Sie hinken bei digitalen B2B-Marketingstrategien hinterher. Wie kannst du aufholen und das Rudel anführen?

Data analytics became core to our strategy. We started analyzing website and social media data to learn from customer behavior. It helped us to understand the type of content that worked really well for our audience. We learned, for example, that clients were using lots of case studies in success stories with clients. So we created more and shared it across all channels. Regular check-ins and performance reviews allowed us to iterate on our approach. We learned, for example, that when compared with expectations, our social media engagement was low. We tried different content types like videos and infographics and succeeded in bringing up the engagement rates.

Profissionais de marketing digital para o mercado B2B devem ser, antes de qualquer outra coisa, data driven, ou seja, orientados a dados. Marketing Digital B2B deve estar sempre focado em entregar mais resultados nas metas chave como geração de leads qualificados, nutrição de leads durante contatos de vendas, ganho de engajamento nas ações digitais etc.

Audit and Optimize: Evaluate current strategies. Identify gaps and underperforming areas. Embrace Data: Leverage analytics to inform decisions and tailor your campaigns. Invest in Training: Upskill your team with the latest digital marketing techniques. Innovate Boldly: Experiment with emerging trends like AI, chatbots, and personalized content. Foster Community: Engage with industry thought leaders and participate in relevant events.

To catch up and lead in digital B2B marketing, start by conducting a thorough audit of your current strategies to identify gaps. Immerse yourself in the latest trends and technologies through relevant courses and certifications. Upskilling is crucial to meet evolving trends and client needs effectively. Leverage data analytics to refine your approach and enhance your digital presence with targeted, innovative content and campaigns. Experiment with new tools and strategies, such as AI-driven marketing and advanced segmentation. Engage with industry communities to gain insights and stay ahead of trends. By continuously learning and adapting, you can bridge the gap and set the standard in digital B2B marketing.

To elevate your digital B2B marketing strategies and surpass competitors, begin by enhancing your tech stack. For example, integrate a sophisticated CRM to deepen your understanding of customer behaviors and preferences. This enables more targeted & personalized campaigns. Focus on building a content marketing strategy that involves creating authoritative blog posts, insightful white papers, and engaging webinars that position your brand as an industry leader. Optimize your online presence through SEO tactics, such as keyword optimization & backlinking, to improve search engine rankings, & consider leveraging LinkedIn ads to target specific industry professionals.Further, adopt AI tools to predict customer trends & personalize interactions.

Creating resonance with a compelling story and especially how an individual/institution overcomes pain points is the key to build content. A case in point. The recent stunning comeback victory by Hong Kong fencer Vivian Kong in clinching HK’s first gold medal at the 2024 Paris Olympic became an instant inspiration. She was trailed in the match at 1-7 but she persisted till the end, turned the game around to nail the win. Her fighting spirit exemplified the spirit of never giving up and fired up the nation. The message needs to appeal to sentiments and not purely commercial. Everyone loves a good story and especially how the story can uplift you make you a better individual. How Vivian turned the tide offers insights for business turnaround.

Um dos grandes desafios para a produção de conteúdo para marketing digital B2B é o desenvolvimento de conteúdo que realmente contribua com a jornada de compra do cliente. Ainda são muitos os profissionais que se apegam somente às técnicas de SEO e se esquecem de produzir conteúdo que realmente engage os clientes, entregando conhecimentos profundos para aqueles já são iniciados no contexto da oferta de produtos, serviços e soluções.

Incorporating video into your content marketing strategy can significantly enhance the education and nurturing process of converting Marketing Qualified Leads (MQLs) into Sales Qualified Leads (SQLs). As a subject matter expert, I've seen the power of video to convey complex information in an engaging way that resonates with B2B audiences. Utilizing video for online presentations or demonstrations can effectively showcase your company's expertise, ultimately aiding in business growth and sales enablement.

Content is the cornerstone of any successful marketing strategy. Regardless of your industry, staying innovative with your content is essential. Your content should be carefully crafted and strategically designed to align with your company's values while resonating deeply with your target audience. It's not just about creating content—it's about creating meaningful, impactful content that engages, informs, and inspires your customers, setting you apart from the competition.

To catch up in digital B2B marketing, start by auditing your current strategies to identify gaps and outdated practices. Invest in upskilling your team in the latest digital tools and platforms, and consider adopting agile methodologies to respond swiftly to market changes. Staying ahead requires continuous learning and adaptability.

Vendedoras e vendedores B2B ainda estão engatinhando quando o assunto é Venda Social ou o conhecido - ou nem tão conhecido - Social Selling. Muitos ainda pensam somente nos contatos e nas conversas de fundo de funil, de venda direta e se esquecem que tudo em vendas é relacionamento e construção de confiança, inclusive nos canais digitais de relacionamento como o LinkedIn.

Social selling has become a critical component of modern sales strategies. It's no longer just about making connections, it's about building relationships and trust through consistent, valuable engagement on social platforms. By sharing insightful content, participating in relevant conversations, and demonstrating genuine interest in your prospects needs, you position yourself as a trusted advisor rather than just a salesperson.

Cuidado ao utilizar a automação, em qualquer frente de vendas ou marketing. Antes de pensar em automatizar compreenda se você conseguirá humanizar e personalizar, principalmente quando falamos de vendas B2B. Somente depois de refletir sobre isso é que suas ações automatizadas conseguirão entregar os resultados que precisa.

It's easy to feel like you're playing catch-up in the fast-paced world of digital marketing. Before diving headfirst into automation, let's get real about where you're falling short. Are your leads going cold faster? Is your sales team drowning in unqualified prospects? Or maybe your content is as engaging as watching paint dry. Honest self-assessment is the first step to crafting a winning strategy. Automation isn't just about replacing humans with robots. It's about freeing up your team to focus on what matters most: building relationships. Here's how to make it work for you:

Não existe outra coisa para se investir tempo antes da experiência do cliente. Não adianta vender se o cliente não está no centro das suas preocupações. Desde os primeiros pontos de contato, devemos compreender que o resultado somente será alcançado se o cliente tiver a percepção de boa experiência e a compreensão da sua satisfação muito bem atendida.

SEO is a critical evergreen element in your marketing strategy. It is not a set-it-and-forget-it element, however. If you do not have someone on your team with SEO experience, make sure you have a consultant who can review your site's performance on a regular basis. Just as important as SEO is SEM. If you are not taking advantage of SEM, look at it as another evergreen marketing strategy to invest in.

Understanding where your B2B clients are active in the digital space is crucial. Identifying the right digital platforms allows you to tailor your marketing strategy and content to effectively reach and engage with your target audience. This will involve: - Conducting thorough research to determine which platforms your clients use most frequently. - Developing strategies that cater to the nuances of each platform. - Creating content that resonates with the audience on each specific platform. - Actively engaging with your audience on these platforms.

No need to re-invent the wheel. When falling short, hiring external expertise (fractional CMOs, agencies) for a short time can be the kickstart to get up to speed.