5 Forgotten B2B Customer Journey Touchpoints Every Marketer Needs

B2B customer journey touchpoints

You hear a lot about improving the buyer experience these days, but are you covering all the important B2B customer journey touchpoints?

Research shows that most B2Bs could stand to improve their customer experience.

While most consumer brands tend to receive satisfaction ratings between 65% and 85%, B2Bs fall short with approval ratings below 50%.

In other words, less than half of your audience is happy with the experience you provide.

The unpleasant news doesn’t end there.

80% of B2B buyers expect real-time interactions from businesses – compared to just 64% of consumers. That aligns with the statistic that says 80% of buyers claim they’ve switched vendors within the first 24 months citing a business’s failure to meet expectations.

b2b vs b2c expectations

Source: Convince and Convert

Mapping the B2B Customer Journey Touchpoints

B2B buyer experience touchpoints are increasingly digital and complex.

For many marketers, it feels like they’re losing their grasp on the buyer experience entirely.

In reality, the dynamic is just shifting and putting buyers in control – which is a good thing!

The exact figure is up for debate, but buyers complete between 57% and 90% of the sales process on their own before they ever speak to anyone at your company.

It’s true that the line is blurring between B2C and B2B with buyers expecting more of a personalized and on-demand experience. However, the buyer experience still differs in a few key ways.

For one thing, between six and seven people are involved in the buying process on average. These different people with unique job roles get involved at different stages of the cycle, so identifying B2B customer journey touchpoints through data is key.

Of course, the buying process is much longer and comprehensive than that in B2C – there’s no impulsivity involved. Marketers need to do everything they can to analyze data, learn about their target audience, identify firmographics, and personalize the buyer experience.

5 Overlooked B2B Customer Journey Touchpoints Every Marketer Should Plan For

They always say it’s the little things that matter, right? Well, the same logic holds true for B2B customer journey touchpoints.

Gain a deeper understanding of your audience, how they research online, and where you can optimize different pieces of the puzzle.

1. Influencers and Advocates on the Right Platforms

Word of mouth advertising is more important in B2B buying than most people give it credit for.

According to a Nielsen study, 92% of consumers trust recommendations from friends and family more than advertising. Of course, why wouldn’t they? Recommendations are based on first-hand unincentivized experience.

Considering that the B2B sales process involves much higher risk, why wouldn’t peer recommendations play an important role?

Start by identifying some possible influencers or advocates. Who are your most loyal customers? Who has a large following on LinkedIn? Who does your audience trust?

No, you can’t control what influencers or advocates say about your brand – but that’s the whole point. You want raw honesty at key buyer experience touchpoints.

2. Strategic Guest Blogs and Appearances

This is an easy one if you have the right intel.

First, identify some B2B customer journey touchpoints – think of blogs your target audience reads, pages they follow, podcasts they listen to, YouTube channels they watch.

Okay, that’s the easy part. Nailing down touchpoints is only half of the equation. Now, you’ll want to figure out what types of content to produce and which stage of the sales cycle your leads are at when they consume content on these platforms.

Intent data can help but, in many cases, you’ll have to make an educated guess. Regardless of intent, focus on supplying value to your target audience – answering their burning questions or scratching that hard-to-reach itch.

The goal is to make a solid impression through nuance and value.

3. Nurturing Current Customers

You shouldn’t stop optimizing B2B customer journey touchpoints after your leads convert.

It’s no secret that it’s much more profitable to prevent customer churn than it is to generate new leads – so why don’t more B2Bs focus on keeping their customers happy?

With 80% of B2B customers churning within the first two years, it’s clear that there’s plenty of room for improvement.

First, figure out why customers are leaving. Could you improve your tutorials or resources? What about customer service? Live chat could help.

Next, look at other touchpoints to improve. What’s your payment system like? Could you promote upgrades? Send better industry news or educational resources through email?

4. Personalized Content for Improved Buyer Experience

You can also optimize B2B customer journey touchpoints by providing a personalized buying experience to everyone who visits your website.

“Everyone??” Yes. Don’t worry, it’s not as hard as it sounds.

With adaptive content hubs, AI takes over. It organizes all of your best content, analyzes every website visitor’s behavior, and uses an algorithm to provide the most relevant content to each visitor – just like Netflix or Facebook.

Here’s what an adaptive content hub looks like in action.

5. Mobile Buyer Experience from Start to Finish

Buyers also expect a seamless mobile experience. 70% of B2B searches happen on mobile devices and buyers spend up to three hours each day researching from their smartphones.

There’s nothing mobile visitors want to see less than a lead magnet form when they try to access your best blog posts.

Put yourself in the shoes of your mobile audience and focus on creating a seamless experience for them. Instead of exit intent popup forms, give them more personalized content. Let your leads provide an email address when they’re ready without jamming forms down their throat.

Create a Seamless Buyer Experience Today

Personalized B2B customer journey touchpoints are critical at every stage of the sales process. Your leads and visitors expect seamless content across your website, email campaigns, and social media.

Hushly’s AI engine and personalization technology can help you create the experience your leads crave. Our self-nurturing landing pages provide a unique experience for every visitor – just like Spotify or Amazon – and are mobile-friendly with no forms.

See how Hushly works in action now!

8 Real-Time Personalization Tactics You Can Use Today

person drinking coffee on computer

A lot of B2Bs either put off or neglect personalization entirely because they assume it’s too complicated, costly, or risky.

The truth is, real-time personalization is much simpler than you’d think!

Artificial intelligence makes it easy to track onsite behavior for every visitor and create an instantly personalized experience.

