What is the main challenge of a marketer? Sometimes; its generation of solid and qualified leads.
All modern marketing teams will probably agree. According to a HubSpot report, 61% of seasoned marketers believe they struggle to generate qualified leads. And 58% of companies said they prioritize quality over quantity of leads;
There is a conflict of interest among marketers, which is further aggravated by the term “campaign”. When we talk about a marketing campaign, it can mean a social media campaign for one marketer and a traditional display ad for another. So what is the solution? How to get everyone on the same platform?
A simple solution we suggest is an integrated B2B marketing campaign, which combines all forms of marketing aimed at reaching the target audience. The primary goal of an integrated B2B marketing campaign is to drive traffic and brand awareness, and drive higher conversions by leveraging as many marketing channels as possible, such as content, email , display ads, social media, etc.
Why should B2B companies think about an integrated marketing campaign?
Have you heard of “rule 7” in marketing? The rule states that your potential customers must come across your brand at least seven times until they notice it and do something about it. Remember, this should only happen at the awareness stage of the buyer’s journey.
Converting these leads into actual buyers will require 5-7 additional touchpoints to interact with customers and ultimately it can become a long and complex B2B sales cycle. Using an integrated marketing campaign, you can turn the detailed process into a strategy and ensure that every interaction you have with your potential customer is intentional and connected.
How do you do?
Well, there are many factors involved in creating a rock-solid integrated marketing campaign.
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The following steps will show you how to do this.
1. Describe your campaign goals
Defining your campaign objectives is the first step to ensuring the success of your B2B integrated marketing campaign. While most marketers make the mistake of measuring the success of an integrated marketing campaign by lead volume or lead quality, ideally it should be measured by full funnel marketing success. So what kinds of goals should you have?
Let’s not go too far and check the ones given below:
- Customer type: Personas and target accounts.
- Marketing qualified leads
- Qualified Sales Leads
- Offers concluded
2. Know the personalities of your customers
The next step is to know your customer personas. In case you haven’t taken enough time to complete your buyer profiles, now is the time. Here are some questions to answer this requirement:
- What industry does your potential client work in?
- What is their ideal business?
- How many employees work for them?
- How do they measure their professional success?
- What types of industry conferences and events do they attend?
3. Make sure you have the right team members
The success of your B2B integrated marketing campaign is also limited to people; good team members. Even if you have an integrated program plan, it will only work under the leadership of resilient contributors and collaborators. If you don’t have a competent team, try outsourcing some tasks.
4. Develop a strong and relevant message
Your message to the public is important. A post can be a story or an idea revolving around your products and offerings, and it should communicate your thoughts well in the market.
For example, you want to develop a campaign about the specific capabilities of your offers, and here your message should focus on the pain points of your target audience and offer them a solution.
5. Determine the right marketing channels
Integrated marketing involves a multi-channel approach. Modern B2B marketers are adopting an increasing number of earned, paid, and owned channels for detailed demand generation. According to a survey, the top conversion channels are email, paid search, websites, online ads, and social media.
Study your target audience and choose the right marketing channel for your marketing campaign.
6. Plan to nurture prospects
Once everything is set according to plan, your leads will start coming in, and the next step is to nurture leads. For better conversions, nurturing the leads you get from the campaign is key. Don’t overwhelm them with constant cold calls, profuse emails, etc. Make positive efforts to stay on top of their minds.
7. Measure and track performance
Finally, it’s time to track and measure performance. Of course, a successful B2B integrated marketing campaign will require consistent effort. If you see results pouring in, you need to keep an eye on everything and measure performance to analyze the effectiveness of all your efforts.
A well-rounded B2B integrated marketing campaign is likely to capture the attention of your target audience. Like all elements of marketing, patience is essential here.
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