B2B marketing is more complex than B2C marketing because it is generally more difficult to reach and identify your target market through traditional marketing channels. Here we explore five steps and tactics you can take to improve your B2B lead generation processes to enhance results.
1 – Fix Your Sales Funnel
For many businesses it is too easy to fall into the trap of using a ‘leaky bucket’. If your website is not properly tailored to capture clients when they arrive at your marketing funnel, then you will lose potential clients and will have to spend more to generate leads. Driving increasing amounts of traffic to a website that is not properly optimised is tantamount to filling a leaky bucket to keep it topped up. Fix your funnel first to convert more traffic.
2 – Email Marketing
Email marketing really has stood the test of time and is still one of the best methods of generating leads. By implementing email marketing automation, connecting your CRM will enable you to send highly targeted emails to leads without significant interaction. This allows you to keep following up on leads automatically without allowing them to disappear through the hole in the leaky bucket.
3 – Content Marketing
Content marketing is one of the best ways to generate B2B leads and should be a key element in your B2B marketing strategy. By creating good quality content and offering it for free to clients you will be able to both build trust and generate interest. Videos, infographics, blogs and even micro sites can all serve to raise your profile and improve your online presence and generate sales leads.
4 – Search Marketing (SEO)
The best leads possible are the ones that come to you already looking to do business, so having an effective search marketing strategy is vitally important. Being easy to find your business via the internet increases the chances of turning interested visitors into leads and thus having a positive effect on your revenue. If you don’t have a dedicated in-house marketing resource, using the services of a professional marketing consultant can help to improve your B2B lead generation and search engine optimisation.
5 – Social Media
Social media is often seen as a poor channel for B2B lead generation, but it all depends on your marketing strategy. If you send out endless self-promotional drivel then you will struggle to generate any leads. If, however, you use social media channels to support your content marketing and search marketing then this can be a valuable lead nurturing platform.
If your business operates in the B2B sector and you’re struggling to create an effective lead generation strategy, please do get in touch and we’d be happy to discuss your particular needs and business goals.
Marketing Consultant – Elite Marketing Services
Measurable Marketing. Results That Exceed Expectations.