Here are 5 possible scenarios that indicate something is wrong with your B2B digital marketing plan. What’s missing from your company’s digital
You don’t understand why your company’s digital marketing plan isn’t generating leads, sales opportunities or customers
You feel like those in charge of planning, executing and optimizing the strategy aren’t 100% sure what to do and how to do it
It takes too long to launch content, campaigns and new lead generation tactics
You feel like you’re doing marketing randomly and can’t find the right strategy
You feel like you’re doing everything right but you’re not getting the results you expect
If you recognize yourself in any of these points, maybe you should review your company’s marketing strategy.
We’ll go through each of these scenarios to help you understand what to do, but before we proceed, let’s make a premise on why digital marketing is so complicated today.
Why is B2B digital marketing so complicated today?
Nowadays, prospects and customers are inundated with messages. Their inboxes are full of junk emails, Their social media feeds are full of useless and redundant posts. And it’s hard to understand how online searches and websites work. Even the content provided by companies isn’t always useful.
Not only that, new privacy rules are making it harder to connect with potential customers. And people are more reluctant to share their personal information.
Without strong connections within the target companies. It’s increasingly difficult to capture prospects’ attention, let alone get a meeting.
Digital marketingProspects control
The sales process much more than ever before, and they have more resources at their fingertips to learn about your company.
What worked in the past no longer works.
It takes a whole new strategy, a set of innovative tactics, and a revolutionized vision of how you execute campaigns and use technology.
Here’s what your b2b digital marketing, lead generation, and demand generation strategies might be missing.
The strategy
We often see incomplete b2b strategies, which do not emerge with a compelling, captivating and engaging story that is able to attract the attention of potential customers and convince them to delve deeper.
The best way to understand if this is the problem is to visit the sites of the three main competitors and look at the titles of their sites. If one resembles that of your company, it means that a solid strategy is missing.
Another method to understand
It is to ask yourself if the company website and sales people have something to offer prospects that competitors do not have, an added value. If the answer is no, something is wrong.
And it does not end there. The lack of a solid strategy, in fact, manifests itself in many different ways.
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Have you traced the customer purchase path?
Do you know every single touch point along the buy industry email material buyer journey, from the first click on the website to the signing of the sales contract? If this data is missing, the strategy is missing.
This planning work should be done before canada email lead taking any marketing action. If the underlying strategy is missing, any action will probably be useless.
Actions
Often what is missing are the right marketing techniques. The company probably adopts some valid actions such as email marketing, but not all those necessary to generate a significant number of quality leads.
Today it is necessary to use as many appropriate marketing actions as possible and in line with business objectives. For example, for a b2b company a paid campaign on LinkedIn will be better than on Instagram, perhaps with a video that shows a certain product or service that you want to push.
It is necessary to choose the most appropriate actions based on the type of company and the target you want to address.
B2B website optimization
Also a fundamental aspect. Many companies, in fact, decide to redo their site from scratch, but they don’t worry about potential customer searches and don’t optimize it for the most searched keywords.
In this way, it will never be found on search engines!
Campaigns
Paid campaigns are often managed ineffectively, without an adequate strategy or planning. Many times they are made to last too little, thus not giving the algorithms time to generate results.
The algorithms used by Google, Facebook and LinkedIn generally require a month to be optimized and to start giving the first results!
Technology
Finally, the strategy, actions and campaigns must be supported by an adequate marketing automation platform, which allows you to collect data, manage contacts and automate those repetitive activities that would otherwise take away precious time from the team.
Latest generation software, such as HubSpot, makes marketing activities much simpler and allows you to monitor the strategy to understand what works and what doesn’t. In this way, marketers can intervene promptly and correct any problems, saving time and resources.
