Why HubSpot and ABM go together like hummus and pita?
Discover the powerful synergy between HubSpot's Inbound Marketing and Account-Based Marketing (ABM) in our blog. Inbound sets the foundation for a robust ABM approach, attracting a broader range of prospects. Learn how HubSpot's ABM tools facilitate quick strategy setup, collaboration, attraction of high-value accounts, and effective tracking.
Inbound MarketingAttracts customers by creating valuable content and experiences tailored to them. It’s about building meaningful relationships with consumers, prospects, and customers.
Account-Based MarketingA B2B strategy in which marketing and sales work together to create personalized buying experiences for a select set of high value companies.
Inbound lays the foundation for a strong ABM strategyAccording to HubSpot, inbound marketing helps you attract contacts associated with your target accounts. ABM accelerates the flywheel (the cyclical marketing funnel comprising attract, engage, and delight) so you can win and delight your target accounts by providing a standout customer experience. By using inbound, you’re able to carry out highly-targeted allocation of the most relevant resources to your high-value accounts. As a B2B marketer, by using this combined approach you can attract a broader group of prospects than you would if you were only using one method.
Double up and deliver valueYour carefully crafted content has a two-for-one value. You can create and use content that serves both your ABM and inbound strategy. As an example, once you’ve created a personalized case study for a target account, you can also share on your website.
Leverage account-based marketing toolsHubSpot’s ABM tool makes it easy to implement ABM and inbound strategies in a complementary way. Its CRM platform connects all of your sales and marketing data and allows enables customer-centric automation and personalization. It makes it easy to use data to segment and target your accounts and marketing automation to nurture your buyers or buying committee and hand over your leads to sales. 1. Set up ABM strategy quickly and smoothly
- Use workflow templates to define your ideal customer profiles and identify good-fit target accounts
- Set up default properties to tag accounts and buying roles
- Leverage AI-powered recommendations of target accounts
- Use shared tools that unite your teams around the same data in the same place
- Use the Target Accounts feature to obtain a bird’s eye view of progress across all target accounts
- Use Slack to support high-value target accounts, post KPIs, and share notes
- Personalize content and tailor how you engage with stakeholders within an account
- Use account-level targeting in LinkedIn Ads integration to target companies by account status or tier
- Deepen your relationships over time & build connections with stakeholders within each account
- Use the account overview feature to understand what’s happening at an account level
- Employ out-of-the-box ABM reporting dashboards to get a higher-level view
- Obtain a higher level view using company scoring to identify the highest value accounts and prioritize reachout
Spice up your SEO strategy with HubSpot
Optimizing your website for search engines is crucial. Explore how HubSpot’s SEO Marketing Software simplifies the process. From SEO recommendations to content strategy creation and seamless integration, HubSpot streamlines your SEO efforts. Leverage its tools to define target audiences, research topics, and organize keywords.
How is your website ranked?Google’s algorithm changes daily, but as a general rule of thumb, it ranks your website on three main factors: on-page SEO, off-page SEO, and technical SEO.
- On-page SEO — covers three key areas:
- High-quality content (the heart of on-page SEO)
- HTML (source code including page titles, headers, meta descriptions, image alt-text, and more),
- and site architecture elements (such as page URLs, internal linking, and more).
- Off-page SEO — social sharing, external linking, and more.
- Technical SEO — structured data, site, speed and mobile readiness.
Don’t procrastinate, automate!Why waste time, money and manual work when HubSpot SEO Marketing Software does it all for you? It can help you plan your SEO strategy, optimize your content, and measure ROI in three key steps:
- Get SEO recommendations to optimize your site- Obtain recommendations ranked in order of priority which show which optimizations will have the biggest impact
- Create an optimized content strategy to build search authority- Obtain topic suggestions based on relevance, competition, and popularity and create high quality content around your core topics
- Integrate your SEO software with HubSpot’s content management tools- Obtain search keyword data, choose canonical URLs, get estimates on which topics will yield organic traffic gains, and track key topics on your dashboard
Get topical!As the SEO project leader, you need to decide on each page’s target audience, goal, topic, and target keywords and phrases. HubSpot’s SEO tools make it easy to research and organize topics and subtopic keywords based on your company’s areas of expertise, which serve as the foundation for all the content you create for your website. Creating relevant and up-to-date content helps your website get indexed more accurately by search engines such as Google, which analyze keyword phrases in your content, title, meta description, hyperlinks, and more.
Key tips to getting started with SEO
- Crawl your website, conduct an SEO audit, and define your site architecture.
- Establish a value proposition for every page and review and edit your content accordingly
- Target your audience for that specific page (if it differs according to market segment, application, or product category)
- Update your URLs, page titles, and meta descriptions.
