In the current climate, working effectively with remote decision-makers has never been so vital. The way the B2B world is working has changed entirely — and the ongoing situation has showcased that organizations everywhere can adopt a working-from-home approach with relative ease. Nobody can predict what this means for the future of B2B sales and marketing — but it presents an opportunity to review your existing tactics to reach remote decision-makers. Prior to the situation at hand, remote working was on the rise — with a third of people working remotely full-time, and almost 20% doing so up to three times per week, according to Owl Labs. So, upscaling your digital marketing output to get noticed online is more important than ever before — for the present and the future.
Working with remote decision-makers
As we all adjust to working from home, we must recognize that our potential buyers are doing the same. So, adjusting your marketing strategy and tailoring digital communications accordingly is crucial. Consider how you would normally reach out — while direct mail, phone calls and face-to-face meetings are off the cards, what will you do instead? Will they have more time to watch webinars, listen to podcasts, or even be interested in a virtual meeting? Think about your existing calls-to-action — what are you asking potential buyers to do? Make it as easy as possible for them, ensuring all transactions, bookings and inquiries can take place online. Remember, now more than ever, your potential customers are in front of their screens, so you have increased opportunities to get noticed. Ensure your business is prepared for a quick and clear shift to entirely online marketing tactics to avoid getting left behind.
Account-based marketing, industry segmentation and personalization
There are numerous benefits for B2B leaders working from home. With no commute, fewer distractions and meetings, and an increase in productivity, they’ll have a little more headspace than usual. So, weaving personalized marketing tactics throughout your online strategy is a great way to get noticed. According to Smarter HQ, almost three quarters of consumers only engage with marketing messages that are customized to their specific interests. Consider the scale of your personalized marketing approach. Are you targeting a handful of specific decision-makers from selected organizations as part of an account-based marketing plan? If so, it’s time to up the ante to impress the businesses that matter most. Reach out to them as a market-of-one, allocate specific team members to their account and work on building loyal, valuable relationships on an individual level.
Spend some time researching key decision-makers — what social platforms are they using? What topics are trending in their industry? Utilize relevant technology to personalize email subject lines to stand out in a crowded inbox, create content that speaks directly to them and their specific pain points, make use of PPC targeting to get noticed at the start of their search, and include campaign-specific landing pages to prove value and increase the chance of conversion. If you don’t have the resources in place to offer this level of personalization, audience segmentation is an effective alternative. Identify the key sectors you want to work with, or the industries that are most likely to become customers — and tailor the digital marketing tactics you’re already using to ensure you’re delivering the right types of content in the right spaces online to get noticed by the right people.
Making data-fueled marketing decisions
Consider what is driving the decisions behind your digital marketing plan. In a results-driven, B2B marketing team, there is no room for guess work. Analytics, data and insight play a crucial part in getting noticed by your key decision-makers — no matter where they’re working. Include high-quality software and analytics tools in your strategy from the outset to provide you with the information you need to supercharge your results. Whether it’s conducting research into your website visitors, monitoring the performance of your campaigns, or experimenting with split tests to see what works best for you specifically, harnessing the right data is the key to success.
Lead Forensics is the ultimate tool for B2B marketers to turn their business website into a hub of engaged leads. Utilizing innovative reverse IP tracking technology and a global leading database of business IP addresses, the tool identifies your website visitors, reveals their identity and notifies you in real-time. Users are provided with the business name, contact details of key decision-makers and detailed website visitor journeys outlining the time spent on the site. Maximize ROI from every digital marketing investment, enhance your lead generation process, send timely communications to the right person at the right organization, and personalize your approach with valuable insight. Book your free Lead Forensics demonstration and supercharge your B2B website today.