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Having more leads isn’t always a good thing if those leads aren’t good leads! One of the most crucial things in B2B lead generation is to be able to tell a good lead from a bad lead. This is important because if you can distinguish between good and bad leads, it can save you a lot of time, efforts and costs.

So what are the advantages of identifying good leads?

• Utilize the time and efforts of resources in the right direction
• You can invest time in nurturing the good leads with good results
• It’s easier to convert good leads into business quickly
• You can shorten the sales cycle
• Utilize data to decide the strategy ahead
• You can achieve good and expected ROI as per your plan

How to tell the difference between good leads and bad leads?

Good leads are more prepared to buy from you or they at least have shown some interest in your services. If a prospect has downloaded a content asset and is further interested in contacting you, it could be a good lead. On the other hand if a prospect has only visited your website or only downloaded the content asset but hasn’t taken any further action or isn’t responding to your communication, it may be a bad lead.

Having more leads isn’t always the best thing to happen if the leads aren’t good leads or even worse, if the leads are bad leads. Getting those quality leads into the funnel is one of the biggest challenges of lead generation. If you get bad leads into the funnel, then you may end up spending millions of dollars on bad leads and waste your time and efforts in nurturing them with no results.

Here are some ways to get those good leads into the funnel-

Focus on the buyer persona-

You have to generate good leads and the first step is to know the prospect very well. You must create the ideal customer profile and focus on the buyer personas. This will help you to create the right messaging for your leads. If you send the right offers and messages to leads, you are actually generating good leads. If you offer them what they are looking for, you can then generate interest and these leads will then respond to you thus becoming the good leads.

Nurture leads-

Nurturing them with the right content assets and messaging is an important step in creating good leads and driving those leads into the sales funnel.

Nurture them with email marketing and initiate response to generate good leads. Generate demand for the leads which are not able to take a decision on their own. These leads need hand-holding and some help in identifying the best solutions for their challenges. Be their guide, advisor and problem solver.

The MQL factor-

MQLs or Marketing Qualified Leads are already qualified to be in the funnel and these are most definitely the good leads that are ready to be Sales Qualified Leads (SQL). MQLs need nurturing and even though they are likely to buy from you, eventually they may or may not. Hence one must also focus on SQLs as they are most likely to convert into business.

Conclusion-

It is not very difficult to tell the good leads from the bad ones and if you use the above techniques it will reduce your lead generation challenges. You can also assign values to leads; segment the audience, implement lead scoring to create more possibilities of lead conversion.

In today’s digitized world, buyers have multiple options to choose from when it comes to finding solutions and selecting vendors. They are ready to move on if they do not get the perfect solution to their problems and they also rely on their own research to reach a buying decision. In such a scenario, B2B marketers need to up their lead generation and demand generation game and make it more buyer-driven.

Orchestrating your multi-channel hustle could be a way to get those leads into the funnel. You can ramp up your ABM strategies, focusing on content syndication to amplify your chances to be a known brand to the niche` audience and other things could also pave way to more leads and conversions in B2B. But nothing will work at its best if it’s not buyer-driven.

Your leads are your customers who decide the fate of your business. So as a B2B marketer, aligning your solutions with customer needs and making all your marketing efforts buyer-driven can help you to create more sustainable results with long term benefits.

So how does one create buyer-driven strategies?

Data is the one thing that can help you to adopt a buyer-driven strategic approach for better results. Poor quality leads is the result of poor quality data!

Duplicate data, invalid formatting, lack of email validation, siloed data are some of the common factors that can affect lead generation and demand generation. Lead data management is the need of the time.

Data can help you to understand the prospect and his needs, where he comes from, what are his core pain-points and what kind of a solution he is looking for. Without this clarity it is difficult to feed good leads into the funnel.

With good and verified data it is easy for marketers to segment the leads. You can even implement BANT more effectively and categorize leads as per their budget, authority, need and timing. This is an important step in lead qualification.

Data can also help enhancing the quality of Marketing Qualified Leads (MQL). If you hand over the right MQLs to the sales team, they can qualify to be the type of SQLs that can convert quickly into business. This has an impact over the sales cycle and over revenue generation.

Quality of data is the precursor on which you can build your successful lead generation and accelerate sales and revenue.

Conclusion-

Data verification, data management and data optimization are the three pillars of successful lead generation and demand generation in today’s crowded and digitized world. Better leads will make your customers happy and you can develop long term business relationships with them. In short, data can help you to create sustainable lead generation business which can ease the challenges of B2B marketers.

