Old habits die hard. And it’s even harder to get rid of them when you don’t know the alternatives.
That being said, you simply can’t rely on outdated B2B marketing solutions anymore. We’re now well into 2016, so step up your game! It’s time to find new ways to turn prospects into sales-ready leads and accelerate your company’s growth.
Check out these 4 outdated B2B marketing solutions & what to do instead:
- Blatant Self-Promotion:
If no one in your target market has heard of your company or knows what it does, that’s a problem. But the way to solve this is not through blatant self-promotion.
Yes, press releases can help you raise awareness about your company’s recent achievements. Frankly, though, most people won’t care. As a marketer, you have a better chance of driving revenue through relevant content, such as webinars, whitepapers, and infographics. So the next time you’re tempted to write about how awesome your products are, ask yourself whether you can switch the focus onto your customers and their pain points.
On that note, don’t create content just to get your name out there. Your goal is to educate leads until they’re ready to make a decision. While it’s admirable to stick to a schedule of one post per day, you’re better off writing fewer, but more in-depth posts that provide direct value.
- Batching and blasting:
Batching and blasting may seem like the best way to reach a large number of potential buyers. But in reality, this practice hurts your deliverability rates and sender score. Trust us – there are better B2B marketing solutions.
Instead of emailing everyone, segment your database and focus on a list of key accounts that will most likely generate revenue. If you’re not sure how to start this process, talk to your sales team. With their help, you can determine who to target, and with what messages. Remember, your email nurture campaigns should always include personalized content. So if you’re targeting multiple people at the same accounts, adjust your messaging as needed.
This might sound overwhelming, but you can make minor tweaks and repurpose your content. For instance, a whitepaper could be sent to one audience with the title “X Strategies to Help Your Team Prospect More Effectively,” and to another with the title, “X Strategies to Help You Improve Your Prospecting.”
- Taking your best guess:
You might think you know all about your best buyers. And maybe you’re even proud of some results from past campaigns. The question is, are these successes repeatable?
Without a data-driven marketing strategy, you’re taking a stab in the dark. Our suggestion: before your next campaign, review your B2B data. Who are your best performing customers, and best leads? What about your biggest deals and shortest sales cycles? Understanding this type of information can help you gain a better picture of what you have, as well as what’s missing and how you can apply it to your campaigns.
Of course, that sounds great in theory. But many marketers still find that they are missing key data points. This is often due to incomplete, out of date, or duplicate contact records in their CRM. For this reason, it’s essential to cleanse your database and fill in the gaps on a regular basis.
- Overflowing your funnel:
Most marketers know they need to maintain a steady supply of inbound leads. However, this does not mean you should focus entirely on the top of the funnel. In fact, doing so can lead to problems later down the line, as your sales team wastes too much time on junky leads, and loses touch with those that may be a good fit.
With that in mind, don’t be afraid to embrace the customer experience model. It’s more important than ever to engage with your audience on multiple channels, including social media and review sites. This allows you to keep track of leads throughout the buyer’s journey, and ensure that your outreach efforts are on point.
Specifically, pay attention to behaviors, such as whether your leads are visiting certain web pages. Another way to gauge interest is by sending a targeted lead nurture campaign. You might be surprised how many people will respond, when you combine the right type of content with the right timing. And as long as your team is there to recognize the signs, you can quickly move them from one stage to the next.
Looking to update your marketing strategy and accelerate your company’s growth? Contact us today to find out how ZoomInfo’s B2B marketing solutions can help.
Originally published by ZoomInfo on March 15, 2016.