V DIGITAL SERVICES BLOG
Straight From The Pros

B2B Marketing Strategy Guide for 2021

Featured image for post: B2B Marketing Strategy Guide for 2021

Digital Marketing

With everything that’s happened in 2020, it’s easy to forget that we are currently in the middle of what Deloitte has described as the Fourth Industrial Revolution. In just the last few years, massive strides have been made in both marketing and the scope of technological possibilities as a whole. Technology has completely changed everything for brands trying to hone in on effective marketing strategies for the business to business market.

And yet, a surprising number of B2B business owners are still trying to take a traditional approach to marketing strategy – but why is that? There are many reasons that so many business owners might lag behind the fast pace of modern B2B marketing, from tech-related obstacles to a basic lack of experience in the digital landscape. 

If you count yourself among the many who are wondering how to revamp your B2B marketing plan, you aren’t alone. But if you want to keep up with your competitors, now is the time to jump into the future of digital marketing for the B2B market with both feet.

Making the Move to a Smarter B2B Digital Marketing Strategy

If you’re planning to make 2021 the year that you master B2B marketing strategies once and for all, you’re in luck: The V Digital Services team has put together a massive guide that covers everything you’ll ever need to know on the topic. Our years of experience have allowed us to build a foundational understanding of what it takes to succeed in B2B marketing, and we’ve helped a diverse range of clients achieve (and surpass!) their goals. 

Now, we want to share what we’ve learned in an easy-to-use B2B marketing strategy guide that leaves no stone unturned. No matter where you are in your marketing journey, this guide is going to be your go-to resource for implementing a strategy that finally works the way you want it to. 

We’ve broken the guide down into three parts, each one representing a stage of the marketing process. Within each part, you’ll find a wealth of information to guide you from planning to execution – now, all you have to do is dive in.

Here’s a handy breakdown of our guide to B2B marketing, in its condensed form:

 

  • Phase 1: Preparation
    • Understanding today’s B2B buyer
    • Finding a framework to guide your marketing strategy
    • Key elements of an effective B2B marketing strategy
  • Phase 2: Planning
    • Begin with a professional website
    • Create strategies for demand generation
    • Form strategies for lead generation
    • Develop strategies for retention and recover
  • Phase 3: Execution
    • Put your B2B marketing plan into action

 

By the time you’ve reviewed this guide in full, you’ll be well-equipped to kick 2021 off with a brand-new approach to B2B marketing. Our guide has it all, from the modern B2B market to proven strategies for boosting leads, revenue, and sales. Now, let’s get started.

Phase 1: Preparation

No good plan was ever pulled off without a fair amount of planning, making preparation a critical first step. Before you start outlining your new strategies, you need to have a clear understanding of your audience, a basic marketing framework, and a firm grasp on the non-negotiable elements of a sales-driving plan. Without those, your 2021 marketing plan is likely to be a bust.

In this phase, you’re going to lay the groundwork for the best B2B marketing strategy for your brand, goals, and target audience.

Understanding today’s B2B buyer

Traditional B2B sales followed a highly formulaic path, with very little variance from one buyer to the next. Usually, you were dealing with one primary buyer who navigated a controlled path that resembled a classic marketing funnel: first, awareness; then, interest; followed by desire, and finally, action.

But now, thanks to technology, it all looks dramatically different. Today, buyers no longer follow such an easily predictable journey, and they look for and choose B2B vendors in a completely different way. For B2B business owners, that means reevaluating virtually everything you thought you knew about marketing.

