What is B2B Marketing
Most marketers recognize that the way you market to consumers has to change based on what you are selling. But what if you are not even trying to sell to a traditional consumer? Business-to-business (B2B) marketing is the practice of marketing products or services to another business as opposed to individual consumers and with that, it demands that you change the way you are finding high-quality leads. And once you find the right people, you may have to spend quite some time nurturing them before they are ready to make a purchase. From driving qualified leads as a marketer and putting them through your funnel, you will need to have a deep understanding of your customer before a sale is possible. To accomplish all this, you have to devote a significant amount of time developing your funnel, customer personas, and collateral to ensure you are sending the right message at the right time. And we’re guessing you don’t have a lot of time on your hands.
Even still, the potential of B2B marketing can only be realized when your marketing and sales team are closely aligned throughout every stage of your funnel. Unfortunately, 52% of marketers believe that they provide their sales team with high-quality leads, while sales teams consistently rank their marketing-sourced leads as their least effective. This might help explain why 61% of marketers indicate that generating traffic and leads is their top challenge. If you are not working with your sales team, or they believe you don’t supply them with meaningful leads, your business won’t be growing anytime soon.
What is Funnel Marketing
The first step to improve your B2B marketing results is to develop an effective funnel for your prospects to move through. Simply put, a marketing funnel is a set of stages that map out your customer’s journey. By setting up a funnel, you will be able to measure how effectively you are filling the funnel with new leads and how well those leads convert in each stage. The idea here is that you will provide different resources and information about your product or service to your prospects depending on where they are in the funnel. In doing so, you provide them with the most value possible and help coax them towards purchasing from you. For example, if a prospect is in the initial stages of their journey and just starting preliminary research, it is probably not the best time to hit them with pricing. Instead, you might show them one of your blog posts that explains a common problem for someone in their position and how your company helps solve it.
By providing the right resources to your prospects at the right time, your brand comes across as helpful and informative as opposed to just another sales pitch. As a result, higher quality leads will move through the funnel and be more likely to convert at the end because they have spent more time with you and your product, maybe without even realizing it if your content marketing is particularly well crafted.
Our Process for B2B Marketing
At Power Digital Marketing, we understand the unique challenges that B2B marketers face and have developed a streamlined process to help you start recognizing the value of your prospects sooner.
- Discovery Call During our initial call, we will talk to you and your team about the goals you have and how you would measure the success of our partnership. You can expect to walk away with a clear picture of how we can help you.
- Content, Buyer Journey, and Sales Funnel Audit Next, we will conduct a thorough audit of your marketing and sales collateral or processes to assess where we can make impactful changes. This includes all of your content, your pre-established buyer’s journey, and existing sales funnel.
- Define Key Persona Messaging After we have an idea of where you stand in your process, we’ll look at your customer personas and help you develop key messaging for each. This will help us to put the right information in front of the right people moving forward.
- Funnel Build & Development Then, as the last step in our preparation, we will assist you in building out your sales funnel so you know exactly how to move prospects through each stage. This will ensure that you provide them with valuable materials at the ideal time.
- Launch & Ongoing Optimization Finally, we will help you roll out this new process and continue to monitor your progress. By continuously evaluating your performance, we will be able to further optimize your efforts to make your funnel as profitable and lean as possible.
Aligning our Efforts with your sales Team:
Your marketing funnel can’t truly be effective unless your team is aligned with the efforts of sales. So, to eliminate any problems, we will work directly with your sales team to set up important tools and processes for them as well. This includes Customer Relationship Management (CRM) software, lead scoring, and other workflows or automation.
Plus, we will ask for continual feedback from the sales team on the quality of leads they are getting from the funnel and change the process accordingly to ensure the best possible results. It’s important to remember that sales and marketing are working towards the same goal: closed deals. So we don’t measure the success of our work with you based on how many leads the new process drives, but the number of leads that close and make an impact on your bottom line.
Perfecting your Online Marketing Mix
At Power Digital, we have an entire team ready to deploy and help you reach your business goals. One of the highlights of working with us is access to channel experts that will work with you to create a customized marketing plan so you will see results. Whether it is Facebook ads, pay-per-click, YouTube, LinkedIn, SEO, content marketing, or emails, we have an expert for your needs. And because our team is so knowledgeable in their specific domain, we are able to quickly deploy tests or launch campaigns while pivoting the budget as needed to get the best results possible for you.
As we establish your customized plan, we will determine which our experts you need on your team in order to succeed while building out an infrastructure that is lean and will seamlessly integrate with your sales process. We’re not about adding frivolous steps to your funnel and want to see you close as many deals as possible.
As a B2B marketer, if you are not paying attention to your funnel and putting in the work to improve it, you are going to fall behind your competition and become dependant on lead sources like referrals which are largely out of your control. Instead, you should be working with Power Digital to develop a customized funnel and marketing approach to get as many high-quality leads as possible. It doesn’t matter what industry your business is in, we have experience working with a wide variety of clients and can help take your marketing team to the next level.
Still not convinced to sign up for an audit? Let’s put it this way… your competition is already utilizing a customized approach, your indirect competitors are already doing it too, and competitors you don’t even know exist yet are doing it. So what are you waiting for? Contact us now for your audit and start increasing your leads and closing more deals.
Your Sales Team’s Time is Valuable. Let them focus on closing… We’ll drive the Leads!
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