When you break it down there are 5 elements for highly successful B2B marketing campaigns to nurture customers and prospects, regardless of your marketing solution. It’s not the marketing solution, it’s the knowledge of your customers and prospects you’re engaging with to drive a conversation.
These 5 elements are true in current customers (Key Accounts) as well as prospects. Here are the 5 elements:
- Identified Need (Pain Point)
Identifying the needs, challenges or pain points is critical, you have to know them to start gathering the remaining elements. This is the key stone or your B2B targeting.
- Who Has the Need (Contact)
Once you have identified the pain point, identifying who has the need, brought it up or discussed the pain point. This knowledge allows you to start to narrow who to target in your B2B marketing campaign.
- Segment the Who (Roles)
Now that you have identified who has the need, what is their role or roles. This allows you to get more granular in targeting. For example, you send out different messages to technical buyers then the business buyer. One is concerned with how things work; how difficult it is to implement. Where the business buyer wants to see a ROI, is concerned on cost and how will it mitigate their pain point.
- Where Are They in Their Selection Process
If you don’t know their selection process, how can you sell to them. If you don’t know where in the process they are, how can you target your messaging? Knowing if they are in the for example: Identify top three vendors. Your message can be all around how you stake up against your main competitors. This is effective messaging in your B2B marketing campaign.
- Inform and Education the Customer
Now that you have all the first 4 elements, now you can with pin point accuracy target your B2B marketing campaign.