Modern B2B marketing is a fascinating but difficult world. Until recently, left to our own devices, we lived peacefully, organizing events and producing leaflets. The more ambitious of us were a bit annoyed by being treated like a gadgets and banquets department, but at least the work was peaceful.
Suddenly, questions about prospects and ROI start to appear, meaning someone started to connect our activities with sales. Someone even came up with the idea of online sales... horror. Additionally, salespeople who never took marketing too seriously came back from some training and start demanding leads.
Perhaps you will be comforted by the fact that many marketers guatemala business email list in Poland go through similar tortures. That is why below you will find a list of the biggest and most frequently raised in conversations and training challenges of the modern marketer. Let's start.
1. Inbound Marketing
Just a few years ago, it was enough to hire a telemarketing company or buy an e-mail to fill the sales funnel with the right amount of leads. If the budget allowed, we would add banners or newspaper ads and the campaign would bring results.
We call these activities outbound marketing. Marketing "outbound" - we are the ones who hook the customer.
Today, the effectiveness of these tools has significantly decreased. Although there are still companies that base their strategy on this type of activity, most admit that they are increasingly expensive and usually bring unsatisfactory results.
This is because today’s customer is looking for information in a completely different way. Hubspot claims that 93% of B2B deals start with a search engine. Google itself is a bit more modest, saying 72%. Other studies show that in the pre-sales research process, customers acquire 50 to 70% of information on their own before they even contact a salesperson.
Customers don't wait for our campaigns. They do research at any time they feel like. They are the ones who come to us - provided we are prepared.
This is precisely what inbound marketing is – being available to the customer at the place and time of their choosing.
2. How to demonstrate ROI from marketing?
We are increasingly being asked about return on marketing investment.
This is the moment when it is worth taking a closer look at digital marketing methods and tools. A properly designed digital marketing strategy also includes performance evaluation parameters. If your goal is to generate the right amount of leads, you need to take care of website traffic, prospect identification and their conversion into qualified leads. Companies that do this well not only have predictable but also significantly higher ROI from marketing activities. This is how it is in companies that if you start measuring a process, it suddenly becomes more effective.
3. "I want it now"
Sellers have always been impatient. No wonder.
They report results monthly, or even more often. Because they realize that marketing can affect their results, they expect actions that bring immediate results. That is why many ambitious plans to build an inbound strategy are put in the drawer. Under time pressure, we decide to rent a telemarketing center once again. One of the marker's competencies is educating the customer. It is also worth educating the internal customer and obtaining consent for a gradual transition to an inbound model that brings real results in the long term.
4. Content Marketing B2B
Once you start implementing an inbound marketing strategy, you will realize that a very important element of it is the content strategy . It is not enough to simply write a blog post. Beforehand, it is worth checking whether what we write will interest anyone, i.e. building personas.
