On site personalization will revolutionize your business

Real time personalization is the next evolution for B2B websites. But, it is not a new concept altogether. Consumer brands are already mastering individual, dynamic website experiences — think about ecommerce brands like Amazon. They are paving the way in quality personalized marketing and reaping the rewards. B2B organizations are lightyears behind consumer brands when it comes to creating these highly-personalized experiences. But it’s time for them to step up and impress business decision makers. Outside of their careers, B2B buyers are consumers. We all are. As buyers, we have become extremely acquainted with bespoke website experiences, personalized content, and easy-to-navigate user journeys. So, why should a B2B buyer’s experience with your product or service be any different? Discover how tailoring your website to meet the needs of individual visitors could revolutionize your business.

What is on site personalization?

Website personalization is the process of developing the perfect website for every visitor. Making use of high-quality data, marketers can change the appearance, content, and language used on your site. This way, users will receive an experience that suits them specifically. Think about when you land on an ecommerce site. Often, the images, language, content and product recommendations you see will be based on your previous engagements with the site, purchase history, and it has acquired about you. And, users respond really well to it. In fact, according to SalesForce, more than half of consumers are willing to share personal data if it means they’ll receive offers and discounts tailored to them. There are a number of ways marketers can personalize their website for specific visitors; from using a segmentation strategy to find out what their audience wants, to undertaking an ABM approach that targets a set of dream prospects. Whichever you decide to use, ensure you pair it with an effective marketing strategy, with customer personalization at the heart of it.

Does it really work for B2Bs?

The simple answer is yes. Online personalization for B2B organizations works effectively. B2B marketers have simply fallen behind consumer brands. According to Neil Patel, 59% of marketers say they don’t personalize content because they don’t have the technology or resources. However, only 4% state that they don’t have the need for it, and just 6% say they tried, but it didn’t work well. So, it seems that B2B marketers understand the value of on site personalization, they are just a little behind the curve when it comes to executing it. It’s crucial for business marketers to embrace the available technology, make use of their quality customer data, and gain a focus on improving customer experience. After all, B2B buyers still want a simple, enjoyable experience with your brand. Like most consumer marketing trends and evolutions, B2B soon follows in its footsteps and fully adopt the process.

Why you need on site personalization

Consumers are increasingly demanding bespoke, tailored marketing experiences. B2B buyers included! It creates unforgettable experiences, increases relevancy, improves the chances of conversion and more. If you’re creating individualized marketing communications and digital advertising campaigns — that’s a great start! But what happens when an engaged lead lands on your website? If the web experience is generalized and irrelevant to them, they are unlikely to convert, or even explore your site. This will lower your bounce rate, decrease your conversion opportunities, negatively affect your SEO and could be detrimental to your brand. Personalized web pages streamline your digital touchpoints to create the ultimate bespoke experience. If you’re not already convinced, here are ten statistics to show you why website personalization is a necessity.

● InstaPage found that 63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting, or relevant.
● According to Epsilon Marketing, 80% of consumers are more likely to do business with a company that offers personalized experiences.
● Personalization can increase the efficiency of marketing spend by up to 30%, according to McKinsey.
● Neil Patel found that 80% of businesses using a personalization strategy found it more or much more effective than impersonalized content.
● InstaPage found that almost three quarters of customers feel frustrated when website content is not personalized.
● Monetate found that 79% of organizations that exceeded their revenue goal had a personalization strategy in place.
● Evergage found that 77% of consumers have chosen, recommended or paid for a brand that provides a personalized service or experience.
● Personalized homepage promotions influenced 85% of consumers to buy, according to InstaPage.
● According to Neil Patel, more than 80% of marketers that have adopted personalization have found it either more effective or much more effective.
● Monetate found that a lack of content relevancy generates 83% lower response rates for the average marketer.

According to Marketing Charts, 40% of marketers say that the biggest personalization challenge is gaining insight quickly enough. Similarly, 30% say it’s having enough data, and 38% say it’s inaccurate data. High-quality website personalization software can help tackle these challenges. Webeo is a personalization software that tailors the appearance, language, content and greeting of your B2B website in real time. When a visitor lands on your site, Webeo creates dynamic website personalization based on the business IP address the user is visiting from. This is a revolutionary approach for B2B organizations — impress first-time visitors, current prospects, existing customers and dream clients, all with the power of bespoke website experiences. Greet visitors by name, use language that resonates with them, and display imagery that reminds them you’re an expert in their field. See your CRO, ROI, SEO ranking and customer relationships soar. Discover Webeo and book your free demonstration today.

Personalized user experience is the future of marketing

“Design used to be the seasoning you’d sprinkle on for taste; now it’s the flour you need at the start of the recipe.” — John Maeda, Designer and Technologist

Personalization is at the heart of successful brand experiences. According Dynamic Yield, 96% of marketers and executives believe in the value of personalization. This makes perfect sense when we learn how much of a valuable role personalized UX plays in business success. In fact, Accenture found that 81% of consumers want brands to understand them better and know when not to approach them. Thanks to a personalization revolution, internet users are demanding personalized recommendations, increased relevance, and content that matters to them. However, in the B2B world, marketers are struggling to find the data to create unique website experiences. Evergage found that 58% of B2B marketers believe they don’t have sufficient data and insights for effective personalization. But it’s crucial to remember who you are selling to. Outside of their B2B decision maker role, buyers are still consumers. The more advanced consumer personalization becomes, the more static, impersonal online journeys will feel like negative and difficult user experiences.