- Making sure that your keyword/s are included in your URL and are used throughout the page
- Incorporate and optimize relevant visual content
- Add internal and external links
Why use HubSpot for SEO?If haven’t yet made our case for why HubSpot takes the pain out of SEO and adds the gain, here are a few more good reasons to check it out: You don’t need to be an SEO expert, because its built-in SEO tools are built with marketers in mind. There’s no need to know coding either. HubSpot handles the technicalities, so you can focus on content. Here too, HubSpot has a variety of content planning tools built into the platform. It makes it really easy to connect your marketing assets so you can track the buyer’s journey — from awareness to qualified lead to happy customer.
Driving results using Technical SEO Strategy | Case study
In this in-depth case study, we delve into a real-world SEO project that serves as a testament to the remarkable impact a meticulously planned technical optimization strategy can have on a website's performance.
When the new client, an impressive player in the B2B Medical industry, first approached us, we were fully aware that this was a challenge requiring our utmost dedication. In the following case study, we'll walk you through the five pivotal steps we took to completely revamp their online presence, enhancing both page health and authority in the process - bringing an increase of 25% in traffic in just a few months.Dive into our latest in-depth SEO case study and learn how Page Health and Authority Optimization can drive real-world results. See the transformative power of a meticulously planned technical SEO strategy.
Our client, a prominent B2B business, from the medical industry, approached us with a pressing concern: their website's underperformance. The objectives were clear - bolster online visibility, boost organic traffic, and, ultimately, amplify revenue streams. The website presented several challenges, including a distressingly low Page Health score of 48 and a less-than-optimal Page Authority of 17. The Analytics showed a high bounce rate and a low average time on the page.
The mission was unequivocal: transform these pivotal metrics to drive higher organic traffic and conversions by improving its metrics.
Low Page Health (Score 48): The website grappled with technical and on-page SEO issues that urgently required rectification.
Limited Page Authority (Score 17): The website's trustworthiness and credibility fell short, impeding its ascent in search engine rankings.
Stagnant Organic Traffic: Organic traffic had plateaued, failing to meet conversion rate expectations.
Strategy and Approach
1. Comprehensive Technical Audit
The first crucial step was an exhaustive technical audit.
This audit unearthed a multitude of issues, including a sluggish page load speed, poor mobile-friendliness, and crawlability impediments.
We also identified and rectified:
Broken links, which were harming user experience.
Duplicate content issues that led to search engine confusion.
Inadequate URL structures that hindered proper indexing.
Furthermore, addressing page speed was of paramount importance. Google's Core Web Vitals update places significant emphasis on page speed, and our efforts in this regard had a profound impact on website health.
2. In-Depth Keyword Research
Simultaneously, we embarked on an extensive keyword research expedition. Our goal was to identify high-impact keywords that resonated with both the client's objectives and current industry trends. This laid the foundation for a robust keyword strategy, ensuring that the content aligned perfectly with the target audience's intent.
3. On-Page Optimization
Optimizing existing content and crafting new, keyword-rich content was the next step. This involved:
Enhancing meta tags, crafting compelling headings, and optimizing image alt attributes to enhance visibility.
Leveraging schema markup to provide search engines with structured data, enhancing search results' richness.
4. Technical SEO Enhancements
Technical SEO enhancements played a pivotal role in improving website health:
We submitted updated sitemaps to search engines for expedited indexing.
Canonicalization issues were addressed to prevent duplicate content penalties.
An improved website navigation system and internal linking structure provided users with an enhanced experience.
5. Content Marketing and Link Building
The final piece of the puzzle was content marketing and link building:
Improving internal linkage between relevant content pieces within the website, which also improved time on site.
We created high-quality, shareable content to attract backlinks, thereby elevating Page Authority.
Employing ethical link-building strategies solidified the website's authority and trustworthiness.
1. Page Health Transformation
Within a matter of months, our strategies propelled the Page Health score from 48 to an astounding 95. The resolution of technical issues, especially the optimization of page load speed, resulted in vastly improved overall website performance.
2. Page Authority Ascension
Page Authority, a key indicator of trustworthiness, surged from 17 to a highly commendable 29. The remarkable improvement was primarily attributed to the augmented backlink profile garnered through our content marketing and link-building endeavors.
3. Explosive Organic Traffic Growth
One of the most remarkable outcomes of our SEO campaign was the monumental 20% increase in organic traffic within just three months. Our meticulous efforts in addressing page speed and optimizing for Core Web Vitals played a substantial role in this growth.
4. Enhanced User Experience
By addressing technical issues and optimizing on-page elements, the website now delivers a seamless and engaging user experience. This has led to lower bounce rates and extended user sessions, cementing the site's position in search engine rankings.
This case study serves as a compelling testament to the power of a meticulously crafted SEO plan and precise technical optimization. The transformation of Page Health from 48 to an impressive 95 and Page Authority from 17 to 29 vividly illustrates the tangible benefits of strategic SEO efforts.
