The Wild World of B2B Lead Generation Strategies
The truth about B2B lead generation – what really works!
rnrnWant to know the greatest challenge inrnB2B marketing? And I swear it has nothing to do with what color dress onernshould wear in a presentation. The answer is “leads.”
Lead is a universe where it allrnbegins. Without leads, there is no revenue, no clients, no raison d’être, nornnothing. Without leads, you are a black hole in the universe.
And there arises a question – how do I get leads?
rnrnTo produce B2B leads, marketingrndepartments need to take a multi-channel approach.
Following are the lead generationrnstrategies and channels for B2B businesses:
· rnSocial mediarnmarketing
· rnWebsiternoptimization
· rnContent marketing
· rnPaid advertising
· rnEmail marketing
· rnReferral traffic
Lead generation is an essentialrncomponent of a well-oiled B2B sales and marketing operation. To attract morernclients, it is necessary to do marketing of products and services first. A B2B lead generation company is the one that is interested in findingrnideal consumers for your service or products. Also, content syndicationrnplays a vital role in promoting thought leadership and create an effectivernrelationship with a target audience.
Content syndication marketing – expand reach and win trust!
rnrnContent syndication marketing playsrnan essential role in lead generation. It helps tap a new audience or existingrnconsumer, develops a positive perception of the brand, and adds visibility andrnauthority that leads to qualified business inquiries.
The questions you must think upon
rnrnIs your website driving leads for yourrnbusiness? Is your website generating high-quality leads that your sales teamrncan close?
Nowadays, buying journey is gettingrnmore complicated as we spend more time learning independently online thanrnanywhere else. But the real success of a marketing leader is proven when the sales enablement services manage to convert, generate, and managernbusiness leads and unlock new growth opportunities.
Concentrating on B2B demandrngeneration and sales enablement services could help marketers develop arnstrategy to support lead management, enhance sales partnership, and developrnstrategic account-based marketing programs that could help buyers buy. Also,rnmarketers must ensure that buyer enablement is available to all consumersrnacross seller and digital channels.
Brent Adamson, Distinguished VP,rnAdvisory at Gartner, said: “The hardest part of B2B solutions isn’t sellingrnthem‚ but buying them. Today’s buying journey has effectively reached a tippingrnpoint where it’s become nearly unnavigable without a significant amount ofrnhelp.”
Demand generation marketing has sornmany things in common with lead generation. It acts like an umbrella coveringrnmarketing and sales initiatives from every touchpoint in the consumer’s journeyrn– from initial prospect interest to upselling consumers.
Strategies used by demand generation agencies
rnrn· rnCreatingrnawareness amongst the target audience
· rnMonetizing andrnconverting the present in-market demand
· rnConnecting salesrnand marketing teams for better results
Do you know?
rnrnWhere do online leads come from?
The answer is your website. Here isrnthe basic flow of how B2B website leads are produced online:
· rnTrafficrn(visitors)
· rnWebsite
· rnLeads
Once a lead is generated and thernconsumer is in the target market, the lead becomes a Marketing Qualified Leadrn(MQL). The digital marketing team will then begin promoting the lead viarnmarketing campaigns.
Sales enablement – a key to unlock Account-Based Marketing (ABM)
rnrnUsually, lead generation models,rnsales, and marketing teams work together as a relay team. Marketing increasesrnthe number of produced leads, nurtures them, and hands them off to sales.
Account-based marketing transformsrnthis process and links inbound and outbound marketing with sales to create demandrnin targeted accounts. Further, these coordinated account-based marketingrncampaigns engage and convert target accounts at every purchase journey stage.
A sales representative with arncombination of account-based marketing and sales enablement becomes a socialrnseller, engages targeted clients, and delivers insightful and powerful contentrnthat helps in the decision journey.
Takeaway
rnrnToday’s world of information overloadrnhas radically changed consumer behaviors and how they want to connect withrnbrands. Gone are the days where marketers could rely on their product, brand,rnor service to attract and retain consumers.
“At the end of the day, consumers don’trnjust want you to show them that you know them; they want you to help them getrnsomething done,” added Adamson. “Proving you know the customer in the absencernof helping them can do immense damage.”
All in all, a lead generation strategy leverages quality of content and thoughtrnleadership.