Today's B2B sales landscape has become overwrought with undercooked and intrusive prospecting strategies undermining buyer motivations and ignoring their unique pain points. Traditional approaches to B2B lead generation focus primarily on identifying the leads. However, the lack of awareness and nurturing activities, along with the absence of lead scoring, result in a lower lead-to-conversion rate.
The simplest answer to this conundrum is a demand generation process that takes a granular view of the buyer's journey and nurtures them into BANT-qualified leads before handing them off to sales.
B2B demand generation strategies account for in-market buyers and those who need to be educated and nurtured on the pain points they face and the available solutions. As businesses battle macroeconomic headwinds and waning customer loyalty, they need to redefine their approach to marketing.
Let's look at some of the best strategies that will help scale demand and generate qualified sales leads:
Educating buyers with high-quality content
Content that talks about buyer needs and motivations lies at the bedrock of B2B demand generation. Businesses must educate their buyers on business challenges and potential solutions and communicate value propositions. The content must fit at each stage of the buying journey and be aligned with forms and platforms that pique the prospect's interest and appeal to the tastes and awareness levels of different buyer personas.
As buyers become self-servicing in their research and data gathering, content has replaced sales reps as the primary source of connection between a buyer and a vendor. So much so that 65% of buyers say their buying decisions are influenced by businesses that offer easy access to relevant content and pricing/competitor information.
Building connections and generating leads through LinkedIn automation
When it comes to B2B marketing, LinkedIn is 277% more effective for online lead generation than Facebook and Twitter. LinkedIn is the largest professional network, with around 700 million profiles and 30 million companies. It is, therefore, no surprise that around 79% of B2B marketers state that the platform is an effective source for lead generation.
Many enterprises have adopted persona-based sales prospecting strategies by building professional connections that last longer and go beyond transactional relationships. Some also leverage LinkedIn ads to target their ideal customer profiles. Automating these processes can help you scale the performance of LinkedIn and target high-value prospects faster. It allows you to put your online lead generation engine on autopilot, so your sales teams can have more qualified leads to prospect and convert.
Driving brand recall and captivating audience through video marketing
It is predicted that 82% of all the internet traffic will be video content. People are getting accustomed to watching short, snackable video content as a capsule to consume dense information. Businesses need to step up their sales and marketing efforts by leveraging video marketing. They can either execute the video marketing engine in-house or partner with a digital marketing agency like Denave to reach and excite more customers and get the best value out of their investments.
There are multiple video content formats like live streams, webinars, podcasts, product demonstrations, reels, and more that can help you attract your audience's attention.
Deploying email nurture tracks and drip campaigns to qualify leads
Email marketing strategies are a decade-old formula for communicating with prospects and customers alike. However, the impact of email marketing campaigns is yet to be realized at its fullest as most businesses work in a non-automated, siloed process, making it difficult to track, measure, and scale campaigns.
Creating action-based drip marketing campaigns on email help engage, educate, and nurture your prospects along each stage of their buyer's journey. By creating compelling content and automating the email sequence, you can ensure that your prospects receive the right information at the right time, ultimately moving them closer to conversion.
Webinars & virtual event marketing services for warm leads
Webinars and virtual events are gradually becoming an integral part of B2B marketing strategy as they allow businesses to connect and engage with a niche set of audiences at a much lower cost than physical events. Virtual events also have a limitless shelf life and can be used repeatedly to engage and nurture audiences through emails, content marketing, social media channels, and more.
73% of B2B marketers now say that webinars are one of the best and most cost-effective ways to generate high-quality leads. Automating invitations and follow-ups to potential attendees can help boost the audience turnout, thereby pulling more prospects into your prospecting books. You can also analyze the behaviour of your webinar attendees, score, and prioritize leads based on their engagement, intent, demographic information, and past history with your organization.
Implementing B2B telesales services to penetrate new audience segments
The fact that 57% of C-level suites prefer to be contacted via phone is enough to make a case that telesales, as a demand generation tactic, is still relevant. However, most companies underutilize their resources on leveraging telemarketing capabilities to expand their brand reach and connect with a wide range of prospects.
Enterprises must deploy a smart mix of inbound and outbound calling services to drive compliance, book sales appointments, conduct market surveys, and deliver exceptional customer services that help increase the customer's lifetime value and maintain sustained revenue momentum.
Executing search engine marketing campaigns for quick leads
Search engine marketing (SEM) is a powerful tool for generating leads quickly for B2B businesses. It offers increased visibility by displaying ads prominently on search engine results pages (SERPs), ensuring your business is noticed by potential customers. With targeted advertising options, SEM allows you to focus your ads on specific demographics, locations, and industries, ensuring that your message reaches the right audience.
Unlike organic SEO, SEM provides immediate results, driving instant traffic to your website. By tracking and optimizing your campaigns, you can measure their performance and refine your targeting to maximize online lead generation. SEM also offers remarketing opportunities and A/B testing capabilities, allowing you to nurture leads and continuously improve your campaigns.
Activating channel partner marketing to increase market demand
Partner digital enablement is crucial for B2B businesses to generate demand and win new leads. Partners are equipped with the necessary knowledge and skills to leverage digital demand generation channels and effectively market and sell the products/services.
Co-branded marketing collateral further enables partners to showcase offerings in a compelling way, increasing the likelihood of capturing new leads. Additionally, support in lead generation, such as access to marketing automation tools and CRM systems, streamlines the process and helps partners nurture prospects. By tracking performance and providing feedback, businesses can optimize partner strategies and drive successful lead-generation efforts.
Integrating sales & marketing to achieve higher ROI
When you get to the bottom of it, customer experience is a key factor in determining demand generation success. Data and automation can help businesses to better respond to customers' needs, but it is equally important to create consistent messaging across sales and marketing teams.
Addressing motivations across each stage of the buyer's journey, including the stages after their purchase, is vital to delivering an experience that will help drive brand loyalty and repeat purchase. Consequently, BI analytics tools, CRMs, and other technology can create a common ground where marketing and sales can work together to deliver experiences that will engage prospects from awareness to conversion and beyond.
Leveraging account-based marketing to target high-value accounts
Account-based marketing allows companies to narrow down their prospect lists and focus on key accounts that align with their ideal customer profiles. It enables efficient resource allocation and personalized messaging that echo the challenges and goals of the target accounts. Through a deep understanding of each account's needs, ABM creates relevant content that resonates and positions the business as a valuable partner.
ABM fosters close collaboration between sales and marketing, ensuring tailored strategies reach the right decision-makers at the right time. By taking an account-centric approach, ABM nurtures relationships throughout the buyer's journey, fostering trust and increasing the likelihood of converting the entire account into a high-quality lead.
Leads are the bread and butter for every sales team and conversions for every enterprise. The success of every marketing campaign is measured by the number of qualified leads that are generated. However, no lead generation campaign can be successful without capturing the buyer's mind share. By focusing on educating buyers, resolving their pain points, and establishing itself as the best possible solution in the market, a business can easily attract the best buyers in the market.
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