With ever-evolving search engine algorithms, increasing numbers of social media channels, emerging coding languages and endless automation tools helping to improve productivity it’s hard to stay up to date in the world of marketing today
In order to stay relevant in today’s global B2B market, marketers, business owners and organisations must educate themselves on how to apply and adapt metrics-driven technologies to compete in the current climate.
To measure, optimize, automate, convert and enhance your marketing there is a plethora of technological tools available. We’ve listed below the absolute must-haves in marketing software solutions that every marketer should have at their disposal.
Marketing Management Software Solutions for Measuring Success
It is impossible to improve on something you can’t measure, every good B2B marketer knows this!
One example of a particularly handy tool, that pulls all aspects of Google business programs into one central location, is the Google Marketing Platform. This suite allows you to plan, optimize and measure each campaign for the effectiveness of your web content and all of your paid media. It does this by building connections between existing integrated ads, applications and website analytics to create appropriate campaigns for Search, Display and Video 360 in one locale. You can analyze the relevant data and the impact they have on each other as the platform tools (DoubleClick ads, Google Analytics, Data Studio and AB testing) are closely integrated.
Aside from Google, there are a variety of other high performing marketing analytics tools that can help you measure and improve your marketing campaigns, such as: Moz, SEMRush, Ahrefs, ScreamingFrog, etc.
Tools for Search Engine Optimization
Once you’ve got to grips with how your marketing campaigns are performing, it’s time to work on improving them! On a daily basis, search engine marketing (SEM) is changing and it’s hard to stay ahead of the curve. Especially, if you’re trying to stay on top of lots of the other marketing and advertising platforms.
Luckily, there are some exceptional SEM optimization tools to help B2B Marketers with this.
If you are looking for some guidance or insights, check out these optimization tools:
• SEMRush [SEM ToolBar]
• Moz [MozBar]
They can help you with how search engines view your website, what to improve and how to improve.
Software Solutions for Marketing Automation
You can schedule your communications, campaigns and more with Marketing Automation Systems (MAS).
Marketing automation tools can be set up for whatever time you want, alleviating you of having to stay up in the middle of the night! But it’s important to remember that human interaction is what your customers want, so don’t get too overzealous with this robotic miracle.
You can manage and organise numerous customer workflows and segments with automated/inbound marketing services helping you to develop a situation advantageous to growth.
With consideration and observing MAS i.e. Pardot, Marketo, Hubspot and ActOn, can help you can do everything from manage your contact database, nurture prospective customers, automate communication workflows and social awareness. Thus, get the job done.
MAS solutions are often paired with Customer Relationship Management (CRM) tools to organize and manage contact and customer data bases. CRM systems automatically allow you to collect client data and keep track of customer interactions.
There are also specialist automation tools such as: Hootsuite and Buffer, that are dedicated to managing social media channels. They help markets with scheduling social media posts, monitoring interactions and providing reporting on campaigns.
Powerful Marketing Conversion Tools
How do you generate more new leads? We know it’s at the forefront of every modern marketer’s mind.
Thankfully, due to modern marketing tools we’ve been granted access to transformative marketing solutions. These range from paid advertising tools (e.g. Google Ads, Facebook Ads, and YouTube Advertising) that help you convert faster through paying per lead, to game-changing conversion optimization tools (e.g. CrazyEgg, Lucky Orange, HelloBar) that help you create website leads faster with new insights to how people utilize your website through heat-mapping, scroll mapping and click maps.
Marketing Enhancement Solutions Through Iteration
The key to keeping your website fresh, relevant and customer-focused is iteration. That’s why Content Management Systems (e.g. WordPress, Drupal, Sitamatic, Hubspot, Wix, SquareSpace, etc.) have been such a game changer for marketers and business owners.
Content Management Systems (CMS) make managing your website content and posting a blog as easy as pie. They have simple WISYWG editors that make publishing, editing and managing content stress-free. However, the best way to edit any website is often through the HTML editor/code-base editor to ensure the website code is clean, bug-free.
Marketing Software Solutions That Nurture
Email marketing isn’t anything new, and while some people believe it’s a thing of the past, it actually is approximately 22% more effective at engaging budding consumers.
What makes email marketing so successful is the way it allows you to really nurture your clients, drip-feed hyper-targeted campaign series to specific segments, usually based on things like: prospect interests, demographics, buying behaviour etc. A few email marketing systems that are powerful enough to deliver this service, are: Pardot, MailChimp and ClickDimensions. They can truly yield some significant marketing ROI when used properly.
As well as email nurture marketing, you can also market to individuals who have not yet engaged with your website but have provided contact information. Or similarly, you can access audiences that you have seen success with previously. This type of marketing is called “Remarketing”.
Remarketing can be a very impactful tool to help you intercept prospective buyers at their unique point in the buyer journey. Remarketing Platforms are exactly what modern marketers are looking for to stay one step ahead, with Google Remarketing, Facebook Remarketing and Bing Remarketing, just to name a few. By establishing brand awareness and eventually brand recognition, the prospective customer knows what they are looking for, or that they may have visited your website before.
Amassing Your Definitive Marketer’s Tool Kit
It should be noted that many of these ‘must-have’ B2B marketing software platforms, although offer their own unique benefits, also have areas of crossover. Thus, each individual company needs to decide which is the best fit for them and their needs.
When used correctly by marketers and business openers marketing software solutions have the ability to make a good company, a great company.
A graduate of the Management of Technology MBA program from Simon Fraser University (SFU) and a former Board of Director for the SFU Alumni board, Erica finds balance through academic challenges as well.
As a self-diagnosed digital marketing junky, she spends most of her days studying search engine algorithm updates, A/B testing her own confirmation biases and building digital marketing strategies for various B2B clients.
When unplugged from the Digital World, Erica spends her time brewing beer, ultramarathon running and exploring the vast north of the 49th parallel with her husband, kids and vizsla.