5 Ways to Refresh Stale B2B Marketing
B2B marketing can be a vibrant powerhouse that boosts brand value, generates quality leads and drives revenue. Or it can be a big, boring, task-oriented rut. Consider these five areas if you want to freshen up your marketing approach. (Who wouldn’t?)
5 Tips to Transform Boring B2B Marketing
1- Prioritize Content Marketing
The concept of content marketing has been around for years, but has gained added importance in today’s competitive B2B landscape. You can’t just scribble hundreds of words and publish them on your site. B2B buyers constantly research products of their interest online.
As per a recent Gartner survey, only 17 percent of buyers considered meeting with potential suppliers. So, where are the others? According to this report, 27 percent of B2B buyers preferred researching independently online. That’s where your content steps up.
Dedicate yourself to high-quality customized content based on the buyer’s position in funnel, intent behavior and channels used. Develop a mixture of content (like case studies, blogs, webinars, videos, white papers, newsletters) to stay with buyers as they move from awareness stage to price and product comparison. Their content needs are important and change constantly as they move through the funnel.
2 – Build Relationships with Humans
Although you’re communicating B2B with a business, remember your audience is B2H — business to human. Shift from selling “stuff” to building relationships with these humans. Direct every B2B marketing activity towards developing and maintaining a closer bond with them.
Five ways to shift your marketing mindset from B2B to B2H:
- Communicate through clear language
- Proactively offer what they need
- Create a memorable experience
- Use social media to connect closely
- Prioritize buyer satisfaction over sales
According to Deloitte Digital, firms focusing on the human experience (HX) are twice as likely to outperform others in revenue growth over three years. Also, such companies will have 17x faster store growth. And since the pandemic took away face-to-face touchpoints, keeping the human buyer in mind is more important than ever.
3 – Power Up with Intent Data
The success of B2B marketing is heavily reliant on quality buyer data; however, you can’t rely on it alone. This is where intent data comes in. The blend of buyer data and intent signals create a clear picture of what is going on with in-market prospects.
With this knowledge, you can determine valuable insights like:
- What causes prospects to buy and when?
- Which profile should you target?
- How personalized should your ad be at this point?
- When do prospects convert the most?
In short, with intent data, you have access to a wealth of actionable information about buyer behavior, which you can leverage to produce higher ROI.
4 – Evaluate Your Marketing Automation
Evolving technology often brings rewards for B2B marketers. Sometimes disruptive platforms and methods lead to fresh approaches to generating quality leads, bridging marketing and sales, and measuring performance of B2B approaches.
If you’re looking towards implementing strategies that will revive stalled campaigns, look at your marketing automation. According to an eConsultancy marketing report, around 53 percent of B2B organizations use marketing automation, and 37 percent plan to implement it.
What useful, modern marketing automation should deliver:
- Improved lead nurturing and conversion
- Increased multi-channel efficiency and ROI
- Reduced marketing costs and lead conversion time
- Enhanced customer experience and retention
Pro tip: Use intent data to run B2B marketing automation more effectively. Even if a new martech stack isn’t in the budget, a test of an intent-driven marketing cloud might be. Intent intelligence can trigger specific campaign and content automation. For instance, if a prospect stops reading your awareness stage content and begins consuming decision-stage content type, you can quickly trigger a change in the marketing piece to send out. Intent tech can also automate timely alerts to Sales that there’s been a shift in this prospect’s behavior.
5 – Testing and Optimization
If intent intelligence is the bedrock of data-driven B2B marketing, testing and optimization are its continuous guides. You can iterate marketing efforts and make ongoing decisions based on signals and intelligence, rather than human instinct. For more useful information, test your programs in multiple ways.
A/B testing – Use versions of landing pages and emails to determine which converts better prospects into paying customers.
Content evaluation – Once you target specific B2B accounts with tailored content, ask which content assets drive prospects down the funnel and which don’t. Think about factors like formats, readability and UX, channels and delivery, and topics.
Page and content rendering – Perform tests to learn how emails and web pages render on different devices and platforms, ensuring they look and function appropriately. The search engines will be paying very close attention to this, so you should, too.
For Compelling B2B Marketing, Try Intent Data via Marketing Cloud
Trying something new in any of these steps will get your B2B marketing results out of the doldrums. We also highly recommend a complimentary data trial, so you can see what stalled, stale B2B marketing might be missing.