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Online Marketing - the key battleground for B2B Marketers
According to the Direct Marketing Association, online marketing efforts will be the dominant media for business-to-business initiatives. Knowing that a business prospect will spend longer researching products and services, and looking for possible alternatives, B2B marketers simply have to be early adopters of online marketing techniques to give their business the edge.In a year that will see the rapid expansion of online technologies such as social software, unified communications and green IT (yes, you heard that first here!). There are a series of challenges that face the B2B marketer
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Landing pages, landing ages, landing pages! Sending traffic to a landing page can improve conversions by almost double. Following best practices can raise them by a further 40%. Unlocking the potential from landing pages and being able to measure and evaluate the variables that will make the difference will be a key differentiator. How else can you get 40% more conversions without spending more?
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Need for leads. The number one priority for most B2B marketers, sophisticated lead generation mechanisms, having the tools and plans in place to build long term relationships will be a critical factor in ensuring your business is ‘front of mind’ as you create awareness and build relationships with your prospects.
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Manage leads. 95% of your online prospects are not ready to speak with sales. Marketers who excel at nurturing and managing leads will set the pace in converting leads, shortening the sales cycle and reducing the pressure on discounts. Make sure you have multiple KPI’s to keep your online marketing programme focussed and effective.
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Prepare for the personalisation of ‘search’. The switch from Universal Search Engine Restls Pages (SRP) to ‘Personalised’ Search Results is nearly with us and will begin to present new and innovative ways to reach your audience.
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Competitive Intelligence. Don’t et your competitors get ahead! What are they doing? Arethey using strategies that you could leverage and make better use of?
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Adopt online metrics / analysis tools to drive behavioural targeting. With a massive 25% growth projected for online advertising, increasingly sophisticated ways of evaluating response will be required.
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