What's the Difference between B2B & B2C Marketing Automation

What AI means To B2B Marketing Strategies

February 11, 2025/in Articles, B2B Marketing, Blog, Directors, Marketing Strategy /by Nicole Wagner

Artificial intelligence is no longer just a concept explored through pop culture; it’s a very real thing that has become increasingly prevalent throughout society, even in the creation of B2B marketing strategies. In fact, the use of AI is practically commonplace now. For example, the use of AI is what allows Amazon to recommend personalized products based on your buying and browsing habits. It also allows your GPS to provide you with the best possible route. For business owners and marketers, AI has also become essential to improving B2B marketing strategies.

The Benefits of AI in B2B Marketing Strategies

The following are just a few ways that the use of AI can help to improve B2B marketing strategies:

Improve the customer experience via personalization

Businesses no longer directly interact with brands when they are doing product or service research. This means it can be difficult to mine information from potential clients or business partners. The use of AI technology for B2B Marketing can help you collect data that provides insight into the behavioral patterns of both existing and potential clients or partners. This means that your marketing efforts no longer have to be limited to certain sectors, you’ll be able to target specific businesses with messages designed to provide solutions to their specific needs, thereby improving the customer experience as well.

Improve your marketing strategy

The use of behavioral analysis and machine learning can help you to better understand what the pain points of your target audience is. Behavioral analyses also allows you to craft a more effective marketing strategy to reach and convert that audience.

Save money by saving time

The use of AI technology means that you don’t have to spend hours analyzing data. This type of data can be collected and analyzed by AI programs for you. It will allow you to dedicate more time to other aspects of your business.

Improve results with lead scoring

Trying to chase down every lead is typically a waste of time since not all leads are equal. The use of AI for b2b marketing strategies can allow you to score your leads using all of the behavioral data that you’ve collected. This, in turn, allows you to pinpoint businesses that are much more likely to convert. It allows for a better use of your resources since you can identify the best prospects and prioritize your most promising accounts.

The use of artificial intelligence will help to improve your B2B marketing strategies in any number of ways, whether it’s by helping you to collect and organize more valuable data that can be used to more effectively target qualified leads using personalization, or simply being able to make better use of your resources. Be sure to visit us at Stevens & Tate to take advantage of our free downloadable marketing tools, which can be leveraged to help improve your B2B marketing efforts.

For more resources on Attraction Marketing, click here.

Difference Between B2B and B2C Marketing Automation

January 7, 2025/in Articles, B2B Marketing, Directors, Marketing Strategy /by Dan Gartlan

Marketing automation offers a company the chance to centralize most of its marketing activities into a single software platform and to automate it to an extent. This centralization appeals to both B2B (business to business) and B2C (business to consumer) companies. However, there is a difference between B2B and B2C marketing automation due to fundamental differences between the two groups.

Why Is Marketing Automation Between B2B and B2C Different?

Effective marketing addresses each customer’s individual goals and needs. This remains true whether the customer is B2B or B2C. Because these groups have differing goals and needs, the way you market to them has to be different. As a result, the following differences remain when you use marketing automation:

The marketing focus differs:
- With B2B, the focus is on generating leads and keeping their subscribers engaged throughout the longer sales cycle.
- With B2C the focus is on building the brand.
The tactics used are different:
- B2B marketing delivers content that positions the company as an industry leader, while nurturing the lead in the sales process.
- B2C marketing is about the customer journey and making data-driven recommendations for products or services.
The tone of the messages is different:
- B2B messages are to targeted groups at different stages of the sales cycle.
- B2C messages are more personal and highly relevant to the individual.

Also Read: Top 5 Benefits Of Marketing Automation

Difference Between B2B vs B2C Marketing Automation

With all the differences between B2B vs B2C Marketing Automation, it’s easy to see why their marketing automation needs differ as well.

Communication channels. While both B2B and B2C businesses rely on email for marketing, the B2C use other channels as well. Text messaging, push notifications and retargeting are just a few examples. The B2C marketing automation solution needs to handle these additional channels.
Data used. B2B consumers are businesses that have specific needs. Marketing data for this group would include approximate company size, industry, point of contact and specific needs. B2C consumers are individuals with specific tastes. Marketing data for this group includes age, gender, purchase history and frequently visited product categories.
Features needed. B2B companies need help with nurturing their leads through the sales cycle. They want features like lead scoring and integration with their CRM system. B2C companies want to retain the customers they get, so they want features like reputation management, retargeting and retention marketing.
Marketing focus. B2B marketing focuses building the one-on-one relationship. B2C is more about building the brand and building mass appeal.
Pricing. B2B automation is priced based on the number of contacts managed within the system. B2C automation is priced based on the volume of data. It is not uncommon for B2B automation to have only 100 contacts in the system while B2C has thousands.

