B2B firms spend less on marketing technology than their B2C counterparts. But technology can generate higher-quality leads, reduce costs, create differentiated selling and be more easily evaluated. Music to your sales director’s ears.

In order to be successful, B2B marketers need to reach key decision makers and demonstrate marketing results. Often, however, outdated marketing tactics, a lack of focus on the lead management process and an over-reliance on tracking enquiries not sales results, keeps B2B marketers from developing sophisticated strategic approaches that really work.

According to the latest research from Forrester, the most successful businesses embrace interactive marketing tactics and use technology selectively to integrate online communications into the marketing mix and align them to sales targets.

So how can you ensure that your online activity reaches the right decision-makers, generates higher quality leads and tracks your demonstrable contribution to sales and profitability?

Use our simple 4-point plan for a start. To put the meat on these bones, sign up for our free newsletter now:
• Plan – include any website and emarketing activity in your strategic plans. Do your research, set your objectives and track your results.
• Promote – harness the power of SEO. Make sure you know the keywords your customers use then integrate these into URLs, page titles and targeted content.
• Target – target the messages – to purchasers, users, influencers and gatekeepers. Guide each group to what they need to know and turn their interest into actions.
• Integrate – integrate any web or emarketing activity into your communications plan. Identify when it should be used, and just as importantly, when it shouldn’t.

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