It’s never too early to plan your next lead generation strategy. Converting leads into business is the one goal of B2B. To make it easy and less challenging, marketers can plan ahead and create workable lead generation strategies by analyzing the past and present trends and also continuing with the strategies that have worked best so far.

Let us check some lead generation trends that will continue to prevail and drive more sales in 2023.

B2B marketers focus on MQLs and SQLs when it comes to converting leads. Marketing efforts drive MQLs and these leads are then passed on to Sales. SQLs are leads that have shown enough interest in your services and are ready to talk and engage in making a buying decision. Lead generation isn’t a one-size-fits-all process and it needs to be customized or tailored to suit the type of business. Here are some top techniques that will continue to reign in 2023 and can impact the goals of most B2B businesses.

Content

Content is the fuel for lead generation. Today, with the right messaging and content assets you can attract, delight and engage customers. It is one of the best tools you can use to build robust relationships with prospects.

B2B market has already seen the importance and critical role of content in the past few years and it continues to stay at the top of the list when it comes to attracting and nurturing leads into business.

Get the best resources onboard and create outstanding content that is relevant to your audience, Create meaningful and helpful content through e-books, white papers, infographics, email content and you can attract leads and generate demand too.

You can create content for each stage of the funnel as the interest level of the target audience in each stage of the funnel varies. Understand the prospect and generate content that will interest them and eventually drive them to making the buying decision.

Social media-

We have said this before and we are saying it again- Leverage the power of social media and optimize its use as per your target audience. When in B2B, enhance your presence and online interactions through LinkedIn. Make sure you are using the channel or platform that aligns with your business type and audience. You can continue to engage through social media posts, sharing insights, infographics, sharing downloadable assets and building effective social media communication skills and networking. It can have an impact on the long term business relations that you can develop through conversational marketing and influencing your target audience through insights. Have a comprehensive strategy that can work the best for your business.

Trade Shows-

It’s a comeback of sorts for trade shows and face to face interactions and it is already showing a positive impact on sales for B2B companies. Though trade shows are catching up slowly, this must definitely be on the top of the list of strategies for B2B sales and leads now and in the near future.

Before your competitors meet your target audience you need to grab the opportunity to be present in trade shows and interact face to face with your prospects to delight and engage them.

Conclusion

As we move on to the next half of 2022, it’s important to analyze and monitor the past and present outcomes of lead generation campaigns and also know the upcoming trends, the dynamics of the market and what your competitors are up to. These insights will help you carve a stronger and more result-oriented lead generation strategy for the coming year and more.

You have the vision, expected results, tools, resources everything in place to roll out that killer Demand Generation campaign. Now the big question is – Which steps do you need to strategize the actual campaign for best results? If you are at a similar junction wondering about how to create the best possible plan for your demand generation campaign so that you get the desired results, this blog is for you!

Turning your vision into action will activate your path towards results. Here are a few things you can do to get those results in Demand Generation-

Focus on Revenue-

The best way to work at times is to work backwards, that is focus on the end result. Revenue generation is one goal that is common to all the campaigns that are designed with different marketing techniques. Make sure everyone in the team and across relevant functions are focusing on the revenue model and that they are clear about the goals. Let each resource understand and assume responsibility on their part and their roles at different stages in the funnel.

When you work on the revenue-based plan for generating demand, you have better clarity on roles, the stages of the funnel, content requirement in each funnel, and in case one part of the funnel fails to deliver, you can always be prepared to compensate through the other parts of the funnel.

Set strategic goals-

• Use your account based knowledge and methodologies to execute Demand Generation plans
•  Know the prospects well, have as much knowledge as you can about these prospects or targets and then make the plan
• Select the best of leads and accounts to increase the probability of lead conversion
• Create customized messaging and email marketing campaigns to engage them for results
• Let sales and marketing be on the same page and hence work towards collaborating both the teams
• Analyze results each time

Monitor and analyze results-

After all the planning and execution, it’s important that you monitor and analyze results. This is not only to evaluate the strategy but also to know the performance metrics and where you can improvise. Results from reach campaign must be analyzed.

Conclusion-

Demand Generation is a complicated B2B process and it takes time before you see the results. Hence strategic planning and execution is critical to succeed in Demand Generation. You can focus on knowing the customer well, work with Account-based approach and evaluate results to improvise each time.

ABM (Account-based Marketing) can be a game-changer when it comes to B2B sales and marketing. It can give you long-term business outcomes with consistent revenue and strong customer relationships. If you want more results out of your existing accounts or if you are aiming at getting new accounts, you must review, analyze and fine-tune your strategy with some useful techniques.

