A recent GGC Webinar, co-sponsored with Chase Bank, outlined the critical programs B2B marketers use to drive revenue while reducing cost/sale
There is a lot of noise these days regarding B2B marketing and the absolutely critical programs your company must be pursuing. Not everything works, and not everything works the same. So, how do you decide what is best? And, how can you measure if it's working? Luckily, B2B marketing has never been more measurable, trackable, and accountable. In fact, it's easier to get to documented ROI than ever before.
Start with our B2B Marketing “Dirty Dozen” webinar, and from there, you'll see the tools you need to capture. Hosted by Joel Goldstein, the President of Goldstein Group Communications, and co-sponsored by Chase Bank, the webinar takes you through the 12 most critical steps—our “Dirty Dozen,” so to speak. The conversation starts with aligning your marketing strategy with your growth strategy and goes on from there to share a variety of best practices, programs, and tips on technology tools that prove most effective for the B2B marketer to have in their toolbox.
Here are just a few highlights, but we encourage you to listen to the whole webinar and take advantage of an accompanying workbook with tables, budget guidelines, and exercises to take your team through setting priorities and campaign messages. The webinar is created from 30 years of experience in B2B and digital marketing and might be the one hour that changes the direction of marketing and growth for your company.
Start with Defining Your Customer, Your Product, and Your Company
Do you have a marketing strategy already in place? Great! This will be an excellent way to audit your current strategy. Hopefully, you already have the answers to the following questions. If not, it's a great time to refine and optimize your strategy. And, if you're just starting, you'll want to get these answers before spending any resources on building your website, creating content, or advertising.
What are your company’s “only, trigger and switch” messages?
Which features or capabilities are provided ONLY by your company or product?
What TRIGGERS prospects to go on Google and search for your products?
What messages are powerful enough to get people to SWITCH to your company/product/service?
What is your company specifically best in the world at?
Why do you win a sale? Why do you lose?
What is the messaging that everyone in your company uses to describe your company's benefits and differentiators?
What is your ideal customer profile "sweet spot"?
These questions just scratch the surface. There's a lot more, and they will all help your company by focusing your marketing efforts. But you can tell they are some hard questions, and sometimes we encounter clients that have worked at their company for years and don't know the answers to these questions.
Use the Martech Tools to Help Your Marketing Strategy
The right martech stack will tell you what's working and what's not. But, if you've started researching Martech tools, your head is probably spinning from all the options. Luckily, there are clear champions for many of the different areas to measure, and we're going to help you identify and use them. Some of our favorites include HubSpot, SEMRush, WebsiteGrader.com, seamless.ai, Vidyard, and more that are highlighted in the webinar.
Using the right tools will help with rankings, click-throughs, paid search ads, form fills, conversions, etc. And they'll tell you what is working and what isn't. Take the guesswork out of marketing analytics by using the right tools.
Adding Fresh Content
Content drives conversions! You need to constantly add content to attain Google rankings, answer prospects' questions, attract prospects, and keep in front of your current customers. So how can you do this on top of all the other parts of your marketing strategy? Well, there are a couple of ways to solve the content riddle. The first is a content tree where you take one piece of content and use it across multiple platforms, including blogs, social media, press releases, emails, etc. Another is to do a Google search on your product. You might see a snippet or what people are asking about ("People also ask"). These are some great approaches when you don't know where to start. And, we'll tell you about some even easier ways to get quality content ideas.
Convert the Leads When They Are on Your Site
You've got people coming to your site! Now you need to make sure your site is up to par in navigation, website speed, user experience, calls to action, and more in order to achieve the benchmark 2% conversion from anonymous visitor to lead. Where are your contact forms? What types do you have? What information are you asking for? There is a science behind user experience. We'll help get you get there.
See the rest of the Dirty Dozen in the on-demand version of the webinar and the B2B Marketing Workbook.