Today, we have decided to share with you the 3 pillars we have identified for a successful B2B digital marketing strategy in 2021.
We are not claiming a fundamentally new approach as we were relying on media mechanics that have been around for a long time, but we are enhancing them with technologies that have proven their worth in recent years. First of all, as a marketer, we believe that a "Test & Learn" approach is essential, as well as a permanent questioning of the actions carried out: Never with a view to doubt, but always in a true spirit of curiosity and learning to push the limits of marketing and commercial efficiency ever further.
The strategy presented below is the fruit of the experience of the actions we have carried out throughout the past year.
From B2B marketing to conversion
In B2B, one of the first objectives sought by VSEs and SMEs who communicate is conversion.
The approach of these companies to marketing is often pragmatic: How to measure and maximise the ROI of the digital actions undertaken?
Each company uses its own KPIs (Key Performance Indicators) and its own criteria to measure its return on investment on its media campaigns. Although it is not the only one that counts - it should be remembered - the most tangible/monitored indicator will naturally be the acquisition of new customers or new users, directly or indirectly linked to marketing actions.
Today, the B2B marketer can be pleased because he has a range of tools and technologies at his disposal that allow him to implement innovative, engaging and cutting-edge actions while accurately measuring the effectiveness of the various campaigns undertaken.
Digital marketing is increasingly rational, scientific and more than ever a formidable generator of sales opportunities for sales teams.
The success of these operations is of course conditioned by the upstream establishment of a real marketing strategy.
This requires the creation of clear objectives, the choice of the right tools and rigorous monitoring of marketing, but also of the sales team, which must be reactive in order to seize and "close" the leads generated and/or detected by the media actions undertaken.
The article below aims to share with you a B2B marketing strategy based on 3 main pillars:
- Traffic generation
- Automation of prospecting on a highly qualified basis
- Identification of the companies that have visited your website or landing page
We will not go into the presentation and construction of each lever here as this is not the purpose of this article, we will focus on the strategy to be put in place to feed your commercial pipe with regular and qualified opportunities.
I. Generate traffic on your website or landing page
The more traffic you get, the more essential data you have that will serve your business and marketing objectives. The analysis of this data is essential to calibrate your future marketing actions, we will come back to this in point 3.
In order to generate traffic, you have several mechanisms at your disposal:
- The natural mechanism: This traffic will come from your regular actions, such as sending newsletters, publishing blog articles or even commercial emails. Not forgetting, of course, the natural flow generated by your positioning on search engines on themes specific to your activity, boosted or not by your SEO actions.
- The paying mechanism: This consists of bringing additional qualified visitors to your website. In social media for B2B, Linkedin will often be the most used channel, we invite you to discover our article on the power of Linkedin targeting. In display you will have the choice between a large number of sites (media or not) and newsletters corresponding to your sector of activity. Not forgetting of course the SEA (adwords and other paid referencing networks), a major tool for generating traffic to your site.
- Retargeting: When you have a sufficiently high level of traffic (this is not the case for many B2B sites, which do not necessarily need to have 5-digit traffic to be successful in their marketing actions), you can use existing technologies to re-target your visitors to the social platforms or display networks of your choice.
Some of these campaigns, depending on their settings, will allow you to directly convert your visitors (forms, trial offers, contact...), but in this first pillar of our strategy, we are primarily looking to boost your website traffic. Direct conversion from paid campaigns is another subject we do not address here.
II. Automate your prospecting on a highly qualified basis
Create a qualified database
Successful email prospecting requires above all the creation of a highly qualified contact base.
First of all, you need to have determined the type of company you are targeting, then your Buyer Persona: the one who is best able to answer you and make decisions on the subject you are addressing.
Several service providers offer custom-built files, based on your criteria. You will of course find the basics: company size, sector, function...and much more..:
Depending on the partners you deal with, the criteria can be much more detailed.
For example, you may decide to target companies whose website has a Chinese version, companies whose website has expressions or keywords relevant to you, websites that are equipped with retargeting technologies or companies that have communicated over the last 3 months on social networks, in TV, press or even radio!
The more precise you are in your targeting, the more qualified your base will be and the more relevant your message will be to its recipient.
Start your automated prospecting
Once you have built up your base, you can prepare your scenarios: an initial email followed by 3 to 4 reminders at most.
Scenarios of 4 to 5 emails at the most are sufficient, if your interlocutor has not come back to you it is because he is not mature at this stage or he is simply not interested.
The aim here is to set up a mechanism that guarantees you regular and precise work on your contact base, in order to feed your commercial PIPE constantly to avoid, for example, empty periods during which you are in production after having been in prospecting.
Most email marketing automation software (in compliance with the RGPD law) (directly linked to your email inbox) allows you to monitor your marketing by providing you with valuable indicators: opening rate, response rate, identification of the scenarios that work best, and even assistance in writing your emails via an algorithm to maximise the impact and deliverability of your messages. As soon as a prospect responds to your email, positively or negatively, he automatically exits the loop so that you can take over manually. This prevents your prospect from continuing to receive emails after they have already interacted with your campaign.
By implementing these tools, you focus on processing only positive responses, allowing you to pass on pre-qualified leads to your sales team. The ensuing conversation between the prospect and the sales person will be more enjoyable for both parties because it is a desired conversation.
III. Measuring the quantitative and qualitative follow-up of your traffic and prospecting campaigns
Most companies have easy access to data from their websites, thanks to widespread tools such as Google Analytics.
These tools allow you to have a precise vision, in real time or not, of the traffic on your website, the origin of this traffic, the bounce rate, the duration of sessions, the number of unique and recurring visitors, the conversion rate of your website or the follow-up of your conversion objectives linked to your paid referencing campaigns.
For several years now, you have been able to go even further in the analysis of your data by identifying the companies that visit your website.
Several dedicated solutions exist on the market, each with their advantages and disadvantages but all with the same objective: To help you understand the nature of your traffic by concretely placing company names on these IPs!
On average, 15% to 25% of your website's total traffic can be identified.
This information is a real gold mine for both marketing needs and sales teams:
In terms of marketing, it is very interesting to understand the nature of the businesses that visit your website, and to understand where it comes from.
Because in addition to revealing the name of the business, you will be able to determine the channel through which this visitor came: Is it following a newsletter, following an Adwords campaign or following a Linkedin campaign? Or is it the result of your referencing on partner sites or blogs? All this information is used to analyse and adjust your acquisition strategies. The visits are "scorned", i.e. they are classified (from hot to cold) according to the number of interactions and visits of a company on your website.
On a commercial level, of course, the impact is enormous: it simply allows you to regularly pass on fresh and qualified leads to sales.
For some clients for whom we have implemented these tools, a real reorganisation of sales prospecting has followed: Sales people have made this tool the backbone of their sales routine.
By applying this strategy, you will see your website traffic increase over time and your sales pipe will be regularly and qualitatively self-feeding.