Business-to-business (B2B) sales involve companies selling products and services to other businesses. B2B companies either sell items to another company so they can make their own products or meet a specific need.
The Purpose of a Good B2B Lead Strategy
In B2B sales, you’re likely to deal with several decision-makers within one company. In fact, salespeople engaged in B2B sales will need to work with an average of seven decision-makers. These people include CEOs, sales representatives, board members, and those in the financial and legal departments.
Selling to a group of people is different than pitching to an individual as in business-to-consumer (B2C) sales. The need to successfully make a pitch to individuals with varying perspectives differentiates B2B lead strategy from that required for B2C sales.
Relationship building is essential to both B2B and B2C lead strategies but takes on increased importance in the B2B arena. Here are some elements of a successful business-to-business lead sales and marketing strategy:
Know Your Prospects
Researching those you’re selling your product or service to will improve your chance of a successful transaction. Keep in mind, not every business prospect is a good fit. If you know this beforehand, you’ll avoid wasting time and energy that could be spent on quality leads.
Focus on Building Relationships
Typically, the B2B sales and relationship-building processes take more time in comparison to B2C. In B2B, businesses lose 45-50% of their clients over five years, which is significant and must be addressed.
To avoid losing B2B prospects, building and maintaining long-term relationships through a strong lead nurturing strategy is encouraged. B2B sales bring in more revenue than B2C sales as you’re dealing with companies, not individual consumers. When a B2B client is lost, thousands, not hundreds of dollars can disappear.
Build an Effective Website
Most B2B leads will do thorough research before making a purchasing decision. They will examine your website and social media profiles. Make sure these look professional, and that your website is easy to navigate and clearly states your company mission, background, and includes testimonials from satisfied clients.
Establish a Social Media Presence
Having a powerful social media presence is beneficial in many ways. It can offer your sales and marketing departments the following advantages:
Insight into your competitors and prospects
An avenue to establish credibility
A means for building trust with leads and buyers
Opportunities to reach out to prospects and buyers
According to Marketing Sherpa, 64% of respondents believe email marketing delivers the best return on investment. Email marketing is effective in cultivating relationships with business prospects and in nurturing them through the sales funnel.
As mentioned previously, relationships are a crucial element in B2B sales. Everything in your B2B strategy should revolve around building long-term relationships with business prospects. A strong business-to-business leads strategy will involve both the sales and marketing teams.
Your organization will appear more credible and trustworthy when the marketing and sales teams work together. Companies with a B2B strategy that features sales and marketing alignment are more successful in nurturing prospects into buyers.
Throughout the marketing and sales processes, both departments work together to provide a cohesive, smooth experience for prospects. Marketing produces valuable content at each stage of the funnel while sales provides personal and prompt lead follow-up. Both sales and marketing must do all they can to serve, nurture, and build relationships with each lead.
Market Alignment Goals
Your marketing message plays a big role in the success of your company’s B2B sales. Market alignment is defined as “the process of creating a marketing message that is appropriately aligned, or in sync, with the target audience the message is intended to persuade.” The goal of your market alignment is to deliver the right message at the right time to the right prospects.
This is achieved when you focus on the buyer’s needs rather than on emphasizing how good your company, products, and services are. Knowing your prospects, their pain points, and how your services and products can help, builds trust and a rapport. The early relationship-building formed by market alignment messaging improves the chances of a sale.
To fully understand which prospects your marketing department should be targeting, regular collaboration with the sales team is required. When marketing and sales are properly aligned, customer-centric messaging is incorporated into each sales funnel stage. Marketing can introduce market alignment messaging into content and sales can include it in lead follow-up and nurturing initiatives.
When sales and marketing aren’t on the same page problems ensue. Beyond the miscommunication and contradictory messaging issues that are bound to occur, misalignment can negatively affect the buyer’s journey. This lack of cohesiveness makes it more difficult to convert B2B leads into paying customers.
Issue #1: Poor Marketing Qualified Leads
A common marketing and sales misalignment issue is the failure to produce marketing qualified leads (MQLs) to sales. As a result, the sales team is stuck with poor prospects that do not respond to lead nurturing efforts. In turn, these leads fail to convert into paying customers.
Issue #2: Lack of Lead Follow-Up and Nurturing
Whether prospects are qualified or not, marketers can get frustrated at sales for not following up and nurturing the leads they are given. Once the marketing department hands off prospects to sales, its nurturing endeavors may end.
Issue #3: Poor Marketing to Sales Handoff
When the sales and marketing teams use different lead qualification requirements, the prospect handoff can cause problems. When prospective buyers are handed off from marketing to sales, mixed messaging can occur. Leads are quick to notice the inconsistency and may be hesitant to move forward along the sales funnel.
Issue #4: Lack of ROI Attributed to Marketing
In some cases, marketers don’t know how their lead generation impacts the company’s return on investment (ROI). This can alienate the marketing team and lower the incentive and motivation for your marketers to aggressively seek the new leads your company needs.