ABM can help you sail into 2023 with high-value accounts and more conversions. However, poor alignment between sales and marketing is one of the top challenges of ABM in B2B. As per the Demand Gen Report; lack of resources could be the reason for this problem. While increasing your dollar-spend to hire more resources could resolve the issue; there are other solutions that marketers can try out in order to optimize ABM.

Here are some of the top techniques that you can use to make the best use of ABM for sales and marketing returns-

Intent-

Today Intent data can be the guiding light to B2B marketers as it can be a great tool to prepare and create insights for building solid strategies. Intent data can be used to fine-tune your existing or new ABM strategies. Monitor online intent signals and map the customer journey with the help of intent so that you can narrow down your focus on high-value accounts to succeed at ABM.

Tread new territories-

Most often than not sales and marketing teams may fail to experiment or explore new target audiences. This may stop them from exploring new markets; new audience and one might lose out on new sales opportunities of high value ABM accounts.

Another tip is to avoid repeating the same ways or methods to create new opportunities. For example you need not always go by the same old geographical territories. Sales teams must explore other avenues such as companies in different markets, industries etc.

It’s about breaking your comfort zone when it comes to targeting high value accounts and increasing your chances at success. So be open to new markets and find out if your existing market can be widened or may be it is time to break out of the primary market and explore more.

Review existing ABM accounts-

Sometimes you do not have to go too far to learn, all the learning material and education you need might be right there with you. All you have to do is simply review and analyze your existing accounts and you will know what’s working right for you. Use those insights to leverage and optimize new accounts and create innovative strategies to narrow down on your audience.

Conclusion-

You can stay ahead of the curve in the dynamic B2B market by being constantly aware of the changes in the market and grasping new techniques. For successful ABM, you should invest more time and efforts in research, keep learning new trends, review the existing accounts and make use of intent data.

Lead generation challenges can cost B2B marketers a lot of time and resources. These challenges also mean a loss of revenue and sales opportunities. While B2B companies are working in extremely complex structure and ambience, marketers are now shifting towards data-centric lead generation, Omni-channel marketing, ABM and intent data. These techniques can reduce the challenges of B2B marketers today.

Data-driven techniques or intent data can drive lead generation and demand generation and can lead to better engagement, more conversions and more revenue.

Let us see some common challenges of lead generation and their remedies-

Using data effectively-

Almost all B2B marketers go through the data drill and are aware of how important data is for B2B. But many people are still not aware of how to use or implement data for B2B sales. With the overwhelming amount of data being produced or being made available to marketers, processing it and breaking down its complexity is a big challenge for B2B companies. It’s a difficult task to collate data from different sources, verify it, cleanse it and use it for the benefit of sales.

The solution to this is the use of intent data. Intent data is information that is collected about a prospect’s interest, websites they have visited and which products or services they are currently in the market for.  Targeting prospects using the specific intent data, allows a company to reach their best prospects, shorten the sales cycle and increase ROI.

Validated and in ready to use form; if you know how to implement it, intent data can be your power-house tool. Data with great insights into buyer persona, buyer behaviour is what marketers need today. This can help them draw a strong demand generation strategy that is sustainable.

Need for quality MQLs:

Here’s another potential element of sales- MQL (Marketing Qualified Lead). This is an important component of the funnel and can decide the future of your B2B sales and revenue. However, identifying the right MQL is a challenge for many marketers. And once you identify the right MQL, you can then transform them into SQLs.

Again, the solution here is intent data. Working with the right intent data vendor can reduce your MQL challenges. Select the right vendor who understands the value of data and how intent data can be put to use. The vendor should also be able to provide the right data as per the requirement. This data should be aligned with the goals and objectives of sales and marketing and lead generation. This will help you to find the right MQLs that are high potential and can easily convert into SQLs and into business.

Conclusion-

The information that one collects about a prospect and his interests such as mapping his digital footprints, websites they have visited, the products or services they are currently in the market for is called as Intent data.  Using specific intent for targeting prospects can allow a company to reach their best prospects, shorten the sales cycle and also increase ROI.

Intent data can be great solution to many B2B challenges today. As a B2B marketer of 2022, you must also know the buyer well, know the buyer’s journey and have the right insights that can help you to create a strong demand generation and lead generation strategy.

If you want to invest in ABM (Account-based marketing); you must stop thinking of ‘engagement’ as the objective or end-goal. ABM can bring value through strong relationship building and communication. This new-age technique is a clever tool that can get you value for money. Through ABM, you can influence and build relationships with high-value targeted accounts or organizations. Tailored content and exclusive strategies for these high-value accounts can bring great results.

