Top 3 B2B Marketing Priorities for 2018

Top 3 B2B Marketing Priorities for 2018
With the start of 2018, many B2B Marketing companies have set their resolutions,
although no one can analyze whether they are in the right direction. Having clear
marketing goals is a priority, and your company's survival is quite evidently linked to
your marketing success, and failure is not a viable option. So, while setting marketing
goals for the year, an excellent place to start is looking at what other similar businesses
are prioritizing. This New Year, B2B companies are more focused on content and digital
marketing effectiveness, lead generation, customer understanding, and differentiating
their brands in the marketplace. What's most important is to see how these priorities
match up with your company's goals.
Priority #1: Improving Content Marketing Effectiveness
In 2018, for 77% of marketers, improving content marketing effectiveness is their top
B2B priority. According to the Content Marketing Institute, 88% of B2B Marketers
believe content marketing is an essential part of their organization's marketing strategy.
The question here is, how a company can improve its content marketing effectiveness.
You should ensure that you're prioritizing your content efforts on the types of offers that
are most successful in your markets – at the right time, to the right persona, in their buy
cycle.
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These are the most used CTAs, which most B2B businesses need to focus on to
improve their content marketing effectiveness.
Priority # 2: Designing and Executing Digital Marketing Tactics
When digital marketing tactics are executed successfully, your lead generation tactics
will be more efficient automatically. The current trends of digital marketing for B2B
companies—like marketing automation, content marketing, content personalization, and
LinkedIn marketing—will facilitate in prioritizing your company's efforts. To set goals
accurately, it's best to look at analytics from your own company's marketing
performance, but these industry standards can only provide some guidelines to get you
started. Try to examine and find out how are people finding your company? Findings
show that customers are researching using various search engines, website referrals,
customer reviews and case studies, whereas few others are also searching using blog
posts, social and mobile and all this much smaller. Smart B2Bs will adjust their goals
and priorities accordingly.
Priority #3: By Managing Lead Generation Activities Effectively
B2B leads often have a more extended lifecycle than B2C consumers, so B2B
companies have the edge over them and tend to work harder to make sure their leads
are engaged and nurtured through the entire process. On average, B2B researchers do
12 searches before engaging on a specific brand's site and answer all these questions
regularly:
- Are you catering to your customer’s needs and expectations at every step of the
process?
- Do your marketing goals reflect how customers interact with your brand?
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Applying all these priorities will lead them to the next marketing priority.
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