Strategies for Meeting Your Marketing Goals
Common B2B marketing goals include producing qualified leads for your sales team, creating valuable, targeted content, and building relationships with buyers. Successfully completing these tasks plays an essential role in bringing awareness to your brand, products, and services. These goals are more attainable when they are S.M.A.R.T goals (specific, measurable, attainable, relevant, timely).
Here are some B2B marketing goal strategies to try:
Establish MQLs Criteria: Work with your sales team to create uniform marketing qualified leads criteria. Only prospects that meet all of these established conditions should be referred to sales for nurturing.
Track Marketing ROI Contribution: Inform your marketers of how their lead generation efforts have directly contributed to the company’s ROI.
Involve Marketers in the Sales Process: Create opportunities for your marketers to sit in on sales calls and learn the overall selling process.
Utilize Marketing Automation Tools: Synchronize your company’s email and scheduling software between sales and marketing. Using the same program, a singular marketing message can be carried through in follow-ups by the sales team.
Create Unique Content for Each Step of the Buyer’s Journey: Marketers can create targeted content using buyer data, marketing goals, buyer personas, and lead generation strategies. The diversity of content is geared toward prospects in each stage of the sales funnel.
The foundation of your content marketing strategy should be centered around your buyers’ pain points and your company’s unique selling proposition. B2B leads will be more trusting of a company that demonstrates how it is focused on them and the ways it can help them to succeed. Referencing your company’s unique value proposition will make you stand out from your competitors.
Successful marketers build long-term relationships with B2B prospects, generate qualified leads, and help convert those leads into paying buyers. Throughout the buyer’s journey, there are opportunities to meet these marketing goals through content. Your content needs to build prospect trust, establish and reinforce brand authority, and resolve lead queries and concerns.
Your marketing content should provide valuable information to the right prospects, at the right time. The alignment of your marketing message should be adopted by your sales team when they interact with leads. Knowledge of the sales process will help form marketing content for each stage of the sales funnel.
Here are things to keep in mind when building relationships with B2B leads through content marketing:
Create a content library to guide prospects through the buyer journey
Share the content library with your sales department
Your content is for informing and educating, not selling
Keep the buyer at the center of your messaging
Use a variety of content pieces
To attract buyers, there must be sales and marketing alignment. Your market alignment messaging needs to be buyer-centered. There are many opportunities throughout the sales funnel to effectively use content marketing to reach prospects along the buyer’s journey.
Without a cohesive B2B lead strategy and sales and marketing alignment, you risk losing prospects. When your messaging is off, you may get unqualified leads.
A business must generate leads to be successful. Lead generation consists of content and media that nurture leads into paying customers. Digital marketing solutions and digital marketing channels facilitate the capture of quality leads and enable lead nurturing through digital media.
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The term digital media refers to the tools and programs that share information online. This content comes in many forms including audio, video, images, website content, web pages, social media, and email.
Digital media is most effective when it includes personalized content. So when your online messaging speaks to individual consumers, it builds credibility for your brand, service, or product. And when you put effort into content personalization, the reader will trust your brand and offerings and make a purchase.
Personalized content is also good for improving the visibility of your business website. Search engine optimization (SEO) is a digital marketing tool that utilizes unique, high-quality content to rank on search engine result pages (SERPs). According to WebFX, 75% of people do not go past the first page on SERPs.
As mentioned above, your digital media, or personalized content, can take many forms and appear in many places. Most content involves SEO website content and blog posts, social media posts, and videos. Your digital media is most impactful as a part of a digital marketing strategy.
Digital marketing is “the use of the Internet, mobile devices, social media, search engines, and other channels to reach consumers.” There are numerous digital marketing channels and techniques available to get your digital media noticed by your target audiences. The most common include:
Search engine optimization (SEO)
Pay-per-click (PPC) advertising
Social media marketing
A strong digital marketing strategy incorporates the above digital marketing channels and techniques. Your digital strategy should not replace your sales lead generation and nurturing strategy. Your digital marketing and sales strategies work best when used together.
Now that you understand what the terms “digital media” and a “digital marketing strategy” mean, we will discuss the combination of digital marketing and sales in the digital marketing sales process. This process incorporates sales funnels, lead generation, and lead nurturing. And it is using digital marketing channels to reach prospective buyers online, boosting your brand’s digital presence.
The five-step digital marketing sales process can be seen as the journey your customer takes from lead to paying customer. Researching your qualified leads and developing a content personalization plan for each stage of the buyer’s journey lays the groundwork for your digital marketing sales process. Here is a list detailing the five stages of the digital marketing sales process:
1. Marketing/Prospecting Your Target Audience
The first step in the digital marketing sales process involves coming up with your brand’s unique selling proposition (USP). This sets your company apart from your competitors and shows leads why they should do business with you. Your USP should answer how your business is unique and how your product or service fills a void within your industry.
Your USP and personalized content are ineffective if online visitors aren’t consuming it. This is why you need SEO, PPC, and social media marketing to drive traffic to your website. Once you attract website visitors, you will be able to track and analyze who finds your content useful and converts. Website visitor tracking enables you to further narrow your audience, fine-tune your target customer-base, and assess which types of content resonate most with your target audiences.
