3 Best Practices for a successful B2B digital campaign

In our previous post, we discussed the major challenges before launching your omnichannel digital campaign. Now it’s time to successfully get your campaign on the road or to the target audience. 

Together with your team, you have already gathered all the information necessary to prepare a digital B2B omnichannel campaign so that it can be executed in a targeted and promising manner. Now it’s time to put your plans into practice. This article gives you valuable tips and tricks that are crucial during the campaign period.

1. choose the right channels

The numbers from Hubspot’s B2B Marketing Trends 2022 study speak for themselves: 75% of B2B buyers and 84% of C-level executives use social media to make corporate purchases.

Social media still takes some getting used to for many B2B marketers. However, they can be the point where your customers first become aware of your solutions, for example – from here you can demonstrate your expertise.

Depending on the objective of your digital campaign, content placed in social media can thus contribute to sustainable branding effects or be the starting point for the next step in the customer journey.

So it’s all the more important to know where exactly people actually spend their time and what content they prefer to interact with. Because the same applies to advertising opportunities outside of social media. Offers such as native advertising, search engine advertising, e-mail or B2B influencers are also exciting channels – you just have to find the right ones. “Right” here means: the channels with the most visibility in your target group.

2. do not be afraid to test

Especially when you start with online campaigns for your brand, it is all the more important to first find out what works for you and what does not. A clear expectation that not every channel or every approach will work equally well is healthy here and a sign of success.

Especially when determining the right way to address the target group, it’s a good idea to try out different customer journeys that pick up the target group at different points in the sales funnel. Actively engage with the channels and familiarize yourself with best practices, but try out as much as possible with little effort so that you subsequently have a certainty on which channel you can deploy more resources with a clear conscience.

3. tracking & monitoring are key

Of course, even during the active playout phase of the campaign, detailed and regular tracking is the key. A channel that brings many clicks to your landing page is not immediately a good channel if your goal is lead generation, for example, and no one converts from those clicks.

Also: even a channel that has already proven to be successful in the test phase needs the right care to stay that way. It is often not enough to set a campaign and let it run unattended – even if this would be nice, of course.

Successful campaigns need to be constantly monitored, adjusted, and optimized in order to influence and constantly improve the campaign’s KPI (key performance indicator).

Omnichannel digital campaigns are not easy and require a lot of commitment and work, both in preparation and in execution. But with a few helpful tips and practice, you too can run successful digital campaigns.

Or you can take a shortcut and run fully outsourced omnichannel campaigns through experienced and reliable partners who know exactly which tweaks to make to help you achieve your goals.

The Campaigns & Performance team at Evernine Group will be happy to advise you on all your B2B campaign questions.
The best thing to do is to arrange a free consultation right away:

Image source: Adobe Stock / mykyta