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Using monitoring for target group insights
The use of monitoring tools enables B2B marketers to implement online marketing more effectively. However, there is still some catching up to do on the part of providers to improve such monitoring tools for B2B requirements.
The annual B2B trend paper highlights
current trends in online marketing. Market monitoring for observations and external studies are included, as are our own analyses, experiences from numerous projects and insights from discussions with leading B2B marketers.
For marketers in the B2B sector, knowledge of target groups is becoming a decisive factor for success. The change in B2B communication that has been ongoing for years requires a rethink in how target groups are addressed. And this can algeria phone number list only succeed if clear facts about the target groups are available. Without appropriate market research, analyses, interviews and intensive insights into the target groups, future B2B online marketing will be missing a building block for success.
There is currently a lot of movement
in the Google rankings again. The reason security gateway advantages monitoring for for this is the major updates Panda 4.0 and Hummingbird. In order to secure a good ranking in the long term, a rethink is required today more than ever. Sustainable SEO strategies are becoming mandatory. But what do they look like and where are the big opportunities for B2B companies?
Google regularly carries out updates to the algorithm. Google’s long-term and central goal is to constantly improve the quality of line data search results for users. In the past months and years, there have been two significant updates: the Panda update, an update to the ranking algorithm, and Hummingbird, which related to the search algorithm. The Panda update was first introduced in 2011 with the goal of ranking websites with high-quality content higher and downgrading equally shallow website content.
New generation of algorithms
In the future, content will be so important that even small websites with well-prepared content can manage to rank high on Google. This means they finally have a chance against the large, well-known websites.
Challenges of Panda 4.0 & Co. for B2B websites
Since the Hummingbird update, B2B companies have been facing completely new challenges with regard to SEO. If you want to be ranked high on topics, it is important to cover the users’ search queries as semantically as possible with the website content. The Panda 4.0 update puts good, editorially prepared content even more in the foreground. High quality is the be-all and end-all.
Trends 2014/2015 in B2B online marketing
Precise knowledge of B2B target groups is having an increasingly strong influence on online success. B2B online marketing requires reliable information about specific user behavior, needs, acceptance of various online channels and social media platforms, as well as industry-specific characteristics in the purchasing process.
Benefit communication has been
moving to the forefront for years, while product communication has taken a back seat. Due to this fundamental development, more united kingdom phone number list knowledge about the target groups and their needs is necessary than was the case a few years ago. But the dilemma is that many B2B companies simply don’t know enough details about their target groups. Marketing, sales and product management will have to work together even more closely in the future than before in order to be able to communicate better online.
This situation leads to 5 trends that will affect B2B online marketing, especially in 2014 and 2015. Briefly presented here, all trends for online marketing in the B2B environment are described in detail in the current trend paper from creative360 .
Trend 1: Building and expanding knowledge of target groups
B2B marketers know too little about their remote work target groups. This knowledge and the interaction between product management, sales and marketing will be crucial for success in B2B online marketing.
Trend 2: Target group-based B2B websites and content
Websites of the future will be geared towards target groups and individual target persons. To do this, B2B marketers need a clear idea of the information needs and a content marketing strategy.
Trend 3: Implementation of data-driven online campaigns
The days of trial and error are over. Today’s B2B campaigns line data on the web are based on data, multi-stage, multi-dimensional and, above all, aligned along the customer journey of the B2B target groups.
Trend 4: Using retargeting in B2B online advertising
Addressing B2B target groups with the right content at the right moment in the buying process is an art that needs to be learned. Retargeting helps B2B marketers improve the ROI of their online campaigns.In order to take smaller display sizes into account
If there are no compatibility issues in this browser, the website will be optimized for newer browsers. It will be tested to what extent newer technologies are supported by the browser and can be used. The disadvantage of this variant is that the use of new technologies in newer browsers means that the website will not look identical to the older browsers that were developed first.
The “mobile first” principle is also taken
into account in the design phase. Since there is little space available on smaller display sizes such as mobile, content is reduced to the elements that are most important to the user.
