For B2B marketing, the sort of profiling that works in consumer marketing may not be enough.
Demandbase CMO Greg Ott observes that although B2C and E-tailer personalisation stories are everywhere, companies that revolve around B2B marketing and selling processes have been left out. In B2B marketing, you never sell to just one person, but an entire account. So what does an effective B2B marketing plan look like?
At DemandCon, Greg Ott will talk about how you can increase lead generation, accelerate the sales pipeline, and improve existing customer satisfaction B2B marketing specifically, by practising account-based optimisation. “When you know the company in real-time, you can deliver the most relevant content, target and personalise messages, remove friction from critical lead conversion pages like forms, and align web metrics with meaningful B2B segments like company size and industry.”
Strong B2B marketing plans shape inbound and outbound tactics, and describe the path a buyer will take as they work their way through the buyer’s journey – whether they start from an outbound push (e.g. direct mail, or telemarketing) or an inbound pull (e.g. search marketing).
In our B2B Marketing Training Workshop on day 3 of DemandCon, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey, and to task each tactic with a clear and measurable role.
Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.
