B2B tech companies can target the right audiences with suitable marketing campaigns to generate the required awareness, traffic, and qualified leads. Different people have different meanings for the word “campaign.” Some people consider sending one email to be a campaign. Some people refer to running a webinar as a campaign. You need a well-planned B2B multi-channel funnel strategy if you work in business-to-business (B2B) marketing. This will assist you in gaining new clients, producing leads, and closing deals.

The following eight stages will help you make sure that your marketing strategies are thorough and focused on results:

1. Know Who Your Audience Is 

Knowing your target audience is essential for successful marketing initiatives. More targeted marketing initiatives and quality prospects are generated as a result. Personas are used by 77% of top-performing B2B content marketers, compared to just 36% of the least successful marketers, according to the Content Marketing Institute’s B2B Content Marketing 2019 report.

2. Construct a Message

A message is a concept and narrative you present to the public about your product. Consider the scenario when you want to run a campaign highlighting a specific product feature. Your target audience’s difficulties and solutions to those problems may be the focus of your messaging. It would help to define your product differentiators as part of this process. What are the advantages of your offering? What sets you apart from your primary rivals?

3. Perfect the Design

Once you’ve decided on a theme for your campaign, collaborate with the design team to develop a unified look and feel for all of your marketing materials, including landing pages and banner advertising. A consistent design gives the campaign direction and makes it easier for your audience to engage with you across all your touchpoints.

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4. Map the Funnel to the Content

You must decide which content kinds will be used in your marketing campaign and sales and marketing funnel. According to the Technology Content Content Marketing 2019 report from the Content Marketing Institute, audio/visual material (videos, live streaming, and webinars) was used most frequently by tech marketers. Written digital content like articles, blogs, and eBooks came next.

5. Develop Programmes to Connect with Your Audience

Next, think about how you’ll communicate with your audience. To build assets, they will view and find out where they spend their time. If you want to reach security professionals, for instance, do they attend conferences like Black Hat or read publications like SANS Institute? If so, you should make your work available there. Also, you should consider the decision-makers and modify your strategy accordingly.

6. Fostering Results

Nurturing the leads you receive from the campaign to promote conversions is crucial. What happens next, for instance, after someone downloads an eBook? Other lead tracking options include the well-known Marketo and Oracle Eloqua. Nurturing pays off, according to Marketo data, which shows that businesses that excel at lead nurturing produce 50% more leads ready to buy at a 33% lower cost. Establish the proper periodicity as well. While you don’t want to bombard your prospects with emails, you still want to be remembered.

7. Leads to contact

Your automation software may help score your leads based on their engagement with your content and advance them down the funnel once they start doing so. Depending on your requirements, the scoring can be altered within the system you employ. For instance, a lead may be categorized as marketing-qualified if its score is 100. (MQL). It’s time to give that lead to sales right now. To ensure inside sales is contacting MQLs and providing feedback on the quality of the leads, you want to work closely with them. In this method, you can make changes as necessary. For example, tweak your marketing strategy if a webinar needs to generate quality leads.

8. Monitor the entire campaign

You need to be aware of the overall effectiveness of your marketing effort. This includes determining whether your campaign’s general goals and KPIs have been attained.

Your KPIs will differ; however, a few examples are as follows: –

• The effectiveness of nurturing emails after viewing content assets. For instance, you might examine your email campaigns’ clickthrough rates.
• The number of fresh leads the campaign generated that were outside your database.
• How many demo meetings were organized as a result of the campaign?

Suppose a lead generated by the campaign had any impact at all on an opportunity. By syncing Marketo and Salesforce, for instance, you can keep track of this.

The B2B marketing environment has transformed considerably due to the changing nature of the B2B buyer. The only way to reach this tech-savvy target demographic is by using full-funnel B2B marketing strategies and methods since they are research-based, information-rich, and regulation-driven. A thorough understanding of your target audience will help you launch your game plan. Analyze your current clientele and adopt their traits. Then, to achieve the intended result, meticulously plan out each stage of the marketing funnel, the channels to leverage, and the content to develop. Next, begin setting the pace and adjusting your approach through accurate analytics and measurements.

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Also catch – Episode 167: Precision Based Marketing Tips – with Carter Lassy, Chief Product Officer at Terminus