For years now, marketing has been evolving at an increasingly accelerated pace, requiring B2B firms to continuously evolve their practices in order to stay relevant and competitive. However, in the last few years in particular, b2b digital marketing campaigns has evolved in unprecedented ways, and the digital marketing skills and tactics of the past—or even of a couple years ago—are now largely inefficient or ineffective, and many SMBs are struggling to keep up.
With 1/3 of firms not understanding which B2B digital marketing strategies and tactics have the biggest impact on revenue and 77% of SMB leaders lacking the time or knowledge to oversee digital marketing effectively, now is the time for business leaders to take a hard look at their marketing investments and determine whether changes need to be made.
Are you confident your digital presence serves you well in relation to your competitors? Are your digital marketing strategies in line with today’s best practices?
Below are a few areas to consider when assessing your organization’s digital marketing presence.
For a more in-depth perspective into how digital marketing is changing and how to lead your company through this change, download our e-Book, Assessing Your B2B Firm’s Digital Marketing Efforts.
- Push your team to ‘do marketing right’. Having at least a basic digital marketing presence is a must-have today, and for many, it’s not enough to stay competitive. Business leaders need to drive their teams—and themselves—to step outside the box and understand how to leverage digital marketing strategies, tactics and tools to drive towards business objectives. Whether in-house outsourced, having the right digital marketing resources in place is critical.
- Establish the right infrastructure for accessing your marketing & sales metrics. Today’s environment necessitates cycles of data-driven testing, measurement and optimization. Whether your firm uses marketing automation software or just a few basic tools, ensuring you have the right visibility into your sales and marketing data—and that your team knows what to do with it—is key to making informed decisions about what’s working and where to invest.
- Take an integrated approach to marketing. Managing marketing in siloes leads to wasted resources and missed opportunities at best, and pure ineffectiveness at its worst. Yet many SMBs still accidentally fragment their marketing, either by focusing only on certain marketing channels and ignoring others, or by hiring marketing resources without ensuring the different domain experts are integrating and aligning their efforts. Whether your marketing team is comprised primarily of in-house staff, outsourced or a hybrid model, it’s important to ensure the team understands how to dissolve the siloes that can build up far too easily across functional areas such as marketing communications and digital marketing (and oftentimes, including alignment with sales or product teams).
- Evolve your thinking on marketing resource allocation. What used to be feasible for a single, smart marketer to handle on their own now often requires a team approach. Companies who are truly looking to drive consistent sales opportunity from marketing need to understand that today’s digital landscape requires much more domain expertise than in years past, and the role of a marketing generalist should be to understand, oversee and guide activity versus being responsible for full digital marketing execution, particularly in fast-changing, specialized areas including search engine optimization (SEO), marketing automation implementation, paid search and paid social media.
These are just a few considerations involved in optimizing your firm’s marketing presence and market opportunity. For a deeper view into today’s digital marketing landscape and an understanding of how to evolve your practices accordingly, download our eBook, Assessing Your B2B Firm’s Digital Marketing Efforts.