Post on 24-Jan-2017
Goal Of B2BMarketer
The primary goal of a B2B marketer is to drive
qualified leads to sales.
Success is measured by the pipeline (i.e. new
business opportunity count and opportunity dollar
amount) generated by marketing and advertising
programs. No matter the campaign or technique,
content sits at the center of the B2B marketer’s
world. It is content that determines which brands
and products are discovered by potential
customers.
Content is the Heart ofMarketing
Content is at the heart of the B2B marketer’s
journey.
A recent report from Forrester Research sums it up
well:
Content is the soul of digital experiences. One
billion websites blanket the world and the soul of
every one of them is mademanifest by content.
As a result, creating, managing and publishing
content requires a Web CMS. And, the Web
Content Management System is an essential tool
for B2B marketers.
AWeb CMS Supports B2BMarketing Success
An effective Web CMS is at the center of the
inbound marketing strategy, and the elements of
this framework are:
CONNECT the CMS to the necessary marketing
CRM systems
PUBLISH content in the right formats to the right
channels
OPTIMIZE content for maximum effectiveness
ENGAGE potential buyers to help answer their
questions
MEASURE & REFINE the effectiveness of your
content
Connect
Best-in-class marketing teams position their Web
CMS at the center of their strategy, then connect it
with the essential elements of their marketing
technology (“martech”) stack.
By doing so, content instrumented via the CMS can
be measured and optimized. By integrating the
CMS with key business systems (e.g. Customer
Relationship Management system), marketers can
connect content to revenue. Many Web CMS
systems provide built-in integrations to martech
systems.
But, it may be more efficient sometimes for
marketers to integrate external solutions to
perform marketing activities (e.g. Infer tech
solution provides marketers with a powerfull
scoring model tool).
Publish
If content is at the heart of the B2B buyer’s journey,
then publishing content is the heartbeat. It’s
harder than ever to gain the attention of a B2B
buyer: they install ad blockers in their browsers,
opt out of emails and no longer answer the phone.
When you interrupt their flow via outbound
marketing campaigns, they’re less likely to
respond.
The solution? Inbound marketing, which involves
the consistent publishing of valuable content to
your site, by way of your Web CMS. With inbound
marketing, you publish content that addresses the
challenges faced by your target audience. While
researching a solution to their needs, they’ll visit
search engines and find your content in search
results.
Web CMS should facilitates the implementation of
Search Engine Optimization (SEO) best practices.,
attracting more qualified visitors who are actively
searching for your content.
Optimize
Beyond managing and publishing content, Web
CMS systems can optimize content to drive
meaningful results.
Here are two examples of optimization: Search
Engine Optimization and mobile friendly content.
Increasing traffic via SEO is critical. Each month,
internet users make 10.3 billion Google searches.
This is why your CMS should be adept at handling
Search engine optimization (SEO), because organic
search is one of the most crucial components of
generating leads. Your CMS must provide key SEO
capabilities such as Tags management, facilitate
links to internal pages on your site, and use a
permalink structure that includes keywords.
Engage
To complement your inbound marketing strategy,
a Web CMS provides capabilities to enhance
visitor engagement.
Let’s consider how a CMS can personalize the
visitor experience, and encourage interaction with
other visitors via user-generated content (UGC).
Increasing visitor engagement via personalization
is critical.
A study found that 74% of online customers were
frustrated when websites offered up content that
had nothing to do with their interests. Thus, a good
Web CMS can leverage known data about visitors
to create a personalized experience.
Personalization can provide visitors with more
relevant content, and give them the feeling that
this site knows just what I want.
Measure & Refine
As we covered earlier, B2B marketers are well
served by connecting elements of their marketing
technology stack to their Web CMS:
Web Analytics
Customer Relationship Management
Marketing Automation Platform
Predictive Lead Scoring
Multi-channels Attribution
There are a number of dimensions from which
marketers can measure results and optimize their
marketing acytivities.
As a starting point, the implementation of
multi-channels attribution model to perform
marketing acquisition and identify programs that
generate the best leads. With multi-channel
acquisition attribution model, you can assess, in
real-time, the programs and content driving
metrics such as leads, opportunities and revenue.