Digital Marketing is an area that is constantly changing in order to meet consumer demands. Marketing professionals must always be at the forefront or they risk quickly becoming outdated.
Despite this dynamism , there are challenges that remain and have not yet been overcome. As we prepare for next year, we propose 5 challenges, some more targeted at B2B companies , others that can be extended to B2C .
1. Keep the focus on Account Based Marketing (ABM)
In 2015, Account-Based Marketing was a major focus for Digital Marketing professionals . Marketing was finally able to catch up with ABM, despite the fact that the focus on specific companies is usually associated with sales .
What is ABM? It is a type of marketing targeted at a specific account (company). For example, a LinkedIn campaign can be launched aimed only at that account. Since it is a personalized campaign , the results tend to be very positive.
In 2016, we propose going further in ABM. We recommend using the information gathered in Digital Marketing strategies to enhance ABM and foster ABM to make Digital Marketing strategies more effective. It is a cycle that can increase your company’s results .
2. Align Digital Marketing and Sales teams
The separation between Sales and Marketing teams is a common problem that leads to many mistakes. For example, Digital Marketing prepares potential customers for a first contact from the Sales team . When this does not happen and the contact is made “cold”, a business opportunity can be lost .
It is important for any company to have teams aligned on strategies and objectives. Alignment between Marketing and Sales helps to:
- Execute sales effectively;
- Enhance Marketing processes;
- Develop the product;
- Analyze the results.
Challenge for 2016 : The Digital Marketing team must analyze the impacts of their strategies on the sales department before moving forward.
3. Invest in quality content over quantity
Content Marketing has grown a lot within Digital Marketing. With this, the trend of producing a lot of content followed , in the hope of increasing visibility. But what made me fall in love with marketing a lot of content does not always mean good content and customers, increasingly demanding, look for quality.
The challenge for 2016 is to find a balance between quantity and quality . Content is only effective when it is good and meets what people are looking for. In a huge number of daily publications on social networks, websites and blogs, those who offer the best stand out.
4. Map the customer purchase journey
One of the advantages of Digital Marketing is that it allows professionals to get to know their customers . Interact on social media , analyze your blog metrics, launch types of databases email marketing campaigns , and invest in landing pages. These are all effective ways to understand the needs and preferences of your target audience .
For a B2B company that wants to stand out, it is essential to pay attention to the customer’s purchasing journey. Once mapped, Digital Marketing professionals will have enough information to:
- Adapt your content to each stage of the purchasing journey : There is no point in sending emails with promotions when the lead is still in the early stages of researching the product/service. At this stage, it is important to provide them with the information they need to make a decision.
- Adapt strategies to each stage of the purchasing journey : Why not opt for a short, appealing video for those who are still at a very early stage? It might work better than an ebook , because it more easily arouses curiosity.
The challenge for 2016 is to get to know customers, their journey and adapt the company’s communication to the target audience.
5. Identify Digital Marketing expenses and revenues
Most companies do not invest enough in Digital Marketing technology . Consequently, professionals have difficulty showing their executives the value generated by Marketing.
All departments in a company must generate profit , and Marketing phone number taiwan is no exception. To be truly valued, it is important to show that the money that goes out is generating a return.
To do this, use solutions that generate a high ROI, such as marketing automation tools or CRMs. Attribution Marketing is also highly recommended: it allows you to know precisely the revenue generated by each Digital Marketing task.
In 2016, show the results of Digital Marketing and get more and better investments for your team. These are the challenges we propose to B2B companies. But to do so, you need to be well informed and always up to date. With this in mind, we have prepared the essential guide to Digital Marketing. Download it for free.