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In today’s market place, lead generation is one of the keys to successful marketing for B2B companies. Your website, social media, landing pages, digital advertising and all other forms of advertising must generate leads from your target market. The days of just brand-building are over. Your marketing must have a Call to Action (CTA) so you can begin building a great personal relationship with them through highly-targeted messages.
Most Marketers focus their time and money to create positive brand awareness, but at the end of the day, it all comes down to just one thing, B2B Lead Generation. These new leads become the life blood for the sales team. These leads are warmed up by the content. The content gets decision-makers to sign up for your white paper, ebook or other special offers. Once they are in your CRM and Automation system then you can consistently market to them through email.
Below are three key Lead Generation tips that you, as a B2B marketer, should focus on in 2019 to increase Sales, ROI and Profits:
1. Email Marketing
Some so-called marketing experts say that email marketing is dead or dying, but they would be wrong. Very wrong. Email marketing, when done properly, is very effective. It is a great lead generation tool that drives revenue in most B2B companies.
In fact, according to a recent survey, 45% of B2B marketers say email marketing is their top tactic to generate leads for their company’s sales department.
The key is to target the right prospects with the right message at the right time. Savvy B2B companies use Marketing Automation tools to send well-timed, personalized emails to their prospects. Marketing Automation nearly doubles your chances of lead generation so if you are not using it, then you are losing a lot of potential business.
2. Achieve More With Content Marketing
Content Marketing is one of the best ways to generate leads for any B2B company. It creates brand awareness and helps to educate potential customers about your business and the products and services you offer. Content includes videos, blog posts, images, infographics, articles and much more.
With great content you can brand yourself as an expert and thought-leader in your industry. It helps build trust with prospects and with existing clients. The key is to focus on how to reach those potential prospects with your content.
You may generate greatest content in your industry, but if it doesn’t reach the right people then it won’t matter. It is critical that you promote that valuable content, while creating it.
3. Use Social Media Effectively
Social Media is the third most effective B2B Lead Generation tactic according to a survey by Ascend2. Social Media is a great tool to attract new prospects and to build relationships with your current and potential customers, but it is different than the other content you develop. You need to engage your audience differently with Social Media.
The best way to do this is to join the groups and communities, where your potential customers are likely to be on social media platforms. Read their comments, answer their questions and show them you are a thought leader in their field. If you are actively engaging on social media properly, people will like you, and refer you to those businesses who really need your services. And it may be their company that needs you the most.
Once you have generated this new lead, it is critical that the sales department follow up with that lead as quickly and as thoroughly as possible. Sales and Marketing must work together to make sure the needs of that prospect are met before the competition gets to them. It is real simple, when a prospect is ready to buy or begin the buying process sales and marketing must work together to provide all necessary information to that potential client in a timely manner or you could risk losing that client.
B2B Lead Generation is always changing. Success in lead generation is all about your willingness to experiment and try different things to reach the prospects where they are now.
Your challenge is to find a way to utilize your time and budget effectively to convert more leads with a higher ROI. B2B Marketing companies, like Maverick Marketing & Media in Louisville, Kentucky, are great resources to work with so you can maximize your results. Marketing & Advertising agencies that specialize in working with B2B companies will save you and your team lots of time and money. They can be the best investment your company will ever make.