Crafting a Successful B2B Marketing Strategy

For many B2B marketers, the traditional marketing funnel that motivates prospects to self-identify and then move to a sales funnel, is ingrained in our minds. However, in the Age of the Customer, Forrester Research’s phrase for a customer-driven marketing landscape, the funnel has evolved to reflect a new customer expectation requiring sales and marketing to work in tandem.

With this in mind, B2B marketers must evaluate how their current B2B marketing strategy is aligned with the psychology of their buyer journey. In other words, B2B marketers must know how to craft a marketing strategy based on the predominance of the customer.

So, we have outlined a series of steps to follow when crafting a customer-centric B2B marketing strategy. Ask yourself and your team, “have we checked the following boxes when crafting our B2B marketing strategy?”

IDENTIFY TARGET PERSONAS IN YOUR B2B MARKETING STRATEGY

Going through the exercise to develop personas based on market and customer research is fundamental to understanding not only who is your audience but how to engage them in the buyer journey. Incorporating marketing personas makes websites two to five times more effective and easier to use by targeted users. However, only 44% of B2B marketers use buyer personas. So, ensure your B2B marketing strategy includes persona-based experiences that moves buyers forward in their journey with your brand.

MAP A PERSONA-BASED CUSTOMER JOURNEY TO DRIVE YOUR B2B MARKETING STRATEGY

Building out your influencer and decision personas to understand your target audience is only part of the process of laying a customer-centric foundation for your strategy. Next is to map the touch points of your buyer journey through all buyer stages. In order to close the loop from awareness to revenue it’s critical to know the touch points along the journey that are motivators and detractors in order to influence all parts of the customer experience. When developing your B2B marketing strategy answer the following, “How do I craft a strategy with the framework that aligns with your customer’s journey to gain clarity and define priority?”

DEFINE AND MEASURE B2B MARKETING STRATEGY GOALS & METRICS

Perhaps a no-brainer for a data-driven B2B marketer is clearly-defined metrics for success. With a heightened emphasis on personalization and customer experience (CX), B2B marketing goals and metrics must be established to measure the success of the marketing efforts supporting a customer’s progression through the buyer journey. Your B2B marketing strategy must outline how it will create direct contribution to revenue with a return and fuel high growth.

A recent case study example from one of our technology platform and services clients is Viewpointe, a leading private cloud managed services provider. Viewpointe was challenged with continuing to engage customers over the course of a 6+ month sales cycle. After clearly defining their B2B marketing goals, they aligned their content marketing plan with their persona-based customer journey. As a result, Viewpointe stayed engaged with their customers throughout the buyer journey and closed more deals. One way Viewpointe measured customer engagement lift was a 52% increase in persona aligned website content and 164% increase in blog content engagement from organic search referrals.

YOUR B2B MARKETING STRATEGY INCORPORATES ACTIONABLE INSIGHTS WITH SALES

Referring back to our earlier customer funnel illustration, the traditional hand-off from marketing to sales, with no feedback loop when a lead is “flipped over the fence to sales”, causing misalignment between B2B marketing and sales teams. In fact, 25% of B2B marketers have no idea what is their customer conversion rate. In the Age of the Customer, your marketing strategy should outline how to rip out the proverbial fence and instead encourage inter-team collaboration. Ensuring this marketing and sales alignment is crucial to creating a consistent customer experience along a buyer’s journey. Being intentional about sharing insights between teams is one way to encourage broad acceptance of a successful B2B marketing strategy execution.

YOUR NEXT STEP

With only 45% of B2B marketers confident that they have decent, if not high, levels of customer centricity, the time to is now to author your new B2B marketing strategy that elevates you above your competition.

Applying For WebDesign on Craigslist – What You Need to Know First

Are you an experienced web designer who is looking for employment? If so, you may decide to turn to Craigslist.org. Although most commonly associated with the buying and selling of goods, Craigslist also has a jobs section. You are likely to find many jobs listed, including those for web design. However, before applying, there are some important points you must take into consideration.

Many WebDesign are considered work-at-home opportunities and others are known as contract jobs. This means you aren’t necessarily an employee of the company in question. You perform work on an as-needed basis. Although there is always the potential to work your way up the company ladder to a full or part-time position, there are no guarantees. If you want the freedom to have a flexible schedule or are just looking to get some references for your resume, these jobs area ideal. Otherwise, set your sights on full-time or part-time work.

There are some scams that surround work-at-home jobs and contract positions. Most job scams aim to get your social security number or a fake training fee. With freelance work, like web design, you need to worry about someone using your designs and not paying for them. To prevent scams, many designers in your shoes workout a payment arrangement ahead of time. Most request a small down payment first. You don’t want to limit your moneymaking potential, but there is less risk with opting for an in-house or on-site web design job.

Craigslist search tools can help you get the most out of your job search. As previously stated, some web design projects are at-home contract based gigs. Meaning you may never meet your employer or visit their place of business. This also means you can live in Colorado Springs and work for a company based out of Long Island. Craigslist.org only allows you to search one location page at a time. If looking for contract or work-at-home design positions, this could take you hours or days. Instead, download a free search tool to search multiple cities, entire states, or nationwide listing at once.

