One of the most critical aspects of any successful marketing campaign is knowing your audience.
It seems simple, but after initial concept development, multiple iterations of creative, and layers of approvals, it's easy to lose sight of exactly whom you're talking to.
It doesn't matter whether you're promoting a local nonprofit, selling tires, or offering Web development services; if you aren't up to speed with who your target audience is and what it wants, even the most expertly crafted messaging is going to fall flat.
在B2B营销中，了解目标受众的重要性很大，这主要是因为通常会投入一定的计划。投资错误可能是灾难性的，尤其是在中小型商业世界中。
潜在的B2B客户具有共同特征：
- They have specific—and often unique—problems they are looking to solve.
- 他们已经有了牢固的预算和范围。
- They're willing to do extensive research on your company (and your competitors) before making a decision.
- They are expecting you to clearly illustratewhat makes your business different from others, and why yours is the right choice for them.
那么，这对您的营销策略意味着什么？
We already know that understanding your audience as precisely as possible is paramount, but that's just the beginning. It's what you do with that knowledge that determines the success of your campaign.
这里有五个提示，以确保您的B2B营销活动吸引合适的人，传达您公司可以提供的价值，并使您的销售团队处于良好的位置，以使潜在客户通过转换终点线。
1. Create a compelling story
它可能是b2b,but humans run businesses. Your campaigns have to be compelling to compete with all the messages people are inundated with. So, frequently we think about what story我们want to tell about our business instead of the story our readers want to hear.
您的营销必须在某种程度上有所帮助。Jay Baer's "Youtility" concept深入探索这个想法。
Be relatable. Make it easy for your intended audience to both learn from your marketing and take the next step in the buyer's journey.
2.在开始之前就知道您要测量什么
如果您不提前设定目标，则无法衡量自己的成功。
Whether your KPIs are connected to brand awareness, lead generation, reputation management, or increased conversions, determine them ahead of time. Doing so will not only help drive thoughtful, purpose-based strategies but also allow you to understand what worked and what needs further consideration the next time you launch a campaign.
Not sure where to start? The first step isunderstanding your metrics。A lot of energy is wasted on metrics that don't mean much in the grand scheme of your campaign. Know what metric matters most and how it contributes to meeting your goals.
3.帮助您的听众找到您
OK, so you understand who your audience is, you are positioning yourself properly, and you are telling a relatable, compelling story... but is anyone seeing it?
同样，成功的营销活动取决于其部分的总和。在这种情况下，您必须确保目标受众知道如何以及在哪里找到您。轻松在线找到业务的能力至关重要，您的广告和其他营销活动也需要成为潜在客户所寻找的地方。
这可能是很多工作，但是值得进行彻底的SEO审核，以提高您的网站的域名和排在搜索结果的顶部或附近。另外，请确定您的买家进入与您的服务区域相关的关键字排名的社区和市场。
查找在Google上在大量服务区域关键字上排名较高的网站，可以让您的关键受众搜索这些关键字，例如“best digital marketing agencies," to find you easily, should you be included on these types of lists.
4. Throw fuel on the fire with LinkedIn
Social media marketing is primed for content distribution. LinkedIn allows you to target your buyers when they are in a business mindset, and by building a matched audience with intent data you can use Conversational Ads on LinkedIn to directly target the inbox of potential customers who you know have an interest in your product or service.
将这些广告与图像或视频广告配对，以建立更大的影响力，并使用基于帐户的营销方法与现有客户建立更深层次的关系。
5.迭代，迭代，迭代
并非每个想法都是第一次起作用，而小变化会产生很大的影响。成功的营销需要随着时间的推移而逐步改进。寻找挤出1-2％更多回报的方法对于实现目标和创建高性能的运动至关重要。
我们的团队最近针对以利益为中心的副本测试了客户证明副本，转化率的差异为43％。另外，当捕获入站线索时，我们测试了一封确认电子邮件，而不是带有日历的确认页面。带有日历可用性工具的页面最终使我们的销售团队预订的会议增加了124％！
无论是复制，设计还是过程，都一贯挑战自己，以优化您的性能并尽快适应。
Build a successful B2B marketing campaign that gets real results
Although many of the core concepts are similar between B2C and B2B marketing, there are nuances in the B2B space that you have to key in on for your campaign to really take off and perform as well as—or better than—you expect.
您必须精确地定位，并且必须提供有用的信息，不仅可以突出您的产品或服务，还可以教育，启发或娱乐您的潜在客户，而不是简单地进行销售。
不要害怕尝试新事物，也请理解为什么要这样做。设定明确的目标，快速掌握最重要的指标，并且不要害怕调整和优化中游。
业务格局与以往一样具有竞争力。您必须找到一种在人群中脱颖而出的方法，并提出一个令人信服的理由，您的业务比街上的人要好。本文中的五个技巧可以使您从正确的轨道开始，当您将所有内容放在一起时，您将获得成功的B2B广告系列，该广告系列可以推动高质量的线索并最终进行更多的转换。
More Resources on Successful B2B Marketing Campaigns
How to Manage a Successful Marketing Campaign That Meets Your Objectives
10 Demand-Gen Campaign 'Gotchas' to Overcome for Flawless Marketing Automation Execution