One-to-one marketing is important. 83% of buyers say the key to winning them over is treating them like a human being instead of just a sale. Meanwhile, 85% of B2Bs expect brands to personalize the very first interaction and have no problem dismissing brands that fall short.

But what does real-time onsite personalization look like in practice? What are some tactics you can implement right away with the right tools? These are a few of our favorites.

8 Real-Time Personalization Tactics You Can Implement Today

You can easily implement these one-to-one marketing tactics with the right software and minimal effort.

1. Self-Nurturing Landing Pages

Think of Netflix or Facebook – have you ever reached the end of the recommended feed? Nope, and that’s exactly the point. That’s how they keep you on the platform.

Self-nurturing landing pages give your leads an endless stream of relevant content – just like Netflix.

Think your B2B visitors and leads aren’t interested in consuming steams of content? Think again. According to a recent survey, 56% of millennials in B2B held director-level positions or above with 42% in managerial positions.

With younger generations taking charge of B2B, they’re blurring the lines between marketing expectations in the business and consumer sectors. Self-nurturing landing pages help them consume content in an endless stream.

2. Real-Time Personalization with Content Recommendations

You can also put your content in an organized content hub and provide personalized recommendations.

Remember that everyone who visits your website has different interests and likes different types of content. Half of all B2B buyers like to watch videos during the buying process, 64% listen to podcasts, and a whopping 76% like infographics.

Either way, they consume at least three pieces of relevant content from a company before reaching out to the sales team.

An adaptive content hub gives them one organized resource center to browse all your best content based on type. For real-time personalization, it will recommend similar relevant pieces of content based on what they already consumed on your site.

Here’s what it looks like in action:

content hub

Hushly

3. Onsite Personalization with Dynamic CTAs

Dynamic CTAs offer a nice touch, but they’re extremely easy to implement with the right plugins.

When someone visits your website, a plugin will detect certain pieces of information from their web browser or cookies. By analyzing open-source information like this, the plugin can detect things like:

  • Where they live
  • Which company they work for
  • Stage of the buying cycle (with intent data)

You can use that information to give your visitors dynamic CTAs that reference their specific interests, needs, company, or location.

4. Personalized Exit Intent Popups

Exit-intent popups are everywhere. How many times today have you navigated away from a tab only to be confronted with a popup asking for your email address and information?

And how many times did you stick around to fill it out?

When people are trying to navigate away from a website, the last thing they want to do is fill out a form. B2Bs spend about three hours every day conducting research from their smartphones. They definitely don’t want to fill out a form.

Instead of a form, provide them with personalized content marketing. That’s why they came to your site in the first place, right? Here’s what it looks like in action.

exit intent

Hushly

5. Personalized Content Marketing in Email

Email is every marketer’s favorite personalization channel, with 75% of marketers personalizing their email in some way.

Luckily, email makes it easy to implement real-time personalization. Based on data and lead information you’ve collected, you can personalize their first or last name, company name and details, job title, and much more.

Human lead verification comes in handy here, which cross-references email addresses with public information on LinkedIn in real-time to keep data accurate.

verification

Hushly

6. Collect Email Addresses at the Perfect Time

70% of B2B searches happen on smartphones now.

When people arrive at your landing pages and blog through Google searches from their phone, are you helping them find the information they need, or are you putting up a wall with forms?

No one wants to fill out a form on their phone – or even their browser for that matter.

Instead, lift the blockade on your content and let your leads research at their own pace. Give them a sample and ask for an email address – nothing more – when they’re ready.

7. Account-Based Onsite Personalization

Real-time personalization is perfect for account-based marketing.

Since companies tend to run on the same IP address, you can identify that as leads visit your website and present them with personalized content for their company.

8. Offer Real-Time Personalization Based on Keyword or PPC

It’s also easy to personalize every landing page experience for your visitors based on keywords.

When someone types a keyword into Google, you can glean some idea of their intent based on the keyword.

Give them a special landing page that helps them learn about your brand and industry based on their unique stage of the buying process – easy real-time personalized content marketing!

Kick Your Onsite Personalization Up a Notch Today

Hushly can help you harness the power of AI to provide your visitors with real-time personalization. With adaptive content hubs, self-nurturing landing pages, and relevant exit-intent popups, you can generate 51% more lead conversions.

Plus, you can form meaningful relationships with customers through personalized content marketing while you save time, money, and resources.

With Hushly, we’ll never make you pay for fake leads or using our software either. You ONLY pay for leads you generate through Hushly. See Hushly in action now to get started.

Artificial Intelligence Pros and Cons in B2B You Need to Know

artificial intelligence

AI is a funny thing. Every business knows it’s growing in importance, but they struggle to implement AI tools properly.

By understanding the basic artificial intelligence pros and cons, you can prepare yourself and avoid some common mistakes

Mistakes are costly. Major companies – who you’d think have it all figured out – lost $900 billion on failed digital transformation strategies in 2018.

Sadly, these massive costs and risks have caused many B2Bs to stall in their AI and digital strategies. Maybe you’re one of them.

But ignoring the growing importance of AI is costly too. B2B buyers expect a seamless, integrated, and personalized experience from brands.

Artificial Intelligence Pros and Cons in B2B Every Marketer Needs to Know

AI doesn’t have to consume every process in your company immediately. Take things slow and integrate a few AI tools here and there.

Take these artificial intelligence pros and cons into consideration as you look for areas to revamp with modern technologies.

Pro #1 of AI in Marketing: It Frees Up Time and Resources

The biggest benefit, of course, is that AI helps remove tedious processes and difficult tasks.

Instead of sorting through massive data sets and ambiguous numbers, AI can read patterns and results right away.

You’ll often see AI in B2B in the email marketing department. AI makes it easy to segment your list based on different demographics and behaviors so you can automatically send personalized campaigns and content.

