{"id":42785,"date":"2017-10-17T09:00:11","date_gmt":"2017-10-17T07:00:11","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=7644"},"modified":"2023-07-26T15:49:27","modified_gmt":"2023-07-26T13:49:27","slug":"digital-marketing-for-b2b","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2017\/10\/17\/digital-marketing-for-b2b\/","title":{"rendered":"Digital Marketing for B2B: What’s in it for businesses?"},"content":{"rendered":"

Digital Marketing isn’t just for consumer marketing, B2B can greatly benefit from it. That is to say, provided you understand how it works beforehand. A friend of mine is working\u00a0in the marketing department of a medium-sized B2B industrial company. It has just over 300 employees and operates on a large network of distributors throughout the world. The\u00a0business\u00a0is quite flourishing. But things are changing very fast today.\u00a0My friend believes he should jump on the <\/i>digital marketing bandwagon<\/strong>, to increase his company\u2019s visibility on the Web: in other words, he wants to develop a strategic <\/i>presence on social networks<\/strong>. The problem is that he is not really familiar with all the digital concepts. So, he turned to me and asked for advice. While I was at it, I turned\u00a0my recommendations into this blog post, as it might as well benefit to all the readers of\u00a0Visionary Marketing.<\/i><\/p>\n

Digital Marketing: What’s in it for businesses?<\/h2>\n
\"Digital
Digital Marketing can make a huge impact in B2B<\/figcaption><\/figure>\n

Thus, how can one define digital marketing<\/strong>\u00a0and especially what’s in it for professionals like my friend and their businesses? First and foremost, one must live and breathe digital before launching any digital marketing endeavour. Especially in B2B.<\/p>\n

Let me describe the different steps that are essential to the success of any digital marketing project for B2B.<\/p>\n

Digital\u00a0Marketing\u00a0and B2B: hand in glove!<\/h3>\n

Digital marketing is first\u00a0a matter of moving with the flow<\/strong>.<\/p>\n

As Tom Pick has it:<\/p>\n

B2B marketing budgets<\/a> are shifting to digital and social. Overall, B2B marketing budgets are expected to increase, on average, by about 5% in the coming year. But spending on digital marketing programs is projected to rise three times as fast, and over the next five years, the share of budget dollars dedicated to social media marketing will more than double.<\/em><\/p><\/blockquote>\n

However, digital marketing goes well beyond all this. It does have an impact in\u00a0B2B<\/strong>.<\/p>\n

\"Digital<\/a><\/p>\n

What are the advantages of digital marketing in B2B<\/h3>\n

Multi-channel<\/strong>: By using multiple channels, digital marketing offers many opportunities (complementary to traditional marketing) and allows users and companies alike to\u00a0act\u00a0at all levels of the purchasing process<\/p>\n

Cost efficiency<\/strong>: Digital marketing is less costly than traditional marketing.<\/p>\n

Even risk-averse<\/a><\/em>\u00a0<\/em>traditional marketers know that they cannot compete with the Internet\u2019s potential to reach thousands with just a single post<\/em><\/p><\/blockquote>\n

Printing and shipment costs account for nothing in the digital world and CPC beats traditional advertising hands down (you only pay when somebody clicks your links).
\nImmediate results regardless of borders:<\/strong>\u00a0information, communication and advertising are instant and know no borders. This is the most efficient way to reach any customer anywhere and anytime; the best and unique way to create traffic;
\nRazor-sharp targeting<\/strong>: with digital marketing, it is very easy to target very precisely whom you would like to reach; many criteria (demography, geography, function…) can be used to refine this reach and improve efficiency as long as you avoid spamming;
\nInbound marketing<\/strong>: by creating and sharing content specifically designed to appeal to your customers, inbound marketing attracts and retains qualified prospects for your business. This approach is very efficient and can help you reach customers at any stage of the B2B purchasing process<\/a>.
\nData collection and analysis<\/strong>: with digital marketing, B2B companies can collect data (pages visited, products downloaded, average revenue per user (ARPU), time spent on which page, what keywords, what queries\u2026) about their customers.<\/p>\n

With digital marketing, businesses can also follow up on all their users’ online actions \u2014 provided the right trackers are in place. As a result, data collection and analysis make up a major competitor advantage for one’s sales and marketing teams.<\/p>\n

This is especially true when it comes to targeting marketing campaigns towards specific segments,\u00a0and improving customer experience and satisfaction.<\/p>\n

Making preparations for an effective B2B digital strategy<\/h3>\n

But what about the strategic aspect of digital? A strategic vision is a must and to this end, a stepped approach must be implemented.<\/p>\n

Define your\u00a0objectives<\/h4>\n

Before you start, it is essential to clearly identify your\u00a0digital<\/strong>\u00a0marketing<\/strong>\u00a0<\/strong>objectives<\/strong>. It is necessary for them to be aligned with your primary marketing goals.\u00a0For greater effectiveness, these\u00a0objectives\u00a0must be SMART<\/strong><\/a>.<\/p>\n

Define\u00a0your target audience<\/h4>\n

Once objectives are defined, targets must be identified, together with marketing and based on the\u00a0personas<\/a> they have defined.\u00a0They could be based on\u00a0demography, geography, job title, market (segments, subsegments) …<\/p>\n

The more\u00a0accurate<\/strong>\u00a0<\/strong>the\u00a0<\/strong>targets<\/strong>, the greater the relevancy and ROI of your B2B digital marketing endeavours.<\/p>\n

\"DOs<\/a>
The main ingredients of an effective B2B digital strategy<\/figcaption><\/figure>\n

Know all about your resources<\/h4>\n

You are almost ready. As long as you know what teams<\/strong> to rely on, and have a digital marketing\u00a0budget<\/strong> at the ready.<\/p>\n

A clear understanding of your available resources<\/strong>\u00a0will help you fine-tune your\u00a0strategy and set up an achievable and realistic<\/strong>\u00a0<\/strong>action plan<\/strong>. Working on a long-term strategic development plan is also a key success factor.<\/p>\n

Do not belittle your competitors<\/h4>\n

You should also\u00a0monitor what the competition is doing<\/strong>\u00a0on the Web, if only to keep up with them, but also to find inspiration and fully understand what your customers are looking for.<\/p>\n

This will also teach you what and how to improve<\/strong>\u00a0and what might\u00a0make you stand out<\/strong>, more innovative. Yet, you are well advised to steer clear of cut and paste, even of Web design. It is illegal and would not do anything for the distinctiveness of your online presence.<\/p>\n

An action plan is the must-have of any B2B\u00a0online strategy<\/h3>\n

We’re almost there. It is now time to clarify your action plan. Here are the elements\u00a0that\u00a0should be taken into account:<\/p>\n

Mobile first<\/h4>\n

In the age of mobile marketing, one wouldn’t imagine a B2B digital marketing\u00a0strategy otherwise than mobile\u00a0first<\/a>. Responsive design is obligatory, full stop.<\/p>\n

The right channel for the right B2B digital marketing strategy<\/h4>\n

Your digital marketing endeavour cannot be limited to your website. All available channels must be appraised and weighed carefully in view of your objectives. SEO<\/a> (Search Engine Optimisation), Social<\/a>, Email marketing<\/a>, SEA (Search Engine Advertising), Video marketing<\/a>, Display advertising, … You must select those channels that are suitable to your needs rather than try them all for the sake of technology.<\/p>\n

Nonetheless, among all these channels, two of them cannot be ignored:<\/p>\n