By systematically addressing technical issues, optimizing on-page elements, and implementing effective content marketing and link-building strategies, we achieved remarkable results. The client's online visibility, organic traffic, and conversion rates experienced substantial growth. This case study underscores the pivotal role of SEO in enhancing website performance and achieving substantial business growth.
In conclusion, for businesses aspiring to thrive in the digital sphere, investing in SEO is not just a choice; it's an imperative step toward realizing online success.
If you're seeking more detailed information on how optimizing page speed and eliminating duplicate content can enhance your website's health and drive remarkable traffic growth, visit us to read more: https://ozglobalb2b.com/SEO/
Ready to take your website's SEO to the next level? Book a meeting to schedule your consultation and unlock the full potential of your online presence.
How AI Powers Your Marketing & Sales Engine
Ready to supercharge your inbound marketing game with AI? Say "Aye!" If you're a HubSpot user looking to boost your content creation and sales processes, we've got something exciting for you. Discover how AI can be your secret weapon! Curious to learn more? Click the link to unveil the full potential of HubSpot's AI tools and start revolutionizing your marketing strategy today.
If you’re already using HubSpot to fuel your inbound marketing strategy and drive sales, it’s time you took AI out for a spinConstantly writing content to fuel your inbound marketing funnel can be time-consuming and costly. While ChatGPT isn’t going to replace your talented content team anytime soon (if at all), it can prove very useful in helping your team conduct research, generate content ideas, and write basic drafts for your team to finetune — so that you can generate more content, faster. It also helps your sales teams focus on closing deals instead of being bogged down by manual tasks. As a HubSpot user, it’s all your fingertips.
Say goodbye to writer’s blockHaving trouble generating the volume of content you need? Call on HubSpot’s friendly Content Assistant to create or refine web copy, blogs, articles, emails, and more. Using AI, you can generate ideas, outlines, or paragraphs for your required topics. You can also generate sales emails, titles and meta descriptions for pages and posts, and social posts. Simply answer the prompt, “What’s this social post about?” review the result, and tweak until you’re satisfied the post meets your standards. Not writing in English? Set the target language for the required content. Once a language is set, any generated text will automatically be output in that language.
Four ways to tweak existing contentUsing the “highlight” command, you can rewrite, expand, summarize, or change the tone of the text you’ve highlighted. It’s quick and efficient. Rewrite - Generates different wording for the highlighted text Expand - Elaborates on the content of the highlighted text Summarize - Condenses the highlighted text Change tone - Rewrites the highlighted text in the selected tone: friendly, professional, witty, heartfelt, or educational Beyond using the highlight command, you can also generate headings, paragraphs, and subsections based on your existing content. Clearly describe the content you require and select the required output. Remember to be very specific, use simple language, and provide examples to clarify the context and tone of your request. If at first you don’t succeed, try, try again. Experiment with different prompts until you get the output you need.
Best practices for AI-generated content
- Always proofread and edit all your content before you publish it.
- Maintain your brand's voice and style – your tone of voice must be consistent through all marketing materials.
- It’s not all or nothing — remember to balance your AI-generated content with human-generated content.
- Check, check, and check again. While HubSpot has put security measures in place, content assistant may occasionally generate inaccurate, skewed, inappropriate, or misleading information. Make sure you verify the accuracy of the output's content, particularly any statistics or facts.
Streamline your daily sales workflow with ChatSpot.aiAnother great AI tool in the HubSpot toolbox is ChatSpot.ai, which helps your sales team save time and maximizes productivity by carrying numerous daily tasks. It can assist with lead management, adding contacts and companies to HubSpot’s CRM, including specific notes, assigning tasks, and sending reminders as well as personalized follow-up emails – all through simple chat-based commands. It quickly identifies prospects based on specific criteria (such as industry, location, and size) and provides a list of high-potential leads. It’s easy to create real-time custom reports on key metrics, including website visits, lead conversions, and revenue in an easily digestible format. It also aids with forecasting, listing the deals closing within a specific timeframe, the deal stage, as well as anticipated revenues. In short: It simplifies and streamlines your team’s daily workflow, cuts down on time-consuming manual tasks, and helps your sales team do more in less time. All those ready to start using AI, say “Aye!”
What is Business to Employee (B2E) and how can it impact your company?
Business-to-Employee, or B2E, refers to the strategies and technologies that companies use to support and engage their employees. B2E covers everything from attracting, recruiting, training, and onboarding employees, to providing self-service solutions and individualized access to essential tools or software.
