As B2B marketers, we know the buyer's journey is more complex, with more touchpoints than ever before. B2C buying experiences have shaped B2B buyer expectations, and according to McKinsey & Company, B2B buyers now use six different channels over the course of their decision-making journey.
Have you ever gated a content asset only to find that out of 300 people who completed the lead-gen form, just a (very small) handful were genuine, qualified leads?
Looking for higher quality and quantity of leads? One way to accomplish this is to have a better understanding of organizational-level considerations that drive B2B buying decisions.
In an era where marketers can gauge performance with clicks, shares, visits, comments, etc., print has inevitably suffered – because anything that can demonstrate tangible ROI has a tendency to win marketers over. To confront this challenge, the print sector pulled together a joint industry committee for mail, aimed at creating the first-ever industrywide audience standard that would allow marketers to compare print and digital marketing channels.
A new report from Vennli reveals that original research, quotes from customers and comments from industry experts are the most effective types of content to help build B2B brand trust.
Marketing automation, social media and other digital innovations are changing the way B2B buyers make decisions and advance through the buying process. New research from Forrester confirms this notion, finding that 68% of B2B buyers prefer to conduct online research on their own, and 63% of them do so using a mobile device.
As B2B marketing and buying continues to evolve, marketers need to hone in on the needs and expectations of customers – and crafting a customer experience that is personalized, empathetic and provides value.
As we know, engagement is key for social media marketers. Because algorithms reward engagement and interactions, audiences are more likely to see and respond to content based on engagement. But unlike B2C brands, many B2B brands can struggle to generate quality engagement from their content.
Here are three ways to generate more engagement for B2B brands:
- Collaborate with Influencers: They can provide another trusted perspective
- Humanize Your Brand: Connect with potential customers on a personal level
- Leverage Live Videos: These allow you to directly engage with their audience
Read the original article on SocialMediaToday.
Often debated, gated B2B content is critical to a successful digital marketing strategy. According to a recent article on Chief Marketer, today’s audiences are on to us as marketers, we have to provide value for what they’re exchanging their information for.
Regardless of organizational size, many would agree that deploying a successful content marketing program can be a challenging feat. In Content Marketing Institute’s latest research study, Enterprise Content Marketing 2019: Benchmarks, Budgets, and Trends—North America, found that the larger the organization, the greater chance for business units to be siloed. In fact, one of the largest challenges, with nearly three quarters of respondents admitting so, was the ability to coordinate content marketing efforts among multiple departments and brands.