Five Essential Components of an Effective B2B Online Marketing Program

09/01/2015 12:49

1. Strategy

Strategy is the foundation for your entire online marketing program. Lay out a comprehensive and integrated
online marketing strategy that is aligned with your business goals and sales process.
  • - Discovery & Foundation
  • - Marketing Analysis
  • - Buyer Persona Profiles
  • - Set Goals/Define KPIs
  • - Lead Definition (MQL/SQL)
  • - Campaign Development
64% of CMOs have either an  informal or no process to manage their marketing automation.

2. Content Marketing

Content marketing is the magnet that helps you get found in search results, drive inbound traffic, attract prospects, convert leads and engage customers.
80% of B2B decision makers prefer to get company information in a series of articles versus an advertisement.
71% of B2B marketers use content marketing for lead generation.
Create and promote magnetic content - blog posts, eBooks, guides, whitepapers, infographics, videos, eNewsletters, webinars...
Uncover Questions - what questions do your personas ask at each stage of the buying cycle?
Provide Answers - how should you answer the questions? What topics should your content cover?
Choose the right formats - what content format is best for each topic/stage? (webinar, eBook, case study, etc.)

3. Traffic Generation

Getting found in search engines and promoting content through multiple online channels wil drive web traffic and increase demand for your content 
(and ultimately your services or products).
Blogging is one of the best ways to drive website traffic and attract prospects by providing them with information that they´re looking for.
55% more visitors
67% of B2B companies that blog generate more leads per month than those who don´t.
43% of companies who blog have acquired a customer from their blog.
82% of companies who blog daily have acquired a customer from their blog.
Social Media Marketing
Promoting valuable and relevant content through social media channels will also drive web traffic, increase demand for your content and raise your online visibility.
40% of B2B companies acquired a customer through Twitter.
65% of B2B companies acquired a customer through LinkedIn.
SEO & Organic Search - Optimizing your website to get found by search engines is an essential component of your online marketing efforts.
70% of the links search users click on are organic, not paid.
Email Marketing - The right kind of email marketing can also increase traffic to your website by promoting relevant content to existing contacts.
89% of marketers say email is their primary channel for lead generation.

4. Lead Generation

Attracting qualified traffic to your website is only the first step. The next step is to convert visitors into leads through effective lead generation strategies that prompt them to take action.
Lead Generation
Premium Offers - a piece of content that has enough perceived value that a visitor is willing to give some personal information in exchange for it.
Calls-to-Action - offers promoted throughout websites & blogs using engaging images, banners or text with persuasive, action-oriented words.
Landing Pages . allows you to convert visitors into leads by promoting the offer benefits, simplifying the process and eliminating distractions.
Lead Capture Forms - landing pages for lead generation contain lead capture forms that "capture" contact information from a visitor in exchange for an offer.
97% of visitors are not ready to purchase their first visit to your company website.

5. Lead Management

Most leads aren´t ready to buy just because they´ve expressed interest. Stay engaged with leads after their initial conversion and nurture them through each stage of the buying cycle.


  • 50% of qualified leads are not ready to make a purchase.
  • 66% of buyers indicate that "consistent and relevant communication provided by both sales and marketing organizations" is a key influence in choosing a solution provider.
  • 35-50% of sales go to the vendor that responds first.
Lead Intelligence - understand the interests of your leads in order to be more targeted and relevant with your marketing.
Lead Scoring - Know which leads represent the best opportunities to focus on.
List Segmentation - segment leads based on profile attributes, buying cycle stage and/or observed behaviors to boost your click-through rates.
Marketing Automation - companies that automate lead management see a 10% or greater increase in revenue in 6-9 months.
About the Author:

My name is Lissa Anderson I am a full time SEO consultant. I've been doing freelancing,web development,web designing & internet marketing stuff for more than 8 years. Now I am affiliate with one of the world’s largest online advertising company. 
I´m offering SEO and SocialMedia Services here on my website too.