Right approach results in major dividends for B2B marketers

B2B marketers can improve their success in 2013 by following some simple and effective techniques to engage their audiences. Business 2 Community’s Megan Leap recently highlighted a few ways companies can reach out to other firms this year, improving their bottom lines in the process.

According to Leap, marketing automation is a great way for B2B marketers to improve their lead generation. Whereas traditional marketing techniques often involve at least seven ways to take a cold lead to a customer, automation allows companies to hone in on their audiences more effectively based on the clientele’s segment.

Although email is one of the most effective platforms for B2B marketers, many organizations are still struggling to generate leads through this channel. Leap encouraged companies to improve their landing pages in 2013 so their email marketing efforts do not fall short. The writer cited a study conducted by HubSpot as an example of the potential success of landing pages. The survey found that firms with 30 or more landing pages are seven times more likely to generate leads compared to organizations with fewer than 10.

Content marketing is another way B2B marketers can take their efforts to another level in 2013. Leap explained that this approach helps businesses improve audience engagement, enhance traffic and establish more trust and credibility with audiences. Firms that blog generate nearly 70 percent more traffic than organizations that do not, according to HubSpot.

Consistency also key
Since B2B marketers have so many options at their disposal when it comes to marketing, things can become difficult in terms of consistency across all channels. B2B Marketing’s Erica Bell suggested that companies should focus on creating content that is unique, consistent and captures their audience’s attention.

Social media is one of the most popular marketing tools, but often businesses rely too heavily on these websites. As a result, other areas like blogs, email newsletters and others are neglected. Bell wrote that content must be shared equally across these channels.

B2B marketers that fail to strike a chord with prospective clients will likely struggle in 2013. Industry professionals believe that companies must avoid talking about themselves too much when engaging audiences. Instead, firms should tell other businesses how their products or services will help solve a problem.