2. Building Credibility and Trust
The ease and quickness of digital transactions have made the internet a prime target for cybercrime and scams. Your potential customers will be extremely wary when choosing which businesses get their money. As the online storefront of your business, your website must give a good first impression.
Excessive sales solicitations are also prevalent online. Leads require nurturing to accomplish the goal of having them develop a relationship with your particular brand, product, or service. This connection is crucial to cultivating new customers. Companies that are seen as trustworthy both online and offline will be more successful in bringing their leads through their sales funnel and make a successful account growth.
Here are some things to consider when assessing whether or not your website appears credible:
Does it look legitimate and professional?
Does it have working links and high-quality images?
Is the site easy to navigate?
Does your content contain proper grammar, spelling, and punctuation?
Does it include clear privacy and security policies?
Is the product and support information easily accessible?
3. Escorting the Buyer
Due to busy schedules and the abundance of digital media that is readily available, most first-time visitors to any website are not yet ready to buy. When people land on your website, you will need to guide them to the point where they realize they have a need for what you offer. For this guidance to be successful, the organization, navigation, and checkout process on your website should be fast, secure, and simple.
Having detailed product pages, resources, FAQs, and testimonial pages, visible contact information, chatbots, and internal linking are some ways to make your website user friendly. Your website also needs to be optimized to fit the small screens on smartphones and other handheld devices and should load quickly. Your site should escort the buyer on their journey from a casual website visitor, to the checkout process and through post-purchase follow-up.
4. Presenting the Product or Service
After you guide website visitors to your website, you need to present your products or services in a way that shows buyers your solutions are the best available options for meeting their needs. Every product or service should include relevant, specific descriptions that answer any questions a prospective buyer may have. High-resolution images and videos featuring the products or services in action should also be included.
5. Closing the Sale
The ultimate goal of every business website is to make a sale or a desired conversion. For e-commerce sites, the goal is to get people to make a purchase. For brick-and-mortar stores with an online presence, a website can be used to get leads to sign up for a mailing list or schedule a call with a sales representative.
The use of digital marketing channels makes it easy to analyze the results of your digital marketing sales process. You’ll be able to see the impact of your digital marketing efforts on your sales strategy. And make necessary adjustments and improvements. Both digital marketing and sales are processes that include post-purchase follow-up.
Businesses can’t thrive without digital marketing. Even with a solid sales team and sales process, a company without an online presence won’t succeed. This is because consumers prefer the speed, ease, and accessibility the internet offers.
Today’s smartphones are small, portable computers. This allows consumers to make purchases anywhere, anytime.
According to Forbes Insights, 7 out of 10 senior executives use mobile devices to look up product or service information after they first hear of it. Most of them also use smartphones to conduct research and make buying decisions. The vast majority of consumers have a smartphone and use it for researching, shopping, and entertainment.
2. Easier Follow Up
In sales, follow up is crucial. Most consumers require 7 to 13 contacts with a sales professional before they are ready to buy. Digital marketing makes follow up quicker and cheaper through scheduled emails, retargeting ads, and personalized ads included in social media interactions.
3. Provides Buyers With Personalized Content
As opposed to a “one size fits all” message, digital marketing allows you to prepare more relevant and personalized content for each stage of the buyer’s journey. Digital media comes in many forms including blog posts, whitepapers, ebooks, coupons, and case studies. When you use digital marketing solutions, you can offer prospects a tailored sequence of content that takes them from lead to customer.
4. Measured and Optimized Results
With digital marketing, results are measurable. Whether it’s a social media ad or an SEO campaign, you can gather important data about leads and measure results to identify what’s working and what isn’t.
In sales and digital marketing, your time and money are better spent on those who see your products and services as the solutions to their needs. This is where lead qualification and social selling comes in handy. A sales lead scoring platform like LeadBoxer’s customer relationship management (CRM) program identifies leads most interested in your product or service.
LeadBoxer’s lead generation and lead qualification platform gives you insight into which prospects are most likely to find your digital media useful. Understanding who your target audiences are and which digital marketing channels are most likely to reach them increases the likelihood of successful sales conversions.
You wake up, check your phone, and immediately delete three spam emails without even opening them. Make your coffee, hop in the car, and encounter a handful of billboards on the way to work.
Drive home, tuning out the loud, angry men arguing on a talk show, and the ads that too frequently interrupt them. Get home, realize your sister’s birthday is next week, look up great gifts for cat-lovers, and send her one. Make dinner, using a recipe that was emailed to you by a food blog you follow and go to sleep.
We all encounter an endless barrage of marketing every day. Some of that marketing is effective and made with the help of sales AI, and some of it’s, well, annoying. This division between effective and ineffective marketing strategies can be acutely seen when comparing inbound vs outbound marketing.
This guide will cover the differences between the two, and offer tips on how you can use them to convert leads into sales for your business.
Outbound marketing is how your grandfather was marketing. It’s often referred to as the “classic” form of marketing.
