B2B marketing will focus on boosting conversion rates, improving brand awareness and acting on behavior-based data in 2014, according to a report from ExactTarget. In general, digital marketing efforts are set to increase with 98 percent of marketers reporting that they plan to increase their budgets in the next year. The top areas for digital expansion are analytics, marketing automation, social media and content management.
However, Internet marketing is under closer scrutiny and teams have realized they will need to demonstrate return on investment and revenue growth, CMSWire said. Marketers need to use their lead generation efforts to engage prospects. The study found that B2B companies engage new customer differently from existing clients. Email was found to be the most effective channel for acquisition. Mobile is more beneficial for engaging with current customers.
Email and mobile are increasingly popular because marketers can demonstrate clear ROI. However, for the majority of these strategies to be effective, B2B firms need to focus on the buyer's journey, according to CMSWire. If marketers understand prospects' needs and decision-making processes, they can better realize their goals of improving conversion rates.