Goal Of B2BMarketer

The primary goal of a B2B marketer is to drive

qualified leads to sales.

Success is measured by the pipeline (i.e. new

business opportunity count and opportunity dollar

amount) generated by marketing and advertising

programs. No matter the campaign or technique,

content sits at the center of the B2B marketer’s

world. It is content that determines which brands

and products are discovered by potential

customers.

Content is the Heart ofMarketing

Content is at the heart of the B2B marketer’s

journey.

A recent report from Forrester Research sums it up

well:

Content is the soul of digital experiences. One

billion websites blanket the world and the soul of

every one of them is mademanifest by content.

As a result, creating, managing and publishing

content requires a Web CMS. And, the Web

Content Management System is an essential tool

for B2B marketers.

AWeb CMS Supports B2BMarketing Success

An effective Web CMS is at the center of the

inbound marketing strategy, and the elements of

this framework are:

CONNECT the CMS to the necessary marketing

CRM systems

PUBLISH content in the right formats to the right

channels

OPTIMIZE content for maximum effectiveness

ENGAGE potential buyers to help answer their

questions

MEASURE & REFINE the effectiveness of your

content

Connect

Best-in-class marketing teams position their Web

CMS at the center of their strategy, then connect it

with the essential elements of their marketing

technology (“martech”) stack.

By doing so, content instrumented via the CMS can

be measured and optimized. By integrating the

CMS with key business systems (e.g. Customer

Relationship Management system), marketers can

connect content to revenue. Many Web CMS

systems provide built-in integrations to martech

systems.

But, it may be more efficient sometimes for

marketers to integrate external solutions to

perform marketing activities (e.g. Infer tech

solution provides marketers with a powerfull

scoring model tool).

Publish

If content is at the heart of the B2B buyer’s journey,

then publishing content is the heartbeat. It’s

harder than ever to gain the attention of a B2B

buyer: they install ad blockers in their browsers,

opt out of emails and no longer answer the phone.

When you interrupt their flow via outbound

marketing campaigns, they’re less likely to

respond.

The solution? Inbound marketing, which involves

the consistent publishing of valuable content to

your site, by way of your Web CMS. With inbound

marketing, you publish content that addresses the

challenges faced by your target audience. While

researching a solution to their needs, they’ll visit

search engines and find your content in search

results.

Web CMS should facilitates the implementation of

Search Engine Optimization (SEO) best practices.,

attracting more qualified visitors who are actively

searching for your content.

Optimize

Beyond managing and publishing content, Web

CMS systems can optimize content to drive

meaningful results.

Here are two examples of optimization: Search

Engine Optimization and mobile friendly content.

Increasing traffic via SEO is critical. Each month,

internet users make 10.3 billion Google searches.

This is why your CMS should be adept at handling

Search engine optimization (SEO), because organic

search is one of the most crucial components of

generating leads. Your CMS must provide key SEO

capabilities such as Tags management, facilitate

links to internal pages on your site, and use a

permalink structure that includes keywords.

Engage

To complement your inbound marketing strategy,

a Web CMS provides capabilities to enhance

visitor engagement.

Let’s consider how a CMS can personalize the

visitor experience, and encourage interaction with

other visitors via user-generated content (UGC).

Increasing visitor engagement via personalization

is critical.

A study found that 74% of online customers were

frustrated when websites offered up content that

had nothing to do with their interests. Thus, a good

Web CMS can leverage known data about visitors

to create a personalized experience.

Personalization can provide visitors with more

relevant content, and give them the feeling that

this site knows just what I want.

Measure & Refine

As we covered earlier, B2B marketers are well

served by connecting elements of their marketing

technology stack to their Web CMS:

Web Analytics

Customer Relationship Management

Marketing Automation Platform

Predictive Lead Scoring

Multi-channels Attribution

There are a number of dimensions from which

marketers can measure results and optimize their

marketing acytivities.

As a starting point, the implementation of

multi-channels attribution model to perform

marketing acquisition and identify programs that

generate the best leads. With multi-channel

acquisition attribution model, you can assess, in

real-time, the programs and content driving

metrics such as leads, opportunities and revenue.