What does today’s modern B2B marketer need to succeed
How to stay up to date in the world of marketing today with continuous search engine algorithm changes, expanding social media channels, advancing coding languages and endless automation tools expanding productivity.
Business owners and marketers must learn how to utilize and adapt metrics-driven technologies to compete and stay relevant in today’s global B2B market.
There’s a vast variety of technological options available to measure, optimize, automate, convert and enhance your marketing, and here are the absolute musts in marketing software solutions that should be in every marketer’s tool belt.
Measurement Marketing Management Software Solutions
Every good B2B marketer knows you can’t improve on what you don’t measure.
The Google Marketing Platform is one example of an extremely useful tool that centralizes all aspects of the Google business platforms. This campaign management suite helps you plan, optimize and measure the effectiveness of your web content and all of your paid media. The platform builds connections between existing integrations, ads, websites and app analytics to create relevant campaigns for Search, Display and Video 360 in one environment. The platform tools, such as DoubleClick ads, Google Analytics, Data Studio and AB testing, are closely integrated so you can analyze the relevant data and the impact they have on each other.
Beyond Google there are plenty of other quality marketing analytics tools that can be the guiding ruler in your modern marketing tool belt, such as: Moz, SEMRush, Ahrefs, ScreamingFrog, etc.
Optimization Search Engine Tools
Once you’ve determined the current performance of your marketing, it’s time to improve it. Search engine marketing (SEM) changes daily, and it can be hard to keep up. Not to mention, if you are also trying to stay on top of the myriad of other marketing and advertising platforms.
Fortunately, there are some outstanding SEM optimization tools to help you with this. If you are wondering how search engines view your website, what to improve, how to improve, and if you are looking for some guidance and insights, check out these optimization tools: Nibbler, SEMRush [SEM ToolBar], Moz [MozBar], Ahrefs and YoastSEO.
Marketing Automation Software Solutions
Marketing Automation Systems (MAS) enables you to schedule your presence, communications, campaigns and more. While you may need a few hours of shut eye, your marketing automation tools don’t. But don’t be overzealous with these modern day miracles, remember your customers still want to hear from you, not robots. Automated/inbound marketing services can help you manage and organize numerous customer workflows and segments, as well as create an environment conducive to growth.
When utilized with forethought and monitored thoughtfully MAS, such as, Pardot, Marketo, Hubspot and ActOn, can help you get jobs done, and can do everything from manage your contact database, nurture prospective customers, automate communication workflows and social awareness. Often these MAS solutions are paired with Customer Relationship Management (CRM) solutions to organize and manage all the contact and customer data collected. A CRM system allows you to collect client data and keep track of customer interactions, which these systems do automatically.
There are also automation tools like Hootsuite and Buffer that are dedicated to managing social media channels, scheduling social media posts, monitoring, and reporting on these campaigns.
Transformative Marketing Conversion Tools
Generating new leads is at the front of every modern marketer’s mind. So how do you make it happen more often?
Modern marketing today has granted access and tools to transform your marketing. These range from paid advertising tools (e.g. Google Ads, Facebook Ads, and YouTube Advertising) that help you convert faster through paying per lead, to transformative conversion optimization tools (e.g. CrazyEgg, Lucky Orange, HelloBar) that help you generate website leads faster with fresh insights to how people use your website through heatmapping, scroll mapping and click maps.
Iterative Marketing Enhancement Solutions
Website iteration is key to keeping your website fresh, relevant and customer-focused. A game changer for most modern marketers and business owners is a Content Management System (e.g. WordPress, Drupal, Sitamatic, Hubspot, Wix, SquareSpace, etc.).
Content Management Systems (CMS) make managing your website content and posting a blog as easy as preparing a word document or a press release. They have simple WISYWG editors that make publishing, editing and managing content easy. However, the best way to edit any website is often through the HTML editor/code-base editor to ensure the website code is clean, bug-free.
Nurture Marketing Software Solutions
Email marketing isn’t new, and while some think it is a thing of the past, it actually is approximately 22% more effective at engaging potential buyers. What makes email marketing so effective today is the potential to really nurture the client, by a drip email marketing campaign series that can be programmed directly to segmented prospect’s interest, demographics, buying behaviour and more. Email marketing systems that are powerful enough to deliver these tools, such as Pardot, MailChimp and ClickDimensions, yield some significant marketing ROI when used properly.
Beyond email nurture marketing, you can also market to individuals who have not yet chosen to engage on your website, providing contact information, and or similar audiences that you have seen success with before. This type of marketing is called “Remarketing”, and it can be a very impactful tool to help you intercept prospective buyers at their unique point in the buyer journey by establishing brand awareness and eventually brand recognition, potentially even before the prospective customer knows what they are looking for, or that they may have visited your website before. Remarketing Platforms are exactly what modern marketers are looking for to stay one step ahead, with Google Remarketing, Facebook Remarketing and Bing Remarketing, just to name a few.
ASSEMBLING THE ULTIMATE MARKETER’S TOOL KIT
It should be noted that many of these must-have B2B marketing software platforms have areas of beneficial crossover, so while they each offer their own unique benefits it is up to each individual company to decide which is the best fit for them and their needs.
Marketing software solutions are strong tools for the modern marketer and business owners that when used optimally have the power to make a good company, a great company.
Erica Hakonson — Principal & B2B Marketing Maven at Maven Collective Marketing
Erica Hakonson, Principal of Maven Collective Marketing, has likely spent more time pondering, testing and contemplating your web searches than you will ever be comfortable knowing about. For 13+ years, she has been working in B2B marketing with companies like the Microsoft Corporation, Safeco Insurance, BONZAI Intranet and many more to disrupt the norm, connecting people-to-people rather than business-to-business. Established in 2012, Maven Collective Marketing is the trusted digital marketing agency and partner to B2B software and B2B software services companies to help organizations thrive in the over saturated marketplace of B2B software sameness.
Maven Collective Marketing has worked on digital marketing strategies and initiatives for B2B Fortune 500 companies launching/relaunching new products to B2B SMB start-ups in the earlier stages of their business with such clients as: Power Objects, 1ClickFactory, Gestisoft, Intranet Connections, BSM Technologies, Single Digit Labs and many more. You can find more information about Maven Collative Marketing at her website www.mavencollectivemarketing.com and on her social media https://twitter.com/EricaHakonson & https://www.linkedin.com/company/maven-collective-marketing/