AI tools also tend to be extremely cost-effective. Marketers and sales can spend more time connecting with high-quality leads and less time scoring them or analyzing them.

When done right, AI is effective for generating leads and profits. Epson, for example, saw a 240% increase in responses and a 75% increase in qualified leads after implementing AI technology.

Pro #2 of AI in Marketing: It Provides a Personalized Experience

Now, it’s probably not the best idea to rely on AI for writing your actual content – like blogs and social media copy – but AI does take plenty of guesswork out of content strategy and research.

AI is extremely effective for learning about your audience and creating personalized content. Not only that, but AI can help you present content to your leads and visitors in a personalized way.

Take Amazon, Netflix, or Spotify for example. Why do people love them so much? The personalized suggestions, right?

What if you could add an algorithm to your website that provided your visitors with personalized content recommendations? Well, you can with AI.

Hushly’s adaptive content hubs and self-nurturing landing pages take note of what content a visitor reads and continues showing them similar content in an endless stream.

Here’s an example of what personalized AI-driven exit-intent looks like (instead of throwing a form as visitors try to leave your site):

exit intent

Hushly

Pro #3 of AI in Marketing: Your Competitors are Already Using It

58% of B2Bs either use or plan to use AI this year, and of those that use it, 91% of marketers say it plays a key role in the success of various campaigns.

The fact is, your competitors are already using AI in marketing to create personalized experiences for their visitors, leads, and current customers. And if they aren’t already, they will be soon.

85% of B2B buyers say they expect brands to provide a personalized experience, and if a company falls short, they’re willing to dismiss it on the first interaction.

Personalization isn’t optional anymore. B2Bs expect it. Consumers expect it. If brands don’t provide the uniquely personalized experiences that buyers and customers expect, the future doesn’t look too bright for them.

Con #1 of AI in Marketing: It Can’t Work Right Without Accurate Data

A recent study estimated that 80% of brands will abandon their personalization strategies by 2025 due to poor ROI.

If personalization is critical but not delivering results, then what’s going wrong? Bad data.

Unfortunately, 60% of companies are working with data that’s nearly half incorrect, and it causes 40% of strategies to fail.

Bad lead data can really screw up your entire marketing and sales strategy. When you collect email addresses from everyone who visits your site and never clean up your data, that throws off your segments, firmographics, and personalization strategy.

You can’t create relevant content if your intel is wrong.

Getting rid of forms and employing human lead verification can help keep your data clean and accurate so your AI can do its job.

Con #2 of AI in Marketing: It Has Its Limitations

AI can’t do everything. Some people aren’t comfortable talking to a chatbot – they prefer speaking to a real person. When it comes to content, AI isn’t the best copywriter or content planner, either.

It certainly has its limitations, but that doesn’t mean you should avoid it like the plague. Instead, focus on the benefits AI can provide.

One area AI truly excels is content curation. Using adaptive content hubs, AI can learn about everyone who visits your website and deliver relevant content in an endless stream. Like so:

adaptive content

Hushly

Con #3 of AI in Marketing: It Feels Risky to Implement

Frankly, a lot of businesses are just afraid of AI – regardless of artificial intelligence pros and cons. They’ve heard the horror stories, and they know what can go wrong.

It’s true that if you try to automate too much too quickly, that leaves major room for disaster.

Start by looking at your marketing shortcomings. Are there certain processes AI could improve? Could lead verification and adaptive content hubs help create a better experience for your leads?

Since systems like Hushly work with real-time data rather than cookies, there’s less opportunity for things to go sour.

The Bottom Line on AI in B2B

Hushly can help you harness the power of AI so you can provide your visitors and leads with a truly unique experience – every time. We help you create the experience your leads expect through AI with personalized content recommendations, self-nurturing landing pages, formless lead magnets, relevant exit-intent popups, and so much more.

Want to talk about artificial intelligence pros and cons? Check out how Hushly works and contact us for a personal demo to learn more.

How to Create an Awesome B2B Brand Strategy + 4 Mistakes to Avoid

branding

A B2B brand strategy is critical for building familiarity, and later, trust with your audience and leads.

Unfortunately, many businesses fall short in the B2B branding department – either missing the mark or not connecting with buyers quite as they should – and it has real-world consequences.

63% of buyers look for shared values when deciding whether to form a professional relationship with a brand. Meanwhile, buyers who form an emotional connection to a brand are 60% more likely to do business with that brand.

How to Build a Memorable B2B Brand Strategy

An effective B2B brand strategy doesn’t happen overnight. It takes careful analysis of data, consideration, and research about your audience. Follow some of these tips to build the best B2B brand marketing.

Create a B2B Brand Strategy Guide

Memorable B2B branding all starts with a useful guide. Think of this as your brand’s constitution for voice, representation, colors, and logos.

Here’s a snapshot of LinkedIn’s brand guidelines:

linkedin guidelines

LinkedIn

Notice how it covers everything from fonts and colors to feeling and connection?

A strategy guide is crucial for maintaining consistency because you can forward it to writers, email marketers, designers – anyone – and ensure that your brand looks, sounds, and feels the same no matter who creates your content.

Think outside traditional aspects like logos, images, and colors. Don’t forget to include the less tangible aspects, too, like how your email marketing and blog voice should sound.

Think Like Your Audience

Research is essential here. Study your audience and your competitors. How do members of your audience sound on LinkedIn or Twitter? What kind of language do they use?

Many brands wrongfully focus entirely on their own interests, products, and vision while building a B2B brand strategy. Instead, put yourself in the shoes of your audience.

