Digital Marketing Agencies: For upon |The changing consumer behavior is dictating new terms for the B2B segment. Succeeding the B2C-like ‘experience’ factor, digital marketing is catching up as the new normal for B2B stores. There are several first-level challenges involved in B2B digital marketing. Before expecting any result, these challenges should be addressed. So here we are with a list of challenges that any B2B digital marketing initiative should address and ideas to overcome the hurdles.

As much as the B2C industry, the B2-B industry has also started embracing digital marketing as a means to generate leads. B2B players have long understood the need for building organic traffic, heightening digital user engagement, creating social media bonding, and perfecting every other aspect of digital marketing. Digital Marketing Agencies.

In fact, Statista reports that at least 45% of B2B companies have a formal marketing plan in place. At least half of the B2B companies in the United States have earmarked digital marketing budgets to increase their lead generation.

However, digital marketing is no magic wand a quick wave that will throw open the floodgates of leads. There are several first-level challenges involved in digital marketing for B2B that need to be addressed before results can be seen. Digital Marketing Agencies.

Challenges involved in B2B lead generation using Digital Marketing

The major challenges involved are outlined as under:

Content production

Content is the key asset that helps B2B enterprises drive leads using inbound marketing. But, content production being a relatively new field (hardly a decade old), it can feel a little alien for long-standing B2B enterprises. In fact, the various forms of content required and their purpose itself can feel like a difficult maze in the beginning. Digital Marketing Agencies.

The content produced needs to have a strong message and a compelling tone and it should also address the pain areas of the target audience head-on. Such a form of content production and its distribution across online outlets is indeed the toughest challenge in b2B digital marketing. Digital Marketing Agencies.

Forecasting future trends

Five years ago, keyword stuffing was a way of living for SEO professionals. Today in 2018, voice search pegs over and above all other forms of search. The rapid pace at which the Internet grows has made it difficult for marketers to forecast how things will be in the near future. Digital Marketing Agencies.

Drawing long-term plans for five years is no longer possible. The best bet that B2-B marketers can make is to devise strategies with a long-term vision that will help them achieve short-term goals. Digital Marketing Agencies.

For example, securing top SERPs in a specific region for a given keyword with a definite search volume.

Measuring conversions & lead scoring

In eCommerce, conversions mean a successful sale that the customer paid for. But, in digital marketing, across B2B as well as B2C, conversion means something else. In fact, they mean a lot of things, like:

A Call-to-action clicked and a contact form submitted
The download of gated content like eBooks, White papers, Case studies, brochures, etc.
Visit a campaign page routed through a text/display/sponsored ad
Question submissions in the community or KnowledgeBase

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Each of these preliminary actions has a different weightage of resulting in a business deal. Sometimes, the lead achieved in different ways may have to be scored for the possibility of turning into a lead. Accurate lead scoring and nurturing them for long-term deals is indeed a challenge in B2B digital marketing. Digital Marketing Agencies.

Integrating marketing automation tools

Blogging. SEO. SEM. Social media. Email marketing. The world of inbound marketing is as vast as you can imagine. Bringing all the tools under one roof and taking the best out of them is a swim against the tide. Hence, the need for marketing automation. Digital Marketing Agencies.

There are several marketing automation tools like HubSpot available today that help orchestrates the entire digital marketing activity from a single dashboard. But, using them for B2B digital marketing is a different story. B2B enterprises rely on an entirely different suite of tools for CRM, Content Management, database management, accounting, and so on. Integrating all of these tools with marketing automation tools or vice versa often ends up in a grinding halt. Digital Marketing Agencies.

Data compatibility issues, rogue data, inconsistent data capture, etc. are to be blamed for the difficulty in integration. A possible solution is to cleanse the data before it can be integrated with disparate systems.

As much as the challenges involved, there are also several channels that help negate the challenges involved in acquiring B2B leads using Digital Marketing. Digital Marketing Agencies.

Channels that help negate the challenges

Just like in traditional marketing, the secret to B2B lead generation is being in the right place at the right time and in front of the right kind of people. Digital marketing offers several avenues to do that in a very specific way. Digital Marketing Agencies.

Here are some channels that help negate the challenges in B2B digital marketing.

Email marketing

Meeting customers in their inboxes is still the best way to get more leads. Email marketing that sends periodical emails to subscriber lists, third-party lists, or first contacts is sure to help in nurturing leads for long-term conversions. Digital Marketing Agencies.

Social media

LinkedIn, Facebook, and Twitter rein as ideal platforms for B2B marketers to create an online splash. These platforms help accelerate the online presence as well as gain visibility among audiences who have associated interests, like eCommerce, conversion rate optimization, eCommerce Content Management Systems, digital commerce, etc. Digital Marketing Agencies.

Thought Leadership

B2B buying decisions are usually taken with serious participation from C-level execs. The best way to get the attention of C-level execs is through Thought Leadership on topics of their interest. Blogs, white papers, case studies, and similar gated content can help win the attention of customers as well as turn them into interested leads. Digital Marketing Agencies.

Webinars

According to Digital Doughnut’s State of B2B Lead Generation Report, 59% of respondents agree that webinars are quite effective in lead generation. Webinars are largely created in-house which gives them the credibility and authenticity which is much needed in B2B marketing. Also, webinars can attract a real-time audience who can be later targeted with personalized emails and adverts. Similarly, the on-demand streaming of the webinar video can also be used as gated content for the lead at a later date. Digital Marketing Agencies.

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