B2B lead generation plays a significant role in company success; 85% of B2B marketers say their lead generation efforts are the most critical component of their marketing strategy.
Although B2B lead generation is key to boosting company revenue, it requires many moving parts for it to work effectively. Here are five staples of developing and implementing a B2B lead generation strategy:
Develop a Strategic Plan and Follow It Through
Whether you’re practicing B2B appointment setting or marketing services, creating and implementing a viable marketing strategy is crucial to generating the leads you want for your business.
While developing a plan is a good start, it must be followed through even if you don’t see the results you want. If you stop implementing the marketing strategy, your company will go from seeing minimal success to no success. Although it may be easier to dissolve the marketing plan altogether, continuing to practice the strategy allows you and your marketing team to uncover where there are flaws in the plan, and you can adjust as needed.
Building off a failed strategic marketing plan is much easier than producing a whole new one. Developing a new marketing strategy takes up a lot of company time, money, and employee energy. When you build off an already existing marketing plan, you have a foundation for what you would like to achieve through this plan. It allows you and your team to understand what went well in the original strategy and where it lacked.
There are many strategies B2B marketers use when it comes to building lead generation. Some of the best methods to use in 2021 include:
- Email marketing: Although email marketing seems like a thing of the past, it’s one of the most efficient strategies in B2B marketing today. Many companies use marketing automation systems to nurture business leads via email.
- SEO: SEO services enable companies to grow in quality and quantity of website traffic. Inbound leads often generate due to SEO because users are organically looking for the products or services your company has to offer.
- Social media marketing: Social media marketing practices include organic posts, ad management, and page optimization. This creates quality content that provides meaning to your target audience.
- Content marketing: Most B2B decision makers prefer to learn about industry products and services through self-found content. This allows them to feel more in charge of their decision making process and less pressured to make decisions by an outside source.
Create Content That Is Useful and Relevant To Your Industry
Producing content for the sake of having content is ineffective for both intended users and your company. Irrelevant content wastes your B2B marketer’s time and results in little to no engagement from your target audience. When you create content, you need to make sure that it’s useful and relevant to the intended reader.
Identifying industry trends is crucial to creating valuable and relevant content; it welcomes users to read the content they are more interested in learning about. If you write website pages and blog posts that discuss industry trends, you have a greater opportunity to turn potential customers into loyal customers.
By developing up-to-date content, users see that your company complies and adapts to new industry standards. Companies that hesitate to convert to new industry practices can be seen as less trustworthy and careless about their company’s overall performance. Note that if it’s not relevant to today’s industry standards, there’s no reason to write about it.
Make Landing Pages and Blog Posts Compelling With a Call to Action
In addition to creating content that’s useful and relevant, it needs to suggest readers do something with the information. Including a compelling call to action encourages them to take the next step toward whatever it is they’re looking for.
For example, if a managed service provider writes a blog about the benefits of migrating to the cloud, then you can assume the reader is looking into cloud migration for their company. In this case, a call to action would be compelling because it encourages the reader to contact the managed service provider for cloud migration services.
Without a call to action on landing pages or blog posts, the reader is looking at your content with no end game. A call to action suggests that the user contacts your company to learn more about your product or service or to start the conversation about a potential partnership.
Distribute Content to a Target Audience
A B2B lead generation strategy without a target audience is pointless. Your company has a more significant opportunity to generate high-quality leads by targeting a particular audience or market. Whether you’re practicing B2B appointment setting or marketing services, a target audience enables you to reach key decision makers who understand your company’s industry.
When developing a B2B lead generation strategy, many companies make the mistake of reaching anybody and everybody interested in their product or service. Reaching out to a target audience is effective for many reasons, including:
- Giving your sales team the ability to craft their messaging
- Understanding what key decision makers want and don’t want out of a provider
- Identifying new and upcoming trends in the industry and market
- Cost savings because campaigns run on a more focused scale
In B2B appointment setting services, sales development representatives (SDRs) must identify a target audience to set appointments. For example, if an HVAC company is looking to expand its business, they would want the SDRs to set up meetings with a facility manager, building owner, or property manager because they understand the industry and play a significant role in the decision making process. If the appointment setters schedule a meeting with someone in the company who didn’t work with the building’s HVAC, the appointment would have no meaning to the HVAC company or the prospect.
Regularly Contact and Nurture Sales Leads
Lead nurturing is one of the most critical components of B2B lead generation. Lead nurturing is the process of building and maintaining business relationships with prospective companies in your sales pipeline.
B2B appointment setting and marketing services rarely result in an immediate partnership. It takes time, trust, and continuous communication to build these relationships, so it’s crucial for your sales and marketing team to actively listen to the prospect’s needs and concerns. Although they may not be interested in your company’s product or service today, they may be interested tomorrow or a year from now.
Nurturing sales leads includes regularly calling them throughout the year, sending personalized email campaigns, or actively posting on social media. These tactics enhance brand awareness and show potential customers that you haven’t forgotten about them and their potential partnership. Even if they’re not ready to purchase at that moment, when they’re ready, you’ll be the first company that comes to mind.
Abstrakt Marketing Group—Your Leader in Generating B2B Success
As the nation’s most recognized B2B lead generation company, Abstrakt Marketing Group helps industries like yours maximize sales and grow company revenue. We offer proven solutions to develop predictable sales pipelines through B2B appointment setting and marketing services. Our expertise in lead generation solutions turns cold leads into valued partnerships. Schedule a demo with us today to learn how to optimize your B2B lead generation strategy.
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