B2B lead generation is the foundation of strong financial performance with 89% of B2B researchers using the internet during their research process. This is why using digital content is being used to initiate more conversations than ever before. From building relevancy, compelling visuals, using virtual events to attract clients, using multiple marketing platforms, and of course using paid ads- the opportunities to boost lead generation are looking abundant.
So how can your business attract more B2B leads in 2019? Let's take a closer look at the avenues available to strengthen your revenue pipeline:
1) Omnichannel marketing:
Consumer shifts in behavior are constant, and keeping up with these trends is a necessity for businesses to survive. WIth 63% of companies admitting to facing lead generation as their top pain point, making marketing budgets go the extra mile as a driving force behind B2B lead generation is vital to steer ROI growth.
If the customers have no awareness about your product/service, a successful sale is an unrealistic expectation to set. This is why “omnichannel marketing” is more than a buzzword; connecting with potential clients over multiple platforms elevates chances of sales conversion drastically. For example, if a prospect visits your website, later sees a blog post on twitter, and then an ad on linkedin, followed by an email highlighting customer testimonials, there's no way they will be able to resist the urge to get to know more about your business that seems to be so digitally engaging.
With key decisions makers actively looking for accessible and data-driven information to support their strategies and business goals, relying on marketing based on a single channel is no longer viable. The secret recipe is using the right (and well balanced) combination of email, search, social and content marketing efforts to achieve an 'omnipresence' in the consumer's' experience.
Don't forget to highlight customer referrals and reviews, and experiment with various content formats to see which delivers best results..A definite theme of 2019, make your B2B marketing work smart across the entire spectrum of touchpoints that your targeted audience is known to be present on.
Having a website with decent traffic rates is great, however converting the traffic into solid B2B leads requires a little more work. By investing in a website visitor tracker, for example Leadfeeder, you can have the power of incoming leads at your fingertips all day.
Easy to integrate into your CRM, and providing detailed insights related to website traffic, tracking solutions like these can take away the sting from missed opportunities to ensure improvement in B2B lead generation. More effective than cold calling, searching for business connections on linkedin, or waiting for prospects to express interest. Having access to filters highlighting country of origin, industry and the kind of web pages visitors tend to visit often produces high quality leads- a much needed upgrade to pump some fresh life into your revenue pipelines.
3) Host virtual events:
Attracting B2B leads requires innovation, excitement, and a tremendous amount of value to be added to your targeted customer's journey when exploring solutions for their business needs. This is where virtual events provided by vendors such as vFairs are the talk of the town. With an increasing number of organizations hosting virtual trade shows, virtual product launches and virtual expos- this new online event hosting avenue is a goldmine to enhance B2B sales prospects.
Removing geographical barriers, time restraints, high hospitality expenses, daunting set up costs and staffing needs, virtual events are visually spectacular, engaging and custom designed to please your future clients. Rich with features including live webinars and branded auditoriums, audio/video/textual chat, easily downloadable resources,, interactive booths, networking lounges, and a virtual environment designed to be content rich- there's no limit to new B2B leads that can be secured by providing visitors with an exceptional digital event experience.
That's not all, virtual events can be added as an extension of your omnichannel marketing strategy. For example, once you have connected with your targeted audience over an email list or by achieving a social media following, an event such as a virtual expo can help attract and nurture leads with both a high reach and low cost of event hosting. Once a novelty, but now emerging as a necessity, the most established corporate titans such as Cisco and IBM have long been using this platform to get a competitive edge even in the most sluggish market conditions.
4) Start communicating:
Does your website have a live chat option? If not, you're missing out. With 42% of customers expressing preference for live chat for their support questions, it's essential to capture every chance possible to speak with your clients and assess their concerns. Most live chat tools capture visitor email IDs that you can add to your email list for future conversations and promotional efforts.
Websites such as quora are also great to capture audience interest. By answering questions and providing more information on how your product/service can solve real-world business problems, the chances of gaining B2B clients spike higher than usual. Also building your online visibility and paving way for dialogue with future clients, websites like these can be unsung heroes in your fight for high-quality prospects with an existing need for your expertise.
5) Invest in paid ads:
If you're really eager to see faster improvements in your B2B lead generation activities, then paid ads to get more website traffic is a fundamental step to take. Creating targeted campaigns reaching out to the right audience and user segments will help build awareness and brand visibility. However this also means that your website's landing page should be phenomenally optimized and in line with your SEO strategy.
Remember to provide free content to visitors as an incentive to capture more details about the visitor's profile. For example, most B2B companies provide ebooks that are free for download once the visitor submits their name, contact number, employer name and company email ID. Lead magnets play a pivotal role in boosting B2B lead generation in addition to helping organizations earn reputation as industry experts and thought leaders.
Regardless of your budget and resources available, these alternatives provide a solution for all businesses to try and test for themselves. It's important to build influence, meanwhile proving your business as approachable, helpful and relevant. Whether you choose to invest in paid ads, revamp your communication channels, host virtual events, or go full speed ahead with omnichannel marketing, the ROI of these B2B lead generation strategies are all proven to be well worth the effort.