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May 30, 2018

8 Marketing Tools Your B2B Company Should Be Using

The nature of B2B marketing is constantly evolving in today’s rapid digital age. Industry professionals everywhere are utilizing newer and more advanced tactics all the time, allowing them to quickly and more effectively build relationships with peers and customers alike.
Working with B2B companies of all sizes, from small local startups to Fortune 500 powerhouses, we’ve been able to learn exactly which digital marketing tools are worth investing in if you want to rise above your competition. Here, you’ll find out about eight of the awesome tools our team uses on a daily basis to help us and our clients to measure and enhance our digital marketing efforts.

Tool #1: Google Analytics

When it comes to evaluating the performance of your B2B website, there’s no better resource than Google Analytics. This free tool provides a huge assortment of metrics, but be sure not to only focus on-site sessions or overall traffic. After all, it’s equally important to understand how visitors find your website and what they do when they get there.

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Metrics like pages per session, session duration, and bounce rate will give you insights into how engaged your visitors are with your website, and you can also discover areas of your site that might need improvement. Other metrics, such as channels and referrals, can help you learn where your traffic is coming from so you can better determine:

  • How your SEO efforts are impacting your overall traffic.
  • What social channels you should focus on.
  • If your paid search campaigns are successfully driving visitors to your site.

In addition, looking at landing pages in Google Analytics will tell you what content on your website is driving the most visitors, as well as what posts or pages are ranking the highest. And don’t forget to take a look at all pages in Google Analytics to confirm what services your visitors are most interested in or what pages people look at the most. For example, on our website, our People page consistently ranks as one our top-viewed pages—an insight which we gained through monitoring it with Google Analytics.

Tool #2: SpyFu

Does it feel like every time you search for your products or services on a search engine, one of your competitors is always showing up one or two spots above you? It can get frustrating, we know. Fortunately, the helpful tool SpyFu lets you “spy” on the major keywords and ad copy that your competitors are targeting, where they’re gaining backlinks, and what pages of their sites are ranking the highest. You can use this data to improve your B2B company’s own organic and paid search strategies.

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SpyFu also allows you to create recurring reports so you can track your search rank progress, your paid search efforts, and continually keep track of what your competitors are up to.

Tool #3: Leadfeeder

Ever wonder what other companies are visiting your website? Well, Leadfeeder is a sales and marketing tool that identifies what companies and people are coming to your website, plus what pages they’re looking at when they get there. All you have to do is connect this tool to your Google Analytics account—no JavaScript or installation required.

This affordable tool also lets you set up email alerts, or you can connect it directly with your CRM. It can even show you what Linkedin connections you may already have at the companies visiting your website, and even score your leads automatically!

Tool #4: Google Optimize

When a visitor comes to a B2B website, they may or may not be a decision maker. That’s why it’s so important to create the best online experience possible; after all, great user experiences almost always play a part in the final decision-making process. However, since audiences for B2B sites can be rather complex, trying to understand who your end user is—and what their reaction to your site will be—can be difficult.

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Luckily, A/B testing allows you to carefully analyze the unique behaviors and preferences of the direct users of your website. In turn, this enables you to better understand what your visitors want and how they’ll react to any site changes you want to test out. A/B testing a B2B website with a tool like Google Optimize allows you to make a grounded, data-driven decision on which version is getting the most conversions. Plus, Google Optimize is free and integrates nicely with Google Analytics.

Tool #5: Mailchimp

Marketing for a B2B company is usually very focused on lead generations. That means it often requires a lot of lead nurturing before you can close a deal. Using an email platform with automation such as Mailchimp allows you to nurture those leads more efficiently and effectively.

Using MailChimp, you can set up workflows around new leads, education, product purchases, and website behavior. There are multiple ways to segment your nurture campaigns and aggregate the reporting. You can also a/b test your email campaigns to determine what content or calls-to-action drive the most engagement and help you achieve your goals. As if that weren’t enough, MailChimp also integrates with a lot of other digital marketing tools we use, has great reporting features, and is an affordable solution for any size company.

Tool #6: Lucky Orange

Lucky Orange is one of the most robust and innovative tools on this list, so it’s no coincidence that it’s also one of our favorite tools around the office. By simply installing a snippet of JavaScript, Lucky Orange allows you to watch the step-by-step flow of user behavior on any website you want to track. You can see exactly where their mouse moves, what they click on (and what they don’t), and a ton of other interactions. It has many other tools as well, such as heat maps and forms analytics that let you see what areas of the page users are most engaged with or which fields of a form are causing the most abandonment. If you want to live chat with a user or poll your website visitors, guess what? You can do that too.

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At Blackstone, we like to layer our tools to really dig in and determine the best ways to increase conversions and provide intuitive user experiences. For example, we can look at the top-ranked “exit pages” in Google Analytics, then monitor how users interact with those pages with Lucky Orange. By combining these two resources, we can more confidently decide what we should A/B test next to help lower that exit rate. We can also see what fields are causing the highest amount of abandonment on a form, then A/B test ways to improve it. After that, we can check Google Analytics to see if our conversion rate improves over time, or if our strategy is in need of another revision.

Tool #7: Unbounce

When running campaigns, especially paid search, it’s important that your landing page is optimized and is as specific as possible. The closer related your keywords, ad copy and landing page are to each other will help you achieve a higher quality score, higher placement in paid search results, and the lowest cost-per-click possible.

Using a landing page tool like Unbounce will allow you to build landing pages that are extremely targeted and trackable. It doesn’t have to integrate with your website and you don’t have to code anything. You can create landing pages with a variety of media, they’re mobile-friendly and all are secure using an SSL.

Unbounce also integrates with a plethora of tools including CRM systems, email marketing platforms, analytics tools, call tracking, webinar systems, and more. These integrations can you help make your marketing more efficient and effective. With Unbounce, you can create landing pages over new features, services, products, or by industry/customer-type. The more specific and targeted your landing pages and your campaigns are, the better results you will likely see.

Tool #8: LinkedIn Advertising

LinkedIn is one of the best platforms for a B2B business to target professionals and business decision makers. You’re able to target a user based on their experience and the demographics of your ideal customer using things like their job title, skills, years of experience, industry, and more.

One type of LinkedIn advertising that our clients have seen a lot of success from is their new lead-generation campaigns. By targeting the right audience with the right offer, you’re able to capture leads without the user ever having to leave the LinkedIn app. They’re able to fill out a lead gen form (that is pre-populated from their profile making it easier on them) and receive your offer, demo, download, etc., and then that form submission data is available for you to download or can integrate with your CRM system.

You’re able to prove the ROI of these types of campaigns from their reporting dashboard by seeing exactly how much you spent, the number of leads you received, and a breakdown of your cost-per-lead.

How Blackstone Can Help

We help B2B industry leaders drive their online engagement and leads through a seamless user experience and SEO-rich content. Blackstone Media can help you create the right marketing and website strategy to take your brand to the next level. Let’s start the conversation with a complimentary SEO audit to see where you have the biggest opportunities.