B2B marketing and has becoming increasingly challenging over the past 5 years. While marketers have employed a range of initiatives to drive demand, including trade shows, direct mail, email marketing, webinars and search marketing, buyers have evolved further to block out these messages to focus on what's most important to them. Yet, the marketing tactics have stayed almost the same without much evolution. Here are a few reasons that current one-way mass marketed messages do not and will not deliver results:Here are the core elements of what you need your marketing to be like going forward:
1. You must identify and connect with your buyers in a way that they trust you and look forward to hearing from you.
2. You must have a systematic way of understanding the spectrum of problems that your buyers face and how to educate them about potential ways of resolving those. You need a suite of education and information tools like webinars, white papers, case studies and industry research that helps your buyers decide what to do about their pain points.
3. You must have a system for personalizing the interaction with every buyers and to treat them separately.
4. You must have a system for tracking and measuring your buyers' response to your messages and interaction to create a feedback look to help you understand your buyers.
5. Lastly, you must leverage the feedback to further personalize the interaction with every buyers as you hand hold them towards a qualified lead and revenue.
This, in essence, is the core of that creates personalized lead activity streams for every buyer. Most importantly, atleast a percentage of buyers will be well engaged with you via this process and will turn to you when they are ready to buy. And since you are essentially in continuous, incremental and personalized touch with the buyer, you are their easy first choice vendor. While they have been early solutions in this market, I believe, automated lead nurturing will evolve rapidly in the coming years and will define the future of B2B marketing and sales.