Maytronics - OZ Global B2B
Account Based Marketing (ABM) Vs. Lead Generation
Are you struggling to decide between account-based marketing (ABM) and Lead Generation for your business? In this blog, we explore the key differences between the two strategies and how they can be used together to achieve optimal results. From understanding the benefits of demand generation to utilizing ABM for "land and expand" tactics. This guide provides valuable insights for marketers looking to boost their ROI. Additionally, the blog discusses how to effectively target the two main types of LinkedIn users to generate leads and increase engagement.
HubSpot – Marketing, ROI, and everything in between
Speaker: Dor Rotschild
Hebrew Webinar - marketing managers and sales managers who want to know what really happens in the connection between the marketing and sales processes in your company, and how the connection contributes to ROI and results.
Move over Google Analytics, GA4 is coming to your website soon
You’re probably familiar with Universal Analytics, the Google Analytics (GA) tool that has been around for more than a decade, providing website owners and publishers with insights into their website’s performance. But in July 2023, it’s being replaced by GA4. Are you ready for the switch?
Don’t say you didn’t see it comingIn October 2020, Google announced that it would discontinue Universal Analytics and shift to Google Analytics 4 (GA4). But don’t worry, we’ve got you covered with our step-by-step guide on how to switch from Universal Analytics to GA4, discuss the differences between these two versions of GA, and highlight some of the benefits of GA4.
The clock is tickingFrom July 2023, the free version of GA will no longer gather data. That means if you want to continue using Google Analytics, you must switch to GA4. Take note, you will be able to access your previously processed data in your Universal Analytics property for at least six months. However, you won’t be able to view your Universal Analytics reports or interact with your analytics data via the API. This change will affect all website owners who rely on their Google Analytics account as their main data source for audience demographics, behavior, and areas of interest.
What’s the difference between Google Analytics and GA4?If you want to know how your users are interacting with your website or app, you need effective event tracking which allows you to track specific user interactions – such as button clicks, video plays, and form submissions. In the past, you needed to set it up manually, adding code snippets to your website or app to track specific events, which was challenging to manage. The good news is that G4 has already set it up for you and you can configure event tracking without coding. While the focus used to be on calculating site sessions and monitoring audiences, it’s now moved to what audiences are actually doing on your site. GA4 offers parameters, enhanced measurement, and in-platform event creation (replacing action, category, and label). When setting up the data stream, you can turn on enhanced measurement to automatically collect page views, downloads, outbound clicks, video engagement, and scrolls. Conditions and parameters (which provide context on the user or user actions) cover events that don’t fall under enhanced measurement. Take note that you can mark events as conversions which eliminate the need for goal setup.
There are four types of events covered in GA4:Automatically collected events GA4 automatically collects pageviews, scrolls, and outbound clicks without the need for additional coding.
Enhanced measurement eventsHere’s where things get a bit more complex. These events usually track interactions such as page views, file downloads, form interactions, scrolls, outbound clicks, site search, and video engagement that can’t be easily by standard events and require extra coding before GA4 can collect these events and provide reports.
Recommended eventsBehind the scenes, GA4 gathers data on your site activity and makes recommendations on events you may want to consider tracking, such as frequent outbound link clicks.
New G44 features
- Link to Google Merchant Center, Google Optimize, and BigQuery natively and for free
- Create custom reports in GA4 and add those reports right to your navigation
- Custom dashboards combining two tools in one —taking the data from UA and Data Studio
It’s not you, it’s Google!
Did Your Search Engine Rankings Drop Suddenly? It’s Not You, it’s Google! When you’ve worked hard to get your website ranking high in Google’s results, it can be disturbing when they experience a sudden drop. We’d tell you not to panic, but it doesn’t really work. Actually, if you see other webmasters panicking, chances are you should be too.
It’s not you? It could be GoogleGoogle makes updates every single day, a couple of times a day. A Google update in February caused a lot of volatility. Here’s the bad news: experts say Google’s volatility will continue to intensify. Tools such as Semrush Sensor can help with assessing SERP volatility. Remember, SEO is an ongoing process, so ranking fluctuations are inevitable. By monitoring, analyzing, and optimizing your website's performance regularly, you can improve your rankings and drive more targeted organic traffic to your website over time.
To stay informed of the up and downs, follow Google Search Status updates, or SEO news sites and blogs.
Consumerize the Customer Journey
Early in my career, a wise woman said customers pay my salary, not owners. It's vital for marketers to consider future customers' needs.
The new B2B customer is a digital nativeOur childhood determines our future behaviors as adults, the people we become, and the decision-makers we grow up to be. It is also true of the technological environment in which we were raised. The millennials, also known as Generation Y, were born after 1980. They are now in their 30’s. Generation Z, as you can see in the table, is still young, but we will soon see them influencing our businesses. Since technology is changing very quickly, a sub-generation was born between the Millennials and Generation Z. Zillennials were born between ‘93-‘98 and were influenced by more advanced technology than the Millennials. For their entire lives, digital natives have been surrounded by technology, social media, mobile devices, computers, and the internet. They speak this digital language as their mother tongue. They did not learn this language in their 20’s, 30’s, or later. They do not have an accent, so to speak. This impressive figure tells the whole story: More and more millennials and gen zers are entering the B2B decision journey, some as technological or professional influencers and others as decision-makers. It is important to note that among the people involved in decision-making, you usually meet several generations. A few months ago, we at Oz Global B2B did a project for the American agricultural market. The intergenerational integration in the decision-making process that arose there was very prominent.
