B2B direct marketing remains one of the most powerful communication tools in the marketing mix, especially when used with conjunction with digital marketing. Most people often ask about the most successful tactics for B2B marketing that drives leads or new sales. While the only specific answer is that it depends on your business, but to think from the bottom line, there are a few strategies that have shown tremendous success in most companies.
B2B Direct Marketing Tactics That Work
Inbound B2B Direct Marketing Tactics
Inbound B2B direct marketing tactics consistently deliver best return on investment when it comes to marketing and promotion. Even though it is not the foundation activity, when done keeping in mind the company’s survival rate in today’s customer driven market, it can show some great results. It is important to have easy to navigate website that is designed in a way to provide your clients and other businesses with ample of opportunities to connect with your company.
This strategy only works when backed with an effective content marketing strategy. It should focus on customer needs, defining different models of your business. The clients or customers should be able to get as much information as they like regarding your company’s contact details or other offers that they are interested in. While some content need to be found on the internet and curated, you might also get your own original content created depending upon your customer needs. Email, local SEO, social mobile, paid search and direct mail are some of the most common tactics to get started with your content strategy.
Embracing Buying Behavior
Companies that purchase decisions are no longer dependent on baby boomers. In fact, millennials are accustomed to purchase online and follow particular suit when purchasing for their own businesses.
According to latest market reports, Millennials are nearly 131 percent more likely to make buying decisions for companies. They don’t even go to trade shows and perform their duties by just reading the company blog, researching competitors, signing up for email, and even checking out the brands on Twitter before making a final buying decision.
Smart B2B direct marketing brands have created new ways to connect with customers and all of them are based on independent research online.
Extend Sales Relationship To Email
Email has become an extremely powerful medium for B2B direct marketing. Mobile advertising and social media are already dominating the airwaves in the market. However, email is still the best and effective way to reach buyers. Market research has reported that there are almost three times as many e-mail users as Twitter and Facebook combined. So, instead of focusing too much on email marketing scheme, the B2B direct marketers should try the following tactics:
Move beyond newsletters: Newsletters are important, but it’s time to bring some change now. You must focus on email programs to replicate the beginning experience of the business to business relationship without losing the main point of contact.
Focus on client-centric approach: Using customer data to design email marketing campaigns will help you reach your targets in a much better way. Just like a sales representative would revise and fiddle with sales pitch marketers, your company should also actively manage and update all the email programs on regular basis. .
Personalize everything: Personalization is the key to attract the attention of clients when it comes to B2B marketing. Email marketing is a transactional medium through which B2B marketers can reach buyers in a much effective way.
Implement Cross-Channel Digital Marketing
B2B direct marketing have already figured out that the best results come from proactive approach. While email marketing is important, it cannot be the only tactic for B2B direct marketing. Eventually, email marketing wanes when we talk about large segments of your subscriber base resulting in long sale cycles. In order to combat this, B2B marketers must focus on developing cross-channel contact strategies to keep their subscribers engaged.
These strategies involve:
Integrating display and email marketing in cross channel marketing campaign, companies should be able to see substantial increase in conversion rates.
For instance: Industrial supply company, Grainger saw an amazing 20-40 percent growth in conversion rates as a result of implementing this practice.
Established brands are also going mobile. Whether agriculture, manufacturing or any other industry, utilizing mobile marketing is must for every company today.
Creating Digital Sales Representatives:
When designing or redesigning a cross channel digital marketing program, it is important to take into account the best account manager. The cross channel strategies should be more relevant and helpful as any real-life best account manager.
9 Steps To Ensure More Effective Results Through B2B Direct Marketing
In the end, it is important to understand that making strategies is not enough. It is equally important to implement them to ensure profitable results and increased revenues. Here are 9 implementation rules that will make your B2B marketing more efficient and result oriented.
● Understand that the goal of a marketer is get customers and keep getting them as long as it tends to survive.
● Each strategy should be framed with customers as the center point and not the business itself.
● Realize that we need to help the sales people sell the offers, items or products being offered. .
● Set clear goals and help your organization to find the best way to focus on customers’ needs.
● Create a well planned and integrated marketing plan clearly mapped to buyers’ journeys and details on media consumption patterns.
● Work closely with your partners on the basis of pay-for-performance.
● Drive only customer centric content in all channels.
● Focus on optimizing your plans on execution.
Once you get insight of all the strategies and tactics that can help your B2B direct marketing goals, it is important to make sure that you also have a competitive team or teams that can effectively and efficiently implement the resources in the right manner. Implementation is the key to success. With right implementation of B2B direct marketing strategies, you can expect to get high conversion rates, and increased revenue year by year.