Use audience intelligence to deliver actionable insights
The future of B2B marketing rests on audience intelligence. This simply means that marketers need to understand their audiences first, then build content and marketing programs that will resonate and add value with those groups.
There are several social media platforms that can help identify and segment audiences. A good example of this would be Audiense. Their technology applies machine learning to identify and segment audiences by analysing connections as well as clustering topics. The main advantage of clustering the topics is that it will allow you to be able to further analyse each topic, at a far deeper level. Whether this be demographics and geography or deeper with interests and media consumption.
Reach audiences with the right content at the right time with data driven storytelling
The term “data driven storytelling” is overused, and, the reality is that while most marketers are using data in some way, very few are turning those insights into action. So, what does data driven storytelling look like? It is analysing and understanding your audience before you establish your narrative.
Every business put together a series of personas or target audiences whom they plan to address with their marketing message, but most of the time these personas are based on assumptions, or downloaded from a template online. Very few brands dig deeper and conduct research on their target audiences outside of the standard customer journey.
Effective storytelling combines social/web/media data with primary research in an effort to find whitespace in the market, or extract that “human truth” that your brand can own.
Ushering in a new channel of storytelling with employee advocacy & social selling
B2B brands are beginning to realise the impact of employee driven content, and how it can influence others through the purchase funnel. Data from Aberdeen Group indicates that 72% of salespeople who use social selling as part of their process outperform their peers, and exceed quota 23% more often. The same study also states that 79% of firms have reported an increase in online visibility after implementing a formal employee advocacy program.
It is clear from the research that employee advocacy is becoming a more established business practice. When it comes to trust and credibility we know that employees are impactful, authentic and influential online. We also know that B2B buyers are the “most marketed to” group on the internet today – and that they filter out marketing messages 100% of the time. They do, however, pay attention to content shared by people like themselves – engineers, developers and IT leaders. This is a key opportunity for B2B brands.
So, that was 3 ways that you can truly win at B2B marketing, I hope this was an informative blog and you have learnt a lot from it.