Until recently, most B2B marketing plans relied heavily on printed marketing materials. Reps would travel to various trade shows, meet face-to-face with potential buyers, and even conduct cold calls in an effort to drum up business. However, those tactics simply don’t work the way they used to, and here’s why:

  1. A growing percentage of B2B buyers are a part of the millennial generation, placing their ages between mid-twenties to late thirties. The way that this generation experienced technology from childhood to adulthood has played a significant role in their expectations of the world, including their preferences for doing business. Millennials are decidedly against cold calls, which has led to this longtime tactic going completely out of style.
  2. While many B2B sales reps were used to working with just one buyer at a time, there are now more people than ever involved in making purchase decisions. You can expect a buying group to include anywhere from six to ten members, with some being even larger than that. Additionally, many buying decisions are determined by final sign-offs from company executives.
  3. Now, your B2B buyer is coming to you already well-prepared with their own research. Rather than arriving with little to no prior knowledge, buyers are conducting repeat searches before ever engaging with a vendor’s website. In fact, many buyers report that they are already well on their way to making a purchasing decision before they are interested in speaking with a live sales rep.
  4. The journey through the sales funnel is no longer linear, with Adobe describing a dizzying series of twists and turns performed by 90% of buyers. Most buyers will come back and repeat tasks in the sales funnel two, three, or more times, altering the traditional journey significantly. 

So, what does this mean in the big picture? The modern B2B buyer’s journey is decidedly more complex than it ever was. Now, it involves varying loops, multiple people, and a considerable amount of digital activity, jumping from research to discovery time and time again.

And yet, there is still some semblance of the old marketing funnel framework if you look closely. There are still four distinct phases, though the lines are far more blurred:

  • Awareness
  • Consideration (typically characterized by the involvement of multiple people), in tandem with the loop of research and discovery
  • Purchasing
  • The post-purchase experience, as well as the loyalty loop

VDS-Header-Image-1280×530-sales-funnel (1)

Your 2021 B2B buyer more closely resembles a B2C consumer, with the expectation that they’ll receive a similarly high-quality buying experience and service. Whether direct or indirect, customer experience has pushed price and product aside when it comes to B2B buying decisions. Once you understand this, you can strategize ways to treat your buyers more like traditional consumers – and as a result, you’re likely to find far more success. 

Finding a framework to guide your marketing strategy

With such dramatic changes happening to the B2B buyer’s journey, your marketing framework will need to adapt considerably. Because you are now working to view B2B buyers more like B2C buyers, albeit with more people involved in the relationship, your framework should reflect that.

One highly effective framework is the See-Think-Do-Care model, created by Avinash Kaushik. This model framework focuses on consumer intent, splitting each stage into audience “clusters”:

  • See: the largest qualified audience that can be addressed with zero commercial intent
  • Think: the largest qualified audience that can be addressed with moderate commercial intent
  • Do: the largest qualified audience that can be addressed with significant commercial intent
  • Care: existing customers that have made a minimum of two business transactions

The benefit of using this framework is the ease with which it melds with the phases and loops within the modern B2B buyer’s journey:

  • “See” fits into Awareness
  • “Think” fits into Consideration and the research/discovery loop
  • “Do” fits into Purchasing
  • “Care” fits into the post-purchase experience and the loyalty loop

Once you establish your framework using these two elements, you can see how certain B2B marketing channels emerge as ideal options, depending on the consumer intent. For example, SEO begins to be somewhat useful in “See,” though it’s best used in “Think,” “Do,” and “Care.” Email is a better fit for “Do” and “Care,” while Facebook is often better utilized in “See.”

By overlaying your audience guide (using the See-Think-Do-Care model) and the modern B2B buyer’s journey, you can make more informed marketing decisions. 

Key elements of an effective B2B marketing strategy

No matter the industry, every B2B customer must move through a series of six “tasks” in the purchase process:

  1. Identification of a problem
  2. Exploring possible solutions
  3. Establishing requirements for an effective solution
  4. Selecting a supplier
  5. Validation
  6. Consensus creation

So, you need to build a B2B marketing plan that keeps these tasks in mind. The customer experience should allow the buyer to check off each individual task, propelling them through each stage successfully. In order to do so, your strategy should include three key components:

  • Demand generation: Demand generation zeroes in on the top of the marketing funnel, working to build both awareness of and interest in the products or services you offer. With demand generation, your buyers can complete their first three tasks: identifying their problem, exploring solutions, and establishing requirements.
  • Lead generation: Targeting the middle and bottom of the funnel, these strategies are intended to turn an interested buyer into one that takes action. This strategy enables buyers to accomplish their final three tasks: selecting a supplier, validation, and consensus.
  • Retention and recovery: This component takes aim at the loyalty loop, empowering you to build a solid base of repeat customers. With retention and recovery, you will bring existing buyers back to the first stage of their purchase journey, guiding them to identify new problems for which you have the solution.

