How could having a B2B digital marketing strategy help your business?
A B2B digital marketing strategy helps guide every digital marketing tactic towards the same set of goals. It’s easy for employees to start executing tactics independently of each other and under the radar of any corporate governance. A digital strategy tells everyone in your organization a clear direction and prioritisation of your digital marketing activity.
The process of preparing a B2B digital marketing strategy is just as valuable as having the finished document. In your B2B digital marketing strategy, you need to understand who your audience is and what they want to talk to you about. This tells you what content you need to produce, how to .reach your audience and how you can measure success.
Despite the fast adoption of digital by B2B buyers, B2B vendors are falling behind with less than 25% of B2B executives understanding the impact digital is having on their industries (source). A B2B digital marketing strategy is a tool for building this understanding among executives. When compared the B2C businesses, B2B businesses are behind in digital strategy, organizations effectiveness, digital skills, and digital culture.
Establishing a B2B digital marketing strategy helps organizations to evaluate their own businesses, both its strengths and weaknesses. A digital marketing strategy also requires a business to look outwards at the industry and direct competitors. A digital strategy helps to guide a business forward with awareness of all factors that will influence the business.
A B2B digital marketing strategy isn’t just a document that gathers dust. Businesses with a digital marketing strategy have owners responsible for delivery. Unlike businesses with no documented strategy, having a digital marketing strategy provides accountability for delivery.
Ultimately a B2B digital marketing strategy is a map for the business. The act of writing the strategy adds value, having one in place that guides all tactics even more so.
Most marketers don’t have a digital strategy. Having one could help you win.
Digital marketing gives you access to a vast number of new tactics which you can use to generate demand and awareness. However, the route to poor ROI and failure is deploying these tactics without a strategy. Digitally helps you to develop a strategy and identify which marketing tactics you should use to deliver that strategy.
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