B2B marketers know that finding leads is one of if not the biggest challenge when it comes to adding new business.
With that being said, how is your company going about acquiring solid leads to enhance your B2B marketing ROI?
It all starts with a solid strategy that has been well thought out and clearly defining your target audience.
According to a MarketingSherpa, the prime concerns of B2B marketers remain in obtaining additional value and income while dealing with limited resources. The company even went so far as to put together its own methodology known as FUEL, standing for:
F: Find and attract leads -- Strategy to personas to tactical plan. U: Uncover qualified leads -- Lead scoring, nurturing and management. E: Establish automated marketing processes -- Automate for efficiency and scale. L: Lift results -- Continuous improvement and C-Level reporting.
To keep your marketing tank full, keep some of these ideas in mind as you look to get the most drive for your dollar:
- Truly define your customers -- Many marketers think they know who they need to market to, but don't get complacent. Use surveys and research to stay up to speed with who your defined target clearly is, what their needs are, and how the economic factors may or may not be impacting their buying choices. Also take note of your customer's buying cycle so that you know the approximate time of when they're most apt to buy so you can target them then. Make sure that you have a regularly scheduled flow of campaigns in order to best achieve program mix success. Lastly, include running A/B tests in your repertoire so you know what drives the most income;
- Log the info into an updated data base -- Following an initial or second discussion with a lead; determine if they're ready to be sent over to sales. You need to find the opportune time to send them to sales, meaning not too early where you may lose them because they feel you're too pushy, while not too late where they may turn to a competitor, feeling you can't help them. Lastly, give the prospect a reason to want to continue their conversation with you, be it some form of an offer;
- Content is key -- At the end of the day, the strength of your content is crucial to improving your odds of driving lead generation registrations. Make sure any and all content on your company site or emails you send out to prospects including articles, infographics, white papers, and guides is updated and provides impact. Make sure that the content will be beneficial to the prospect, i.e. how will this material help the prospect? Also look to cross-promote your content, i.e. what was onetime a blog can be re-purposed into a podcast or a more expanded guide or white paper, fresh with statistics that serve a purpose to the prospect;
- Mix and match -- Use a variety of programs to enhance the chances of converting a lead into a sale. As noted above, content is critical to improving the odds of a sale, but it should not center on just one area. Mix in webinars, white papers, e-mail marketing, trade shows, display advertising, video, podcasts and more so you reach as many as possible in your targeted market area;
- Get social beyond Facebook and Twitter -- While Facebook and Twitter command the largest number of users, they are but two of a number of social media networks B2B marketers should be involved in. LinkedIn, often thought of as just a site for job seekers, is much more than that. With more than 100 million members worldwide, it too is a site to consider when you look to drive leads your way. As part of your social media efforts, know the best times to tweet and share so that you increase the odds of maximizing your audience numbers. In general, social media usage hits its peak during Monday through Fridays from noon to 3 p.m. Don't necessarily discount weekends, however, as you may be surprised to learn that many business owners take an hour here and an hour there on Saturdays and Sundays to shop for good buys to support their companies.
As a B2B marketer, what has proven to best drive you in acquiring lead generation registrations?
Photo credit: lithosphere.lithium.com