What is B2B Growth Marketing? And How Can It Help You?

We all know that the world of digital marketing is shifting rapidly. As a B2B business, you need to be on top of the latest marketing efforts to keep up with the competition. If you’re not, you risk losing your customers to the competition. But marketing isn’t a one-size-fits-all approach. You need to tailor your strategy to your business and whom you’re trying to reach. B2B growth marketing is a new approach to marketing that is changing the way businesses are reaching their customers.

What is B2B Growth Marketing?

B2B growth marketing is a newer approach to marketing that focuses on generating leads from qualified prospects through content, email marketing, social media, and other online marketing tactics. It is great for businesses trying to increase leads, sales, and revenue in a short amount of time.

Another term that is often used to refer to B2B growth marketing is B2B growth hacking. Growth hacking is a marketing technique used to increase a business’s growth and sales using unconventional means. It is a great way to learn about your target audience, improve your sales and lead generation strategies, and provide you with a way to improve your business continuously. However, it should be considered a short-term strategy to help you get off the ground.

Once you’ve started seeing your initial results, you want to transition from these short-term, unconventional efforts to a more strategic, long-term strategy that utilizes more conventional marketing tactics, such as email, social media, etc.

Benefits of B2B Growth Marketing

Approximately 61% of marketing teams say that generating traffic to their site and generating qualified leads is among their top challenges. With B2B brands looking to increase their lead generation in any way they can, it’s no surprise that B2B growth marketing is becoming popular.

Generating leads and increasing sales is the main benefit of using B2B growth marketing. However, there are a few other noteworthy benefits of using this marketing strategy.

Improved SEO Rank

If you’re using content marketing to generate leads and improve sales, your business can end up ranking higher in search results. This is through creating and sharing content that utilizes search engine optimization (SEO) best practices to ensure that your piece is adequately optimized. This will ensure that your content is ranked by search engines and put in front of your target market. 

Increased Brand Awareness

B2B growth marketing can help your business build its brand and reputation. Creating high-quality content and advertising your business in the right places will help your business become a recognizable brand, which will help you build trust and credibility with your target audience.

Improved Customer Experience

B2B growth marketing will help your business improve its customer experience. By utilizing more marketing tactics, such as email marketing, your business can communicate with leads and customers in a more personalized way. This will help lead to better customer retention rates, higher conversion rates, and more satisfied customers.

5 B2B Growth Marketing Tactics Worth Exploring

When you first get started with B2B growth marketing, it can be difficult to know where to begin. You can use many different tactics to help you improve your lead generation, sales, and revenue. Here are a few of the best tactics that you should consider using:

1. Social Media Marketing

Social media marketing is a great way to engage with your target audience and build a relationship with them. It’s also a great way to share your content with your target audience and drive traffic to your website. However, when you use social media marketing, you need to be smart about how you approach it. You don’t want to bombard your audience with sales messages. Instead, you want to use social media to engage with your current and potential customers and build a relationship with them.

2. Content Marketing

Content marketing is one of the most effective ways to generate leads and improve sales. It’s important that you create high-quality content that is engaging, informative, and generates a response from your audience. When you’re crafting your content, it’s essential to keep your audience in mind.

  • What do they need to know?
  • What do they want to learn?
  • What do they care about?

Your content will be much more effective if you can answer these questions.

3. Email Marketing

Email marketing is one of the ways to reach your target audience. It allows you to communicate with your customers in a personal way while providing them with the information they want. Email marketing can be effective when used to provide your customers with helpful content. It can provide customers with useful information, such as tips and guides or promotional offers.

4. Account-Based Marketing Campaigns

An account-based campaign is a B2B growth marketing tactic focused on providing value to your target audience by speaking directly to them. It helps you create a personal relationship with your target audience and tell them more about your business. The goal is to build a relationship by giving your target audience information that is valuable to them.

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G2

5. Lead Verification

The ultimate goal of B2B marketing is to generate leads that are actually interested in your product and will eventually become customers. However, leads can be expensive and difficult to obtain, which means that you want to ensure that you’re generating quality leads that are interested in your product. There are several tactics you can use to help you improve your lead quality.

One of the easiest ways to ensure that your leads are quality leads is by verifying them. Verification helps you separate the interested leads from the ones that aren’t.

Quality B2B Growth with Hushly

When it comes to B2B growth marketing, you can use countless tactics and strategies to help your business grow. However, it’s crucial that you use tactics that are relevant to your target audience.

Hushly has several tools available to help you with your B2B growth marketing, including ABM campaigns and lead quality assurance. After all, finding the right leads who are genuinely interested in what you have to offer makes all the difference when it comes to your business’s goals.

Don’t waste your time with unqualified leads. Hushly’s Lead Assurance Services will help you address those ready to act now.

Get started today!

How Can Experience-Based Marketing Drive Brand Growth?

There is a huge difference between marketing to customers and marketing to prospects. Experience-based marketing gives a company a way to target its prospects by connecting them to relevant content. It allows companies to reach their target audience, and if used correctly, it can help a company grow its brand.

What is Experienced-Based Marketing?

Experienced-based marketing goes by several different names, including engagement marketing and experiential marketing. What sets this type of marketing apart from more traditional marketing is that it focuses on creating the best experience for your prospects. Experienced-based marketing relies heavily on engaging your audience and providing them with a personalized experience.

It uses content to connect with your customers and prospects, and it also uses various tools to gather information from them. With the right information on your audience, the better experience you can provide them.

What Classifies as an Experiential Marketing Experience?

There are a few key components to an experience-based marketing campaign. Whether you’re trying to create a memorable experience via a live event or you’re trying to do so via your content creation and various digital marketing strategies, there are a few things you’ll need to keep in mind to ensure you are creating a truly experiential marketing experience:

You Have Active Participation/Engagement from Your Audience

Your audience is the driving force behind experiential marketing. To create a compelling experience, you’ll need to get your audience involved. Whether you’re going for a live event or you’re going for a content-based strategy, your audience will need to be actively participating in the experience. You can’t force your audience to participate, but you can entice them to.  The more you engage with your audience, the more likely they are to engage with you.

