the buying process. The marketing funnel is a simple template to follow when executing a slew of complex marketing techniques. Be sure to check out our marketing funnel and the various methods you can employ at each stage of the buyer’s journey.
Overlooking personalization and real-time marketing
In a recent study conducted by Neolane and the Direct Marketing Association, researchers found that 77% of B2B marketers believe real-time personalization is crucial to any marketing strategy. Be sure to integrate your customer relationship management system and your various marketing channels to create a personal experience. You can also optimize your social efforts through Twitter by delivering personal yet professional experiences for your customers.
Related: In a Professional World, It’s Time to Get Personal
Targeting a broad audience
Our CEO recently touched on the frivolous marketing mobile database phenomenon known as “marketing waste”- or exhausting and misusing marketing resources to gain quantity over quality in a small and specialized B2B marketplace. If a display ad or paid search campaign is drawing thousands of irrelevant visitors to your site yet failing to result in any real conversions, you may want to rethink where and how you are allocating your marketing budget.
Related: Turn it Up to 11: B2B Digital Media is Having its Spinal Tap Moment
Neglecting responsive design
Some B2B companies make the huge mistake of ignoring responsive design in their marketing strategy. What these companies fail to realize is that anywhere from 8-20% of site traffic now comes from mobile devices and the mobile-friendly small business owner is getting comfortable making important business purchases with a smartphone. If your lead forms and content downloads aren’t conducive to the mobile user, then you could be missing out on a chunk of potential clients. If you’re not entirely sure how to make your website smartphone friendly, check out Google’s easy how-to guide.
Related: The Mobile-Friendly CEO: the Case for B2B Mobile Marketing
Like these surfers, B2B marketers can learn from their mistakes and paddle back out into the line up with a more developed marketing strategy- but without the physical ramifications of being slammed with an avalanche of unforgiving ocean water.