B2B Lead Generation Strategies for 2018
11 june 2018B2B Lead Generation
With every other marketer reaching out on social media sites, merely connecting to prospective lead is not enough. To reinforce the “humans” behind your brand, it is very important to send personalized messages to cut through the noise of spam. Best results come from being an active member of your community.
According to Hubspot, companies that publish 16 or more blog posts per month generate 4.5 times more leads than those who publish only up to 4 posts in a month.
The research further revealed that 48% of B2B buyers rely on content for study and making purchasing decisions. More significantly, B2B buyers consume at least four to six pieces of related content before contacting a sales employee. Leverage this information by creating more content more frequently so you can cater to your customer’s information demands.
B2B online queries are shifting from computers to smartphones. Indeed, Google confirms that 50% of B2B queries are made on mobile phones.
This number is expected to reach 70% by 2020.
Optimizing your website for mobile devices will not only prove to be beneficial to your B2B marketing goals but can also help your customer's making business decisions efficiently. Just remember that it doesn't mean responsive design for your website. It involves factoring mobile into an omnichannel customer journey and finding new and improved ways to reach and engage your target audience.
Prospects usually browse many websites and read dozens of blogs to guide their purchase decisions. Only 2-3% of customers make a purchase on the first visit, and retargeting aims to reel back the 97% and give them a nudge towards your brand.
Retargeting is still underutilized by digital marketers, but it is catching on. About 75% of B2B marketers allocate 10% or more of their budgets to retargeting. So, if you haven’t already, start retargeting your website visitors now and increase the chances that they choose your brand over your competitors by 60%.
Marketing automation tools are the engagement of email marketing tools and CRM. Marketing automation software connects with your CRM to automatically send highly targeted and personalized marketing emails to leads. This tactic ensures that you put relevant and timely content in front of the right prospects. 60% of B2B marketers attest that email is their most effective lead generation tactic. In itself, email marketing is already acing it, and it has been for quite some time.
Integrate the functionalities of CRM, and you’ll see why digital marketers rank marketing automation as one of the best ways to generate warm & hot leads.
Chatbots are artificially intelligent messaging-based bots that can autonomously engage your web visitors and automate business transactions. AI processes text or speech input by your web visitors and sends an appropriate response.
Adopting chatbots sends a strong message to your customers such that you want them to have a seamless interaction. Additionally, integrating artificial intelligence into your lead generation strategy creates new avenues for process efficiency and optimization. Minimizing your dependency on human customer support and lead generation will also inherently reduce operational costs.
A/B testing with paid ad campaigns makes sure that you’re employing right strategies and channeling money into what works. The beauty of A/B testing is its ability to differentiate the value of each strategic tweak to your lead generation campaign, so you know exactly how well each experiment performs.
You don’t want to cast your net blindly, so keep testing new platforms, strategies, and ideas to figure out which you need to stop, and more importantly, which you need to scale.
Influencer marketing is as strong as ever, we’re seeing a shift towards brands making use of lesser-known influencers (people with authority in very small niches). These guys might have fewer followers, but their relative level of influence remains the same.
The industry is getting saturated, and major influencers are getting the high number of requests. Not only does this make popular influencers very expensive, it also makes them extremely picky about who they work with.
The best solution to this is for brands to leverage micro-influencers. These micro-influencers are relatively untapped despite their huge potential for reaching new customers effectively.