you will cause a prospect to exit the conversation. If you engage too late, well, the result is lost sales. Some strategies miss this opportunity because of the investment in time it takes to develop a deep understanding of their buyers and sometimes the costs associated with building the personas. The interviews can take a long time, and the customers don’t always feel comfortable revealing all the information needed to build the deep analysis.

This is an investment that all marketing and sales teams should make in order to produce relevant and compelling content that buyers want to receive and engage with at the time they need and, most importantly, want it most. And, if you focus too much on preserving relationships, you avoid tough conversations, don’t get results and end up hurting the business relationships anyway. It’s important to continue to produce content that delivers relevant and timely information when the buyer wants to get it and in the form they will want to view it.

For companies whose marketing resources are limited, alignment and communication is key. Bring very clear on roles and keeping priorities aligned to corporate objectives is essential to driving success even without major resources. Creativity plays a major role in learning how to navigate. Writing a great business case that aligns to corporate strategy and drives business also helps fund project hat are not within scope of budget.

The most essential characteristics driving today’s marketing strategies start with a successful alignment between sales and marketing with shared priorities: agree to communication frequency, pipeline measurement, lead quality over quantity and data enrichment to drive successful prospecting. A clean database is a must. You must also adopt common measurements and definitions, and learn from the data. Use win/loss analysis to drive changes in positioning statements as buyer’s personas needs shift. Conduct periodic reviews of processes like lead scoring or routing.

In the years ahead, content will remain the focus of successful marketing strategies. Buyers will continue to get savvier and demand that marketers meet them on their terms. It’s important for marketers to continue to produce relevant and timely content.

Just how successful is content marketing in today’s marketing landscape? Turns out the numbers are very good indeed. According to the newly released “B2B Content Marketing: Benchmarks, Budgets and Trends—North America” study, 62 percent of B2B marketers in North America say their organization’s overall approach to content marketing has been much more or somewhat more successful than a year ago. The report surveyed 2,562 marketers from varying industries around the world.

Here’s some of the numbers from the report:

34% Say their strategy is extremely or very effective at helping achieve content marketing goals.

73% Say their strategy includes a plan to operate content marketing as an ongoing business, not simply a campaign.

37% Have a documented content marketing strategy.

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