It depends on exactly what your situation is. Anyone who offers you a one-size-fits-all "solution" is just blowing smoke and will make you lose a lot of money.
Even two companies in the same industry will have a different "best way" to improve their marketing.
Remember, marketing is an INVESTMENT when done properly, but an expense of done incorrectly or without the proper skills.
Feel free to do some research on me and, if you're interested, I'm more than happy to discuss this with you personally.
There's no one best way to improve marketing in every situation. These are some of the things I would do with a new client who wanted to increase B2B sales:
- Map out the business's current sales and marketing systems. Put metrics in place. Find out what is working and what isn't working.
- Look closely at the systems that are working right now to see if they can be optimized. For example, if sales are mostly automated using SEO/SEM, landing pages, self-service sale, etc., typically small improvements in ad copy, landing page design, landing page copy, and sign-up flow can achieve significant increases in conversion.
- Interview customers to understand their current process for identifying deciding they want your kind of your product, finding vendors, evaluating options, etc.. Dig deep and really understand their needs.
- Develop a marketing strategy that provides an education of interest to all prospective customers in the market, not just those who are ready to buy now. Put systems in place for ongoing market education and building a list of people who are interested in what the company has to say. Develop a strategy for converting these interested people into customers when they time is right for them.
- Implement systems to get ongoing feedback from prospects and customers, e.g. live chat on the website, automatic follow-up emails, scheduled phone check-ins.
- From prospect and customer feedback, along with staff interviews, identify customer service practices that are harming the company's reputation, or not doing enough to promote the company. Correct these problems with improved corporate messaging and staff training.
- Based on the market, implement one or more new sales / marketing channels that are appropriate, e.g. direct sales, public relations, advertising in different media.
- For a business with salespeople (outbound or inbound), examine current sales practices and training to identify weaknesses. Create new training to correct them.
I'm very happy to do a call if you'd like to talk in detail about some specific ways to improve the online marketing of your particular B2B business.