In today's B2B environment, savvy buyers often research, consider, and make decisions long before they interact with a salesperson. To win their hearts and wallets, you need a powerful digital experience that resonates at every touchpoint. But how can you ensure your marketing team achieves results? Forget rigid structures and generic strategies. The key is to be able to equip your team with 12 essential digital marketing skills and capabilities.
Four levels of digital marketing objectives
The pyramid consists of four levels and three core capabilities or competencies that enable organizations. Fundamentals: Understanding your audience through personas, journey maps, and audience frameworks. Then, tailor great experiences by tailoring interactions based on context and intent. Next, create compelling messaging and content that is engaging, engaging, and converts. Finally, analyze the insights and optimize your delivery for continuous improvement.
Level 1: Who are you targeting?
It all starts with the audience. Deeply understand their needs, preferences, and decision-making processes. Personas capture the essence of your ideal buyer, and journey maps visualize digital interactions. Tools like audience frameworks can help you prioritize segments and coordinate efforts across your team. When Juniper Networks integrated its product and marketing teams around the customer, CMO Gene English and his team made a huge impact, bringing in more than 50% of the company's total revenue. ”.
Level 2: When do you make a difference?
Every digital interaction shapes perceptions. Increase brand awareness through a consistent digital experience, including self-guided website exploration and personalized content recommendations. Use data and AI to deliver the right message at the right time, maximize engagement, and influence purchasing decisions. “Digital is where growth marketing happens and is part of every step of the buying journey,” said Adam Kaiser, vice president of growth marketing at 6sense.
Level 3: What content moves people?
Build engagement and increase conversions with meaningful content and messaging. Start with your audience's context and build a hierarchy of messages that target each stage of the buying process. Modularize your content for rapid expansion and personalization across channels. Remember that technology like marketing automation is your friend as you build an integrated ecosystem for a seamless customer experience. Dan MacAvoy, vice president of marketing, product and revenue operations at HCLTech, said upon relaunching the brand, “The activation of our digital channels has increased brand lift during engagement. 70% increase.”
Level 4: Why do we do this?
Data is your guide. Clearly define customer needs to create effective messages and personalize content. Analyze your insights to see what resonates and optimize your delivery for continuous improvement. Remember that both organizational value and customer value are important. Your goal is to build a high-performing team that drives marketing effectiveness and business growth. Serra Ruiz, IBM's global digital leader, said the company is taking things a step further by “empowering customers to find what they're looking for quickly and leveraging data to engage passionately.” It's progressing.
Build your digital marketing dream team
So how can you help your team climb this digital pyramid?
- Take advantage of the Forrester B2B Digital Marketing Canvas template. This framework helps align your digital efforts with your overall business strategy.
- Invest in skills and abilities. Prioritize building a digitally savvy team with expertise in areas such as data analysis, personalization, and content creation.
- Establish a structured process. Implement cross-functional workflows that ensure consistent and prioritized digital interactions with your target audience.
This blog was written and first published by Principal Analyst Rani Salehi. here.