What is a personalized user experience

“I’m most passionate about personalization. I firmly believe that personalized experiences with brands will most drive loyalty and relevance for customers in the future.” — Katrina Lake, CEO of Stitch Fix

A user experience can be defined as the way a user feels about a product or brand based on their interactions with it. Today, UX is more important than ever. Uxeria found that 70% of online businesses fail because of bad usability. This could include your product, software, or even your organization’s website. And, it’s not about creating a one-size-fits-all experience. According to Accenture, 33% of customers who abandon business relationships do so because personalization is lacking. So, ensuring that each of your website visitors, customers and prospects receive a personally relevant, easy-to-navigate experience with your brand is crucial. Personalization should cover every touchpoint — from personalized marketing communications to dynamic website personalization. It may also involve a need for behavioral data to enable product recommendation. According to InstaPage, 78% of U.S. Internet users said personally relevant content from brands increases their purchase intent. And, marketers are feeling the benefit from it, too. In-house marketers who are personalizing their web experiences see, on average, a 19% uplift in sales.

How can businesses provide a personalized user experience

“Your marketing has to seamlessly resonate with your buyer’s goals, interests, and preferences.” — Michael Brenner, CEO of Marketing Insider Group

There are a number of ways to create personalized, positive user experiences. Start by outlining who makes up your customer base and website visitors — use segmentation and define your target audience. Then, you need to learn as much as you can about your audience. What digital behaviors do they exhibit? What industries are typically interested in your services? Gather as much insight as you can and use it to fuel your personalization strategy. Monetate found that 79% of organizations that exceeded revenue goals have a documented personalization strategy in place. This way, you can set goals and targets, measure successes, and continue to gain insight into your customer experience. Consider personalizing all marketing communications, customer interactions, website experiences and calls to action. Create a seamless, easy-to-follow experience, designed perfectly for every user.

It is important to put time, money and resources into planning during the early stages of UX design. According to UX Planet, fixing a problem in development costs ten times more than fixing it in design. And, this number grows to 100 times as much when trying to fix a problem when a product has already been released. And, consider the fundamentals of user experience, too. Think about appearance, calls to action, navigation, optimization for other devices, and load time. More than half of mobile visits are abandoned if a page takes more than three seconds to load, according to Toptal. After you’ve implemented your personalized user experience strategy, According to Experience Dynamics, 73% of organizations not conducting user experience testing will be doing so in the next 12 months. If you’re not already thinking about providing personalized experiences, it’s time to start.

Personalization technology

“Marketing Automation is powerful software and processes which make complex and repetitive tasks easy.” – Mautic, open source marketing automation

According to Email Monday, more than half of organizations are currently using marketing automation. Website personalization tools can help transform your customer’s user experience. Webeo creates real time personalization experiences based on the business IP address your website user is visiting from. Thanks to the global leading database of business IP addresses, when a visitor lands on your B2B website, their experience will be tailored based on a set of criteria outlined by you. Greet them by their business name, edit the images and language that appears, and show them highly-personalized content. Advance existing customer relationships, impress first-time visitors, and provide an enjoyable, simple user experience for everyone that lands on your site. See improved CRO and reduced bounce rates, and reap the rewards of quick ROI and website optimization. Discover the power of website personalization with Webeo. Book your free demonstration today.

4 reasons B2B organizations need a digital marketing strategy

“Strategy without process is little more than a wish list.” Robert Filek, Consultant

We talk a lot about digital marketing strategies as marketing professionals. But still, so many organizations don’t have a robust, all-encompassing strategy in place. According to Smart Insights, almost half of businesses don’t have a digital marketing strategy — even though they are doing digital marketing. Creating and implementing a strategy may feel time-consuming, or like an ineffective use of your time — but the fact of the matter is, your business needs one in place to thrive. CoSchedule discovered that marketers who usually or always plan their projects and campaigns when executing their strategy are 356% more likely to report success. Reap the rewards of a clearly defined strategy and understand why a lack of one could cause you more problems than you realize.

You’re directionless without a digital marketing strategy

According to HubSpot, misalignment between sales and marketing can cost B2B organizations more than 10% of revenue loss every year. Organizations that work in harmony across all teams are the most successful ones. Outlining marketing objectives can ensure all teams are working towards clear goals, the same established timeline, and are reflecting your brand in everything they do. Consistent branding can increase revenue by 23%, according to Forbes. If you haven’t clearly defined your brand values and positioning, your reputation faces taking a hit. Every marketing activity you undertake should reflect your brand values and aim to meet one or more of your objectives. Without a marketing plan in place, you risk ad-hoc marketing efforts with no real measurement or value.

You won’t fully understand your online audience

As part of an effective B2B marketing strategy, marketers should establish their audience. Use a segmentation strategy and prioritize your target audience, or undertake an ABM approach, targeting specific businesses or accounts. According to InstaPage, Segmented, targeted, and personalized emails generate 58% of all revenue. And, ITSMA found companies that implement ABM have reported an 84% improvement in reputation, and 74% improvement in customer relationships. Without a clear understanding of who makes up your audience, how can you ensure the content you produce, digital marketing channels you use and leads you follow up are appropriate? According to CoSchedule, successful marketers are 242% more likely to perform audience research once per quarter or more. Your existing customers are your greatest asset. Explore who they are to establish how to maximize existing relationships and acquire customers with similar needs for your services.

eConsultancy found that 55% of marketers say ‘a better use of data’ for targeting audiences is a priority for 2019. Making use of data available to you is crucial. And, with a successful strategy in place, you can decide if you need to acquire more. Gaining audience insight doesn’t just benefit your audience either — increase customer retention, see more opportunities for upselling and cross-selling, and save money by directing advertisements and marketing messages directly to your target audience.

You risk wasting time and money on duplication

Marketing can be a time-consuming and costly process. A strategy can help streamline, organize, eliminate and supercharge your processes. If you don’t properly plan each marketing campaign, you risk not only losing out on the time and budget you used in executing the campaign but have to put in double the work to devise a new plan and pick up the pieces. Strategies enable marketers to include budgets and outline timescales, too. So, once you have a strategy in place, all of your digital marketing campaigns can be monitored and measured to ensure the ultimate success. You’ll be able to make changes to campaigns as they happen, with targets, goals and time constraints in place. That means no more over-spending, missing deadlines, wasted efforts, or duplicate work. You can divide up jobs specifically — for example, according to HubSpot, 42% of organizations have a designated content strategist. This helps improve accountability and ensures team members have actionable take-aways from planning meetings.

