B2B Marketing Tactics
Business to business marketing agencies are beginning to shift proportionately more spend to inbound marketing tactics (such as social media, virtual events, webinars and search engine optimization) than traditional B2B marketing tactics (e.g., PR, direct mail and tradeshows). This seems to be due to three primary factors: First, more and more product/service search is happening online (e.g., 3 billion Google searches every day, 46% of which are for product/service information). Second, companies with more indexed web pages are getting more leads through internet marketing. And third, inbound marketing costs around 60% less than traditional outbound marketing. However, which tactic is most effective? Assuming your site is optimized for search engines, LinkedIn seems to drive the most referrals to B2B sites and generate the most conversions: 61% versus 55% for the company blog, 41% for facebook and 39% for Twitter. Now that LinkedIn allows companies to profile products and services on company pages, B2B agencies have even more reason to leverage LinkedIn for inbound marketing.
Sources: MarketingSherpa, Oct 2010; SearchEngineLand, 2010; SRI, 2010; Hubspot 2011; LeadForce1, 2010;
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With so much out there, it gives you even more reason to fine tune your content, message and offer, thus cutting through the noise.