Business to Business (B2B) is a difficult game to pursue and win.

At Sokrati, we’ve cracked the mystery and brought technique and traction to cater to end-client businesses, addressing multiple audiences, within the same enterprise.

Challenges

Targeting

While marketers understand the value company size and industries bring to the quality of a lead, they are less likely to use this level of targeting in their advertising campaigns. According to a survey released in December 2012 by DemandBase and Ziff Davis, 45% of respondents state that they used company size when evaluating leads, while only 25% say they devote resources to targeting larger companies.

Lead Nurturing

You may have run online campaigns, may have created brochures and distributed flyers, may have run ads in newspapers. And over time have accrued prospects. But you lost the lead because he/she either lost interest or chose a competing offer or you took a little longer to contact the lead. But no lead is ever lost and it is also okay if the lead has turned cold. And this is the basic golden rule of “Lead Nurturing”

Lead Generation

Gone are the days that a marketer only relied on outbound techniques like trade shows, cold calling, and print ads to get leads. Today’s prospects are in control. According to Forrester, prospects today search for three pieces of content about the business for every one piece sent by the marketer. It means that prospects do in-depth research and check multiple options before coming to any decision. Because of prospect’s self-education, your job as a marketer is to be heard through the noise and come up with new ways for leads to find you. To be a marketer in today’s world, you need a solid grasp of inbound in order to truly amplify your lead generation impact.

Lead Qualification

Even though marketing executives report that lead quality is one of the top priorities for lead generation, it is also one of the biggest challenges facing marketers today. In a recent study by IDG, 61% of marketers reported that generating high quality leads was problematic for their organization.

Data Reporting

Another challenge that gets in the way is analytics and data reporting. At least half of all B2B marketers say they have trouble trying to match their numbers with real-world results. This is essential when you want to attribute your conversions to a specific channel and identify areas for improvement in your marketing strategy.

Our Solution

Programmatic Management for Entire Funnel

Farming

The Farming stage is typically the most important and often the most overlooked. We all know that “if you build it they will come” is not true, of course. That’s why it’s so important to understand how to push more of the right people into your funnel, so you can ultimately generate more leads. Here’s a quick overview of what you’ll need to do in order to set a B2B marketing strategy that actually works and fills up your funnel:

  • Define your customer and what they want
  • Craft your content
  • Optimize your targeting to bring most of them in funnel

Lead Generation

Now when farming has done its job and you can see prospects coming into your funnel, it’s time to focus on lead generation. It’s a process of collecting names and contact information about qualified prospects that will be contacted by your sales professionals for generating orders.

IDG reports in its B2B Lead Generation Marketing Trends survey, that the company website, conferences and tradeshows, and email marketing are the most effective lead generation tactics being used today. The least effective are reported to be direct mail and print advertising.

Conversions

Another challenge that gets in the way is analytics and data reporting. At least half of all B2B marketers say they have trouble trying to match their numbers with real-world results. This is essential when you want to attribute your conversions to a specific channel and identify areas for improvement in your marketing strategy.

Marketing Technologies Used

Acquisitions
Content
Lead Nurturing