According to Salesforce research, 83% of B2B buyers say the key to winning their business is treating them like a human being rather than a number.

Look at the data you’ve collected on your audience. Where do they work? What’s important to them? From there, you can create B2B branding that puts them first.

Consider Some Out of Home Advertising

Digital marketing is important because buyers complete up to 90% of the sales process entirely online without reaching out to sales teams.

An accessible website without forms is crucial for helping your leads nurture and building brand awareness.

However, you can also think outside the website and beyond the internet. If you’re employing an account-based marketing strategy, you might consider where your leads work every day. Would it be worthwhile to put up a billboard on their route? Where are they hosting events?

Those are both awesome opportunities to expand your B2B brand marketing beyond today’s means.

Employ Social Selling Tactics

Communicating with your audience on social channels can help build brand awareness, trust, and an emotional connection.

Several industries report that over 50% of their revenue comes from social selling tactics – up to 67% in some IT industries.

What does social selling look like? Don’t think of it so rigidly. Forget about specifically promoting your brand for a moment. Instead, just focus on building your profile up with branding and contributing to different conversations.

Make sure you share links from other sources besides your own domain too. About half of people admit they will unfollow someone on social media who focuses too heavily on self-promotion.

4 B2B Branding Mistakes to Avoid

It’s also important to understand what you shouldn’t do as you build your B2B brand strategy. Here are a few things to avoid.

1. Inconsistent B2B Brand Marketing

To convince leads to buy, you need to establish trust. To establish trust, you need to build familiarity across your target audience and leads.

Unfortunately, many brands slack off in the consistency department. You need to use the same language, voice, colors, and logos across all channels.

If you’re connecting with influencers or employing social selling tactics, there’s a little room to break from the norm. However, you should still share your brand guidelines and mission with influencers, so everyone’s on the same page.

2. Robotic and Emotionless B2B Branding

It’s a huge mistake to assume that robotic and stuffy works for B2B.

B2B buyers are young. Professional? Yes, but they still want to be treated like human beings and form an emotional connection with brands.

Too many B2Bs don’t tell stories. They just talk about themselves. Take a break from that atmosphere to promote your mission, vision, and values in a human light.

3. Latching onto B2B Branding Trends

B2B branding trends can work great – when they’re used correctly. However, trends are just that – trends – and they change regularly.

Latching onto a specific trend – like the word “integrated” or phrase like “company culture” – puts you at risk for falling out of style when the fad ends. Plus, you’ll struggle to stand out from competitors.

Instead, focus on creating authentic B2B branding that stands the test of time and differentiates your brand from the competition.

4. Lacking a Purpose-Filled B2B Brand Strategy

Brands make another major mistake by focusing too much on aesthetics and not enough on purpose.

With nearly two-thirds of buyers looking for shared values before committing to professional relationships with brands, you really can’t afford to slack off in this department.

Think back to your audience and why you do what you do. Look at what your competitors already have covered. What do you hope to accomplish within the next 5 or 10 years, and how can you express these values through branding visuals and language?

Level-Up Your B2B Brand Marketing with AI

Hushly can help you reach your leads and build a B2B brand strategy on a deeper level with AI-driven technology. Impress your leads with consistent branding across self-nurturing landing pages, personalized content that answers their questions, and content bingeing.

Hushly can help you skyrocket lead conversions by 51% guaranteed! Learn more about how content bingeing works to get started.

6 Essential Business to Business Marketing Strategies for Mobile

mobile marketing

Business to business marketing strategies that prioritize mobile experience aren’t optional anymore.

Your website is your best marketing asset. It does the work of both your sales and marketing teams.

An engaging and accessible mobile website is critical for nurturing leads and avoiding customer churn. Research shows that over 90% of B2B buyers are more likely to buy again from a company that has a positive mobile experience.

Think business buyers aren’t browsing your site from their phone? Think again. Buyers spend an average of 3 hours every day researching from their smartphones. If your Google Analytics don’t reflect that, it might be because your website doesn’t prioritize mobile readers, so they aren’t staying on your page – like a self-fulfilling prophecy.

B2B decision-makers are getting younger and they’re more comfortable conducting business from their phones. Research says that 56% of millennials working in B2B are in at least director-level positions while another 42% work in managerial-level positions.

Businesses need to create a seamless mobile experience through every stage of the sales cycle.

mobile experience

Think with Google

6 Steps to Creating Engaging Business to Business Marketing Strategies for Mobile

What specific actions can you take to maximize your business to business marketing strategies for mobile? Whether you’re looking for B2B marketing agencies or going it alone, here are a few options.

1. Go Formless to Let Your Business to Business Marketing Strategies Breathe

There’s nothing less mobile-friendly than a clunky lead magnet form.

If someone finds your blog posts or original research through a Google search, social media post, or referral link, do you think they’re going to fill out the form? Or will they just hit the back button and look for the information somewhere else?

More likely than not, the latter.

With B2B buyers going through anywhere from 57% to 90% of the sales journey on their own, it’s essential to make your website as accessible as possible. You want people to read your content, right? Not drive them away.

Plus, ditching forms will ensure that you’re only collecting information from the highest quality leads who genuinely want to stay in contact.

2. Keep Your Content Well Organized

To improve your business to business marketing strategies for mobile readers, your content needs to be easily accessible and well organized.

Visitors should be able to find what they need in the right places easily. Adaptive content hubs can help you capitalize on AI technology to organize your content and create a personalized experience for every lead.

Once a visitor reads a piece of content, the AI system remembers their interests and preferences to continue suggesting relevant pieces of content – yep, just like Netflix or Amazon.

