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How to Develop a Digital Marketing Roadmap for a B2B Company

Marketing is a lot to juggle, from paid advertising and SEO to social media and content development. Without clear planning and communication, it’s easy to fall behind. If your team struggles to deploy a marketing strategy and can’t seem to stay organized, you might benefit from creating a digital marketing roadmap.

Keep reading to learn how to build a digital marketing roadmap and how it will help your company. 

What is a Digital Marketing Roadmap?

A digital marketing roadmap is a visual aid that allows for tracking and planning the implementation of your company’s digital strategy. You can organize in whatever time frame works for your company, whether days, weeks, or quarters. You can map out work allocation, prerequisite tasks, and other helpful information per the task.

A sample roadmap may look like this:

Source: M16 Marketing

Why a Digital Marketing Roadmap is Important for your B2B Company

We all know there is a lot to manage. Taking the time to create your digital marketing roadmap will ensure that your team is working efficiently and effectively to crush your goals. 

Here are a few examples of how a roadmap can add value to your B2B company:

  • Improved internal workflow: Internal processes and overall team efficiency will increase with defined goals, tasks, and deadlines.
  • Increased conversions: Identifying buyer personas and targeting potential customers through all stages of the buyer’s journey will lead to more conversions.
  • Surpassed goals: Creating informed KPIs, tracking goal progress, and adjusting as necessary will increase the likelihood of meeting (and hopefully exceeding) goals.

How to Develop Your Digital Marketing Roadmap

  1. Determine Goals/KPIs

What is your business trying to accomplish through these marketing efforts? Are you trying to acquire five new partners or increase the amount of demos given by 20%? Creating clear objectives you can quantify within a certain timeframe will guarantee you stay on track and meet your company’s goals. 

  1. Buyer Persona

Attracting the right type of customer is crucial to a successful marketing strategy. Buyer personas possess all of the characteristics your company looks for in potential customers. Although fictional, these personas are rooted in research and consumer data. Lake One provides buyer persona services where we help you conduct a deep dive into your ideal target audience and how to create buyer personas that will best inform your digital marketing strategies.

  1. Budget

Determining maximum marketing spend will help you determine how much paid media you can do within a specific timeframe. 

  1. Content & Services

What content and services are you marketing to help move potential customers through the funnel? For B2B businesses, this may be a consultation with a sales representative or downloading a resource. 

  1. Marketing Strategy

Now it’s time to decide how your team will market your content and services. Determine how paid advertising, SEO, social media, and other marketing tools will contribute to the marketing mix. 

  1. Timeline

This is where the visual comes in. The duration and timing of all marketing tasks will help the team stay organized, track goal progression, and identify any holes or complications.

  1. Conversion Opportunity 

The goal is to convert opportunities to leads and leads to customers. Schedule content that guides potential customers through the buyer’s journey and drives conversion. 

  1. Analyze & Adjust

Continually use analytics to assess the effectiveness of your marketing efforts as well as the overall strategy. For example, If potential customers are dropping off after their initial form submission or demo, they might not be receiving enough educational resources to lead them to purchase. 

Building Your Digital Marketing Roadmap with Lake One

Sounds like a lot? It can be, but it is well worth it. The digital marketing roadmap is a tool to help your team roll out your marketing strategy productively, convert potential leads into happy customers, and ultimately grow your B2B company.

If you’re ready to start building your roadmap, Lake One is here to help. Reach out to our experts to start creating your custom roadmap and blow your competitors out of the water. 

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