February 23, 2016: As marketing strategies continue to progress, it’s becoming more important that B2B marketers connect their offline and online marketing programs. A recent KoMarketing news article really got me thinking about this.
This statistic caught my attention – nearly 98 percent of CMOs claim that offline and online efforts are merging (Gartner). If the distinction between traditional and digital marketing efforts is fading, what does this mean for B2B marketers?
Driving offline audiences to online campaigns will be an essential tactic to create a truly competitive advantage. Successfully doing this can take an online marketing program to a completely new level of sophistication.
Finding customers online using your existing database is one way to connect your offline and online marketing efforts. The objective is to help customers discover your online presence, and build relationships with them so that you are foremost in their thoughts when they are ready to buy. Additionally, connecting with customers online presents an opportunity to reach a new audience of people who could also be interested in your business because of the similarities with your existing customers. All you really need to get started are some basic fields from your customer database: name, website, email, etc.
In this post, I wanted to throw around a few ideas for how B2B marketers can find their customers online to better align offline and online marketing efforts. Here are 5 tactics for you to consider: ... Read the full post