20. April 2022

3 best practices for a successful B2B digital campaign

20. April 2022

evernine editorial team

In our previous article, we looked at the major challenges before launching your digital omnichannel campaign. Now it's time to get your campaign successfully on the road or to the target group.

You and your team have already gathered all the information you need to prepare a digital B2B omnichannel campaign so that it can be carried out in a targeted and promising manner. Now it's time to put your plans into practice. This article provides you with valuable tips and tricks that are crucial during the campaign.

 1. select the right channels

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

Social media is still a medium that takes some getting used to for many B2B marketers. However, it can be the point at which your customers become aware of your solutions for the first time - from here you can demonstrate your expertise.

You can only reach the right people with the right channels. Source: Adobe Stock: PureSolution.

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

It is therefore all the more important to know exactly where people actually spend their time and what content they prefer to interact with. The same applies to advertising opportunities outside of social media. Offers such as native advertising, search engine advertising, email 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 approach will work equally well is healthy here and will lead to success.

In particular when determining the right way to address the target group, it is advisable 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 as little effort as possible so that you can then be sure which channel you can use more resources on with a clear conscience.

 3. Tracking & Monitoring are Key

Track your results and check the success of your campaign. Source: Adobe Stock / foxyburrow.

Of course, detailed and regular tracking is also essential during the active playout phase of the campaign. A channel that brings many clicks to your target page is not immediately a good channel if, for example, your goal is lead generation and none of these clicks convert.

What's more, even a channel that has already proven successful in the test phase needs the right care to stay that way. It is often not enough to set up a campaign and let it run unattended - even if that would be nice, of course.

Successful campaigns must be constantly monitored, adapted and optimized in order to influence the campaign's KPIs (key performance indicators) and continuously improve them.

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

Or you can take a shortcut and run completely outsourced omnichannel campaigns via experienced and reliable partners who know exactly which adjustments you need to make to achieve your goals.

The Evernine Group's Campaigns & Performance team will be happy to advise you on all your B2B campaign questions.

Source cover picture: Adobe Stock / mykyta

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