Post by account_disabled on Mar 9, 2024 23:25:00 GMT -5
Today, being a B2B marketer is not as simple as you might think. Even more so in the industrial sector (see for example our dedicated study: industrial marketing: strategy, methods and tools ). Today, being a B2B marketer means being constantly looking for the best way to achieve your goals (sometimes all over the world), in a market that often evolves very quickly and patchily. Usually this means using a series of channels capable of amplifying the resonance of the message spread by the company with the aim of reaching an increasingly wider but at the same time increasingly targeted and segmented audience. This way B2B marketers try to maximize the number of leads generated and insert them into the conversion funnel.
Consequently, all professionals are aware of activities capable of Germany Phone Number reaching very large segments of the public such as advertising, PR, SEO and SEM, the creation of events, social media marketing, content marketing and so on... but what does it happen when a single company, a specific cluster of companies or specific roles of people within a well-defined sector are targeted? This is where account based marketing comes in As a marketer, your job is to increase profiled contacts, allowing your company to grow in the best possible way. However, the buyer journey becomes more complex every day, especially in B2B.
According to research carried out by Demandbase, sellers and marketers in B2B usually make 6 types of mistakes: They attract the wrong audience: 82% of B2B visitors to a website do not fall within the company target. They try to involve and nourish prospects with unsuitable content : on average 60% of visitors to company websites abandon browsing after a few seconds, increasing the bounce rate (source Marketo). They struggle to produce quality leads: 79% of leads generated will never make a purchase (MarketingSherpa). They have difficulty evaluating the ROI of the activities carried out: 67% of CMOs have difficulty determining the impact of the investments made. They struggle to align with the marketing team: 50% of leads generated by marketing will never be nurtured by the sales team and, as a result, are lost (MillerPierce).
Consequently, all professionals are aware of activities capable of Germany Phone Number reaching very large segments of the public such as advertising, PR, SEO and SEM, the creation of events, social media marketing, content marketing and so on... but what does it happen when a single company, a specific cluster of companies or specific roles of people within a well-defined sector are targeted? This is where account based marketing comes in As a marketer, your job is to increase profiled contacts, allowing your company to grow in the best possible way. However, the buyer journey becomes more complex every day, especially in B2B.
According to research carried out by Demandbase, sellers and marketers in B2B usually make 6 types of mistakes: They attract the wrong audience: 82% of B2B visitors to a website do not fall within the company target. They try to involve and nourish prospects with unsuitable content : on average 60% of visitors to company websites abandon browsing after a few seconds, increasing the bounce rate (source Marketo). They struggle to produce quality leads: 79% of leads generated will never make a purchase (MarketingSherpa). They have difficulty evaluating the ROI of the activities carried out: 67% of CMOs have difficulty determining the impact of the investments made. They struggle to align with the marketing team: 50% of leads generated by marketing will never be nurtured by the sales team and, as a result, are lost (MillerPierce).