Tag Archives: Social Outreach

New MarTech Trends for the Building Materials Industry

21 Sep

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Marketing technology continues to grow as a dynamic hybrid discipline that is highly relevant to the building materials industry. As a niche industry that nonetheless moves billions of dollars every year, successful companies in building materials must take advantage of the new marketing technique that technology provides.

You can bet that new MarTech trends will lead the industry down some very interesting pathways in the future. Here are some of the trends that you should be aware of;

Improved MarTech Applications

Marketing technology is no longer a novel buzzword to insiders – tools including multichannel attribution, view-ability measurement, demand side platform, cross device tracking and programmatic TV are now actively being studied by marketers who are in the know. It is definitely to the advantage of your marketing to identify the MarTech strategies that are most relevant to your business and drill down into their applications very soon.

Precision Prospect Hunting

Modern CRM and marketing automation systems now come equipped with artificial intelligence (AI), machine learning capabilities and predictive analysis functions. As long as the data input to the system is valid and properly scaled, pinning down new prospects will be easier than ever. These prospects will not be random; rather, the systems will identify and even tier prospects by their past behavior patterns and ability to purchase. Armed with this kind of tool, the savvy marketer will be able to take full advantage of buying signals specific to an individual prospect or trends from general news sources.

Increased Social Outreach

Marketers face a consistently stricter environment in terms of outreach through mass channels, most notably email. This is especially true for materials companies who are doing business overseas, as the EU and Canada are beginning to crack down on solicitations of all kinds. MarTech improves a company’s ability to employ inbound marketing, content marketing and social marketing for outreach. Organic techniques will soon dominate the landscape, and MarTech will lead the way.

Holistic Attribution Across the Customer Life Cycle

Quantifying both offline and online aspects of a marketing campaign is much easier with the current generation of MarTech. Even using managing multiple channels, MarTech experts will be able to watch prospects through the entire sales funnel, considering attribution throughout the total time frame. Marketers will be able to compute ROI holistically, determining the impact of each step for future analysis and improvements.

Higher Budgets for MarTech

You can expect your competition to continue directing funds towards MarTech in the future. CMOs love the overlap between marketing and tech. They were raised on it, and the proliferation of data creates more opportunities for programmatic buying in media. MarTech allows for the cultivation of big data, and the companies that apply it sooner will take hold of a strong competitive advantage in the marketplace.

If you have been toying with the idea of employing MarTech as a priority in your marketing, now is the time to make it happen. Money is moving into the discipline with an increased vigor, and you do not want to be the last one in the field. Building materials is a small community that requires a great deal of detail. People will not forget how you treat them, and the right technology helps you connect in a more personal way.

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Do B2B Industries Need to Worry About Social Media in 2017?

5 Sep

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In the United States, it is no longer socially acceptable for a viable business to consider email as a primary source of outreach. This is especially true in a niche industry such as building materials – make one person angry, and it could affect business with many partners. Countries outside of the United States are actually drawing the curtains on traditional outreach methods in a legal way. Canada and the EU define hard penalties for companies who are found to be in defiance of this new social norm.

With traditional outreach and mass platforms on the decline, at least for businesses, social outreach will certainly continue to experience growth in the near future. Social media has been identified as a core hub for big data and cost-effective trend analysis, even without the clamps being placed on other sources of outreach.

Do B2B industries need to worry about social media in 2017? The short answer is yes. Here are the specific reasons why:

Opportunities to Improve the Customer Experience

CX (the customer experience) is the new UI. CX is now the centerpiece of most successful social media initiatives from B2B companies. The best part – if you are highly focused on CX, you will be ahead of the curve, especially in the building materials industry.

Customers, especially large clients, love personalized service. They demand it. They are also looking for highly intuitive communications with you, even if that communication is knowingly automated. Your brand messaging must be consistent, especially if the customer is sitting at the beginning of the sales funnel.

If you have yet to solidify the connection between your major social media accounts, do so right away. Your landing page should move nicely into your Twitter, Facebook and LinkedIn. NOTE: If one of the major social media hubs does not work for your company for some reason, it is better to get rid of it completely rather than have a dead channel on your hands.

Investments in More Interactive Content

Modern marketing is more visual than ever, and most of these visuals are not as static or 2D as they used to be. More B2B companies are investing in interactive content than ever before. Content that reaches out and grabs the viewer obviously has a positive impact on engagement. The overall result is a heightened priority on indirect marketing vehicles such as livestreams, blogs and interactive product demos over webinars.

The overwhelming majority of customers enjoy interactive content at all levels of the sales funnel. However, interactive content can be expensive to produce, and its rollout is usually slower. You will need to focus on social media to find the best opportunities to employ strong visuals and interactivity. You can also focus your efforts on your best customers through social media, ensuring that your ROI for more expensive marketing remains high.

Qualifying Better Leads

Customers basically give away their souls on social media. If your CMO knows how to collect and interpret data, you will be able to screen for qualified customers more diligently than ever. Converting your social leads will only become more important as email and other mass forms of outreach become less effective.

The most successful companies in the next five years will understand intimately how social media marketing translates into new leads, legacy customers and the bottom line. Get ready for increased investments in social as time goes on.

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