To outbound market, companies initiate the conversation with consumers by sending messages out to them. These messages come in the form of television commercials, telemarketers, billboards, radio ads, and email spam, in other words—things that make your day a little worse when you see and hear them. If it was bird hunting, the company would be covering their eyes with a blindfold and wildly shooting into the air in the hopes that eventually, with time and enough bullets, they would hit something.
Effectiveness of Outbound Marketing
If that last description didn’t get the point across, let me emphasize here, outbound marketing is not a very efficient way for businesses to market. It’s hard to track the return on investment (ROI); it has trouble producing lead conversions, and it is becoming less effective with every day that passes. This can be attributed to the increased availability of customer data platform software designed to combat it, like email spam-blockers which continue to become more sophisticated, and the fact that with increased frequency, people are watching and listening to media on commercial-free streaming services.
Outbound marketing costs more than other forms of marketing, too, with a study by Doyen Digital finding that it’s 61% more expensive than inbound marketing strategies, and requires more labor. Yet, most organizations still spend an astonishing 90% of their marketing budgets on outbound marketing.
While outbound marketing requires you to start the conversation with consumers, inbound marketing is how you get consumers to start the conversation with you. Outbound marketing is screaming through a bullhorn a message consumers have no interest in hearing; in contrast, inbound marketing is attracting consumers to your site who are already interested in your product or service. Inbound marketing does this through content marketing. Some examples of content marketing include blogging, SEO, social media, and opt-in email marketing, where Mailchimp integration can help.
Effectiveness of Inbound Marketing
Inbound marketing has become more popular recently because it’s effective. It involves attracting and nurturing promising leads, using content to provide valuable information to customers, and in the process build trust with your clients.
A survey by CRM Daily found that half of the companies who started using inbound marketing saw a 25% increase in ROI. Inbound marketing had 30 times the lead conversion rate of outbound marketing. When asked which marketing tactic actually resulted in the most high-quality leads, 59% of marketers said inbound, 16% said outbound, and 26% said self-sourced leads.
Outbound marketing is much less effective than inbound marketing. It costs more, requires more work, but doesn’t actually drive more business for companies. Because of this, organizations who find that their marketing is ineffective should consider reallocating their budget and time from outbound marketing techniques to inbound marketing techniques.
79% of marketing leads will never convert into sales, which can largely be attributed to companies failing to nurture their leads. An excellent content marketing strategy for paying continual attention to your leads is email marketing. Email marketing is all about providing information to subscribers, increasing customer loyalty and retention, and trying to keep up a constant stream of traffic to your website.
Outbound email marketing involves blindly spamming people with emails that will likely end up in their junk folder, and even if they do see it, they will most likely delete it immediately due to their lack of interest. Inbound email marketing involves emailing interested parties through an opt-in option on your website, or through past interactions, they have had with your company’s online presence. It’s more targeted, more personalized, and much more effective.
Email Marketing Tracking
Tracking emails allows sales reps to identify and continue to stay in contact with their most interested leads. LeadBoxer’s Lead Scoring Feature makes it one of the best email tracking apps on the market.
Lead scoring allows you to identify how likely a lead is to convert into a consumer by analyzing their activity on your company’s website, social media, and emails. Their lead score quantifies their interest, enabling you to target them for segmented campaigns. And also, it’s crucial to know what IPv6 is.
You can easily use LeadBoxer’s Filter Feature to create successful segmented email campaigns. This feature allows you to focus on targeted customers, filtering profile data such as business information like company name, industry, size, and behavior like page views, URLs, exit links or visits, and marketing data like UTM tags or referrer.
The key to successful email marketing campaigns is personalization and finding leads to target. To do both of these things, you need to keep an organized contact list that is always current.
LeadBoxer’s Contact Management Feature helps you manage, identify, and nurture leads while tracking leads’ activities on your emails, website, and social media. It’s the ultimate tool for email lead generation. It helps you find contacts, adding their information to your database when they visit your website, limiting the amount of time you need to spend finding and reaching out to leads.
Inbound vs Outbound Marketing: Popular/Effective Types of Content Marketing
The first place people go nowadays when they have a question or are considering buying a product is their computer. More specifically, they turn to their search engine and can provide some buying signals.
SEO starts your relationship with consumers when they enter a search into their search engine. Using PPC campaigns, Google AdWords, and SEO keyword research, you can get your website, blog, and other online content to rank high in search engines so that it will draw consumers to your business.
It’s important to rank high because the very top listing on Google’s search engine results pages (SERP) gets 33% of the search traffic, while the second gets 17% of search traffic. In other words, if you don’t snap up the lead search ranking for your product or service, a competitor will.
Blogs are one of the most effective ways to increase and improve your SEO, driving more organic search engine traffic to your site. Websites with blogs have 434% more indexed pages and 97% more inbound links than websites that don’t. If you are looking to drive traffic to your business through search engines, you need a blog.
They are an affordable marketing strategy, easy to produce content for. And also build consumer trust through teaching them about their queries with informative, interesting articles.
