With a robust B2B marketing strategy in place, organizations are in a better position to achieve their growth as well as revenue objectives. Yet, the hard truth is that many B2B marketers are still not aware of how to plan their marketing strategy to achieve its full potential.
The rapid advancement in the martech in the past couple of years has enabled B2B to significantly enhance its marketing efforts. Yet, most of them still fail to build an effective B2B marketing strategy that will help them to achieve their potential.
One of the reasons for this is the lack of spending by B2B brands, even witnessing the immense benefits that consistent marketing such as brand awareness and attracting customers offers to them. In fact, as per a Statista report, only 13% of all the respondents in the survey spend more than 15% of their overall marketing budget.
Other challenges such as sales-marketing disconnect, reliance on traditional outreach, lack of streamlined content marketing, may also contribute to the failure of the B2B marketing strategy. These challenges often emerge as various B2B marketing strategy processes are fragmented in nature. To effectively deal with this fragmentation, B2B organizations should have a Product Information Management System (PIM) framework in place.
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Overseeing product content on all stores, marketplace as well as retail channels, PIM can help organizations to boost their marketing performance by organizing critical product data as well as marketing assets. It also acts as a data repository as well as a content management tool, enabling organizations to effectively structure their marketing data.
A few ways that PIM enables B2B marketers to polish their B2B marketing strategy include:
Improved SEO
Increasing marketing-qualified leads is a crucial aspect for the B2B marketing campaign, which relies on organic traffic. But for it to be effective, it should have highly targeted, specific keywords that are scattered across the B2B website. However, with a PIM in place, B2B marketers can holistically embed targeted keywords within their content descriptions.
Authoring product copy and integrating keywords on the PIM right from the beginning enables B2B marketers to successfully advance with their B2B marketing campaign. They should also consider optimizing their visual content as well as related tags to garner more traffic.
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Automate critical marketing tasks
With PIM in place, B2B organizations can automate plenty of assignments vital for their marketing. For example, with PIM, B2B marketers can automate validation of their product information to ensure all of their subsequent content is accurate. Additionally, PIM allows B2B marketers to update data across their ERP system. In fact, all the product data, including digital assets, follows the rules of the automated version to remain up-to-date with the master database.
Helps with multichannel
In today’s increasingly digital world, multichannel plays a vital role for B2B organizations to reach out to their customers. This is especially true for organizations that have highly specific, multiple buyer personas.
Helping organizations to concentrate on persona with separate channels, PIM enables B2B marketers to tailor their product copy and content. That makes it a seamless experience to attach variations of different product dimensions as per the channel. Additionally, it works via API capabilities that help to release sizable catalogs to the market. Not only that, PIM empowers B2B marketers to maintain a unified marketing message across various channels to maintain a brand image.
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