When you think about various B2B (business to business) marketing strategies, only outbound efforts may come to mind. This includes messages sent directly to potential buyers or clients you have identified. Your goal is to seem persuasive and compelling with this approach, so your audience engages and responds with what you have to offer.
These efforts are needed for B2B marketing. However, there is so much more you could be doing. Besides conducting online marketing research, keep reading for some tips to improve your B2B marketing strategies and generate more leads and, ultimately, more sales.
ABM – Account-Based Marketing
Your goal as a marketer may be to bring in as many new leads as you can. The more you bring in, the better you are doing.
This isn't always the case.
By putting time and effort into ABM, you can concentrate on a certain set of accounts. For example, senior buyers at a business you want to target. Once engaged, you'll find ABM can make your life and your job much easier. This is because you will start creating campaigns and content specifically for your targeted prospects. ABM provides another benefit, too. It helps to align your sales and marketing teams, which has been shown to improve brand awareness, generate additional revenue, and make more money from every deal.
Take Advantage of Mobile Use
Did you know that over 50% of the web traffic in the world comes from mobile devices? If you haven't implemented a mobile-first strategy, this means you are essentially ignoring about 50% of your possible leads.
Today, there are over five billion mobile users worldwide. With the right mobile marketing strategies, you have the potential to reach all these users. Since mobile is now a main, if not the main channel for media and entertainment consumption, you must take advantage of this and use it for new sources of traffic and data collection.
Make sure your content is responsive on any mobile device. Business owners, managers, and department heads now use mobile devices to find business solutions, which means you need to ensure your website can be viewed on any device and optimized for everything from the smallest gadgets to the biggest screens.
Also, consider having a mobile app created. This allows you to reach out to your existing clients and prospects. This personalized outreach can help speed up sales along with client engagement. Be sure to allow plenty of resources for remarketing through mobile apps, too, since most people stop using a downloaded app after 30 days.
Live Chat and Conversational Selling
Sometimes live chat is only considered as a way to deal with complaints.
It is an effective way to provide excellent customer service, and up to 92% of customers say they are satisfied with live chat experiences. It isn't surprising that customers like live chat, though. It is the most comfortable and fastest way to receive a response to a query.
You may not realize that live chat is much more than just a customer service function.
With a little effort, you can turn your live chat function into a productive and potent sales channel. Using web chat is up to 2.8 times more likely to convert than those who don't use this. Also, they are likely to spend up to 60% more on what they buy. You can set up live chat on virtually any landing page or website with quality live chat software. The idea is to sign up for the software option selected, customize your chat widget, and install the software's plugin or code. At this point, the widget will show up and start working.
Leverage Big Data
Advanced data analytics and big data algorithms allow marketers to provide ongoing and consistent omnichannel customer experiences throughout all channels and platforms. There's no question that big data is now revolutionizing how you do marketing (or the way you should be doing marketing). It can help increase your leads' quality, improve the experiences your customers have at every touchpoint, and help your team make better decisions.
If you don't have the needed data, there's no way to know who your customers are nor how you can reach them with custom and personalized communications. Now is the time to jump on the bandwagon of big data and put time and effort into optimizing your existing campaigns.
Go past your marketing campaign's execution and utilize big data to help ensure your customer relationships are more successful. If you need help, turn to a data analytics consultant or expert who can help when things get too overwhelming.
As you can see, there are more than a few steps you can take to improve your B2B marketing efforts. Create a plan that will help ensure you get the results desired for your business. Being informed is the best way to ensure the desired results are achieved.