6 Ways You Can Digitize Your B2B Communications For An Engaging Post-Trade Show Experience
The cost of acquisition for enterprise B2B leads is soaring; in some industries leads may cost several thousands of dollars to acquire and involve long sales cycles and high-touch event marketing. In fact, 11% of a company’s revenue is dedicated to the marketing budget, on average, in the United States. With a sizable portion of company revenue dedicated to developing and scaling the business, the pressure to multiply that investment seems obvious. And yet, it could take as little as 72 hours for that expensive prospect you connected with at a trade show or convention to forget you or prioritize the project you discussed altogether. However, customers report it often takes several days to hear from a sales or marketing individual after initial contact with a company. How can you keep your lead connected, engaged, and interested during this small but important window, as well as moving forward? One of the answers is digitized marketing. Start digitizing your B2B marketing efforts Digital marketing is a sweeping term that can include all of your online efforts, like PPC ads, outbound campaigns, social media, etc. But digitized marketing speaks more directly to cloud-based and easily-accessible content, content that builds relationships, educates prospects, generates interest, and ultimately closes contracts. So how exactly do you do that? Here’s 6 ideas to get your digital marketing motor running: Branded, event-specific email templates Before your team heads to their next trade show or convention, have your marketing team develop a simple email template that includes your branding as well as the branding of the event. Each evening, sales reps should utilize that template to reach out to contacts they met that day, personalizing the language to mention items discussed. Event-specific landing pages Develop a landing page especially for leads that come from the event in question, […]