You won’t maximize your returns by optimizing your conversions

CoSchedule found that marketers who document their strategy are 538% more likely to report success than those who don’t. This makes perfect sense when we consider how much easier it is to measure ROI with a marketing strategy in place. With clear targets, marketers can measure how well their campaigns are doing and which platforms are the most successful. When it comes to implementing online marketing strategies, marketers should always optimize conversions. All of your digital communications should link back to your site and contain a call to action that will help you meet your goals. Whether it’s signing up to a newsletter, making a purchase or downloading a piece of content. The best way to ensure you are improving your conversion rate (CRO), is to refer back to your strategy. If your customers aren’t converting, then perhaps you aren’t using the right platforms, language, imagery or content to engage them. Optimize your conversions by making personalization key factor in your marketing strategy.

According to McKinsey, personalization can increase the effectiveness of marketing spend by up to 30%. Webeo is a personalization tool changing the face of B2B websites. The software works by serving relevant content and individual experiences to your website visitors. Utilizing a global leading database of business IP addresses, Webeo tailors the appearance, content, and language used on your site to meet the specific needs of the visitor. Greet the user by name, show them you’re a leader in their industry and create the perfect website, for every visitor. Webeo can support your entire digital strategy — improving SEO, enhancing CRO, and creating stronger customer relationships and brand reputation. Make personalization a key part of your strategy. Discover Webeo and book your free demonstration today.

5 must have digital marketing tools for your business

If you want to see great results from your online marketing strategies, then it’s time for your teams to start utilizing web marketing tools. No matter what marketing process you are hoping to improve, eliminate or support, there is a tool for your business. Online marketing tools are not a new concept. Social Media Today found that 75% of marketers are currently using at least one type of automation tool. And, according to MarTech today, spending for marketing automation tools is expected to reach more than $25 billion annually by 2023. When creating a strategy and outlining your marketing objectives, consider including tools from the outset, enabling them to support your strategies from the beginning. Effective tools can reduce costs, streamline processes, eliminate repetitive tasks, and save time. They can also dramatically improve your marketing results — from increased targeting and ability to test and measure, to driving more revenue and maximizing customer relationships.

Bitly

“Create click-worthy links.”

According to IMN, 92% of marketers say social media marketing is their top digital content marketing tactic. When it comes to getting your message across on social media, you need to make every character count. Use calls-to-action and attractive imagery to encourage click-throughs. And, consider using a tool to shorten your website URLs. According to Rebrandly, a trustworthy link can increase click-through rate by up to 200%. Short links are easier to share, look neater on social media, and help save space on character-limiting sites like Twitter. Bitly is a tool that enables users to shorten and also create custom links — helping to build trust and brand recognition. The tool also provides live click data, giving marketers greater insight into where their site visitors are coming from and helping them identify top performing channels. Enhance your social marketing strategy and take advantage of this effective tool.

Slack

“Where work happens.”

Effective communication means a happier, more engaged workforce. According to Global Force, 69% of employees say they would work harder if they were better appreciated and recognized. Similarly, McKinsey found that productivity improves by 20-25% in organizations with connected employees. And, Watson Wyatt found businesses with effective communication practices were more than 50 percent more likely to report employee turnover levels below the industry average. Making use of online marketing tools to improve your team’s communication is key. For teams to collaborate effectively, they need the appropriate platforms in place to do so. Slack works to successfully align your teams by organizing conversations, enabling users to share files and documents, creates the ability to talk face-to-face and integrates seamlessly with a number of other web marketing tools.

Bannersnack

“The original online banner maker.”

Teams with limited resources should make use of marketing tools where possible. If digital advertising is part of your wider digital marketing strategy, you’ve probably thought about creating an online banner advert. According to Sem Rush, banner adverts are considered the third most popular digital advert. Bannersnack enables users to design and create banners online, with an easy-to-use generator. It also allows users to create animated banners — which are growing increasingly popular according to BannerFlow, which found an 18.4% increase in click-through rate (CTR) when video is used within a display ad. Banner design matters — AdKeeper found that 43% of respondents found banner ads don’t seem interesting. So, get creative! Outline your audience and create ads that will reach out and speak to your audience specifically.

Lead Forensics

“Software for turbo-charged lead generation.”

Gartner found that 29% of marketing leaders are deploying either a lead-management platform or a social analytics platform. When it comes to B2B marketing, the buyer process is constantly evolving. So, managing leads and prospects effectively is crucial. According to HBR, on average, 6.8 people are involved in purchasing decisions in the B2B high-tech sector. This can make things complicated for marketers and salespeople, slowing down processes and leading to confusion. If any part of your digital strategy incorporates streamlining teams, improving customer relationships, or generating high-quality leads, it’s time to invest in a tool that can help you at every stage of your pipeline. Lead Forensics does just that. It works by tracking your website and revealing the identity of anonymous visitors. It notifies your teams in real-time, so they can reach out to leads at just the right moment.

Webeo

“Discover the power of website personalization.”

A personalized approach can skyrocket your digital marketing efforts. If your marketing objectives include reducing bounce rate, improving SEO ranking, enhancing CRO or improving customer relationships, then online personalization is your new best friend. According to Evergage, 92% of marketers reported using personalization techniques in their marketing. Yet, more than half don’t feed they have sufficient customer data to customize content effectively. That’s where personalization tools come into play. Webeo is home to a global leading database of business IP addresses, ensuring organizations can create bespoke website experiences for all of their valuable website visitors. If you’re utilizing personalization in other marketing efforts — such as email marketing or advertising campaigns — then a dynamic website that meets the needs of each visitor is the icing on the cake.

