As content marketing has been practiced today, it resembles custom publishing. Companies tell stories that romanticize their brand, distributing those stories through various channels and amplifying them through social media. Content marketing has come to be more akin to advertising.
If you are like most marketers, you’ve probably been salivating over personalizing your website for years. It has always seemed like a good idea, but it’s never seemed possible.
With less than thirty days to go in the quarter, my mind returns to the business goals we set a few months ago. Some of those OKRs were related to organizational capabilities but the ones that are top of mind relate to pipeline progression and sales. This quarter. Next quarter. You probably have your own metrics that you’re tracking. So what do you do if things aren’t going right?
Analytics matter: this is the unavoidable fact of digital marketing, even for those digital marketers that fear it. But are you even measuring the right things? Do you know how to make meaningful improvements?
Here’s a scenario for you: imagine you have an amazing salesperson who develops a deep connection with customers, beginning with their very first interaction. Even better, these prospects share their deepest concerns, telling your salesperson everything you’d want to know about how to help them — and how you can sell them what they need.
Old Time Search
Just past Fish Creek Campground, a gravel, two-track wanders off into the wilderness of Glacier National Park. At the head of the road there are several warning signs about the perils of backcountry travel. Bears. Mountain Lions. Falling trees. There are also unlisted perils — flat tires, dehydration, fire, and the various demons that live in our imagination when we venture into wild places. There’s a lot of unknown down that track but that’s where we’re going, so we drove on.
The age of digital marketing is defined by data. Data has quickly become one of the most valuable assets a business can have, and businesses are willing to invest a ton of resources into market research and collecting data about target demographics. Yet far too often businesses fail to collect the data that customers willingly give them.
Site search is the most underrated and underfunded part of the sales process. Up to 50 percent of customers use site search–but most companies don’t have resources dedicated to improving their search. A significant part of the problem is that many decision makers are confused by site search and don’t know where to start.
The ROI of Site Search
The calculation of ROI (Return on Investment) is a critical step of the business decision making process. It can also be the most intimidating step. Even those who sat through Finance 101 and understand the concepts of ROI calculation may not fully understand how to do it in practice. Fortunately, we’ve had a lot of experience in using this tool, especially in calculating the ROI of site search improvements.
B2B Sales is changing
According to Forrester, the percentage of B2B buyers who prefer to do research online increased from 53% in 2015 to 68% in 2017. But it’s not just pre-sales research. Accenture’s research indicates that when you look at the end-to-end buying process, 94% of buyers do online research. The digital shift has completely transformed B2C buying behaviors, and while B2B has been more resistant to the shift, those changes are coming.
To take advantage of this trend, successful digital sales leaders will recalibrate where resources and management attention is focused. Sales Reps will continue to be a key part of the B2B sales process, especially during the final phases of high consideration purchases. But online capabilities, especially during the research phase, needs a better seat at your sales table.