Guide to B2b marketing



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The Complete Guide to
B2B Marketing
How to optimize your campaigns and drive more revenue.

INTRODUCTION Be a better BB marketer. Get a glimpse into the challenges of modern BB marketing — plus a first look at the best practices, tips, and advice this e-book provides.
CHAPTER ONE……………………………………………….......4
Be better at lead generation. Learn how to generate high-quality leads with marketing automation features like landing pages, forms, and progressive profiling.
CHAPTER TwO……………………………………………………13
Be better at lead qualification.
Be able to distinguish between lead scoring and lead grading, and learn why you need both.
CHAPTER THREE………………………………………………22
Be better at lead nurturing.
Depending on your level of experience, this chapter can help you lay the groundwork for successful nurturing campaigns or help you improve the processes you already have in place. TABLE OF CONTENTS
CHAPTER FOUR……………………………………………….....32
Be better at email marketing.
Learn how to build a successful email program from start to finish, and optimize your messages for the inbox. CHAPTER FIvE……………………………………………….......43
Be better at content marketing.
Learn to create and implement an effective strategy that promotes and tracks BB marketing content. CHAPTER SIx………………………………………………..........55
Be better at webinars and events.
Make the most of your BB marketing events investment. CHAPTER SEvEN………………………………………………...64
Be better at social media.
Optimize your social media accounts by planning asocial content strategy, building a following, and setting and reaching) goals. CHAPTER EIGHT……………………………………………….....72
Be better at ROI reporting.
Get a quick overview of closed-loop reporting and a list of valuable ROI metrics to track / Pardot

In early 2015, Salesforce conducted a survey of more than
2,100 global marketers to better understand the current state of BB marketing. The results proved that BB marketers areas time-strapped as ever, and consistently grapple with three main challenges new business development, lead quality, and lead generation.
But that’s not all that BB marketers have on their plates. The emphasis on a more cohesive, personalized selling process is growing, leading many marketers to increase their investments in technologies that can help them create 1:1 buying experiences. Marketers now own more of the lead-to-revenue cycle than ever and are responsible for engaging with buyers throughout the entire customer lifecycle. In an increasingly digital and data-driven world, this means more than well-timed emails and the occasional clever Tweet. Marketers need to think bigger — and this e-book can help.
The following chapters will guide BB marketers through the eight main pillars of digital marketing, with checklists and worksheets provided at the end of each chapter.
INTRODUCTION
Be a better BB marketer.
intro
Whether you’re building a BB marketing strategy from the ground up or you’re working to perfect the strategy you already have in place, you’ll find valuable insights on how to:
• build effective and measurable lead generation campaigns
• qualify and assign leads to sales — at the right time
• increase the value of your database using targeted nurturing programs
• create engaging emails that resonate with your target audience
• develop a content strategy that supports your overall business goals
• build a webinar and event marketing strategy from the ground up
• engage with your target audiences over social media in an authentic way
• report on the success of your marketing initiatives
Start your journey to becoming an even better BB marketer. Lets dive in
3 / Pardot

BB marketers are facing an ever-increasing demand for more high-quality leads. In fact, according to BB Technology Marketing Community, marketers lead generation budgets have increased 50% since 2013, demonstrating the growing number of resources that marketers are investing in lead generation initiatives.
In the BC world, lead generation typically starts and ends in the same place the purchase. On the other hand, BB marketers with long, complex sales cycles look at conversion as getting a visitor to fill out a form in exchange for something of value, such as a white paper, a product demo, or a free consultation. The purchase maybe months — or even years — away. Landing pages with hosted forms are often the de facto method for these conversions, which is why optimization is so crucial to the sales and marketing process.
According to a 2015 study by Regalix, 84% of marketing executives indicate that lead generation is the number one benefit of a marketing automation tool. The first chapter of our guide takes a look at CHAPTER ONE
Be better at lead generation.
one how marketing automation features like landing pages, forms, and progressive profiling can help marketers boost the effectiveness of their lead generation programs.
CReATInG effeCTIve LAnDInG PAGeS
Landing pages area key ingredient in lead generation, but building the perfect landing page isn’t always easy. It requires a great deal of testing and analyzing — combined with eye-catching visuals and persuasive copy — to build a landing page that will not only decrease bounce rates, but will also increase conversions and the amount of time visitors spend interacting with you. Historically, landing pages were primarily used for basic data collection, but today their usage has evolved. now, landing pages can be used as launchpads to drive visitors deeper into your site, directing them to more valuable content. With tools like marketing automation at your disposal, you can create landing pages, forms, copy, and calls-to-action that are optimized for that purpose to keep your visitors engaged on your site, even after they’ve already converted.
4 / Pardot

So where do you begin


Start with your value proposition
Brag about your credibility.
Decide what information to collect.
Follow best practices.
Test elements to improve conversions.
Fine-tune your thank you content.
Add testimonials.
Communicate your value proposition.
Test, test, test.
Get input from sales.
Identify high-value actions and pages.
It increases your reach.
It gives you more bandwidth.
Welcome campaign
Re-engagement campaign
Competitive drips
Promotional drips
Renewal campaign
Become a nurturing expert.
Define your kpis.
Understand timing.
Link to additional resources.
Is html or plain text better suited for your
Have you broken your email content into
Did you include contact information, social
Is your email optimized for mobile
Start outright.
Use active opt-ins or confirmed opt-ins.
Make opt-outs easy and fast.
Be clear. be consistent.
Choose your words carefully.
Watch your timing.
Break text into bullets and
Don’t forget unsubscribe links.
Multiple recipients with the same domain
Sending several emails in a short amount
Clean your lists regularly.
Warm up your ip address.
Make opt-outs easy.
Saving time and money.
Educating prospects.
Identify your goals.
Create your buyer personas.
Start developing your content — with your goals
White papers and e-books:
Graphics, infographics, microsites, and interactive
Map your content to the sales cycle.
Start measuring.
Get your title right
Share to social networks.
Create quality content.
Don’t forget the metadata.
Perfect the page url.
Plan your strategy.
Get free e-book
Practice, practice, practice.
Simplify lead tracking.
Amplify the conversation.
Extend the impact of your event.
Hire the right vendors.
Advertise online.
Issue a press release.
Hashtag and geotag.
Pass leads onto sales.
Follow up promptly.
Consider your capabilities.
Use your website.
Join communities.
Engage with influencers.
Determine what matters.
Audit your social accounts and past performance.
Outline actionable steps.
Demonstrate value.
View infographic
The percent of customers directly sourced by
Customer acquisition cost
The percent of customers influenced by
Cost per acquisition
Cost per lead (cpl) and cost per acquisition



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