B2B marketers globally design and implement various inbound marketing strategies like blogs, social media, Search Engine Optimization (SEO), and others to get desired results from the marketing campaigns.
One of the perks allows the prospects to discover the business before they convert into a customer base enabling the marketing teams to develop and make the total addressable market familiar and loyal towards the brand. CMOs should consider developing an inbound marketing strategy that does not sound like a sales or marketing pitch for their products or services. The B2B marketing teams need to develop a content marketing strategy that is knowledge and feature-driven for users to increase their awareness of the topic. However, an inbound marketing strategy has a few inherent challenges that it imposes on the business processes.
Following are a few challenges that can have an impact on the organization’s B2B inbound marketing efforts:
Unable to track the measure the success of inbound marketing
Marketing teams can design and implement an effective marketing strategy, but if it is challenging to measure success, it will make all the efforts go in vain.
Measuring Inbound marketing strategies’ success can be a difficult task for the marketer to monitor and evaluate. Many marketing teams can find it challenging to develop a scalable, measurable presales approach.
CMOs should consider implementing a strategy that helps them to measure the ROI.
Slower ROI and results
Organizations that aim to increase their conversion rates need to have an effective content marketing approach with improved SEO strategies. However, with inbound marketing, it can take a long time to get the expected results from their presales efforts. This marketing approach makes it frustrating for the B2B marketing teams because SEO is a complex and long-term process that requires tremendous efforts to improve the domain authority. Developing and implementing an effective inbound marketing strategy across all the available channels can be a challenging task for most enterprises. The B2B buyers today have become more aware and stringent while making a purchase decision. Understanding the client dynamics and generating valuable data through it can be a difficult task for marketing teams to overcome. CMOs should consider designing and implementing realistic KPIs that clearly define the time required to start witnessing the desired results. Marketing teams that invest in a strategic PPC campaign will enable them to accelerate the process and deliver outcomes quicker.
Also Read: Three B2B Inbound Marketing Challenges to Look Out for in 2022
Lack of relevant tools in The MarTech stack
Exploring, evaluating, and selecting the right tools to generate high-quality leads and managing the interactions at every touch point is essential for every B2B marketing team. A lack of relevant tools in the MarTech stack can make it difficult for the presales team to execute an efficient inbound marketing campaign that delivers the desired outcomes. Moreover, implementing the wrong tools, applications, and software in the Marketing technology stack can have a tremendous negative impact on the business’s finances, workflows, and customer experience.
Also Read: Inbound and Outbound Marketing: How to Find the Right Balance
CMOs should consider evaluating their presales goals to determine their requirements throughout the customer journey. Once they understand the business goals, they can explore, evaluate and choose the scalable marketing tools that align with business goals and accelerate the entire process. Marketing teams need to analyze how many tools they will need to execute the inbound marketing campaigns successfully and whether they are customizable to adapt to the business needs and scale with them. CMOs can integrate advanced tools like social media publishing systems, email marketing tools, marketing automation software, analytics platform, content management software, and website chatbot to engage with prospects in real time.
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