2 essential tips for a successful B2B marketing campaign
The business-to-business (B2B) buying process in technical industries is less about emotion, and much more about logic and return on investment. Nevertheless, you’re still dealing with individuals who have their own wants, needs and challenges. Research, historical data and knowledge about your audience are all massively important in B2B marketing and will help you to create a solid strategy for your marketing campaign.
Ten B2B content marketing goals
One of the first questions I always ask focusses on the goal(s) of your marketing campaign. And this is no different when making your B2B content marketing strategy. The first step in creating a strong strategy is to determine your goals. What would be the point in creating, publishing and sharing content, if you have absolutely no idea what goals you want to achieve with it? Goals are necessary to measure results and/or make adjustments during the process to improve those results.
NEWS: Geomares establishes subsidiary for technical B2B marketing services
Marketing and media company Geomares today announced that it is splitting off its marketing services and transferring them to a newly founded subsidiary: Factrics, marketing by facts. Durk Haarsma, Director of Strategy & Business Development at Geomares, explains: “This move represents a conscious choice to make a clear separation between our advertising and marketing services, both internally and externally. The Geomares brands remain an essential link in the interaction between professional buyers and businesses in the geomatics and hydrographic community. With Factrics, we’re aiming to become the go-to digital marketing agency in the technical B2B industry, supported by our extensive industry experience and in-depth knowledge of digital marketing.”
Collecting high-quality email addresses [CUSTOMER STORY]
For many companies, generating high-quality email addresses (leads) for their database is an essential part of their B2B marketing strategy. However, B2B marketers often struggle to tackle this effectively. How can you ensure that an anonymous visitor leaves their email address in exchange for more information? For two of our industry websites, gim-international.com and hydro-international.com, we tested various pop-ups between January and June 2018, and we discuss the results in this case study.
Branding and lead generation through tailored content [CUSTOMER STORY]
Teledyne CARIS has been a developer of software for the hydrographic, ocean mapping and wider geospatial community for over 35 years. The advanced software from CARIS is used worldwide in very diverse application areas and by a wide variety of companies. In order to illustrate the real benefits and possibilities of its software, CARIS was looking for a partner to create content about the applications of the software and to promote the content to a relevant audience. The main targets of the campaign were to contribute to the branding of the CARIS software through informative articles and to generate high-quality leads among the people who were reading the articles.
3 ways to distribute your content effectively
Distributing content is almost as important as creating it. The first step in this will often be publishing it on your own website, but that won’t be enough to achieve maximum impact. Even companies with an immense audience such as The New York Times or Red Bull use an extensive arsenal of channels to share their content. In order to develop a good distribution plan for your content, it is very important to put yourself in your target group’s shoes. Where are they active, and which channels do they want to use to see and consume your content? Use your buyer personas for this! Distribution channels can be divided into three groups: owned media, paid media and earned media.
What is a marketing funnel and how do you use it?
Did you know that only 2% of the purchases are made at the first contact moment? This percentage is even only 10% at the fourth contact moment. On average, a customer needs between 5 and 8 contact moments before a purchase is made. These moments together form the customer journey and this journey is different for every customer. That is why it is very important to respond well to this with your communication, so that potential customers get the right information at the right time. The process towards a purchase is called the marketing and sales funnel.
How to determine the success of your marketing campaigns
When setting up and executing marketing campaigns, you want them to be as good as possible. And when it is finished, you want to determine whether it has been a success. If it’s not, you want to know what could have been the problem and what can be improved for next time. Predetermining concrete marketing objectives can help you enormously with this. It provides guidance and forces you to think carefully about the message, the target group and the required impact.