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Applying B2B lead generation strategies help your business increase leads, maximize ROI, and most importantly grow your sales.
“The best advertising is what satisfied customers do” Philip Kotler.
Definition of Lead
In B2B marketing, “lead” is defined as the record of a person who shows interest in purchasing a product or acquiring a service.
While there are several types of leads, the most relevant for B2B companies are those that show a high interest in a product or service and with which the chances of making an effective transaction are higher. These are called “Hot Leads” or “Qualified Leads”.
Year 2019 is near, and many companies are about to set up strategies to reach more and more customers in the B2B area. Unlike B2C, this area is characterized by an extreme specialization and by the presence of increasingly precise niches.
In the field of Lead Generation there are no strategies that work for all types of business and industry or trade sectors.
However, it is possible to apply logical schemes, sometimes determined by common sense, sometimes motivated by experience.
The B2B Marketing enjoys numerous innovations, including Marketing Automation, Marketing Analytics, Predictive Nurturing, automated generation of content and new approaches to Account-Based-Marketing (ABM) with the possibility of providing scale customizations.
As 2019 approaches, there are different predictions regarding the expected B2B marketing trends next year.
In the area of B2B or business-to-business, there are also several trends that are believed to dominate 2019, based on the evolution of this year trends.
Definition of BUSINESS TO BUSINESS MARKETING
Business to business marketing is responsible for creating, delivering and communicating the value of a specific product or service to a business customer, not to a final consumer.
And this change in the subject, in the final client, totally determines the type of strategist, language and actions that will work.
B2B lead generation trends that bring the best results
Buyers’ buying habits have undergone a radical transformation, those involved in marketing must work their way through the network and reach the target audience.
Now is the time to strengthen online visibility and establish trusting relationships with potential customers.
Content marketing is a strategy that focuses on the planning, creation, publication and online sharing of targeted and tailored content, built on the needs of the target audience, with the aim of attracting new customers to the site.
A well-kept and up-to-date company blog is undoubtedly one of the most effective tools to attract qualified traffic to the site. Create articles that are in line with the interests and problems of your target audience, trying to distinguish yourself from competitors by tackling the themes in an original way or with a different point of view.
Today, social media cannot be part of a B2B lead generation strategy.
LinkedIn is definitely the most used channels for B2B. It is the professional social network par excellence and has a markedly more business cut. Here, friendships are not formed, but contacts are created that are useful for purely business purposes, and advanced search tools allow you to create relationships with highly profiled contacts.
Advertising campaigns on LinkedIn, targeting individuals or organizations, can be extremely effective for increasing lead generation.
The CTAs are a sort of compass: they guide the user through navigation path and show them the way to the action we want to accomplish.
Optimize content with the best performance by including a clear and specific CTA. Make explicit requests: “subscribe now”, “share”, “follow me”, “and buy now”, etc. The less you leave room for doubts and hesitations the better.
Some best practices to create effective CTAs:
- limits the decisional power of the user using a single CTA within the page;
- Use a copy that clearly describes the action to be taken;
- Enter visual elements (colors, fonts, directional arrows, etc.) to capture the attention of the visitor;
- Use dynamic CTAs that follow the user when he or she shifts the page.
A pop-up that appears immediately when you land on a site can be invasive, while a strategically placed outgoing pop-up can be welcomed. If you are thinking of implementing an exit pop-up, here are some useful techniques:
- the alternative “Yes” or “No” instead of a classic CTA can increase conversions of 30-40%;
- Simplify texts as much as possible and make the most of an image;
- Use a responsive design to engage mobile users as well;
- Monitor the results with A / B test to see what works best for your audience.
Email marketing is one of the few online marketing channels that have been able to withstand the passage of time. Despite being a dated tool, e-mails are in fact one of the most widespread and effective means of communication in the B2B field and are part of every good lead generation strategy.
Video is becoming a crucial part of B2B lead generation as a growing number of B2B customers consults and appreciates this type of content.
70% of B2B researchers and consumers watch videos during their purchase process;
48% of them spend at least 30 minutes watching B2B videos for research.
To generate more leads through videos, you need to find the best distribution channel. Social media are the place where 53% of B2B buyers conduct their research before making a purchase decision.
Social Media Live Streaming
Live streaming through social channels has become a widespread method used by brands to engage customers.
The trend is catching on in the B2B sector, with more and more companies streaming webinars and webcasts for lead generation and for engaging existing customers (Lead Nurturing).
In fact, a study by an important research organization in the field of content marketing found that “live” video content is part of 58% of the content marketing strategy in B2B. And 32% of B2B marketers said webinars and webcasts will play a key role in the success of their content marketing.
These numbers highlight the importance of live videos for B2B promotions. If you want to generate more leads for 2019, then you should expect to compete with companies that conduct live streaming sessions to present their services and products.
Partnership with Influencer
The influencers stormed the marketing industry. While so far we have seen more in the B2C sector, in the promotion of consumer goods. This phenomenon is starting to have a major impact on B2B as well.
Expert opinions are among the most effective types of content for B2B buyers. However, only 15% of B2B companies are currently conducting influencer marketing campaigns.
The marketing trend of the B2B influencer is destined to grow.
Influencers, for B2B buyers will not be the same as influencing B2C consumers. Instead of social media stars and niche bloggers, B2B influencers are industry experts and successful entrepreneurs.
We hope this post gives you some ideas on what’s possible with B2B lead generation can do your business in 2019, and which areas you should focus on.
Do you have any questions, feel free to comment below.