Anyone who thinks B2B digital campaigns consist only of whitepapers, eBooks and reports is very much mistaken. As well as actions aimed at B2C, a good digital marketing strategy for the corporate audience also contemplates the most varied content formats.
Whether it is to position the brand or to generate and nurture leads, actions involve blog, social media posts and newsletters. In addition to apps,, webinars, branded content, and other types of information to the stakeholders.
Besides that, B2B digital campaigns can also take on a more informal tone in the messages than you might think. But if the tactics differ little, you may be wondering: what really changes when my business is B2B oriented and I need to plan a digital campaign?
REACH AND DURATION
Unlike B2C, B2B digital campaigns take a longer time to deliver results. That’s because, in addition to reaching a leaner audience, actions take much longer time to deliver conversions.
It is not enough to just convince the marketing officer of your prospect, because the action is susceptible to the decision processes of a company. Among them, we can mention the analysis of the department of finance, legal and security. And other hierarchies that evaluate and advise an internal acquisition request in a company.
To be most successful in this process, B2B digital campaigns must consider a company’s entire buying journey. It also relates actions correctly to the different stages of the sales funnel. It should also be emphasized that the central focus of the strategy always must be on the consumer.
B2B DIGITAL CAMPAIGN CONTENT
B2B digital campaigns can be developed for various market segments. A small business, for example, can work with blog posts and even co-branded actions. A large company can generate technical content with data and projections of the segment in which it operates, drawing the attention of C-Level decision makers and fostering opportunities.
In this text, you will find the main content formats for nurturing and lead generation. But in order for being well targeted and assertive, a plan needs to be worked out. This is why many companies choose to hire agencies instead of doing the service on their own. That’s because, with a team of experts, you can extract valuable insights from the marketing department and analyze data to create more strategic actions.
Refinement involves the entire campaign process, from support for targeting audience and personas to performing actions and reporting the results. This entire planning can also cover other departments of your company, such as Sales, Security, Human Resources, among others. What determines each case is the ultimate goal of the campaign.
KPIs used to analyze the results of B2B digital campaigns must respect the maturity of the actions taken. This period can last up to a year, depending on the tactics adopted. It’s no use raising the lead qualification total in three months if the planning foresees this result after one semester, for example.
The most important thing is to keep the actions going, analyze weaknesses, seize opportunities and refine planning constantly. This all requires close monitoring of overall campaign performance, market changes and competitor’s performance.
Today, for example, most executives conduct consultations via smartphones. Therefore, actions need to be responsive or even fully dedicated to mobile. When it comes to messaging, exploring certifications and awards can be a great idea to highlight the value of your product — especially for more rigorous and complex process prospects.
In this issue of “Meio & Mensagem”, many professionals comment on mistakes, hits, channels, investment, ROI and other aspects that is related to B2B digital campaigns. Published in 2018, the report proves that digital transformation is no longer a trend, but a real practice — for both B2C and B2B businesses.