Today’s B2B companies compete at hyper-speed for market attention. Many struggle with creating and maintaining effective automated marketing campaigns. Here are 10 reasons you may among those who are struggling:
- Not creating the right messaging. Automated marketing platforms, though effective in many ways, cannot produce content by themselves (although we have a great way to integrate content into campaigns!) so messaging must still be created in-house or contracted out. Make sure to distribute segmented messaging and be sure to conduct A/B testing as frequently as possible.
- Message delivery is scheduled too frequently/too infrequently. Hey, you don’t want to bug them but you don’t want to lose them. Finding the “sweet spot” for message delivery is key to hitting your metrics.
- Not segmenting your database effectively. Database segmentation doesn’t mean grouping contacts by industry alone. Examine buyer traits, preferences, and behaviors for grouping opportunities outside the norm.
- Nonexistent/inappropriate attribution to revenue. Once leads have been moved through the marketing funnel, which ones produce revenue? What messaging or marketing assets were influential in converting? Many companies still lack the ability or determination to uncover conversion attributes but knowing what drove a sale is key to practicing effective marketing automation.
- Promotionless content. You’re investing in content to generate sales, right? Deploy content that has a call to action or offer attached to it. Don’t be afraid to inject an “ask” in a blog post* but don’t overdo it. Keep your CTAs to a minimum and make the content persuasive.
- Not getting personal enough with your markets. Providing effective content is more than simply distributing helpful content, it’s knowing who your customers are. Take the time to research closely each market segment. Connect marketing and sales to create a customer persona.
- Don’t just blog. While blogging remains a key component to building trust and getting found by search engines, content marketing extends to video, case studies, webinars, and more.
- Blend channels effectively. If you’ve got social, Web, search, email, deploy them in a cohesive way. Integrate messaging through multiple channels so, when prospects find you, they can connect in multiple ways easily.
- Be consistent. B2B buyers expect consistency from their vendors. This is true when it comes to content delivery. If buyers have signed up for a newsletter or email updates, make sure to deliver them using a rigid schedule.
- Know your SEO. Search engine algorithms change frequently. Tactics that have worked historically are becoming less relevant. Stay on top of the latest updates and adapt your search marketing practices to match how SERPs are now calculated.
*For a look at a highly effective MA platform, schedule a demo!