In the push for B2B revenue growth, businesses are often
caught in between budget restrictions, channel decisions, and creative
anxieties, which leaves a lot to juggle when creating a marketing strategy.
However, the critical factor in ensuring revenue growth for
your enterprise is your audience. When your B2B strategy fails to address the
issues of your target audience adequately, then all your advertisements and
promotions are futile.
The onset of the digital age has brought in dramatic
transformation upon the players in the B2B process. Today, most B2B purchase
decisions are on the internet, and a significant percentage of those making the
decisions are millennials.
In contrast to having one or a few people making purchasing
decisions, organizations are now involving more and more people in the
decision-making process.
For you to be generating B2B leads from online sources, your
business needs to have a substantial digital presence, alongside a value-packed
marketing strategy.
Over 90% of business buyers seek content that is educative
and informative as opposed to pitchy content. Any large enterprise that aims to
boost its B2B revenue growth should consider implementing the following
strategies:
Segment your target
market
Instead of generalizing your target audience, consider
splitting it into small segments for a more personalized approach.
You can segment the target group based on geographical area,
industry niche, size of the business, distribution channel, or product
application. This way, you can generate more leads and increase your revenue as
you can appeal to the specific characteristics of the target group more.
Adopt a highly
personalized approach
Thanks to AI-motivated technologies, your business can
extract valuable marketing data from various sources to help in developing a
highly personalized and relevant B2B marketing strategy.
Such information can be obtained from company websites and
social media pages and can be used to identify what your target needs. The
report helps you develop relevant and smart content while at the same time,
enabling a streamlined buying experience.
Learn to nurture
leads
This is a simple case of working with what you have. Once
you establish contact with a possible client, find a way to earn their
business.
Focus less on the sales and instead emphasize the value you
are offering by identifying what their needs could be. You will need to make
the prospect aware of what you are offering but in an informational way that
can set you apart.
Take note that nurturing leads is a process and may take a
while before fully converting a prospect to a customer. Therefore, there is a need
to communicate consistently with a potential client up until they become
customers. This, however, does not mean that you should bombard clients with
emails or calls, only reach out when there is a need.
Optimize your website
and update your SEO efforts
If you already have a website, ensure that it is easy to navigate, visually appealing, and is rich in the relevant information. Also remarkable is the adaptability of your website to various devices.
However, a great design is pointless if clients cannot find you, therefore ensure you practice ethical SEO habits to make you visible.
Good SEO habits will drive quality traffic to your site
through organic search engine results. You can use target keywords that are
relevant to your service or product to make you visible on the search engines
or employ the use of links to your site.
When you have highly ranked and relevant sites linking to
your website, then the search engines will give more credibility to your site.
It then results in higher rankings; hence, equivalent to higher visibility.
The pressure to quickly improve your revenue growth may
tempt you to right away action on the above areas.
However, for any good strategy to work, you need to plan how and when to implement it carefully. Consequently, while generating leads online may seem like a promising idea, be sure to the first review and update your business model, to make it attractive to prospects.
The bottom line
The above actions are simply a guide and are not exhaustive of the things you can do to boost your revenues in B2B. Since the market is ever-changing, and so are the clients, it is upon you to stay up to date with the scene of B2B marketing to be able to stay afloat.
Author: Dennis Dubner, CEO of SONDORA MARKETING – a multilingual Digital Marketing Agency with HQ in Switzerland helping medium and large-sized businesses with achieving the accelerated growth through micro-targeted online marketing campaigns.