But how do you actually implement these three elements? There are ten B2B digital marketing strategies, each serving a distinct purpose, that will make accomplishing these components possible:

  1. A well-designed website
  2. Social media marketing
  3. Content marketing
  4. Video marketing
  5. Search engine optimization (SEO)
  6. Pay-per-click advertising (PPC)
  7. Partnerships and affiliates
  8. Event marketing
  9. Marketing automation, such as email marketing
  10. Remarketing

In some cases, multiple strategies or channels will be well-suited to a single stage in the buyer’s journey. It all depends on how you choose to apply them, as well as what your goals are.

VDS-Header-Image-1280×530-website-pln (1)Phase Two: Planning

You’ve put the work into thoughtful preparation, so now you can begin planning with a clear direction in mind. We’ve discussed lead generation, demand generation, and retention/recovery, but learning more about the various marketing channels – and which ones are right for each component of your plan – is vital. 

During the planning process, you’ll learn which channels and strategies are best suited for each component (and where they overlap). Then, you’ll use that knowledge to create a detailed plan for your B2B marketing strategy.

Begin with a professional website

Long before you start pinpointing the best digital marketing strategies for your B2B business, you need to have a high-quality website ready and waiting for online users. If you haven’t yet set up a website or your existing website wasn’t designed by professionals, pause here. 

If there’s one thing you need to begin 2021 on the right note, it’s a solid website. Connect with a digital marketing agency you trust and get an excellent website up and running. Then, you can come back to work on your B2B marketing strategy.

You might think it’s overly obvious to dedicate an entire section to get a professional website, but the necessity of a functional, engaging site cannot be underestimated. At every stage, the B2B buyer’s journey has them interacting with your website. The expectation is that a supplier’s website is an effective means of gathering information for their purchasing decision, and is both helpful and efficient. If you fail to meet this non-negotiable expectation, your business could be out of the running almost immediately. 

A study published in the Journal of Behavior and Information Technology found that the average user takes just 0.05 seconds to form an opinion about your website. In just 50 milliseconds, they’ll decide if they like your website and whether they’ll continue to engage or leave the site completely. That gives you an incredibly limited window of time to make the right first impression.

There are five characteristics that a successful, sales- and lead-generating B2B website has:

  • High-speed performance: Retailers lose about $2.6 billion in sales due to slow-loading websites every year. That’s a huge amount of opportunity sacrificed to a problem that’s relatively simple to resolve.
  • Security: Online users are smarter than ever, and they know a thing or two about keeping themselves safe online. Invest in an SSL certificate to upgrade your site from an HTTP to an HTTPS, and the cost will be well worth it.
  • A mobile-friendly design: A staggering 85% of adult users expect that a website performs just as well on their mobile device as a desktop computer, if not better. And when you consider that a large majority of your buyers are likely to be using their smartphone to browse your website, this characteristic becomes even more critical.
  • Clear calls to action: Think of your website as a digital version of your best sales rep – it should constantly present opportunities for users to take the next steps towards conversion. Contact information is vital, as are other clear points of engagement.
  • A professional design: Close to 60% of online users would not recommend a business that has a low-quality website design. Even with outstanding products and services, and a first-class value proposition, it could be all for naught if your website doesn’t measure up.

If you need to tackle website design before moving forward with your B2B marketing plan, V Digital Services can help.

Create strategies for demand generation

As a business owner, you already know that you’ve created a product or service that will solve the pain points of countless companies. Hopefully, you’re passionate about the fact that there are many, many companies that would benefit from the services or products you can provide – that’s why you’re here, right?