- A family business where the younger generation initiates a decision, and the founding generation approves it. Sometimes the founder initiates the decision but immediately passes it on to the younger generation to check online what the options are.
- A senior manager at a big business closes a deal, but the people in the field - professionals or salespeople - do not “speak” the same language. This will greatly affect the next purchase.
The Millennials and Gen Zers highly influence who will enter the decision funnelAbout 50% of all product searches on the web are conducted by digital natives. The customer journey is long, complex, and involves many stakeholders. By the time the customer recognizes that he has a problem, we are, in most cases, not there. Identification is an internal stage from which someone is appointed to start researching information to find options for a solution. 50% of those who conduct the research and seek alternatives regarding a product or service, may not take an "official" part in decision-making but are the ones who put the relevant suppliers in the decision-making funnel. They are the ones who build the long list. They are the ones who decide whether or not you will be included in the “consideration group,” which is of critical importance.
Two tips to gain the trust of digital natives:
1. Be authentic!The generation that grew up on social networks, fake news, and unfounded marketing does not believe in marketing messages and does not believe in unproven statements. They have developed a hypersensitivity to online messages - they suffer from a blatant lack of trust in what is being said online. They continue to consume information online, but with a very large firewall. The bright side of it is that digital natives recognize authenticity when they see it..
So what does authentic marketing look like?
- Get your executives to use social media Customers want to know the people behind the executives or the company representatives that they are in contact with.Make sure your site reveals who you are beyond your formal title. What topics do you choose to share? Who are your friends, what groups do you belong to, and to whom do you respond to?LinkedIn is not everything. Feel free to diversify to other social networks - Facebook, Instagram, Twitter, and even Tik Tok.
- Share user-generated content from real people Show real things, with real customers behind them. If you trust your product, let it tell your story.
- Go live on social media platforms Talk without filters. To digital natives this sounds obvious, to digital immigrants, it is less trivial. At first, the digital immigrants posted posts after editing them numerous times. Then they agreed to post an edited video. The transition to live video is scarier, but this is exactly the meaning of authenticity.
- Promote employee advocacy Empower your employees to share smart, quality content with their own social networks. On average, employee networks have 10x more connections than a company has followers. Plus, according to the Edelman Trust Barometer, people are 3x more likely to trust company information shared by an employee than that shared by a CEO.
2. Consumerize!This word does not exist in the dictionary yet but already stars in the literature that follows trends in the B2B world. As Mona Akmal, Falkon CEO and Cofounder, once said, “As work and life flexibly intertwine, so must our approach to reaching our target users.” Gone are the days when the customer was a business person between 9-17 and a consumer on evenings and weekends. Studies show that the business customer is very much influenced by his consumer experience and expects to have a similar experience in business purchases. The customer experience touches on all stages of the journey - collecting information, placing an order, contacting the company up to paying.
- More than 80% of B2B customers stated that they will look for a new supplier if their expectations in terms of customer service and user experience are not fulfilled.
- According to McKinsey & Co, B2B brands score below 50% on customer experience index ratings on average, compared to 65 to 85% for typical B2C brands.
- Gartner illustrates that 77% of B2B buyers report that their last purchase was very difficult or complex.
To sum up…
- The digital natives are digital animals. They were born into it, and it is their playground. It requires us to be present and comfortable in the digital space. Allow them to find us easily and learn about us in a convenient way that interests them. Allow them to easily consult, purchase and pay online.
- Life in the digital arena has taught them to be suspicious, not to believe everything they are told. They have developed the skills and expertise to recognize fake news when they see it. This requires us to be authentic in interactions with them, without filters and edits.
- Remember, before they are decision-makers, customers, or partners, they are first and foremost human beings. Their personal lives have seeped into their business life and it is very difficult for them to separate the two. So, we have no choice but to "consumerize" the way we treat them.
10, 9, 8…. And counting down marketing trends for 2018
The New Year is here and we put together a countdown of marketing trends that will affect B2B brands in 2018!
10 – Visual contentThe trend for visualization through video, images and infographics will get stronger. In fact, predictions indicate that by 2019, video will account for 80% of consumer internet traffic. And, according to Facebook, live is even better and live video gets 3x more views and is expected to dramatically increase in 2017. B2B brands can use live videos in lots of different ways, including at events to give followers a behind-the-scenes look, host interviews with key influencers, and launch promotions.
