Thoughts on Online B2B Marketing and What Works In a Nutshell

The greatest struggle that many B2B marketers have is trying to focus on the right marketing channels that will help them generate leads and eventually more sales.

Things are changing all of the time on the web and many people are always jumping from one platform to another with the hope to create a 'comfort zone' on the web.

A "comfort zone" in this case means that you have found a platform thats working for you and now you can maximize this valuable resource to its fullest potential.

Remember: The ultimate goal in B2B marketing is to get the decision maker on the phone.

Here are the tools that work for me in B2B marketing:

1- LinkedIn: In a nutshell: LinkedIn is the most effective platform when it comes to B2B marketing. Very soon I'll be launching an information packed product on how I generated a few hundred thousand dollars for my clients by using LinkedIn.

2- Google Ads: By creating a professional looking landing/sales pages (not the long sales pages) and by using Google ads to drive targeted traffic to those pages - this has helped me generate quality leads for my clients.

3- Improving the way I communicate via email: This skill I actually picked up when I was working in email marketing a few years ago. The company I was working for was a B2B company marketing various advertisement products. Although I didn't write the actual email campaigns - the company had professional copy-writers who were taking care of that, I was noticing some interesting patterns when emails were being sent out, how often they were being sent, what was written in the emails and how prospects were responding. Even though the emails were sent out by the company it was my job to follow up with the prospects. This is where I learned how to communicate effectively via email.

4- SEO: I put this last because I think companies spend way to much money on SEO with very little results. Most B2B websites are not content websites. Ranking in Google can be very hard without lots of content (and money). SEO is very important but it takes time and a very large budget. Most of the companies that I work with are very hesitant when it comes to SEO. I always view B2B marketing as a race to results. Therefore the money for the SEO can go to other activities such as: Google adwords. Having said that - an SEO strategy must be applied when its relevant.

Twitter? Complete waste of time for most B2B companies.

Facebook? Read this: The One Good Reason Why Businesses Should Have a Facebook Fan Page

I hope this helps!

Hillel Porath

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