Here’s what it looks like in practice:

hushly content hub

Hushly

3. Create Personalized Content to Maximize Your Business to Business Marketing Strategies

B2Bs expect some level of personalization. While most companies already cover the basics like using a lead’s first name in email subject lines, they don’t offer high-level personalization.

By learning about your audience, you can create personalized content they want. What types of content do your leads prefer to consume? Blogs, eBooks, whitepapers? Research shows that about half of all B2Bs consume video during the buying process, while another 64% listen to podcasts.

It’s also important to create content that answers your leads’ questions and problems. Research the data and put yourself in their shoes.

85% of B2Bs say they’re willing to dismiss a brand that doesn’t personalize the very first interaction, so unique content is key.

4. Help Your Leads Nurture Themselves through Landing Pages

No matter which way you slice it, your leads conduct over half of the buying process online without ever speaking to anyone at your company.

It’s important to create an environment where they can self-nurture and find the information they need as they browse your site.

With self-nurturing landing pages, leads are never confronted with dead ends. Once they finish reading one piece of content, the landing page immediately recommends another piece of relevant content.

The idea is to give away ungated samples of your content. When they’re ready, leads can provide an email address to finish reading the rest of your content.

5. Automate Personalized Email Campaign Journeys

Over half of all emails are opened on mobile devices – that goes for both consumers and business buyers.

Keep in mind that some of your subscribers will first open an email on mobile to see what’s inside then open it later on their laptop or desktop to complete an action. Either a mobile-first or responsive design is key to ensuring that the campaign looks perfect across every device.

Here are a few email design tips:

  • Use a single-column layout.
  • Stick with one goal and CTA for each email.
  • Write concise and short copy with plenty of whitespace.
  • Use big and bright CTA buttons instead of hyperlinks.
  • Include some relevant images, infographics, and GIFs.
  • Make sure your emails load as quickly as possible.
  • Optimize your landing pages for mobile browsing as well.

Aside from design, you can also create journeys for different segments of your audience or account-based leads so that each subscriber receives unique and relevant content.

6. Make it Easy for Buyers and Customers to Contact You

For a mobile-friendly business to business marketing strategies, communication is key. Instead of attacking your leads with outgoing emails and phone calls, use an inbound integrated strategy.

If your product or service meets their needs, they’ll contact you when they’re ready. Make sure to include a mobile-friendly live chat, WhatsApp number, or link to Facebook Messenger in all your web pages and emails so that B2Bs can easily ask questions and get the information they need instantly. 

Take Your B2B Marketing Ideas to the Next Level

Hushly can help you capitalize on AI technology to maximize engagement and lead conversions by 51%. With self-nurturing landing pages, personalized Netflix-style content bingeing, and adaptive content hubs, Hushly helps you take control of data you already have to create a unique experience for every visitor.

Go formless and create the website your leads want! See Hushly’s platform in action now.

How to Leverage Digital Behavioral Data in B2B for Buyer Journeys

behavioral data

A few years ago, only multinational B2Bs with massive marketing budgets could afford to track digital behavioral data and use it to implement personalized strategies.

That’s drastically changed.

Today, it’s easier than ever to collect different types of behavioral data on your leads. Not to mention, intent data adds an entirely fresh level of tracking.

Despite this, many B2Bs don’t realize how important behavioral information is for building well-rounded experiences – not just for leads, but current customers as well.

Let’s go over a few ways to collect this data and how to use it to your advantage.

5 Types of Behavioral Data Collection

Data is easy to collect if you know where to look. You can grab information on your visitors and leads through multiple places.

  1. Your website: Google Analytics (basic), cookies, and other deeper browsing tracking platforms.
  2. Search results: Use Google keyword research and tools like Answer the Public to see what questions and problems people have.
  3. Email: Who opens emails on which topics? Who is most/least engaged?
  4. Social media: Who makes up your social audience? Where do they work? What’s their job role? Do they follow your competitors?
  5. Intent data: Using first-party information from your own site and third-party data from other sources, you can track behavior with context to connect with your leads and customers at various stages.

Intent data is interesting because it tells you the “why” behind your website visitors and adds context to numbers.

Finding and collecting data isn’t the biggest problem most B2Bs have. In fact, most B2Bs have two major problems with data. First, it’s stuck in silos and inaccessible to marketers at the right time. Second, it’s either outdated or was never correct in the first place.

How to Leverage Digital Behavioral Data for Creating Personalized Buyer (and Customer) Journeys

Behavioral data is important on so many levels. It’s vital for creating valuable content for your leads, building relationships with current customers, tracking your campaign performance, and so much more.

Let’s first look at two tactics you can use to harness your data and make sure it’s accurate. Then we’ll go over some ways to use your data for creating B2B marketing strategies.

Restructure to Breakdown Siloed Data

When asked about their biggest hurdle to creating an awesome buyer/customer experience, a third of businesses say they can’t properly leverage data they already have.

It’s easier said than done, but before you can put your data to use you need to make sure it’s accessible.

For some businesses, this may include changing the workplace culture to break down department bureaucracies and allow the free flow of data. For others, it may mean consolidating data structures so everything is available to marketers in one convenient location.

Each business is unique, so, unfortunately, there’s no hard and fast answer to fixing this problem.

Only Collect Information from High-Quality Leads

A majority of businesses are using data that’s up to 40% incorrect to guide their marketing strategies.

It’s no surprise that only 1 in 5 organizations have effective personalization strategies in place.

B2B organizations already struggle with the problem of short data expiration dates – an issue their B2C counterparts don’t really have to worry about. That’s why it’s so important to make sure you’re only collecting high-quality data from the beginning.

Get rid of forms and ONLY collect email addresses from genuine business addresses – that’s it.

