Tag Archives: Data

Fellow B2B Marketers, We Have a Problem…

1 Apr

…And It’s Called ROI.

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SalesStaff put out a great article highlighting a recent report that surveyed more than 600 United States digital marketers in both the B2B and B2C space. If you haven’t already, give the report a read. It’s filled with excellent nuggets of information, like:

  • Lead generation is still cited by B2B marketing pros as their primary marketing objective
  • B2B marketers use marketing automation at a greater rate than B2C marketers (65% vs 55%)
  • Both B2B and B2C marketers agree that video is the most effective tactic
  • 32% of B2B marketers are not sure what digital marketing tactic is their primary revenue generator…

Tire Screech.

Hold up. Did I just read that correctly? As of February 2015, almost one out of every three B2B marketers (32%) doesn’t know which of their digital marketing tactics is the primary revenue generator. B2B marketers: when asked which digital marketing tactic is your biggest revenue generator—email, SEO, paid search, social media, display— “Not sure” is not a tactic, so it certainly shouldn’t be your answer to that question.

So what does this tell us? The #1 challenge for B2B marketers in 2015 and for the foreseeable future is proving ROI. The article also contends that generating and converting leads is as much a priority as ever, but our goal needs to be to prove that those leads were generated and guided down the sales channel through specific digital marketing tactics (email, Search Engine Marketing, display ads, and so on.)

Here are a few tactics you can use as B2B marketers to prove ROI:

  • iStock_000002902205MediumInvest in sophisticated marketing automation platforms and continually measure your results as part of your process
  • Buy media that is easily trackable, and track everything! (Include tracking codes and numbers wherever possible)
  • Before starting a campaign, set objectives and plan how you will track ROI prior to the launch.
  • Set a timeline for reporting, and stick to it.

For more insights from the report, click here to read the full article!

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6 Trends in 2013 for Building Product Marketers, Part 4

20 Dec

Navigate the channel with these 2013 trends

Empower Your Marketing Department

Throughout the week I’ve discussed 6 Trends to look for in 2013 (read trends 1 and 2, trends 3 and 4, trend 5 here) and I’m here to discuss trend 6 – empowering your marketing department in the new year. Investing time and money into employee training allows your marketing team to take the knowledge and apply it to their work and your business.

Trend 6 – Empower Your Marketing Department

Marketing budgets in the past have been focused on understanding the target audience rather than each individual in the segment. In 2013, it is predicted more time will be spent on understanding each customer in order to provide a personalized message like mentioned in Part 2. It’s important for you and your staff as building product marketers to take advantage of the new technologies available from analytics to social media to utilizing new trends like mobile marketing. Consider the following marketing roles to incorporate into your marketing strategy in 2013:

  • Educate the buyer in every step of the buying process – Create messaging for each step in the sales funnel and develop a strategy to reach prospects and customers.
  • Create a social strategy – Utilizing a social strategy that connects your customers and you’re your brand message to help build your social audience.
  • Invest time and money for training and knowledge – Allow your employees the opportunity to learn about the latest technology via webinars, podcasts, networking events, and conferences.

Recap: 2013 Trends

With the new year approaching, it’s important to make marketing resolutions that will make an impact in 2013. I will review the 6 trends you should consider:

  • Trend 1 – Use actionable data
  • Trend 2 – Listen to your customer
  • Trend 3 – Personalize your message
  • Trend 4 – Create a mobile-friendly experience
  • Trend 5 – Join the social conversation
  • Trend 6 – Empower your marketing department

While not all six trends may be possible for your company to implement at this time, try to incorporate each tactic, over the next year. If you have a larger marketing department, consider splitting roles between different positions. Buyer preferences have been changing and that will be evident in 2013. It is time to update your marketing strategy to fit with the social channel as discussed in Part 3, rise in mobile devices and tablets, and your customer as an individual.

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6 Trends in 2013 for Building Product Marketers, Part 3

19 Dec

Join the Social Conversation

In Part 1 and Part 2 of the series, I’ve discussed 4 trends that you will see in 2013 and what you should utilize to strengthen your business today. Marketing and design departments need to work as a team to provide prospects and customers a better buying experience with a personalized message. With departments working as a cohesive whole, goals and maximum ROI can be achieved in the approaching year.

Trend 5 – Join the Social Conversation

At this point, social media should play a significant role in your building product company’s marketing strategy. Sites like Facebook, Twitter, LinkedIn, Pinterest, and Houzz create unique interaction and engagement between your company and consumers.

Search – The decision-making process starts by researching products reviews, information, pricing, etc. via search engines. Use SEO-friendly keywords on your social media posts to strengthen your company’s SEO rank. Search engines factor everything from your social page names to the content posted on your social sites to your content that’s retweeted.

Websites – Customers value peer recommendations over a corporate message when making a purchasing decision. Allow customers to rate your products and highlight this on your website and share with their social sites. This provides your visitors a voice from real customers.

Email – Social media and email should be incorporated while using a more relatable voice. Make sure content released has a human voice that customers can relate to. Try incorporating the use of social and peer content by linking your product reviews to the email.

Content – Sharing content is important and a tactic your company can utilize. Consider including social sharing links in emails, product guides and other marketing collateral.

Data – The social login is becoming popular when registering on a website because it allows customers to easily connect with their social media account, eliminating long registration forms. You can use this social data by utilizing birthdays and having sales representatives reach out to their customers to create a personalized experience.

