Any business survives on the bottom line. Marketing and sales department are the breadwinners of any organization. If your marketing efforts are strategized then driving profits is not a difficult task. But, when it comes to strategizing a simple yet difficult question comes to anyone’s mind is how? Knowing how to strategize and which channels to use can help you generate more leads with the same amount of resources.
Keep reading till the end for a bonus tip. And, learn what works best according to statistics?
5 B2B Lead Generation Strategies for any business
Before that, let’s dive deep into the most effective B2B marketing strategies which work for any business:
1. Talk one to one: Choose Email Marketing
Email marketing is one of the oldest techniques in online marketing. It stood the test of time and still effective as it was when it started 23 years ago. Moreover, it holds the top position in the list of B2B lead generation strategies.
Marketing automation is the most recent update in email marketing. It helps you to send a more personalized message in terms of content and user experience. Thomson Reuters increased its revenue by 172% through marketing automation.
One can easily integrate its CRM and email marketing tools to send highly targeted emails automatically. While traditional approaches are still important, the ability to capture more data on users and behavioral-triggers has given an edge to B2B marketers in targeting users’ inbox.
2. Make an Impact: Utilize Content Marketing
When we talk about online marketing then only one line can justify the utility of content marketing i.e. content is king. You need content for everything-preparing How-to guides, communicating through chat or interacting through emails
The type of content can vary depending on the medium of communication. However, we should use a mix of common and uncommon strategies. No matter which channel microsites, infographics, research, reports, or blogging you use, the most important thing is to use different tactics and figure out what works and doesn’t work for your company.
Doing experiments is intrinsic to content marketer. Diversifying your content strategy by doing what is in trend and what’s not can help you exploit opportunities beyond the usual benefits of following just trends.
A study revealed companies which provides online educational content regarding how to use the product and other information generates 35% more sales than companies which don’t provide any information or information that is hard to find.
3. Get Found-Do Search Marketing
Marketing is all about visibility. When it comes to digital marketing organic marketing is one of the best ways to generate leads in B2B marketing. However, increasing competition is making it difficult to get organic rank.
If you would be doing SEO, three to four years ago. Then, it was the by-product of doing things well in other areas such as design, social, content marketing, and conversion rate optimization. But, today the rule has changed. You need to have dedicated personnel to look after the various factors like keyword insertion, competitor analysis and what not.
4. Go Social: Use Social Media
Many organizations have considered social media of no use in B2B lead generation strategy. The controversial nature of discussion raises a question: Is social media good for the B2B lead generation?
The answer is of course yes. But the contradiction lies in the fact that most organization have an ill-fitting social media strategy. Only a minority of companies could generate millions of dollars lead and nurture millions of dollars’ worth leads.
The best way to generate leads over social media is LinkedIn. In addition to that social media can help you in your content marketing efforts as people who follow your company’s updates on social media can be immediately informed with low cost.
5. Coalesce it all together
Any of the above strategies can work in isolation. But, if you want to get the full advantage of your marketing efforts then integrating everything is a wise choice.
When you experiment with different tactics and mixes to understand what works and doesn’t work? After that, you can devise the most effective strategy. You need to decide how much efforts should go to content marketing, social media, SEO, email and other marketing channels.
Which one is best?
Many studies conclude SEO as the best and many others say email marketing is the best. The decision of best strategy is ambiguous. Why? The answer would be audience variation. For example, a PPC Management Tool Company and the email marketing service Provider Company would surely have different audience skillsets and biases, misleading the results of the surveys.
Apart from the inconsistent winner every time, the online strategies described above are consistently at the top i.e.:
- Email Marketing
- Search Marketing
- Social Marketing
- Content Marketing
How to make the best out of your Investment?
Avoid the Leaky Bucket Effect:
What If even after investing sufficient funds for marketing and sales, you’re not able to drive profits? What if you have increased your investment several times then also you’re not able to drive profits? In such scenarios, you need to go back to your systems in place. Check if they are effective and analyze if everything is in place.
Analyzing the sales funnel of your organization helps you to understand where the prospects are leaving you? Most of the times, it is the landing pages, in particular, your forms. Forms are the differentiating factor between leads and non-leads and have a great impact on your conversion rate.
For Instance, you send 1,000 visitors to your landing page at a cost of $2 per visit. If your form converts at 1% you’ll get 10 leads at a cost per lead of $200. If, on the other hand, your form converted at 2%, you’d receive 20 leads at a cost per lead of $100.
That’s the magic you can see – 2X more leads for half of the cost per leads without spending a penny extra – just by improving your form.
In the same vein, you can optimize the whole funnel to improve your ROI by taking corrective measures. Instead of investing more and more every time.