From there, you can use AI technology to connect the dots. Like so:

Hushly

Use Digital Behavioral Data to Segment Your Audience Based on Buying Stage

Digital behavioral data is perhaps the best tool at your disposal for scoring leads based on the buying stage.

Intent data, for example, can tell you exactly where your lead is in the buying cycle as well as which competitors they’ve already researched and other useful information.

When you understand your lead’s stage of the buying process, you can use this to personalize your email marketing and retargeting communications with unique offers.

Create the Types of Content Your Leads Crave

Not every segment of your target audience wants to consume the same type of content.

By tracking visitor behavior, you can easily identify patterns and figure out exactly which types of content your leads want. Remember that, in this respect, there’s often a gap between survey answers and behavior – so always go with what the data says.

Use Digital Behavioral Data to Stay Connected with Customers

Your leads aren’t the only ones you need to track. New research shows that 80% of frequent buyers will switch at least once every two years for reasons, such as:

  • Not meeting buyer needs
  • Not building a human relationship
  • Not using digital technology to improve the customer experience

By tracking behavioral data, you can stay connected to customers about their concerns, questions, and problems before they churn. Intent data can further help by alerting you if your customers start researching competitors.

Identify Your Most Profitable Marketing Channels

Of course, data isn’t worth a thing if it can’t help you squeeze the most revenue from your digital marketing efforts!

Use data about the behavior of your customers and leads to figure out where are your best chances to drive profits.

Is most of your social traffic coming from LinkedIn? Use that platform for retargeting.

Where do visitors go when they leave your website? Use that information to fill content marketing gaps.

You have plenty of rabbit holes to dig here.

Harness the Power of Digital Behavioral Data and Make it Work for You

An effective personalization strategy starts on your own website. Hushly provides multiple strategies for you to harness the power of data and create hyper-personalized landing pages and content for your visitors – whether known or anonymous.

With adaptive content hubs, an algorithm tracks the behavior of a visitor on your website and continues recommending similar content. Yep, it’s just like Netflix.

Ready to make data work for your business? Check out the Hushly software in action now to get started! 

7 Tips to Create an Effective B2B Integrated Marketing Strategy

B2B integrated marketing

If asked to imagine some of the best integrated marketing campaigns in B2C, you’d have no problem thinking of several.

Old Spice, Always, Taco Bell – just to name a few.

What about B2B integrated marketing campaigns? You’d have a little more trouble, right?

Integrated marketing in B2B doesn’t have to be super stressful. Use these tips to nail down a unique strategy for your target audience.

7 Ideas for an Effective B2B Integrated Marketing Strategy

Integrated marketing has turned into a huge buzzword over the past ten years as social media and digital marketing has reached new heights.

However, it really just refers to creating a holistic marketing strategy that targets your prospects and leads on multiple platforms.

20 years ago, your strategy may have involved billboards, direct mail, and radio advertising. Today, it includes sponsored social media posts, automated email marketing, and possibly still some direct mail or well-placed billboards!

1. Embrace Different Types of Media for Your B2B Integrated Marketing

Integrated marketing is only effective if you create the type of content your leads actually want to consume.

If you create blog posts and whitepapers but your leads prefer podcasts and videos, then your content marketing won’t deliver results, will it?

You can’t know for sure what your leads want until you do your research. Using automation to track leads and monitor their behavior can help you nail down a content strategy.

However, some types of content are pretty safe bets. For example, 49% of B2Bs consume video as part of the buying process. Unlike consumers, B2Bs watch videos for long periods of time: over 5 minutes in most cases. Meanwhile, a whopping 91% of B2Bs prefer webinars while some 64% like podcasts and 75% enjoy infographics.

2. Segment Your Audience for B2B Integrated Marketing Campaigns

Not sure how to pick and choose which leads receive podcasts in their emails and which ones get infographics? Break your subscriber list up into segments.

It helps to segment your audience on two levels:

  • Which types of content they prefer
  • Firmographic data

Firmographics are the demographics of B2B. They include different pieces of information like:

  • Company name
  • Job title
  • Buying power
  • Company size
  • How long they’d worked for the company

As you can imagine, the type of content you create for C-level executives should be drastically different than the type of content you make for an end-user. However, both are equally important.

3. Stretch Your B2B Integrated Marketing Budget with Retargeting

Retargeting is an effective and affordable integrated marketing tool if you strategize properly.

LinkedIn makes it easy to target your leads with relevant content and a cohesive message at the perfect time. You can plug in a specific URL from your website and LinkedIn will target everyone who’s visited that web page with your personalized message.

You can follow a similar strategy with your PPC campaigns.

You shouldn’t neglect the versatility of email marketing either. Email service providers have come a long way over the past ten years – or even five – with advanced automation and personalization capabilities. Only 53% of B2Bs say they personalize some of their website but a majority (75%) say they personalize email communications.

In fact, email is the top channel among B2B marketers.

4. Develop a B2B Integrated Marketing Social Selling Strategy

23% of leads reportedly go dark not because a business didn’t offer the right products, but because they failed to keep a lead engaged. Integrated marketing is vital for nurturing leads wherever they hang out online.

Yes, social selling involves posting your content on social media and building a following. However, it’s also much more than that.

Social selling also involves building relationships with your current customers by replying to their conversations. It involves asking and answering questions.

Not only is this important for converting leads, but integrated marketing can also help you maintain loyalty among customers you’ve already converted.

5. Create a Website That Encourages Your Leads to Research and Self-Nurture

As mentioned above, only about 53% of B2Bs personalize content on their website.

That’s a sad state of affairs when you consider that leads complete up to 90% of the buying process through internet research before they ever speak to someone at your company.

