What Your Competitors Can Teach You about B2B Marketing

Successful B2B marketing is a delicate balance of new channels, changing preferences, advancing technology and intense pressure to drive results.

Successful B2B marketing is a delicate balance of new channels, changing preferences, advancing technology and intense pressure to drive results.

To master the art of B2B marketing and help businesses reach their target customer, it’s important to first understand the businesses’ point-of-view. The recently released, 2017 B2B Marketing Mix Report, surveyed 100 marketing professionals working for B2B companies including manufacturing and distribution, software and technology, healthcare and life sciences and business and professional services, among others.

The purpose of the survey is to understand the B2B marketing mix make-up, including what goes into choosing the channels, resources and budget. Here’s a closer look.

PREPARATION

The first startling discovery was that 55% of B2B marketers don’t have a marketing plan to begin with. The first step in creating a productive marketing plan is to collaborate with your team to decide on realistic, quantitative goals for a specific time period. For example, “We want to increase our referral leads by 5% within the next six months.”

So you’ve defined your goals – what’s the next step? You should decide which channels and tactics you’re going to utilize to accomplish your newly established goals. You could launch an email marketing campaign, create a content marketing strategy, start a PPC campaign, employ direct marketing – the options are endless. The true challenge is matching the right methods for your business to your goals.

Alexander Graham Bell said it, not us, “Before anything else, preparation is the key to success.” If you’re behind on your B2B marketing planning for 2017, here are a few great tips for last-minute planning.

RESOURCES

Once the plan is developed, it’s important to determine who will actually be responsible for doing the work.

The answer wasn’t exactly cut and dry. According to respondents, many businesses are utilizing a hybrid structure when tackling their marketing initiatives.

About 52% of B2B marketers outsource their marketing in addition to doing the work in-house. Of the 52% of marketers that outsource, 49% contract work on a project basis, 24% utilize a retainer and 27% do both.

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Source: Marketing Insider Group

B2B marketing, CMO, content marketing strategy, Uncategorized

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