As a recent study from MarketingSherpa discovered, B2B marketers reported generating leads and converting prospects as the most vital marketing goals.
According to the 2012 B2B Marketing Benchmark Report:
- 60 percent of B2B businesses named lead generation as their top goal moving forward;
- 48 percent of B2B businesses report lead generation as their greatest challenge ahead of them;
- 57 percent of B2B companies claim prospect conversion is a targeted goal, with greater than half naming conversion a challenge;
- Lack of time and resources were the most mentioned challenges facing B2B companies.
As many B2B companies have discovered, strategic content marketing strategies can assist in terms of sucessful lead generation with pay-per-download and co-registration campaigns.
The Key is in the Wording
By developing informative, keyword-rich content, businesses can attain better SERP standing, along with bettering their reputation as a thought leader in their respective niche. Among the ways to provide for better conversion are including links to landing pages and calls to action for prospects.
One key factor to always remind yourself is that your keyword strategy must never become static, meaning your campaigns need to keep evolving and progressing, not regressing.
When it comes to your PPC campaigns, it is important to steer clear of having just one broad term, instead selecting much targeted phrases of a pair or more words to obtain searches for providers in your niche.
It is also a good idea to consider keywords that have the possibility of increasing your reach to both the horizontal and vertical portions of your niche.
Is The Window of Time Closing?
As the MarketingSherpa study points out, B2B marketers are displaying much greater levels of maturity when it comes to lead generation and qualification than overall funnel optimization. There is also a short window of time for marketers to take advantage of this trend, in essence, moving ahead of the curve.
With a short window of time, where are B2B marketers directing their efforts?
Survey numbers indicate that marketers are throwing their weight and finances behind tried-and-true efforts like trade shows, Web site marketing and email.
According to the survey, email marketing and paid search (pay-per-click) consistently ranking in the top three as far as effectiveness for marketers.
Marketing Challenges Abound
The survey reports that while external forces are in the mix, internal issues also serve as an obstacle. Among the most notable issues are:
- 62 percent reported a lack of resources in staffing, budgeting or time;
- 39 percent noted lack of ability to cease executing and think strategically;
Lastly, for many B2B marketers, relaying data to senior executives is not always a done deal.
According to research from Lenskold and the Pedowitz Group, only approximately one in three B2B marketers worldwide provide financial contribution metrics to senior executives.
This is despite the fact that a third of B2B marketers follow revenue metrics tied to marketing-generated possibilities, finished deals and percent of total sales.
What are your top marketing goals? Share the challenges you face as a B2B marketer.
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