You do not have to wait on the new year to give an assessment of your marketing and business strategies. Technology and business trends are moving faster than ever, so whenever you have a chance to stop and revise, you should do so. Here are a few new insights that you may want to consider incorporating into your strategies for the rest of 2017.
The concept of automation was made for B2B marketing. The idea of being able to apply personalized concepts at scale gives business marketers the ability to nurture an entirely new level of leads and track those leads confidently down the sales funnel. Surprisingly, many companies have not looked into marketing automation as a viable strategy for 2017. Do yourself a favor – start automating your initial email outreach or CRM updates and watch how much free time you have for more creative pursuits.
Although content marketing has been used as a staple technique in the B2B landscape for many years, most companies have not truly incorporated inbound marketing into the equation. We now have more opportunity than ever to share social media and blogs with our prospects. This is also another strategy that you should incorporate as quickly as possible. Many B2B specialists have identified content marketing as a strategy they want to employ; they simply have not found the time to do so. If you are on the cutting edge, then you can expect quicker results for your timely actions.
Prospects demand personalized service. The B2B industry should be taking a page from smaller e-commerce sites and personalizing content whenever possible. For instance, if you are not using dynamic content insertion as a daily technique in your email blasts, you have some catching up to do.
Going omnichannel is great, but have you integrated these channels into a single nurturing process that is easy to fulfill? It is one thing to collect separate lists of data from social media, your phones and message boards. However, you may be creating trouble through duplicate records, outdated records and unqualified leads. Funnel all of your channels into a single CRM so that you can effectively track your prospects through the sales funnel.
Combining account-based marketing with marketing automation is a technique that savvy companies are now seriously considering. Look for automation services that also include features of account-based marketing that will make targeting and nurturing groups of prospects easy through the creation of buyer profiles.
All marketers should be looking to move into the mobile space. Google has reduced its mobile first index and will begin giving out penalties for pop up windows. These are both signs that commerce continues to move into the mobile space, and this trend is definitely not turning around anytime soon. Mobile traffic is now over 50% of all web traffic, and no business can be sure that they are being contacted on a desktop or a laptop. Make it a goal to shore up your mobile marketing by the end of 2017 for best results in 2018.