B2B marketing tactics that can help move the needle

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your target customers Ads can discover your website through search, verbal or offline channels such as direct mail or events, but when they do arrive, 99% of them usually skim and bounce off your home page.

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The fastest growing companies show each visitor the most relevant content to immediately indicate they are a good fit and worth further investigation.

While there are hundreds of ways to personalize and customize your website, knowing what to focus on, and when, when you’re looking for maximum impact can be tricky. After years of website personalization experience, we’ve gathered unexpected, yet effective and scalable strategies from some of the fastest growing companies.

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If you execute all these 10 tips well, we believe they will help you grow faster and look really, really smart while doing it.


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Get the right content to the right people

You spend a lot of time creating content for your customers, but they usually have a hard time finding content that is relevant to them. Consider adding a personalized banner that presents the right piece of content to the right visitor.

Banners are a great way to capture the attention of targeted accounts during the evaluation phase. And banners promoting white papers or linking to analyst reports are relatively quick and easy to implement.

When creating your banner content, keep the copy in the banner short and clear — a short, crisp sentence that piques interest. Your CTA should be strong and actionable and let the visitor know what they will get.

image credit: Ryan Narodo

Invite prospects to an event with your teammates

Creating a peer set that focuses on solving common challenges is a powerful incident strategy we’ve used. We have also seen it in use by companies like Segment.

Create personalized invitations to an event that is about the vertical or use case of your target account. The component should lead to a landing page for a weekly webinar or a recurring event like a major tent event.

With this strategy, Kiriba achieved a 2.2% click-through rate. For a typical B2B website with traffic of ~50,000 visitors per month, that’s 1,100 targeted account engagements with just one hour of effort. image credit: Ryan Narodo

Take advantage of your potential competitors

We’re going to go out on a limb and guess that whatever business you’re in, you pay special attention to the moves your opponent makes. Here’s another crazy idea: The same is true for your target accounts.

Use this built-in play to create personalized banners that feature a case study to targeted accounts of how their competitor is using your product. While this can be fairly simple to implement, there are steps to be taken to create a competitive case study for each target account.

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