How To Construct the Perfect B2B Marketing Stack
A solid marketing stack is what separates the goods from the great. After all, this is one of the powerful arsenals of tools that a marketer can have, giving them access to customer outreach techniques at an unprecedented level. And whether you’re running an eCommerce shop or a b2b service company, a marketing stack could be what takes your business to the next point of success.
The main goals of a stack allow you to serve a number of different functions. First, they give you insights into customers that can create actionable items (I.E, if you know someone’s primary social media platform of choice is Instagram, then targeting when/what to post on that platform). Additionally, they make marketing easier regarding how you can reach customers, saving you a tremendous amount of time and money. And finally, it gives you a much higher ROI for the investment you’re making in your efforts, allowing you to ease back a little bit on always trying to close the deal.
Inbound or Outbound?
We generally define our marketing based on outbound or inbound. That is, outreach we make versus outreach that they make. This is important when deciding what type of plan you’re trying to put in place, as you might want to conduct some A/B tests to see which form you’re more satisfied with. Additionally, it goes without saying that if you haven’t already, then you should definitely invest in a reliable CRM or Customer Relationship Management. These will not only help you organize your customers and leads but additionally help you manage the entire customer journey from front to back.
For inbound marketing, the goal is to have customers come to you. This is done in many different forms, including social media, content marketing, and even branded partnerships. For outbound, this is more of what we consider sales material, such as paid advertising or SEO posts. Establishing a formula for each is vital, especially to determine where your skills lie.
Bringing Them In(bound)
Believe it or not, you might already be using some inbound strategies that you may not have known about. Items like social media or blog posts are in fact inbound efforts; they just need to be structured or curtailed in a way that creates the best return. However, while we could delve into the specifics of how to really capitalize on these efforts, let’s back up for a second and talk about the hub of this all, your website.
Your website is going to be the foundation for the majority of your marketing efforts. This needs to be something that everyone on your team can update with ease, so utilizing a solid CMS like WordPress would be advantageous. Systems like WordPress can help you continue to expand on your efforts as your company grows, making it relatively easy to code or implement new content.
Don’t Forget About SEO
Another element of inbound marketing you should consider is SEO or Search Engine Optimization. While paid SEO would be considered outbound, traditional SEO is considered inbound based on the content you’re providing. This is a critical tool for driving organic traffic, as well as gives you an edge on the competition due to it providing a sense of legitimacy towards your firm over the competition. Furthermore, if you’re looking for a great way to get started with SEO, then I highly recommend SpyFu, which PC Magazine has rated the favorite tool by far.
AdTech or advertising technology is a system that’s used to create, track and optimize paid efforts. This is a pivotal tool in making sure you’re getting the most out of your digital advertising, especially when considering how much of a return you’re getting on your posts. To get started, I recommend TubeMogul as a one-stop shop for all your campaigns.
Managing It All
A big part of running any campaign is how it’s managed. This includes email, advertising, content marketing, and even social media. Additionally, this can be an excellent item if your design skills aren’t up to par, as they usually include an excellent list of templates to use.
Where To Land?
If you’ve ever clicked on an ad via your social media or email, then you’re probably well familiar with what a landing page is, and how it works. This basically is used in collaboration with the rest of the content you’re providing to your customers as it gives you a tangible metric to track your inbound efforts. This is essential in converting leads.
Even if you have a sound inbound strategy set up, not every client that’s going to give you the highest ROI is going to come knocking. That’s why also having a great outbound strategy is vital. However, finding those specific customers is no easy task.
The biggest thing most outbound marketers struggle with is coming up with quality leads. These are essentially the people that you’d reach out to with a much higher chance of success in starting a conversation. And while most salespeople would generally utilize a rudimentary understanding of the person’s background or “instinct,” fortunately for you, there are much more efficient ways.
How We Can Help
With the innovations of big data and artificial intelligence marketing solutions, finding quality leads is much simpler. After all, that’s why we at LeadCrunch have developed a system that does the hard part of finding people for you, all you need from there is that special human touch. We’ve set out with the goal of utilizing AI to segment and determine which new customers are most related to your current ones, saving you a ton of time and money.
The goal for us is to help you have a better list of leads that drive business, allocating your energy into segments that can convert. This includes driving precise scoring, testing, messaging, and journey mapping that will make the process of going from outreach to signed contracts a cinch. And although it might sound too good to be true, this is what the future is going to hold. The question is, what are you going to do to keep up?