— DIGITAL MARKETING FOR B2B

Here’s your digital marketing playbook for the B2B industry in 2021

In B2B digital marketing the difference between winning and losing deals comes down to the ability to continually target and engage prospects throughout the buying process.

Digital advertising has gone from beyond keywords and placement. Today’s successful digital B2B marketers are identifying high intent accounts, putting personalized ads in front of those accounts, and continuing to measure their engagement with sales.

We’ve built a digital marketing strategy playbook for the B2B industry to give you the tools and techniques to grow your brand.

Download your PDF B2B Playbook
— DIGITAL MARKETING PLAYBOOK FOR THE B2B INDUSTRY 

The Playbook

So, you’re ready to step up your B2B marketing in 2021. But before you do, it’s important to ensure you have the right mix of components baked into your 2021 plan. Below, you’ll find our playbook which includes links to definitions, popular tools and detailed examples.

Once you’ve browsed through the playbook, please take our full digital marketing assessment to calculate your score, and measure how well you’re positioned for success, or where you may need to make some improvements. In exchange for taking the assessment, we’ll email you a PDF copy of the playbook for you and your team to use. 
Go right to check your score

01

Brand Identity + Creative

B2B buyers are people, and people are emotional. People largely make decisions relying on their first impressions of stored memories, images and feelings. These emotions impact economic decision making. In one sense, brands inherently operate on an emotional level by stimulating that part of the brain that stores emotional reactions. By nurturing the right brand associations in your prospects’ minds, you can begin closing the deal before the selling has even started.
Here are the 5 things you must consider when it comes to branding and customer experience.
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Brand Design

Full Identity Development

Brand Naming

Customer Journey Design

Brand Strategy

02

Web Design + Development

Designing an effective website for your B2B company needn’t be difficult or astronomically expensive. It simply requires that you put the buyer, not the design, first – meeting their needs at every stage of their journey. It requires that you effectively capture the right data and push your leads and prospects into appropriate funnels to ensure you capture their attention, communicate your value propositions and effectively convert the leads you’re capturing into new sales and customers. 
9 important considerations for your B2B website design + development
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Website Development

Lead Generation/Lead Capture

ADA Accessibility Compliance

CRM Integration

Schema Markup Development

Martech Integration

301 Redirect Mapping

Technical SEO

Performance Optimization

03

Digital Marketing 

Whether you’re an IT consulting firm or a growing Franchise broker looking to sell businesses to investors, the digital age has changed the way B2B communication is handled. That includes how you can successfully market your products. With technology constantly evolving, digital marketing requires a more ‘fluid’ approach. You have to be ready to adapt to changes in order to meet the expectations of your audience. 
For B2B companies, here are 13 crucial components of a successful digital marketing operations. 
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Organic SEO

Social Media Management

Content Marketing

Email Marketing

Account Based Marketing

Paid Social

Blog Development

Lead Generation

PPC / Display Ads

Integrated Marketing Stacks

Database List Acquisition

Lookalike Audience Development

Channel Development

04

Strategy + Analytics

The ability to process every data point related to your B2B marketing efforts is, and will continue to be the driving factor of success. Are you able to track customers from the second they’ve clicked on your google listing, all the way to the moment they inquire online, through to when someone on your team has closed the deal? POS integration, CRM integration, AMB and tracking + analytics platforms may all feel like overkill, but they paint an important view of how you’re being found, how customers are interacting with your business, and how successful your marketing efforts really are.
Layout a strategy and tracking operation in your marketing, designed to ensure you succeed. 
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Strategy Development

Analytics + Tracking

Martech Stack Auditing

Customer Profiling

Competitive Research

Capabilities Assessment

ROI Tracking + Reporting

— SO HOW’S IT GOING?

Check your digital marketing health for 2021

Based on the above playbook we invite you to check your health and see how well you’re positioned to succeed. In just a few clicks you’ll know just how well your company’s marketing is setup for the year ahead.

  • Hidden
  • Brand Identity + Creative

    B2B buyers are people, and people are emotional. People largely make decisions relying on their first impressions of stored memories, images and feelings. These emotions impact economic decision making. In one sense, brands inherently operate on an emotional level by stimulating that part of the brain that stores emotional reactions. By nurturing the right brand associations in your prospects’ minds, you can begin closing the deal before the selling has even started.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Brand Design
  • Full Identity Development
  • Brand Naming
  • Customer Journey Design
  • Brand Strategy
  • Web Design + Development

    Designing an effective website for your B2B company needn’t be difficult or astronomically expensive. It simply requires that you put the buyer, not the design, first – meeting their needs at every stage of their journey. It requires that you effectively capture the right data and push your leads and prospects into appropriate funnels to ensure you capture their attention, communicate your value propositions and effectively convert the leads you’re capturing into new sales and customers.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Website Development
  • Lead Generation/Lead Capture
  • ADA Accessibility Compliance
  • CRM Integration
  • Schema Markup Development
  • Martech Integration
  • 301 Redirect Mapping
  • Technical SEO
  • Performance Optimization
  • Digital Marketing + Advertising

    Whether you’re an IT consulting firm or a growing Franchise broker looking to sell businesses to investors, the digital age has changed the way B2B communication is handled. That includes how you can successfully market your products. With technology constantly evolving, digital marketing requires a more ‘fluid’ approach. You have to be ready to adapt to changes in order to meet the expectations of your audience.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Organic SEO
  • Social Media Management
  • Content Marketing
  • Email Marketing
  • Account Based Marketing
  • Paid Social
  • Blog Development
  • Lead Generation
  • PPC / Display Ads
  • Integrated Marketing Stacks
  • Database List Acquisition
  • Lookalike Audience Development
  • Channel Development
  • Strategy + Analytics

    The ability to process every data point related to your B2B marketing efforts is, and will continue to be the driving factor of success. Are you able to track customers from the second they’ve clicked on your google listing, all the way to the moment they inquire online, through to when someone on your team has closed the deal? POS integration, CRM integration, AMB and tracking + analytics platforms may all feel like overkill, but they paint an important view of how you’re being found, how customers are interacting with your business, and how successful your marketing efforts really are.
  • How well are you doing with each of the items listed below? The more honest you are, the better you'll be positioned to identify gaps in your marketing efforts.
  • Strategy Development
  • Analytics + Tracking
  • Martech Stack Auditing
  • Customer Profiling
  • Competitive Research
  • Capabilities Assessment
  • ROI Tracking + Reporting
  • Hidden
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