Also Read: Differences Between B2C and B2B Email Marketing

The differing approaches of B2B and B2C marketing lead to their different marketing automation solutions. Trying to substitute one strategy for the other is difficult, due to different features and pricing structures. If you need help finding the right solution for your business, contact us at Stevens-Tate.

a marketer is using ai to manage Facebook ads

Meta AI Tools in Facebook Ads: A Game Changer for B2B Marketing Campaigns

December 24, 2024/in Articles, B2B Marketing, Directors, Marketing Strategy, Trending /by Dan Gartlan

AI is revolutionizing digital marketing, and Facebook Ad Manager, backed by Meta AI innovations, is at the forefront of this transformation. With advanced AI tools, Facebook is enabling B2B marketers to enhance campaign management, improve ad creative and achieve better results. This blog highlights the most impactful AI-powered features in Facebook Ad Manager and examines how these innovations are reshaping B2B advertising.

The Newest AI-Powered Video Editing Feature (Testing)

Meta is currently testing innovative AI-powered video editing tools designed to simplify content creation for advertisers.

Video Expansion: Automatically expands video frames by generating additional pixels, making content compatible with various placements (e.g., Instagram Stories, Facebook Feed) without manual resizing.
Image Animation: AI transforms static images into dynamic animations, enabling businesses to create eye-catching video content even when original footage isn’t available.

For B2B marketers, these tools are game-changers: they reduce production costs, save time and maximize the impact of video ads. With these capabilities, B2B brands can now deliver professional, dynamic content without the need for expensive video production teams.

Automated Creative Recommendations and Dynamic Content Placement

Facebook’s AI simplifies the creative process with automated recommendations and dynamic content delivery.

Creative Recommendations: AI suggests optimal ad creatives by testing variations of headlines, images and text to identify what resonates best with your audience.
Dynamic Content Placement: AI ensures ads are tailored to different placements (Stories, Feeds, Reels), automatically adjusting creatives to fit each format seamlessly.

For B2B campaigns, this means delivering the right message to the right audience at the right time, enhancing engagement and driving conversions with minimal effort.

Also Read Enhancing Creative Output in Your Advertising Strategy

AI-Assisted Content Creation

Generative AI tools in Facebook Ad Manager allow marketers to create multiple ad variations quickly and efficiently.

Automate background changes or minor tweaks in visuals to improve creative consistency.

This innovation is particularly useful for B2B marketers managing large-scale campaigns, as it reduces manual effort while ensuring creative quality remains high.

Smart Audience Insights

Facebook’s AI tools offer deeper audience insights by analyzing behaviors, preferences and engagement trends.

Smart insights identify which messaging, creatives and targeting approaches work best for specific B2B audiences.
Marketers can refine their strategies to improve personalization and ensure ads resonate with their target audience.

These insights empower B2B marketers to make data-driven decisions and create highly targeted campaigns that align with audience expectations.

Also Read Do You Know Your AIQ? Key AI Marketing Strategy Insights for Every Marketer

Audience Targeting and Optimization

Leveraging insights from smart audience data, Meta AI then enhances audience targeting by analyzing trends and forecasting user behavior.

Smart Audience Segmentation: AI identifies high-value audience segments and ensures ads are shown to the most relevant users.
Predictive Targeting: AI learns from past campaign performance to refine targeting strategies for future campaigns.

For B2B marketers, this means reaching key decision-makers, industry professionals and niche audiences with precision, improving ROI and reducing wasted ad spend.

Campaign Budget Optimization (CBO)

Campaign Budget Optimization (CBO) is an AI-driven feature that automatically allocates your budget across ad sets to maximize performance.

CBO analyzes campaign data in real time and adjusts budget allocation to the best-performing ad sets.
For B2B marketers running multi-segmented campaigns, CBO ensures budgets are optimized without the need for manual adjustments.

This feature enables businesses to achieve the best results for their budget while saving time on campaign management.

Also Read Optimizing Your Advertising Budget: 5 Essential Factors for Success

AI-Powered Analytics and Reporting

AI in Facebook Ad Manager doesn’t stop at campaign execution; it also enhances reporting and analytics.

Real-Time Insights: AI continuously analyzes campaign performance and provides meaningful insights to help refine strategies and improve results.
Outcome Predictions: Predictive analytics help forecast performance and guide optimization strategies.

For B2B marketers, these tools simplify decision-making and ensure campaigns are consistently refined for better outcomes.

Some Final Thoughts

Facebook Ad Manager’s AI-powered features are transforming how B2B marketers create, manage and optimize ad campaigns. For B2B businesses, leveraging these AI tools means achieving higher ROI with less manual effort. As Meta AI in Facebook ads continues to evolve, staying ahead of these trends will be critical for businesses looking to maintain a competitive edge in the digital advertising landscape.

two influencers recording their product reviews

Influencer Marketing Campaigns(B2B): The Shift to Authenticity

December 11, 2024/in Articles, B2B Marketing, Directors, Marketing Strategy, Trending /by Dan Gartlan

Influencer marketing campaigns have long been a core component of business-to-consumer (B2C) strategies, but it’s less commonly associated with B2B businesses. This is largely because B2B marketing often focuses on persuading decision-makers rather than entertaining a broad consumer base. However, it’s worth remembering that every member of a procurement team is more than just a professional—they’re also individuals who might be parents, football fans or podcast enthusiasts. This human element is where the opportunity for B2B influencer marketing lies.