Landing pages are the face of your business online. 80% of search traffic goes to the top 10% of landing pages, so you have to make sure that yours is focused to keep people reading and increase conversion levels.
A great way to optimize your landing page is by including a video. Landing pages with videos have up to an 80% increase in conversion rates.
Social media—not just for stupid videos and kids anymore. It’s a powerful business tool. The best way to increase your business’s visibility is by creating social media accounts.
Social media builds your brand, increases customer loyalty, and allows you to directly interact with customers. 71% of customers who had positive social media experiences with a company were likely to recommend that business.
Upgrade Your Marketing Strategy With Content Marketing
These content marketing strategies are best used together. Promote your blog posts on your social media, link to your landing page in your blog posts, increase your social selling index, and optimize your landing page with SEO. And don’t forget to think about the future of sales.
The most effective lead strategy methods are constantly changing, and for your company to succeed, you must evolve with them. If you aren’t reassessing your business plan and lead strategy tactics at least once a year, you’re missing out on opportunities to find new prospects.
We’ve compiled a list detailing the top lead strategy approaches for 2021, coupled with impressive statistics that will make you want to get started using them today.
Because consumers check their email 20 times per day on average, the logical place to start thinking about lead strategy is email marketing. This type of marketing is a great way to update customers about new features or products you have available, and more importantly, nurture potential new customers into purchasing your product for the first time.
The first step in developing an email marketing strategy is to implement a tracking pixel into your email campaigns. The tracking pixel will provide better statistics to measure email engagement and give real-time data. Use software that will integrate with website data for the most accurate view of users’ behaviors.
With only 25% of leads ending up being legitimate and converting into actual sales, a lead nurturing campaign based on software with cutting edge data analytic tools or sales AI tools is imperative for trimming the other 75% of leads that have no realistic chance of ending in positive sales outcomes. You can create lead nurturing campaigns with marketing automation workflows you set up, and then relevant information is automatically sent to the prospect based on what they viewed on your website.
If you don’t already send out a newsletter, you need to start. Newsletters are a great way to inform your current customers of your complete service or product offerings in order to cross-sell them on other services they need.
In the US, 75% of marketers generate their leads through event marketing. At events, you get to meet with people who are more likely to be interested in the services or products you provide since events all have a common theme or industry they serve. Also, conferences are a great place to show people your company’s brand and let them know what you stand for. Although in this new reality we all should think more about the future of sales.
Meet New People Through Networking
Networking—it’s been around longer than the internet, and it’s still important to include in your lead strategy. Networking is one of the best ways to build a great foundation to get to know other people who may potentially be interested in your services.
When you start going to trade shows, you can expect to see 5% to 20% of your new customer base being acquired at these events. When networking, you need to remember you’re not meeting these people with the intent of selling to them.
You’re simply making new business connections. Even if you’re able to help them, or you can sell them something they need, it shouldn’t be your top priority when attending networking events.
Cold Calling The Right Prospects
You might hear people say cold calling is dead, but the fact of the matter is, in 2020 cold calling was still relevant. When you combine this tactic with the right tools, it can be extremely effective.
Use a lead intelligence tool that can identify website visitors and provide you with their information. This way, you’re only calling people who are interested in your services.
90% of people say a video helps them in making their buying decisions, and 64% say seeing a video makes them more likely to purchase: Creating video content is a must.
You can start creating video content by hosting live and recorded webinars. Create a content calendar where you can schedule out topics as well as dates and times when the webinar will go live. Then, send people emails asking them to sign up for the webinar, and promote it on your social media channels.
Another way to get started with video content is by going live on social media platforms. You can do this from your smartphone, and you’ll notice you reach a larger audience compared to the response you receive from a standard image or video posts.
3.5 billion people are on some social media platform, making it an expansive marketplace to start reaching new people who fit your target demographic(s).
Facebook is great if you’re looking for a less formal way to reach your potential customers. 32% of Facebook users regularly engage with different brands on the platform, so you can expect people to engage with your page.
Post interesting content and images that will grab people’s attention and you can quickly build a large audience, even without advertising on Facebook. You can also read about the Facebook F8 preview. If you do decide you want to use Facebook advertising, you can do so without spending a lot of money. The average cost per click on a Facebook ad is $1.72.
LinkedIn is one of the best places for B2B companies to generate leads and is a must-have in your lead strategy. 89% of B2B marketers admit to using the platform for their lead generation. LinkedIn is also a powerful platform for international businesses, with 70% of its users located outside the US.
One of the best tools LinkedIn offers to aid in your lead strategy is their lead generation forms. These are specific ads that run on LinkedIn and are geared towards getting people to fill out their information so you can contact them about their product or service.
These lead generation forms work so well because people are actively engaging with you by volunteering their information, with the understanding that you’re going to reach out to them. That individual is no longer a cold lead; that person has now been converted to a warm lead ready to receive your pitch.