After the conception phase, the “classic tunisia phone number list design process” is reversed. The “classic design process” involves creating a static layout for the homepage and various subpages in the design phase. After the correction cycle and approval, the design is then implemented in HTML.
In the “progressive design process
however, only a static design for loud based attacks the homepage is created after the conception phase. After this design has been approved, the HTML is then implemented in parallel to the design phase. This creates an interactive layout that only shows the structure of the content as well as functions and behavior on different display sizes.
This interactive layout offers B2B companies
A better understanding of how the content behaves on different display sizes. In addition, companies and their change requests can be integrated better and more easily, as adjustments can be made more quickly. This ultimately reduces time-consuming corrections and saves valuable time. The entire project team is more flexible and the website design can also be implemented more flexibly and technically in content management systems (CMS).
Conclusion: In summary, it can be said that line data the advantages of “progressive enhancement” outweigh the disadvantages. The error-free and flawless presentation of the content and the associated requirements are the main focus when developing the website. Regardless of browsers, browser versions or display size. Especially in B2B companies, complex content can lead to changes during the design phase, which must be incorporated smoothly.
New design process for more flexible B2B websites
The development of different devices and the increasing use of mobile devices have resulted in new requirements for B2B websites. The aim is to meet the highest possible standards of the numerous display sizes and updated browser versions. This is the only way to display websites and their B2B content without errors. This is causing designers and concept developers to rethink the process of creating websites.
There are two different approaches
to better designing and developing websites in the future: “graceful degradation” and “progressive enhancement” including “mobile first”. The methods differ in whether the programming is initially based on the latest browser versions and large display sizes or vice versa.
The conventional method with graceful degradation
The “graceful degradation” variant is used sri lanka phone number list very frequently. It assumes the best possible solution during the design phase. This means the latest browsers and large displays. Older browsers and less powerful systems are only taken into account when everything works in the latest browsers.
In practice, this means that in the the role of dns in email security conception phase, after the static layout, an HTML page is programmed with the latest technologies and effects. In older browsers, these often lead to compatibility problems. The solution is therefore to adapt to older browsers. This results in a weakening of effects. Furthermore, it is only optimized for certain older browsers.
In addition to the latest browsers
graceful degradation” assumes large display sizes, meaning plenty of space for content. This means that on small displays, content is lost due to the lack of space, which is a problem in the B2B sector in particular, as there is a high need for information. In summary, it can be said that the website also works in older browsers, but disadvantages in terms of information content and user-friendliness must be accepted.
The dynamic method based on progressive enhancement
With the “progressive enhancement” method, the line data procedure is exactly the opposite; in the conception phase, the worst is assumed. This starting point, an older browser, often corresponds to that of a B2B company. During the conception, the focus is on the content and its best possible placement and structuring. When developing the website, the oldest browser is used as the starting point.
From prospect to buyer with lead nurturing and scoring
But what does the ideal customer actually look like? Modern companies are increasingly using the buyer persona concept, which is ideal for defining the ideal prospect or ideal customer. You choose a customer whose type you would like to have more of. You work with a picture and placeholders, define some important profile characteristics and create a real fictional character. Position, industry, company size, personality traits or even search behavior could characterize this character.
Based on this profile, you can ultimately
Beduce which information the lead needs singapore phone number list to further advance the decision-making or purchasing process. When developing your buyer persona, you should also ask yourself which channels your interested party and potential buyer uses. This is because this has a significant impact on where you publish and promote your content. Possible channels include: company blogs, video portals, social media platforms, newsletters or specialist portals. Customers from the B2B environment in particular prefer different channels than those from the B2C environment.
In order to develop the prospective
customer to a certain level of “sales maturity”, the data must be enriched (= lead nurturing). In advance, the company determines which how to check if an email source is reliable? information must be available in order to pass the lead on to sales. This can be: name, email address, position, country, company size, industry, etc.
But when is a lead a good lead? What line data industry should it be in? How many employees does the company need to have at least? You should already know the answer to this before you evaluate your leads (= lead scoring). All of these processes can be implemented most efficiently with the help of a marketing automation system. Many B2B companies also use these platforms to define campaigns and workflows, which can be specifically measured at any time during tracking and reporting.
