Business-to-business marketing (or B2B marketing, as it is often called) involves the sale of one company’s product or service to another company.
Whilst it comes as no surprise that the B2B marketing ecosphere is changing, there have been some noteworthy shifts in how B2B purchasing decisions are happening, but also who is responsible for influencing them.
Google has paid particular attention to the changing landscape of B2B since 2012 and recently carried out a survey of around 3,000 B2B researchers about their research and buying habits – along with their use of digital (specifically mobile, search and video content).
Over 100 billion searches are performed on Google every month. With statistics like this, one thing has become clear to marketers across the globe: Search Marketing is no longer optional, it’s vital.
Search Marketing is the process of gaining traffic and visibility from search engines. This can be done through paid advertising, organic search engine optimisation, or a combination of both. While hosted on the same platform (search engines), there are distinct differences between these channels. Here are a few things to consider when you’re allocating your next Search Marketing budget.
Marketing Automation programs have been around for a while now, but marketers and business owners alike still struggle to understand the concept; commonly asking ‘what exactly is marketing automation’ and ‘how can it help grow my business?’
1. So, What Exactly is Marketing Automation?
Marketing Automation is a software solution that helps businesses track a prospect’s interactions with across their various web properties such as their website social media channels and any email campaigns. In doing this, the program builds a robust series of dynamic lists that allow businesses to automatically tailor their marketing messages to the prospects’ individual needs and stage in the buyer journey.
There’s no denying the success of social media marketing. That’s why 83% of marketers indicate that it’s an important part of their business’ marketing strategy [Social Media Examiner].
While the benefits of social media marketing practically speak for themselves, most social media marketing still comes from B2C companies, which leaves us wondering why B2B is lagging behind.
There are undeniable differences between the way B2B and B2C social media marketing works, but if it’s done right, it can be just as (if not more) effective in B2B.
Any relationship is difficult to maintain without regular communication over time, and this is no different when it comes to your email subscribers or customers. If you don’t communicate with them, they’re likely to give you the cold shoulder.
What is a Cold Email List?
A cold email list is often the result of purchasing email addressed or using a list that is out of date. Email contacts move companies and change email addresses often and the longer your list sits there, the more email addresses that you have will bounce.
A cold email list tends to have higher bounce rates and spam reporting. There are many risks when sending emails to cold or unengaged lists, which will negatively impact your ability to communicate with your subscribers.
From sports to politics and everything in between, to gain competitive advantage and ‘win’ in your space, you have to know what you’re up against. This is ever more prominent in the world of business, where several other companies are competing for your customer’s attention and, ultimately, their cash.
By understanding exactly who your competitors are, and what they are offering, you are best positioned to set your prices competitively and to market your products and services in a way that stands out. You can also assess any threats posed by both new entrants to your market and current competitors.
According to the Direct Marketing Association, email marketing yields an average 4,300% return on investment for businesses in the United States.
But will it work for your business? Here are some indications that email marketing might be just what you need.
At the Lead Agency, we’re often contacted by business owners who aren’t happy with the way their Adwords account is performing. Adwords costs can add up quickly, especially for business owners who outsource, as they’re not only paying for the cost of each click, but also the fees of an external agency that manages their account.
With access to the Adwords account, we can often tell why it’s not making money at first glance; from using keywords that are not relevant, to locations that are too broad, and landing pages that are unlikely to lead to conversions.
According to Search Engine Journal, inbound marketing leads cost 60% less than outbound leads, so it’s no surprise that Inbound Marketing has revolutionised the way B2B marketers operate. However, outbound is still considered the best way to generate B2B marketing leads.
But, what exactly is Inbound Marketing?
People who don’t work in marketing are unlikely to be up to date on the latest buzzwords in the industry. However if your business engages in any marketing activity, it’s likely that you are, to some extent, already engaging in Inbound Marketing activities without even knowing it.