But until these companies realize that they need you – or even that they have a problem that requires fixing – they won’t come looking for you. To bridge that gap, you need demand generation. 

Demand generation marketing strategies are specifically designed to alert companies and buyers to a specific issue they have, make them aware that you have an ideal solution, and nurture their interest in learning more. 

There are five key digital marketing strategies for demand generation that accomplish these goals most effectively, with each one playing an important part:

  1. Display advertising: The very top of your B2B buyer funnel is the “see” stage, so it makes sense to begin with display advertising. Display ads use images, videos, and text to connect with online users, in the form of advertisements displayed on various websites, enrolled in the Google AdSense program.

The pages on which your ad is displayed will be relevant to your business, offering the benefits of contextual advertising. Also, even if users don’t consciously see or interact with your ad, they could still subconsciously take in the information – and then later, when they need it, your company name will be at the ready.

  1. Content marketing: According to industry researcher FocusVision, buyers consume an average of about 13 pieces of content before moving on to making a purchase decision. At least eight of those came directly from the vendor themselves, and about 65% of buyers said that the content on vendor websites was the most influential type of content. So, in summary: you really, really need quality content.

    Content marketing encompasses blogs, videos, press releases, news articles, social media, email newsletters, FAQ pages, whitepapers, e-books, infographics, case studies, and a range of other pieces. This presents you with a huge amount of opportunity to make quality connections with your buyer through content, but it also puts considerable pressure to produce high-quality content.

    One of the most common mistakes companies make when attempting content marketing is to center themselves on the content. Buyers don’t want content that’s all about you; instead, they’re looking for content that focuses on them. Referred to as “buyer enablement” content, it requires you to (1) have a clear understanding of buyers’ purchasing journey tasks, (2) provide content geared towards these tasks, and (3) deliver the content through the channels that best suit your audience.

    When you’re aiming to generate demand, there are specific forms of content marketing that will best serve you:
    • Blog posts
    • Social media content
    • Infographics
    • E-books
  1. Video marketing: In any kind of business, key decision-makers have very little free time – so finding a way to deliver your message in a fast, hassle-free medium is key. For many people, video is the gold standard for rapid information consumption, giving them a method to conduct their research in a highly efficient manner.

    And video marketing isn’t just preferred for its time-effectiveness; studies have also shown that content retention is far better when compared to that of traditional text. On average, a viewer will retain about 95% of the messaging presented in a video format, compared to just 10% in text.

    Want to hear another jaw-dropping statistic? By next year, it is estimated that 17,000 hours of video content will travel across global IP networks every second. If that doesn’t convince you that video is the way of the future, we’re not sure what will.

    In order to implement video marketing that targets the top of the funnel, consider these video types:
    • Blog videos (also called “vlogs”)
    • How-to videos
    • Video pre-roll and mid-roll YouTube advertisements 
    • Attention-grabbing videos that are entertaining, funny, or impactful in some other way
    • Video ads and branded video content

Creating these videos is only the first step, while actually distributing them effectively is just as important. There’s no point in putting the work into making videos if you aren’t putting effort into getting them in front of your target audience.

  1. Social media marketing: In this day and age, B2B marketing on social media is a must. Whereas companies 20 years ago relied on billboards, modern brands need social media. However, not all social media platforms are created equally, especially when it comes to finding the ones that will work best for your business. The one social media platform that is universally useful for all B2B businesses is LinkedIn, with about 80% of B2B leads attributed to the site.

    Keep in mind that social media is unlikely to end up as the primary source of B2B sales and leads (which is why it’s classified as a tactic for demand generation) for most businesses. It can certainly help to support lead generation, particularly if you take an effective approach. Usually, a combination of blog posts, short how-to videos, case studies, statistics, and webinars will pay off if done well. 
  2. Search engine optimization (SEO): Somewhat of a science and somewhat of an art, search engine optimization (SEO) is a technical process that allows you to boost your search engine rankings. Using specific keywords and phrases, you can ensure that your webpage appears as close as possible to the top of relevant search results.