The Unique Nature of B2B Influencer Marketing

B2B audiences aren’t looking for the next trending product—they’re searching for solutions to complex challenges, making authenticity essential. Instead of focusing on mega influencers with high follower counts, B2B businesses can gain more value by collaborating with niche experts, thought leaders and industry insiders who have the trust and respect within their fields.

With longer decision-making cycles and multiple stakeholders involved, B2B influencers who can simplify technical concepts, demonstrate real-world applications and offer practical insights bring far greater value than a standard product endorsement.

Also Read How To Use Social Media To Drive B2B Sales

Without further ado, let’s dive into the emerging trends and the future of influencer marketing:

Authenticity in Action

Trust and authority are crucial in B2B transactions, where decision-makers are more likely to connect with and be influenced by content from reliable, authoritative sources. With their industry expertise and established credibility, B2B influencers bring a level of trust that traditional advertising cannot achieve. Their endorsements can play a pivotal role in shaping supplier perceptions and influencing purchasing decisions.

Rise of Micro-Influencers in B2B

influencer getting likes on social media While celebrity influencers dominate B2C marketing, micro-influencers are emerging as leaders in the B2B space. These influencers often specialize in specific industries or niches, bringing a high level of expertise and relevance to their content. For B2B brands, this provides the opportunity to collaborate with individuals who deeply understand the field or sector in which your business operates.

Why Micro-Influencers Work in B2B:

Higher Credibility: They bring authentic, firsthand knowledge that resonates with technical or specialized audiences.
Engaged Networks: Their followers trust them for practical advice and insights, not just surface-level endorsements.
Tailored Communication: They can address specific challenges, making their content more relevant to B2B buyers.

Also Read Micro Influencer Marketing Benefits

Thought Leadership as the New Influencer Model

In the B2B world, influencer marketing campaigns often go hand-in-hand with thought leadership. Rather than focusing on product promotion, B2B influencers enhance brand awareness by articulating your company’s vision and values through insightful content, meaningful discussions and compelling presentations. This approach not only reinforces your brand’s authority but also helps build stronger, more authentic connections with your audience.

Formats That Work:

Webinars and Virtual Events: Partnering with an influencer to co-host discussions on industry trends or best practices.
White Papers and Case Studies: Co-creating in-depth content that demonstrates expertise and the practical value of your solution.
LinkedIn Collaboration: Leveraging LinkedIn’s professional network to share authentic, high-value content that drives engagement.

Also Read Marketing on TikTok: Strategies to Engage the TikTok Generation

Long-Term Partnerships: Building Lasting Influence in B2B

In the B2B world, quick, one-off influencer collaborations often fall flat. Long-term partnerships, on the other hand, are far more effective at building trust and driving meaningful results. Collaborating consistently with one or a select group of influencers creates a steady stream of content that helps establish a solid foundation. These ongoing partnerships allow influencers to gain a deeper understanding of the brand’s products, values and audience, resulting in content that is more authentic and relevant.

Why Long-Term Partnerships Work:

Deeper Understanding: Influencers gain insight into your business, enabling them to craft content that speaks directly to your audience’s pain points.
Increased Credibility: Ongoing collaborations demonstrate the influencer’s genuine belief in your solution, strengthening their advocacy.
Consistent Messaging: Repeated exposure to the influencer’s content helps reinforce your brand message over time.

The Role of Technology in B2B Influencer Marketing

Technology will play a critical role in enhancing authenticity in B2B influencer marketing campaigns. It enables brands to identify the right influencers, measure campaign success more precisely and deliver engaging, innovative content.

Key Trends to Watch:

AI-Powered Influencer Identification: Advanced AI tools can analyze factors like audience engagement, content relevance, and alignment with brand values, helping B2B marketers find influencers who truly resonate with their niche audience.
Data-Driven Campaigns: Instead of relying on surface-level metrics like views or clicks, technology enables B2B companies to measure success through more complex data, such as lead quality, audience sentiment and deal conversions.
Augmented Reality (AR) Demos: AR technology allows influencers to demonstrate products or solutions in real-time, interactive formats, bridging the gap between abstract concepts and practical applications.
Blockchain for Transparency: Blockchain technology is emerging as a key tool to ensure transparency and trust in influencer marketing. By verifying influencer credentials, tracking campaign data and validating performance metrics, it strengthens accountability and builds greater confidence in partnerships.

