As the leader of a B2B company, you need to fully commit to and own your strategic marketing. That may sound like an obvious statement, but you might be surprised by how many leaders take a hands-off approach to marketing, treating it as a mysterious but necessary activity existing somewhere outside of their day-to-day concerns.
Topics: b2b strategic marketing
Your business strategy and marketing strategy are two totally different plans of action, yet both are essential to the success of your business. In fact, they work in harmony. You first need a strong business strategy in place, and then you can build your marketing strategy to support it.
We’ve written about finding your competitive advantage in an earlier post but found we had more to say and needed to add more pragmatic information.
In our blogs, we’ve been talking about marketing automation (MA) as an invaluable tool to generate qualified leads and drive revenue growth. But people often get marketing automation confused with customer relationship management (CRM). Here’s an easy way to differentiate them: CRM is primarily a sales tool and MA is a marketing tool. When working together, they help deepen your engagement with customers and prospects, help you tailor your marketing efforts to improve the quality of your leads, and ultimately help you convert more.
Often when I talk to clients about updating their website they say, ‘but we just updated it’. And of course, ‘just’ means something different to everyone. The reality is there is no hard and fast rule on how often you need to update your website but you do need to keep it current both from a content and design perspective if you want it to get you results. Your website is often the first point of contact a prospect has with your brand so you need to think about what your site is communicating about you.
Are you among the 63% of businesses that said their top marketing challenges are generating traffic and converting leads?1 If so, you need to revisit your marketing strategy and strongly consider including a marketing automation solution. Marketing automation software gives you rich insights into your website visitors allowing you to understand how to attract more. You will learn if they are finding you through organic search, paid search, email, direct traffic or social media and you will have visibility into their content areas of interest. Understanding your visitors, contacts and customers will also help you tailor your efforts to improve the quality of your leads, ultimately helping you convert more. You will understand the return on investment of your various campaigns based on the metrics available for tracking and attribution. This plethora of information will allow you to make insightful decisions about which tactics to employ and the timing and frequency of your campaigns, ultimately helping you attract more visitors, convert more leads and delight more customers. Still not convinced? Here are three things to consider:
Trends, they come and they go. If you asked any digital marketer a couple years ago they would tell you that a Facebook business page is great for B2C but wasn’t worth it for a B2B organization and that other business minded social media platforms like LinkedIn or Twitter were the way to go. But oh how times have changed. Facebook is making a major comeback, mostly due to the sophistication of Facebook’s paid advertising. Let’s look at the five reasons why Facebook has found its way back into the B2B toolbox.
The pitch deck is more than just a gorgeous design. It is in PowerPoint format (usually) and one of the many assets that Sales needs to introduce customers to your company, its products, solutions and benefits. (Or perhaps it is needed to attract investors but that requires different information - this blog is for Sales.)
In our experience, the pitch deck is often created by Sales, doesn’t follow best practices for messaging and doesn’t align to the company branding. When the pitch deck is created by Marketing, Sales often feels it’s less relevant, or needs to be customized in some way and then it ends up looking unstructured and unprofessional.
No one calls us when marketing is running perfectly. So when we meet with companies struggling with their marketing, we see common mistakes that most business owners are unaware they’re making. It’s easy to make mistakes and there are way more than are listed here. However, the problem is that the following issues take additional time to set right, causing more frustration with marketing and increasing the time until ROI is satisfactory.