B2B Digital Marketing Strategy
Align all aspects of your digital marketing with a B2B digital marketing strategy to ensure maximum return on investment.
What is a B2B digital marketing strategy?
B2B digital marketing strategy is the cornerstone of any successful B2B digital activity. You can spend your entire marketing budget on digital, but if your tactics aren’t integrated with a common strategy, then you’ll be wasting a lot of that budget.
Lack of strategy at best results in a lack of focus, at worst it means that your many tactics can be working against each other. A typical example is where your teams go off and create multiple landing pages each trying to achieve similar goals, but with each page diminishing your chances of ranking in the organic results.
Tactics For Growth can help you build and deliver an integrated B2B digital strategy that optimizes your ROI and makes the most of your marketing budget.
In this section, you’ll find the tools, tips, and strategies you need to achieve business growth through B2B digital marketing strategy.
Why is having a B2B digital marketing strategy is important?
If you’re implementing any digital tactic for your business-to-business (B2B) organization, then you need to have a B2B digital marketing strategy in place. There are dozens of tactics available to marketers; the problem is that they are rarely executed with a holistic strategy in mind. The result of not having a B2B digital marketing strategy is a poor return on investment and a lack of consistency. The larger a marketing organization becomes, the more important it is to have a digital marketing strategy. The issues that arise from a lack of strategy are particularly prevalent in business-to-business (B2B) companies where multiple tactics are targeting a very niche audience. Without a clear strategy that audience will receive multiple different messages from multiple different channels, wasting marketing budget and confusing the audience.
First steps in preparing a B2B digital marketing strategy
1) Do you have clear objectives?
The first step to creating any strategy is having clear and measurable objectives, and a B2B digital marketing strategy is no different. A typical objective for a business-to-business company is to generate more leads from digital channels, however increasingly many B2B businesses are seeking to complete the entire transaction online through an e-commerce channel.
2) Who is your target audience?
When developing a strategy, it’s important to know who your target audience is and potentially to build a detailed persona around them. A B2B digital marketing strategy that targets C- level decision-makers will be different to one that targets developers.
3) Do you know how you can reach your audience?
Personas will help you to think about the best tactics to deploy within your B2B digital marketing strategy to reach your audience. For example, to target a developer audience, a good tactic might be to run ads on developer forums. A persona will help you to start thinking about who your audience is, what engages them and how you can reach them.
4) Can you measure success?
The long-standing advantage of digital over any other channel is measurability. In defining a digital strategy, you must have clear objectives, and when executing on that strategy, you must be able to measure your progress.
Watch now: How to build a digital strategy
You need to have a strategy, otherwise you have no business.
In your B2B digital strategy, you need to figure out who your audience is, what they are interested in talking to you about. This tells you what content you need to produce, how you reach your audience and how you measure success.
Use analytics to understand what content the audience is engaging with most. You also need to tailor the message to the channel.
What’s the difference between a B2B digital marketing strategy and digital marketing campaign?
Business-to-business (B2B) digital marketing activity has a clear hierarchy and a digital marketing strategy should sit at the very top. Your B2B digital marketing strategy will inform your digital marketing campaigns. For example, if your strategy aims to generate more leads then you may run a campaign promoting white papers.
A B2B digital marketing campaign will itself have a component beneath it called a digital marketing plan. In the case of a white paper campaign, the digital marketing plan will capture what needs to be done, when and by who.
The B2B digital marketing plan then sits above the execution of tactics. In the case of a white paper campaign your digital marketing plan outline tactical channels, for example, you may promote your white papers through Google AdWords.
When you look the dozens of tactics that could be deployed across multiple B2B campaigns, you can quickly see why having a B2B digital marketing strategy is important.