You Are Providing Your Audience with Long-Lasting Value

Experienced-based marketing is not about getting your audience to simply take advantage of a special offer or a promotion. It’s about providing them with value that will last long after your event is over or your content has been consumed.

This means you need to be addressing your audience’s needs in the here and now, as well as promising them content or services that will address their needs in the future as well. Remember, you can’t just focus on immediate sales. You need to focus on the long-term relationship you’re building with your audience.

You Are Actively Promoting Your Brand’s Values – Not Just Your Products/Services

One of the biggest mistakes you can make when you’re creating an experience-based marketing campaign is to focus on your products/services and not your brand’s values.

You’ve likely heard the phrase, “People don’t buy from companies. They buy from people.” This is true in the case of experience-based marketing, too.

People want to buy from brands they can trust and share the same values as they do. They want to buy from brands with a story to tell and are willing to share that story with their audience.

When you’re creating your experience-based marketing campaigns, you need to focus on the values behind your brand. You need to focus on the story your brand has to tell and why you do what you do.  Your audience wants to know that you are more than just a company – you’re a person or a group of people who are genuinely invested in their well-being.

What is an Example of Experience Marketing?

Experience marketing is about providing your targeted audience with a personalized experience that will engage them and make them want to learn more about your products or services. One way to do this is with an adaptive content hub

An adaptive content hub is a website that provides your prospects with the most relevant content based on their preferences and interests. This way, your prospects are more likely to find interesting content, and they are more likely to engage with your content.

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Hushly

The brand MindTickle has an excellent example of a fully functional adaptive content hub that serves up content based on various factors, including keywords the searcher is using and the prospect’s stage in the sales cycle.

By focusing on experience-based marketing, the brand fueled a 93% growth!

The Key to Successful Experience Marketing

The key to successful experience-based marketing is creating a memorable experience for your prospects. It’s about getting them involved in your campaign and giving them a way to interact with your brand.

It’s about providing them with the information they need when they need it most.

Experience marketing is all about personalized experiences, and it’s about providing your audience with a memorable experience. When you do this, you are more likely to build customer loyalty and forge lasting relationships with your audience.

Providing content or hyping up your next event isn’t enough. You need to make sure you are setting specific goals and defining success based on interactive KPIs, such as:

  • Shares
  • Comments
  • Impressions
  • Reach
  • Likes
  • Pins
  • Clicks

By defining success and monitoring these KPIs, you’ll be better able to see what is working and what isn’t when it comes to getting your audience excited about what you have to offer. You’ll also be able to gather critical information about your audience that will help you design more personalized experiences moving forward.

Experience-based marketing is a great way to grow your brand and build customer loyalty. When you combine experiential marketing with content marketing, you have a powerful combination that can help you meet your sales goals and drive brand growth.

Experience-Based Marketing with Hushly

When it comes to creating a strong experienced-based marketing strategy, Hushly has several options that can help your B2B brand create the most memorable experience possible for your audience.

We have various solutions that can help your company grow its brand and reach its sales goals. From customizable, adaptable content hubs to account-based marketing solutions that help you connect with your audience in a meaningful way, Hushly has everything you need to help you engage with your audience.

Get started by requesting your demo today!

5 Elements of the B2B Sales Process You Should Never Automate

A vast majority of B2B marketing teams have started to automate many (if not most) of their workflows because it’s a proven way to increase efficiencies without sacrificing effectiveness. B2B sales teams, on the other hand, have been slower to adopt automation. That’s because the B2B sales process still requires a bit of a human element to make it work effectively.

Why You Need to Humanize Your B2B Sales Process

B2B sales teams have been slow to adopt automation because they understand that people are still crucial in the sales process. If you ignore this fact, then your sales team will fail. Here are the reasons why:

You Can’t Automate a Genuine Relationship

An essential element of the B2B sales process is building relationships with potential customers. Your consumers want to know that you understand their needs and can level with them personally. 84% of B2B buyers are more likely to buy from sales reps who understand their needs/goals. Artificial intelligence may be able to learn and make educated suggestions, but a computer will never be able to understand or empathize with your consumers the same way you can.

You Can’t Automate Trust

When you’re trying to build trust with your potential customers, you need to show that you understand their needs. You can’t do that with a computer. Potential customers want to know that you have their best interests in mind. They don’t want to feel like you’re just trying to push a product on them or take advantage of them.

Studies show that only 3% of B2B buyers trust sales reps. However, these individuals still seek out interactions with a sales rep during three vital stages of the buying journey:

  • 19% during the awareness stage
  • 60% during the consideration stage
  • 20% during the decision-making stage

5 Elements of the B2B Sales Process That Need a Human Touch

While there is a time and place for automation in the B2B sales process, a few elements still require that human touch. Here are the five elements of the B2B sales process that you should never fully automate:

1. Prospecting

Prospecting for new leads is a vital part of the sales process because it helps you build your pipeline and stay top-of-mind with your potential customers. Sure, some prospecting tasks can be automated, such as lead verification. However, if you automate the entire prospecting process, you run the risk of sending out irrelevant messages or being perceived as spam.

For example, you can’t fully automate the processes of building consumer profiles. While this process can be partially automated, it relies heavily on data collected from your interactions with your potential customers. These interactions include phone conversations, meetings, and social media interactions – all of which require human interaction.

2. Initiating Connections

Connecting with potential customers through automated messages may seem like the most efficient and effective way to build your list of leads. However, these messages can sometimes come off as spammy or impersonal. Subsequently, they can damage your brand’s credibility and cause your leads to disengage with your messages.

