B2B Lead Generation Tactics For Marketer Who Try Hard
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| Courtesy :- business2community.com |
Customers are the king of any
business. Finding quality prospects is one of a marketer’s biggest
challenges—how do you find leads that will convert into sales? In fact, 61% of
B2B marketers cite generating high-quality leads as their No. 1 challenge. (I
bet that even you consumer marketers out there experience this challenge, so
stick with me, as I’m sure you’ll find value here, too).
Part of the problem is that
everywhere you look, someone is telling you about new-and-better ways to
generate leads. But, I stress, don’t fall for every trendy new idea or lead gen
hack out there. We’ve analyzed the data and have found that there are two
strategies that consistently work well for generating leads: content marketing
and in-person connections.
Tactic 1: Content Marketing
Content marketing has become a
proven tool for consumer brands, but many marketers still hesitate, unsure if
it will be effective for their business. But for the many B2B marketers that
have taken the plunge, they’ve found that it’s an ideal vehicle for building
relationships with B2B customers, especially with products and services with
long sales cycles.
According to Forbes:
- · 71% of B2B marketers use content marketing to generate leads.
- · 93% of B2B companies say content marketing generates more leads than traditional marketing strategies.
- · 60% of B2B decision-makers say content provided by companies helps them make smarter buying decisions.
Content marketing also
generates 3 times as many leads as traditional outbound marketing and costs 62%
less. The data shows that content marketing works even for B2B brands. But,
where do you start? Content that generates qualified business leads typically
lives in three places: your website’s landing pages, your company blog, and
your brand’s social media channels. Let’s see how
1. Website Landing Pages - Don’t assume that everyone who
visits your site is starting on your home page. 68% of B2B businesses use
strategic landing pages to garner new sales leads. A landing page might be your
first opportunity to make a good impression and draw your visitor in.
2. Company Blog - Blogs are a proven resource
for providing information, creating dialogue, and attaching a personality to
your company. They work, too. B2B companies that blog generate 67% more leads
than those who don’t, and 81% of businesses have reported their blogs as
“useful” or “critical” to B2B lead generation.
3. Social Media - Having a presence on social
media can be another critical tool to establish your credibility and create a
dialogue. In fact, 78% of small businesses now get at least a quarter of their
new customers via social media, and two of the best channels for business are
LinkedIn and Twitter.
Tactic 2: In-Person Connections
Clearly, content marketing is
a proven way to put a face on your company by sharing information about who you
are and what you do. Another way to put a “face” on your company is to get out
there and meet people in-person. In study after study, marketers continue to
report that some of the best leads come from in-person interactions:
- · The most effective B2B lead generation tactics are inside sales, executive events, telemarketing, tradeshows, and conferences.
- · The highest-quality leads come from tradeshows and events.
- · Referrals are often cited as the most effective B2B lead generation tactics worldwide.
1. Tradeshows - Your customers are already at
tradeshows—and ready to make improvements or at least explore new solutions—so
take advantage of the proximity. The graph below reveals that tradeshows have
the highest quality of leads per any one channel: So, in your effort to make
the most of tradeshows, be sure to take the following actions:
- · Networking during the tradeshow: Focus on quality of interaction, rather than quantity.
- · Speaking as part of the program: Contact show organizers early to get on the speaking panel.
- · Demonstrations at the booth: Train show personnel to engage, not just display.
2. Networking Events - Networking events are great
places to make connections, but here’s the key: you want to fish where the fish
are. If you’re a graphic designer, don’t just go to meetings with other graphic
designers. Industry groups are important for best practices, but if you
specialize in graphic design for real estate agents, attend real estate
networking events.
3. Local Small Business
Association Meetings - Small Business Association
meetings are fertile ground for generating leads because you’re able to meet
professionals in all lines of business in one place. Local professionals are
usually eager to support fellow small business owners, so it’s a great place to
make connections and offer complementary services. Check into sponsoring a
meeting—the expense is nominal for many local groups, you’ll have the
opportunity to introduce yourself and your company, and you can follow up with
a mailing or article on the organization’s website.
We marketers know that
qualified leads are the fuel that keeps our company’s engine running. Going
after leads both online and in-person will create a 1-2 punch lead gen strategy
to keep that funnel full.
{{ The Guest Post Blogger organization was not involved in the creation of this content. - Dalvi Prabhakar B, Founder & Digital Manager (SEO,SEM,SMO) }}
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