As the Daft Punk track once said, where is your head at?
You’re probably used to sitting in countless meetings with various heads of department and members of the creative team as part of the campaign planning process. You and your team come up with an idea that can’t fail to captivate your prospects’ imaginations whilst addressing their pain points. But for some reason, the campaign figures just don’t inspire as they should have done; so why?
The vast majority of B2B decision-makers have a wealth of marketing material to choose from when looking for solutions to pain points. This means that unlike in the past, purchasing power is well and truly with the customer rather than the seller.
Prior to developing a B2B marketing strategy, creating and correctly using buyer personas should be number one on a marketer's list of priorities. Research shows that targeted personas boost sales leads by 124%. But what are the questions you should be asking as part of your vital research?
B2B Marketing recently joined forces with Google to analyse the digital strategy of B2B businesses, and the results were rather eye-opening. 80% of B2B organisations agree that a quality online presence is essential for their business to succeed. However, 85% of respondents rated their online presence as less than 8 out of 10. This means that the majority of companies in the B2B realm believe they have work to do.