Webeo creates real time individualized website experiences, for the ultimate in customer personalization. When a visitor lands on your site, the personalization tool will provide a unique experience — dynamically tailoring the language, imagery and content the user sees based on the IP address of the business they are visiting from. Position yourself as a leader in your visitor’s industry, impress everyone from first-time visitors and current prospects to existing customers and dream clients. Discover the power of personalizing online experiences and book your Webeo demonstration today.

B2B digital marketing — all the pros and cons

According to Campaign Monitor, by 2021, marketing leaders will spend 75% of their total marketing budget on digital marketing. When making such an investment, it’s important to carefully assess what you’re doing. A digital strategy can include so many different channels; remember, you don’t have to be across all of them. Select the strategies that work best for your business. Research who your [audience] is, and that should help you decide. According to Smart Insights, website development, email marketing and social media are the most effective channels for B2B. This is no surprise when we learn that 67% of buyer journeys are digital, according to Sirius Decisions. And, IDC found that 84% of CEOs and VPs use social media to make purchasing decision. Let’s explore some of the pros and cons of online marketing, so you can make an informed choice about your B2B marketing plan.

The pros of digital marketing

It’s cost-effective

Traditional advertising can be expensive, and often it can take a while to see ROI. Digital marketing and digital advertising, however, can be more affordable, drive quick results, and reach wider, more relevant audiences. According to Direct Sales Marketer, email is the most cost-effective marketing form. Digital content marketing costs the price of content creation and distribution — in-house creatives may be more cost-effective than agencies or freelancers. Social media marketing can cost little to nothing, if executed well. In fact, HubSpot found 84% of marketers were able to generate increased traffic by spending as little as six hours per week on social media. Paid adverts, pay-per-click or pay-per-lead marketing can cost a little more — but marketers are able to target specific audiences and edit ads to enhance performance. According to Power Traffick, small businesses earn an average of $3 for every $1.60 they spend on Google AdWords.

Internet marketing is easy to measure

Measuring success is a pivotal part of the marketing process. Digital marketing channels enable marketers to monitor the effectiveness of their campaigns. With easy-to-use analytic and reporting tools, marketers can work out click-through rates, conversion rates, ROI and more. According to Webbiquity, 80% of marketers use engagement as a primary metric, while 56% measure traffic. Although, it is important to note that 60% of marketers state measuring ROI from social media is one of their top three challenges, according to Sprout Social. With the correct metrics and tools in place, you can ensure your campaigns are achieving the most.

Create a loyal customer base: brand visibility and user experience

According to Status Labs, 90% of searchers haven’t made up their mind about a brand before searching. And, Fundera found that 80% of customers are willing to pay more for a better customer experience. So, a positive online experience is crucial. A digital presence can help you develop loyal customers and create an engaged audience. Social media opens up a two way conversation, giving you the opportunity to build relationships with decision-makers, acquire feedback, and gain crucial customer insight. Digital advertising helps raise brand awareness, quietly working to raise your brand’s profile even when direct click-throughs and conversions aren’t being made.

The cons of digital marketing

Time-consuming

Executing a great online marketing strategy takes time. You’ll need to identify your marketing objectives and be prepared to make changes when things don’t go to plan. You’ll need to make changes as your business grows, and ensure you’re doing the right thing for your audience. You’ll need to have a team in place to manage campaigns, monitor any technology you use, and keep an eye on overall marketing performance. Ensure you have the resources in place before setting out.

Lots of competition

With so much digital activity in the B2B marketing community, it can be tough to get seen and heard. You’ll be fighting against other organizations to get to the top of search engines, make the most impressions, and run the most effective campaigns. But with an active website, hordes of information about your brand, accessible content and a quality social presence, customers and leads will be able to find you easily. You’ve got to be in it to win it!

Open to negativity

The online sphere is a great way to open up a two-way dialogue — but remember that means you’re open to negative feedback, too. Be prepared to respond to comments, receive reviews, and manage your online reputation. Be responsive and personal to ensure you keep a great online reputation. News spreads fast — so it only takes one poor review, disgruntled customer, or instance of bad service for word to get out. Ensure every digital touchpoint is designed with your user in mind to avoid negativity.

While there are pros and cons to utilizing online platforms for your business, it is crucial to remember the sheer size of digital audiences. If your marketing objectives include reaching larger audiences, then a digital marketing strategy is a must. According to Hosting Facts, there are 4.1 billion internet users world-wide. And, Statista estimates that in 2019, there are 2.82 billion active social media accounts. Ignoring the online market could be detrimental to your business. And, if you have a B2B website, avoiding digital strategies could be a barrier to increasing your traffic. Your website should be an active hub of business information — without digital platforms and strategies moving your site to the top of google and driving traffic to your pages, how are decision makers going to find you?

Webeo is a leading personalization software, creating individual website experiences for your site visitors based on the business they are from. This is revolutionary for B2B marketing — which is traditionally lightyears behind the B2C marketing community. Our online personalization works based on business IP addresses, dynamically changing website appearance, content and messaging in real-time based on the business visiting the site. Users can greet website visitors by organization name, show images that resonate with their brand, use language and present content to meet their business needs and more. Improve CRO, see clear ROI, reduce bounce rate, enhance SEO, and advance customer experience with a personal touch. Discover the power of website personalization with Webeo and book your demonstration today.

The best digital marketing software to boost your business

79% of top-performing organizations have been using automation for more than three years, according to Venture Harbour. So, if you want to stay ahead of your competition and compete with industry leaders, then you need to embrace tech to get to the top. According to Social Media Today, 75% of marketers say they currently use at least one type of marketing automation tools. And a 2015 Ascend survey found that marketers are relatively well-versed in automating email and social output 82% of organizations are using email marketing automation, and 67% are using social media marketing software. This is a great start, and sure to get you on the road to B2B success. But often, a digital marketing strategy is made up of more than just emails and social media. Discover a multitude of digital marketing tools guaranteed to boost your business.