9 – Big (big) dataBig data’s been a big trend for many years now, but it’s become more accessible because of machine learning and AI. As more and more platforms and marketing methods start incorporating big data, the use of big data is becoming an essential part of marketing and understanding what the consumer wants and when is worth its weight in gold.
8 – AuthenticityTransparency and trust have become a major component of the customer’s decision-making process as customers’ become less and less tolerant towards fake news and reviews, or in other words, exaggerated marketing. Brands should invest in community management to keep the online community engaged, informed and happy; and can use technology advances such as virtual reality (VR) and augmented reality (AR) to connect with users on a deeper, more emotional level.
7 – Content and influencer networksThere is no arguing with the fact that content is still king. However, there is a need to deal with the challenge of oversaturation. Now that most brands have some sort of content strategy and social media networks are full of content, the focus needs to shift slightly. Rather than fighting for more visibility, marketers will need to think out of the box and stand out in space that is already taken. This is where influencers come into the picture. By leveraging the networks of influencers who already have a “captive” audience, marketers can increase their online influence and start to reduce the volume of content produced, or in other words, go for quality and not quantity.
6 – Shift of focus from millennials to Generation ZBorn between 1995 and 2010, this consumer group marks a substantial shift that will affect all brands. These digital natives are different from millennials and they will have increased buying power in the near future. Keep an eye out on key platforms such as Snapchat and Instagram when targeting this young and highly dynamic demographic.
5 – Mobile, mobile, mobileWe cannot emphasize this one enough. Consumers are spending most of their time on their mobile phones. In fact, in 2018, mobile video consumption is expected to grow by 25% and ad spending on mobile video will reach 18 billion dollars next year, surpassing desktop. Even Google has even given priority to pages that are AMP optimized (Accelerated Mobile Pages). So the bottom line is that if you haven’t yet done so, you need to start optimizing your marketing strategies, websites and ads for mobile.
4 – Shift in KPIsWhile it’s still important to know how many people visited your site and from where, at the end of the day it’s all about sales. For this reason, it’s important to track conversions and revenue, in other words, who buys and at what stage of the buyer’s journey. In this way, it becomes easier to track your return of investment on digital marketing.
3 – Data protectionThe digital age brings with it the need to take multiple aspects including data privacy into account. In May 2018, the General Data Protection Regulation (GDPR) will take affect with the aim of improving protection for EU citizens and adapting privacy and data laws to the digital age. This will require marketers to think and act very differently as it will affecter multiple factors in a marketer’s focus, some of which require organizations to start preparing immediately.
2 – Native ads and smart contentNative advertising is expected to drive more than 74 percent of all add revenue by 2021. Because of their more natural placement and format, these ads usually get more exposure and engagement than traditional banner ads. However, these ads need to be written according to the preferences of those seeing the ads, and they should also be linked to “smart content” that is adapted to audiences based on NI, cookies and an in-depth understanding of target audiences.
1 – Take advantage of the FOMO effectEven though we already mentioned this one in a previous point, we think it deserves to be repeated for emphasis. As more and more people experience the FOMO (Fear of Missing Out) effect, marketers need to create unique and original content that makes potential customers feel like they’re the first to know. For example, content that involves a “behind-the-scenes look”, an exclusive with an influencer, or a sneak preview of upcoming projects and product launches can be used to really create a buzz and get potential consumers to engage “before” anyone else does.
Moo-ving it up a notch with user experience
To encourage Afimilk’s dealers to make more purchases online and to give them access to marketing materials, OZ designed an intuitive online partner portal.
Afimilk case study: partner portalIn the world of B2B, it’s really important to nurture partner relationships and find ways to make it easier for our partners and distributors to satisfy the needs of their (and our) end customers. In this manner, you can create a win-win situation where both your customers (distributors) are happy and their customers (end users) are happy with your brand. Recently, as part of our ongoing services for Afimilk – a global leader in advanced dairy management technology solutions – we created a unique and creative solution for its partners. With the goal of encouraging Afimilk’s dealers to make more purchases online and give them easy access to marketing materials, we designed an integrated and intuitive online partner portal. This portal provides end-to-end marketing and sales support, and an easy-to-use online ordering system. It includes three valuable tools that are also integrated with Afimilk’s ERP system:
- Knowledge center – with marketing resources including brochures, presentations, and supporting materials to help dealers promote Afimilk solutions.
- Configurator wizard – builds price quotations tailored to customer requirements while promoting Afimilk’s preferred solutions.
- Market gate – intuitive online ordering system tailored for Afimilk partners to encourage online ordering.
Moving to a business-to-business-to-user mindset (B2B2U©)
Communicate with both intermediary customers and patient-consumers in this new age of healthcare by transitioning to a Business-to-Business-to User model.
