November 16, 2015 / SEO 101, SEO Advanced Practices

Although most businesses know how essential lead generation is for business growth, it remains a challenge for most businesses to leverage their marketing campaign for effective lead generation. According to statistics, 61% of B2B marketers believe their biggest challenge is generating high-quality leads. This is no surprise since generating leads for B2B needs a combination of good planning and effective execution.

There are thousands of strategies you can find in Google on how to get B2B leads. But with all the misinformation in the online industry, it is a bit difficult to determine which ones work and which don’t. Here are some of the most effective tips we found for how you can generate leads for your B2B marketing.

Check Marketing Trends

As B2B marketers, you have to be well- aware of the constant shifting of tactics and strategies in B2B market as demands are increasing. The competition in B2B marketing is getting tough, and to stay long in your industry, you need to keep yourself updated with the changes that impact business and marketing.

Just as with consumer marketing, the customer is the center of all B2B trends, and marketers should focus more providing customer-focused marketing. Here are some notable trends in B2B marketing that businesses should be aware of.

  • Mobile First

As of early 2015, creating a responsive website has become obligatory for businesses. In the US, over 60% of adult own a smartphone. The number of people using smartphones has increased at a staggering rate during the past few years. Smartphones and other mobile devices have become the preferred choice of business owners, entrepreneurs, and marketers in checking emails, checking the web, and getting updates. In B2B marketing, these are implications that making your website mobile friendly is a huge opportunity to attract potential clients wherever they are.

  • Personalization

Personalization is a crucial element in lead generation. Personalization means developing an individualized approach for your target audience depending on data and analytics gathered. With the use of micro-targeting, you can develop a personalized marketing campaign depending on target audience behavior and their needs. By providing clients an individualized experience, it is easy for B2B marketers to create a genuine B2B relationship with them.

  • Simplification

Keeping your sales and marketing aligned can simplify your business operations, thus effectively optimizing your business workflow. You need to come up with a plan on how to balance data quality and simplicity. When potential buyers visit your website, they are typically looking for something specific, and as marketers it’s your responsibility to direct them to what they are looking for in a seamless and easy manner. The simpler it is to utilize your website, the greater your chance for lead conversion.

  • Amplification

As B2B marketers, it is not enough that you put your efforts in your marketing campaign alone. You also need to invest in paid amplification to supercharge your marketing efforts. In the B2B industry where there so many firms trying to reach as many prospects as possible, amplification is paramount to success in lead generation.

Amplification can be in the form of sponsored posts (Facebook), promoted tweets (Twitter), promoted news/content feeds, banner advertising, or traditional offline advertising. These can boost marketing reach and increase material distribution and consumption, hence, giving your business more chance for lead generation.

Create a Marketing Pipeline

Creating a marketing pipeline is a modern “lead generation” tactic where the process does not focus on the quantity of lead generation alone but on the whole process—from generating leads to converting those leads into sales and increased revenue. Traditionally, marketing and sales have been two separate business operations, which resulted in lots of generated leads never being converted into customers.

Pipelining the marketing and sales effort provides better workflow, which can grow a business. The process starts from generating leads then moves to converting the leads into potential sales and closing the deal and adding revenue. This process begins from the top of the funnel and proceeds to the bottom. Ultimately, the goal in pipelining is not the quantity of leads but the revenues collected.

Leverage a Variety of Marketing Strategies

Regardless of what industry you are in, it is important that you keep your strategies on track. In a few years, new strategies will emerge and old tactics will eventually die down. Rather than putting your focus in a single strategy, you have to come up with other effective strategies that can help you in your lead generation efforts. You never know… what works today may not work tomorrow.

Among the several strategies that you can use for lead generation here are some of the best.

  • Provide Contents That Influence Decision-Making

When clients do their own research, they discover contents that can influence their decision-making. Content fills up the pipeline, and for a lead generation campaign to be successful; it needs content that directly influences decision-making.

Testimonials, reviews, and case studies are some of the most effective types of content that can attract B2B leads. Additionally, customer-focused content can attract more engagement than other types of content.

  • Capitalize On Social Media Marketing

Social media marketing is one of the most effective lead generation tools used by most businesses. However, in B2B industries, most companies are skeptical about using social media for lead generation. Yet when done right, social media can actually generate more leads than we expect.

Indeed, building a social media presence is not enough in and of itself to provide a significant number of leads, but social media can direct a huge amount of traffic to your website, and this traffic can generate leads and so on. Other factors that can also affect your social media lead generation is your choice of platforms and the way you create content that persuades action.

  • Use Marketing Automation

Marketing automation is a risky yet useful strategy to make B2B lead generation easy. Contrary to what most businesses believe, marketing automation is designed to streamline marketing tasks to make you more efficient. Marketing automation can help you reach your objectives faster as it blasts personalized content to prospective clients.

Marketing automation nurtures leads… plain and simple. It nurtures leads in order to convert and close deals. But, as good as it sounds; as B2B marketers, you still have to remember that marketing automation does not get leads for you. You generate the leads, and the automation software will cultivate these leads to convert and generate revenue.

Bottom line

Over the years, the B2B industry is constantly changing its gameplay and it is demanding more from B2B companies. As a B2B company, you should stop fixating on things that don’t work anymore. This is the time for innovation and continuous growth, and businesses need more than a silver bullet to hit the bullseye. Lead generation campaigns require the right combination of various strategies and techniques to stay effective and get more high-quality leads that will convert.

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