    For obvious reasons, SEO plays a central role in bringing B2B researchers and buyers to your page. By generating organic traffic, SEO can directly improve organic leads.

    There is considerable overlap for demand generation and lead generation when it comes to SEO, largely depending on the keywords and phrases you choose to target. For example, a keyword phrase like “what is B2B marketing” is more likely to bring in a user in the beginning stages of their buyer journey. In contrast, “B2B marketing agency reviews” aims for buyers that are in the “do” stage, who are ready to make a purchasing decision. By precisely tailoring your SEO for the specific stage of the buyer’s journey you want to connect, you are engaging in a strategy called “optimizing for search intent.”

 

There are various best practices and strategies for SEO, and a knowledgeable SEO expert can be an invaluable source for your B2B marketing plan.

VDS-Header-Image-1280×530-lead-generation (1)

Form strategies for lead generation

Once you’ve introduced buyers to the existence of the product/service you can offer them, the time comes for a gentle nudge into the stages of “thinking” and “doing.” Employing B2B lead generation strategies will support a natural progression towards a purchase.  

There are six strategies that fall under the umbrella of lead generation:

 

  1. Pay Per Click (PPC) search ads: Using PPC search ads, you can ensure that a buyer encounters your advertisement at the exact moment they’re searching for products or services relevant to what you sell.

    Here’s a quick, hands-on way to understand how PPC search ads work: Using Google, search for something – anything. Once the search results appear, look at the top listings labeled “Ad.” Those are PPC search ads and are designed to connect users searching for something with the brands that can provide it. This form of advertising serves both users and businesses, making it a strategy well worth the time and cost.

 

  1. Remarketing: Remarketing (also called retargeting) is a strategy that prevents your brand from being forgotten by your target audience, specifically those who have already visited your website. It’s almost like being able to follow around potential customers and subtly remind them that you have something they may want to buy.

    There are very few website visitors that will convert the very first time they are on your site. But thanks to remarketing, you can continue to make attempts at a viable relationship with the ones that don’t.

 

  1. Events: In terms of marketing strategies for B2B businesses, this is one that has staying power. Events are one of the most successful sources of lead generation, simply because buyers want to feel a genuine connection with who they’re doing business with. In-person interactions present the opportunity to build relationships that will benefit both you and interested buyers in the long-term.

 

  1. Affiliates, testimonials, and partnerships: Authority builders are exactly what they sound like, a way to build on the authority your business has within your industry. Testimonials, partnerships, and affiliates can be extremely convincing for the undecided buyer, particularly those stuck at a tipping point between being a prospect and becoming a lead/sale.

    Odds are, you don’t need us to tell you how impactful authority builders can be. From hiring someone to make repairs to your home to finding a new restaurant for date night, checking online reviews and ratings has become second nature for most of us. And when you’re choosing between two options, the one with stronger ratings, accreditations, and awards is likely to win your business. 

 

  1. Content marketing: If you adjust your approach, you can turn content marketing for demand generation into content marketing for lead generation. Once you’ve reached the stage of lead generation, your goal is to start solving your potential buyers’ purchase process tasks. Specifically, it’s the final three tasks in the process (selection of supplier, validation, and creation of consensus) that need to be handled here.

    To achieve these goals, use content marketing pieces that demonstrate your authority and expertise and also highlight your track record for results. Ideally, the content should be brief and share-friendly so that buyers can present it to fellow stakeholders with ease. Here are some examples:
    • Blogs that illustrate your industry expertise (how-to blogs, guides, etc.)
    • Content that can spur buy-in from other individuals involved in purchasing decisions
    • Reviews and testimonials
    • Positive press coverage
    • News releases
    • Infographics/videos about your products or services and their benefits
    • Information about awards or partnerships
    • Anecdotes that tell the story of your brand
    • White papers
    • Case studies

 

