You've probably heard that your key performance indicators, or KPIs, should play a big role in the creation of your marketing budget. They tell you where to put your dollars to make the most impact— the biggest bang for your buck, so to speak. But. There's SO MUCH DATA, it's tough to tell what's actually useful, and what you can ignore. How do you know which KPIs have the greatest value, and should be used to create that all-important budget?
Your marketing team is really hustling to get your sales team a ton of leads from your online marketing efforts. You're working harder than ever, and you're proud of the numbers you're producing.
But wait! Do you realize you're so focused on the quantity of your leads, you've lost sight of the quality? You’re actually hurting your sales process by racking up higher numbers! B2B companies that center their marketing on getting more leads don't actually NEED more leads— they need more sales.
You know a lot about your particular industry. Like, A LOT. You could write a very detailed blog post about one aspect of it, but you have one question: who will read it? Or at least, who will read it to actually get the information, not as a sleep aid?
As inbound marketing continues to become the new standard of B2B marketing, more companies are buying into it more quickly. The good news for marketing directors is that it takes less effort to get the CEO to sign on with inbound. But it also means some companies are jumping into the pool without their water wings. And when they hit the water, they suddenly realize they don't know how to swim yet.
In my last blog post, I revealed the best types of content for manufacturers to get noticed at the Awareness stage of the buyer's journey. Now that you're cranking out your blog articles and LinkedIn posts, it's time to think about the content your customers are looking for at the next stage: the Consideration stage.