Lately, we’ve been talking a lot about Trailblazers – B2B Marketers who are able to tackle their data, scale their mountains of marketing goals, and reach top connectivity with their buyers and their target audience. If that sounds like a lofty goal, it shouldn’t. B2B Marketers, you are made of tough stuff. You can do all the things. You just might need a little a help coming up with the right strategy, and that’s okay. Let’s talk steps.
While there’s no single right way to do anything when it comes to marketing – every target audience, every buyer, and every business is different – these three steps can help you make the basics a little easier. For more ways to amp up your marketing efforts and become a true B2B Marketing Trailblazer, join us October 20 for a webinar hosted by Shannon Duffy, SVP of Marketing for Pardot and App Cloud as she talks through the best ways to increase your ROI and the speed of your sales funnel and drive engagement.
Step 1: Get on board with automation
The less you have to contend with manual marketing, the easier it is to really dedicate time and resources to the things that matter. Automation takes the process of getting the right content to the right segments and makes it… automatic. Based on the actions your prospects take: downloading a white paper or an ebook, watching a video on your website, or viewing your pricing page for example, they’ll be assigned a score – based on parameters you set up- that will funnel them into your email nurturing programs. Marketing automation also makes it easier to keep an eye on your most important metrics, because it also tracks engagement with things like click-through-rates, open rates, and other KPIs. This frees up your marketing team to come up with more amazing campaigns, stronger CTAs, and produce more stellar content.
Step 2: Get comfy with your data
Big data is one of those things that can really boost your efforts if you take the time to learn to track and analyze it. How great would it be to see not just how this current campaign is doing, but also how it stacks up against previous ones, and what specific elements you can tweak to improve things in the future? If you’re looking for ways to improve your marketing efforts, your data is like a handbook; a guide to better ROI, better relationships with customers, and a more efficient buying cycle. Looking at your data doesn’t have to be difficult either – with the right combination of software and analytical skill, you can draw the kind of insights that can inspire your marketing campaigns.
Step 3: Get in touch with your target audience
Knowing who your target audience is, what your ideal buyer looks like, and what qualifies as a warm lead can really help you make a significant difference in your marketing. Many marketers might have a good idea of who they want to target, and what their ideal buyer should look like, but that isn’t always what the truth is. Look at what your data says and talk to your sales team to figure out whether there’s any disconnect between who you think your marketing is reaching, and who’s actually buying from your business.
B2B Marketing Trailblazers are able to take best practices and create revolutionary marketing campaigns. To learn how they do it, join us for a webinar featuring Shannon Duffy, SVP of Marketing for Pardot and App Cloud on How to Become a B2B Marketing Trailblazer.