Even if you want to search onsite WebDesign , a free search tool will help. You may live in between two cities listed or a hiring manager may mistakenly post a job under the wrong location. With a free search tool, you won’t have any problems finding a web design job. To get started, download the free Craigslist Reader from MotionT.com. In addition to multiple search options, receive email notifications of new jobs posted on Craigslist.

Determining Your Life Insurance Premium

When you’re purchasing life insurance, you don’t have much say about your insurance premium. It’s decided by the company and your only decision is whether or not to accept their offer.

However, there are some known factors that go into determining the premium. While you can’t control some of them, it will help you fill out your application and talk to the company intelligently if you know what they’re looking for.

Factors You Can’t Control

Age is a primary factor the helps determine your life insurance premium. Younger people will have the best premiums, as older people have a higher risk of dying.

Gender also contributes to your premium. Women usually go to the doctor more often than men, so they catch dangerous conditions earlier, and they typically live longer, so they will pay less for insurance.

Your health history also goes a long way when a insurance company is figuring out your premium. Any diseases you’ve had or have currently, as well as your family history of disease, are all contributing factors. It may be tempting to stretch the truth about your health history when applying for insurance. Doing this, however, puts you at risk for policy cancellation if the company finds out.

Showing that you have recovered from a life-threatening or serious condition, like cancer, or that you are taking care of something chronic, like diabetes, can help lower your premium, depending on the company and type of insurance you’re applying for.

The insurance company will also want to know if you have anything in your past that indicates you might engaged in risky behavior. This includes anything from bankruptcy filings to mental illness. Any risk you’ve demonstrated in the past will cause you to pay higher premiums.

Factors You Can Control

If you’re a smoker, you will pay more for insurance than a non-smoker. Note that this normally pertains to people who smoke regularly and not to those who smoke cigars or pipe tobacco occasionally with their friends.

In addition, your general physical condition, especially your weight, contributes to your life insurance premium. If you are over or under weight for your height, you will pay more. Those with a low-average weight will have the best premium.

What you do for a living and what you do for fun also help determine your premium. If your job is dangerous or you have potentially lethal hobbies (like extreme sports) you will pay more for your life insurance than an accountant who likes to read.

Finally, the amount of foreign travel, as well as the places you’ve travelled to and how long you’ve stayed there, also influence your life insurance premium. If you travel frequently and spend a lot of time overseas, your life insurance will cost more.

Purchasing Life Insurance

Hopefully, knowing these factors will help you as you seek the life insurance and life insurance premium that is right for you, your family, and your circumstances. If you have questions about how your particular insurance company handles one of the issues mentioned above, be sure to ask about it before you purchase the insurance.

How To Avail Flight and Hotel Packages for Cheap Tours?

Travelling by air is convenient as people get a host of opportunities during both international and domestic journeys. There has been a significant increase in the number of airlines around the world in the last two decades that has given globetrotters a wider range of options while checking international flight schedules. However, making a plan for a tour with family and friends can be quite expensive in modern days because of high conveyance charges and costly accommodation prices. These two sectors make up most of the expenses of a tour and high charges on these often desist people to take vacations. Vacations have become costlier just because of the impact of these factors. Nevertheless, few simple tactics can yield the best rates while planning out and excursion.

Plan Early

The first and arguably, one of the most important factors in determining the cost of the tour is planning efficiently. It has been found out after numerous surveys that making an outline of the tour well in advance can save thousands of bucks. It is understood that sometimes it is just not possible to chalk out an itinerary due to the suddenness of the trip. However, a pre-planned tour is always cheaper than a sudden trip just because of the fact that holidaymakers can start early. This also means that travellers can check the flight schedules and seat availability well in advance. Booking almost a month in prior to the actual journey has been found out to be cheaper by quite a margin; thus proving that an advanced planning reaps reduced trip charges.

Packages Combine the Best Options

Vacationers who are looking for the best travel prices can check websites, which are dedicated for this purpose. Such portals offer a plethora of opportunities to chalk out trips at the cheapest charges. Holidaymakers can choose from the package options, which chart out a precise itinerary to the number of attractions at a popular destination. Making reservations for flights and hotels separately can cost enormously more than booking them in a bulk. These flight and hotel packages make all arrangements regarding travel, food and accommodation during a trip and offer discounts; as a result reducing travel expenses.

Carry a Web Research Smartly

It is understood that while chalking out a trip or choosing a package, a detailed research is to be carried out on the web. It has been found out that often, travellers spend days researching on travel portals to hit upon the best itinerary. Some system protocol must be maintained to get the best rates and opting for the same. It has been suggested by frequent fliers that it is always wise to clear the history every time after a research session is conducted. Some of these websites have a way of tracking the system from where a number of surveys are being carried out at any point of time. Subsequently, the rates between the commonly searched destinations are displayed a bit higher than the actual. Clearing the history and cache negates such a chance and travellers are able to get the original rates.

These factors have a considerable impact on travelling in the modern age and the rates can be reduced by following these steps. However, all said and done, vacationers should keep in mind that a lot depends on the circumstances and chances and also some other terms as well.