A great example of when you shouldn’t send an automated message is conducting cold email marketing as part of your prospecting activities. Many B2B sales teams reach out to potential leads to initiate a business relationship. If you’re sending out an automated email, it’s easy to tell. This message often lacks personalization, which is a big turn-off to consumers and can come off rather robotic in nature. You want to always make sure you are taking the time to personalize your messages to stand out to the specific individuals you are speaking to.

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Yesware

3. Demonstrating Value

When you’re trying to demonstrate value to your potential customers, they want to hear it from a person and not a computer. If you try to automate this process, your potential customers will feel as though they’re just another number on a list. This can have a negative impact on your brand’s credibility and cause your leads to disengage with your messages.

4. Negotiating Terms

Negotiating terms is a crucial part of the sales process because it helps you finalize your business relationship’s details. If you try to automate this process, you risk missing an important detail or misinterpreting the information you’re receiving. This can lead to a breakdown in communication, which will ultimately lead to a failed business relationship.

5. Closing the Deal

Closing the deal is the final step in the B2B sales process. However, it’s not something that you can automate. Closing the deal requires a human element because it involves a personal conversation between you and your potential customer. This conversation helps you finalize the details of your business relationship and gives you the opportunity to ensure that you’re providing a truly valuable solution to your potential customers.

Aspects of Your B2B Sales Process You Should Automate

While the entire B2B sales process shouldn’t be automated, many areas can and do benefit from automation, including:

Lead Scoring

Lead scoring helps sales reps to prioritize their time and resources by focusing on the leads that are the most likely to convert. This process can be automated by using a software solution that collects data from your interactions with your potential customers. The software then analyzes this data to determine the likelihood of a prospect converting into a customer.

Follow-up Messages

One of the most common ways to automate the B2B sales process is using follow-up messages. These messages are sent to your leads after they engage with your company (e.g., they visit your website, download your content, etc.). These messages are designed to help you nurture your relationship with that prospect and increase the likelihood of a conversion.

Chatbots and Virtual Assistants

Chatbots and virtual assistants are becoming increasingly popular because they make it easier for your prospects to interact with your company. These tools are an excellent resource for providing your B2B consumers with quick responses to frequently asked questions. If the bot can’t answer their questions, the individual can be forwarded directly to a sales agent to ensure they get the answers they need.

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Salesforce

Lead Quality Assurance with Hushly

Are you looking for a superior lead quality assurance solution that can help you increase the number of sales-ready leads in your pipeline? If so, check out the Hushly Lead Quality Assurance solution.

Hushly’s Lead Quality Assurance solution collects the information your lead enters into your forms and checks it against the individual’s LinkedIn profile to validate it before sending it to your automated marketing platform – helping you deliver high-quality leads to your sales team.

Ready to see what Hushly can do for you? Request your custom experience today!

What Most B2Bs Get Wrong About Buyer Journey Mapping

Buyer journey mapping can be an excellent B2B marketing technique for helping your company understand how your potential customers reach their decision to do business with you. But buyer journey mapping can be a tricky thing to get right.

While studies show that effective buyer journey mapping can increase cross-sell and upsell revenue by an average of 79%, if you’re not approaching the mapping journey the right way, you could be missing out on significant potential.

Are you using the concept of buyer journey mapping to your benefit? Or are you one of the many B2B brands that are missing a massive piece of the puzzle?

Buyer Journey Mapping: What is It?

Buyer journey mapping is the process of defining your ideal customer and where they’re at in the buying process. It is a visual representation of how your prospect interacts with your business, from the moment they become aware of who you are and what you do to the point when they make a purchase.

The goal of buyer journey mapping is to help you understand how your customer makes their purchasing decisions, which will help you create the best possible customer experience.

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Upland Software

When you map the buyer journey, you can gain insights into how your potential customers interact with your brand.

Why Traditional Buyer Journey Mapping Doesn’t Work

Unfortunately, many B2B companies try to use this information to control their customer’s behaviors, which simply isn’t feasible. You can’t control how your potential customers behave, but you can control how you interact with them.

The problem with traditional buyer journey mapping is that it focuses on what your customer should do rather than what they actually do. As a result, you end up with a difficult-to-follow map that doesn’t accurately reflect the buying process.

How to Do Buyer Journey Mapping Right: Focus on What You Can Control

So how can you make buyer journey mapping work for your B2B business? It all comes down to knowing what you can and can’t control. While a traditional buyer journey map can help you understand what your customers want of you at specific buyer journey stages, you need to realize that your job now is to supply them with the information they need to make a confident buying decision.

Most importantly, that means supplying them with various pieces of content and plenty of non-promotional interactions that make them believe that their decision to make a purchase was 100% their own.

So, instead of focusing your attention on trying to control the buyer’s behavior, focus on what you can control, including:

Creating Premium Website Content

Your buyers will come to your website looking for answers to their questions. Make sure that you have quality, easy-to-find content that will answer those questions. Your website is your B2B marketing hub, so make sure it’s a place where prospects will want to come again and again.

Premium website content goes well beyond your standard blogging calendar. Instead, you want to make sure you are providing your audience with a vast array of content options, including:

  • Infographics
  • Slideshows
  • Video content
  • eBooks
  • Case Studies
  • Whitepapers

Ensure that you are providing your audience with a steady stream of quality, value-adding content that will help them make a confident, well-informed decision.

Creating Valuable Social Media Posts

Social media is a powerful way to make connections with your prospects. Make sure that you’re using your social media platforms to engage with them, not just to push your content and products.

A great way to use your social media platforms is by sharing thought-provoking posts, highlighting consumer comments/reviews, and even sharing third-party posts for your audience to check out. Content curation is a great way to show your leads that you’re a trusted resource for them when it comes to making a purchasing decision.

