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B2Bento was in Mumbai in January 2011 for Click Asia Summit 2011 and here’s the video of Anol’s presentation at the summit (along with Neil Burton of Web Spiders UK).
Anol discusses the 3 Pillars of B2B Enterprise Marketing: Lead Nurturing, Social Media & Content Marketing. And you can refer to his presentation slides below.
Whom do you nurture? It’s a simple question really yet the answer to that can change the entire outcome of your lead nurturing process. Many companies think, the more the merrier. No. You have to think about quality, not quantity.
So how does lead nurturing work? Here’s the basic process in a nutshell:
Evaluation: Sometimes if leads are still not ready for sales, they are recycled back to the relevant stage after evaluation. Find out why they are not sales-ready and adjust your approach.
Increasingly, many companies are jumping onto the social media bandwagon; however, it is not a ‘sure-win’ tactic. Here’s what you should prepare before undertaking any social media campaign or endeavour:
The way of marketing has changed and has adapted with the times. Prospects are now attracted to companies who regularly provide information to them. Content marketing is the crucial element of B2B marketing. It provides the context in social media and engages your prospects even when they are not buying your product, especially in an arena like B2B that has an extended buying cycle.
As mentioned above, content also matters when it comes to Lead Nurturing. You need to ensure that the right content is given to the right people at the right time i.e. mapping your content.
Marketers have always been aware that handling B2B Enterprise Marketing does not exactly entail applying the same methods as for B2C. But if we understand these three pillars better and learn to capitalize on them, then your B2B marketing campaigns could be just as successful. Do you feel the same way about lead nurturing, social media and content marketing? Tell us now what you think!
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