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.
It’s no secret that marketing in B2B is undervalued – particularly in terms of digital marketing. I still come across countless industrial companies that have a franken-site that looks like it was built in the late nineties.
So, when an industrial company that’s historically shied away from the world of digital makes the leap to enlist help from some B2B marketing experts, they sometimes get stuck thinking that all we do is websites.
Websites are, of course, a large part of your online presence. It’s where all of your other digital marketing activities will lead traffic to hopefully convert into prospects. But they are from the be-all and end-all when it comes to digital marketing.
When hiring B2B marketing experts, your expectations should be far higher than creating a “pretty” website. They should be there to guide you through marketing strategy and planning, advertising options, campaign development, content creation, and so much more.
Take ActiveConversion as an example, our team is made up of digital marketing experts, content writers, designers, and of course, web developers. If you limit your view of marketing to just yo
Top industrial companies know that marketing is the key to growth – but they also know they can’t waste time or funds on campaigns with limited ROI.
For too long, companies have been left to guess the true value they’re getting from their ad spend. With reports limited to impressions and clicks, they don’t know if their ads are being viewed by CEOs in their target market or students on the other side of the world. This means they’re left placing blind faith in the publications they advertise with – which, frankly, is a terrible way to do business.
So what are these industry-leading organizations doing to identify their most effective campaigns and subsequently turn their ad spend into actual qualified leads?
The secret lies in technology.
Technology has altered almost every aspect of our lives, so it was only a matter of time before it penetrated the world of media publications.
From programmatic advertising to advanced analytics, advertisers are able to use technology to transform their advertising from a
According to research by InsideSales.com and the MIT Sloan School of Management, the single most important aspect of lead generation is having prompt replies to inquiries.
Based on the results of the study, in order to have the best chance of turning a lead into a sale, you need to reach out within the first five minutes after a form has been submitted.
The odds of contacting a lead if called in 5 minutes versus 30 minutes drop 100 times. The odds of qualifying a lead if called in 5 minutes versus 30 minutes drop 21 times.
Of course, statistics like these should be taken with a grain of salt. It’s not going to apply to every situation. While all leads should be reached out to in a timely manner, I would argue that for B2B it also depends on how the inquiry was generated. A Request for Quote inquiry is looking for immediate feedback, but someone downloading a whitepaper is probably not looking for a call-back, let alone within five minutes.
So if it is a form that warrants a quick response, why is the five-minute window so important?
You Know Where They Are:
If someone is researching a company online during business hours chance are that they’re at their desk, probably right next to their phone, meaning they’re far more likely to actually answer. That five
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