From monitoring analytics to creating a documented content marketing strategy, B2B companies must prepare accordingly if they are to reap great rewards in 2015. The opportunities for success will be there – it’s up to you as to whether you will implement the changes and technologies necessary to succeed.
The B2B Buyer Profile
According to successful marketing expert Heidi Cohen, the problem for most B2B marketers is that they don’t properly understand whom they’re selling to on the other end. While the end client is a business, the decision makers are real, live, breathing human beings. In her words, “B2B marketers must sell to real people. When making business purchases, their buyers employ the same online shopping techniques they’ve learned, used, and expect as consumers.”
What she’s saying is true, yet rarely understood. A businesses decision maker is a consumer and must be treated as one. This truth is further exemplified by looking at the data from Intershop’s August 2014 research of 1,500 corporate buyers. According to the numbers, 85 percent of B2B buyers make purchases while at their desk during business hours. One-quarter of business buyers regularly purchase on consumer sites. A healthy 64 percent say they purchase monthly without going through procurement.
The takeaway? B2B buyers act very similarly to average consumers – because they are average consumers in their personal lives. As more and more businesses begin to understand this truth, it will become increasingly important to leverage new ideas and strategies. According to Natalie Cooper at BankingSense, “B2B markets will only get more competitive in the New Year, inspiring marketers to bring their A game.” With that in mind, let’s take a look at some strategic tips for boosting sales in 2015.
B2B Marketing Tips for 2015
Here are some of the top tips you’ll want to follow this upcoming year:
Document, document, and document. Thousands of companies have content marketing strategies, but only a small percentage spends time, money, and energy documenting that strategy. That is a shame, considering that 60 percent of B2B marketers who document their strategy find their content to be “highly effective.” If you really want to improve in 2015, take the time to sit down and plan your content creation, distribution, and analysis – instead of doing it as you go.
Invest in white papers. It’s a constant battle trying to determine which forms of content bring the highest ROI. In the past, some have argued for blogs, some for site content, and others for e-books or podcasts. However, most agree that the white paper will reign supreme in 2015. As Jean Spencer writes, “B2B buyers like whitepapers because they’re credible resources to bring into a meeting with an exec…”
Find a reliable analytical tool. The good news is you can measure the efficacy of your content marketing efforts. The bad news is that it’s not necessarily something you can eyeball and figure out. With that being said, it would behoove you to invest in analytical tools that can accurately track your content and provide you with helpful ROI statistics.
Get LinkedIn. When LinkedIn announced earlier this year that organizations would be able to create and distribute their own content through the popular networking site, businesses began to imagine the possibilities. The New Year will see an increased emphasis on LinkedIn and the site will become a major content marketing player.
Prepare for Success in 2015
For content marketers, the good news is that 2015 is already poised to be another successful year. As technology evolves and the internet landscape steadily changes, your ability to stay up to date on the latest strategies and techniques will determine how successful you can be. Remember these four tips and have a happy New Year!