Generating quality business leads with Lead Forensics

Every business should have a lead generation strategy in place — that’s how they grow.  According to Adestra, 39% of marketers believe improving database quality is the most important objective of a marketing strategy. Lead Forensics is an automated lead generation software that helps with just that. Liana Technologies found that more than 37% of organizations think that better quality leads are the biggest benefit of automation. Lead Forensics works by alerting users when a visitor lands on their website, so marketers can fuel sales teams with warm, engaged leads. You not only benefit from quality leads at the top of your funnel, but also gain user journey insight to aid your nurture process and help to align your sales and marketing team so they are working towards common goals. Discover the power of turbocharged lead generation here.

Manage and oversee marketing projects with Wrike

Marketers are often responsible for overseeing multiple channels, campaigns and teams at once. When there is so much to think about, and tight deadlines to manage, it is easy for productivity to slip jobs to get lost. Project management software could be your solution. 43% of marketers say that optimizing productivity is one of their most important marketing objectives, according to Liana Technologies. And similarly, Sharpspring found 35% of marketers stated it was improving campaign management. Wrike is a tool that helps align disjointed teams, track progress, and run marketing campaigns from start to finish. Allocate work, plan activities, develop communication strategies and achieve goals fast. Learn more about how it can streamline your workflow here.

Track keywords and hashtag success with Social Alert

95% of adults aged 18-34 are likely to follow a brand via social media, according to Marketing Sherpa. So, if you don’t have a social media marketing strategy in place, you are likely lightyears behind your competitors! And if you already use a tool to manage your social marketing output — how can you be sure what you are posting is engaging your audience and reaching the right people? According to Sprout Social, 61% engage with content because it’s relevant to them. Social Alert works by tracking hashtags and keywords. This way, you can find influential and active users to connect with, track your competitors, gain insight and analysis measure impressions, and ensure you’re doing it right. To start tracking keywords and hashtags, discover more about Social Alert here.

HubSpot — for all things inbound

Invespcro found 91% of marketers agree that automation is ‘very important’ to the overall success of their online marketing activities. When there are so many elements, strategies and objectives to consider, it is no surprise that automating processes plays such a vital role in marketing success. HubSpot is quite literally an automated ‘hub’ of all things inbound marketing. Helping you automate all different kinds of digital marketing, from driving more traffic to your website to implementing a content marketing strategy. 60% of content marketers create one piece of content per day, according to eMarketer — use HubSpot to create and personalize emails, publish blogs, monitor social media, and track ads all under one roof. Grow your business with an automated inbound marketing strategy and discover HubSpot here.

The power of website personalization software: Webeo

Ascend2 found that 44% of marketers find delivering personalized content the most challenging barrier to marketing automation success. In the world of digital marketing, personalization is at the core of a successful strategy. So many marketers struggle to get it right — that’s why using software to enhance personalized features can take your business to the next level. According to Liana Technologies, 68.5% of marketers think the biggest benefit of automation is improved targeting of messages. And it doesn’t stop at personalized email subject lines. Personalizing your B2B website should be embedded within your website marketing strategy. It should be the online hub of your business, and greet each potential customer as an individual, guiding them through personalized calls to action and encouraging them to make a purchase. Webeo does just this — enabling users to develop a personalized website journey based on the business they are visiting from.

Webeo is the ultimate in B2B marketing. Consumer brands are ahead of the game when it comes to individual personalization; and it’s time for B2B marketers the step it up. Edit the language you use, images displayed, layout and calls to action to ensure each visitor receives a bespoke experience they won’t forget. If users are receiving personalized content via your other marketing channels, your website needs to match. Maximize on your online marketing efforts and see increased CRO, clear ROI, reduced bounce rate and watch your site work its way to the top of the search engine ranking. Discover the power of personalization with Webeo and book your free demonstration today!

The different digital marketing channels made simple

When embarking on your online marketing journey, there is so much to consider. Start by developing marketing objectives that accurately outline what it is you’re hoping to achieve. Then, use these to fuel your marketing plan. This should consist of your goals, the way you plan to achieve them, and the channels you’ll use. As marketers, it can sometimes feel like to achieve success, you need to be across every channel. While combining multiple channels works much better than relying on just one marketing strategy, you don’t have to be across all platforms to succeed. To decide on the channels that work best for your business, it’s about conducting research, testing and being prepared to make changes while you learn what works for your brand and what doesn’t.

SEO: search engine marketing

According to HubSpot, 75% of users don’t scroll past the first page of search engine results. That’s why getting to the top of the search engine should be a crucial part of your strategy. Especially when your target audience is made up of busy business decision makers. High-ranking organizations reap the rewards of easy discoverability and an enhanced reputation, thanks to backing from Google. Plus, to get to the top, your site has to be easy-to-navigate, see a good conversion rate and low bounce rate. Post content regularly, test your site to see what works best, get keyword savvy and watch your organization skyrocket towards a strong ranking. Search Engine Land found that SEO marketing can drive ten times more traffic than social media — so don’t dismiss its importance!

PPC/CPC: understanding pay-per-click and cost per click

Pay-per-click is an online advertising model that sees advertisers pay every time a user clicks on one of their online adverts. The cost-per-click (CPC) refers to how much you pay for every user that clicks through. There are a number of different types, but the paid search is the most common. Specific keywords and search terms will trigger the ad to appear at the top of the search engine. Social Media Today found that more than 7 million advertisers invested more than $10 billion in PPC ads in 2017. And, according to Power Traffick, the top 3 paid advertising spots get 46% of the clicks on the page. To get the most out of PPC ads, ensure they are targeted and send customers to an appropriate, easy-to-navigate web page. PPC is a quality channel to consider but works most effectively alongside organic campaigns that build trust and relationships.    