Writing Informative Blog Posts

One of the best ways to engage your prospects is by providing them with educational content that helps them with their buying decisions. By providing your audience with the information they need, you’re building a relationship based on trust and valuable information, rather than one based on you trying to control their behaviors.

The key here is to make sure your publishing relevant content consistently, as 47% of B2B buyers say they will read at minimum three to five pieces of content from a brand before they make the decision to even speak with a salesperson.

Personalizing Content for Your Audience

Personalized content is more effective than mass-produced content. Studies show that B2B consumers have extremely high expectations when it comes to personalization. 84% of business buyers state they are more likely to buy from sales reps that understand their needs/goal.

Again, you can’t control what your leads do. However, you can demonstrate that you understand their goals by providing them with personalized content to answer their questions or directly address their concerns.

Depending on how your audience is receiving their information (your website, from signing up for your email newsletter, etc.), you can personalize your content delivery in several ways. For instance, if an individual is receiving information via email, you can direct them to an email preference center so that they can tell you exactly what kind of information they want to receive.

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Really Good Emails

However, if you’re looking to give your audience a personalized experience while viewing your content, you can implement an adaptive content hub that utilizes AI to present only the most relevant content to each of your audience members.

Hushly

Give Your Users What They’re Looking for with Hushly

Are you ready to give your B2B audience the most immersive, personalized experience yet? Then you’ll want to check out Hushly’s adaptive content hub.

With today’s B2B buyers being flooded with information from all angles, it can be challenging to sift through it all. Instead of bombarding them with a site full of possibly irrelevant content, why not give them the right information right off the bat? By implementing AI technology, our content hub does just that.

Ready to provide your audience with a personalized content experience? Request your custom content experience today!

Why Customer Experience Matters (and What You’re Doing Wrong)

Customer experience is one of the most essential elements of any marketing strategy. Why does customer experience matter so much? It’s the key to building successful relationships and a loyal customer base. 91% of B2B consumers expect a completely seamless user experience on the websites they choose to visit.

So how do you create a remarkable customer experience? Here’s what you need to know.

Why Your B2B Customer Experience Matters

B2B marketing is often focused on generating leads and closing sales. However, the customer experience is the key to building successful relationships that translate into loyal customers.

Unfortunately, studies show that only 30% of B2B buyers believe that brands provide excellent customer experience. That means nearly 70% of B2B consumers feel underwhelmed by their interactions with a website. Another study shows that 67% of B2B buyers have switched vendors for a more positive experience.

The good news? According to Gartner, over 80% of B2B organizations expect to compete primarily on customer experience, which means they are investing heavily in creating the utmost best UX for those who choose to visit their website.

While there are plenty of guides out there on optimizing your website for the best customer experience, marketers still make quite a few common mistakes that can hamper their efforts.

Most Common UX Mistakes B2B Marketers Make (And How to Fix Them)

Knowledge is power. The more you know, the better off you’ll be. Here are some of the most common mistakes B2B marketers make when designing their customer experience and how to fix them.

1. Gating Content

Gating content by requiring a user to enter their contact information before giving them access to a product demo or other key piece of information is a common practice in B2B marketing. It’s also one of the worst practices you can implement.

Why? Because it doesn’t foster a genuine relationship between you and your target audience. Instead, it makes a potential customer feel like you are just trying to sell them something.

Solution: There is a time and place for gating content. However, you want to make sure you are not gating everything of value. Instead, consider gating content that is more of a sales pitch or upsell.

2. Not Creating Empowering or Interesting Content

Filling your website with boring, bland content won’t make customers feel empowered or interested in what you have to offer. You need to be creating compelling content that speaks to your audience. It’s because 52% of B2B consumers state that they are “definitely” more likely to buy from a brand once they’ve read a compelling or interesting piece of content from them.

Solution: Create content that speaks directly to your target audience. What are their interests? What do they read about? What do they want to learn?

3. Annoying Forms

There are few things more annoying than filling out forms that take too long to fill out and ask for information that is not needed. This makes your potential customer feel frustrated and like they are wasting their time.

Solution: Keep forms short and relevant. Make sure to remove any unnecessary fields, and don’t make them mandatory. Also, make sure to offer a way for your visitors to save their progress if they need to leave and come back later.

4. Neglecting Personalization and Machine Learning

Personalization is a key component of making a B2B customer experience feel unique and tailored to the individual. In fact, 49% of customers have said that they made an impulse purchase after receiving a more personalized experience.

Solution: Use machine learning to create a more personalized experience. For example, you can use data from past interactions with your website to make relevant suggestions and recommendations.

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Hushly

5. Improper Content Organization

There are few things more frustrating for a customer than to have to hunt through your website to find the information they are looking for. 56% of B2B customers have said they will leave a website if it takes too long to find the information they want.

One of the top frustrations amongst B2B and B2C consumers is a difficult-to-navigate website or one that displays incorrectly.

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SuperOffice

Solution: Group related content together and create a logical structure for your website. This will make it easier for your visitors to find the information they need and prevent them from leaving.

6. Not Prioritizing Mobile

With 52% of all internet traffic now coming from mobile devices, you must take the time to optimize your website for mobile viewing. 57% of customers state that they won’t recommend a business with a poorly designed mobile website. At the same time, 50% state that they will stop visiting a website after a poor mobile experience.

Solution: Use a responsive design that is optimized for mobile viewing. Also, make sure that your website is easy to navigate and use on mobile devices.

7. Using Outdated Technology

The success of your customer experience relies heavily on the technology that drives it. If you use outdated technology, it can impact everything from the look and feel of your website to the speed at which it loads. This can lead to a bad customer experience and will eventually translate into a loss of revenue.

Solution: Make sure to use the latest technology to power your customer experience. This will ensure that your website is fast, reliable, and easy to use.

Create the Best Customer Experience for Your Audience Using Hushly

The first step to creating a remarkable customer experience is to make sure that your website is optimized for the best possible performance. To do this, you need to make sure that it is built on powerful, reliable technology.