How Green Marketing Can Build Brand Loyalty

December 4, 2024/in Articles, B2B Marketing, Content Marketing, Directors, Marketing Strategy, Trending /by Dan Gartlan

Today’s customers are not just buying products; they are buying into the brands. That’s why green marketing is more than a nice-to-have—it’s a powerful strategy for building brand loyalty with eco-conscious consumers. With more people prioritizing sustainability, brands have a unique chance to stand out by taking genuine, impactful steps toward environmental responsibility. When you commit to green marketing in ways that align with your brand values and openly communicate your progress, you create deeper connections and lasting loyalty.

Need More Reasons to Go Green?

Sustainability is often discussed in terms of its environmental benefits, but what about its impact on human health? The truth is, going green offers numerous advantages for our well-being. Sustainable practices like reducing pollution, using non-toxic materials, and conserving natural resources not only help create healthier ecosystems but also contribute to cleaner air, water, and soil. By supporting green efforts, your business is playing a role in ensuring a healthier future for all.

Sustainability Trends in Marketing

Here are some key trends shaping the green marketing landscape:

• Circular Economy Marketing

Traditionally, businesses have focused on increasing sales and market share through a linear economy model, which relies heavily on the extraction and disposal of resources. However, its negative impact on the environment, society, and long-term business sustainability is driving a shift toward a circular economy. Circular models, such as resale, repair and reuse, enable businesses to grow revenue while reducing dependence on finite resources. This strategy reduces costs, cuts greenhouse gas emissions and strengthens customer loyalty while meeting business goals.

• Green Influencers

Social media influencers have long played an important role in shaping consumer behavior. With the growing emphasis on green marketing and environmental responsibility, eco-conscious influencers are gaining prominence. Partnering with these personalities can add credibility and extend the reach of your sustainable marketing initiatives, effectively aligning your brand with values that resonate deeply with environmentally aware audiences.

• Sustainable Digital Marketing

Unlike traditional methods such as direct mail and printed materials, digital marketing provides a sustainable alternative that significantly reduces environmental impact. Leveraging platforms like email newsletters, social media, and targeted online ads allows brands to promote sustainable products and behaviors while minimizing the carbon footprint.

• Customer Education and Empowerment

Spread the word about green marketing to your brand’s audience. It’s a great opportunity to educate customers on the importance of sustainability and how your products contribute to the environment. Many brands are using interactive content, events, and workshops to engage and inform customers. This not only strengthens your connection with eco-conscious customers but also helps those less familiar with sustainable practices, empowering them to make more informed, environmentally friendly choices.

Also Read Customer Engagement Strategy

Practical Strategies for Building Brand Loyalty Through Green Marketing

Here are strategies that can make your green marketing efforts more effective:

• Product Design & Innovation

Sustainable practices should begin at the design stage. By making products more long-lasting, easily repairable, compostable, and safer for transportation, brands can reduce social, environmental and economic impacts from the outset. Designing with eco-friendliness at the core signals a commitment to both quality and sustainability, showing customers that your brand values the planet as much as it values its products.

• Promote Green Values in Advertising

If your brand is making a positive impact on the environment, let people know. Use your advertising channels to clearly communicate your commitment to sustainability. Whether through digital ads, print materials, or social media campaigns, put your eco-friendly practices at the forefront. Featuring these efforts in your ads helps raise awareness of your brand’s environmental values.

• Highlight Sustainability Through Content Marketing

Highlight your brand’s green initiatives across all customer touchpoints. This can include blog posts, white papers, case studies, videos, newsletters, and more that emphasize your commitment to sustainable practices. These content assets keep customers informed, engaged, and remind them of their role in supporting eco-friendly initiatives.

Also Read Content Marketing Misconceptions

• Collaborate with Eco-Friendly Brands

Teamwork can drive greater results than going solo. Partner with like-minded businesses to co-host events, run joint marketing campaigns, or cross-promote each other’s products. These collaborations can amplify your brand’s reach, enhance credibility, and show your customers that sustainability is a shared value.

• Community Involvement

Connecting with communities over environmental causes can deepen your brand’s impact. Consider sponsoring eco-friendly initiatives or supporting local sustainability efforts. When consumers see that your commitment goes beyond profit, it fosters a shared purpose that builds trust.

Also Read Brand Marketing Strategy: Community and Advocacy

• Carbon Offset Programs

If you’re looking to elevate your green marketing efforts—or if product changes are limited—implementing a carbon offset program can be a powerful way to reduce your environmental impact. Offsetting emissions and working toward carbon neutrality demonstrates a genuine, long-term commitment to sustainability, which resonates strongly with today’s environmentally conscious consumers.

An Example of a Successful Green Marketing Effort

Green marketing is all about taking tangible steps toward sustainability and openly sharing those efforts with your audience. Patagonia is a great example of how green marketing can foster an authentic connection and empathy with consumers. Through a dedicated website that showcases their sustainability efforts, they regularly update customers on their progress, future goals, and stories about their initiatives and impact. This transparency has played a key role in earning them significant customer loyalty.

