Business-to-business (B2B) marketers often face greater challenges than business-to-community (B2C) marketers. Whereas B2C businesses can gain a lot of clientele through networking and other non-digital channels, B2B marketers conduct the majority of their marketing digitally. For smaller companies, this could mean losing out to more technologically advanced competitors. A recent webinar, The Definitive Guide to B2B Marketing Operations, delved into this issue to explore some ways to enhance B2B strategies and improve marketing ROI.
Gaining a Complete View of the Customer
Many marketers find themselves with fragmented views of the customer because they're analyzing the data from various marketing channels individually. The type of information you learn from social media varies drastically from what you'll learn through email marketing. The data you glean from your website will be different than that gained from sales data. By analyzing these data groupings individually, you'll be collecting multiple different views of the customer, rather than analyzing the customer as a whole. You need a strategy for integrating this data together, so you can gain a single source of truth to drive marketing decisions.
Defining a Good Marketing Attribution Model
Marketing attribution is the process of connecting marketing to sales. It enables reporting and optimizations that are based on downstream metrics like failed opportunities or revenue. Marketing attribution models are critical to effective marketing campaigns, and yet, about 24.4 percent of businesses report not having a model in place.
Account-Based Marketing Is Critical for B2B Marketing
Account-based marketing is essential to B2B marketing, as it allows you to develop stronger customer relations and tailor your approach to the individual consumer. You can focus your energies on the most promising leads and provide a customer-centric experience that drives results and builds long-term business partnerships.
Understanding Market Intelligence
Market intelligence refers to the market-specific information that helps to guide the decision-making process. Examples of market intelligence include:
- Quantitative data such as revenue, industry, and size,
- Qualitative data such as customer feedback, surveys, analyst research, and information from customer prospects,
- External data, which is any data collected externally from the business,
- Internal data, which is any data created within the business,
- And data embedded into existing workflows.
Market intelligence is incredibly important for marketing, as it gives businesses the right data they need from their prospects, as well as the ability to leverage that data to drive marketing results.
Incorporating Call Intelligence into Your Strategy
Call intelligence allows marketers to access the attribution and analytics for all the conversions that happen from mobile devices. It provides marketers with a more accurate ROI, while providing detailed attribution for all inbound calls. Since so much of web surfing occurs on mobile devices, this is a critical part of a marketing strategy for B2B marketing operations.
Marketing Automation Software Supports B2B Marketing
Marketing automation software can serve as a multi-purpose tool for B2B marketers, helping to support all of the most vital marketing tasks. With marketing automation, you can integrate your channel management, thus compiling the data to gain a complete view of the customer. It also fuels account-based marketing by allowing you to gain detailed information on each individual prospect, and at the same time, provides automated lead scoring to help you hone in on your promising prospects. In turn, you can build a more productive marketing campaign that boosts ROI while saving you time and money.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.