Joey Benrubi – Corrao Group Blog

Best Practices: Inbound Marketing Strategies for B2B

Revisit and Repurpose Content

According to the Huffington Post, B2B companies who blog attract 67% more leads than those who don’t. If you haven’t already started blogging, consider repurposing your existing content to get started. While blogging is a great first step in the content development process, you should expand the scope of your content library with videos, white papers, and case studies. A fully-formed content library serves as the foundation of your marketing initiatives by providing value to your audience throughout each stage of the buyer’s journey.

Reference Your FAQ’S

When prospects visit your site, they reach your site seeking answers to one or many questions. If you can anticipate the questions your audience is hoping to resolve, you’ll provide the early value while also spending less time answering the same questions over and over again. Leverage your frequently asked questions in your content strategy to improve relationships with your web visitors and strengthen the quality of your leads.

Trail Blaze With Conversational Marketing

Conversational marketing is the future of successful inbound strategies. A tool like Qualified allows you to interact with your web visitors in real-time to start the nurture process as soon as these visitors hit your website. Qualified mixes automation features and direct chat to help you optimize the conversational process. To further streamline your conversions, Qualified connects to both Salesforce and Pardot to capture visitor information directly in your CRM.

Click here for more information on how Qualified can bolsters your B2B strategy

Develop Your Social Strategy

Social media isn’t just for B2C. Social media continues to grow in value for B2B marketers as a content sharing platform attracting new leads, and nurturing existing ones. Just like any other content plan, your social media content plan should be structured, and this starts with a content calendar. Creating a content calendar will help you keep track of your social media presence by eliminating the chance of uncertainty halfway through the month.

Automate Your Marketing Initiatives

Gone are the days of tedious, manual marketing campaigns. Marketing automation platforms have taken over every industry and are built to grow with your business. At Corrao Group, we use Pardot as the foundation for our marketing programs and leverage the tool for internal onboarding too! Pardot offers a multitude of features that can save your team time, minimize mistakes, and align your sales and marketing teams. List segmentation, drip programs, email templates, A/B testing, content calendars, and autoresponders are all at features included in Pardot’s user-friendly interface. Need proof?

Check out our case study on how we helped our customer generate $3M in sales using Salesforce.

Engage With Industry Influencers

Imagine the value of being recognized as a reliable resource by the leaders of influence within your industry. Interacting on social media posts on LinkedIn or quoting tweets from influencers on Twitter helps you get started. Other businesses follow and trust these leaders and therefore would be more likely to value an interaction or observation of yours involving their trusted content. Connecting with them via social media is a quick and easy way to make yourself known.

Sharpen Your Titles

Despite its lengthy implementation, SEO continues to make or break the success of B2B digital marketing initiatives. When searching for information on Google, title tags inform the search algorithm that your content exists as a results option. This simple adjustment to the back-end of your website and your blog has the ability to make a huge, low-cost difference when it comes to driving traffic to your site. However, be sure your text titles correspond with what readers expect to find on your page or you may face Google’s penalties.

Optimize Your Web Pages

B2B audiences don’t have time to wait around and are often web-browsing from their mobile phones. Don’t let a slow website be the reason you lose impressions. A combination of issues could be slowing down your site from the size of your images to the location, arrangement, and type of code being used.

If you’d like to learn more about Inbound Marketing Strategies for B2B, please visit our website.

Automating (More than) your Marketing with Pardot

Pardot or “to sell,” in Latvian, is, appropriately, the name of a marketing platform that ultimately serves to lead you closer to the sale. However, nurturing your prospects from initial touch to that sale is a delicate and often lengthy process. Pardot provides a number of tools that allow you to automate the marketing process from start to finish, but the open-ended nature of the platform can also lead to the confusion surrounding best practices. Below, we’ve put together a basic structure for you to follow while automating your processes in Pardot.

Tracking

Before your prospects are prospects, they could just be visitors on your website. A variety of tools in Pardot support you to track visitor activity on your website and begin associating data with these future prospects right from the start. You’ll then be able to view all of their Pardot tracked activities once they convert from visitors to prospects.

pardot support

Converting

Forms on your web pages and landing pages act as the primary instrument for conversion from visitor to prospect status. Using Pardot forms or form handlers allows you to automatically update prospect records for use in sorting and customization as you start to develop your marketing campaigns.

Grading

The prospect grading process should really begin before you dive into the many features of Pardot. Automating a grading process for your prospects allows your team to capture information surrounding the suitability of each of the prospects in your system. You can significantly improve your conversion rates by marketing to prospects who will see the relevance of your products and services. The platform provides you with a default grading model that may serve as the foundation for your prospect grading strategy, but it also presents the opportunity to customize grading profiles for an approach that will more directly apply to your unique offerings.

Top 7 Email Template Designs for 2019

Digital marketing has evolved and stretched its fingers across nearly every digital platform imaginable. From the paid ads you see on Instagram, to the web pages that have fostered their SEO strategy enough to land on the first page of Google, your opportunities for reaching prospects are broader than ever. Despite the surplus of opportunity in the digital landscape, email marketing remains the most effective method of marketing to your customers. Before launching your next email marketing campaign, take a look at the top email template designs for 2019. Pardot HTML email templates have a broad range of capabilities, and between these 7 examples, you’ll be able to pick and choose ideas to adopt in your own emails based on your marketing goals.

1. Call to Action: InVision

Starting off our list of email designs is a template curated by an agency well-known for its design prowess. While we must give credit to the clean overall design of the email, we would like to highlight the use of a single call-to-action after the email’s body of content. Using only one CTA has proven to improve conversion rates since it erases any doubt about which path is intended to be taken upon review of your email.

Pardot HTML email templates

2. Mobile-responsiveness: Yesler

You’ll notice that many of the templates we are recognizing here utilize a single-column layout, and this is no coincidence. Your customers continue to rely more and more on their mobile devices for both their personal lives and work, especially when it comes to having email access both in and out of the office. A single-column layout can easily be optimized for mobile viewing, and Yesler provides an excellent example of how a content-heavy email can still be designed with mobile in mind.

Piecing Together a Conversion-Driven Case Study

convert and engage

Getting Started

Determine objective of the case study

The extent of your offerings cannot be summarized in a single case study, so you’ll need to select a targeted focus for each one. While one case study could serve to highlight how your services had a direct impact on rebuilding your client’s strategy from the ground up, another may emphasize an instance when your team introduced a client to an additional process that contributed to their further success on an already effective system. However, all of your case studies should be curated to convert and engage, helping you to fill up your lead funnels and retain accounts.

Obtain permission from your candidate

You don’t want your clients to browse your website only to find an unfamiliar case study with their name attached to it. Obtaining consent from you candidate is necessary in order to build a case study that is verified by both parties and will open up the opportunity for direct quotes to add further validation to your case study.

Improving your Case Studies

Target the Right Industry

When your prospects can relate to your case study candidate, they are far more likely to see how your products or services could, in turn, benefit them as well. This familiarity can be easily fostered by conducting your case study on a client within a particular target industry.

Author: Joey Benrubi