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8 Ways to Improve Your B2B Marketing Strategy

Whether you’re just getting back from Dreamforce or you’re working to achieve your end-of-year B2B marketing goals (or both!), one thing is certain: you’re constantly working to improve your efforts.

But that can be hard when your efforts span so many different areas, including lead generation, social media, email marketing, content marketing, and more. But what if you could improve your entire B2B marketing strategy just by focusing on one key element of each of these areas? Let’s take a look.

“I want to improve my lead generation strategy.”

Your lead generation strategy is only as good as the landing pages and forms you’re using to collect leads. If you want to make an immediate impact on your lead gen efforts, your forms and landing pages are a great place to start. Pardot Senior UX Engineer Cliff Seal suggests sticking to the following best practices when optimizing lead generation assets.

  • Make sure text is scannable, and keep in mind that readers scan information in an F-shaped pattern. This means you should be placing greater weight on the information conveyed at the top and left side of your page.
  • Make your calls to action as easy to locate as possible. Hiding them beneath paragraphs of copy defeats the purpose of your landing page.
  • Ask for the minimum amount of information required. Marketing automation features like progressive profiling can help you minimize form fields while still collecting valuable information over time.

Get more landing page and form tips from Cliff here, and check out our 8 Ways to Double B2B Conversions e-book for more detailed information.

“I want to improve my marketing content.”

When marketers say they want to “improve” their marketing content, many of them mean they want to create more. Instead, let’s shift the focus toward quality, which means getting the most out of fewer, higher-quality pieces of content. At Pardot, we’re big proponents of recycling your marketing content, especially if you’re low on resources. There are a number of ways to do this.

  • Break larger pieces of content into smaller, easily-distributed pieces of content. An e-book launch will be that much stronger when supported with blog posts, graphics, social posts, and more.
  • Use different mediums to distribute the same message. Let’s say you’ve released a new blog series. Think about how you can turn it into a webinar or podcast and use it for lead generation.
  • Package up smaller assets. This is the converse of the first point, but it can be just as effective. Take a number of smaller posts and graphics and remarket them as something different.

“I want to improve the effectiveness of my emails.”

If we had to suggest one focus point to help improve email effectiveness, it would be better targeting, which can be achieved through segmentation. Using a marketing automation platform, you can use what you know about your prospects to sort your database into simple or complex lists. These lists can then be used to target your email messages so that each segment receives the most relevant messages for them. For example, a list that has been sorted based on geographic location can receive messages about events in their area, while a list sorted by job title can receive content targeted toward decision makers.

For more information on improving your email marketing strategy, check out our Complete Guide to B2B Email Marketing.

“I want to improve conversions on my website.”

If you kept up with our Summer Camp blog series over the past few months, then you may have seen dynamic content come up more than once. Both Susan Spicknall, Senior Implementation Specialist at Pardot, and Rob Phillips, CRM Engineer, listed dynamic content as their favorite marketing automation tip or trick that could help automation users get the most out of their systems — and get the most out of their website conversions.

Dynamic content is content on your website, landing pages, or emails that changes based on who is viewing it, making it possible to create rich, personalized experiences for your prospects and customers. Learn more about how dynamic content works in this article.

“I want to improve my social engagement.”

Improving your social media efforts can be tricky because every rule doesn’t apply to every social channel. One thing you can apply across the board is the power of consistent engagement. Your social media followers will be confused if you’re not making an effort to engage on a regular basis — or if you go dark for long periods of time. Make sure you develop a posting cadence, and then stick to it. Use a marketing automation or social engagement tool to schedule out social posts during times when you’ll be out of the office, and check out this guide for more information on proper posting etiquette for platforms like Facebook, Twitter, and Google+.

Get a more in-depth look at how to develop a consistent and effective social media presence across all channels in The B2B Social Media Guide to Best Practices.

“I want to improve my event marketing effectiveness.”

This one is top of mind for us at Pardot after spending a week at Dreamforce. The key is to make sure that post-event follow-up is both relevant and timely. In fact, we just published a checklist on Monday that can help you get the most out of your event investment once your event is over and done with. Additionally, check out this article for a step-by-step look at the lead follow-up and nurturing process after an event takes place, as well as this sample trade show follow-up drip campaign.

For a more comprehensive look at the event marketing process from start to finish, take a look at our 9 Ways to Leverage Marketing Automation at Events e-book.

“I want to improve the alignment of my marketing and sales teams.”

This was a main theme of Pardot’s keynote presentation at Dreamforce (get the highlights here), and is a top priority for many modern sales and marketing organizations hoping to streamline their workflows.

The key focus for many organizations that are hoping to put sales and marketing on the same team is lead nurturing. Much of the tension between marketing and sales stems from leads falling out of the funnel when sales fails to follow up with them. Instead of letting these leads go to waste, a proper lead nurturing strategy can help nurture these leads to sales readiness without any manual work from sales. This positions marketing as an important asset in the eyes of sales, and it ensures that leads are already educated by the time a sales rep is enlisted for follow up.

Get more information on starting a lead nurturing strategy in this article.  

“I want to improve my marketing reporting.”

Last but not least, we have measurement, the holy grail of B2B marketing. For those hoping to improve their reporting models, the first step is to make sure you’re focusing on the right metrics. Our Better B2B Metrics infographic can help you identify the metrics that matter to your business. You can also check out this article for a more in-depth look at the pipeline metrics that the C-suite actually cares about. The key is to choose the metrics that make the most sense for your business goals rather than attempting to measure everything at once.

As you settle back into your daily routines after Dreamforce, keep in mind that your mission to improve your B2B marketing and selling continues long past the end of the conference. Stay tuned for more information on how you can take your marketing to the next level over the coming weeks.

Download The Complete Guide to B2B Marketing