Patagonia Website

Measuring the Impact of Green Marketing on Brand Loyalty

To ensure green marketing is delivering results, focus on long-term KPIs rather than short-term metrics. Customer lifetime value, repeat purchase rates, and sentiment analysis are essential in evaluating loyalty. Additionally, create a feedback loop to gather customer thoughts on your initiatives; their input can be invaluable in refining your approach.

How To Use Social Media To Drive B2B Sales

November 15, 2024/in Articles, Attraction Marketing, B2B Marketing, Directors, Social Media /by Nicole Wagner

In spite of the enormous success of social media marketing, many B2B companies still haven’t successfully jumped on the social train. This because many B2B companies are unsure how to utilize their social media platforms to the best of their advantage. Sharing will help alot, when it comes to attraction marketing.

Social media channels enable you to reach a wide net of potential customers and connect with individuals on a more personal level. More people are using these platforms to research potential purchasing decisions. Therefore, your posts should be educating potential buyers about what you have to offer and showcasing why you’re an authoritative source. Despite what you may have heard, you don’t have to post memes or funny videos to stand out.

If you’ve put your social media strategies on the back burner, you’re missing out on a great opportunity. Here are some ways to improve B2B sales via social media:

How to reach your target audience:

The first step in developing your social media strategy should be to develop a roadmap of whom you want to send your social media messages to. This outline will help you reach the right people at the right time and ensure your messages won’t be lost in all of the noise. Your outline should include the messages you wish to send to your target audience. You’ll want to ask yourself the following:

Who is your audience?
What social media platforms do they use?
What is the end goal of your social media posts?

Once you’ve developed your plan, it’s time to set your posts into action.

Read More: B2B Branding Tips For The New Buyer

How to target businesses on social media:

When most people think B2B sales and social media, they think of Linkedin. While LinkedIn is known as the top social platform for businesses, this doesn’t mean other platforms should be ignored. Social media isn’t solely about generating B2B sales leads; it’s also about strengthening your brand awareness.

With social media, you’re able to humanize your brand by personally engaging with your audience. Since most people are turning to Facebook, Instagram, Pinterest, and Twitter, to look for solutions to their problems, your company should be visible on these platforms and ready to assist them.

How to cater your message to businesses:

Social media is a great place to showcase your brand’s level of expertise and gain trusted adviser status. Since most buyers are 60% into the buying decision before they even reach out to a sales representative, your posts should reach them early on in their journey. You can do this by posting helpful and educational content that will nudge potential customers along the sales cycle without seeming “pushy”. Case studies, blogs, product demos, and videos are great ways to initially convey your messages to your audience.

Read More: Customer Engagement Strategy

How to turn interest into a lead:

Like all marketing, social media marketing’s end goal is to generate qualified leads. All of your posts should have a content offer or call-to-action in order to urge your visitors to take steps toward purchasing. Make sure all of your social media platforms redirect to your website, and vice versa. Easy navigation is key to successful online marketing.

Your company’s social media marketing will be successful if you create personal relationships with your customers and provide them with valuable and educational content. Social media gives you the opportunity to reach a larger audience than ever before. Take this opportunity and run with it!

digital cotent marketing for manufacturer

Boost Your Manufacturing Growth with Digital Content Marketing

October 8, 2024/in Articles, B2B Marketing, Content Marketing, Directors, Marketing Strategy /by Dan Gartlan

Have you read tons of digital content marketing advice, only to find that most of it doesn’t quite fit your industry?

That’s because many resources tend to focus on sectors that target broader consumer bases. However, manufacturing is a whole different ballgame—it often serves niche markets with specific needs. That’s why a solid digital content marketing strategy for this sector should prioritize showcasing technical expertise, navigating longer sales cycles, and targeting distinct B2B audiences. And that’s where content marketing comes in—it’s a powerful way for manufacturers to offer valuable insights, educate potential buyers, and build trust.

So, if your answer to the opening question is yes, this blog might just hold the solutions you’ve been searching for.

In this post, we’ll cover four key content marketing strategies:

Blog Posts & Educational Content
Video Marketing
Case Studies & White Papers
Social Media Presence

And, we’ll explore three major benefits:

Lead Generation
Better Customer Insights
Cost-Effective & Measurable

Ready to unlock new growth? These strategies will get you there!

Key Digital Content Marketing Strategies

First, let’s explore the types of content strategies manufacturers can leverage to boost brand growth:

1. Blog Posts & Educational Content

If your business doesn’t have a blog, it’s definitely worth considering. In fact, B2B companies that use blogs often generate more leads than those that don’t. It provides a great platform for explaining complex processes and technical products in a way that’s easy to grasp. For instance, in the manufacturing sector, a company could publish a series of blog posts on best practices for maintenance or the latest technology trends. Not only can these blogs help develop an online presence, but they can also establish expertise and attract more qualified leads! Just remember, it’s important to target these posts to the key stages of the buyer’s journey. By doing so, you can ensure that the right content reaches the right audience at the right time.