According to a study
by the Lenskold Group, the number of companies that set up modern lead management will grow by 41% in the future. Lead management is full of potential for B2B companies. Lead management will be a compass for sales and B2B marketing. If used correctly, it can make sales work easier. Through appropriate lead generation and lead nurturing measures, marketing and sales will work more closely together. In the future, both departments will work hand in hand and be a shared part of the company’s success.
Lead generation as an important basis
Which companies can afford not to generate leads or develop new customers today? What was a “nice to have” until recently has quickly become a “must have”. We’re talking about integrated lead management and everything that goes with it. But despite this knowledge, many companies have not yet jumped on the bandwagon. They continue to rely exclusively on tried and tested outbound marketing measures such as cold calling or advertisements.
At a time when interested parties
find out about products independently via qatar phone number list the Internet, social media and other platforms, companies have the task of making this information available to them in an appealing way. The aim is to accompany them from one decision-making phase to the next. Every B2B company already hoards a large amount of content. Be it in the form of product data sheets, brochures or case studies. This content must be viewed, collected and assigned to the relevant decision-making phases of a prospective customer. This process is followed by what is known as lead generation, which is a sub-area of the 4-stage lead management process.
In order for processes such as lead generation
lead development and closing to check if the ip address is on the deny list or ip block list run smoothly, it is important that sales and marketing pull together and think in the same direction. Sales staff, especially in B2B companies, rarely trust the expertise of marketing. Yet they all have the same goal: to generate leads, develop customers and close sales.
The new role of marketing
The tasks of marketing have changed line data significantly in recent years. Those who, some time ago, organized trade fairs and events, developed colorful product brochures and created interesting PowerPoint presentations, now play a direct role in generating leads and pre-qualifying them. This means that interested parties are only passed on to sales when their willingness to buy and area of interest can be better assessed.
Social media marketing as a sales argument
If a B2B customer approaches a salesperson these days, they have usually already made the actual purchase decision on their own, at least in principle. This makes it all the more important to establish the actual contact much earlier, using other means. In addition, social media marketing offers the unique opportunity to build a relationship of trust based on authenticity, transparency, dialogue and emotions. These soft skills can ultimately be the unique selling proposition for the company.
Overall, this is by no means the sole
task of the marketing department. Rather, it is paraguay phone number list the sales people who know their customers well, know where they hang out and what topics concern them. These are precisely the questions that must be the first step in order to be able to sell via social media marketing. Once you have positioned yourself correctly, initiated a dialogue with the target group and convinced them of your abilities online, you then need to convince them in a personal conversation with the “hard facts” such as price, quality, etc.
Conclusion: It’s not surprising
that studies show that companies that have dns security extensions a blog generate many more leads than those that don’t. Content marketing – and social media marketing is nothing else – has the ability to prove that the company is a rock star. Marketing just shouts the same message out into the world without providing any evidence.
Sales via social media marketing
is therefore just a byproduct of a line data comprehensive social media strategy. If salespeople do not understand that they have to significantly change their role as salespeople, they will certainly not “die out”. However, they will miss out on many opportunities to significantly increase their target quotas.
Purchasing process in B2B companies
New customers, on the other hand, have greater potential. However, they must first discover the need for the service offered. And this is where B2B companies the secret lies, which does not consist in giving a company instructions on what exactly needs to be done to sell. Rather, it lies in recognizing the possibilities of social media marketing and making the best possible use of them for yourself as a B2B company.
In general, the classic purchasing process
of a customer can be divided into nigeria phone number list three different “moments of truth”. While a potential customer is in the orientation and research phase in the “zero moment of truth”, a potential customer is in the “first moment of truth” phase immediately before the actual purchase is made. In the “sequential moment of truth” phase, on the other B2B companies hand, the buyer will experience the product or service and report on it. Of course, he does this in a personal exchange. However, he also expresses his opinion on the Internet, which in turn offers an advantage for other users. They can see first-hand that the advertising promises are true.
