Goal Of B2B Marketer

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 of Marketing:

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 andthe soul of every one of them is made

manifest 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.

A Web CMS Supports B2B Marketing

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 necessarymarketing CRM systems

PUBLISH content in the right formats tothe right channels

OPTIMIZE content for maximumeffectiveness

ENGAGE potential buyers to help answertheir 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. Byintegrating 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 externalsolutions 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, whichinvolves 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 theimplementation 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 athandling 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 websitesoffered 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 oftheir 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 fromwhich marketers can measure results and

optimize their marketing acytivities.

As a starting point, the implementation of

multi-channels attribution model to

perform marketing acquisition andidentify 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.

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