B2B Solutions

Our last blog looked at the biggest challenges facing B2B marketers, so this month we are doing our best to help you overcome those hurdles. The below list relates to the issues we highlighted in our last blog, available here.

Sticking to a strategy

It’s not always easy with a multitude of opinions within an organisation, or for the entrepreneurs among us with a new brilliant direction every week. But, it is important that all forces within an organisation are working towards a common goal. To help your business stick to a strategy:

Include as many stakeholders as possible in agreeing a strategy in the first place

Incorporate contingency plans and think about the “what ifs”

Use small achievable goals as a frequent progress report

Marketing and Sales Alignment

There is no reason why marketing and sales can’t be friends. Mutually establishing a well thought out lead scoring system will reduce the level of disagreement about the definition of a lead. Marketing automation platforms such as Marketo, Eloqua and Hubspot can help you do this.

New technologies

There is no denying the power of marketing automation tools in delivering timely, personalised content to prospects. However, investing in the right technology is a big decision and shouldn’t be taken lightly. Things to consider include:

Can you dedicate enough time to make the most of the features?

Do you have the internal resources to fuel the content hungry automation tool?

Should you outsource the management of the tool?

The power of the buyer

It is becoming easier for the buyer to gather information about you and your competitors without having any personal interaction with your company. Consequently, optimising your website to act as a sales tool becomes increasingly valuable. Capturing details through gated content is a great way of making sure you have the opportunity to have a more personalised interaction with prospects.

Messaging consistency

Maintaining consistent...