Many marketers have already embraced ABM and yet it needs to be fully explored for maximum benefits. Let us discover some simple steps to enhance ABM results through this blog.

Here are some steps that can help you to unlock the true potential of ABM-

Identify high-value accounts-

While you aim at ABM as a mainstream marketing activity, the types of accounts you select matters a lot.  It involves communicating with the customers and analyzing if their present and future needs are aligned with your business proposition.

ABM is also for existing accounts. You can determine the scope of growth of the current accounts that you have and identify them as high-value accounts. You can then plan exclusive strategies that can focus on long term relationship building and revenue generation.

ABM can be for existing accounts but it is also for new revenue generation. You can focus on relationship building and management, and target new ABM accounts for more business.

Know these accounts thoroughly-

Your selection should be based on deep insights that you need to gather about the accounts or organizations you want to target. And once you have made your selection of particular accounts, you need to find out more about them and get more insights about these accounts for successful implementation of ABM strategies.

How to collect insights for the accounts you want to target?

• Conduct primary and secondary research to know deep insights for relationship building
• Interview account directors and other stake holders to identify the right accounts
• Use intent data to gather intelligent data and action-oriented insights to for successful implementation

Focus on content and messaging-

Once you have done the ground-work, it is time to communicate your value proposition. This is the most critical part for both conversions and relationship building. What you say and how you say it will stay with the prospects or people involved in the target accounts. Make sure your messages are specially crafted for these high-value accounts. Include empathy and demonstrate it through your exclusive messaging that addresses their challenges while offering customized solutions.

Conclusion-

There can be more number of ways to build a smart and workable ABM strategy, but for success you need to do the ground work well. Therefore, the accounts that you select, the knowledge that you gather about these accounts and the tailor-made messaging you select can determine the success of ABM accounts in today’s B2B market.

High impact B2B sales and marketing activities can be demanding and can get very expensive. Since B2B today focuses a lot on personalization, marketers need to find the best possible method to enhance personalization and also make B2B cost-effective. ABM (Account Based Marketing) can be a great option if you want conversions and higher ROI. ABM can drive personalization and can be quite cost-effective bringing the desired results.

The very reason why B2B marketers should use this technique is because ABM leads you to focus exclusively on high-value accounts, and high return accounts that can bring a lot of B2B success. With account-based marketing, you can scale personalization and create opportunities for converting more leads.

According to a survey conducted by Gartner, the best way to engage buyers is to personalize communication. Relevance matters a lot in B2B and account-based marketing can help marketers address business challenges of the customers and build long term relationships. This is possible because of the high level of focus that ABM facilitates and marketers can therefore make the best out of this exclusivity.

Here are some benefits of ABM at a glance-

• ABM is result-oriented
• It allows marketers to scale personalization
• Helps build long term business relationships
• Creates highest possibilities of ROI

Account-based marketing is a high-priority marketing technique. One can leverage ABM by taking the following steps-

Identify high priority accounts

The first rule of ABM is that sales and marketing should work in collaboration for best results. Marketing team should work closely with sales team. The next thing is to identify ideal customer profiles, based on high-value data. Data plays an extremely crucial role in ABM as it does in other sales and marketing activities.

Identify needs of the target accounts

Data plays a vital role in ABM because marketers need to collect insights about the needs of the target accounts. Without data it can get very challenging to know what the customer wants. As an ABM expert you must be able to understand each account and tis challenges well. You must be aware of a lot of insights about the buyer’s journey, the budgets, decision-makers in the account or organization, stake-holders, roles and responsibilities and more.

Create personalized content

B2B thrives on personalization! Messaging plays a key role in ABM and other main-stream sales and marketing activities. Email marketing can enhance personalization in ABM. Create relevant messaging that can help the customer to identify the solution. With relevant and personalized content and messaging, the customer is most likely to buy from you. This helps in high-value accounts as ABM is about focus and exclusivity.

Conclusion-

ABM is a cost-effective and result-oriented marketing technique. With ABM you can reach the target audience at a relevant time to convert more leads quickly. Leverage personalization to cater to high-value ABM accounts and increase your revenue successfully.

The pattern in which B2B buyers are evaluating and purchasing products and services has changed drastically over the past two years.  With digital-first B2B buyers, customer-focused data and data-driven decision-making is becoming crucial. In today’s digital context, data means knowledge and knowledge is power! Therefore, insights-driven campaigns are getting popular amid B2B bringing the spotlight on to the powerful tool of today’s B2B market called intent data.

