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B2B Digital Marketing Blog

The Project Shuffle – When One Client Takes Priority Over Another

The project shuffle – gets tedious and exhausting, doesn’t it? However, it happens more often than not when you work in the constantly changing digital marketing landscape. This is where your project management skills are put to the test. It is where you learn the quirks of the client and how to move the processes along with each task to meet the deadlines.

 

How Do You Prioritize with Project Management?

Determining priorities with client projects means that you have to sit down and take a look at the bigger picture. It is not the simple shuffle of tasks that will make things run smoother, its the negotiation in your mind that tells you okay this makes sense and it will not interfere with the workflow. That it will benefit the team.

  • Read the client contracts
  • Learn your client’s quirks and what they pay the most attention to.
  • Sit down with Team Members to discuss tasks at hand.

 

Agreeing On What Needs to Be Reprioritized

Project management with multiple clients is not just about you and the client. The bigger picture is to make sure that projects are getting done correctly and efficiently without overloading team members with tasks for that project on top of other client projects. When it comes down to making these changes, an internal meeting with all team members involved is important. Sit down, write out what is happening on a whiteboard, and reach a consensus as to what can be put on hold and pushed back. More often than not reprioritizing can be difficult if one team member is responsible for major portions of work and already has a lot on their plate. Talk with them and discuss what can be done to alleviate the stress and make it possible to reprioritize projects.

 

Talking it out with all team members involved is more important than just deciding on your own as the Project Manager.

 

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If you talk to an agency or “expert” marketing technologist they will tell you about all the Best Practices you should be following when it comes to Marketing Automation for B2B.  And all of those “best practices” are typically highly involved, complicated, time consuming and expensive.

But here’s the TRUTH, B2B Marketing Automation can be EASY.

 

Why would anyone try to make it so difficult?

There are many reasons…

  1. They believe it needs to be (… but it doesn’t)
  2. They don’t know it well enough and are quoting the “expert posts” they’ve read
  3. They aren’t that great at marketing and are a technology enthusiast (leads to overtech marketing)
  4. They have a desire to feel important and the more complicated something is the more important they think they are
  5. They want you to be “Stuck” with them, if it’s too hard for you then they feel you can’t get rid of them
  6. And the list goes on

 

So the question for you should be… “How Can I Make B2B Marketing Automation Easy?”

Read On.

 

How You Can Make B2B Marketing Automation Easy

The simplest and easiest way to get started with marketing automation as a B2B company is to use it in combination with a lead generation campaign by creating a linear, time based, drip nurture email sequence. (I explain below)

 

Here are the 3 things you need to do

  • Choose an Automation Platform (I won’t go into these here, but pick one!) *we love HubSpot
  • Create an Ad Campaign to fill your marketing automation platform
  • Create your automation emails & logic

 

Choose an Automation Platform

This up to you and the choices are many.

To be honest it doesn’t matter a ton which one you pick when you are first starting because it’s more important to just start doing it.

You’ll be looking at price, contact tiers, capabilities and integrations that fit your business best.

 

Again we personally love HubSpot for this (but it can get pricey quick, we get it)

 

Create and Ad Campaign

This is who you’ll actually use your marketing automation platform on.

Basically decide on a target customer, create the ads, set up the campaign and ensure that the leads which come in are integrated into your automation tools database through forms.

You can read in detail on how to set up a High ROI B2B Ad Campaign Here: http://acumenstudio.com/ad-campaigns-for-b2b-how-to-make-them-work-more-leads-and-paying-less/

 

Create Your Automation Emails & Logic

Lastly you’ll need to create the emails that will nurture your leads.

We recommend starting by doing this to start.

 

Create a 4 part email nurture series.

  1. Auto-response email to a form submission
  2. 2 days later – A follow up email asking if they received a link to the download from the form submission and / or if they have any questions
  3. 4 days later – An email giving them a little more detail on the same subject matter they originally requested and an ask to call them to learn more about them and their business need
  4. 5 days later – An email stating you don’t want to be a bother so you’d rather just jump on a call to talk give them more information on your company and what you do as well as learn about what their original interest was when downloading from the form.

 

At this point your sales team should reach out directly a couple days after the last email went out.  What you’ll find is that you get more responses and leads are more responsive to “warm call” outreach once they have gotten all of these emails.

 

I hope this shows you how a B2B company can implement a marketing automation tool and campaign easily without over-complicating the whole thing.

