Over the last decade, B2B marketing has drastically transformed, making way for digital marketing tools and channels replacing traditional methods. Today marketers prefer sending email marketing campaigns to their targeted customers rather than waiting in queue to get an appointment. Even social media communications are very much in trend, especially on platforms like LinkedIn.
Moreover, in the B2B space, marketing is a tricky job as one business convinces the other to make a purchase. It means that the deal happens between companies and not between the company on one hand and end user on the other like in B2C. Marketers here need to sell their products to decision-makers and C-level executives of other businesses, which makes the process complex. B2B marketing is a difficult task as convincing business heads who already know about the tricks of the trade is a tedious job for even experienced marketers.
Here are five challenges that B2B marketers struggle to combat while trying to accomplish their business objectives.
Challenge 1: Lead Generation
Generating leads that will fetch more business opportunities and boost sales prospect has always been a challenge for B2B marketers across various industries. Any marketing campaign until and unless brings back leads aren’t considered successful. It is not enough for a business to attract more visitors towards their products and services. Marketers need to engage their audience with quality content, relevant offerings, and personalized approach so that they just don’t pay attention but also fills out subscription or contact form for future communication.
It’s not about just generating leads. The B2B sales leads generated from marketing campaigns should be of those customers who are interested in the company and its offerings and are most likely to make a purchase. There is no use of spam leads. As competition grows within the market, B2B companies find getting those targeted leads even more difficult.
- Explore new markets with geo-targeted campaigns.
- Research and target relevant keywords for a wider customer reach.
- Create useful and informative content to engage customers.
- Experiment with content type, form, and offers through A/B testing.
- Fill in the existing gaps within your content and marketing strategy as a whole.
Challenge 2: Tracking Campaign Outcomes and Measuring ROI
According to HubSpot survey, one of the top marketing challenges that B2B marketers face is measuring and monitoring their return on investment from their marketing efforts. Revenue income is not a matter of a day. Right from the campaign start, marketers need to plan and be prepared to track performance as well as ROI daily. It is essential to measure ROI as, without the analytics, marketers would not know whether their marketing campaigns are working fine or needs improvement.
- Set goals and make sure to measure them
- Track revenue per lead
- Create a goal list you want to achieve from your marketing activities
- Use metrics such as bounce rate, CTR, average time on page, and more to measure campaign success.
- Leverage SEO analytics tools like Google Analytics to get a comprehensive view of performance metrics.
Challenge 3: Flat Traffic
Flat traffic is something that no marketer would like and that is why it easily made its way to the list of biggest B2B marketing challenges. For those who are new to the term, flat traffic is the traffic consistency of your website that neither goes up nor down over a period. As it stays the same, it is referred to as a flat. This may happen because of poor content quality or the topics and keywords you are promoting on your site are no longer relevant to your targeted audience. While many may assume that it may be die to Google’s algorithm update but it isn’t so. Not always it is due to Google that your website traffic slows down. It may be the result of improper keyword optimization, lack of great content, too lengthy or too short content, change in social media use patterns, and many alike.
Often B2B marketers fail to combat this flat traffic challenge and even after having quite a well website traffic, they are unable to generate worthy leads and optimize the traffic for business.
- The first thing to do is audit your site content.
- Replace poor quality content with relevant and useful ones.
- Do competitor analysis to find out what type of content they are using to successfully engage the customer.
- Make use of new keywords based on search volume and user preferences.
- Experiment with new content topics and be innovative with your content marketing strategy.
Challenge 4: Time Management
Today a marketer’s role has changed manifold. They are no longer just limited to planning and executing marketing campaigns. Prior planning a marketing strategy, marketers have to study the market, draw industry insights, manage website, track performance reports, handle social media, understand customer needs, SEO optimization, think innovative and do a lot of other works. As a result, they juggle between many roles which creates time management issues.
B2B marketers need to put extra effort as compared to B2C as their clients, and potential customers are busy decision-makers. Influencing them to purchase isn’t easy. Precise planning and effective strategy are needed. However, often, marketers fail to achieve their targets as they are overburdened with many tasks. Managing time to do the right thing when needed continues to be a challenge for most of the marketers.
- The only efficient way to overcome this time management challenge is to automate the tasks.
- Make use of automation tools to schedule social media posts, send email campaigns, and respond to customer queries on Twitter, Facebook, etc.
Challenge 5: Mobile Site Optimization
Consumers today spend more time on mobile devices than on desktop computers. It is because mobile enables them to surf the internet, check emails, and browse searches on the go. That is why marketers need to optimize their website for mobile devices to tap on to the increasing mobile users, among whom lies their targeted customers as well. However, while many have turned their website into mobile-friendly one, still some B2B marketers are struggling to align with the mobile trend.
Mobile optimized sites perform way better than non-optimized ones. Websites that are compatible with the mobile view are the ones where users spend more time, leading to an increase in engagement rate. For SEO purpose as well, mobile optimization is useful as it attracts new visitors, keeps them hooked, and triggers web traffic.
- Develop a mobile-ready website with a responsive design.
- Make sure your site is viewable on any device for maximum reach and engagement.
Following these simple yet effective guidelines will definitely prove beneficial in combating the growing challenges that B2B marketers face. However, as business needs differ, so what may work for your company may not work for the other. Hence, plan your strategies accordingly to your unique business objectives to get maximum success.