Strategic planning in B2B online marketing is not yet widespread. However, the lack of knowledge about the people who influence purchasing decisions in the B2B decision.
Making process makes this increasingly necessary.
Content marketing is still the driving force
B2B online marketing. However, the term content marketing is interpreted in different ways. In my opinion, content marketing in the narrowest sense is the development and marketing of content that creates clear added value for users and cyprus phone number list contributes directly (white papers, case studies, tools, newsletters, etc.) to lead generation.
In the broader sense, content marketing means any content (website texts, videos, specialist articles, etc.) that also indirectly leads to lead generation.
Goals and content of content marketing
In 2013, 78% of B2B marketers (USA) produced more content than in the previous year. This was the result of a survey by the Content Marketing how technologies simplify work and help find clients Institute among B2B marketers in North America. The most important content is articles, email newsletters, blog posts, case studies and videos. As in previous years, the most important goals of content marketing are increasing brand awareness, lead generation and customer acquisition. However, in order to achieve these goals, many B2B marketers find it difficult to produce suitable and varied content.
Central challenge in B2B online marketing
In my opinion, the biggest challenge kuwait data for “all” B2B marketers in online marketing is still the correct way to address the people who influence the purchase during the various phases of the buying process on the appropriate channels with the content and messages that are relevant to them.
Phil Branon also confirms this in an interview with Business.com on the topics of customer journey, content marketing and marketing automation.
Lead generation, says Phil Branon, is so important for B2B because it is a measurable indicator for marketing investments and directly supports sales.
Strategic planning necessary
The lack of knowledge about the B2B target group, the need for useful content and the primary goal of lead generation increasingly require strategic planning in B2B online marketing. So far, according to the B2B Online Monitor, only 40% are using the potential of a B2B online strategy. The interactions between the individual online marketing instruments and the requirements of the users have become too comprehensive for B2B online marketing to be viewed only one-sidedly from an SEO, SEA, email or social media perspective.