Stay away from trying too hard to sell, and instead emphasize your credibility

  1. SEO: You’ve learned that SEO can be useful for both demand and lead generation, depending on how you optimize. When you’re targeting lead generation, zero in on phrases that align with an intent to purchase, such as:
    • Competitor and branded terms
    • Contact-related keywords (contact, call, request, email)
    • Purchase-related keywords (quote, estimate, packages, buy, RFP)
    • Terms related to comparison, cost, and pricing (reviews, cost of, how much, what is the cost)
    • Location-specific modifiers, including state, city, and ZIP code

If there’s only one strategy you can use for lead generation, SEO is unquestioningly the winner. Many of our clients had found the greatest rate of success with lead generation when they decided to maximize their SEO efforts.

Develop strategies for retention and recovery

Now that you’ve finally secured a new customer, it’s time to sit back and relax, right? Definitely not. Remember the loyalty loop we covered a few pages back? This is where it comes into play because retaining an existing customer can be significantly more profitable than trying to find a new one. And with loyalty comes brand advocacy, which can turn your happy customers into free word-of-mouth advertisers for you.

There are two core strategies that support customer retention and recovery:

  1. Content marketing: Here again, we’re driving home the importance of content marketing. It’s not just valuable for generating demand and interest, but it can also be an excellent way to maintain an active relationship with current customers. Additionally, it creates empowered buyers who are better equipped to make good purchasing decisions, which is a positive for everyone involved.

    There are five different content types that work well for retention and recovery:

    • Blogs
    • Whitepapers and e-books
    • Social media
    • Videos
    • Webinars
  2. Marketing automation: Email isn’t exactly a brand-new B2B marketing tactic, but automation capabilities are making it easier than ever to do well. Using the following types of emails, you can keep your customers informed, interested, and invested:
    • Newsletters
    • Notifications of new services or products
    • Thank you emails
    • Webinar/e-book announcements
    • Staff introduction emails
    • Culture-building emails

VDS-Header-Image-1280×530-execute (1)Phase Three: Execution

With plans created and ready to go, it’s time to execute your strategy. It might be tempting to assume that execution is where you can finally sit back and relax, but it’s just as important a phase as the first two. One wrong move can have detrimental effects on everything you worked so hard to create.

But with the right approach – and our guide in hand – you can be ready to execute your B2B marketing plan to perfection.

Put your B2B marketing plan into action

Effectively executing your plan can be broken down into five steps, each one critical in your overall success. For some of these steps, working with an experienced digital marketing team can be a major advantage, while others involve work you could likely complete on your own. Because so much is riding on proper execution, it’s almost always a smart move to connect with the experts before you move forward.

Step One: Know your target audience

If we were to ask you, “who are your ideal customers?” you’d probably be able to deliver a split-second answer. But does your answer simply sound like a list of company names and job titles? If so, you have some work to do.

Understanding your target audience requires so much more than knowing who they are and where they work. These details tell you nothing about your audience’s behaviors, motivations, and preferences, and they certainly don’t flesh out details like what they find engaging or the type of content that will turn them off. And, of course, you now know that the B2B sales funnel you’re working with involves multiple people, many of which possess varying roles in the purchase process.

Once you really get to know your audience, you’ll be far better prepared to execute your marketing strategy. Here are a handful of details you should know about your audience to help you get started:

  • General demographics
  • Common interests
  • Why they need your product/service (what problem does your product/service solve?)
  • Motivations for selecting your product
  • What they have to lose if they don’t make a purchase
  • Preferred method of communication and engagement

Building out this information can be accomplished with tools such as Google Analytics or even Facebook’s audience insights. Ultimately, the goal is to create a clear and detailed picture of who your target audience is.

Step Two: Pinpoint your weak spots using a digital competitive analysis

Think of a digital competitive analysis as a report card of sorts, showing you exactly where you fall in comparison to your biggest competitors. It’s a brutally honest look at what you’re doing well and what you’re not – and it’s hugely valuable in preparing for execution.

