B2B Marketing Strategy: Diversify with Digital

How to use a multi-channel digital approach to deliver enhanced marketing effectiveness and visible ROI.

With today’s tightened marketing budgets and growing emphasis on quantifiable results, companies are increasingly looking for marketing strategies that deliver measureable ROI. The June 2012 issue of Direct Marketing News reports, “Marketers are asking agencies to create marketing platforms that address strategic goals, rather than simply designing campaigns.” Digital enables clients to operate effectively within their budgets while delivering real results that are actionable and help create relationships.
Using our multi-channel digital strategy, one of our clients increased their website visits by 40%, requests for quotes rose by 20% and orders rose by 15%.

Don’t sell, start a conversation

Christa Carone, CMO of Xerox Corporation says that what’s needed is, “a cross-media approach to more relevant and customized programs that are less about selling to customers and more about engaging them to start the sales cycle.” By using different digital channels and mediums, you can create multiple points of contact with customers to begin the sales process, gauge customer interest/lead quality and develop new relationships.

Guide them to conversion

Well-planned digital strategies seamlessly lead customer from awareness to conversion. While traditional marketing sometimes starts and stops with brand awareness, the wide range of digital channels allows companies to continue the process and help generate, cultivate and qualify leads – delivering conversion-ready customers directly to their sales force’s doorstep.

Creativity still counts

While many companies are less likely to spend millions for “Mad Men” era awareness campaigns, they’re still looking for creativity in their digital communications that cut through the clutter and are innovative and appealing to their industry.
Analyze data and adjust

Perhaps more than any other medium, digital channels enable companies to track their initiatives’ effectiveness, analyze the results and take action. Smart digital marketers are constantly evaluating their results, doubling down on channels that work and cutting channels that don’t deliver.

A Digital Success Story

EIC Solutions is a leading global provider of thermoelectric cooling solutions for military and industrial applications. When they wanted a campaign designed to increase brand awareness and generate higher-quality leads, Timmons&Company employed a multi-channel digital strategy, and the results speak for themselves:
In the period from January to April 2012, EIC’s website visits rose by 40%, requests for quotes rose by 20% and orders rose by 15%.

Contact Us to learn more about how an effective digital strategy could help improve your marketing’s effectiveness.

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