A common challenge that many marketers face is how to capture marketing ROI for their B2B clients. Unlike consumer marketing, where you can attribute a sale, click, or other conversion, B2B conversions are a bit more complex and harder to track.
One of the largest hurdles that I see when working with my B2B clients is their ability to think about how to move their typical sales approach from a one-on-one, direct contact process to a larger platform. Companies often believe that the only way they will gain new relationships is solely by introduction and reaching out and shy away from using the digital marketing platforms out there.
But what these B2B companies don’t realize is that there is a tremendous opportunity to get new exposure by leveraging several of the same marketing platforms that help B2C companies grow their revenue daily. Social media, advertorial, blogs, and even digital ads are guaranteed to generate new exposure. GE, IBM, SAP and many other Fortune 100 companies have innovated their digital presence and expanded their reach through the power of social media. Just when you thought your traditional “B2B clients aren’t on Facebook.”
With the right strategy, leveraging digital marketing platforms to create brand trust and support your sales process will grow your business. It requires the right strategic plan and the right marketers managing, but I have seen tremendous success time and time again.
While this strategy is almost always very unique to industry, here are four standard marketing tips that can be applied to most B2B business models:
These four marketing tips are not only simple, but they actionable as well. It’s important to note that these tips do not account for things like content strategy, analytics, optimization, testing, or any of the other tactics that B2B marketers have to use to measure ROI, but instead should help companies stimulate a new way of thinking about how to innovate their digital growth.