5 steps to digital B2B marketing
In B2B, marketing resources are often scarce, there is a lack of personnel, budget and intensive cooperation with sales. In addition, consistent processes and a uniform database are usually not available or only partially available. However, B2B marketing can certainly be set up with the company's own resources.
How to implement a profitable marketing strategy despite modest resources? How can companies find the right marketing tool? And how do you grow from a newsletter distribution list to a lead machine? The following checklist shows how to get started with digital B2B marketing:
1. think in terms of buyer personas and not target groups
Identify your most important target groups and create multiple, detailed Buyer Personas - possibly also for the different business units. Unlike a target group, a buyer persona is a concrete face. It is a fictional person who represents your typical customer. In B2B, a larger buying center is often involved. This is the approach: business managers, sales managers, IT managers or purchasing managers could all be your Buyer Personas.
2. collect the right data
Are your marketing measures aimed more at gaining new customers, expanding your industry, increasing sales, or do you want to place new products on the market? Then your strategy will vary accordingly. Regardless of which goal you have chosen, the basis of every digital marketing process is customer-related data.
3. find marketing tools
In order to use customer data effectively, marketing platforms are needed that on the one hand cover all relevant functions, but on the other hand also offer interfaces to the other systems in the company (such as CRM system or web store). To do this, it should know the relevant channels in advance and define your processes together with sales and those responsible for e-commerce. However, this alone is not enough.
4. create content strategy
Develop a content strategy that delivers valuable content to your individual buyer personas. Create an editorial plan for blog posts, white papers, e-books, case studies, videos, or infographics. Make sure your content is engaging, informative, and relevant. Score each interaction and determine at what threshold the lead becomes relevant to sales because the sales opportunity is correspondingly high
5. personalize the address
A personal approach and individual offers are more likely to lead to a deal than if customers have the impression that they only receive generally valid information. You can achieve this by segmenting your target groups according to different attributes and using personalization tokens. With appropriate marketing automation tools and a growing database, you build contact lists and trigger-based campaigns. This way, recipients are personally addressed according to their interests and behavior.
And one last tip: Start B2B marketing with what you have. Go step by step to the goal!
Source and further information: www.sybit.de
