Having a well defined B2B marketing strategy can make or break your business. Today we’re going to go over the top five ways you can improve your B2B marketing strategy in order to increase leads, ROI, and, most importantly, sales.

1. Surveying leads and customers is a must.

If you aren’t getting feedback from your leads and customers, your marketing strategy isn’t fully optimized. In fact, at that point, your marketing campaign is as good as guessing. It’s important to use their feedback as a qualitative metric to judge your campaign by. For example, if you are utilizing trade shows in your marketing strategy, you’ll want to make sure that you properly gauge the effectiveness of the event through surveys. If you don’t have a team to handle this internally, consider hiring a professional research firm to help. The information gathered will be priceless.

2. Using content marketing to boost your funnel.

Many B2B marketers use content marketing but not many truly understand how to properly utilize it in order to bring in more leads. When it comes to B2B industries, content marketing is most effective when it is used to boost specific parts of your funnel. For example, if you’re having trouble educating your target demographic about your product/service, you could create an infographic that visually explains your service and your unique value proposition.

3. Use explainer videos to educate leads.

As mentioned above, visual content can be a great way of educating leads. If you’re having trouble getting across how your product/service works to potential leads, look into investing in an explainer video. This type of video content is an informative, captivating, and quick way for the viewer to learn more about your business. Not only that, if the video is added to your website, statistics show that a user will spend 88% more time on the site (when compared to sites with no video).

4. Blend your marketing strategies properly.

B2B strategy can often be like baking a cake. You can have all the right ingredients, but if they aren’t properly blended or the ratios are off, everything can be ruined. Take a step back and analyze your marketing blend. Are you relying too heavily on traditional marketing and not enough on digital marketing? Where does marketing automation fit into your plan? When was the last time you tested different marketing strategies?

You want your marketing strategies to complement one another. Here’s a great example of how you can blend SEO, content marketing, social media marketing, and PPC… First, conduct keyword/competitor research to understand what content your target demographic is searching for plus the associated keywords and search volume. Second, create content around that keyword/topic. Third, use social media to promote that content to your audience and even boost it (via Facebook ads) to your target demographic. Lastly, use AdWords remarketing to show highly targeted ads to individuals who read your content.

5. Dig deeper when targeting your audience.

Many B2B marketers aren’t hyper targeting their audience for fear that they might alienate a certain demographic. This is what I like to call the “spray and pray” approach ­– trying to sell to everyone at once and therefore not selling to anyone. As you could have guessed, this is a huge waste of marketing dollars. However, it is easy to fix. Don’t be afraid to “niche down” and really target your audience. Lululemon does an amazing job of this. Their marketing team actually created a fake persona that matches their target demographic. Ocean is a female professional who makes $100,000 a year while Duke is an athletic male who enjoys surging. This exercise may seem silly but psychologically is can help put you in the mindset of your target audience and thus create marketing campaigns that best resonate with them.