If you would only have the power of identifying precisely the effectiveness of marketing activities and you are able to tell exactly how well you have delivered on business results in the form of revenue, customer retention or higher brand equity. Now imagine that the results of the data reflect that 60, 70 or even 90% of your marketing activity produced no measurable result! Worried!
The change is inevitable and it’s here..
With the increase of social activity among our customers and the increase in importance of these and other inbound marketing interactions on buying behavior and the day is not far when outbound marketing will be totally out of marketing mix.
Awesome statistics from Hubspot that every marketer should know:
- 78% of Internet users conduct online product research.
- Web-based email usage has dropped 59% among 12-17 year olds in the past year.
- 200 Million Americans are registered on the FTC’s “Do Not Call” list.
- 91% of email users have unsubscribed from a company email they previously opted-in to.
- 84% of 25-34 year-olds have left a favorite website because of ads.
- 57% of businesses have acquired a customer through their blog.
- 41% of B2B companies and 67% of B2C companies have acquired a customer through Facebook.
- Companies that blog get 55% more web traffic.
- Inbound marketing costs 62% less per lead than traditional, outbound marketing.
Attention B2B marketers:
The time is gone when potential customers stop responding to your outbound efforts, instead They Find You!! And when this realization comes you can drive change within your organization and re-direct your resources to creating an interesting inbound marketing experience. So here’s how:
1. Seek first to understand your customers. Who are they? What problems do they face? What do they want? What do they need? Conduct research, perform surveys, or just ask them. Conduct lots of keyword research to determine the words they use.
2. Create content that helps them. That’s right, help them by focusing on their needs and amazing things can happen. Don’t make the biggest marketing mistake by focusing on your company, your products and the words you think they use. And create your content for real people, with real problems based on the journey they take.
3. Make all your great content widely available on an easy to use website. Start a company blog if you haven’t already. Use compelling offers to drive action.
So what changes are you B2B companies going through currently, share with us, we are eager to hear from you.