Let's face it, B-to-B marketers don't have it easy. New and unique challenges arise every day, and it's a struggle to stay on top of things. Three of the most common challenges they face are:
- Lead quality versus quanity: How to balance high-volume, low-quality leads with low-volume, high-quality leads.
- Web site real estate allocation: How to balance Web site real estate between different products and services.
- Corporate or campaign approach: How to respect corporate guidelines while still testing bold steps to improve performance.
In its whitepaper, Overcoming Three Challenges Facing the B-to-B Marketer, San Francisco-based Offermatica, an on-demand A/B and multivariate testing company owned by Omniture, offers tips on how to address those challenges.
1. Strike a balance between lead quality and lead quantity by testing lead generation forms. Many companies view lead generation as a funnel, the whitepaper says, and if that funnel is wide at the top but narrow at the bottom, too many unqualified leads are breaking through; if the funnel is narrow at the top and wide at the bottom, it is targeted well, but there probably are qualified leads being left out.
Multivariate testing on key components of a marketing campaign—such as a registration form or landing page—can help marketers find the optimal funnel to balance the quantity and quality of leads, the whitepaper asserts.
2. Effectively allocate Web site real estate across many products and services by testing and using real customer data. Run tests where each visitor to your site is assigned different content in different layouts to see what effect it has on your products, page views and sales. Then determine what is best for your company based on those findings.
3. Find the right balance of corporate versus campaign positioning by asking your customers for their input and listening to it. There is often internal fighting about closing the deal versus protecting the brand. The best way to decide is to listen to your customers. Test components that are focused on supporting the brand instead of generating leads, and vice versa. Then determine what your customers desire because, as we all know, the customer is always right.