It’s important to create a website that allows your leads to self-nurture at their own pace. Getting rid of forms and ungating your content can help tremendously.

Considering that 70% of all B2B searches happen on mobile devices, forms are doing nothing but holding you back by scaring away your potential leads.

Instead, use gentle personalization tactics to give your leads personalized recommendations and collect behavioral data in one fell swoop.

Source

6. Clean Up Your Data for Effective B2B Integrated Marketing

While 86% of B2Bs admit they should be as focused on the customer experience as their consumer sector colleagues, about 25% say they’re still lagging in this respect.

Why? Data.

For over a third of B2Bs, leveraging data is the biggest hurdle towards creating personalized experiences across multiple platforms.

Start by cleaning up your list and ONLY collecting information from high-quality leads. Use features like human lead verification to make sure your leads are from real businesses.

7. Look to Your Competition for Inspiration

No, you shouldn’t copy what they do. In some cases, you shouldn’t even mimic their B2B integrated marketing strategy if you want to stand out!

However, you can look to your competitors to see what works for them and what doesn’t. You can use this information to tweak your own integrated strategy and even identify some gaps where your competitors fall short.

Create a Personalized Strategy and Generate More Leads Today

An effective integrated marketing strategy starts with your website. Once you have the pieces of personalization in order, you can use that data to reach your leads and prospects in all corners of the internet.

Hushly can help you create the personalized website your leads expect. From formless self-nurturing landing pages to adaptive content hubs, Hushly makes it easy to personalize each visitor’s experience with highly relevant content. It’s so effective that we guarantee you’ll boost lead conversions by 51%.

Interested in ditching your forms and setting your gated content free? Learn more about how Hushly’s lead collection and verification work!

Here’s Why You Don’t Need to Fear B2B Marketing Automation

B2B marketing automation

You hear it all the time, “B2B marketing automation is supposed to make your life easier – not harder” but you can’t see it.

To you, automation just sounds like a huge hassle. Everyone else is jumping on the bandwagon and you’ve got to follow their lead or get left behind.

For most people, drastic changes – especially to your business plan – are never easy or fun to implement. Mistakes will be made. You risk losing money. Plus, you don’t even know where to start!

Not to frighten you, but there’s a good chance you’re already using some types of marketing automation in your daily routine. 

How to Make the Most of B2B Marketing Automation Software: Take Things Slow

Take a deep breath. Digital transformation can’t, and frankly shouldn’t, happen overnight.

Major companies like GE and Ford wasted a total of $900 billion last year over their failed digital transformation efforts.

How did this happen? They focused too much on the need to transform by 2020 and didn’t communicate effectively with their employees – you know, the people who were actually doing the work.

In short, they tried to move too fast and transform everything overnight. Don’t make that your goal. It’s simply not realistic.

Instead, focus on making incremental changes – like you’ve probably already been doing without even realizing it (like email marketing or social media scheduling)!

Moving slowly ensures that you’ll only include B2B marketing automation software that you absolutely need. Yes, you should have some urgency to stay on-par with your competitors, but don’t let the pressure to automate overshadow your material conditions.

How Can the Best B2B Marketing Automation Platform Level-up Your Business?

While everyone knows automation can help you get more done, faster, in less time – what does that look like in practice?

B2B Marketing Automation Software Helps Improve Lead Scoring Abilities

When someone visits your website and submits their email address, wouldn’t it be helpful to know which type of pages they visited right away? For example, you’d want to know if they browsed your open career positions compared to case studies, right?

Of course. Because that information is vital for scoring leads. If you can use automation to detect that someone was browsing your career pages, you’d know right away that they’re actually a negative lead.

Automation can also help you build profiles for improved lead scoring abilities.

A human lead verification system will cross-reference a lead’s email address with publicly available information on LinkedIn. It will put together a comprehensive profile for each lead with their firmographic data like company name, company size, job role, and other key factors.

Hushly

The Best B2B Marketing Automation Platform Helps Personalize Content Marketing

The line keeps blurring between B2B and B2C. Yes, the buying cycle is still long in B2B, business decisions aren’t impulsive, and several people are involved in each purchase.

However, buyers expect the same personalized consumer-style experience they receive from major brands like Netflix and Spotify.

Personalized content isn’t a choice anymore. 85% of B2Bs will dismiss a company that doesn’t personalize the very first point of contact. Meanwhile, 83% of B2Bs say the key to winning their business is treating them like a human being instead of just another number.

B2B marketing automation makes it easy to personalize every visitor’s experience on your website using data that’s already available. By taking note of the blog posts their read, an algorithm can continue recommending similar pieces of content. Like so:

Hushly

Successful Account-Based Marketing

As automation makes it increasingly easier to personalize content on websites in real-time, more and more brands are understanding the secret of account-based marketing.

Now, account-based marketing strategies are only successful when you have accurate intel. If your data is bad, your whole personalization strategy falls apart and with ABM, your risk is much higher in this respect.

Since automation has made it easier to break your data out of silos and update it in real-time, more businesses have been able to develop effective ABM strategies.

More Effective Lead Tracking

Lead tracking is important because it helps guide your marketing decisions.

Are your tactics working? Are you generating more leads? Are people even seeing your content?

Marketing automation software makes it easy to see exactly which channels (PPC, social media, email, etc.) are generating the most leads so you can figure out what’s working and what’s not.

You can also see where leads drop out of your funnel so you can pinpoint what’s going wrong and where.

Sure, you could figure all of this out without automation – but it would take much, much longer.

B2B Marketing Automation Software Can Help Nurture Leads While You Sleep

Your leads complete between 57% and 90% of the buying process all alone without reaching out to anyone at your company – not a live chat, text, or call!