It’s all about the people and building relationships
We worked together to develop a new visual identity that stands out in the global market and is also centered around Trendlines’ two foundational principles.
It’s about the people AND building relationshipsBecause Trendlines Group’s hands-on investment approach and commitment to improve the human condition through innovation are inseparable parts of the company's character, the refreshed visual identity rests strongly on these principles. The result – a new compelling brand and visual identity – was launched at Trendlines’ 7th Annual Trendlines Company Showcase attended by hundreds of biomedicine industry professionals from around the world, and sponsored by companies worldwide.
Inbound for Medical & Healthcare Companies Event
We held an Inbound for Medical & Healthcare Companies event where industry experts shared multiple insights on marketing for medical and healthcare industries.
- Matt Brown, HubSpot Specialist from Boston – US Trends in Healthcare Marketing
- Dina Gidron, VP Strategy at OZ – Opening New Channels of Communication
- Mickey Nave, Corporate Marketing Director at Lumenis – Medical marketing: generating leads that your sales team will love
- Bat-chen Grinberg, Founder of MC Forum – Digital tools that reduce your work overload
- The age of “Social Health”. The combination of healthcare reforms, the age of consumerism and mobile technology is creating the perfect climate for change in healthcare.
- We see YOU, we know YOU, we understand YOU, we want to help YOU. The digital revolution is transforming the way we do business as we shift from a Business-to-Business (B2B) to a Business-to-Business-to-User (B2B2U©).
- Patient-consumers are the center of the universe. As patient-consumers become the single most important factor in this new era, we need to open up direct channels of communication with them to understand their challenges, increase brand awareness and create bottom-up demand.
- Trends in medical and healthcare. Patient-consumers are avid researchers; marketers are targeting patient-consumers AND payers; digital channels are overtaking traditional marketing channels; and digital content is key to the decision process.
- Brands must recognize social health and deliver value across the full spectrum to drive leads, convert prospects to customers and keep them loyal.
- Inbound marketing and content marketing are well-suited to the medical and healthcare industry as it promotes targeted communication, trust-based decision-making, long-term relationships, and thought leadership and industry expertise.
Getting to know your patient-consumers
When I just started my career, an intelligent woman told me that only when I understand.
Preparing for the age of “Social Health”As healthcare reforms, the era of consumerism and mobile technology create the ideal climate for positive change in the medical and healthcare arena, we’re ushering in a new age – the “Social Health” era. As we transition into this new era, patient-consumers are becoming the single most important factor in the medical and healthcare eco-system; and as they research and shop online for medical services, products and insurance plans, the medical & healthcare industry increasingly resembles a retail industry. The impact of this shift on medical and healthcare providers is huge as it means they need to open up direct channels of communication with patient-consumers to understand their challenges and offer services and products with real value. Or in other words, there is a need to move from a Business-to-Business (B2B) to a Business-to-Business-to-User (B2B2U©) approach. As we enter this age of “Social Health”, brands need to recognize the need to deliver value across the full spectrum to drive leads, convert prospects to customers and keep them loyal.
What’s the difference between traditional and inbound marketing?
Inbound marketing focuses on attracting customers through valuable content, while traditional marketing is marketer-centric and uses more interruptive methods.
It's time to attract your prospects instead of bombarding them.Inbound marketing is a customer-centric approach that focuses on attracting customers to your business through content and interactions that are valuable, helpful, and trust-building.
It’s all about using remarkable content to develop and nurture long-term relationships with your prospects so they ultimately build trust in your brand.In comparison, traditional marketing, which is marketer-centric, uses more interruptive methods to vie for the attention of prospects.
|Inbound marketing uses customer-centric tactics to attract prospects, address their challenges and goals, and build trust in your business
|Traditional marketing uses more interruptive methods to push products and services and get the attention of prospects
|Based on interactive communication that engages prospects and attracts them to you
|Based on one-way, outward communication
|Educational content such as blogs, videos, eBooks, white papers, SEO, and case studies
|Print and TV ads, banner ads, direct mail, cold calling, and mass email campaigns
|Offer prospects value through educational content and earn their trust
|Drive sales through product-centric marketing
Get your creative juices flowing with these great blog topic tips
Here are some tips to get your creative juices flowing to come up with some great blog topics.
- Consider the content’s purpose, format and topics.
- Create content that builds trust amongst your prospects.
- Get your content in front of the right people at the right time.
- Analyze & repeat. Determine what worked and what didn’t, and repeat your successes.
What is lead nurturing?
Lead nurturing is the process of engaging with contacts via automated workflows to build a relationship with them.
- Grow and nurture relationships
- Offer educational content
- Use hyper personalization
Inbound marketing in a nutshell
When I just started my career, an intelligent woman told me that only when I understand.
