For many B2B marketers, the traditional marketing funnel that motivates prospects to identify itself and then move on to a sales funnel, is rooted in our minds. However, at the client’s time, the phrase of Forrester Research for a client-driven marketing landscape, the funnel has evolved to reflect a new expectation of customers that requires sales and marketing to work in tandem.
With this in mind, B2B marketing marketists must evaluate how their current B2B marketing strategy is aligned with the psychology of your buyers’ trip. In other words, B2B marketers must know how to navigate through a marketing strategy based on the client’s predominance.
Therefore, we have described a series of steps to follow when creating a B2B marketing strategy focused on the client. Ask yourself and your team: “We have verified the following tables when creating our B2B marketing strategy?”
Identify target people in your marketing B2B strategy
Going through the exercise to develop market-based and customer research is essential to understand not only who your audience is, but how to participate in the buyer’s trip. The incorporation of the marketing of people makes websites two to five times more effective and easier to use by directed users. However, only 44% of B2B marketers use buyer people. Therefore, make sure that your marketing B2B strategy includes experiences based on person who moves buyers forward on your trip with your brand.
Map a trip with a person-based client to boost his B2B marketing strategy
Building your influencer and decision making to understand your target audience is only part of the process of placing a customer-centered base for its strategy. Next, it is to assign the tactile points of your buyer trip through all the stages of the buyer. To close the loop of consciousness to revenue, it is essential to know the tactile points along the trip that are motivators and detractors to influence all parts of the customer experience. When developing your B2B marketing strategy, answer below: “How can I create a strategy with the framework that is aligned with the trip of your client to get clarity and define priority?”
Define and measure the objectives and metrics of Marketing B2B strategy.
Perhaps a void for a data-driven B2B marketer is a clearly defined metric for success. With a greater emphasis on customizing and customer experience (CX), B2B marketing and metric targets should be established to measure the success of marketing efforts that support a customer’s progression through the buyer’s journey. Your B2B Marketing Strategy must describe how you will create a direct contribution to income with high growth performance and fuel.
An example of recent case study of one of our technological platforms and service customers is ViewPointe, a leading provider of services administered in the private cloud. ViewPointe was challenged to continue involving customers over a sales cycle over 6 months. After clearly defining your B2B marketing goals, they lined up your content marketing plan with your customer’s journey based in person. As a result, ViewPointe remained committed to its customers throughout the buyer’s trip and closed more offers. One Way ViewPointe measured the customer participation elevator was an increase of 52% in the content of the person aligned website and the 164% increase in the commitment of the blog content of organic search references.
Your Marketing B2B strategy incorporates processable information with sales.
Referring back to our last client funnel illustration, the traditional displacement of sales market, without a feedback loop when an advantage is “turned on the fence to sales”, which caused the misalignment between the teams of Marketing and sales B2B. In fact, 25% of B2B marketers have no idea what their client conversion rate is. At the age of the client, his marketing strategy should describe how to tear the proverbial fence and, instead, encourage collaboration between teams.