Use of salespeople in the B2B purchasing process
Potential B2B customers nowadays pay attention to password security use the Internet to find out more about their needs, about companies or specific products and services. The exchange between users plays an enormous role here. The opinion of like-minded people is trusted much more than advertising promises. Customers also learn from their private actions and transfer this to their everyday working lives.
Just a few years ago, sales were involved much earlier in the purchasing process of a potential customer. Nowadays, this is only the case much later. According to a Google study, only after 57% of the purchasing process has been completed. For companies that do not want to lose potential customers, this means that they have to get involved in their purchasing process much earlier than they currently do. If the traditional route is no longer possible, new paths must be taken.
Increasing reach thanks to social media marketing
Potential customers are increasingly line data using the Internet for their own purposes. A company must therefore be found at exactly the right B2B companies time with the right information. Almost all users start their search with the help of a search engine. The higher the social media engagement, the higher the visibility for the B2B target groups. Due to its specific characteristics, such as the high reach, proximity to the customer and dialogue, social media marketing is the ideal tool for companies. This is the only way to attract potential customers’ attention at an early stage.
The chance of being found and ultimately
coming into contact with potential customers from the B2B environment arises from increasing reach. This can be achieved through social networks, specialist articles, etc. The right information can be disseminated early on via blogs, websites or success stories. Dialogue can then arise in forums and networks, ultimately convincing customers of your know-how.
My vision for the ideal marketing agency
Once the formality of depending on myself is done, it is time to put into practice everything you have learned for more than 17 years and that you believe you know how to do well.
When I thought about what my ideal agency would be like, in addition to the infinite vocation for service that one must have, I thought about what I wanted to specialize in. That is the key, to specialize, to be an expert. This is when I began to define the three pillars on which I wanted to base my agency: Inbound Marketing, Social Selling and Outsourcing of Marketing Services.
1. Inbound Marketing
Marketing automation, which is not new either (nor Heraclitus’, of course), I think is one of the bets that every marketing manager of today has to make. In B2B environments, having an automated Inbound mint database Marketing strategy will give you agility, a capacity for response and control of the relevant metrics, which are key to being able to make the right decisions.
2. Social Selling
Social Selling, or using Social Media as a key support in the sales process, is essential for any sales team that has realized that we are in 2017 (and not 1987). Sell how and where your customers difference between prospecting vs generating leads want to buy. There is a whole universe of tools and services around Social Selling, which can give the competitive advantage that all sales teams are looking for.
3. Outsourcing of services to a reliable partner
Finally, being the eyes and hands of my clients. Being someone trustworthy and reliable. That is what marketing directors of multinationals, often based in London or Dublin, think of when they think of their marketing department or agency in Spain and Portugal. And someone had to do it.
Meet mbudo: my marketing agency in Spain
Well, all this, seasoned with enthusiasm, passion, joy japan data and a touch of madness, is mbudo (I had already mentioned the name before). We are HubSpot Diamond Partner in Spain. The journey has just begun, come and discover mbudo .Of all the ways to face this challenge
It is curious the different approaches that we are seeing today in this type of process. There are organizations that focus on Digital Transformation from a purely technological point of view, putting IT management at the forefront. Many others focus it on a simple modernization of processes, where the technological component is also a major factor. Another trend is the creation of a boss of the whole thing (a Chief Transformation Officer), who usually goes about transforming with more will than success here and there.
The one that has always attract
Me the most is the one that has people as its fundamental axis. Modernizing software, a website or work processes should not be anything more than Business as Usual. Changing people’s mindset and providing them with a work environment in line with the present, that is a challenge and a true Transformation.
At mbudo we are committ to people . We believe that they teacher database should be the fundamental axis of the Digital Transformation of Companies. They should be spokespersons, loudspeakers, brand ambassadors on Social Networks and to do so they must be able to have all the resources and information available and ready to be us. Each and every one of them; from the person in charge of Reception to the CEO, including, of course, the entire sales team.
