Digital marketing and lead generation in B2B
Which tools should B2B companies choose from the huge toolbox of digital marketing in order to successfully drive the digital transformation of their sales and marketing — provided that time, resources and budgets are often narrowly limited in B2B? Publicare managing director Robert Harnischmacher spoke in a presentation at DimaRex in June 2020 about the criteria with which managers can identify the right marketing mix for their objectives and options based on rational decisions. His three-step system is based on over 30 years of B2B marketing experience and a simple principle: Make the most of existing resources before you make new investments. Instead of expensive master plans, we rely on incremental optimization every week to month. The result? Measurable progress and synergetic effects, in which different marketing tools mutually reinforce each other.
In the Dimarex recording. -Presentation you will learn how favorable synergies and strengthening effects can be achieved through pragmatic staggering and prioritization of marketing measures.The three most important expansion stages in multichannel digital marketing for more leads and sustainable success
Expansion stage 1: Email and content marketing
The problem: You invest in website traffic, but only 1% of your visitors identify themselves through inquiries. 99% remain invisible to your sales department.
The solution: Activate your sleeping contacts through strategic email marketing! Combine multi-thematic newsletters to identify potential with targeted individual thematic promotions for cross-selling and upselling.
The game changer: Advice pages, an online magazine or a useful blog under your company domain transform your website from a static business card into a lively knowledge hub.
Please also read the following blog posts about this expansion stage:
- 10 steps to a successful customer newsletter
- In the store “Goodbye” — in the inbox “Hello”
- Email marketing and sales: cat hunting dog
Expansion stage 2: SEO and visibility for leads
The insight: Direct accesses have limited reach. Investments in general brand recognition are not worthwhile for most B2B companies.
The systematic approach:
- SEO: Optimize for the terms your target audience actually searches with — not for your own wording
- Advertising: Close gaps with the competition and use existing offer pages as landing pages
- Remarketing: The underrated B2B tool brings website visitors back and directs them to special promotional offers
Please also read the following blog posts about this expansion stage:
- 14 myths about when you can send promotional emails to whom — and when not
- Is gated content still up to date?
- Link email consent to competition
- About download hamsters and fugitive tits
- Lead qualification without hurdles
Expansion stage 3: Visitor recognition
The shocking truth: Of 100 website visitors, only around 1% actively identify themselves. The other 99% remain unreachable for your sales department — until now!
The game changer: B2B website tracking tools recognize companies via their IP address and enrich it with address data from commercial databases. Instead of page-based tracking as with Google Analytics, you get a visitor-related view — exactly the information that is needed for lead evaluation.
Please also read the following blog posts about this expansion stage:
- B2B website visitor recognition in an indirect sales model
- B2B visitor recognition with Leadfeeder and LeadRebel put to the test
- B2B website visitor recognition: Top 10 CRM integration requirements
- B2B website visitor recognition: the long way to “real” leads?
- B2B visitor recognition with Albacross and Leadinfo put to the test
- B2B visitor recognition can do even more than it seems at first glance
- Data protection when tracking websites for lead generation
- Fairs cancelled, shops closed, sales representatives out of service.
- Identify anonymous B2B website visitors
- Company identification tools put to the test