Why inbound marketing?We live in an age where people are bombarded with advertising wherever they turn, and for this reason, have become increasingly skeptical of standard interruptive marketing methods. In fact, Harvard Business Review reports that 90% of B2B buyers never respond to cold-marketing. For this reason, instead of competing for consumer attention, inbound uses the fact that prospects seek out the information they need on their own terms. By developing valuable and relevant content with the expectation to be found, potential customers will come to you, become new clients, and ultimately be delighted by their experience.
How does inbound marketing work?Inbound marketing is based on four phases: attract, convert, close, delight
ATTRACTFirst, attract visitors to your website using tools such as blogging, website optimization, and, social media. Tools: blog, social media, keywords, pages
CONVERTOnce you have new visitors, you can convert some into leads by gathering their contact information, the currency of inbound marketing. To do this, it's important to offer them something valuable, usually in the form of additional information or useful content. Tools: calls-to-action, landing pages, forms, contacts
CLOSEOnce you’ve converted some visitors into leads, you need to nurture their interest by providing them with relevant information. In this stage, tools like email and CRM are helpful in selling to the right leads at the right time. Tools: email, workflows, lead scoring, CRM integrations
DELIGHTOnce you close a sale with a customer, your relationship is just beginning. At this stage, you need to continue to delight and engage them so they become happy promoters of your brand. Tools: social media, smart calls-to-action, email, workflows Analysis is critical to making inbound marketing work. Every strategy and technique you use, and content you create, should be analyzed regularly to see if it's working, and adjusted as needed to make it better.
Does inbound marketing work for B2B?
Does inbound marketing work for B2B businesses? Of course it does, because it doesn’t matter what you’re selling or to whom – your customer always comes first.
Attracting customers with inbound marketingInbound marketing is a customer-centric approach that focuses on attracting customers to your business. Unlike traditional interruptive marketing that vies for attention through cold calls, purchased ads, and email blasts, inbound marketing responds to prospects’ needs and interests by offering them valuable content in the right place and at the right time. “By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive.” - Hubspot Read more about inbound marketing here.
So how does inbound marketing work for B2B?It’s often assumed that inbound marketing is better suited for businesses that sell directly to consumers (B2C); and, in the recent “push” to “pull” marketing shift, it appears that B2C organizations have more easily adopted this new marketing model. In contrast, B2B or B2C organizations appear to be more skeptical and adopt the new approach with more caution. The main reason for this is that a lot of B2B and B2B2C organizations are still trying to figure out how inbound marketing can work for them; and they often question whether this new approach is even applicable to business customers.
The answer is — of course — YES!Because the truth is that it doesn’t matter what you’re selling or to whom, the majority of your prospects are usually partially through the buying cycle before they even consider talking to a salesperson. And that’s where the emphasis needs to be — ON YOUR PROSPECTS. In order for inbound marketing to work, you need to have an in-depth understanding of your value chain and your sales model. Once you have that, you can then create valuable content that attracts visitors to your business, converts them into prospects, engages them until they decide to purchase your product or service, and then delights them so they become promoters of your brand. In this manner, you can use inbound marketing to create a win-win situation where you get closer to both your distributors and your end users, and in the process, increase brand awareness to enhance end-user demand for your brand (even if you they are not buying directly from you). But here’s the thing – you need to be in it for the long haul. Inbound marketing takes time, effort, and patience. But it’s definitely worth the wait!
Attracting the RIGHT customers to your B2B business
Inbound marketing for B2B is about attracting the right people to your business – those who become leads, then customers and ultimately promoters of your brand.
The power of content in inbound marketing
Content is the fuel behind inbound marketing – it carries the message your company wants to deliver to your customers at the right time and in the right place.
Content is what sets you apartIt’s the fuel behind inbound marketing – it carries the message your company wants to deliver to your customers at the right time and in the right place. It’s what powers a successful inbound strategy by pulling people from one stage of the inbound methodology to another and addressing their challenges and questions. It’s what attracts the right visitors to your site, converts them into leads, nurtures them, helps close them into customers, and then delights them into promoters.
Content in B2BContent marketing works for every type of business. In fact, according to a report put out by the Content Marketing Institute, 85% of B2B marketers identified the creation of quality and efficient content as being a leading factor for increased marketing success in 2016. Additionally, based on company metrics, 78% of these B2B marketers report an increase in audience engagement and 57% saw an increase in sales with use of content for their B2B marketing.
The content processNow that we've established the importance of content, where do you start and what should you focus on? The best way to optimize your content for your inbound marketing strategy is to follow a content process that involves 4 main steps:
- Consider the content’s purpose, format and topics.
- Create content that builds trust amongst your prospects.
- Get your content in front of the right people at the right time.
- Analyze & repeat. Determine what worked and what didn’t, and repeat your successes.