B2B marketing: What lessons should B2B marketers learn from 2012?
Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.
Another year has passed. B2B space has witnessed plenty of action. It is time for B2B marketers to look back and to learn some real lessons from 2012. These lessons help you to make informed decisions in the future and to achieve better success.
Here is a brief overview of some valuable lessons offered by year 2012.
It is practically impossible to run the marketing function manually today. B2B marketers all over the world will vouch for this fact. Even 24 hours of the day will not be enough if you try to do it. Marketing is too complicated in today’s competitive business environment. You have the internet, the social media websites, etc. One of the main roles of a B2B marketer is to nurture and to quality leads for sales. It is almost impossible to do this manually.
It definitely makes sense to use technology wherever possible. A study shows that automated campaigns yield better results than manual campaigns. Technology saves money and time. If you don’t embrace, you will lose out to your competition and also frustrate the members of the sales and marketing team.
It is not enough to take care of the decision makers only. B2B marketers also need to identify the influencers and cater to their requirements. Influencer relations is gaining in importance. Influencers make a lot of difference to your sales. They can make or break a sale.
It is advisable to invest time in organizing events and in participating in events. You need to have efficient people manning your booths and giving demos in various events. You will get many good leads in these events. There are also many ancillary benefits. Your brand gets visibility.
Two major challenges faced by B2B marketers are measurement of marketing effectiveness and managing contacts. Enhancing conversions throughout the sales cycle, standardizing data and getting spend analysis were the issues faced by B2B marketers during 2012. You need to focus on these areas in the current year.
A good marketer should seek to excel in his/her work. He/she need to be willing to learn continuously. But the pursuit of perfection should not hinder the performance. Many marketers are too strict in their definition of a perfect lead.
While running an email marketing campaign, it is important not to overwhelm your subscribers. You need to just engage them. If your customer is overwhelmed, he/she will not click through your link. It is important to monitor the noise to value ratio of the business.
Sales team does not just sell. If you equip your sales team with adequate tool to share marketing content, they can add immense value to the business. This is what many successful global businesses are doing. But their focus should always be on increasing sales.
While analyzing your numbers, it is important to understand what the numbers mean. By laying out your results in an organized manner, you will be able to analyze better and to take informed decisions.
By incorporating the above-mentioned learnings into your current year’s marketing strategy, you are more likely to increase your profit in 2013.
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