That’s where Hushly comes in. With our self-nurturing landing pages, you can lead with value and increase conversion among your would-be abandoners. Our landing page builder utilizes AI to provide only the most relevant information possible to each visitor.

If you’re ready to improve your landing pages, then make sure to request your custom demo today!

5 Interactive Elements for a Memorable Brand Awareness Strategy Online

It’s no secret that the internet is growing by the minute. Users are logging on to the internet to satisfy their thirst for information, products, entertainment, and much more. With the average person spending nearly 27% of their waking hours online or on their mobile devices, it’s no surprise that businesses are working hard to increase their online brand awareness strategy.

The problem many B2B marketing teams are running into is finding a way to stand out online. While creating content and static landing pages is crucial for any brand awareness strategy, the key to real success is implementing interactive elements into the mix.

Your Brand Awareness Strategy is Essential

Your brand awareness strategy is essential to the growth of your business. It’s the main driving force behind your marketing efforts. If you’re not investing time and money into creating a rock-solid brand awareness strategy, you’re missing out.

Research shows that 89% of B2B marketers claim that brand awareness is their most important goal and comes before both sales and lead generation.

Your brand awareness strategy is your plan to reach your audience and accomplish your marketing goals. It’s important to understand that there are no one-size-fits-all approaches to creating a brand awareness strategy. Every brand is different, so you need to craft a strategy that fits your business’s needs and goals.

How Does an Interactive Element Help Your Brand Awareness Strategy?

Most online brand awareness strategies incorporate many of the same elements, including:

  • A polished website
  • Sponsored/PPC ads on social media
  • A consistent content creation schedule

While each of these elements is vital to a successful brand awareness strategy, these tactics can come off rather static and begin to blend into the rest of the online noise. Instead, B2B consumers want to see more interactive content from brands they are researching and considering doing business with.

Studies show that 45% of B2B buyers say that interactive content is one of their top three preferred content types, and 51% say that it’s helpful when tackling business challenges.

An interactive element is anything that invites the user to participate in or interact with the content. This could be something as simple as a poll or a survey, or it could be as advanced as an online training course.

Interactive elements can be used to accomplish a variety of goals, including:

  • Increasing engagement
  • Gathering valuable user data
  • Creating a memorable experience for your brand

The key to the success of any interactive element is to make it engaging and useful for your target audience.

5 Interactive Elements That Can Help Create a Memorable Brand Awareness Strategy

Here is a list of the most common types of interactive elements you should consider adding to your B2B online brand awareness strategy:

1. Account Campaign Pages

Account campaign pages are a great way to engage your target audience and invite them to participate in your brand awareness strategy. They are used to communicate with potential clients and educate them on your product or service.

Account campaign pages offer several interactive elements, including:

  • A “contact us” form
  • A “tell us about your business” form
  • An “explain this product” form
  • A “request a demo” form

2. Event Landing Pages

Event landing pages are a great way to engage a large group of people. The goal of an event landing page is to get people interested in attending your event.

Event landing pages offer several interactive elements, including:

  • A registration form
  • A “what you will learn” form
  • An “explain this event” form
  • A “why you should attend” form

3. Content Hubs

Content hubs are a great way to engage your target audience and provide them with the information they need to make a purchase. A content hub can be used to create an interactive product guide, a list of blog posts, or even an interactive eBook, such as this example from LinkedIn:

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LinkedIn

These types of content allow your B2B consumers to navigate directly to the information they are searching for, helping them make the most of their time. After all, they spend approximately 27% of their buying journey conducting their own research online. The easier you make the search experience – the better.

4. Video Elements

Video elements are an essential part of any B2B marketing strategy, as they help companies connect with their audience. According to the State of Video Marketing Survey 2021 by Wyzowl, 93% of marketers who use video in their strategy say that it’s an essential part of their strategy.

When it comes to your online brand awareness strategy, video elements should be incorporated into your strategy at every possible opportunity. Video elements can be used to:

  • Teach your audience something new
  • Increase engagement
  • Gather user data
  • Provide valuable information on your brand, product, or service

Adding video to your online brand awareness strategy can help you stand out from your competitors and provide a memorable experience for your target audience. What’s better is that these videos can be implemented in various ways, including:

  • Educational webinars
  • Product/Service training videos
  • GIFs to make a piece of content more relatable

5. Self-Nurturing Landing Pages

Self-nurturing landing pages are a great way to engage your target audience by providing them with a personalized experience. They are designed to nurture your target audience and help them make the most of their time.

These types of landing pages are designed to help your target audience take the next step in their buying journey. They are used to gather valuable user data and provide an interactive experience that is tailored to each individual.

Creating an Immersive, Memorable Experience with Hushly

Hushly is a communication platform for businesses and their customers. It was designed to help companies to create an interactive experience that is tailored to their audience.

Our platform allows you to create interactive content that is personalized for your audience, allowing you to stand out from the crowd and create an experience that your visitors won’t soon forget.

Ready to get started? Contact us today for more information.

How to Create a Relevant and Engaging B2B Case Study [Template]

The entire point of a B2B content marketing strategy is to share original content that helps you not only stand out as a thought leader in your industry, but that also helps you earn the trust of your target audience.

However, many online marketers tend to stick to what they know and only create content that comes in the form of landing pages, blog posts, or curated articles to share with their audience. What’s missing from this approach? Case studies that show your audience you follow the industry trends and are actively researching the industry yourself to find new solutions to your audience’s needs.

If you’ve never created your own case study before, it can be a bit daunting to get started. However, with the right B2B case study template, it can be much easier than you think.

What is a Case Study?

A case study is an in-depth report on a specific individual’s or business’s experience using a particular product or service. It also includes the outcome of the experience, which is usually measured by metrics.

