Discover the B2B digital marketing tactics that will help you reach your target audience at the right time, with the right message.
B2B marketers are charged with increasing awareness and ultimately translating that awareness to action. We all want to ensure our marketing activity results in pipeline and sales. The majority of marketing activity is now delivered digitally because that's where our prospects are doing their research. Today B2B digital marketing and B2B marketing are one and the same, it's not a separate siloed discipline.
FullerFunnels is your guide to the world of B2B digital marketing . There are dozens of B2B digital marketing tactics you could deploy, across many channels. We'll support you with best practice guides, tutorials and the marketing tools that will make it all much easier.
What makes our approach to B2B digital marketing unique? We combine digital marketing tactics with UX design, we call it Marketing UX. This puts the customer at the center of our marketing and delivers your message in the moments that matter.
80% of B2B executives research products or services on a tablet in the evening. - IDG
B2B digital marketing tactics to reach your audience
Nurture your audience and increase conversions
Start with a B2B digital marketing strategy
If it feels like your digital marketing isn't getting the results you need, then you need a B2B digital marketing strategy that gives you a map to success. Your B2B digital marketing strategy is the foundation of digital marketing execution and we can help you develop a realistic and documented B2B digital marketing strategy.
B2B digital marketing strategy is the cornerstone of any successful B2B digital marketing activity. You can spend your entire marketing budget on digital, but if your tactics aren’t integrated with a common strategy, then you’ll be wasting a lot of that budget. At FullerFunnels we build digital strategies around the customer and it all starts with Marketing UX.
Do businesses need a B2B digital marketing strategy?
With so many channels and tactics at your disposal, it's easy to be everywhere but achieve nothing. Digital is full of shiny objects and that's why having a digital marketing strategy is important. In the ever-changing world of digital, your strategy is your compass.
Lack of strategy at best results in a lack of focus, at worst it means that your tactics can be working against each other. A typical example is where your teams go off and create multiple landing pages each trying to achieve similar goals, but with each page diminishing your chances of ranking in the organic results. A marketing funnel needs to support different entry points and needs multiple landing pages, but these need to be created with a customer centric B2B digital marketing strategy in mind.
What if you don't have a strategy?
The result of not having a B2B digital marketing strategy is a poor return on investment and a lack of consistency.
The issues that arise from a lack of strategy are particularly prevalent in business-to-business (B2B) companies where multiple tactics are targeting a very niche audience. Without a clear strategy that audience will receive multiple different messages from multiple different channels, wasting marketing budget and confusing the audience. This is poor marketing and worse yet a bad customer experience which your prospects will remember.
How could having a B2B digital marketing strategy help your business?
A B2B digital marketing strategy helps guide every digital marketing tactic towards the same set of goals. It's easy for employees to start executing tactics independently of each other and under the radar of any corporate governance. A digital strategy gives everyone in your organization a clear direction and prioritisation of your digital marketing activity.
The process of preparing a strategy is just as valuable as having the finished document. In your B2B digital marketing strategy, you need to understand who your audience is and what they want to talk to you about.
How can a B2B digital marketing strategy help optimise my marketing funnel?
A digital marketing strategy is an overview for anyone in your business that needs to understand your sales and marketing funnel. It should capture your marketing vision from target market to marketing goals. Your digital marketing strategy should inform your marketing funnel in the following ways:
- Who is your audience? - A digital strategy is founded in knowing your audience. This informs all other digital marketing activity.
- What content do you need to produce? - What content will appeal to your audience at different parts of the marketing funnel? This needs to align with your content strategy.
- How can you reach your audience? - Great content if not promoted is wasted. A strategy will tell you where your audience lives online and the mix of content marketing, search engine marketing and advertising that will help reach your audience.
- What does success look like? - Digital marketers have no shortage of data. Unless you know what to measure and what matters it's likely that you will be overwhelmed by data rather than informed by it. At FullerFunnels we connect our strategy to our bespoke visual analytics system. This is our decision-making hub and ensures your digital marketing strategy is delivering real marketing results.
A digital marketing strategy helps your organisation think digital first
Despite the fast adoption of digital by B2B buyers, B2B vendors are falling behind with less than 25% of B2B executives understanding the impact digital is having on their industries (source). A B2B digital marketing strategy is a tool for building digital understanding among executives. When compared the B2C businesses, B2B businesses are behind in digital strategy, organizations effectiveness, digital skills, and digital culture.
Establishing a B2B digital marketing strategy helps organizations to evaluate their own businesses, both its strengths and weaknesses. A digital marketing strategy also requires a business to look outwards at the industry and direct competitors. A digital strategy helps to guide a business forward with an awareness of all factors that will influence the business.
A B2B digital marketing strategy isn't just a document that gathers dust. Businesses with a digital marketing strategy have owners responsible for delivery. Unlike businesses with no documented strategy, having a digital marketing strategy provides accountability for delivery. By linking your digital marketing strategy to a tangible marketing funnel you'll be able to give accountability for implementation and results.
Most marketers don't have a digital strategy. Having one could help you win in B2B marketing
Digital marketing gives you access to a vast number of new tactics which you can use to generate demand and awareness. However, the route to poor ROI and failure is deploying these tactics without a strategy. FullerFunnels will help your business develop a digital marketing strategy and identify which marketing tactics you should use to deliver that strategy to fill your sales and marketing funnels.
Sun Tzu said "tactics without strategy is the noise before defeat" and that is a fact in digital marketing. You'll be wasting your time and your marketing budget without a strategy to guide your actions.
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