Social media

Social media is one of many effective digital marketing tools that can help drive traffic to your website. Undertake some research and decide which social channels will work best for your organization. LinkedIn in typically associated with successful B2B marketing efforts. But, Lyfe Marketing discovered more than 50 million small businesses currently use Facebook Pages to connect with their customers. You don’t need to be everywhere at once, so choose your platforms carefully! According to Buffer, 73% of marketers believe their social media marketing efforts have been ‘somewhat effective’ or ‘very effective’. Make sure to plan your social media marketing strategy thoroughly. Think carefully about what to post, where you will source imagery, the correct hashtags to use, and ensure you have the resources in place to keep it consistent. Whether that’s through your own in-house marketing executive, by utilizing automation, or by outsourcing.

Email marketing

Email marketing in digital marketing is one of the oldest tricks in the book. Businesses should use the digital strategy to build relationships with recipients, showcase their products, present content, and drive traffic to their website. 93% of B2B marketers use it to distribute content, and 99% of consumers check their emails every day, according to HubSpot. So, if you don’t have an email strategy in place, you risk falling behind competitors. And, it’s popular, too — HubSpot also found that 86% of business professionals prefer to use email when communicating for business purposes. Don’t forget to implement personalization into your email strategy. According to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. The more opens your campaign receives, the more likely you are to make quality conversions.

Affiliate marketing

Affiliate marketing can be described as an arrangement that sees another website host a tracked link to your site, in a bid to create traffic and sales from its referral. Essentially, it is a way to build your reputation through a third party whose own website audience may require your products or services. This may be a banner ad or direct link. According to Business Insider, 15% of the total digital media advertising revenue is attributed to affiliate marketing. And, according to MediaKix, 81% of brands rely on affiliate marketing. It is a tried and tested method, so if you’re not doing it already, don’t dismiss it. Bear in mind it works best paired with multiple marketing strategies. Business decision makers do their research — so after clicking through to your site, they may well take a look at how you rank and explore your social output.

When it comes to your digital marketing strategy, website personalization is the icing on the cake. Marketers invest significant time, money and effort into implementing effective strategies across their channels — and what do they all have in common? They aim to get your target audience on your website. Once they land, their experience should be as bespoke as every marketing communication they have seen or engaged with. That’s where Webeo comes in. The website personalization software enables users to create tailored, unique experiences for each of its website visitors. From personalized greetings and eye-catching imagery to industry-specific language and relevant content, wow your potential customers. Discover the power of website personalization and book your Webeo demonstration today.

Make the most of your digital marketing campaigns

“Mediocre marketers think in terms of campaigns. Great marketers think in terms of growth frameworks.” – Neil Patel, Entrepreneur

Marketing your B2B brand is no small feat.  There is so much to consider — which digital marketing tools to use, what kind of marketing campaign to execute, and how your marketing objectives will help you reach your business goals.  It’s not only about execution when it comes to your marketing plan, either — monitoring, measuring and adapting your processes is crucial.  But how can you ensure you get the most out of your marketing strategies?  It’s unlikely you’ll get it perfect first time — like most things in marketing, it includes an element of trial and error.  Before you start, set some time aside and get researching.  Discover what your options are, consider your budget and outline your goals.  Let’s explore some of the channels to include in your campaigns.

What to include in your campaigns

When detailing a digital marketing campaign, be sure to think about it in terms of your wider strategy.  Look at the bigger picture and consider what you want to achieve.  Outline who your audience is and establish the best channels to reach them.  Then, it’s time to get creative.  Campaigns should be fun, creative, innovative and aim to reach a goal.  No idea is a bad idea, and sometimes the best and most successful campaigns are a little more ‘out there’.  Consider a combination of channels to support your campaigns.

Online marketing

Today, internet marketing can’t really be avoided. It’s not a new concept, but it is always evolving.  It’s estimated that 57% of the population are internet users.  So, even if you’re a traditional marketer who prefers print advertising and word-of-mouth marketing to digital strategies, you’re missing out if you lack an online presence.  According to HubSpot, over half of smartphone users have discovered a new company or product while conducting research on their phone.  This dramatically impacts the way businesses should think about their digital advertising, and the assets and content they create.  Optimize your site for mobile so users get a great experience, no matter where they view your site.

SEO

According to Blue Corona, 93% of online searches start with a search engine.  And, Google is responsible for 94% of organic traffic.  So, if your brand isn’t easy to find on Google or other search engines, then you could be missing out on valuable website visitors.  Consider developing an SEO marketing strategy to help you make your way to the top of Google.  Select keywords carefully, post content regularly, ensure your site is fast loading and is engaging users.  Remember, the better quality your website, the more likely you are to improve things like bounce rate and CRO.  These significantly help get you to the top, too!

Social media marketing

According to Smart Insights, 80% of companies online are under the impression that they deliver exceptional social media customer service, while only 8% of their customers say that they agree.  Implement a customer-focused social media marketing strategy and run regular, varying campaigns.  Create attractive imagery, make use of video and moving image assets, use engaging language and link back to your website as much as possible.  Everything you post should support your brand values — so make every word count.  Don’t forget to utilize content, respond to enquiries and engage with your audience, too.  Two-way conversation is pivotal to social success.

Digital content marketing

According to CMI, content marketing is one of the best ways to promote a business.  It helps position you as an industry thought leader, and fuels your teams with helpful, insightful content to use throughout your sales pipeline.  When developing content marketing campaigns, think carefully and creatively about what you want to get out of it.  In B2B marketing in particular, content holds so much value. Campaigns should be well-thought out, give your customers the knowledge they need and draw users back to your website where possible.  Create downloadable assets, utilize email marketing and encourage followers to share across social.

Common digital marketing mistakes to avoid

Now you know what to include, here are some handy tips on what you should avoid.  Don’t get stuck in your ways when it comes to conducting campaigns — regularly review your campaigns and don’t be afraid to try something new.

