Successful B2B (business-to-business) companies often combine the following to achieve their desired digital marketing goals: PPC marketing, Search Engine Optimization, social media marketing, and email marketing. Additionally, they also get great results with the help of an email auto response system or an automated CRM marketing system. Got these set up? That’s great. Now the question is: How do you judge your success as a B2B marketer? For starters, there are certain metrics to consider. One of those metrics is your ability to drive net new demand. In this post, we will be looking at 4Vs, which are needed to help you optimize your B2B digital marketing strategies for success.
V is for Value
Value can only be attained via the precise and thoughtful optimization, attribution, and measurement of consumer journeys. These concepts apply regardless of which level you are persuading and prospecting in an organization. If you have started analyzing your digital marketing strategy at a detailed account level, you should keep in mind that there is more to do. If you have measured properly in the first place, you can continue building out. With a stable foundation, you can validate your performance, move optimization, and achieve optimal outcomes. Patience. It usually takes time to apply the value strategy.
V is for Variability
Hype-personalizing content, based on an individual prospect’s opportunity stage, creates a direct impact on the prospect’s velocity (how fast he or she moves down the funnel). You should keep in mind that personalization here is not isolated to an individual account or demographic. The variability of your content should be created after knowing how various groups of accounts have engaged with you previously. You should aim to create content that complements that behavior. This is a great way to increase your prospect’s velocity through the funnel and increase future engagement.
V is for Velocity
When velocity is mentioned, it often refers to how the speed of opportunities can be efficiently increased to drive revenue. In most cases, you need to opt for a data-driven approach. This way, you do not overlook relevancy while focusing too much on scale. Next, you should remember to change your digital marketing mix between plays, especially when your expertise on velocity-based plays broadens. This might involve moving one’s budget from pure volume plays (without eliminating them) and gradually increase spend on velocity plays.
V is for Volume
In most cases, volume-based plays should be your go-to strategy. What about variability-based or velocity-based approaches? Should you abandon other approaches to focus on the aforementioned? No. A savvy B2B digital marketer should never ignore any approach in lieu of others. In fact, you need to be able to run these top-of-the-funnel, volume-based plays to maintain the scale in your pipeline. Once you have locked that down, you can consider layering more advanced variability-based or velocity-based strategies to enhance your overall ability to impact revenue.
Having Trouble with Driving Opportunities?
If you are having trouble with driving opportunities through the funnel at the desired velocity, you may have forgotten to focus on relevancy. A multichannel, personalized, and unique approach is required at all stages of a buyer’s journey. No matter how far they are in that journey, it is pertinent that you use a variable content strategy that touches the hearts of the account’s buying committee. But what if your prospects get stuck in an opportunity stage? Try taking a measured approach to re-engage them. You may need to tailor your nurturing approach by evaluating firmographic, technographic, and behavioral data.