Also Read Marketing Blog tips to Supplement your Digital Strategy

2. Video Marketing

For the most part, people are visual learners; we love pictures, graphics, and videos. That’s where video marketing comes into play! If your content efforts include videos, chances are some customers will click on them. It’s a fantastic way to highlight a company’s expertise and products. For example, a manufacturer of industrial robots could create video demonstrations showing how their robots operate on an assembly line. Additionally, these videos could highlight customer testimonials, showcasing how the product has improved efficiency in real-world applications.

Also Read Three Videos Every B2B Website Should Have

3. Case Studies & White Papers

There’s nothing quite as persuasive as a well-researched white paper or an in-depth case study. You can use them to highlight how your manufacturer’s products or services have successfully addressed challenges for other clients. For instance, an eco-friendly packaging supplier might create a case study that highlights how a customer reduced plastic waste by making the switch to their products. Meanwhile, the long-form format of a white paper allows for detailed technical specifications and quantifiable results. This makes them invaluable resources for decision-makers during the research and consideration stages.

Also Read Top Benefits of Using Case Studies For Your Business

Many brands are using social media to engage their audiences, grow their market share, and boost sales—so why not let manufacturing join in on the fun? While your company may already be leveraging platforms like LinkedIn to share industrial articles, there’s so much more social media can offer. A company specializing in renewable energy components could engage with followers by sharing industry insights, participating in discussions about sustainability, and posting videos from trade shows. This approach fosters real-time feedback and builds stronger relationships with both prospects and existing clients.

Also Read 5 Ways To Optimize Your Social Media

What Are the Benefits?

How does digital content marketing translate into growth for manufacturers? It boils down to three main advantages:

1. Lead Generation

When potential customers come across articles, videos, or case studies that resonate with their needs and pain points, they’re more inclined to engage with your brand. This not only helps build trust but also transforms them into more qualified leads, encouraging them to progress further along their customer journey.

Also Read Perfect Your Inbound Marketing Strategy With Lead Nurturing

2. Better Customer Insights

By analyzing metrics such as views, shares, and comments, you can see what topics resonate most and what challenges your customers are facing. This information allows you to refine your content strategy, making it more relevant and tailored to your audience’s needs. Ultimately, understanding your customers better helps you create content that truly speaks to them, fostering stronger relationships and improving their overall experience with your brand.

Also Read Customer Engagement Strategy

3. Cost-Effective & Measurable

Unlike traditional methods, digital content marketing provides measurable results, enabling businesses to fine-tune their strategies and allocate resources more effectively. Plus, it typically costs less than traditional advertising while delivering higher returns, making it a smart investment for companies looking to maximize their impact.

Also Read Six Cost Effective Marketing Strategies To Grow Your Brand

Embrace the Digital Shift!

Gone are the days when you could only stand behind the stage; embracing digital content lets you step into the spotlight and connect directly with your audience’s interests and challenges.

The kicker? The digital landscape is always evolving, so staying agile and on top of trends is key.

What’s the bottom line? Applying these digital content marketing strategies will transform how you navigate the manufacturing world. Don’t wait—seize the opportunity to stand out and thrive in the digital age by turning your efforts into a powerful, lasting strategy for success!

Three Videos Every B2B Website Should Have

June 27, 2024/in Articles, B2B Marketing, Directors, Media, Video Marketing /by Mark Beebe

Research shows that relevant, compelling content is a key ingredient for making your website stand out. While some websites may have great landing pages, they may lack other types of content. If you want your B2B website to beat the competition and increase sales with an effective video marketing strategy then you should include these 3 video types.

Visual is rapidly becoming the most effective technique in the web marketing mix. Video content can increase your online traffic by more than 40%, as it adds personality, digestibility, and context to your website. Here are three types of video you should include in your website in order to increase search engine visibility.

Three Types of Video for B2b Website

1. Customer case studies

A great way to market your business is through word-of-mouth from satisfied customers or business associates. Referrals enhance the element of trust that potential clients are looking for in a business. To create a case study video, request some of your satisfied customers to create a case study video, where they can describe the services or products that you offer and express their satisfaction. A case study video could convince your undecided leads that your business is the right fit for them.

[Read about Integrating Story Branding With Your B2B Marketing Strategy]

2. Your team in action

You can increase your prospects by visually portraying how your company performs a service. Potential clients want to know if you have the resources and the expertise to meet their expectations, and you can prove this via video. If you provide manufacturing services, for example, you can capture how specific machinery works. If you’re a marketing agency, you can post a video demonstrating how your team goes from brainstorming ideas to producing your final product. For potential clients, the sight of your employees in action offers a glimpse inside your business.

