Goal Of B2B Marketer

The primary goal of a B2B marketer isto drive qualified leads to sales.

Success is measured by the pipeline(i.e. new business opportunity countand opportunity dollar amount)generated by marketing andadvertising programs. No matter thecampaign or technique, content sitsat the center of the B2B marketer’sworld. It is content that determines

which brands and products arediscovered by potential customers.

Content is the Heart of Marketing

Content is at the heart of the B2Bmarketer’s journey.

A recent report from ForresterResearch sums it up well:

Content is the soul of digitalexperiences. One billion websitesblanket the world and the soul ofevery one of them is made manifestby content.

As a result, creating, managing andpublishing content requires a WebCMS. And, the Web ContentManagement System is an essentialtool for B2B marketers.

A Web CMS Supports B2BMarketing Success

An effective Web CMS is at the centerof the inbound marketing strategy,and the elements of this frameworkare:

CONNECT the CMS to the necessarymarketing CRM systems

PUBLISH content in the right formatsto the right channels

OPTIMIZE content for maximumeffectiveness

ENGAGE potential buyers to helpanswer their questions

MEASURE & REFINE the effectivenessof your content

Connect

Best-in-class marketing teamsposition their Web CMS at the centerof their strategy, then connect it withthe essential elements of theirmarketing technology (“martech”)stack.

By doing so, content instrumented viathe CMS can be measured andoptimized. By integrating the CMSwith key business systems (e.g.Customer Relationship Managementsystem), marketers can connectcontent to revenue. Many Web CMSsystems provide built-in integrationsto martech systems.

But, it may be more efficientsometimes for marketers to integrateexternal solutions to perform

marketing activities (e.g. Infer techsolution provides marketers with apowerfull scoring model tool).

Publish

If content is at the heart of the B2Bbuyer’s journey, then publishingcontent is the heartbeat. It’s harderthan ever to gain the attention of aB2B buyer: they install ad blockers intheir browsers, opt out of emails andno longer answer the phone. Whenyou interrupt their flow via outboundmarketing campaigns, they’re lesslikely to respond.

The solution? Inbound marketing,which involves the consistentpublishing of valuable content to yoursite, by way of your Web CMS. Withinbound marketing, you publish

content that addresses thechallenges faced by your targetaudience. While researching asolution to their needs, they’ll visitsearch engines and find your contentin search results.

Web CMS should facilitates theimplementation of Search EngineOptimization (SEO) best practices.,attracting more qualified visitors whoare actively searching for yourcontent.

Optimize

Beyond managing and publishingcontent, Web CMS systems canoptimize content to drive meaningfulresults.

Here are two examples ofoptimization: Search EngineOptimization and mobile friendlycontent. Increasing traffic via SEO iscritical. Each month, internet usersmake 10.3 billion Google searches.

This is why your CMS should be adeptat handling Search engineoptimization (SEO), because organicsearch is one of the most crucialcomponents of generating leads. YourCMS must provide key SEOcapabilities such as Tagsmanagement, facilitate links tointernal pages on your site, and use apermalink structure that includeskeywords.

Engage

To complement your inboundmarketing strategy, a Web CMSprovides capabilities to enhancevisitor engagement.

Let’s consider how a CMS canpersonalize the visitor experience,and encourage interaction with othervisitors via user-generated content(UGC). Increasing visitor engagementvia personalization is critical.

A study found that 74% of onlinecustomers were frustrated whenwebsites offered up content that hadnothing to do with their interests.Thus, a good Web CMS can leverageknown data about visitors to create apersonalized experience.

Personalization can provide visitorswith more relevant content, and givethem the feeling that this site knowsjust what I want.

Measure & Refine

As we covered earlier, B2B marketersare well served by connectingelements of their marketingtechnology stack to their Web CMS:

- Web Analytics- Customer Relationship Management- Marketing Automation Platform- Predictive Lead Scoring- Multi-channels Attribution- There are a number of dimensionsfrom which marketers can measureresults and optimize their marketingacytivities.

As a starting point, theimplementation of multi-channelsattribution model to performmarketing acquisition and identifyprograms that generate the bestleads. With multi-channel acquisitionattribution model, you can assess, inreal-time, the programs and contentdriving metrics such as leads,opportunities and revenue.

***********************