The Digital Marketing in the B2B marketing approachSamuel Udoukpeh
Business-to-business (B2B) marketing in the past years has valued events as a solid way to generate new sales leads. Meanwhile, strategic research from Sagefrog Marketing Group revealed that B2B marketers are augmenting that traditional method with a digital-minded approach which is equally what’s in the trend.
Sagefrog’s October 2017 survey of US B2B marketing professionals popped three of the top four areas of marketing spending were digital in nature. As a matter of fact, website development topped the list while the old face-to-face tradeshows methods and events were the second most popular answer, followed by digital marketing and social media.
Still going further on the digital marketing techniques, they also stated in their release that email and social media were tied as the most commonly used marketing tactic, employed by 79% of respondents. Tradeshows and events were used by 59%, but the next three most popular marketing tools—search engine optimization, blogging and online display advertising/pay-per-click (PPC) advertising—all fall squarely in the realm of the digital terrestrial.
These objectives of marketing were largely what everyone might just expect them to be just as it is according to Sagefrog. Just like many other companies carry on research, The firm also found that sales lead generation was a high priority for 67% of respondents. Converting leads to customers was the second most important goal for marketers polled, named as an objective by 47%.
The stated outcome is so far described as interesting, considering the latter task has previously fallen largely on the shoulders of salespeople. Just as it may also be a reflection of a sales funnel that has been disrupted from its traditional structure thanks to the rise of digital marketing tools.
As an expert in digital marketing and marketing research in Nigeria, Soutech Ventures has also found that B2B marketing efforts are getting more complex. Where they once focused strongly on lead generation, marketing campaigns are now also being complemented by account-based marketing, in which B2B firms focus personalized efforts on high-value accounts to drive revenue growth.
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