In the context of marketing departments being asked to constantly generate greater pipeline with smaller budgets, I want to push this challenge to its limit and imagine how a B2B web & digital marketing strategy would look like with 350 euros as a budget per month. But can a cheap B2B web & digital marketing strategy be efficient?
Let’s imagine I want to run a new B2B business. I want to do this long term for a living, in doing this I need to evaluate the market first and see if demand and business perspectives are significant enough.
I want to start by sharing a proposed detailed budget of this strategy:
- Active Presenter Licence: 177 €
- Microsoft Office 365: 62 €
- InfusionSoft Licence: 2124 €
- Wistia Video Pro Licence: 1070 €
- Libsyn Podcast Service: 53 €
- Google Drive 1 To: 107 €
- WordPress hosting + theme purchase (year 1) + domain name: 70 €
- Mouseflow “Starter” Licence: 288 €
- Sniply “Basic” Licence: 324 €
We are reaching a total of 356 euros per month. Concretely though, what would be the plan?
Obviously I would focus on inbound marketing and make it the cornerstone of my strategy, for three main reasons:
- On average, outbound leads cost 61% more that outbound lead, and considering our budget constraints this is an important aspect,
- Besides the cost aspect, according to a study conducted by Marketing Sherpa, analyzing its +4.100 account data, inbound leads (including online & offline SEO) conversion is the highest possible: 3,82% vs. 2,98% for push marketing leads and 1,95% for social media leads,
- A more subjective reason: I am a true inbound marketing believer. The idea of a marketer desperately trying to get prospective attention with push marketing actions (emails, paying advertisement) repulses me greatly, as to me, it basically consists of using the prospective emotions of the moment to trigger the activation of a call-to-action, in order catch contact details. I much prefer the idea of a prospective customer having the opportunity to anonymously look for the information they would want to know via the web, in whatever fashion they want and when they want and ultimately decide independently which organisation’s website met their needs best. I would only use emails to distribute valuable information to existing and real opt-in contacts. In an ideal world I guess.
“I much prefer the idea of a prospective customer having the opportunity to anonymously look for the information they would want to know via the web, in whatever fashion they want and when they want and ultimately decide independently which organisation’s website met their needs best” [Aurélien Gohier]
On-demand webinar recording-based lead generation strategy
The constraint budget defers from allowing much spending on fancy video production. Considering I also cannot produce home-made patched up videos myself or I would ultimately scare any potential audience, I would definitely need to focus on an on-demand webinar recordings lead generation strategy. This would offer huge potential for content marketing. Active Presenter will allow me to record as many on-demand webinars as I need to position myself as an expert on the appropriate topic and the combo of Wistia + InfusionSoft will allow me to capture leads directly from my videos.