During Thursday’s Loyalty360 webinar, “6 Wins and 3 Fails in B2B Online Marketing,” Petr Passinger, Marketing Evangelist, Kentico Software, discussed some key strategies his company uses to boost customer engagement through B2B online marketing.
Passinger said three key strategies Kentico uses to boost customer engagement/customer loyalty are content marketing, blogs, and infographics.
Content Marketing for Kentico comprises:
Videos
Subtitles
Social Activity
Playlist
Link to Other YouTube Assets
Embedding Videos on Pages with Related Content
Channel Management
Backlinks
Its use of blogs:
Creates a community around the product and builds a solid brand and brand loyalty
Helps interaction with the company (surveys, polls)
Supports link building and SEO efforts
Organic search (New leads)
Regarding what drives customers to certain content, Passinger noted the following:
Guides/Tutorials (especially on newest trends): “Any article that helps you solve some problem,” he said.
Lists such as “Top Ten Places to find your Remote Control!”
Contests/Awards
Reviews
Research/Infographics
Success Stories/Failures (case studies). Failure articles can be very engaging also, Passinger said.
What’s more, infographics represent a key customer engagement tool, Passinger said.
For Kentico, infographics focus on:
Brochures/Leaflets
Case Studies
Whitepapers
eBooks
Testimonials
Press Releases
Reviews
Surveys
Passinger also discussed the benefits of business email:
Tends to be accessed more regularly than personal email
Can be read at work and doesn’t invade private evening time
Signifies a better fit to your business if you are in the B2B market
Presents a formal identification of the source that can be read as saying, “I expect to be contacted”, unlike personal email
Increases the chance of matching the company to the person (either manually through LinkedIn or through business directory services such as DATA.com)
Enables easier gathering of lead intelligence before first contact
At the conclusion of his webinar, Passinger noted three things he would differently regarding B2B Online Marketing:
Closer contact with sales; employee rotation (“Bringing marketing closer to sales is really beneficial,” he said.)
Hire consultants to support the personal development of own people; knowledge/skills have to remain in the company
Measurability for every activity