How To Boost Your B2B Lead Generation Using Digital Marketing in 2019

Keywords: b2b lead generation, b2b sales, b2b marketing services, lead conversion, lead optimization, b2b marketing strategies, lead conversion.

B2B lead generation requires a quality understanding of how online marketing works. The basic technology is available to all consumers, and it is up to savvy B2B marketers to create memorable experiences for clients. Using B2B marketing strategies, online platforms can become optimized to produce quality leads on an on-going basis.

Sourcing the right tools

For quality B2B sales marketing, sourcing the right tools can make all the difference. Companies are using sophisticated tools leveraging AI and Machine Learning. These tools can also be incorporated into core marketing practices outside of digital as well. Using the right digital tools can lead to better lead conversion, along with deeper outreach into targeted markets.

Social media research tools help in gaining insights about the latest trends in B2B marketing. Every industry will have its own unique insights required to be processed. Within each industry will be sub-sections that will have to be studied as well, e.g. IoT automation, Textile wearables, etc. Digital marketing tools can help uncover valuable insights that can be leveraged in the B2B marketing strategies developed.

The right tools can also shed light on consumer activity as well. These tools bring new insights into how consumers are interacting with the industry, bringing B2B clients greater messaging optimization. Lead optimization techniques can be performed to perfection, once companies understand what consumers are looking for from their marketing activities.

Communicating the brand value proposition

It’s important to communicate the value proposition that the brand offers. Regardless of whether it’s a large firm or a small B2B startups, the messaging must be pertinent to the clients. The concept is industry-agnostic, with many in the B2B space engaging with quality messaging. Companies can communicate the messaging through online mediums, email marketing and other tools in their strategy.

Communicating the value proposition the right way is important. Many B2B marketers have been doing so the right way via email marketing. They outsource email marketing to a qualified vendor and experience results almost immediately. That’s why more than 79% of B2B marketers credit email as the most effective demand generation channel.

Additionally, when it comes to SEO, research from New Media Campaigns has shown that organic SEO is about 6 times more effective than any other online medium of acquisition. This shifts the perspective of digital marketing to include every point across the acquisition funnel. Inevitably the conversation shifts towards messaging, which needs to be optimized as well.

B2B firms often create dynamic landing pages and conduct regular A/B testing on their messaging. This helps in refining the message further so as to create more efficiencies. Leads can be acquired at scale, with an increased emphasis on communicating the right way. With the right messaging and targeting settings, companies can see lead conversion rates sky-rocket.

Developing a robust marketing strategy

A corporate marketing strategy must be robust enough to include core digital marketing principles. It starts with research and needs scale to truly see growth. Lead generation, along with effective communication, can be the greatest source of strength within the marketing plan. There is also a need for lead conversion, which a robust marketing strategy can account for.

The difference between good marketing strategies and unsuccessful ones, is the depth in which the plan goes. There may be critical questions that arise when formulating the plan.

• Should we drive traffic to a landing page or to social media pages?
• Will email marketing be leveraged throughout the campaign?
• How do we build a true foundational relationship with B2B clients?
• Can the digital marketing plan account for emerging technologies like AI?

These and many more questions must be answered in order to have a robust marketing strategy. After this, B2B marketers can focus on acquiring the right technologies and skillset to execute the plan of action. With a firm goal in mind, they can start to conduct outreach programs that deliver on true value.

Companies can also focus on A/B testing a wide range of channels outside of messaging. From analysing channel strength to exploring new opportunities, A/B testing can be one of the most helpful tools in the B2B marketing space.

Acquiring the right team (outsource/in-house)

It’s important for B2B marketing decision makers to have the right skillset developed to execute. B2B leads can get generated at scale, only if there is a dynamic team leading the way. That’s why many companies opt for outsourcing the initiative to third-party vendors who can provide efficiencies. These companies work with a myriad of brands in the B2B space to provide quality services within the set-out budget.

These companies have a lead-generation focused mindset and thus suggest strategies that deliver on that objective. Whether that be through social media or search engines, lead generation is considered the primary goal. These companies are also specialized to handle scale, and target audiences based on industry research available.

Acquiring the right team is a critical component of a B2B leads program, as digital marketing depends on quality talent leading the way. Otherwise, the spends may be dripping towards inactive practices that haven’t generated true value. While digital marketing takes time to show results, B2B marketers must focus on the goal of generating leads as a core component of the strategy provided.

Generating quality leads using online marketing

The need for B2B marketing is to generate quality leads. Otherwise the leads may start racking up, but nurturing practices would expose weaknesses in the lead quality. That’s why leads need to be of high-quality and generated via quality online marketing practises. These include social media, SEO, SEM and content marketing. The brand must be reflected well, in all online outreach programs for lead generation.

Talk to the experts at B2B In Demand, and we can help set your business up with optimum lead generation services. We specialize in B2B sales and offer a myriad of tools including account-based management, data analytics and B2B market research. We also help businesses reach their lead generation goals so that they can focus on building products that scale.
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