Post by account_disabled on Mar 5, 2024 10:52:44 GMT 5.5
My professional experience has always been linked in one way or another to marketing and technology. I started back in the nineties making my own websites and for third parties, and after a brief stint in the more technical part as a web developer, I got fully into the area of digital marketing and sales.
I have worked in the financial sector in business solutions ( Sage ) and am currently global marketing director at a startup that is revolutionizing the way Industry Email List we view and manage soil health in agriculture, Biome Makers.I love everything that touches the digital world and e-commerce, and whenever I can I collaborate with other projects such as Calulú , Canard Drones.To know which channels to use, the first thing is to know your client well, and the value you bring to them. Know how he interacts with the world, and from there, draw up a plan to send him the value that your service has for him, in the least intrusive way possible.
In this sense, an inbound marketing strategy that provides valuable content is usually the centerpiece. Using the appropriate channels for each type of service. If your clients are B2B and highly digitalized, LinkedIn is usually a good option . For other much more niche sectors , you have to go where they are found, that is, in a specialized forum or portal, with webinars or in fairs, magazines, etc.
The content strategy in B2B is one of the clearly different points compared to B2C. The “classic” idea of creating SEO-optimized articles that index hundreds of keywords in Google, generate visits, leads and ultimately, clients, does not work in most industries, due to the low volume of potential clients compared to the B2C. There are a large number of industries with a complex , niche sales cycle , very geographically located, and which only know a small core of companies. Here, more than in any other type of sector or type of client, it is necessary to focus on providing value, quality over quantity . Creating success stories, tutorials, customer service portals or frequently asked questions sections. And distributing said content in specific publications.
The key for me is how much value does what you put behind a form provide? How difficult is it to fill it in? Do you ask for the email or a dozen additional fields? We all understand that email is the price we pay to obtain relevant content, so make sure it is. Analyze the user experience, make most of the information open, and reserve a couple of pieces of relevant content behind a form.
The first thing is to align expectations and start by understanding the work and objectives of the other department. On the marketing side, we have to be able to transmit the value of what we are building from the beginning, to then be able to go through a process of optimization by sales, who in the end will be the ones that collect the interest generated. and transform them into clients. Regarding this, if we use the same communication environment and tools , we will have a lot to gain.
The essential tools are the obsession with understanding the customer and the ability to create relevant content . From there, everything else is help.If you have a low budget, a web CMS and a visual builder that allows you to easily implement landing pages with download forms and thank you pages is enough.If you are lucky enough to have more budget, Hubspot in its paid version is still for me the option with the best quality/price, especially for its ease of tracking user navigation and also using it as a CRM.
More (digital) branding, the lack of sector fairs and the saturation of messages makes it more difficult every day to create memorable experiences . Therefore, having a good brand is a value that will grow in importance.Regarding content formats , podcasts and hyper-specialized newsletters continue to gain followers.And a note, B2B marketing and B2C marketing share the same essence, Human to Human (H2H) marketing , so those brands that know how to connect with people beyond their position or function, will be those that know how to earn the hearts of their clients.
I have worked in the financial sector in business solutions ( Sage ) and am currently global marketing director at a startup that is revolutionizing the way Industry Email List we view and manage soil health in agriculture, Biome Makers.I love everything that touches the digital world and e-commerce, and whenever I can I collaborate with other projects such as Calulú , Canard Drones.To know which channels to use, the first thing is to know your client well, and the value you bring to them. Know how he interacts with the world, and from there, draw up a plan to send him the value that your service has for him, in the least intrusive way possible.
In this sense, an inbound marketing strategy that provides valuable content is usually the centerpiece. Using the appropriate channels for each type of service. If your clients are B2B and highly digitalized, LinkedIn is usually a good option . For other much more niche sectors , you have to go where they are found, that is, in a specialized forum or portal, with webinars or in fairs, magazines, etc.
The content strategy in B2B is one of the clearly different points compared to B2C. The “classic” idea of creating SEO-optimized articles that index hundreds of keywords in Google, generate visits, leads and ultimately, clients, does not work in most industries, due to the low volume of potential clients compared to the B2C. There are a large number of industries with a complex , niche sales cycle , very geographically located, and which only know a small core of companies. Here, more than in any other type of sector or type of client, it is necessary to focus on providing value, quality over quantity . Creating success stories, tutorials, customer service portals or frequently asked questions sections. And distributing said content in specific publications.
The key for me is how much value does what you put behind a form provide? How difficult is it to fill it in? Do you ask for the email or a dozen additional fields? We all understand that email is the price we pay to obtain relevant content, so make sure it is. Analyze the user experience, make most of the information open, and reserve a couple of pieces of relevant content behind a form.
The first thing is to align expectations and start by understanding the work and objectives of the other department. On the marketing side, we have to be able to transmit the value of what we are building from the beginning, to then be able to go through a process of optimization by sales, who in the end will be the ones that collect the interest generated. and transform them into clients. Regarding this, if we use the same communication environment and tools , we will have a lot to gain.
The essential tools are the obsession with understanding the customer and the ability to create relevant content . From there, everything else is help.If you have a low budget, a web CMS and a visual builder that allows you to easily implement landing pages with download forms and thank you pages is enough.If you are lucky enough to have more budget, Hubspot in its paid version is still for me the option with the best quality/price, especially for its ease of tracking user navigation and also using it as a CRM.
More (digital) branding, the lack of sector fairs and the saturation of messages makes it more difficult every day to create memorable experiences . Therefore, having a good brand is a value that will grow in importance.Regarding content formats , podcasts and hyper-specialized newsletters continue to gain followers.And a note, B2B marketing and B2C marketing share the same essence, Human to Human (H2H) marketing , so those brands that know how to connect with people beyond their position or function, will be those that know how to earn the hearts of their clients.