Keys to B2BMarketing Success

7As B2B sellers look for improved fiscal results, they search for a roadmap

of steps they can take. What is most important is that they set a properfoundation before embarking on more advanced techniques. We believe it

all starts with a roadmap – How do I get from here to there? That’s the goalof 7 Keys to B2B Marketing Success.

To help companies get started, Find New Customers shares a simpleapproach – from keywords to metrics. We hope this benefits your business.

Please let us know if it helps – or even if it doesn’t.

1Keywords ��Start here. These are the terms people type into Google, Yahoo, Bing, etc. for your products andservices. You’ll want to use these keywords in all of the content you create, which will help yoursearch ranking. Since 7 out of 10 searchers click on organic search, we focus on natural ororganic search and not Pay per Click. Beside, SEO is an asset and PPC is an expense.

2Buyer Personas ��This refers to deep insights into the afflictions and aspirations of your prospective buyers. Thekey here is to ask prospective buyers all types of questions. What are their problems? Whom dothey trust? Where do they look for ideas? Where do they find answers to questions? The betteryou know them, the more effective you will be at selling them.

3Buying Process ��Buying is a journey – from problem to solution. Think of yourself as a tour guide. You want to leadthem from Problem to Solution. Since you are going to help them on this journey, you better knowthe way.

4Agreed definition of a Lead ��Sales is tired of crap leads. Give them what they want. But you need to first agree with them onwhat they really want. Talk to sales and ask them. You want a written definition of what is and isnot a lead.

5Content Marketing – Think Like a Publisher ��Studies show that buyers look for content throughout the process today. You need a consistent,ongoing, multi-channel marketing program. Blog updates, ebooks, white papers, webinars, events,videos, etc. Use the keywords you chose in Key 1. Come up with a plan, document it and getgoing. But don’t ever stop – keep publishing every week. Too many companies give up too soon.

6Lead scoring ��If you’ve done the previous five steps, traffic is way up. But how do we know when a buyer isready to hand off to sales? You will only want to give the best leads to Sales. This is wherescoring comes into place. BANT is one key (Budget, Access to Power, Need and Timeframe) butyou also need to rank behaviors – also called “digital body language.” By matching objectivecriteria with behavior, you’ll get a 360 degree view of the prospect.

7Metrics ��The only way to know how well we are doing is to measure the results. Come up with a set ofsimple metrics to track and measure your process. Think deeply on the business, what you hopeto accomplish and map the journey to those goals, including mile markers (metrics),

Jeff Ogden, the Fearless CompetitorFind New Customerssales@findnewcustomers.comwww.twitter.com/fearlesscompVisit: www.findnewcustomers.com

Here are 7 Keys to B2B Marketing Success: