Curious as to what successful B2B marketers will be doing more of in 2016? I read an article on B2C this week titled, “Three Things Smart B2B Marketers Will be Doing in 2016,” and thought I would share some thoughts on what the article mentions about B2B marketing for 2016.
Three Things B2B Marketers Will Be Doing In 2016
Create the Content Your Buyers Crave – The B2B buyer is doing online research to find content that will help them determine what products/services will provide efficiency, productivity, and expertise. It’s not necessarily about the quantity at which you produce content, but it’s more about the quality. Yes, you do need to publish content on a regular basis, but more importantly, your content needs to meet the needs of your target audience. Many times sales & marketing miss the mark because they are not aligned. Once the two are aligned, then there’s more opportunity to focus on the right content that will speak to the needs and pain points of your readers. (Check out Inbound Marketing Success = Sales & Marketing Alignment).
Marketing Technology is Worthless Without Training – Technology available for marketing teams is huge and continues to grow. It’s vital that B2B marketers have the right technology to make investing in the relationships with current and potential customers more efficient. Marketers use technology for online advertising, social media management, content development, project management, lead nurturing, big data analytics, etc. A company can have the best of the best technology, but if its users don’t know how to use it properly to meet the company objectives or to its full potential, then it’s a wasted investment.
Everything is Measurable, Yet Effective Measurement Remains a Challenge – Being able to produce business results like ROI, customer retention, and market share gains are critical to have access to and from marketing programs. The question is – what should you be measuring? There needs to be clearly defined expectations for each area. Then, you can determine what you want to measure.
For example, you may have an amazing blog post that drives a lot of traffic to your website and creates more awareness for your company; however, those views may not turn into sales right away. It can take up to 6 to 8 touches before a purchase is made. So, that first view may put that person on the path to making a purchase later down the road. Therefore, it’s important to consider carefully what and how you will measure your marketing efforts.
Quarter one of 2016 is almost over…has your marketing team focused on these areas? If not, you should consider making some changes to your overall B2B marketing strategy. If you need help with your marketing strategy, contact us!
Read more: www.business2community.com
Feature image source: Scott Brinker – chiefmartec.com.