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A fairly part of marketing B2B budget was invested in events attendance in the past few years. All the physical events are closed due to the COVID-19 potential impact. In this situation, let's see together how you can spend this budget in the most meaningful way, the one from which you can still see ROI and qualified leads.
Most of the companies decided that the best approach that they can have is to cut their marketing budgets. This approach was applied in 2008 and 2012 crises, and, unfortunately, many business owners or marketing managers didn't take the lesson from those crises. You can change that now.
Businesses everywhere are redirecting their efforts towards online marketing strategies, and you should do the same. More importantly, digital marketing is an excellent solution in the current context because your business can easily monitor the efficiency of online activities and have a more unobstructed view if there is a return on investment (ROI).
In the late days, we have seen lower prices for digital advertising, such as the cost-per-impression on Facebook ads, which has dropped significantly. From a different angle, there has been a considerable traffic increase for news publications, an aspect that emphasizes how much time people are spending online, substantially since the outbreak.
So keep in mind that while there are still owners who will put their businesses on hold, you can use digital marketing as leverage to grow your business, to attract and engage prospects more effectively.
When something is working, it’s so easy to get into a rut. As marketing professionals, we tend to stick with what works because our attention is always split between multiple projects and responsibilities. However, to stay competitive in digital marketing, we need to continue to try new strategies and research the latest trends to find more things that work for our clients or organization.
Below are some of the top B2B digital marketing strategies that marketers need to try in 2019. While these won’t work for everyone, they do have the potential for many organizations to reach and engage with more of these target audience.
The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. While we all have goals and objectives for lead generation, brand development, and customer experience as examples, the overarching challenge is making the right decisions to achieve them.
Goals become more complicated to achieve as evolving marketing technology continues to promise an opportunity to target more specifically and create unique customer experiences buyers demand.
B2B buyer personas provide a foundation for accomplishing the research and development of effective online marketing campaigns designed to achieve strategic marketing objectives.