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Independence from B2B email marketing
An important reason for the growing importance of email marketing. Is its independence from social media channels and the associated inability to plan the reach precisely. When sending newsletter and email campaigns, this reach can be planne very precisely. In addition, target groups can be forme base on various. Criteria and belize phone number list email can be delivered based on interest. For example, a software company can send training content to the right target group. A mechanical engineering company can use interest and selection.
Criteria to send target invitation to trade fairs and provide information about products in a customer-friendly manner.
By linking email delivery solutions
CRM systems, email marketing also becomes more intelligent in B2B. Intelligent emails also enable them to be better evaluate, better integrate with other marketing measures and automated (keywords: trigger emails, marketing automation).
E-mail marketing in e-commerce
A recent study by Inxmail and Ipsos 7 tips for future market leaders: how to beat the competition found that 40% of e-commerce companies want to increase their budget for e-mail marketing in 2014. The most important homework is the individualization of e-mails, the use of transactional emails and the integration into shop and CRM systems. Mobile optimization, which is becoming increasingly important for many companies, should not be neglected either.
After-sales in e-commerce and traditional
sales in particular offer a lot of potential for email marketing in B2B. These include opportunities for sales promotion via cross-selling and up-selling, customer loyalty with the help of service and support emails, and communication of specific line data regular customer discounts and special offers.
Segmented, personalized and, ideally, mobile-optimized emails should be part of the online marketing mix of B2B companies. Independence from other channels, the development of important insights into target group interests, and the potential for direct dialogue and after-sales service make email marketing increasingly interesting in the B2B environment.
Google will now focus more sharply on individual pages
In particular, it is now worthwhile to create individual subpages for relevant topics and to optimize them. The Panda 4.0 update no longer penalizes entire domains if some subpages have shallow content, but acts on a URL-specific basis. This Google will means that individual pages with high-quality content can make it to the top and thus displace top dogs that have previously been ranked high due to their brand strength.
Opportunities and risks for B2B companies
Now more than ever, B2B marketers should think Google will about their content. Content marketing in particular offers great opportunities to publish editorial content on the Internet. If SEO-relevant factors are taken into account, nothing azerbaijan phone number list stands in the way of a good ranking. Topic and specialist blogs are particularly suitable for B2B companies. In addition to publishing content on their own platforms, such as the website or blog, this is often also spread on external platforms in order to generate valuable backlinks. It should be borne in mind that as part of the Panda update, those platforms that only aggregate third-party content will be penalized. These include press portals, for example.
Successful SEO today means creating
content that is specific to the target how to view and analyze email headers online? group and is very well prepared editorially. The important SEO factors should continue to be taken into account. B2B marketers should always focus on the benefits and added value of the content for the user. Because that is precisely the major and long-term goal of all Google updates: to optimally answer users’ search queries and thus provide them with added value and benefits.
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.