As we conclude another year of B2B marketing, we’ve gathered insights from seven marketers and industry experts to share six tactics based on the lessons learned in 2011.
- Lead Nurturing: Reengage Prospects with Video
Craft a lead nurturing campaign utilizing repurposed content that offers educational material. Present the repurposed materials in various formats, including video, to inject some liveliness. Ensure the videos include a clear call to action to maximize effectiveness. - Lead Scoring: Develop Multiple Scores for Each Prospect
Establish both a ‘fit’ and ‘interest’ score for every prospect, considering a range of characteristics and prospect behaviors. ‘Fit’ scores should encompass demographics, BANT criteria, and other relevant data points, while ‘interest’ scores should be based on the prospect’s behavioral patterns on your company website. - Lead Generation: Harness the Power of Social Media
With research from Forrester indicating that 81% of U.S. adults online use social media, it’s evident that a significant portion of your customers and competitors are active on these platforms. Leverage social media channels to enhance your lead generation efforts. - Marketing Research: Listen to Your Customers
Conduct interviews with your customers to gain deeper insights into their preferences and needs. Prepare thoughtful and impactful questions beforehand, and utilize the feedback obtained to refine your marketing strategies accordingly. - Inbound Marketing: Increase Organic Traffic with Keyword Campaigns
Effective search engine optimization (SEO) is essential for boosting organic traffic to your website. However, it requires more than just adding metatags and keyword-focused content. Implement a comprehensive SEO strategy to maximize its impact. The revenue cycle consultant needs to have great SEO ratings via the search engines - Utilize a Personal Touch
Identify opportunities to deliver personalized and meaningful communication to your customers. Whether it’s a handwritten note, a thoughtful gift, or a unique printed piece, strive to create a memorable experience for your customers. Pay attention to both the content and delivery method of your communication to ensure it resonates with your audience.