It is about immersing the company
In the world of 2017. Taking the company to the Internet and Social Networks, involving all employees. There is nothing that generates more involvement (or engagement, as they call it) in people than making them participate in the strategy. And this translates into improvements in the work environment, productivity and, of course, sales. The entire sustainability is becoming a priority company sells… and those who are also paid for it, sell better because they know how to do it using the social world and are prepar for it.
How to set up a marketing agency… and not die trying
The only constant in life is change. And this is not something new; they say that Heraclitus of Ephesus already thought about it around 500 BC.
Well, following Heraclitus’ advice (and because I had been thinking about it for many years), about a month ago, I finally did the latest crazy thing: set up my own marketing agency.
Start setting up a marketing agency
Administratively it is not excessively difficult, experts say japan data that things have improv a lot. Economically, I imagine that one day it will be profitable (at the moment, you have to pay for almost everything). From a rational point of view it may be quite dizzying, the issue of security and such but well, that’s why it’s call madness.
Facebook Ads Audience Sync
Integration with HubSpot makes it possible to manage these ads on the platform itself and collect all the information provided by Facebook, thus using the full potential of HubSpot for data processing.
HubSpot Facebook Lead Ads 2017
Facebook Ads Audience Sync allows you to retarget Facebook ads with segmentation based on your own HubSpot lists. This allows you to:
Syncing HubSpot lists with physician database Facebook audiences.
Run the same campaign profile.
Sync with smart lists for retargeting.
6. Native Shopify & Ecomm Bridge Integration
Integration with e-commercePlatforms such as Shopify allows you to integrate orders and product data within HubSpot. With the two tools connected, you can apply information from your e-commerce to implement marketing or sales actions. Includes:
Marketing Automation for steps to backup emails in outlook Ecommerce. The integration allows you to use data from the E-Commerce platform, such as the status of the sale or purchase patterns, to trigger workflows (automated action flows). This means, serving your contacts in cases of “cart abandonment”, order processing, and more.
Email for E-Commerce
HubSpot allows you to automatically design and send transactional emails.
Product and Order Tracking. Integrating orders into HubSpot as deals allows you to analyze purchasing behavior, customer lifetime-time-value (LTV), and other behavioral patterns. This allows you to create segmented customer lists and take appropriate actions for each segment.
For other solutions, HubSpot has developed Ecomm Bridge, which allows any online store to be integrated with Hubpsot.If you would like to learn more about some of the features, please feel free to contact mbudo . If you want to know more about our services and the mbudo method, click here.
How to help companies in the Digital Transformation
For those of us who have already seen a few japan data Olympics, this Digital Transformation thing is not exactly new. But that does not make it any less important and necessary in these times.
HubSpot Conversations is new in HubSpot 2017
With this tool, HubSpot integrates and contextualizes each interaction on a single platform. A conversation that can begin on Facebook can continue in a live chat or wherever the customer prefers, with all communications integrated into a single inbox.
In the very near future, the tool will include conversations via Chatbot , given HubSpot’s recent acquisition of the Motion AI platform .
3. Content Strategy
It’s been a long time since keywords were the primary focus of Internet searches. Today, search engines rank websites higher whose content is organized by “topics,” or themes, which reward engineer database quality of content over quantity of content.
Content Strategy is a powerful feature of the HubSpot platform that makes it easy to organize content by topic. It tracks your website and suggests content topics based on relevance, competition, and popularity. From here, it helps organize content into different “clusters” that optimize your website’s influence on search engines.
Instead of writing content
That revolves around certain keywords, the idea is to create content around a particular topic. This will be the main source of content, and around this topic you will create new content that supports it.
HubSpot’s content strategy helps you choose relevant difference between prospecting vs generating leads topics and discard those that aren’t. It helps you choose and structure existing content, and the tool itself suggests new content based on search engine metrics.
The idea is to get more traffic with less content.
HubSpot Hubspot content strategy 2017
4. Facebook Lead Ads
Facebook lead ads is the Facebook tool that allows you to japan data request information from your potential customers. When someone shows interest in your ad, they will see a form that is automatically filled out with the information already shared on Facebook. This is the ideal time to request more information from your potential customers, in a non-intrusive way.