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Challenges of B2B Digital Marketing and Attribution with Andrea Cruz
Agency Ahead by Traject
English - January 29, 2021 11:00 - 24 minutes - 45.7 MB - ★★★★★ - 5 ratingsMarketing Business Entrepreneurship marketing digital marketing agency software seo social media reputation customer experience local seo local search Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
While a lot of the conversation about digital marketing tends to focus heavily on the B2C sphere, there are thousands of B2B companies that still need to use digital to bring in new leads, clients, and revenue. Some of those turn to Andrea Cruz, the Senior Digital Marketing Manager at KoMarketing.
KoMarketing has served organizations like Corero Network Security, Machine Finder, John Deere, HP, and the United States Department of Commerce. They do not work with B2C at all, which makes Andrea the perfect expert to ask about the challenges of doing digital marketing for these sorts of organizations.
If you're hoping to break into this space yourself or have clients in the space who you're hoping to serve better, then you won't want to miss today's podcast.
The highlights:
[2:06] The B2B buyer's journey.
[3:51] Finding the true decision-makers.
[6:48] How the B2B marketing landscape changes and adapts.
[8:21] Introducing clients to non-traditional channels.
[10:33] The challenges of attribution.
[13:22] Client reporting.
[16:51] What Andrea likes best about her job.
[18:18] Becoming a better B2B marketer.
[21:51] Twitter accounts to follow.
[23:39] Andrea's causes.
The insights:
The B2B buyer's journey
Andrea describes the B2B buyer's journey this way: "Horrible, difficult, and long!"
She mentions that according to the Harvard Business Review, the average decision for any B2B sale involves anywhere from five to seven people. "And that number is expected to continue to grow."
She says this complicates everything.
So the question is: How do we get to them at the right moment with the right messaging? How do you start tracking when the influencer came in? How do you track where the decision-maker is? Who do you target first? Who saw what, when?"
She says that the journey itself can take up to a year.
Finding the true decision-makers
She says she starts trying to solve this problem at the initial audit.
She says the initial answers are rarely satisfying.
So she schedules a product demo with the sales team.
You can ask them: Who is in that first meeting, what are their regular job titles? When you have a follow-up meeting, who is sitting in those? They will give you those different perspectives."
She says sales teams are also invaluable for providing information about pain points, and how they communicate with different people in the organizations they sell to.
Another thing she likes doing is getting the entire email history between the sales team and a successfully signed client.
How the B2B marketing landscape changes and adapts
The B2B digital marketing landscape changes a lot slower than the B2C one does. For example, most B2B searches still happen on desktop, in direct contradiction to B2C where mobile search rules.
In addition, new channels and methods of advertising sometimes take a while to develop. LinkedIn was around 5 years ago, but B2B concerns weren't using it to advertise the same way they are today.
Sometimes Andrea finds herself in the position of having to pitch some non-traditional channels to clients, and she finds it to be a challenge.
She has her ways though.
Let's plug in that list and set up a remarketing pixel into one of these new platforms. If your existing customers are there that means that people similar to them are most likely to be on this platform as well.
This has allowed me to test things like Reddit ads for B2B, Quora ads for B2B, Pinterest, and all these other platforms that don't work for every B2B client."
https://www.youtube.com/watch?v=rrAjCHm7qRU
A Quora B2B ad, right in the feed.
The challenges of marketing attribution
Attribution is one of the biggest issues that B2B marketers face.
Andrea says she's a big fan of looking at core conversion.
Top channel, top conversion paths on Google Analytics, if someone is starting organic and they saw an ad, and then they did this, and this, and they ended up converting.
That can give you a sense of how well your marketing activities are actually impacting the bottom line."
Andrea advises against spending too much energy on last-click attribution.
How attribution impacts client reporting
Problems tracking attribution can lead to problems with client reporting, but Andrea has answers for that, too.
For example?
The way I like to go about having meetings with clients and explaining to them how we are progressing towards those goals is to look at how this specific action represents: 25% of these people will then convert into something else.
Show them how that actually maps out. They usually don't know."
She says sometimes you have to go beyond traditional metrics to tell this story.
In short? It gets back to client education, something every agency has to engage with. Most of our clients are not marketers, and you have to help them understand what's going on if you're going to be successful.
Becoming a better B2B marketer
Andrea says she likes doing anything new. She also enjoys doing audits.
There is almost always something broken in the chain.
She says in order to stay on top of it, she has to work hard every day to become a better marketer.
I love Twitter for that. I've learned so much from other people. Same thing with podcasts. If you're okay concentrating while listening to a podcast, go for it.
Sign up for a newsletter that will give you the ten bullets of what's new and actually think about it."
She says sometimes you have to think about how the news you get applies to B2B.
It will help you be better, more organized, and think outside the box."
Some Twitter accounts she likes:
Casie Gilette from KoMarketing
AJ Wilcox, LinkedIn Ads expert
Kirk Williams for Shopping Ads
Akvile DeFazio, Facebook Ads Expert
Duane Brown, Digital Strategy
Julie Bacchini, PPCchat Host
What’s your right now cause?
Andrea's charity is the American Diabetes Association.
Connect with Andrea Cruz
Want to get in touch with Andrea?
Website