Why Businesses Are Shifting to B2B Performance Marketing Services

Modern B2B performance marketing is not about simply shouting the loudest; it is about delivering measurable, repeatable growth. Today’s companies want to see growth that can be measured and explained, therefore, B2B performance marketing services have replaced traditional marketing methods across all industries, primarily as a result of companies looking for growth that is measurable, repeatable, and quantifiable.

Traditionally, companies relied heavily on assumptions when determining how to spend their marketing budget, however, the new model relies primarily on data.

Justifying Traditional B2B Marketing Methodologies No Longer Works

Previously, businesses utilized branding, events, printed advertisements, and general digital marketing campaigns without clearly defined metrics for tracking success. Provided visibility was improved, the marketing campaign was viewed as a success; this method no longer holds true.

• Companies are now asking difficult questions during the decision-making process.

• Questions asked of decision makers include.

  
  

With the modern B2B performance marketing agency model, these questions can be answered directly because performance marketing connects every action performed with the result those actions produced; therefore making marketing accountable rather than ambiguous.

The way that people buy has changed

A B2B buyer does a great deal of research before speaking with a vendor. They will conduct some type of a search on Google, read blogs about the topic of interest, compare different options they have available, and search online for information about the type of business they want to purchase from. By the time they contact a salesperson, they are well informed and have a set of expectations.

A strong B2B SEO agency is an important asset in the search process. SEO positions your business to be found when the buyer is actively searching for an appropriate solution. A performance-oriented B2B SEO agency does not seek random web traffic; they attract the website visits of buyers that are looking to purchase or inquire about your business.

Because of the way buyers conduct research today, businesses must now adapt and change or risk losing the sale before it starts due to being invisible in the research phase.

Performance marketing focuses on actual business objectives as opposed to just providing a marketing solution.

Traditional marketing and performance marketing differ in their respective areas of focus.

A B2B Marketing Agency providing performance services takes into consideration a clear set of goals for the agency, including the following:

• Lead generation

• Demo requests

• Sales inquiries

• Pipeline growth

As the agency develops its marketing strategy, they will begin the development process by identifying the goals the company wants to achieve. If the agency does not create a marketing solution that will help meet those specific goals, it will be modified or eliminated. This practical approach to developing a strategy is appealing to most leadership teams because they want to receive results that are predictable based on statistical analysis rather than rely on creative brainstorming to come up with a successful outcome.

Businesses cannot afford to waste money on marketing. They will always look to find the best use for their money.

B2B Performance Marketing Services provide the ability to track every performance-based channel (including search engine optimization, pay-per-click, and/or social media); this allows us to know where it is working; where it is not working; where to invest more; and, where to cut losses. In the long term, there will be less wasted marketing spend as there will be greater clarity regarding the marketing spend, and, subsequently, business leadership has confidence in their marketing teams.

SEO has evolved from being mainly about gaining high rankings on search engines to being about generating conversion for the business. In this way, a results-focused B2B SEO agency works with the target audience to identify their intent when searching for a product or service; the resulting keyword strategy an agency will create will ensure that the content created addresses questions posed, promotes product use and ultimately causes a consumer to make the purchase. The performance metric of contention will be the quality of leads generated and the conversion rate as opposed to the number of visitors that may have been driven to the site.

Businesses are now making the transition to SEO contributing to quantifiable business growth versus a reliance on acquiring visibility.

The Benefits of Better Aligning Marketing and Sales

Misaligned marketing and sales departments is one of the biggest challenges that B2B companies face. For example, the sales department will complain that the leads given to them from the marketing department are not good quality, while the marketing department will complain that the sales department is not following up on leads.

To resolve these challenges, a B2B Performance Marketing Agency that focuses on performance-driven results is able to:

• Create lead qualification criteria

• Track lead sources

• Share data between departments

• Optimize marketing campaigns based on feedback from sales

By aligning the two departments, performance marketing improves conversion rates and shortens the length of the sales cycle, resulting in an increase in revenue.

Build Scalable and Sustainable Growth

All companies want growth that can be sustained and scaled over time.

Performance marketing provides companies with the ability to:

• Start with small pilot programs

• Test marketing campaigns

• Optimize campaigns based on results

• Scale the items that are producing results

The performance marketing model reduces the level of risk associated with traditional marketing campaigns and establishes a foundation for long-term growth. Rather than relying solely on one-time marketing campaigns, the performance marketing model is focused on creating systems that will continue to provide value to the company as they evolve and mature.

Importance of Trust and Transparency

Business leaders expect transparency regarding their spending and the results being generated by their investments.

An experienced B2B Marketing Agency offering performance-based solutions delivers on this expectation through regular reporting, clearly defined metrics, and actionable insights derived from the reporting provided by the Marketing Agency. All of this information contributes to greater trust between the Business Leader, the Marketing Agency, and the performance marketing partner of the Corporate Customer.

Conclusion

Accountability, accuracy, and effectiveness in measuring outcomes are now the driving force in the evolution of B2B (business to business) performance marketing. Due to changing buyer behavior and increased competition, guesswork is no longer acceptable.

Businesses seeking clarity, efficiency, and measurable growth are choosing to work with reputable B2B performance marketing agencies that provide their clients with a well-defined and results-oriented performance marketing strategy and strong b2b SEO expertise.

Marketing isn't about 'more', rather, it's about 'what works'.