Want to create a B2B marketing strategy that attracts quality leads? Of course you do, it’s what we are all after - hot leads that are ready to make a purchase.
Here are our top 3 tips for designing a killer B2B strategy that increases the number of MQLs and ultimately increases the amount of closed-won business.
Building a successful B2B marketing strategy is not a one man show, or a one department show for that matter. Marketing and Sales need to be on the same page when it comes to planning and implementing successful campaigns. For starters, the two departments must clearly define and agree upon all criteria that make-up a MQL. Through this collaboration process, the teams can simultaneously ensure that all of the selected criteria align with the sales goals and objectives. Additionally, this process allows both parties to set clear expectations and assign responsibilities. Having buy-in from both sides of the table will ultimately lead to a successful implementation process.
Know your market. If you haven’t already created personas, now is the time. Not sure where to start? Check out Hubspot’s free Buyer Persona Template. Creating personas will bring many insights into your market, one of which is identifying how you can help your prospects to best overcome their challenges. Understanding what’s important to them and what motivates them to take action will help you create content that will nurture them through the buyer’s journey.
Different personas at different stages of the buying process will require various types of content. But, the most important thing to remember when creating this content is that it must provide value by answering the prospect’s questions. To gauge the effectiveness of your content, it’s important to set specific goals for each and every piece of communication. For example, an email sent during the awareness stage may have the goal of getting the prospect to visit the website, whereas an email during the decision stage might have a goal of downloading a free trial. Whether it’s a blog, social media ad, email or newsletter, clearly defining each piece’s purpose, and tracking the success rates will provide invaluable insights for future campaigns.
Collaboration, personas and content creation definitely need to be top of mind when you begin planning a B2B strategy to attract more MQLs. Send us an email or give us a call at 571-606-3106 and let’s get the conversation started today.
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