Relying on a single channel

A successful strategy should run across multiple platforms.  Build brand awareness, get in front of more potential customers, and create more opportunities to wow prospects across the online sphere.  According to Invesp, 95% of marketers say they know how important multichannel is for targeting — however, only 73% say they have a strategy in place.  Consider combining a creative content marketing strategy with an effective website optimization strategy — watch as they complement each other’s performance and take your reputation to the next level.

Lack of measuring

While digital marketers are usually target driven, too often they don’t value the importance of making small changes to their campaigns and learning from mistakes.  In busy marketing teams, it’s easy to implement a campaign with a tight deadline, move onto something else and quickly forget about it.  But instead, ensure you have the resources in place to monitor, measure, adapt and manage all of your campaigns.  This way, they can make changes throughout the course of the campaign and maximize on results.

Impersonal marketing

Personalization is central to all marketing campaign success.  Mass marketing is out — and decision makers are demanding a more personal approach.  Identify your audience carefully, either through segmentation or ABM, and tailor your campaigns to meet their specific needs.  This needs to span every channel and all marketing communications — from emails through to your website.  That’s where Webeo comes in.  Our website personalization software is the icing on the cake when it comes to marketing campaigns.  It ensures that every digital touchpoint is personalized to your website visitors, enhancing their experience and improving the outcome of your campaigns.

Webeo works based on business IP address, so when a visitor lands on your site, the appearance and content will change based on where they are visiting from.  Impress dream customers, wow existing clients, and give first-time visitors a reason to return.  Discover the power of personalization and get the most out of your digital marketing campaigns with Webeo. Book your demonstration today!

Get more from your email marketing strategy with personalization

“If social media is the cocktail party, then email marketing is the ‘meet up for coffee’. The original 1:1 channel.” — Erik Harbison, Co-Founder of The Marketing Help

Emailing prospects and leads is a crucial part of the marketing mix.  HubSpot found that half of US respondents check their personal email account more than 10 times per day, and that it is the preferred way to receive updates from brands.  So, ignoring its power could mean you’re missing a trick!  Especially when we learn just how many of your competitors are doing it — according to HubSpot, 83% of B2B organizations use e-newsletters within their content marketing.  When devising marketing strategies for your business, it is likely you’ve already considered an email marketing campaign, e-newsletter or content strategy.  But it’s important to take it one step further than that.  For the ultimate in B2B marketing success, you need to understand the importance of personalization.

The industry standard email marketing strategy

As part of your wider marketing approach, it is important to acknowledge the value of measuring results.  If you’re starting out or implementing a formal marketing plan is new to you, then getting to know industry standards could really help you.  Start by outlining marketing objectives so you know what you’re trying to achieve.  Then, take a look at the industry benchmarks so you can see how you measure up.  Every industry and organization will be entirely different, but there are some general averages for how email campaigns should be performing, too.  According to Campaign Monitor, the average email benchmarks for all industries are:

  • Average open rate: 17.92%
  • Average click-through rate: 2.69%
  • Average unsubscribe rate: 0.17%
  • Average click-to-open rate: 14.10%
  • Average bounce rate: 1.06%

When we look into the differences between industries, there are some clear winners.  Non-profits see a 20.39% open rate, compared to the Consumer-Packaged Goods industry, which has a lower open rate of 14.53%.  When it comes to click-through rates, Agriculture, Forestry, Fishing and Hunting takes the lead with a CTR of 3.66%, while Consumer-Packaged Goods remain the lowest, with a CTR of 1.86%.  Do your research, make use of your own data, and utilize marketing tools to help you get to the top.  Discover some of our favorite software solutions for your B2B organization here.  If you’re not meeting or exceeding the average results for your industry, why is that?  Revisit your marketing strategy, review, and be willing to test for success.

Using personalization in your marketing strategy

“Instead of one-way interruption, personalized marketing is about delivering value at just the right moment that a user needs it.” – David Meerman Scott, Online Marketing Strategist and author

The best marketing strategies are the ones that are personalized to the maximum.  Think about the big-name brands that are doing it right — Amazon. Netflix. Pandora and Spotify.  And they’re reaping the rewards, too — you can find out more about the brands showing B2B organizations how personalization should be done here.  Using personalization in your marketing efforts can make all the difference.  It should be included as part of a wider marketing strategy, you should consider the software and resources you will need in place for it to excel and remember that it shouldn’t stop at email segmentation.  Personalization should filter through all of your marketing channels.  For the most effective marketing, all digital touchpoint should be personalized.  From the email subject line and content to real time website personalization when they land on your site, make your customers feel valued.

How personalization can affect your emails

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” — Leo Burnett, Founder of Leo Burnett Company

Think about it.  Business decision makers receive countless emails every day.  What will make yours stand out from the noise?  According to InstaPage, personalized emails deliver six times higher transaction rates.  And, when an email is not personalized, 52% of customers say they’ll find somewhere else to go.  The stats speak for themselves.  And, that’s not just about addressing the user by name.  Customer relationship marketing is rooted in personalization.  Without insight into customers’ preferences, behaviors and purchase history, your marketing materials lack a personal touch.  Use market segmentation to establish your target market and get to know your customers inside out.  Marketers who use segmented campaigns note as much as a 760% increase in revenue, according to HubSpot.  Learn more about segmentation strategies for B2B organizations and apply it across all of your marketing channels.  Remember to consider your website in your personalized marketing strategy.  If you’re personalizing your email marketing efforts to drive traffic to your site — what is happening when visitors get there?

According to Epsilon Marketing, 80% of consumers are more likely to do business with a brand that offers personalized experiences.  And, Salesforce discovered that 59% of customers say tailored engagement based on past interactions is very important to winning their business.  Not only is it preferred — according to InstaPage, almost three quarters of customers are frustrated when website content is not personalized.  Make the personalization journey as simple and considered as possible and you’ll feel the benefits fast.  In fact, Econsultancy found that 80% of organizations reported an uplift since implementing personalization.  Make sure your website isn’t hindering your marketing efforts and discover personalization today.

