As B2B marketing professionals adopt online strategies, many are facing an array of challenges. The Web is becoming more cluttered with content, so marketers grabble with standing out among the crowd. While marketers prioritize increasing brand awareness, many struggle to capture an individual's attention, locate their target audience and gain an online presence in the vast, noisy content marketing sphere. Combating these obstacles requires creative solutions.
More than 10 women in the B2B marketing industry gave advice on how marketers can rise above these common issues. One of the biggest opportunities is to present relevant and simple information pertaining to the buyer, said Katrina Klier, the managing director of digital marketing and communications at Accenture.
Personalize the information to ensure the message resonates with the individual. It's best to tell a story because individuals often buy emotionally, said Lucy Hackman, VP of integrated marketing communications at Pitney Bowes. Connecting with decision-makers on a human level increases the chance that a business will respond. It's less about the product and more oriented toward how the services will enhance the company.