Marketing has turned into a vortex of strategies to capture buyer’s attention. Buyer behavior can change rapidly, forcing marketers to rethink their established strategies and come up with newer ones that will resonate with buyers. The result: A myriad of marketing strategies and tactics.
Here’s a list of 10 B2B marketing strategies, commonly effective, but more successful if you have the edge of intent – which we have highlighted how.
Which strategies are your organization using? Intent can help
1 – Account-Based Marketing
Account-based marketing is a focused approach to B2B marketing where sales and marketing teams work in collaboration to define and target a predetermined list of accounts.
Infusing intent data into an account-based marketing model gives you necessary insights into:
- What information prospects of the target account are looking for
- Who are the buying group members in the account
- How to deliver the knowledge they require in preferred formats and places
These insights on new and existing clients are beneficial for leveraging account-based marketing effectively and maximize opportunities for sales and upsell.
2 – Relationship Marketing
Relationship marketing helps you create and maintain personalized, long-lasting relationships with customers. With the focus to grow revenue through healthier buyer relationships, relationship marketing places customer satisfaction and personalization at the center. Hence, relationship marketing is also known as “personalized marketing.”
Intent data encourages relationship marketing by giving you incomparable insights into in-market audiences, their behavior, interest, and pain points. You can reach and engage prospects with personalized content and develop an ever-lasting relationship.
3 – Content Marketing
Content marketing is the process of creating, publishing, and distributing content to your target audiences through free or gated platforms such as social media channels, blogs, videos, ebooks, and webinars.
Using intent data, you get real-time insights into customer’s behavior, their interests, and current location in the buying journey. You can generate and deliver content per buyer preferences and build a personalized relationship with them before, during, and after the sale.
4 – Search Engine Marketing
Search engine marketing (SEM) is the form of online marketing that involves the promotion of your business by increasing its visibility in search engine pages through paid advertisement and keyword optimization.
When prospects research topics in the search engine, they leave data footprints, such as usernames, device ids, names, email addresses, and purchase intent. Collecting this data and extracting meaningful insights, you can understand prospects’ profiles and show results in the search engine sites to feed their needs.
5 – Revenue Marketing
Revenue marketing is a holistic approach in B2B marketing that aligns marketing and sales teams with a common goal: to generate revenue by repeatable prospecting programs. With revenue marketing, you can enjoy the following benefits:
- Fill the sales pipeline with marketing qualified leads (MQL).
- Increase sales conversion rate.
- Prioritize repeatable and scalable tasks with measurable ROI.
6 – Inbound Marketing
Inbound marketing is the process of attracting customers by creating valuable content and experiences tailored to them. ‘Attract’, ‘engage’, and ‘delight’ are the three
pillars of inbound marketing to build a meaningful, lasting relationship with prospects and customers.
Intent data optimizes inbound marketing by giving you insights into customer behavior, their interests, and pain points. You can create content that meets customers’ requirements, supports their growth, and creates a personalized experience.
7 – Outbound Marketing
Outbound marketing is the process of marketing your product or service with intrusive promotions, such as cold calling, email explosions, purchased lists, and print ads. This traditional marketing technique involves sending messages to customers to raise awareness of your products or services without their interest.
8 – Integrated Marketing
Integrated marketing includes all aspects of marketing communication such as advertising, PR, and social media to promote your products or services and deliver a seamless customer experience.
9 – AR/VR Marketing
AR/VR marketing refers to the process of using AR/VR technologies to offer high-end, virtual try-on of your products before customers make purchases.
10 – Contextual Marketing
Contextual marketing is an online marketing strategy that provides targeted advertisement based on buyers’ information such as their web-browsing activity, search for content topics, and buying intent.
Choose what works best for your organization
There’s no right or wrong way of doing marketing. The ultimate goal should be to
connect with your audience and attain a higher return on investment. Most organizations run multiple strategies, targeting their audiences with a variety of approaches
To learn about B2B marketing, data terms, and applications, take a look at these articles:
18 Data Terms Your B2B Sales and Marketing Teams Should Know
Intent Data Use Cases: Try These 10 Popular Applications for Intent