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When searching for marketing tactics on Google, it's all too easy to come across articles that merely list the basic marketing methods we already know about: SEO, PPC, email, social media, referral marketing, loyalty programs, and so on. And many of the themes built on top of these tactics are the same: identify your target audience, customize your message, and make good use of your data.
These methods have a place in your marketing toolkit, without a doubt. However, the universe of B2B marketing strategies has grown, and professional services buyers' behavior has evolved.
The best ways to perform the evergreen marketing tactics will appear somewhat different each year as the workforce matures, new trends emerge from the epidemic, and large platforms make significant adjustments.
Niche-Outreach Strategy
One of your most essential business concerns is specialization and niche targeting. Our research has consistently demonstrated that the fastest-growing companies are those that concentrate on a narrowly defined niche. This should be an area of the business in which you are well-versed and where you can establish yourself as an undisputed authority and leader.
Because specialization establishes precisely what you do and quickly identifies you from the competition, it makes all of your marketing activities simpler. A differentiator that proves itself is a skill.
Marketing Automation
Email Marketing automation is a technology-enabled process that substitutes high-touch, repetitive manual operations with automated ones. It combines all of your marketing channels into a single centralized system for planning, monitoring, and assessing campaigns and programs.
Like with any technology instrument, it's critical to pick the correct email marketing automation tool for your company. Make sure a potential solution's size, complexity, and scalability are a good fit for your requirements along with add on features to carry out other marketing activities.
CRM
Another critical software is a Customer Relationship Management System (CRM). Many companies utilize a customer relationship management system (CRM) to monitor and organize opportunities and client information, no matter how complex your operations get, a CRM will help you stay organized and connected.
Your CRM is a database that stores all of the data you collect about opportunities and clients, including distinct interactions. Employees from various company divisions may enter, save, and access the data, allowing synchronizing your firm's sales and marketing efforts.
Lead Nurturing
Lead nurturing is the most crucial stage in the sales cycle, as not all the accounts are going to close immediately and you need consistent efforts to remind them that you are there if they’ve requirement of your services.
Drip email campaigns or conditional campaigns allow you to deliver more tailored offers to subsets of your audience over time. Through subsequent, relevant information and suggestions, this deepens engagement and educates further.
Continually track performance
Monitoring marketing performance is critical for understanding how and where your traffic varies and enhancing future content based on your conclusions. Businesses can also evaluate the impact of their email marketing strategies by tracking web analytics and campaign stats.
The following are three metrics worth tracking in email automation tool or CRM:
- Bounce Rate
The percentage of emails that did not land in the inbox of your target customers, either because of wrong email, spam marked sender’s email ID, flagged and marked spam because of fishy content in email etc.
- Open Rate
It signifies the total number of emails opened from the total number of emails sent to your target audience.
- Response Rate
This aspect suggests a total number of positive, negative and warm responses received from the total outreach.