For example, if you were working in the healthcare field, you could create a case study on a specific doctor’s experience using a certain product. You could then include the doctor’s name, the product they used, their experience using the product, and the metrics they measured to see if the product was effective.

Here’s a real-world case study put together by the Hushly team to outline a customer’s experience using Hushly to help them drive higher conversion rates.

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Hushly

In this example, the case study followed a simple B2B case study template:

  • Introduction to the customer
  • Their business problem
  • Their chosen solution
  • The results of implementing the solution
  • A review of products/services

This example is extremely beneficial to those in the same boat as this particular client because it proves that the solutions Hushly provides actually work.

The Importance of Case Studies for Your B2B Content Marketing Strategy

B2B customers don’t want to be sold to – they want to be educated. Approximately 80% of business decision-makers prefer to get their information from an educational piece of content, such as a case study, than from a sales pitch.

Even more important is the fact that 47% of B2B customers will consume an average of three to five pieces of educational content before they even consider speaking with a salesperson, which is why approximately 77% of B2B marketers invest in the creation of educational content, such as case studies, white papers, etc.

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Content Marketing Institute

7 Steps to Creating a Relevant and Engaging B2B Case Study Template

Sure, you can curate statistics and include them in your standard blogging content or via social media. However, that won’t necessarily help you stand out as the thought leader and innovator you are working so hard to be. Instead, you want to invest in creating custom educational content that helps give your audience a reason to pay attention to what you have to say.

Not quite sure where to begin? Start by building your own B2B case study template with these seven easy-to-follow steps.

1. Select your Topic/Headline

The first step is to choose a topic that is relevant to your target audience. This will help you formulate your case study’s headline – which should be clear and direct, so your audience knows exactly what will be covered.

Instead of trying to pique your reader’s interest by alluding to the results as you would in a blog post, you want to be direct with your headline and focus on a specific result.

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Hushly

You’ll also want to make sure you include a subtitle that further elaborates on the result you mentioned in your headline.

2. The Executive Summary

The executive summary is a short, one- to two-paragraph summary that presents the problem your customer faced, the solution they used, and the results they received.

3. Introduce the Customer

This section is where you introduce the customer and their business. You should include:

  • The name of the company
  • The industry they are in
  • Location (city and state)
  • Total number of employees
  • Any notable awards or recognitions they have received in the past

Next, you should describe what the company does and how it differs from other companies in their industry. This will help your reader understand why they should care about this company. You can include any specific challenges the company is currently facing in this section as well.

4. The Business Problem

This section is where you talk about your customer’s problem and how that problem impacted their business. Try to be as specific as possible and use statistics to back up any claims you make. For example, if you are writing a case study about how one of your products helped increase a customer’s conversion rate, include the original conversion rate and the new conversion rate.

5. The Solution

In this section, you should talk about the product or service your customer chose to solve their problem. You should also talk about why they chose this particular product or service and what made it the best option for their business.

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Hushly

6. The Results of Implementing the Solution

This is where you talk about the results your customer achieved after implementing the solution. Show your reader the actual numbers, such as the conversion rate, and talk about how this increase or decrease impacted the business as a whole.

7. The Call to Action

In this final section of your case study, you want to include a call to action. What do you want your reader to do next? Should they contact you or visit your website? Do you want them to download a specific piece of content? Whatever it is, be direct and specific with your CTA.

Bonus Sections

Depending on the type of case study you are building, you may want to include additional sections, such as:

  • Future plans (which would come before the CTA)
  • Supporting visuals (sort of like an appendix)
  • Additional quotes from participants

Give Your Audience Only the Best with Hushly’s Adaptive Content Hub

Hushly is a content marketing platform that helps businesses drive higher conversion rates by making it easy to create and share content that is relevant to their target audiences.

The Hushly adaptive content hub utilizes AI to help ensure that your consumers get only the most relevant content to address their thirst for information.

Curious how Hushly’s content hub can benefit your readers? Then request your custom content experience today!

How to Balance AI in B2B Relationship Building

AI is already used in many applications, including customer service, sales, and marketing. Gartner reported that in 2019, approximately 37% of enterprises had already begun implementing some form of AI into their business workflows, with predictions that 80% of emerging technologies will have AI foundations by 2021.

When it comes to B2B relationship building, implementing AI into your workflows can be extremely beneficial. However, there needs to be a careful balance between AI and your live, human touchpoints to assume your audience’s needs are being met.

How is AI Currently Being Used in B2B Relationship Management?

According to a survey by McKinsey Insights, approximately 50% of businesses surveyed stated that they had adopted AI in at least one business function, and of those that did, approximately 66% stated that they saw some level of revenue increase.

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McKinsey

With so many businesses already using AI in some capacity, how much of it is actually being used in B2B relationship building?

Currently, AI is being used in several different ways when it comes to the B2B relationship-building process. AI is mostly used in the form of instant customer communication and appears in the form of real-time chatbots and automated customer interactions.

B2B marketing and sales teams are also using AI to help them hone in on their target audiences. This can be done by using AI to generate leads or by using algorithms to analyze the data generated when leads interact with the company.

AI is also used in the form of predictive analytics that can help businesses better understand the trends of their industries. This can be used to help businesses better predict their needs in the future and help drive next best actions during the customer journey.

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Salesforce

Implementing AI into Your B2B Relationship Building

It’s easy to see why businesses are so excited about the prospect of implementing AI into their business models. It can help you automate your work and generate more leads that are more likely to convert.

However, when it comes to using AI in the B2B relationship-building process, there are some things to consider.

1. Make Sure Your AI Compliments Your Overall Business Goals

When implementing AI into your business, make sure that it’s done in a way that will complement your overall business goals.

For example, if you want to increase conversions on your website, you can implement an AI chatbot that can answer the most frequently asked customer questions. Depending on the questions asked and the answers given, the AI can then direct the individual to the right salesperson for more detailed information.

