Digital marketing is critical to successful demand generation these days, in part because it is so effective, scalable and cost effective. As you review and improve your digital efforts, or as you start thinking about investing more in your digital strategy, take a moment to be sure these problem areas are not plaguing your hard work.1. Confusing digital delivery with digital strategy
Your digital marketing plan (how you will deliver the content, to whom, and how) needs to be grounded in a clear purpose.
- Are you seeking to educate certain customers and buyers on your product?
- Are you trying to attract them to your website?
- Are you wanting to generate more leads from paid online advertising or content marketing efforts?
- Or obtain a person’s email address or other information for outbound marketing efforts?
Many digital marketers focus on delivering frequent digital messages, rather than focusing on what they are saying in the first place.
Pro tip: Have a plan before you act. Setting SMART goals will dictate where to focus your efforts and prevent wasting time on things that don’t support goals.
2. Not sharing data between marketing and sales
Marketing and sales still operate in a vacuum despite the wonderful tools that are available today to help them share data.
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For example, marketing produces promotional messages to get prospects to the company website. But sales doesn’t know what web pages a prospect visits before picking up the phone. When a sales rep calls on a prospect, they don’t share their notes with marketing to help marketing understand more about the customer.
Pro tip: It doesn’t have to be this way. Sales and marketing intelligence can be shared easily across marketing and sales with HubSpot CRM, which is free.
3. Forgetting to put your ideal customers first
All solid marketing efforts start with a clear profile of who your major customers and buyers are. If there are other buyers you know have needs that your product or solution can meet, investigate them. Understand them. Get inside their heads. Create content for them as if they were there, sitting with you, waiting to see it.
You also want to consider influencers, who are vital to the B2B buying journey. Knowing their needs will help both marketing and sales.
Pro tip: After you’ve done your customer research, map content and other assets to the buyer’s journey. See an example below (you can click it for the printable PDF version):
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