B2B Digital Marketing Techniques That Work

Digital marketing is inevitable—we can’t escape it.

All around us, brands are embracing all kinds of digital strategies to expand reach and drive conversions.

The key lies in identifying tactics that help you uncover the best-performing audiences and hit them with the right messages to encourage positive engagement.

Let’s explore digital techniques that may help you attain your revenue-generating goals.

Design Engaging Customer Experiences

Today’s buyers are looking for more than the usual product features or bundled experiences.

Their experience in B2C sectors influences their perception and they would want these personalized experiences replicated in B2B environments.

If you want to capture a sizable market share, you’ll need to reimagine your interactions with consumers. Reimagine to create experiences that address both business aspects and emotional needs.

How?

• Assess and smoothen areas of friction. Consumers expect streamlined interactions and transitions throughout their path to purchase. Study consumer feedback and suggestions to identify areas where they hit snags so you can review and deliver better experiences.
• Focus on offering successful outcomes. Buyers look for assurances that their purchases are worthwhile. Work toward effective problem diagnosis and provide adept solutions that align with customer goals.
• Building trustworthy partnerships. Go further than just offering products/services. Invest in your customer’s success and deliver on your promises. It will help build trust and even improve customer lifetime value through strategies like direct mail advertising by Cactus Mailing.
• After-sales service is just as critical. Staying engaged with your customer beyond the sale may help customers leverage their solutions fully and enjoy the true value of their purchase.

Account-Based Marketing

Here you design fully aligned outreach processes agreed upon by all customer-facing teams that are focused on building relationships with specific accounts.

The ABM strategy facilitates communication and forging partnerships with high-value organizations as though they are individual markets.

This level of personalization (account mapping, tailored campaigns, content, communication, and metrics) may help boost ROI and customer loyalty.

How do you implement it?

• Develop prospect-specific offers. Remember, we mentioned that you’ll be dealing with the prospect as though they are individual markets? Creating account-specific offers and content increases your value and may help secure meetings and deliver higher conversion rates.
• Target executives with direct mail. Top executives may not register for your webinar or respond to your email campaigns, but mailing marketing material directly may encourage engagement. You can send postcards with offers, catalogs, or gifts like travel pillows, cookies, etc to inspire conversation.
• Personalize website experiences. Customize your website so that whenever people from the accounts you’re targeting come to your website, they see content, images, landing pages, and offers that relate to their industry and needs.

Cold Calling

A RAIN group survey revealed an interesting statistic—more than 50 percent of C-Suite executives prefer phone calls over other means of communication.

Excellent news for marketers, but not so good if you don’t exercise proper mannerisms on the call.

Buyers have reported reps chewing on the phone or cussing because the prospect didn’t respond as they expected. If you want to win in cold calling, here are etiquette points worth observing:

• Speak clearly and with moderate speed. Nervousness goes two ways—you speak too fast or too timidly makes it tough for the listener to understand. Add connectivity issues and background noises and that conversation is over before it even begins.
• Pause from time to time to listen. Sometimes sales reps use rhetorical questions to explore or tackle problems. This can become a source of frustration for the listener since their views aren’t being considered.
• Undivided attention is crucial. Sounding distracted is irritating and will impact the call negatively. You’re the one interrupting the prospect’s day—if you can offer them your undivided attention, why should they?
• Repeat anything the listener doesn’t understand. Hearing brand new information over the phone and from a stranger can be difficult to comprehend the first time around. You may need to repeat a few statements and offer clarifications. Stay calm and helpful throughout.

Email Marketing

This time-tested, non-invasive outreach is perfect for reaching new audiences, boosting awareness, addressing consumer pain points, and driving sales.

Marketers also leverage them to update their subscribers on the latest news, advertise new offerings, and share valuable materials.

Best practices include:

• Segmenting audiences. It allows you to define your audience and adds relevance to your messaging to build stronger relationships and tap into sales opportunities. You can group them according to their firmographics, psychographics, and behavior.
• Pick an ESP. While most email service providers look similar and provide similar functions, they may differ in scalability. We recommend identifying an ESP that offers email marketing automation, offers segmentation options, manages your email list, and tracks performance.
• Craft strong subject lines. Admittedly, most of us consider the subject line to determine whether the email is worth opening or ignoring. Let your subject line sparks curiosity and touches on your audience’s search/buyer intent.
• Keep emails informational and profit-based. A key motivator for B2B purchases is to facilitate higher revenues for their business. Let your copy express the practical ways the brand may benefit should they partner with your company.

Benchmark Your Campaigns

Benchmarking your campaigns allows you to evaluate their performance to know whether they are working according to preset expectations.

Here are metrics worth checking:

• ROI. What’s the overall profitability of your marketing campaigns when you compare the investment you made against the returns generated? Working out this metric reveals the success rate of a campaign.
• Customer acquisition cost. What are the costs involved in bagging new customers? Work this out by looking at your organic and inorganic channels. Compared to inorganic channels, organic channels offer lower customer acquisition costs but take longer to materialize.
• Cost per lead. Here, you calculate the total cost of campaigns against the number of leads they generate. This metric sheds light on the quality of content and if it addresses the audience’s search intent. If the content isn’t useful to the audience, they won’t leave their contact information.
• LTV to CAC ratio. This metric checks the overall cost of onboarding new customers against the lifetime profit you can make from their business. Say the expected customer lifetime value for your customers’ averages $2,500, you’ll need to keep your marketing budget low to remain profitable. Otherwise, you may overspend in marketing but receive a minimal ROI for your efforts.