This way, you can increase the number of leads that convert while still providing a human touchpoint to help your prospects throughout the buying process.

2. Make Sure Your AI Isn’t Replacing Your Sales Team

When implementing AI into your business, make sure that your AI isn’t replacing your human sales team. Sure, AI can be an excellent relationship-building tool, but it is not a one-size-fits-all solution.

For example, if you use predictive analytics to help your sales team better understand their target audiences, it can help them better understand where they need to spend more time with a client. However, it can’t take the place of a live conversation with a sales rep.

Instead, use the AI-generated data to improve how you communicate with each new lead that enters your sales funnel. Once they’ve surpassed the general information that is supplied by your AI chatbots, it’s time to move them on to your live agents. That way, they can better customize the customer experience and ensure that each lead leaves the conversation feeling adequately educated and making a fully informed decision.

3. Use Your AI to Help Establish Long-Term Relationships

While AI can be used to generate leads and improve your sales funnel, it is also a great tool to help you establish long-term relationships with your customers.

AI chatbots are only one tool in your B2B relationship-building toolbox. Another excellent way to use AI is to use it in your email marketing campaigns. When it comes to your email campaigns, personalization is crucial. Not only is message personalization rated as the number one tactic used to increase engagement rates, but 99% of marketers say that it helps to advance customer relationships.

While it may be tempting to try and address each of your email subscribers individually, it’s simply not possible – especially if your email list is always growing.

Instead, by implementing AI into your email campaigns, you can set up different tailored messages for each action that subscribers take. All you have to do is define the actions and what fields need to be personalized. Once it’s all set up, you can sit back and let your AI do all the work for you. This way, you can still create that authentic human touchpoint and still have your AI send out the messages for you as each subscriber hits specific triggers.

Improve Your Lead Quality with Hushly’s AI Engine

When it comes to the B2B relationship-building process, implementing AI can be a great way to generate more leads, improve your sales funnel, and establish long-term relationships with your customers.

As more and more businesses begin to implement AI into their business models, it’s essential to keep in mind that it’s not something that should replace your live, human touchpoints. Instead, AI is a tool that can help you automate your workflows and generate more leads that are more likely to convert.

Hushly’s innovative customer-centric personalization platform improves lead quality by 59%. The AI-driven personalization lets consumers learn about our products on their own time while gently guiding them toward conversion.

This way, you’ll only be collecting the information from those interested in learning more, which will help improve your overall lead quality and engagement.

Learn more about adding an AI engine to your B2B site and what it can do for you!

5 CRM Best Practices for B2Bs Integrating AI

Like most entrepreneurs looking to increase their business’s efficiency, it may be tempting to jump at the first shiny new technology that comes along. For instance, 64% of B2B marketers consider artificial intelligence (AI) a valuable part of their sales and marketing strategies. With AI proving to be highly beneficial to B2B companies, it’s no wonder why they are looking for ways to integrate it into their CRM to help them with their B2B customer relationship management strategy.

Can AI Be Implemented into Your CRM?

While you might be skeptical of AI’s ability to help your brand, it’s essential to realize that AI can be used for different things. You might be wondering what exactly you can use AI for in your CRM. Some of the most common uses of AI include:

  • Data Discovery: AI can be used to find data that you never knew existed. It can then use this data to make predictions and generate insights that you would never have thought of on your own.
  • Data Enhancement: AI can be used to enhance your existing data by adding more accurate information or removing incomplete information.
  • Data Insights: AI can be used to give you insights that you would never have thought of on your own. These insights can help you to better understand your customers and what they want from your brand.
  • Data Prediction: AI can be used to predict data about your customers that you would never have been able to otherwise.
  • Customer Service: AI can automate customer service by answering basic questions and providing customers with the information they request.
  • Marketing Automation: AI can be used to help you automate your marketing campaigns. For example, it can help you to customize your marketing strategies based on the information that it has learned about your customers.
  • Sales and Lead Generation: AI can help you reach out to prospects more effectively. It can tailor your sales and lead generation efforts to your prospects’ specific needs.

AI is a powerful tool that can help you to improve your B2B customer relationship management strategy. It’s possible to integrate it into your CRM, but to do so successfully, you’ll want to consider some of the most important B2B CRM best practices.

5 B2B CRM Best Practices You’ll Need to Pay Attention To

When you’re looking to integrate AI into your B2B CRM, there are a few best practices that you’ll need to pay particular attention to. These best practices will help you ensure that you’re using AI in the most effective way possible.

1. Identify/Define Your Goals

One of the most essential B2B CRM best practices you’ll need to pay attention to is identifying your goals. You’ll want to make sure that you’re using AI to help you achieve your business goals and not just to make your life easier. You’ll also want to make sure that you’re using the right kind of AI for the job.

For example, some of the most common types of AI include machine learning, artificial general intelligence, and natural language processing. You can use these different types of AI to help you to achieve different things. For instance, machine learning can help you identify patterns in your data, while natural language processing can help you create a more personalized customer experience.

2. Ensure That Your Sales and Marketing Teams are on the Same Page

If you want to integrate AI into your CRM successfully, you’ll want to make sure that your sales and marketing teams work together. If they aren’t, your AI could end up providing conflicting information.

In a worst-case scenario, your AI might be telling your sales team to try to sell a specific product to a particular customer. However, your AI might also be telling your marketing team to focus on selling a different product to that same customer. This can lead to much confusion and might even result in your company losing out on sales.

3. Synchronize Your Data

Another critical B2B CRM best practice is to ensure that your data is synchronized. If your data isn’t synchronized, your AI will have a hard time learning about your customers. It can also lead to your AI providing inaccurate information.

For example, if your AI doesn’t have access to all information about a customer, it might assume that they are interested in a product they actually aren’t. This can lead to your brand losing out on sales that you could have otherwise made.

