This article will give you actionable tips you can easily implement to improve the performance of your lead generation for B2B efforts.
B2B buying behavior has shifted greatly as recently in the past 3-5 years, yet most B2B marketers are still grinding out the same old B2B lead generation tactics hoping for results better results.
Most businesses already generate traffic to their website yet still fail to convert most website traffic into paying customers. For your business to be on a growth trajectory into 2021, it must possess the potential to attract ideal prospects and then nurture them into new clients. So, you should strategize with B2B marketing agencies that have credentials optimizing and scaling lead generation programs within your particular industry.
Marketing is an evolving art and science; however, certain standards remain whether or not your sales team is dialing for dollars or persona-driven content offers to help generate more marketing qualified leads.
We're going to take a look at the 5 best B2B lead generation strategies that effectively increase revenues. However, before we do, we need to consider lead generation in the context of the entire marketing funnel.
Generating leads is a necessity for anyone trying to develop his or her commercial enterprise; however, in big-picture terms, it's not what we do to generate leads that counts—it's the manner that we cope with the leads while we win them. How we put our approach into use can mean the difference between an effective marketing strategy and completely flopping.
1. Email Marketing
Email marketing is one of the best lead generation components of lad generation. The most important benefit of email marketing is that you can target hyper segmented audiences and leverage content personalization to help improve email engagement at each stage of your funnel. A cautiously crafted email marketing campaign that's appropriately targeted and turning in the right content is a first-rate way of attaining your capacity target audience and engaging with them and help improve your email marketing ROI.
Now we have the ability to be smarter than ever in whom terms of prospects we target, when we target them and the marketing channels that we target them on. Whether we send out a newsletter or ship a promotion, we have the capability to know who opened an email and who took actions like clicking a link, and we can use these facts to adapt our future lead nurturing procedures. What's most essential is that you effectively attract your audience with compelling content tailored to buyer personas.
2. Content Marketing
Content marketing is primarily based on the principle of giving something to prospective (and existing) clients for nothing in return (in most cases). Content marketing through social media is a powerful means for gaining contact details that can be used for remarketing later.
Content can tackle many sizes and styles, such as blogs, vlogs, white papers, infographics, and reports. There are many methods through which we can deliver content to our prospects: emails, social media posts, or on other people's sites with links to our own, for example.
What we want to attain with our content varies from demonstrating expertise or building trust in our brand to provoking an interest in the goods or offerings we sell or proving our thought management. In the end, your company's best bet is to work with B2B inbound marketing agencies to plan and execute an inbound marketing plan focused on content marketing that moves website visitors from the top to the bottom of your marketing funnel.
3. Search Marketing
From the stand point of a B2B marketer, SEO is viewed as only one of many top of funnel tactics. This means that SEO does nothing to nurture leads down into the bottom of your funnel like marketing automation does. These days most marketers seek to eliminate PPC costs by ranking at the top of Google search.
Why reach out to people and go through all the problem of seeking to maintain their attention with your rigid sales playbook and sequences of email templates, when you can find out what phrases your prospects are searching for in their awareness stage of the buyer's journey, then create content for that niche topic.
Lastly, focus on long tail search phrases, framed as questions to accommodate the rising trends of voice enabled searches. While these search phrases being focused on may only be searched less than 100 times per month, they have higher intent and higher conversion rates.
The beauty of search marketing is that many of the things that we need to do as part of a sturdy search method represent high-quality marketing hygiene: well-written content that's straightforward to examine and relevant to its audience, a clear and transparent website written in plain English that says what you do and for whom, and content that draws people to your Web page. A well-applied search marketing approach crafted by leading B2B marketing agencies will consequently benefit you.
4. Social Marketing
Appropriate social media marketing is an awesome tool for lead generation, but keep in mind that that only benefits the top of your funnel. That means understanding your clients and your ideal prospects. Take a look at social profiles of your competitors and see what is getting the most likes and shares. This will give you great insights into the types of content potential customers find the most useful.
With social media marketing, you have the organic side, where your company posts messages about your brand, but you also have the more targeted side of things with paid ads. While it costs more up front than organic posting, paid social media advertising can potentially provide more effective leads and thus, if done correctly, cost less in the long run.
Unless you have quota over your head, you need to look into social selling tools like Skrapp.io Chrome plugin to get a persons email address from their LinkedIn profile page.
These days, anyone not leveraging LinkedIn sales prospecting is leaving a lot of money on the table when it comes to gaining deeper visibility into potential business challenges as well as content your prospects have engaged with or shared on LinkedIn.
As a tool for connecting with potential collaborators, suppliers, and clients, LinkedIn is an excellent B2B social media platform. There are many opportunities to enhance lead generation interactions with prospects through referrals, remarks, recommendations, or answering call-outs. In the proper context, a private message to somebody you have engaged with can quite possibly lead to a new client.
Additionally, LinkedIn has its own LinkedIn lead generation forms . These forms are actually customizable. For example, you can pick up to seven informational fields for your forms. Also, you can decide to integrate LinkedIn lead generation forms with either Sponsored Content or Sponsored InMail, both of which are ad options on LinkedIn.
Effective strategies for B2B lead generation leverages many different methods and best practices in support of deeper sales and marketing alignment. Working with leading B2B marketing agencies, your primary objective should be to optimize your company's sales enablement approach.
We must stay true to the timeless principles of effective marketing: brand consistency, understanding the target audience, and avenues to achieving effective customer engagement to lower your customer acquisition costs.