5 questions to ask to plan out better B2B marketing campaigns
In our 2015 Tech Heads study we spoke to 402 B2B decision-makers about how and why they buy. The data showed that, when it comes to researching new products, the attention of span of B2B buyers was shortening, but they were spending longer making a decision before purchasing.
After collating and analysing the data, we arrived at some practical steps B2B marketers can take to avoid that congestion point, or, as we call it, the ‘content pinch point’.
In this blog post we look at five simple planning questions B2B marketers can ask in 2016 to help them manage the content pinch point.
The pinch point in content marketing
The main theme of our Tech Heads report is the ‘content pinch point’ – the fact that the data shows that:
The time people have to consume information is getting shorter, the devices they have to consume it on are getting smaller, the sales decision-making process is getting longer, and the appetite to consume information around that process is growing.
Check out the video below for highlights from our launch event for Tech Heads – The Content Pinch Point
Five key questions for B2B marketers for 2016
1. Do we know our prospect
Who is the in our funnel? Most businesses start campaigns without knowing who they are really talking to. Segmenting your marketing is not a means of connecting with it. Audience knowledge is key.
2. Are we setting the right context for prospects?
Communications is all based on creating the right context for your audience when you grab their attention. It’s where thought leadership helps you set the agenda and expectation in the wilds of early engagement.
3. Is it a form or formula?
What tools do we engage them with? Form factors and content types are as important as messaging and planning. B2B marketers need an arsenal of tools to stand out in a busy, distracting digital world.
4. Is our campaign based on a sales outcome?
Is there a thread taking prospects through a sales process? Not all campaigns are designed for sales leads directly, but activity across the audience building, education and sales process should be linked together. Continuity is essential to avoid confusion.
5. Are we David or Goliath?
Use relative strengths to your advantage. Execute activity based on what you are good at, and what can make a difference. Great marketing sits somewhere between aspirational, achievable and affordable!
For more insight into the content consumption habits and purchasing trends of B2B buyers, download our Tech Heads report
Image via flickr.com/photos/formulaexo/