Marketing is practically synonymous with digital marketing at this point. The interconnected nature of technology and our lives has made it almost impossible to differentiate the two.
And while the digital evolution has been good to us as marketers, opening doors and creating new opportunities for demand generation, we’d argue some put a little too much emphasis on the digital side of the equation.
When we think about marketing, we’re looking at the dollars generated and bottom-line results. It’s important to know what channels, tactics and campaigns were effective, but more often than not, it’s the incoming revenue and customer engagement that matter most.
Arketi’s integrated marketing gurus put their collective brains together to identify a few principles for upping your digital marketing game. These are the top five.
Digital marketing requires personalization – no ifs, ands or buts. Prospects and buyers want to know you recognize them not just for a potential sale, but also for the challenges and pain points they are looking to address.
That level of personalization goes beyond adding their name and brand to an email. Ideally, your personalization should reflect a comprehensive view of who they are, where they are in the sales cycle, how they got there, their industry and the specifics behind why they are interested in your product or solution.
It can be a lot. And, for some buyers, a little overwhelming. That’s why we think:
Poor-quality data costs organizations millions of dollars a year. This is especially true when it comes to your marketing database or CRM. Consider how many people have changed careers, retired or moved in recent years. If you haven’t cleaned your database in a while, it’s likely out of date.
Standing up a solid digital marketing campaign takes considerable time and effort, so why try interacting with buyers no longer on the receiving end? That’s a major waste – and can significantly impact marketing performance over time.
Make the most of your data by:
Perception matters. Regardless the size of your organization, the more places your business and brand are seen, the better you look.
And, unlike public relations, you’re in complete control. Digital marketing helps you get your message out there through advertising, content marketing, social media, sponsorships, emails and just about everything in between. You can reach narrowly targeted groups or broad populations, with just about the same amount of effort.
When you think about where to invest marketing resources, consider:
Savvy marketers don’t stand up stellar marketing campaigns and set them on autopilot. They shout about them from the rooftops, in meetings with executives, during company gatherings and everywhere in between. They live by the phrase “always be marketing.”
Now, some of the best marketers we know take that a step further. They don’t just market themselves; they make it easy for others to join in and add their voice.
Look at it this way:
Unsuccessful marketing is rife with those who continue to switch from one tech tool to another in search of “the next best.” This is great for our friends in martech, but it can lead to incredibly complex technology stacks, unclear data and inefficient marketing.
If you’re spending most of your time testing and buying the latest and greatest technology, there’s a good chance you’ll lack the time and resources to maximize their value once deployed. Not to mention the integration process itself.
Technology alone is never the solution, that’s why we recommend:
Marketers activate and enable growth for the businesses they serve. Modern technologies have opened the door to a brave new world of customer engagement and demand generation. And new channels continue to arise – have you visited the metaverse lately?
Let’s not take our eye off the ball. We must continue to focus on the needs and challenges of our customers and reflect those in our marketing campaigns and communications.
How is your B2B digital marketing program performing? Could it be strengthened using these five tips?
Let’s talk. Reach out to Mike Neumeier at 404.451.7832 or email@example.com.
WHERE MARKETING GENERATES REVENUE
When you work with Arketi Group, you collaborate with expert marketers, writers, designers and strategists to create transformative marketing programs that deliver real business value.
Let’s get started.