When we talk about the B2B lead generation, we need to ask ourselves: Which of the available methods would work for us now? Marketing strategies for B2Bs are continually changing, while the goals remain the same – more leads, more sales, and better return on investment
Lead generation strategies have to change alongside market demands and adapt to them to be successful. With the development of technologies, customers today have different expectations when it comes to customer experiences, such as personalized service, no repeating problems, innovation, and such.
If you want to generate more leads, then you have to know when and how to adapt to new trends and to optimize your strategies. Here, you can find out about some methods for improving your B2B lead generation.
1. Creating a Customized Content for B2B Audience
Customers choose what they will consume online, whether they’re ads or online movies. Customized content affects B2B businesses as well, and it’s important to know that most of the customers prefer brands that provide personalized (humanized) content. It seems that the marketers are taking this seriously as 60% of B2B brands stated that they experienced more positive results when they had customized their material compared to the content that wasn’t tailored. Even though customization can be difficult, when implemented, the results are significant and measurable, even in small ways. It should be one of the main focuses for all B2B marketers.
2. Social media
One of the most popular channels for B2B sales and lead generation is – social media. There is no marketing strategy today that can be without a robust social media marketing plan. A well-developed strategy implemented on LinkedIn (world’s largest professional network) can have a significant impact on your lead generation. LinkedIn is the most successful network when it comes to acquiring qualified leads for B2Bs. Noted, almost 80% of B2B leads generate via LinkedIn. No matter which social media channel you use, it is essential to know how to use it because merely connecting with a potential customer won’t do. You have to send personalized connection requests to attract the right people to your brand. Presenting yourself as an active member of the community brings relevant information, solutions, and value.
3. Email marketing
Surely we can observe this type of marketing as one of the oldest ones. But even though many years have passed, email marketing still gets the job done (and does it quite well.) For B2B marketers, it is still one of the most efficient ways to generate leads, but with all the analytic and promotional apps and tools that have come along the way – email marketing has also evolved. B2B businesses are getting excellent results with email marketing with the help of automation tools. These tools can connect with your CRM to automatically send targeted emails to potential leads, help you increase transactions by getting personal, segment your emails to make a more significant impact, and sync up with the customer buying cycle.
4. Mobile Marketing
The ever-increasing usage of mobile phones tells us that the world is shifting more and more from PCs to mobile phones. A research done by Google says that 50% of B2B queries came from mobile phones, and the number is expected to grow. By optimizing your website for mobile phones, you will shorten your sales cycle and help your customers to make buying decisions more efficiently. Of course, it can’t happen without a proper, mobile-responsive website. Also, it has to provide an enjoyable customer journey to improve ways of engaging and reaching new audiences.
5. Video Marketing
Video marketing strategy provides an excellent opportunity to reach a targeted audience and generate more leads. About 75% of successful executives stated that they boosted their website traffic once they started using video content. The video is one of the biggest influences on customer’s buying behavior. 64% of the time, customers purchased after watching video content from a particular brand. Also, having a video on your landing page can increase the rate of conversion by at least 80%. After seeing these numbers, more and more B2B marketers are planning to use YouTube and social media video as their content strategy.
The developments happening in technology are changing customers’ online purchasing habits. All of this represents new challenges for B2B marketers, so it has become crucial to develop marketing strategies that will bring more lead generation. Don’t be afraid to experiment with different tactics and to combine them on multiple channels. Let these mentioned ideas guide you toward creating the best possible strategy for your brand.
If you have any questions or comments, feel free to reach out to us, remember that we are here to help you.