Website personalization should be the final step on your personalization journey, and a crucial part of your marketing strategy.  Discover Webeo and see how personalization can create unique experiences for each of your website visitors.  The software works in real time — editing the content, imagery and language used to appeal to the specific visitors landing on your site.  Using a global leading database of business IP addresses, our software can address users by business name and feed them content specific to their business or industry.  Learn the power of website personalization and take your free Webeo demonstration today.

3 steps: Become the ultimate marketing strategist

There are an infinite number of ways to market your B2B organization.  As a B2B marketing professional, it is up to you to decide on the marketing tactics that best suit the business.  There is no perfect marketing strategy, and its development may involve some experimentation.  Have no fear ⁠— there’s no need to hire a strategist just yet!  Use this blog post to learn how to become a marketing strategist yourself, and you’ll be well on your way to success.

1. Defining your marketing goals

To create a powerful marketing plan, you first need to outline your objectives.  This crucial first step will help you establish what you want to achieve with each of your marketing objectives, when you want to achieve it and why.  According to Coschedule, marketers that set goals are 376% more likely to report success.  And, 70% of the most organized marketers achieve their goals ‘most of the time’, while 10% report ‘always’ achieving their goals.  When it comes to outlining objectives, we recommend using a SMART objective template — we go into more detail about this approach [here].  Essentially, it is all about ensuring the objectives you set are achievable, relevant and implemented effectively.  Every business will have different priorities, and therefore will have different objectives.  Some examples of objectives could be:

  • Improve the website’s conversion rates by xx% by xx date
  • Increase overall website traffic by xx% by xx date
  • Get xx% more social media engagements in xx time-period

Once you have outlined what you want to achieve, it is time to devise a marketing plan.  This is the plan of action for you to implement to be able to achieve your goals, and there are a number of approaches to get there.

2. Types of marketing strategy

If you’re new to developing strategies, it can be a little overwhelming.  Here are a few different marketing tactics you should consider when developing yours — think about the wider marketing mix and ensure the ones you decide on will help you meet your goals.

  • Online marketing

Internet marketing or digital marketing, is crucial for success in today’s market.  Especially in the B2B market.  Did you know almost half of B2B buyers and researchers are millennials, according to Google?  This drastically changes the way we approach marketing and shifts the role of the internet to centerstage.  Especially when we learn that millennials spend around 25 hours per week online, according to Wired.  And, they’re using their internet time to build relationships with brands — Sprout Social discovered 63% of millennials stay updated on brands using social media, and SDL found five out of six connect with companies through social networks.  Digital marketing isn’t just about social media, though — don’t forget to include content marketing, email marketing, website optimization, SEO and CRO to create the ultimate online presence.

  • Word of mouth marketing

According to Invespro, people are 90% more likely to trust and buy from a brand recommended by a friend.  But, to get a great recommendation, you need to develop a brand strategy worthy of one.  Ensure your vision is clear, your products are high quality, and your customers know your value.  Don’t be afraid to ask for reviews, either — according to The Drum, online reviews influence the purchasing decisions of 93% of consumers.  So, it’s not just the opinions of peers that matter, but those of the online world as well.  Get noticed by being the best in the business — give back, generate organic interest through traditional PR…  do whatever you can to ensure that your business is being talked about for the right reasons.

  • Relationship marketing

Nobody — not even the best B2B marketer — can promote your business as well as your best customer.  While lead generation and customer acquisition are crucial, be sure to take care of the customers you have.  Introduce loyalty schemes, upsell and cross-sell, send bespoke marketing communications and personalized product recommendations to get the most out of your customers.  You’ll see a huge benefit from this, too — according to Genesys, one in three customers will pay more for a higher level of service.  And, Forrester found that when it comes to a good online experience, 66% of adults feel that the best thing an organization can do is value their time.  Invest in customer experience and reap the rewards!

  • Marketing and advertising

Marketing budget is a big factor when it comes to developing a strategy.  Manpower, resources, software and time will all come into play — but don’t forget digital advertising costs.  According to Impact, marketers and advertisers are putting more than half of their budget into mobile ads.  And the global ad spend continues to rise; according to Zenith it’s up 4.7% this year, with online spend set to account for 49% of all global ad spend by 2021.  Organic content marketing, SEO and social media are great strategies — but digital advertising sees results, too.  Craig McConnel found that Google Ads receive 65% of clicks that started with buying keywords, compared with 35% for organic results.

3. Your marketing strategy plan

In marketing I’ve seen only one strategy that can’t miss – to market to your best customers first.” – John Romero, director, designer, programmer and developer

Now you have your objectives outlined, and an idea of what kind of strategies you could implement, it’s time to plan.  When writing a marketing plan, spare no detail!  Plan for all eventualities, and don’t be afraid to make changes as you go.  Measure where you are, monitor your growth, and alter your processes to achieve success.  Ensure you’ve got your audience right and you’re giving them what they want — avoid mass marketing and opt for a personalized marketing approach.  You may even want to devise multiple marketing strategies if you work with a range of clients.  If this is the case, you should also be considering website personalization software. It works by creating the ultimate in personalized marketing — presenting a bespoke website experience for each site visitor based on their IP address.

Webeo offers real-time personalization — as soon as your visitor lands, the content, images and calls-to-action are tailored based on the user’s IP address.  This is a revolutionary solution for B2B organizations globally. And, your customers want to see it, too.  According to Instapage, 74% of customers feel frustrated when websites are not personalized.  Don’t let your website negatively impact your marketing efforts — discover the power of personalization. To learn more about website personalization software for your business, request your free Webeo demonstration today.