Social media provides new opportunities in 2013, and it’s important to utilize the tools that are provided like personalized Facebook advertisements and new sites that could benefit the building products industry like Houzz. Check back to learn about empowering your employees in the marketing department. Investing time and money connects employees plus educates your employees on new tactics and technology to utilize in your business.

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6 Trends in 2013 for Building Product Marketers, Part 2

18 Dec

Tools for providing a better customer experience

Personalize Your Message and Create A Mobile-Friendly Experience

Earlier this week, I discussed 2 of the 6 trends to look for in 2013 by SilverPop, and I’m here to discuss 2 more trends to consider in the new year. With technology changing, it’s important for the building products industry to jump on board before being left behind.

Trend 3 – Personalize Your Message

With mobile devices and smart phones readily available, consumers are utilizing social networks, forums, and online reviews to make buying decisions.

  • Before a customer reaches out to your company: The customer has researched your company and product online.
  • When a customer reaches out to your company for the first time: The customer is already more than half way through the purchasing process.

Since customers are making purchasing decisions before ever reaching out to your company, it’s important to make your content more personalized. Utilizing data and information on where your customer or prospect stands in the buying process can help your company create messaging and dialogue. As a building products marketer, take advantage of the prospects or customers status in the buying process to create messaging for communication like emails that focus on their stage:

  • Prospect – Provide your product details and offer an incentive to transform the prospect into a customer.
  • Recently Made a Purchase – Send accessory recommendations or How-To videos for utilizing the product.
  • Post-Purchase – Update the customer with product information, updates, and new models plus invite them to follow you on your company’s social networks.

Trend 4 – Create a Mobile-Friendly Experience

Consumers can access information about your company easily on their phones. It is estimated in the United States there are approximately 120 million people who own smartphones. By 2016, smartphone ownership is projected to increase to approximately 200 million users, and by 2015, tablet ownership is projected to increase to 133 million.

With more and more people using mobile devices each year, it’s crucial to align your company and brand with these devices. Involve your interactive and design teams in the marketing process. Utilize these tactics to optimize your company communication for mobile devices:

  • Easily Scan Emails and Website – Make your content easily scannable by highlighting main points and adding a call-to-action on the first screen.
  • Utilize Tap Instead of Click – Provide a user-friendly experience by increasing font size, adding spaces between links, and adding buttons for tapping.
  • Provide Call-To-Action Buttons – Add a call-to-action button to simplify tapping for more information and make sure it is prominent on the page so it’s easily spotted when scanning.
  • Simplify Your Conversions – Track one conversion as opposed to three or four conversions. Try tracking the number of people who click on the call-to-action button for more information.

Investing time to create a positive customer experience will change your business in the long run. Check out my next blog post, to learn how social media is now affecting every channel of communication and how marketing departments must change to better deliver increased buyer results. If you missed Part 1, don’t forget to review how you can use actionable data and better listen to your customer to increase your customer’s experience in 2013.

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6 Trends in 2013 for Building Product Marketers, Part I

17 Dec

2013 Marketing Trends - Data

Use Actionable Data and Listen To Your Customer

With 2013 approaching, it’s time to create marketing resolutions for the new year that make an impact. According to SilverPop, an email and digital marketing services company, at the start of the year businesses set out with goals to make their business more social, gain more leads, lower marketing costs, etc. In 2013, it’s important for building product marketers to understand what their prospects and customers want. This will shape the marketing strategy over the next five years with changing technology and new trends. In this post I will review the first 2 of 6 trends you should consider that include:

  1. Use actionable data
  2. Listen to your customers
  3. Personalize your message
  4. Create a mobile-friendly experience
  5. Join the social conversation
  6. Empower your marketing department

Trend 1 – Use Actionable Data

Big data is part of the past for businesses. Collecting data has become simple for even a small business to obtain from reporting sites that include:

Companies are able to view who is visiting their website, their social media pages, and who is engaging in emails by simply setting up their accounts on these sites and letting them automatically populate. It’s important to take time each month and analyze the data to provide insights to shape your marketing strategy. Consider what the data tells you about your customers like:

  • Purchasing habits
  • Social media interactions
  • Behavior when visiting your company website
  • Web behavior

Trend 2 – Listen to Your Customer

Messaging and content are evolving because your customer wants an enhanced buyer experience. With the rise in smart phone and tablet ownership, consumers can access information any time and anywhere they want. One consistent message for a group of consumers will no longer work because your customers are not all alike. Multiple data should be pulled before targeting a customer including:

  • Implicit data – your customers’ and prospects’ behavior (utilize tools listed above)
  • Explicit data – your customers’ and prospect’ preferences (web forums and surveys)

As a building products marketer, you understand each prospect and customer is different throughout the sales funnel. Provide your sales representatives the opportunity to assess their customers’ buying processes by tracking their journey with a scoring system. Moving forward, this helps your company and sales representatives:

  • Nurture leads
  • Understand your customers’ and prospects’ purchasing habits
  • Speak to your customers and prospects as individuals

What is your company doing to help prospects become customers or helping customers become more engaged? With new technology and tools available, understanding your customers and prospects is more important than ever. This will shape how your company does business in the future. Stay tuned to learn about the rest of the 6 marketing trends to take advantage of in 2013.

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