1. Development of Buyer Persona profiles
Every house is built on its foundations, and the same goes for a B2B marketing strategy . What are they?
Analysis of your market and competitive environment
Comprehensive internal analysis
Knowledge of your buyer persona and their purchase cycle
The latter is especially useful, since in addition to knowing what your potential belgium email list clients need, want and expect, building profiles of your Buyer Persona will help you develop your Sales Enablement strategy and contribute to creating synergies between your marketing and sales teams.
In your marketing budget you should allocate resources (and efforts) to develop different buyer profiles, including conducting interviews, surveys and competitive analysis.
Putting yourself in the psychological profile of your customers will help you address them in tune with their doubts and concerns, as well as make marketing and business decisions that are in line with them.
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2. Improve your lead capture strategy with landing pages and forms
Optimizing your landing pages and forms will have a huge impact on your lead generation strategy, as it is your way of collecting data from potential customers .
If you want to make a big impact on lead generation , you need to start with your forms and landing pages. Here are some tips for optimizing lead capture according to Engineer Cliff, Senior UX at Pardot :
Your text should be scannable and take into account that readers scan information in an F-shaped pattern. This means you should put more weight on information at the top and left of your page.
Make your CTAs (calls to action) as localizable as possible.
Ask for the minimum amount of information possible on your forms . Marketing automation features like progressive profiling can help you minimize form fields while still collecting valuable information about a lead over time.
Do you want to know more about how to boost your conversion and capture new qualified contacts? Download this masterclass on Growth Marketing !
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3. Bet on content marketing
Corporate blogs increase companies’ online visibility. In fact, according to Hubspot data shared by Dan Scalco , founder and director of Growth at Digitalux, “companies that publish blogs get 70% more potential customers than those that do not publish on the blog.”
“Blogging not only creates more 'pathways' for people to find your website, but it also increases trust in your business” Dan Salco (Digitalux)
Why spend part of your marketing budget on content creation ? “Blogs not only create more ‘ways’ for people to find your website, but they also increase trust in your company,” says Salco. Plus, content allows you to:
Position yourself as an opinion leader and a reliable source in your market
Answer your potential customers' various questions even before they ask them
Help you improve the different phases of your funnel and prevent your contacts from leaving it, guiding them effectively with your content
Do you want to know how content creation and Inbound Marketing help B2B companies boost their expansion and business results? Here is the CLR success story , whose strategy helped them get 3,050 new contacts.
4. Integrate marketing automation
Technology applied to marketing has made it increasingly simple to scale campaigns through automation . These tools will help us:
Automate, manage and measure our marketing activities and workflows more efficiently
Generate, nurture and convert leads faster
Engaging our users and customers at every stage of the customer journey and life cycle
Monitor, analyze and report on the success of our campaigns
The key to marketing automation is finding a sweet spot and integrating it into your current campaigns – not automating everything or leaving certain key aspects of marketing untied – so that this automation helps us drive certain sections of our marketing funnel, supporting our content strategy.
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It sounds difficult! We're not going to lie to you: optimizing your marketing budget is no easy task . And even more so if we take into account that in B2B, marketing departments tend to be more immature and have fewer resources than other teams in the same company. The key is to clarify what needs are detected by the marketing department, how much marketing budget we have available and what actions we should focus on.