Depending on who you work with to conduct the analysis (may we take this moment to recommend our services?), the factors evaluated can vary. But in general, a high-quality analysis should address most or all of the following:

  • Your website (sitemaps, speed, performance, mobile-friendly design, crawlability, etc.)
  • Search engine performance (search results rankings, search opportunities, content authority)
  • Marketing content (emails, e-books, whitepapers, etc.)
  • An evaluation of your products, services, and value proposition, which includes the sales funnel that you and your competitors are utilizing 
  • Online advertising, including social media marketing and PPC
  • Online reputation, including feedback from both customers and employees

A thorough analysis will highlight your strengths as well as your weaknesses, giving you the opportunity to see both threats and opportunities for improvement clearly. There’s no doubt that you’re the expert in your business, but a digital competitive analysis is like getting a crash course in success, specifically from a digital marketing perspective. 

Step Three: Set goals

Using your digital competitive analysis, identify a set of goals that are meaningful to your business. As you’d probably guess, looking at weak spots is the best place to start: do you need to generate more leads, improve your branding, or aim for a higher conversion rate? Wherever you see the biggest need for growth, develop goals to match. 

Step Four: Align your goals with B2B marketing strategies

Remember all of those digital marketing strategies we talked about? They’re about to come into play once again. Take a closer look at your goals, matching each one up with a well-suited strategy. For example, if your online reputation is struggling due to negative customer reviews, retention will be your best bet. Hoping to kick leads into high gear? Lead generation is what you need.

Be sure to keep track of your plan, as well as your results – this is key.

Step Five: Track and test everything, adjust as needed, and repeat

Since you’re tracking everything, you’re going to have a near-effortless compilation of data that illustrates exactly what’s working and what’s not. Test out your selected strategies, observe the results, and then tweak your approach in response. Repeat, and you’ll be well on your way to an exceptionally well-executed B2B marketing plan in no time.

But in order to effectively track, test, and adjust, you’ll need to determine which data matters most. You can look at metrics and Key Performance Indicators, but it’s important that you know the difference between the two – otherwise, you’ll be sailing a ship to nowhere:

  • A metric is a specific number, which can be useful in forming campaigns. Metrics include:
    • Pageviews
    • Bounce rates
    • New page visitors
    • Time spent on page
    • Search rankings
  • A KPI (Key Performance Indicator) is a metric, specifically one that is closely related to the success of your business. As the name suggests, a KPI can tell you a lot about important aspects of your digital performance, such as:
    • Revenue
    • Leads
    • Total Sales
    • Lead-to-sale conversion rate
    • Return on investment (ROI or ROMI)
    • Cost-per-lead (CPL)
    • Booking rate

Both metrics and KPIs are helpful in tracking, testing, and adjusting, but each one serves a unique purpose.

Give Your B2B Marketing Strategy the Advantage of Professional Expertise and Support

You’ve done it – you’ve read our jam-packed guide from (virtual) cover to cover. We hope you’re feeling excited, informed, and ready to give your current B2B strategy a modern makeover. 

But if you’re feeling a bit overwhelmed by the task at hand, don’t give up just yet. 

You just need a helping hand with the experience, tools, and resources to bridge the gap between your vision for marketing and highly successful reality. And at V Digital Services, that’s exactly what we’re here for: to work with businesses that are ready to change the way they approach marketing but aren’t quite sure about where to begin. 

Our creative and talented team is passionate about digital marketing and the power it can hold for the future of our clients, and there’s nothing we love more than helping business owners conquer the marketing beast.

Learn more about how B2B marketing works and what you can do to make it work for you by reaching out to the V Digital Services team today.

 

Featured Image: Chainarong06 /Shutterstock 

Image Credit: Chanakarn Tanjun / Shutterstock 

Image Credit: Shutter_o / Shutterstock 

Image Credit : William Potter / Shutterstock 

Image Credit: Sky Motion / Shutterstock

LEAVE A COMMENT


Your email address will not be published.