Majority of B2B marketers are aware of the benefits of lead generation technology, with most of them adopting the tools helping them increase the volume of warm leads created, better segment those prospects and improve targeting efforts to reach out the target businesses.
As per a recent survey conducted by Salesforce, B2B marketers have realized several benefits from their lead nurturing programs. Over 36% emphasized the programs are helpful because they generate a large volume of leads, this was the most popular response. The other 26% cited the ability of lead nurturing programs to segment prospects based on their interests and behaviors, while the remaining 26% also mentioned the programs’ ability to improve targeting and segmentation.
As it turns out, the capability of lead generation programs is due to its capacity to simultaneously maximize the volume of new potential customers while still maintaining high levels of quality that is a potential key for B2B marketers.
Another survey conducted by Ascend2 about B2B marketers revealed that improving the quality of leads and getting new customers were the most noteworthy goals.
Avoid Leaky Bucket Effect
The most common mistake that B2B marketers commit is heavily investing on resources, metaphorically, pouring water into leaky buckets. Instead of fixing the bucket (the marketing funnel), they pour more water (traffic) into the bucket in the efforts to bring it to the brim which is all in vain.
This is a classy example of inflated acquisition costs fetching below-average results.
The main perpetrator here are the landing pages, to be precise, your forms. Forms separate your leads from non-leads and tend to have major impact on conversion rates and overall lead generation results.
Optimizing your forms by using tools such as Leadformly should be the priority to ensure that you are not leaving leads behind from your marketing campaigns.
Nail your ‘ideal customer’ profile
The ‘ideal customer’ is the foundation that underpins all decision-making about ways to allocate B2B marketing costs. Both your sales and marketing units will have to pitch in for the data to correctly design or identify what your ideal customer looks like.
Study your client database and you should be able to figure it out which are possibly your best and most profitable customers to your business, and those least valuable. Understanding this helps you streamline your lead generation efforts and target only those leads which are very likely to convert into your valued customers.
It’s not mere traffic you need; it’s targeted traffic. And it’s not just leads you want; it’s qualified leads.
SEO should be robust for your website
When you optimize your website, people searching for online information with keywords related to your website content can easily find you. This is an excellent way to get traffic that’s consistent, targeted and free.
The better your SEO, the more visible your website will be in the search engines. And that translates into more leads for your business.
The key is to develop core content that use keywords your ideal customers frequently use to search for information about your business and its offerings. Then market the content to get people talking about it and link it from their own websites.
Capture and foster leads through email marketing
Truly speaking, the conventional method of B2B email newsletter has essentially lost its marketing effectiveness.
Currently that would not suffice to get into a prospect’s email inbox frequently with bland and salesy repetitive content which reinstates your prospects of their belief that you only care about your bottom line.
To capture and nurture genuine B2B leads, you need to engage your prospects with the ideal content that educates, entertains and empowers them every time. You need to go that extra mile to find out what their pain points are and how you can address it.
Your ideal customers need to know, like and trust you before they decide on buying from you. Before you push it overly and close the sale, make them see you as an expert. And if you can consistently come across as a likeable and caring expert, that’s even better.
Conclusion
As more and more B2B marketers depend on lead generation programs to grow their business, there are many who also invest on their tryst with content marketing strategies to help find new business.
But before we jump the guns it is imperative that you get the foundation right and ensure that you are able to capture and convert a large percentage of leads from your Lead generation campaigns.
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