6 B2B Marketing Strategies for 2019
By Austin LaRoche, ATAK Interactive CEO
The world of business to business marketing is constantly expanding and best practices are changing rapidly. When was the last time you updated your company’s B2B marketing strategy? We want to make sure you’re staying up to date with the most effective strategies so you can maintain your competitive edge. Read on for some of our top B2B strategies to help your company get ahead.
1. Sophisticate Your Email Marketing by Keeping Your CRM Well Maintained
The first step to effective marketing is to know your customer really well. One way you can achieve this is by keeping your CRM in tip-top shape. A CRM is only useful if you keep your lists well maintained, ensuring all information is up to date, labeling your campaigns accurately and clearly, standardizing your data conventions across the board, and doing regular audits for data quality. With a clean list, you can begin sending much more targeted email campaigns to prospects at all stages of the funnel, in specific regions, industries, etc.
2. Email Automation
Did you know that setting up effective email automation can increase your sales by an average of 10%? Email automation allows you to send messages to specific customers at designated times, often based on their on-site behavior. It’s typically tapping customers at key points of engagement to help nudge them further down the funnel. This is one of the most low effort ways you can turn leads into customers; once you’ve created an email flow it’ll allow for having clear and consistent communications with your clients while saving you from having to send time-consuming individualized messages.
3. Get in the Weeds with Your Customers
Consumer marketing often involves making vague, hyperbolic statements that sound appealing but don’t actually hold up. For B2B marketing, your audience knows the products and services, so your messaging and content should be well informed and straightforward. This means staying away from publishing articles and social posts with sensational clickbait-y titles and focusing instead on high-quality content that is detailed-oriented and valuable to industry insiders.
4. Think ROI for Clients in Messaging
Remember, your company’s roll is to sell products and services that are going to help other business run more efficiently. If your product can save your customers time and/or money, don’t be afraid to showcase what that actually looks like. Similar to the tip above, don’t be afraid to wade in the specifics of what a return on investment looks like. With repeat business being so essential to B2B organizations, make sure you follow-up and examine the return you’re providing for them. It can be a great case study to draw from.
5. Visually Appealing Collateral
We get it, if you’re printing brochures or paying for a billboard, it’s tempting to want to cram in every last detail about your products or services. Trust us, more is rarely better. Instead, take a step back and consider what the underlying message you want potential customers to receive, then boil it down to a few key points and lead with those. Clean, clear communication will always be king.
6. Make Sure Sales and Marketing Teams Are Working Together
Have you ever seen a rowing team that’s fallen out of sync with each other? Instead of moving forward, the boat starts to totter from side to side awkwardly. Don’t let this happen to your company, keep your marketing and sales teams in sync. This means making sure that everyone’s on the same page when it comes to company mission statements, messaging, and public goals. Take the time to ensure everyone is trained so that, when asked, employees from any team can give a clear explanation about what the company does and why it exists.
The best way to keep your B2B marketing on track is to ensure all your channels are working synergistically. The world of B2B marketing is transforming at a rapid pace, stay tuned on the latest by subscribing to the ATAK Interactive newsletter.
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