B2B Marketing Blog is a blog by Active Conversion, the leading sales and marketing technology firm in North America for industrial companies. Follow this blog to gain insights into the latest B2B marketing and sales strategies with topics ranging from lead management to email marketing and industrial sales leads.
How often have you overheard the following exchange in a retail setting?
“Can I help you find anything today?”
“No thanks, I’m just browsing.”
The customer has made the effort to enter the store, so clearly they’re interested in something, yet they decline to engage with the sales clerk.
In the digital B2B world, “just browsing” is an apt description of behaviour many leads exhibit – the activity of researching potential purchases before wanting to engage with the vendor. Any online marketing effort must take into account that even if a prospect is genuinely interested in a particular product or service, they may not be ready to interact with your sales team. Studies show that up to 85 percent of all B2B purchases follow this pattern, so it’s important for companies to form a plan to nurture leads that aren’t sales ready.
Among web analytic statistics, the bounce rate is one of the metrics most often overlooked by marketers. A bounce rate is the percentage of single-page visitors to your website who leave your website quickly after arriving. Some advanced systems also use visit duration to calculate bounce rate which treats visitors as bounces if they stay on the site for less than 5 seconds.
Bounce rate can also be defined as a negative statistic. It measures how engaging your website is to your visitors and how well it relates to them. It also measures how effective and ‘sticky’ your landing page is when it’s used with a campaign. Lack of relevancy is a major cause of bounces; however, the problem can also be caused by where you acquire your traffic or the design of your landing page. Let’s look at a few things you can do to reduce bounce rates (remember: the lower, the better).
Analyze your bounce rate
Before you start improving your bounce rate, it’s important to understand how your website is currently performing. To do this, you’ll need to take a look at Google Analytics or if you have a marketing software, like ActiveConversion, that should also list your bounce rate. If you don’t have Google Analytics or mark
While budgeting can feel tedious and confusing, it’s a vital part of effectively running a business. As you sit in front of your computer, an empty Excel spreadsheet filling your screen; it’s understandable to want to throw any old number into the “Marketing” bucket. But, resist that urge.
This blog will explore how much B2B companies should be investing in their marketing and will hopefully help you to produce a far more effective forecast of marketing spending in the upcoming year.
What are other companies spending?
To determine how much B2B companies should be spending, we’ll first take a look at what they’ve historically spent on marketing.
According to the August 2018 CMO Survey, companies spend roughly 10.8% of the overall firm budget which ends up being about 7.3% of company revenue. However, B2B companies are generally spending much less on marketing than their B2C counterparts.
B2C Product companies are spending on average 17.2% of the firm’s total budget and 10.1% of firm revenues on marketing. B2B Products companies, on the other hand, have been spendin
This year, close to 220 billion US dollars will have been spent on media advertising in the USA alone. (Statista, 2018). With all that money being spent, you want to make sure you’re getting as much as you can from your B2B media advertising. This article will outline some simple ways that you can make sure you’re getting the most leads possible from your advertising spend.
Go Where Your Target Market Is
Advertising in a media publication can be an effective way to reach potential customers, but it’s important that you’re advertising in the right places.
Content can have an astounding impact on your digital marketing regardless of whether you’re a B2C or a B2B company. In fact, conversion rates tend to be six times higher for companies using content marketing than those that aren’t. It increases traffic, improves your position in search engines, and offers an interesting platform for leads to gain information about your products and services.
As a B2B marketer, you may think that there’s nothing to write about relevant to your company. But people are looking for content on niche topics, whether it’s how to pick the right product for your project or simply updates on what’s happening in the industry.
Check out the statistics below that prove just how important content has become in digital marketing.
So, why exactly is content such a powerful marketing
There are plenty of marketers and salespeople out there who will tell you “email is dead.” The truth is email isn’t dead; it’s just far more competitive than it used to be. People receive hundreds of emails every day, so it is vital that your email is compelling enough to capture their attention amid the noise in their inbox.
Over the past decade, business-to-business (B2B) marketing has undergone a rapid transformation. Gone are the days of making sales by simply showing up to a trade show. B2B buyers now perform more than 2/3 of their decision making research online without speaking to sales. To succeed in this world, organizations need to embrace digital marketing as a fundamental part of how they manage trade shows.
This article offers a breakdown of digital activities that organizations can undertake before, during, and after the trade show to increase the number of leads they interact with and ultimately the number of sales they make.
BEFORE THE SHOW
As soon as you register as an exhibitor, it’s a good idea to update your exhibitor profile. Think of your exhibitor profile as a virtual trade show booth. You can use it to share your value proposition with attendees and to convince them to visit you at the live event.
Exhibitor profiles vary from event to event. Some will only let you state your company name and a brief description; others include the option to add a logo, images, videos, and more. Either way, it’s important to
In today’s world of tech-savvy buyers, the internet is the first place most people will look for information about products and services. To capture these buyers, you need to make sure they arrive at your website. But how? One of the simplest ways to increase the number of visitors coming to your website is by improving the quality and quantity of your content.
Content is important, but not all content is created equal. Time and time again, B2B buyers identify case studies as one of the most valuable pieces of marketing content. Case studies give potential customers an in-depth look at how your products or services have worked for companies dealing with issues similar to their own or trying to accomplish comparable goals. You can use case studies to show evidence of your experience and expertise – the initial problem you were hired to resolve, what was done to address it, and the final results.
Relatable Proof Of Your Company’s Value
Reading a case study helps your prospects to visualize themselves as your customer and relate to the potential benefits. If they recognize that companies similar to their own have succeeded with your help, they will be more inclined to believe that they also have something to gain if they enlist your services.
Think of the process you go through when buying an expensive product. One thing that most of us end up doing is looking at reviews to explore other peoples’ experiences. If others have had positive experiences, we tend to believe that we also will. B2B buyers are much the same, after all, at the end of the day, it’s people making the buying decision.
In any organization, time is the most valuable resource you have; and unfortunately, it often feels like there just isn’t enough of it. Industrial companies are no different and are usually swimming in countless deadlines that limit their ability to focus on anything else. When it seems like there aren’t enough hours in the day, marketing tends to get pushed to the wayside and organizations end up spending little, if any, time managing it.
So, with this constraint in mind, it is essential to find a way to get the most out of your marketing while still keeping the majority of your time focused on running your business. One of the easiest ways to boost results without increasing effort is in using technology to manage some of these efforts.
Over the last decade, marketing automation has been exponentially growing in popularity. As of 2017, an average of 51% of companies were using some form of marketing automation. With more than half of B2B companies (58%) planning to adopt the technology (source). So, it’s worth a few minutes to look into what you can do with this technology.
Recently, we teamed up with Google to host an event that was all about growing your business. A common misconception is that being online only works well for B2C companies. However, technology has opened up avenues for B2B companies to reach their prospects in ways that previously didn’t exist.
The biggest takeaway from our presentation with Google? Customers have become research obsessed! Before you go thinking that this only applies to B2C, it might actually be even truer in B2B sales. Industrial buyers are always researching before buying. Every decision they make needs to be an informed one.
This is why it is important for your company to have a strong online presence. Being online gets you found by your potential customers and gives them the necessary information they need to make a purchasing decision.
Send the right signals about your business
Google’s research showed that businesses with well-filled-out listings are 50% more likely to get a sale. Although this statistic is skewed toward products with short sales cycles, there’s arguably more value for businesses with longer sales cycles.