3. Instructional videos or tutorials

One way to demonstrate your expertise to potential customers is to produce instructional content. Create visual cues on how to carry out a certain service related to what your business does for other businesses. For example, if your company provides home decoration services, you can produce a video explaining the remodeling process. You can demonstrate how your crew handles equipment for the job, as well as “before and after” images of a remodeled house.

Read Also:Types Of Marketing Videos You Should Use

Every B2B website should include compelling video content to capture the interest of prospective business partners. These days, the majority of online users would rather watch videos than read about a product or service. Capitalize on this powerful but affordable medium in order to drive leads and increase sales.

Tailoring The B2B Sales Funnel To Meet Your Needs

March 29, 2024/in Articles, B2B Marketing, Directors, Lead Nuturing, Marketing Strategy /by Dan Gartlan

When it comes to the B2B sales funnel, there are three main stages: awareness, consideration and the decision stage. The funnel represents the journey that the customer takes from start to end. However, the B2B sales funnel isn’t necessarily set in stone. It can be modified to fit your business’s needs as long as it contains aspects of the three main stages. By customizing the sales funnel to meet your company’s specific needs, you’ll be able to identify what stage your customers are in more effectively, thereby making it easier to determine who they need to be in contact with and what actions need to take place.

With all this in mind, the following is an example of how the B2B sales funnel can be slightly modified. While still retaining aspects of the three main stages, the following B2B sales funnel consists of five stages.

Tailoring B2b Sales Funnel Stages

1. The Lead Generation Stage

The lead generation stage is a part of the awareness stage. It’s during this stage that leads who may not know who you are or what you do are introduced to your company. They may not even know what their exact pain point is at this time. Presenting a solution during Lead Generation Stage stage of B2B Sales Funnel is premature. Instead, your goal should be to attract their attention and to establish your authority within your industry by producing high-quality content and establishing a presence online in the form of a website as well as social media pages.

2. The Lead Nurturing Stage

The lead nurturing stage is an extension of the awareness stage that ends up moving into the initial part of the consideration stage. It’s during this stage that you nurture your leads by continuing to educate them about your company and to inform them about the problem or pain point that they have. It’s during this stage that you will begin qualifying your leads.

Not all leads will be good prospects. Using lead scoring software, you can score leads based on actions they take during the lead generation and nurturing stages. For example, if they are spending a lot of time on your website, have returned multiple times, and have downloaded a free eBook and filled out a form, then you might want to qualify them as they have indicated a certain level of interest in your company.

When you qualify a lead, you need to make sure that they have expressed interest in one way or another, have a need for what you’re selling, have a budget to afford what you’re selling, and have the decision-making power within their company to actually make a purchase.

Read More: How Marketing Automation Can Improve Your Lead Nurturing Process

3. The Initial Meeting Stage

Once you have qualified a prospect, it’s time to engage directly with them. This is the initial meeting stage. Depending on how you structure your sales funnel, this initial meeting can come in a variety of different forms. For example, it could be a discovery call, a direct sales pitch, or a formal product or service demonstration. The idea is to establish the groundwork for a relationship and build trust with the prospect. They may not be ready to buy just yet. This B2B sales funnel stage is the second half of the consideration stage.

4. The Closing Stage

The closing stage is the stage in which you close the deal. It’s essentially the decision stage. At this point, the prospect should be making the decision to do business with your company. To ensure that you close, you want to align your priorities with theirs, secure their commitment, and continue to nurture the relationship with them until they make a decision.

5. The Retention Stage

Whereas standard sales funnels tend to end at the decision stage, your business with a new customer doesn’t end with the purchase. Remember, retaining the customer is of vital importance, which is why there should be a retention stage. Nurturing your relationship with your customers after the decision stage will help ensure that they continue doing business with them. Additionally, the stronger your relationship grows, the more likely they are to refer your company to other potential customers. This is a more cost-effective way to attract new leads since you’ll essentially be able to skip the first stage due to the referral.

This example shows how you can modify the standard sales funnel to create a funnel that better represents your B2B needs. As long as it retains some aspects of the standard three stages and the funnel is modified to help you better understand what part of the journey your customers are on and what their needs are, it should remain effective.

Website Redesign: Key Strategies For Revitalizing Your Digital Front Door in 2024

March 20, 2024/in Articles, B2B Marketing, Directors, Inbound Marketing, Website Design, Website Growth Driven Design /by Terry Becker

Website redesign can be a pivotal step in refreshing your brand’s online presence. As you plan your redesign in 2024, keep these best practices and trends in mind to ensure your website is both modern and effective.

1. Learn from Your Current Website

Before starting a website redesign, it’s crucial not to disregard the wealth of insights your current site holds. Analyzing existing user data and feedback serves as a foundational step that uncovers the strengths and weaknesses of your website. This will effectively inform your redesign strategy. Delving into analytics to examine user interactions and behaviors is key. Metrics such as page views, bounce rates, and conversion paths shed light on what aspects of your site engage users and which areas need enhancement. Additionally, reflecting on past design decisions that may have fallen short is essential. Recognizing and learning from these mistakes ensures they are not repeated. This sets the stage for a more informed and successful redesign. This approach not only preserves valuable elements but also transforms insights into actionable strategies for improvement.