For companies that have an actual product and not a service, Instagram is a great place to showcase it. The platform only allows posts with images or videos, making it the perfect venue for grabbing attention with eye-catching photos. 90% of Instagram users follow one or more businesses, so posting on this platform can yield great results.
Public Relations Strategy
Most companies only look at public relations (PR) strategies after something bad has happened. But that’s like looking at buying car insurance after you have had an accident. With the majority of people having a cell phone and the ability to share videos online, your company could find itself facing a PR disaster overnight.
Consider hiring a PR manager if you don’t already have one. And work with them to start doing community outreach and implement positive campaigns before a crisis occurs. Be sure to fully inform employees about your company’s values and its guiding mission to prevent anyone from doing something that could be detrimental to your business. PR may not give you immediate leads, but its ability to aid you in cultivating your company brand is well worth the investment of time and resources.
Create A Content Marketing Plan
Blogging generates 3 times as many potential customers compared to outbound marketing, and it also costs 62% less than traditional marketing campaigns, making it a powerful lead strategy. However, it’s not enough to just create content and post it to your site; you need to have a plan that includes the following tactics:
Search Engine Optimization Plan
It would be nonproductive to create content, only to find you’re not showing up in search results. Or that people simply aren’t interested in the content you’re providing. This is why you need to create a search engine optimization (SEO) plan. This way you can understand the types of information your customers are searching for and develop your content accordingly.
A good content marketing plan can easily go wrong if you have a bad or outdated website. Google recommends websites aim for a loading time that’s less than 2 seconds. If you create a great article or guide that you know your target customer would love to read, but it takes too long for the page to load, odds are most people will not have the patience to wait and see it.
Therefore, keeping your website updated is an essential component of your lead generation plan and be sure to know all you need about inbound vs outbound marketing.
Start Generating Leads Today
Now that you know the top lead strategies for 2021, it’s time to get started. Check out this informative post on B2B lead generation strategies for additional information.
Business-to-business (B2B) demand generation is important for any business. It is especially crucial for start-ups, companies launching new apps, and those offering business services. Awareness of your business’ products and services involves demand generation marketing strategies.
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How to Develop and Implement a Demand Generation Marketing Strategies
There is an effective way of bringing positive attention to your company and its offerings through the development and implementation of demand generation marketing strategies. Below are the steps you can take to make sure your customers’ needs are paired with the solutions your business offers:
1. Create a Robust Content Marketing Strategy
When people visit your website and blog, they need to know what your company does and what it offers them. Your content needs to be clear, concise, informative, timely, and relatable.
A content calendar is a great way to regularly get information out about your brand. When people and search engines see you consistently produce original, quality content, your company will become visible. It will also be seen as credible.
Quality content is for both readers and search engines. Search robots will notice the keywords and relevancy of your content. When you provide important, useful keyword-rich information, your content will appear higher in search results. This will increase your brand’s visibility and expose more web users to your brand and its offerings.
2. Offer Free Content
You will be hard-pressed to find anyone who will refuse free stuff. When you’re looking for new customers to introduce to your brand, products, and services, you need to appear trustworthy. When you offer free content, you’ll establish your brand as an authoritative source in your market.
As people read about the helpful information you offer, they will become interested in your company and offerings. Some of the items you can offer for free include:
Social Media Posts
3. Engage Online, Particularly on Social Media
After you have content on your website and free offerings, make sure you share it on your organization’s social media pages. 53% of consumers are more likely to make purchases from brands that are transparent on social media. Your content must be authentic to your brand and share relevant, engaging content.
4. Partner With Influencers
Collaborating with reputable, well-known individuals in your market is another way to improve your brand’s online visibility and credibility. When your brand associates with a well-known influencer in your industry, your brand will get attention.
These associations through influencer research and outreach take many forms. Some of the common ways partnerships develop include podcast interviews, link building, advertising on industry-related websites, and guest posting.
5. Continually Measure and Tweak Your Demand Generation Marketing Strategies
Your work isn’t done when your demand marketing campaign comes to an end. Compare the results to your original goals and key performance indicators (KPIs). Did your B2B demand generation marketing campaign meet, surpass or fall short of those benchmarks? Continue to analyze it after its completion through the use of tools like Google Analytics and Facebook Insights.
Why Demand Generation Marketing Strategies are Essential
Brand awareness is the most important goal for 89% of B2B marketers. What is the importance of a demand generation strategy and why is it a “must-do” for your organization? Here are some benefits to this type of marketing strategy:
Help Make Small Businesses and Startups “Known”
B2B demand generation marketing strategies are crucial for any business. It is more important for start-ups and new brands who have yet to form a substantial customer base.
Demand marketing fast-tracks these new businesses in establishing credibility and trust with their customers. Once this happens, business and client relationships can form.
Increases the Conversion Rate = More Sales
59% of consumers are more likely to purchase a new product or service from a brand they trust. Bringing awareness to your brand through demand generation marketing is the first step in building this trust.
Builds Trust and Credibility
B2B demand generation marketing is most effective when customers have a strong relationship or connection with the company they do business with. Demand marketing exposes your brand and its products and services to business leaders through well-written, engaging, informative, and optimized content. Your online communication needs to instill a sense of expertise in your niche while also relating to the reader.
