Crafting a Successful B2B Marketing Strategy

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For many B2B marketers, the traditional marketing funnel that motivates prospects to identify themselves and then move into a sales funnel is ingrained in our minds. However, in the age of the customer, Forrester Research’s phrase for a customer-centric marketing landscape, the funnel has evolved to reflect a new customer expectation demanding that sales and marketing work in tandem.

With this in mind, B2B marketers need to assess how well their current B2B marketing strategy aligns with the psychology of their buyer journey. In other words, B2B marketers must know how to build a customer-first marketing strategy.

So we’ve outlined a series of steps to follow when developing a customer-centric B2B marketing strategy. Ask yourself and your team, “Have we checked the following boxes when developing our B2B marketing strategy?”

IDENTIFY THE TARGET PEOPLE IN YOUR B2B MARKETING STRATEGY

Going through the exercise of developing personas based on market and customer research is fundamental to understanding not only who your audience is, but also how to engage them in the buyer’s journey. Incorporating marketing personas makes websites two to five times more effective and easier for targeted users to use. However, only 44% of B2B marketers use buyer personas. So make sure your B2B marketing strategy includes personalized experiences that advance buyers on their journey with your brand.

CREATE A PERSONALIZED CUSTOMER JOURNEY TO DRIVE YOUR B2B MARKETING STRATEGY

Building your influencing and decision-making personas to understand your target audience is only part of the process of establishing a customer-centric foundation for your strategy. Next, map the touchpoints of your buyer’s journey through all buyer stages. In order to close the loop of revenue awareness, it is essential to know the touchpoints along the journey that are motivators and detractors in order to influence all parts of the customer experience. When developing your B2B marketing strategy, answer the question, “How can I strategize with the framework that aligns with your customer journey to gain clarity and set priority?”

DEFINE AND MEASURE B2B MARKETING STRATEGY OBJECTIVES AND METRICS

Perhaps a no-brainer for a data-driven B2B marketer is clearly defined metrics for success. With a greater emphasis on personalization and customer experience (CX), B2B marketing goals and metrics should be established to measure the success of marketing efforts supporting a customer’s progression through the customer journey. the buyer. Your B2B marketing strategy should outline how it will create a direct contribution to revenue with a return and fuel high growth.

A recent case study example of one of our technology platform and services customers is Viewpointe, a leading provider of private cloud managed services. Viewpointe was challenged to continue to engage customers over a 6+ month sales cycle. After clearly defining their B2B marketing goals, they aligned their content marketing plan with their personality-based customer journey. As a result, Viewpointe remained engaged with customers throughout the buying journey and closed more deals. One of the ways Viewpointe measured increased customer engagement was a 52% increase in personality-aligned website content and a 164% increase in blog content engagement from organic search references.

YOUR B2B MARKETING STRATEGY INTEGRATES ACTIONABLE INSIGHTS WITH SALES

Returning to our previous illustration of the customer funnel, the traditional shift from marketing to sales, with no feedback loop when a prospect is “knocked over the fence to sales”, causing misalignment between B2B marketing teams and commercial teams. In fact, 25% of B2B marketers have no idea about their customer conversion rate. In the age of the customer, your marketing strategy must outline how to tear down the proverbial fence and encourage cross-team collaboration instead. Ensuring this alignment of marketing and sales is essential to creating a consistent customer experience throughout the buyer’s journey. Intentionally sharing information between teams is one way to encourage broad acceptance for successful B2B marketing strategy execution.

YOUR NEXT STEP

With only 45% of B2B marketers confident they have decent or even high levels of customer focus, now is the time to write your new B2B marketing strategy that elevates you above your competition.



Source by Eric Dudley

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