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B2B Online Marketing

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How and when should marketers adopt new online channels to develop and promote products and services?

Business to Business Internet Marketing (B2B) involves the same standard marketing channels as direct B2B Marketing: product development, distribution, branding and promotion, events, advertising, public relations, word of mouth and alliances. Every strategy of B2B Marketing, online or direct, is heavily focused on relationship building. Direct marketing can take an incredible amount of energy and time. Before the birth of the Internet, email, and Social Media, B2B Marketers and Sales Reps spent months of resources on physically educating and nurturing their leads. Today companies have evolved their B2B Marketing strategies to include online digital channels like email marketing, Google, Facebook, Twitter, LinkedIn and YouTube. These online digital marketing channels reduce the relationship investment time and streamline the education and nurturing processes, not to mention the opportunities for cross-media marketing.

B2B Online Marketing is an integral factor of Marketing and B2B sales: it directly contributes to the revenue stream. Through demand generation, lead management and lead nurturing, B2B Online Marketing is increasingly apart of the sales process, creating more alignment between Sales and Marketing. By tracking and evaluating digital body language of leads, B2B Internet Marketing professionals are able to communicate with leads and offer relevant, targeted information to them. This enables marketers to focus on lead scoring, lead quality and understand signals that show when leads are ready to be moved to the next level in the process, ultimately increasing ROI.

Companies are continually on the hunt for more efficient strategies for their B2B Online Marketing efforts. Internet products and services that can improve an organization’s productivity, agility, and reduce costs are extremely valuable. Automating marketing practices by utilizing online digital channels is a proven tactic for achieving this. It is important for B2B Online Marketers to track and follow marketing activity throughout the sales process in order to understand which marketing practices are driving revenue. Strategies that generate some of the highest ROI include company websites, exhibitions and trade shows, email marketing, social media, and search engine keywords. Tracking these customer engagements, website traffic, and brand awareness are all metrics that are used to measure the success of cross-media marketing campaigns, and can be automated for B2B organizations. Providing B2B Marketers with automated, online digital capabilities to organize campaign analysis onto one platform saves time, provides on the spot campaign ROI, and conversion and revenue influence information.

Business-to-Business Internet Marketing incorporates demand generation, lead generation, retention, and awareness. Eloqua understands that Online B2B Marketing Best Practices evolve over time to be better with technology advances. Eloqua has stayed current throughout the years and developed proven techniques and methods for digital channels to accomplish effective B2B Online Marketing campaigns without unforeseen complications. Eloqua’s B2B Internet Marketing Automation allows companies to standardize cross-media marketing and business process documentation. Shannon Krukar, Digital Marketing Manager at Perkin Elmer, understands the power of communication and consistency for successful online B2B marketing. Krukar states, “Eloqua has allowed us to pull all those differences and inconsistencies within the multiple business units into a single, consistent process across the globe. It provides a more manageable way to execute effective campaigns, understand our customer needs, manage customer touch points and maintain consistency.” Eloqua’s products and services have the ability to balance the unique qualities of any size company and provide a more effective B2B online marketing process.

Consult our Marketing Resources and Toolkits about Best Practices in B2B Internet Marketing that include whitepapers, demos, guides, and webinars.

B2B Online Marketing Resources

10 Years in the Making: Eloqua’s Grande Guide to Wikipedia
Quick, informative guide for Marketers interested in engaging with the Wikipedia community.

Eloqua’s Grande Guide to the Social CMO
This is a guide to social media essentials, written entirely for the marketing leader in an organization, whether that title is Chief Marketing Officer, Chief Revenue Officer or VP of marketing.

Steal Eloqua’s Social Media Playbook
The 10-platform, 42-page Eloqua Social Media Playbook was created as a veritable “how-to” guide for our staff to follow on the social Web. It’s frankly everything we know about social media.

B2B Lessons From Boston University
Compares college admissions and b2b marketing, both of which feature long sales cycles, high buying costs, multi-touch campaigns and plenty of lead nurturing.

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