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Ten Actionable B2B Tips for Creating Personalized Omnichannel Experiences

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Guest post by Apoorv Bhatnagar.

B2B customers have come to expect the same type and level of personalization as B2C customers. Consequently, businesses must personalize interactions across channels to form a rich, cohesive experience for B2B customers.

Personalization tips for B2B marketing

Image credit: Arantxa Aniorte on Unsplash

Here are ten tips to help ensure a smooth transition from single or multichannel marketing to an unforgettable omnichannel marketing campaign.

Ensure Buy-In Across Departments

The biggest key to success for any business initiative is team buy-in. Omnichannel experiences will require an “all hands on deck” approach from each department; without buy-in, your organization will struggle to deploy this new measure.

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Four Ways to Bridge the Gap Between Marketing and Sales

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Guest post by Payman Taei.

To be successful in any business, it’s vital that your sales and marketing teams work together effectively. While that probably sounds obvious, like professional figure skating, it’s much harder than it looks.

4 steps to bridge the gap between sales and marketingFar too often, organizations create structures that keep information trapped in functional silos. This prevents data (and the insights contained within that data) from freely flowing across your enterprise—meaning that the people who actually need access to that information to do their jobs simply don’t have it.

Your marketing ideas, for example, should always be informed by what is going on in sales, and vice versa. Together, your marketing and sales teams possess the knowledge to paint a complete picture of who you’re targeting and how to best get the right message in front of the right person at the right time.

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The Founder Interview Series #32: Mike Lewis and Michael Weber, Click360

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Year after year, marketing professionals are asked to do more with less. Generate more leads (or sales) and increase brand awareness, without spending more (or at best, not much more) money.

That means both B2B and B2C marketers are challenged to answer the same question: how can I know which marketing tactics are actually driving sales, so I can allocate my marketing budget more effectively?

Mike Lewis and Michael WeberMost analytics tools are limited in their ability to answer this. They mostly focus on first/last-touch attribution or attribution from a single source or channel, while being backward-looking rather than prescriptive.

After living this challenge for years and never finding technology that could deliver the insights they were after, two entrepreneurs set out to solve this problem. Here’s the story of Mike Lewis and Michael Weber, and the company they co-founded, Click360.
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The Entrepreneur Interview Series #23: Nicolas Wegener, SendSquared

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Marketing technology can be tremendously powerful, both in enabling marketers to do innovative things and in allowing them to automate common tasks. But there are two big problems marketers face in working with their technology stack (or more accurately, their marketing technology matrix) today.

Nicolas WegenerThe first problem is that most of the tools simply aren’t very smart. Which means, too often, that their net effect is to enable marketers to do the wrong things more quickly and at a lower cost. For example, to send a specific message to a specific group on Tuesday morning at 10:00—even if that message isn’t right for that group, or Tuesday at 10:00 isn’t the best time to send it.

The second problem, which is part of the reason for the first, is that marketers too often must work with stacks or matrices of tools that are disconnected from each other. The resulting gaps and overlaps SendSquared logomake it difficult for marketers to make the best decisions.

While running an ecommerce company in his prior role, Nicolas Wegener recognized the fragmentation in the customer journey caused by the number of software platforms his company had to use to run its online store. It was a big hindrance, and figuring out which tools worked the best with one another was challenging.

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The Scope of SEO and Digital Marketing Expertise

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Guest post by Mathew Jade.

Digital marketing as a discipline has matured and encompasses a standard set of components, though best practices within those components continue to evolve. Looking at the future of digital marketing, it continues to consume a larger share of overall marketing budgets for publicity, advertising, and promotion.

Benefits of SEO and digital marketingSearch engine optimization (SEO) is at the core of digital marketing success. SEO is a vital early-market strategy for new ventures and startups, as it produces cost-effective, long-lasting results. Creating high-value search-optimized content also helps established companies build their online presence and brand credibility.

Here are six elements that define the scope of SEO and digital marketing benefits and key practices.
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