The march towards modernity continues. B2B marketing is actively evolving, as evidenced by the increasing prevalence of marketing automation software. Everywhere, B2B sellers are constantly upgrading their lead management and lead nurturing platforms to grow their enterprises. Trends in the use of new marketing technologies are being harnessed, and new opportunities are introduced alongside developments in niches such as wearable devices and mobile connectivity.
From the onset, it looks like B2B marketing is hardly slowing down as moreharnessed. What with the heightened utilization of multi-channel B2B marketing activities, marketers will still see more possibilities to grow their revenue and expand their following. But in order to keep up, it is important to know the factors that presently permeate in multi-channel B2B marketing.
In an article posted on eConsultancy, three important insights detail how marketers use their mix of communication channels to acquire B2B sales leads as well as achieve extensive business objectives. Quoting from a report entitled The Reality of Multi-Channel Marketing, the article found out that:
Business needs dictate multichannel efforts
Marketing and sales activity is still largely dictated by business need, according to the executives interviewed for the report. The product or service and/or dominant customer segment profile go a long way to determining priorities when it comes to multichannel strategy.
Email is at the heart of multichannel
In the past, email was often considered to be less interactive than other channels, unable to engage visually like display or emotionally like social, but it is now re-emerging as a driver for a wide range of online and offline brand engagement activities.
The email channel has become essential within multichannel campaigns as the emergence of smartphones has meant that email opens on mobile have exceeded those on desktop.
As a result, emails that are fully optimized for mobile can create an enormous impact.
Paid search is key for acquisition
While mobile, social and personalization attract much attention, PPC is still demonstrating its worth for the majority of businesses. A study by Shop.org found that 46% of marketing budgets were dedicated to paid search.
Easily measurable and highly segmentable by location of consumer or bricks and mortar store, PPC is able to engage in deep targeting to deliver a high degree of relevance to a customer in the discovery stage. In Q1 2014, search began 44% of all US ecommerce transactions.