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Marketing in B2B is often still seen as necessary evil. A chore which costs money and has unclear returns. That is why you do it on the side. As a wing of sales. With growth marketing, this way of thinking becomes a relic of the past.
By combining rapid testing with KPI-analytics software, growth marketing has disrupted traditional marketing methods.
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By actively tracking and testing your marketing efforts, you get to see a pattern of what your prospects like, and what they don't. These hard data insights allows you and your team to connect on a deeper level with your prospects.
Thanks to the rise of affordable data analytic software, it is now possible to track the commercial value of your marketing efforts. With advanced analytics you can finally calculate ROIs for things like SEO, content marketing and optimizations.
Today there are so many commercial strategies that it can be overwhelming to pick the right one. Choosing is hard because you're not sure what each investment would return. To measure is to know, is how the old scientific adage goes.
By combining marketing tests with measuring tools this changes. Now you can dip you toes in several channels and measure what works and what doesn't.
Whether it is an ad campaign on Google, an investment in SEO, or content marketing, with rapid testing and analytics you double down on the winning strategies and drop losing ones. With every improvement your growth accelerates.
In most traditional technology companies the sales team has two jobs. To attract new business and to close new business. Between the two there is a lot of work to be done. Keeping prospects warm, helping them with their challenges and making sure to stay top of mind.
This is a lot of repetitive work. Luckily, this can be automated. With marketing automation you are using software to keep prospects, clients and leads in the loop with minimal effort.
Today by far the biggest chunk of B2B website content is written from the perspective of the company. Which is not great.
Prospects, buyers and other companies care about themselves. They simply don't care that much about your company, how good you are, or for how long you are doing business. They care about how you can help them solve their challenges; what opportunities you can help them capture; and what results you can help them achieve.
Sharing content about your products or services within the context of those topics builds trust. Besides, if you do it really well, people are more than happy to share their personal information in order to access valuable information to support their research journey. Two birds, one stone.
With modern software it becomes affordable to track all of your ROI's. From SEO to content marketing and sales...
Growth marketing is the process of developing your marketing efforts with data analytics and testing. Compared to traditional marketing, growth marketing focuses on the complete commercial process. It uses modern software to track the commercial effects of each marketing effort. Hereby using data instead of gut feelings to guide decisions.
Growth marketing is based on the principle that you can grow your company by improving all phases of your commercial process. Not just by attracting strangers and turning visitors into leads, but also by closing leads more effectively and by turning customers into promoters. In the graphic below you can see an overview of this process.
The first phase of any commercial process is to attract new business. Today online is becoming more effective, more important, and cheaper than offline methods. This is due to the scalability of everything digital. Where a sales representative can only attract a certain amount of people during working hours, an online attraction strategy works 24/7/365. Attracting new business to your website can be accomplished with things like helpful website content, campaigns on Google and with social sharing on LinkedIn.
Once you attract new business to your website, the second step is to turn those visitors into leads. To do this effectively, quality information, resource offers, forms and design are more important that you might think. While optimized B2B websites can convert more than 5% of their visitors into leads, bad B2B websites sometimes only reach 0.3%. If your website attracts 1000 visitors per year, this is the difference of 3 to 50 qualified leads per year.
Now that you've received the information of the businesses that were checking you out, the third step is to close your leads into customers. As you know, leads come in many forms and phases. Some are just looking for information, while others are ready to buy. Therefore it becomes key to manage those leads effectively. Losing qualified leads is often unnecessary and avoidable. With modern software like HubSpot, Salesforce, and Mailchimp, you can manage, nurture, and close your leads from the very first discovery phase up to and including the phase when they are your clients or partners. Even automatically.
The last and final phase of most commercial processes is to turn your clients or partners into promoters. It is likely that your business already receives a lot of referrals because you are specialized in a specific niche. Nevertheless, improving your commercial process by asking feedback of your partners or by delighting them with specialized offers can improve your revenue significantly.
Since growth marketing focuses on every step of the buyers journey, there are many tools and methods to deploy. Whether you want to express your position as market authority; reach new markets; or rank higher in Google; Below you can find the most relevant growth marketing services we can help you with.
