The best B2B digital marketing campaigns generate leads! But, not all leads are the same.

When it comes to defining success in any B2B marketing campaign consider the digital marketing sales funnel and the buyer’s journey and how efforts contribute to fill the funnel and lead to more sales in the future.

Considering the digital marketing sales funnel

The top of the funnel is wide and narrows the further users are into the buying process. Every B2B business wants bottom of funnel leads that are ready to buy, but there are less of these generally and more competition for them.

At the top of the funnel users are researching and searching for information that solves a need. Many times this research starts with a search engine like Google.

Keywords with informational intent are more top of funnel, and there are more more of these.

I like to utilize SEO for informative top of funnel leads. When you write the right content for your B2B audience with keywords they’re searching for so you’re found on Google.

As they visit your website in search of information about something, they gain awareness about what you offer. From here you can try and capture their email with a free mid-funnel offer like a helpful guide or eBook.

Once you capture their email you can nurture them with more helpful content and storytelling that eventually moves them to take action.

What makes a successful B2B marketing campaign?

The first step to a successful B2B campaign is knowing what success looks like.

  • What are you looking to achieve?
  • How many new leads do you need?
  • How much revenue do you need?
  • How many new customers is that? What percentage of leads turn into customers?
  • How long is the sales cycle between lead to sale?

Once you’ve defined your goals, make sure you’re tracking your results.

Free tools like Google Analytics can keep track of what digital channels lead to key website events like filling out a form or downloading a free eBook or registering for a webinar.

Make sure conversion tracking is in place and working before investing into the new campaign.

In addition to conversion, you may have other goals for your B2B campaign, such as building brand awareness, in which case you would want to define other key performance indicators (KPI’s) for your campaign, such as website visits, ad impressions or social media engagement.

What does the best B2B marketing campaign look like?

Before launching a B2B digital marketing campaign it’s important to define your target audience. It’s recommended to do persona work and figure out what your target audience is struggling with and how you can help.

  • Where is the opportunity?
  • What do you do best?
  • Figure out your unique selling proposition and how you can position yourself in the B2B space.

Once you’ve defined your target audience for the campaign, figure out where they hang out online and make yourself present there.

The best B2B marketing campaigns help to build relationships with your target audience and spur them into taking action with you.

Offer mid-funnel content that is helpful and showcases your expertise

A coordinated B2B marketing campaign generally includes a mid-funnel offer like an eBook, guide, checklist, etc. that’s offered on a landing page in exchange for your email.

Mid-funnel people are interested in engaging and sharing their email gets you in their inbox.

Did you know that email converts higher than any other digital marketing medium? Once you land the inbox, you build trust.

Follow up with more helpful content via email, use storytelling and social proof like case studies and testimonials. Make sure to include call-to-action (CTA) when you’re ready to invite them to the next step.

Always remember users want to know what’s in it for them

When it comes to copywriting and messaging, the best B2B marketing campaigns speak to the needs of your target audience.

The best B2B digital marketing campaigns showcase the benefits your business has to offer with clear call to action to schedule a free consultation (or whatever the first step is in your sales process).

And make sure it’s easy to contact you!

Distribute your offers and helpful expertise via Google Ads and LinkedIn

Mid-funnel content for B2B campaigns is best promoted on LinkedIn. Post on your personal and business page with eBooks, guides, webinars, and other events that get people interested in what you have to offer and show off your expertise.

Continue to post other helpful content on your social media and make sure it’s easy to contact you on your website. LinkedIn makes it easy to target others in the B2B space and for them to share your content and expand your reach in a similar network of people.

The best B2B marketing campaigns for bottom of the funnel leads in my experience is Google Ads.

Google Ads are a pay-per-click (PPC) model where you bid for clicks on keywords you want to show at the top of Google for. Since you are paying per click, it’s important to be strategic about what keywords to bid on.

For more bottom of the funnel leads, it’s best to bid on keywords with transactional or commercial intent, which means they’re searching for a service or solution versus information, and they are looking to hire someone.

Google Ads can be optimize for conversion and trained to go after high-quality leads.

Remember that lead generation is just the first step. In order to close the deal, customer service is key. Make sure to follow up with your leads promptly or your competition could sweep them up.

Get started generating new B2B leads

Need help with a B2B marketing campaign? We’re here for you! Find out more about our initial digital marketing strategy plan here or schedule an initial call here.