 

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The Everchanging LinkedIn Campaign Manager

Another day, another change to the ad creation interface. It seems like everytime it’s time to go and create a new campaign, setting up the ad has a different user experience.

In February, LinkedIn launched the new objective-based campaign experience. Like the name, this new experience is focused on the objective of the campaign first. To put it simply, you as the marketer decide what the focus of the campaign is going to be whether it’s website visits or engagement, then the rest of the campaign creation matches that objective.

 

While most of the format has the same options and functionality, it’s still something to get used to.

 

What’s New in the LinkedIn Campaign Manager

In the objective-based experience, there are a number of new items to be aware of.

  • The objective is at the top of the page and must be selected before moving forward with any other part of the campaign.
  • The audience selection and targeting criteria comes next and is broken out by language, location, audience attributes (company, demographics, education, job experience, interests), then matched audiences (website audiences and list uploads). Each of criteria has deeper criteria listed within. Like the old experience, depending on the criteria you select, other criteria won’t be available.
  • The budget, bid type and conversion tracking also must be complete before setting up the ad creative.

 

<h2>Benefits of the New Format</h2>

The number one benefit to this new experience is that it makes the campaign creation simpler by streamlining it to fit what the objective is. It also offers automated bidding for that objective as well.

Even though it’s another new experience, there are definitely huge benefits to the new experience.

 

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Have you ever asked the question, “How can I spend less on ads, but still get more leads”?

We assume the answer is YES and it’s likely you’ve asked that numerous times and heard the answer “Of Course I / We Can”, but the results NEVER came.

This is something that we hear over and over again from print companies (and those in the print industry).

 

The problem is that today everyone thinks they are a marketer.

And in theory we are all marketers, but the difference between those who are good and those who can’t deliver results are the marketers that Don’t Know How to Execute.

So we’ve provided the two things you need to do so that you can spend less on ads but still generate high quality leads.  Target a specific customer and create a campaign specifically for them.

 

*Because we DO Know How to Execute!

 

Target A Specific Customer

This sounds simple and it’s likely you’re thinking “duh”, but the fact is the majority of print companies don’t do this often.

We are not advocating abandoning everything else you’re doing and we aren’t saying tailor your business to only focus on a single customer segment, but what we ARE saying is start running a campaign that is targeting one specific customer segment to better connect and convert new business.

 

Here are some ways to best identify a customer segment you can target

  • Is there an industry that you have a lot of example work for? This is helpful in legitimizing your expertise and provides a lot of good content for case studies.
  • Is there an industry you want to do more business in? This is an easy way to break in.
  • Is there something you do that is unique for a specific industry which provides a significant differentiator between you and a competitor? This will help close deals quickly!

 

Whatever industry you choose to go after you’ll need to target them using social media.

This is the most accurate and cost effective way of targeting buyers in specific industries.

LinkedIn is where most of the print companies are seeing success today.

 

So let’s talk about campaigns.

 

Create a Campaign for Your Target Customer

This is the easiest part.  There are just a few things to create so that you have a clear campaign for your target customer that will get the to convert as high quality low cost leads.

Here are the things you’ll need to create

  1. Landing Page with a form
  2. PDF to download
  3. Ad(s)

 

Start by creating the landing page.

This will include copy that describes an issue that customer segment is facing, a description of what a positive outcome looks like for that customer once their issue is solved and a call to action asking them to download the PDF that shows how they can get to that outcome.

 

Next develop the PDF they will download.

This can be a case study, a whitepaper, a catalog, a step by step tutorial, etc.

It must be something interesting to this specific customer segment.

 

Last create an Ad or Ads.

In our experience and research targeting a specific customer segment is most easily deployed on LinkedIn.  So the Ad you will be creating is a sponsored post.

This means you will create a post for your LinkedIn company page and then put ad spend against it to expose it to your target customer.

We typically start with 1 ad and as volume picks up or the ad begins to not produce as much try running another version.

 

The LinkedIn Ads Manager

You will need to have a LinkedIn company page.

You’ll need to create a LinkedIn Ads Account as well to run these ads.

But it produces so well.

Targeting criteria on this platform includes job titles, years of experience, industry, specific companies and more.

 

By doing this you’ll be focusing your ad spend to a finite audience with a message that speaks directly to them, giving that customer segment a deliverable custom tailored to their needs, which will Convert Like Wildfire!

 

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