6 Tips and Tricks for Demand Generation Marketing
Below are some tips for B2B demand generation marketing your marketing team can use to spark interest in your products or services. And don’t forget about sales enablement for your team too.
1. Consider Your Marketing Funnel
According to Salesforce, 79% of a company’s leads never convert to a sale because 65% of companies don’t have a funnel or lead qualifying system in place, and of those who do have a funnel, the majority don’t have a way to measure its effectiveness.
When your company has a marketing funnel that is measured, you’re able to meet customers where they are in the sales and marketing process. You’ll be equipped to give customers the appropriate content and messaging that moves them closer to a sale.
The typical B2B funnel consists of six stages: awareness, interest, consideration, intent, evaluation, and purchase. Demand generation marketing addresses potential customers at the top of the funnel in the awareness stage.
For demand generation, you’re interacting with a large, broad audience that is not familiar with your brand, service, or product. You want to avoid any sales content. Instead, offer them blog posts, downloads, free ebooks, infographics, and engaging social media content. Here some of the best customer data platform software can help.
Remember to insert tracking on registration forms, emails, and webpages. The insertion of tracking on your business’ online properties provides valuable information about those curious about your brand. Some popular tracking programs to try include:
While demand generation marketing targets and engages with customers at the top stage of the funnel, it doesn’t mean you should neglect to implement a lead scoring system or have a strong lead strategy.
As with every business funnel, the number of customers who make it all the way through to create a sale is a small percentage of leads that entered the funnel at the awareness stage.
As leads progress through the funnel, the costs, and resources needed to keep them moving forward to make a sale increase. This is because they are qualified and are the most interested in doing business with you. A lead scoring system evaluates how likely a lead is to make a purchase.
4. Invest in Display Advertising
Most marketers today invest in online advertising. With the high competition for prime advertising real estate on websites, it can be difficult for new, small businesses with limited advertising budgets to compete. Especially when the future of sales post pandemic isn’t so clear.
Google has a suite of marketing platforms geared toward different budgets and marketing goals. Google Display Network consists of partnerships with millions of websites on which business owners can advertise.
The purpose of this type of advertising is not getting people to purchase your product or service but to create brand awareness. According to Clutch and WebFx, 55% of companies use display advertising and receive an average click-through-rate of 35%.
5. Offer Your Best
Rather than bombard customers with information, put your brand’s best foot forward by sharing your finest piece of content. Content should be informational, not promotional.
When you offer your best content, your brand will become recognized as the go-to information source. This is key in the long run as it forges positive relationships between your company and its customers.
Consumers who feel they can trust an organization will most likely become loyal to it. This benefits your business as loyal customers are easier and less expensive to retain than new ones.
6. Build Online Relationships and Credibility
Customer experience plays a bigger role in a company’s bottom line than ever before. Nearly three-quarters of consumers say good customer service plays a role in their loyalty to a brand. Conversely, negative customer service experiences cost businesses billions of dollars each year. Check out more about cost per lead on our blog.
Some customer relationship-building ideas include:
Show-off your expertise through your social selling, blog and website content
Be responsive, authentic, and transparent in your social media comments and direct messaging (DM)
Invest in producing YouTube videos where consumers can see the people behind your brand which will give it a personal touch
Participate in industry podcasts and online industry conferences
Get connected with influencers to review and talk about your products or services
Encourage customer reviews
LeadBoxer can help your start-up or small business with its demand generation marketing through lead qualification. With LeadBoxer’s tools and services, you can better connect with leads that are most interested in and in need of your services.
Although email marketing remains a popular marketing tool for many industries and brands, few realize that email tracking is a crucial tool for optimizing your business’s marketing strategy. New email tracking software and tools are constantly improving. But one thing that remains critical to the success of any email marketing tool is the email tracking pixel.
According to data from OMC, 19% of all “conversational” emails contain an email tracking pixel to aid in marketing campaigns and other lead conversion strategies. With millions of spam emails on the web, tracking pixels are often noted as a primary reason many email users block certain features. When used correctly, tracking pixels enhance customer experience through personalized, targeted content.
While there are many ways to create and name a tracking pixel, the most common form of it is a 1 pixel-by-1 pixel transparent image. It’s placed somewhere in the body, title, header, or footer of an email.
Marketers often use email tracking pixels in targeted email campaigns sent to a small group of subscribers. In order to prevent spam being sent to the entire email list. They are useful for gathering information about individual customers or subscribers such as browsing habits. So that individuals can be grouped for future campaigns.
Whether the email landed in a folder other than the inbox
If the email was read or clicked on
What time and where the email was opened
If any links or advertisements within the email were clicked and followed
At its base, an email tracking pixel is an image. The image is either a PNG file or a GIF file and must be downloaded in order for it to send information to the sender. The receiving server then downloads the image for correct functionality. And can block it in some cases.
If the recipient is automatically blocking images from loading.
