This article presents 12 crucial planning priorities for B2B demand generation experts aiming to drive substantial revenue growth. The key areas of focus include defining targeted acquisition and retention strategies, conducting thorough keyword and competitor analysis, dominating local listings and organic search results, leveraging actionable insights from data, harnessing branding and reputation, enhancing relevance and engagement scoring, targeting behavior and locations effectively, leveraging lists and prospecting for targeted campaigns, streamlining content creation and optimization, simplifying ad deployment and campaign management, embracing measurement and test-and-learn strategies, and enhancing the customer experience through automation and personalization. By prioritizing these areas, marketing directors can unlock significant revenue growth opportunities and achieve exceptional marketing outcomes.
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As a B2B demand generation expert seeking to significantly boost marketing revenue, your planning priorities hold the key to success. In this article, I will present 12 essential points that will guide you in strategically expanding your revenue streams. Let’s dive into these priorities and unlock the potential for remarkable growth.
1 | Define your targeting, acquisition and retention goals
Craft a comprehensive strategy that outlines your approach to acquiring and retaining customers. Consider seasonal campaigns and evergreen activities, and assess their effectiveness. Develop clear metrics to evaluate campaign performance, ensuring that you align your efforts with revenue generation.
2 | Conduct a thorough audit of your top performing keyword and competitor in order to find “blue ocean” opportunities
Analyze the competitive landscape and identify high-potential keywords relevant to your industry. Understand the cost and competition associated with these keywords, and focus on ones with strong purchase intent. This research will empower you to optimize your campaigns and achieve maximum ROI.
3 | Ensure you are ready when people begin the buying process by dominating local listings and branded search results
Ensure your brand stands out in local listings and organic search results. Tailor your strategy to target specific locations, leveraging non-branded location-specific terms effectively. By enhancing your brand’s visibility and impression share, you’ll attract more qualified leads.
4 | Harness Data for Actionable Insights on the audiences that you should be proactively targeting
Data is your most valuable asset. Implement robust tracking and reporting mechanisms to gather actionable insights. Measure your cost per click (CPC) and cost per lead (CPL) for both branded and non-branded keywords. Connect these metrics to customer lifetime value and revenue, enabling data-driven decision-making.
5 | Leverage Branding and Reputation to Amplify Results through Refferals
Investigate the impact of your brand and reputation on digital efforts. Determine the percentage of branded versus non-branded traffic and assess how branded searches reduce cost per acquisition. Quantify the value of your brand activities and monitor customer feedback to build a positive reputation.
6 | Reduce Wasted Sales Time with Lead Scoring and Automation
Optimize your audience targeting efforts by improving response rates and reducing the number of impressions required for clicks. Evaluate historical engagement performance and compare it to your competitors. Continuously refine your strategies to increase engagement and capture your audience’s attention.
7 | Use Won Data to Target Behavior and Locations Effectively
Tailor your ad campaigns based on your audience’s behavior and geographical locations. Develop strategies that go beyond narrowly defined service, location, or brand terms. Highlight regional differentiators and ensure your messaging resonates with specific markets, driving higher conversion rates.
8 | Leverage Data Sources like Zoominfo and Dodge Construction for Laser-Focused Targeting
Utilize company and prospect lists to enhance targeting on social platforms. Personalize your messaging based on audience interests, industry, and past behavior. Implement retargeting campaigns to nurture existing customers and capture new leads effectively.
9 | Align Content Creation and Optimization to Customer Needs
Discover efficient ways to create compelling content that deeply resonates with your audience. Align your content with your sales and marketing messaging to drive increased purchase intent. By streamlining the content creation and optimization process, you can deliver impactful messages with speed and precision.
10 | Simplify Ad Deployment and Campaign Management
Craft your content with platform conditions and competitor content in mind. Conduct thorough testing and monitor engagement to optimize your campaign management. Stay vigilant and adapt your strategies to stay ahead in a dynamic marketing landscape.
11 | Embrace Measurement, Attribution, and Test-and-Learn Strategies
Equip decision-makers with a deep understanding of the impact their design decisions have on the audience. Implement measurement and attribution models to assess campaign effectiveness. Embrace a test-and-learn approach, continuously experimenting to refine your strategies and maximize results.
12 | Enhance Customer Experience through Automation and Personalization
Leverage sales automation to nurture and retain customers, enhancing their loyalty and satisfaction. Implement personalized communication strategies to compensate for the lack of direct contact. Open relevant conversations that strengthen your relationship with customers and drive increased sales proximity.
By prioritizing these 12 planning areas, B2B demand generation experts can unlock substantial revenue growth. Embrace the power of data, align brilliant ideas with diligent execution, and propel your marketing efforts to new heights. As an advocate for growth, I am here to support you in achieving exceptional results. Let’s embark on this journey together and revolutionize your B2B demand generation strategies.
