2021 is here, and your B2B company may have already set up a marketing plan for the first quarter, if not for the entire year.
While you may believe your B2B marketing plan is foolproof and will hit your revenue goals, it’s wise to stay flexible. The B2B marketing ideas presented here are sure to give you an added advantage, better position you against your competitors, or at least help you create a plan B.
Keys to Driving Desirable Outcomes from B2B Marketing Campaigns
Let’s look at four powerful ways to improve your B2B marketing outcome.
1. Use identity mapping to extend your reach and meet targets wherever they are
Omnichannel marketing is becoming more popular than multi-channel marketing, with B2B marketers increasingly focusing on identifying and understanding the intended audience and then targeting the channels they use most. Unlike omnichannel marketing, multi-channel marketing focuses first on different channels to reach the intended audience instead of keeping the intended audience at the center.
Identity mapping technology is the perfect buddy for B2B marketers using omnichannel marketing. Take Versium’s B2B2C Identity Graph as an example. It gives you a 360-degree view of your targeted prospects and customers by providing you the highest identity resolution.
It layers your target audience’s consumer data on top of their business data. This allows you to have a clearer, broader snapshot of your ideal audience along with actionable insights to reach them whenever and wherever they are. Target social platforms they actively use on the devices of their choice.
Use identity mapping solutions to map your target audience’s business attributes to their personal or consumer identifiers. That means, if you only have a business email address, you can find their matching consumer or personal information like social handles, personal email address, personal devices, physical address, etc. With Versium REACH identity mapping you can increase your match rates by as much as 520%. This helps you keep your brand front and center, target your intended audience from multiple angles, and market your B2B products to them through various channels of their choice.
2. Use intent data to intercept potential customers early in their buyer’s journey
The last thing you want as a B2B marketer is to see your prospects skip over you and end up with your competitor.
With intent data, you can easily catch the buying intent signals of your target accounts. You will know their interests and pain points and can analyze their online behavior-based activities to catch them during the decision stage of their buyer’s journey. This enables you to target prospects with hyper-personalized B2B marketing content and initiate contact with them even before they fully express their needs or land on your business website.
You can also use intent data to prioritize accounts, score leads, and create deal closing opportunities by first targeting prospects that demonstrate high purchase intent. Additionally, intent data plays a critical role in retaining customers by providing real-time insights into the keywords, intent topics, or solutions they are actively searching for.
For better B2B marketing results, you can combine intent data with B2B data. For example, you can combine Bombora’s Company Surge Intent data and SalesIntel’s 95% accurate, human-verified B2B data. This combination allows you to identify individuals and companies most interested in you and then directly reach out to decision-makers. Within moments you can go from seeing a company is interested in your product category to starting a conversation.
3. Leverage account-based marketing (ABM) to directly focus on high-value accounts
ABM is a highly-targeted marketing strategy that allows B2B companies to directly market to best-fit accounts and waste no time and resources in pursuing unqualified, less-valuable accounts. 87% of account-based marketers agree that ABM initiatives outperform other marketing investments. Furthermore, 86% of marketers say ABM increases win rates, and 80% agree that it improves customer lifetime values.
You can use ABM to:
- Generate a higher marketing ROI
- Keep your sales and marketing teams aligned
- Retain customers and improve customer experience
- Take a personalized marketing approach
- Increase brand relevance among high-value accounts
Identifying, finding, and mapping high-value target accounts are critical parts of ABM.
With advanced end-to-end ABM targeting platforms like Versium REACH, it’s easy to create a target audience from scratch or expand your existing one. All you need to do is upload a list of business email addresses or company domains you want to target. Versium REACH will then identify and find contacts, decision-makers, and influencers within those accounts as per the specific filters you’ve selected.
You can also use Versium REACH to get list insights with easy-to-read charts, graphs, and other visuals for audiences you already own or built using the platform. Versium REACH can improve your online reach and match rates by approximately 520%. It allows you to target your business audience beyond their workplace or normal work routine and extend your ABM messages to them no matter where they are online.
4. Use website visitor intelligence to turn business website visitors into leads
Website visitor intelligence helps you know what type of audience is interested in your brand, which of your products or services gain more views, and what kind of content captures their attention. Besides supporting your search engine optimization strategy, it enables you to find, reach, analyze, segment, and prioritize your leads.
Website visitor intelligence provides you rich business data for your targeted visitors, including their location, transaction history, on-site behavior, business name, industry, etc. You can use website visitor intelligence data to create a data-centric view of customer journeys, personalize website visitor experiences, and most importantly, convert visitors into B2B leads.
Start employing website visitor intelligence tools to advance your B2B marketing efforts. VisitorIntel, an analytics-driven tool, is one of the website visitor intelligence solutions you can use. It not only tracks visitors to your business website, but it also tells you which company they work at.
Additionally, it allows you to access a complete profile for that company along with firmographics, technographics, and direct contact information for their decision-makers and key influencers.
A Final Word
One of the best ways to create an effective B2B marketing plan is to include a well-balanced combination of strategies. The B2B marketing strategies discussed above make up a combination that can deliver a tremendous ROI.
With that said, you can create your own combination of B2B marketing ideas with other strategies like video, social media, PPC, content, display advertising, webinar marketing, etc. However, whichever combination you choose, ensure you measure and test it against your goals and KPIs before implementing.
Author: Guest post provided by SalesIntel