2. Understand Your Audience’s Website Needs

Investigate the reasons people visit your site: Understanding why users come to your site is crucial. Are they looking for information, a specific product, or service? Tailoring your redesign to meet these needs can enhance user satisfaction and engagement.
Ensure your redesign meets visitor needs and removes obstacles: Your redesign should focus on streamlining the user experience. Identify any existing barriers to conversion and address them. A user-friendly design encourages longer visits and more interactions.
Use the LIFT model: This model helps refine your website’s value proposition by focusing on clarity, reducing user anxiety, minimizing distractions, and adding urgency where appropriate. Applying these principles can significantly enhance the effectiveness of your redesign.

3. Focus on Customer-Centric Website Design

When designing, it’s important to prioritize the needs and preferences of your target audience over the temptation to solely highlight product features or technological capabilities. An overly product-centric approach can lead to designs that don’t fully resonate with users. To avoid overlooking crucial elements that matter to your audience, actively engage with them through surveys, interviews, and other feedback mechanisms. This direct interaction uncovers what users genuinely value and expect from your site. Incorporating insights gained from these engagements into your redesign ensures that the outcome is not only aesthetically pleasing but also functionally in tune with what your audience seeks. This user-centered approach to design makes for a more effective and satisfying user experience.

4. Integrate Copy and Design from the Start

Avoid a design-first approach: Integrating copywriting and design from the outset ensures coherence between your message and visual elements. This collaboration can lead to a more cohesive and compelling user experience.
Engage copywriters early: Involve content creators early in the redesign process to ensure the textual content aligns with design elements, enhancing the overall narrative and user journey on your site.
Ensure the copy is persuasive and complements the design: The right words can elevate a good design to a great one. Ensure your copy is compelling, clear, and effectively guides users toward desired actions or conversions.

5. Be Cautious with Metrics

When considering metrics, it’s essential to select those that meaningfully signify success. Instead of relying on superficial indicators like bounce rates, it’s beneficial to delve into metrics that truly mirror user engagement and satisfaction. Metrics such as conversion rates, average session duration, and user feedback are more indicative of the overall user experience. They can provide a clearer picture of how well a site meets its users’ needs. Prioritizing these metrics, which closely align with business objectives and user satisfaction, can offer valuable insights into the redesign’s effectiveness and its return on investment. This focused approach ensures that the metrics used are not just numbers but valuable tools in assessing and enhancing the website’s impact and performance.

6. Clean Up SEO and Enhance Accessibility During Your Website Redesign

Use the redesign as an opportunity to improve SEO and website accessibility: A redesign is the perfect time to audit and enhance your site’s SEO and accessibility. This ensures your site is discoverable and usable by a wider audience, including those with disabilities.
Consolidate content and use clear, keyword-rich URLs: Streamlining your content and optimizing URLs can boost your SEO efforts. It makes your site more navigable for users and search engines alike.
Ensure the website is accessible to all users: Compliance with accessibility standards is not only ethical but also expands your audience reach. An accessible site provides a better experience for all users, including those using assistive technologies.

7. Manage Tech Changes Carefully

If you’re thinking about making changes to both the design and underlying technology of your platform, proceed with caution. Undertaking changes in both areas simultaneously can result in user confusion or technical complications, potentially disrupting the user experience. To ensure a seamless transition, it’s important to maintain continuity in user-facing elements so they transition smoothly into the new environment. These user-facing elements include login credentials and personal preferences. To further mitigate risks, you might want to separate the implementation of design updates from changes to the backend or platform technology. This staggered approach allows for the isolation of issues, making them easier to identify and resolve, thereby minimizing the impact on users and enhancing the overall update process.

8. Prioritize User Research

Grounding your redesign in thorough user research rather than merely chasing the latest trends ensures that your website aligns with the real needs and preferences of your target audience. By letting user feedback and research insights steer your redesign efforts, you can tailor your site to meet the specific requirements of your audience. This focus on what truly resonates with your users can lead to a significant boost in engagement and satisfaction, making your site not just aesthetically pleasing but also highly functional and user-centric.

9. Avoid Overhauling Everything at Once

Focus on the redesign without making drastic changes to other aspects of your digital presence: A focused approach allows you to monitor the impact of your redesign more accurately without the noise of other simultaneous changes.
Allow time to establish a new baseline: After implementing your redesign, give it time to settle. Monitor key metrics to establish a new performance baseline, which can then inform further optimization and updates.

Elevating Your Online Presence

As you embark on redesigning your website in 2024, remember the importance of building on past insights, prioritizing your audience’s needs, and integrating content and design harmoniously. By focusing on meaningful metrics and making informed changes, you can elevate your online presence and better serve your visitors.