4. Set Up Your AI to Deliver Predictive Insights

You will also need to ensure that you set up your AI to deliver predictive insights. AI can help you to make predictions. For instance, it can help you identify when a customer is likely to purchase or cancel their subscription.

Predictive insights can help you to reach out to your customers more effectively. They can also help you to create marketing campaigns that are more likely to resonate with your customers.

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Hushly  

5. Set Up Your AI to Deliver Personalized Experiences

It’s essential to set up your AI to deliver personalized experiences. 77% of B2B sales and marketing professionals believe that personalization contributes to better customer relationships. Personalized experiences can help you to improve loyalty among your B2B audience and then help you increase your overall conversion rates.

For example, your AI might be able to identify the specific needs of one of your customers. It can then use this information to personalize your customer’s next sales and marketing experience.

Utilizing AI to Create a Personalized Customer Experience with Hushly

Work smarter, not harder! Let us help you scale your ABM programs with targeted landing pages that prioritize the user’s website experience.

Hushly provides a variety of tools to help you personalize every touchpoint on your website with custom offers, pricing, and more.

Ready to see how Hushly’s ABM campaign pages utilize AI technology to help you improve your user’s experience? Request your demo today.

5 Steps to Create Winning B2B Lead Nurturing Strategies in 2021

With such importance placed on nurturing leads, it’s quite surprising that 65% of marketers are not taking the time to do so.

That means that over half of marketing teams miss out on the benefits of creating long-lasting, trusting relationships with their audience. They are also decreasing the chances of a sale and reducing the overall size of sales. That’s because companies that prioritize nurturing leads tend to generate 50% more sales-ready leads. Also, nurtured leads tend to make 47% larger purchases than unnurtured leads.

So how can you make sure that you’re not missing out on the potential of your lead nurturing campaign? It starts by knowing how to create effective B2B lead nurturing strategies.

5 Steps to Building Successful B2B Lead Nurturing Strategies

It doesn’t matter what your end goals are. If you aren’t prioritizing your customer’s journey and making it the most seamless experience possible, you’re going to miss out on some valuable opportunities.

The good news? Building a successful B2B lead nurturing strategy isn’t nearly as challenging as you may think. The most difficult part is finding that sweet spot between providing value and building a community of genuinely interested individuals.

Here’s what you need to know to get started:

1. Know Your Audience

You simply can’t expect to build a relationship with someone you don’t know. That goes double for trying to get someone to do business with you.

Before you can create an effective nurturing strategy, you need to know whom you’re targeting.

  • Who is your ideal customer?
  • Where are they in their purchase cycle?
  • What kinds of questions and problems do they have?
  • What information are they seeking to help them make a decision?
  • What kind of content are they sharing with their peers?

By taking the time to get to know these answers, you can create a nurturing strategy that will truly resonate with your ideal audience, get them actively engaging with your brand, and, in the end, making a confident purchase.

2. Prioritize UX Web Design

Your website is likely the first touchpoint for your audience.

A lead nurturing strategy that doesn’t consider the user experience is a waste of time and money. Studies show that 91% of B2B buyers want a seamless user experience on websites. That means you need to prioritize the user experience of your website to make it accessible, simple, and easy for leads to find and consume the content that will help them make a decision.

It’s easy to forget that the purpose of your website is to help your audience make a decision. If you haven’t designed your website with this in mind, you’re leaving leads vulnerable to the competition.

Strategies for updating your website for the user include:

  • Ensure your website is mobile-friendly and responsive.
  • Make your content scannable and easy to read.
  • Remove unnecessary features.
  • Make it easy for leads to subscribe to your email list and stay informed on the latest information.

3. Create Empowering Content

If you want your lead nurturing strategies to be successful, you need to actively engage your audience.

You can achieve this by creating information-packed content that is both valuable and entertaining. Content that empowers your audience will help you build trust, an emotional connection, and a sense of community.

Consider the following types of content that you can use to create an empowering experience for your audience:

  • Educational Blogs/Articles
  • Case Studies
  • Tips & Tricks
  • Webinars
  • Infographics

Empowering content is designed to help your audience accomplish a goal or learn something new. This type of content provides value to the reader, making them more likely to engage with your brand.

B2B consumers want to be educated – not sold to. That means your content marketing needs to revolve around data. It needs to be researched, and it needs to prove that you are a thought leader in your industry. Show your audience that you have the knowledge to guide them in the right direction.

4. Personalize Content Distribution

Personalized content distribution has the power to transform the way a lead feels about your brand. By targeting your audience with content that is relevant to them, you’re building trust and helping them feel valued.

When you tailor your content to your audience, you’re not only providing them with what they need, you’re also sending a message that you understand their needs and that you’re here to help them.

Now, there is a lot of back and forth about the effectiveness of personalized content distribution and how much time is spent on collecting data to personalize communications. The good news? 80% of B2B businesses state that content personalization effectively draws in and nurtures new leads.

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Neil Patel

5. Ungate Valuable Content

This may sound counterintuitive – after all, you want to encourage your audience to sign up for the perks of being a part of your community, right?

Here’s the thing: nobody wants to fill out a form when they are simply looking for information.

If you are asking your audience to fill out a form before they can access valuable content, you’re wasting their time and making it less likely that they will engage with your brand.

Leads want to see the value of joining your community before sharing their personal information.

If you want to be successful in your lead nurturing strategy, you need to make sure that the content you are offering is valuable enough for your audience to want to sign up for more.

Make the Most of Your Lead’s with Hushly’s Lead Management System

Establishing B2B lead nurturing strategies that work doesn’t have to be a complicated process. The key is having the proper lead nurturing tools at your disposal.

Hushly’s lead management system not only helps you get to know who your audience is, but also provides you with analytics-backed practical business insights to help you stay organized and make important content and marketing decisions.

Get your customized lead management experience today.