It’s critical that you design a website that allows leads to self-nurture at their own pace.

When a lead visits your website, it should be easy for them to find the information they came for – and then some. Automation helps guide them along in the sales process where your sales team can’t.

Harness the Power of B2B Marketing Automation Software to Convert More Leads

See? Marketing automation doesn’t have to be scary or intimidating. Sure, if you move too fast you risk losing money and screwing up your marketing strategy. However, if you take things slow and use automation to find solutions for problems, wonderful things happen!

Hushly can help you take your marketing personalization automation to the next level with minimal effort and resources. Using data you already have, Hushly can help you personalize every visitor’s experience on your website – whether known or anonymous.

It sounds complicated but it’s actually really simple. Our system tracks what type of content they like and continues showing them similar content – yep, just like Netflix.

See Hushly in action now! You’ll only pay for genuine leads – not using our platform or fake leads.

How to Choose a B2B Marketing Agency that Understands Human Behavior

B2B marketing agency

You’ve no doubt noticed that “customer experience” or “customer journey” is all the rage in B2C marketing right now.

It’s all about creating a seamless and humanized experience for leads and current customers across multiple platforms – but should a B2B marketing agency take a similar strategy?

Well, your B2B buyers are also consumers for the 16 hours a day they’re not at work.

They want you to treat them like individual human beings – not merely extensions of the company they work for.

Here’s how to choose a marketing company that understands the importance of forming a human connection with prospects, leads, and current customers.

How to Choose a B2B Marketing Agency

There’s a new concept in marketing called B2E (everyone) or B2P (people).

It means that at the end of the day, you’re marketing to individual people – even if you’re targeting full teams or entire companies as part of an ABM strategy.

In our digital world that relies on data, it’s easy to neglect that there’s a single person behind every email address and number. They deserve to be treated that way and your B2B marketing agency should understand that.

They Understand That the Line Is Blurring Between B2B and B2C

83% of B2B buyers – compared to 84% of consumers – say that the key to winning their business is treating them like a human being.

Personalization is vital for meeting B2B expectations now. 85% of B2Bs say that they might look elsewhere if a business doesn’t take steps to personalize the very first interaction – that’s a lot of pressure!

Features like adaptive content hubs, content bingeing, and self-nurturing landing pages can help you meet buyer expectations and create the personalized experience they want – whether they realize it or not.

An adaptive content hub offers personalized content recommendations to every visitor based on their browsing behavior. Here’s what it looks like in action:

Hushly

They Take Steps to Clean Up Your Data

Discouraging research shows that only 1 out of 5 organizations are running effective personalization strategies.

Why? Well, one big problem is that they’re not working with accurate data.

Business data starts to rot a lot faster than consumer data. People change jobs, get promotions, switch roles at a company – all of this impacts your personalization strategy (especially if you’re running an account-based marketing strategy).

In fact, up to 62% of organizations are working with data that’s nearly half incorrect.

Your B2B marketing agency should strive to help you collect genuine leads with features like human lead verification and clean up the bad data you already have so you can create a successful B2B marketing strategy.

A B2B Marketing Agency Should Help You Create an ABM Strategy

Frankly, not every B2B marketing agency has the skills or resources to help you develop an effective account-based marketing strategy. However, they should at least mention the topic and point you in the right direction.

When it comes to personalization, it doesn’t get much better than ABM because you’re personalizing content with a specific company and job role in mind.

They Understand the Importance of Integrated Marketing and Social Selling

What do the most lucrative industries have in common? They use effective social selling strategies.

Social selling involves much more than posting on social media. Your marketing company should understand that social selling involves the following:

  • Participating in conversations
  • Connecting with your best customers
  • Building a strong brand authority on the right platforms

Social strategies are important because they show customers and leads that you care about and value their opinions and problems.

Your B2B Marketing Agency Should Have an Effective Exit Intent Strategy

What happens when a lead tabs away from your website? If you’re throwing a form at them, you’re just pushing them away even further, faster.

Instead, give them more of what they came to your website for: great content.

No one wants to fill out a form as they’re trying to walk out the door. Instead, use personalized popups like this:

Hushly

A B2B Marketing Agency Should Put Mobile Experience First

Research from Think with Google shows that roughly 70% of all B2B searches will happen on mobile devices in 2020. Furthermore, B2Bs will spend between two and three hours each day researching from their smartphones.

A mobile-friendly website is a necessity – not a luxury – and there’s nothing less mobile-friendly than forms and fully gated content.

When a lead arrives at your website from a Google search result or a link they found on social media and they’re hit with a form before they can access your content, they’re not going to deal with filling out the form on their phone. They’re just going to hit the back button and look for the information somewhere else.

Instead, let your content breathe. Let your leads browse your website at their own pace and provide their email address when they’re good and ready.

They Mention Plans to Create a Customer Management Strategy

65% of business buyers say they’d consider switching vendors if a company didn’t start personalizing communication. Your marketing agency should track intent data so you can continue nurturing current customers before they jump ship.

The buyer’s journey doesn’t end after you close the sale. Give them personalized content to build your relationship in the long-term and maintain your customer base.

Level-up Your B2B Marketing Strategy with Personalization

A B2B marketing agency should immediately take steps to personalize the buyer experience across your website and landing pages. Forms and fully gated content have no place on mobile screens – they just push your visitors away and tell them to find the information somewhere else.

Instead, we recommend lifting the blockade on your content so your leads can self-nurture and educate themselves. It works, too. In fact, you can skyrocket your lead conversions by 51% and content engagement by 305%!

Want to see what a B2B marketing strategy without forms can accomplish? Check out our personalized exit-intent popups.