When the recipient is displaying all content as text in received emails. This will block the tracking pixel.
If the recipient has software to block email tracking downloaded.
An email tracking pixel is unable to relay information back to the sender when any of these options are enabled by the recipient. Pixels provide valuable insights and are an advantageous tool for any email marketer. Even though there can be limitations to a tracking pixel because of a user’s setting choice.
When you use a tracking pixel, an email that is opened counts either when the images in the email are loaded. Or the user clicks on a link in the email even if the images are not loaded. Once the user opened an email, its data gathered and transmitted back to your email tracking platform. Where it is used for customer relationship, experience management, and in demand generation marketing strategies.
While they function similarly to internet browser cookies, cookies can be blocked by the user. Email pixels cannot be overtly blocked unless the user uses additional software. However, if tracking pixels are overused, they can significantly slow down your website.
Websites that are overloaded with tracking pixel tags lose traffic and render the pixels ineffective. Avoiding pixel tag malfunctions and website tag bloat is crucial to keeping customers coming back to your website. Overusing tracking pixels can slow down your website. This can cause inefficiency and an oversaturation of usable data that simply becomes confusing.
LeadBoxer specializes in email tracking. And relies on tracking pixels to achieve one thing: to create in-depth and accurate insights. They allow your brand to leverage compelling data for a competitive edge.
Email tracking pixels are the technical component that enables software access to various marketing information. The benefits of tracking pixels are also representative of the improvements to technology that have allowed for increased consumer insights.
Using an email tracking pixel has many benefits. On the surface, they offer your marketing campaign a variety of insights into one or more potential or current customers. This can help you personalize your email content for a targeted audience. At a deeper level, email tracking pixels are proven to increase click-through-rate. And also the likelihood of lead conversion.
You can also use tracking pixels for a variety of email marketing campaigns and account growth. While they can be tools to gather marketing information about groups of consumers, they are also useful as tools to reassert the importance and relevance of your products.
Retargeting or Remarketing campaigns are essential to reminding customers that your product exists and is worthy of consideration. Remarketing is slightly different from retargeting. This type of campaign focuses on reintroducing a current product offering. Often with the release of new improvements and updates in order to show that your company continues to innovate.
Remarketing campaigns work best with cross-selling and up-selling content offerings. And email tracking pixels offer a powerful tool for tracking these campaigns. When multiple products are featured as content within an email, it is useful to know which customers click which products. So that those customers can be included in further targeted campaigns.
This method of tracking customer product interest so that they might be included in a more targeted campaign is called retargeting. Retargeting campaigns are often most effective as the next step of a remarketing campaign. So that content is tailored to a specific, small audience likely to lead to a conversion.
Other Kinds of Campaigns
Tracking Pixels are not only useful for retargeting and remarketing campaigns. But also for any kind of email that you want your audience to see. Whatever product your brand is selling, whether it be software, marketing services, or high-end fashion, email marketing campaigns are still a great way to remind your customers that your brand is worth exploring.
Although the tracking pixel works essentially the same way, regardless of what kind of email you are sending, your brand can decide which insights you want to focus on based on the type of email campaign. For example, if your company wants to focus on getting the brand out with a welcome campaign or a standard promotional campaign, then you might focus on simply who clicks on a link to visit your page. And some basic background about the customer.
Once it’s determined which customers have shown initial interest in your brand or product, you might decide to run a new kind of campaign. It will be focused on finding out what products customers are most interested in. Or what parts of your website are most visited. Email tracking pixels attached to campaigns such as a seasonal, connect-via-social, or a cart abandonment campaign could all give you further insights into the interest level and buying habits of your customers.
After customers made a purchase or visited your website a few times, you can follow up with a newsletter, post-purchase drip, or re-engagement campaign. These campaigns, if instilled with a tracking pixel, can all continue to give insights. This can help you retain long-term customers through promotions, giveaways, and other benefits.
Tracking Pixels Improve Customer Experience
Tracking pixels are extremely helpful for customer experience management (CEM). CEM is the overall customer journey map for either a single customer or a group of customers. The information gained from tracking pixels not only gives you insight into specific details that you can use to market with greater success. These details can also help you organize and classify customers based on desired information.
The process of leveraging these tracking pixels to reveal buyer information begins with an audit. The technical process of running an audit on the performance of email tracking pixels starts with implementing a tag inspector scan. This scan runs diagnostics on issues related to your pixel tracking tags. These issues affect load performance, security, and privacy factors such as third-party website tags.
Managing tracking pixels accurately and efficiently ensures that your website avoids website tag bloat or tracking pixel overuse. Tracking pixels improve customer experience. Because brands are able to better predict the kinds of content or products that an individual or group of customers are interested in. Leading to increasingly targeted conversions.
Looking for More Help?
Using email tracking pixels to identify website visitors, control your data, and create compelling content in one place propels your brand toward creating a unique relationship with customers who are seeking distance from brand fatigue. Contact LeadBoxer to learn more about how its streamlined, user-friendly platform can help your brand generate quality leads.