A rebrand, website redesign and PR program increase contact form fills by 532% while differentiating edtech provider in crowded space
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While B2B marketing channels have changed, business goals have largely stayed the same: more leads, more sales, more growth.
But while the opportunities presented by this new marketing landscape are palpable and well-documented, B2B businesses are still asking some good questions that touch on the daunting nature of the task at hand:
Nebulous results, an evolving customer, and the explosion of new channels are certainly challenges. But those businesses that get to work on solutions will leave those that ignore them in the dust.
Build Your Digital Ecosystem
B2B companies need to leverage specific channels to reach the right audiences within a unified marketing framework. We call this framework the Digital Ecosystem model. The channels used in this model can include any combination of digital and traditional publications, search advertising networks, and social media. And at the center of this ecosystem is your company website, which must be optimized for usability, search and lead capture.
When your digital ecosystem is fueled with quality content that is on-brand and speaks directly to the interests of your audience, your business will be handling leads at every marketing touchpoint. As your marketing strategy is executed, you might be surprised by the way different channels begin to amplify the overall impact of your brand, resulting in
Greater brand awareness. Your prospects will come to recognize and feel comfortable with your brand as they notice it appearing in media outlets, social feeds and their inboxes.
Heightened credibility. When you give your audience informative and useful content, they will naturally consider you a thought leader in the industry.
Increased conversions. A thriving digital ecosystem doesn’t only deliver more leads; it cultivates better leads that are further along the marketing and sales funnel than prospects contacted through traditional sales methods.
We’ve seen first-hand that digital ecosystems succeed when multiple channels are flourishing together:
Walker Sands has built digital ecosystems for these clients and many more. To learn how to build a digital ecosystem that generates leads for your B2B business, download our e-book: The Complete Guide to Building a Lead-Focused Digital Ecosystem.