Before we talk more about the advantages and benefits of intent data, let us see some common data challenges that B2B marketers face today—

Data challenges faced by B2B marketers

• Lack of a unified database
• Lack of efficient data management and organization
• Unable to gain knowledge about the customers due to scattered data
• No value from data and lack of predictive intelligence
• Absence of intelligent insights due to poor data
• No scope to prioritize or segment leads for better B2B conversions and results

Intent data offers incredible benefits of timely engagement and hyper personalization making B2B sales and marketing more effective.

Here are some more benefits of intent data-

• Customer-centric engagement
• Helps in identifying precise solutions for specific target audience
• Provides customer-focused data and insights
• Enables data-driven decision making
• Shortens sales cycle
• Helps in ABM planning and implementation
• Provides behavioral data that indicates prospects’ interest
• Timed action can be taken due to intent signals

Things you achieve with intent data

Improved conversion rate-

Intent data signals can tell a lot about your customers. It can highlight where the customer is in the buying cycle and most importantly it can reveal insights about when the customer is most likely to make a buying decision.

These insights can help marketers stay prepared and be present in front of the customer before he takes the buying decision or approaches any competitor. It can also help marketers to create customized solutions as per the customer’s needs and challenges. This increases the conversion rate and ROI.

Increased sales velocity-

Intent data can help B2B marketers accelerate sales. It can help vendors to enhance lead scoring and identify high-value leads that can easily convert into business. This shortens the sales cycle and marketers can accelerate lead conversions and sales.

Increased data efficiencies:

Inefficient data handling, management and organization leaves a room for a lot of errors and this can lead to slowing down of the lead conversion process.  Data is very critical in B2B sales and marketing and intent data is the best tool to help you to accelerate sales. It can help organizations to carry out effective sales and marketing.  

Conclusion-

Intent data can offer a cohesive and structured data for B2B enterprises; the kind of data that actually works. Without data it is challenging to run successful lead generation, demand generation or any other B2B activities today. You can accelerate sales, get to know buyer personas and increase lead conversions with intent data.

We partner with Bombora, the leader in intent data that collects B2B intent, demographic and firmographic data at scale and thus can help you enhance lead conversions and sales.

Today’s customers are everywhere on the web. In order to attract customers, marketers need to be present on different channels and platforms. Multi-channel marketing is therefore gaining popularity, as it is proving to be helpful in widening the reach of b2b vendors in the market and enhancing lead generation and conversions.

This blog highlights different aspects of multi-channel marketing, its various challenges, some necessary strategic elements to make it effective and its impact on lead generation and sales.

To begin with, let us take a quick look at some statistics about the current state of multi-channel marketing—

As per the research report by Ascend2, almost 67% of marketing professionals feel that multi-channel marketing strategy is somewhat successful in helping them achieve their business goals, whereas, 23% marketers feel that multi-channel marketing is very successful or outstanding compared to their competitors.

The fact about multi-channel marketing is that it is a strategic marketing activity and it needs to have some essential elements to make it really successful.

Let us see some strategic elements necessary for the success of multi-channel marketing. But before that, lets us deep dive into some of the major challenges of multi-channel marketing.

Challenges of multi-channel marketing

The market is buzzing with new ideas when it comes to b2b sales and marketing. But not all techniques succeed at all times. There are many challenges that marketers have to face when it comes to implementing activities such as multi-channel marketing.

So, what are some of the most critical challenges?

Other than the above, there are some more challenges that marketers have to face such as conflicting data, disconnected technology stack etc.

Analysis of results is important in multi-channel marketing

Strategic elements matter a lot in multi-channel marketing- the most essential being the accurate measurement of performance. The reason why many marketers aren’t getting the desired success in multi-channel marketing is because they lack in strategic positioning and implementation of this versatile marketing activity.

Therefore, if you want to implement a multi-channel marketing campaign your strategy must include the critical element of measurement of results. You simply cannot carry out this dynamic activity without knowing the response, and without the knowledge of how the current strategy is performing.

Although there are multiple challenges in implementing multi-channel marketing, things are changing in this realm. As per research conducted by Ascend2, almost 86% marketers feel that multi-channel marketing is effective and over 68% say that the change in effectiveness is moderate, while 18% report a significant change.

Although multi-channel marketing is a promising activity in the b2b industry, it needs to have a strategic foundation and marketers need to be willing to address the challenges and fix them in order to fully optimize the potential of multi-channel marketing. The types of channels and the quality of those channels also play a crucial role in increasing the effectiveness of the multi-channel marketing.

Conclusion-

Multi-channel marketing is a complex activity, but it is the need of the time, as users are all over the place on the web. If you want to attract leads and convert them into business, think of using strategic multi-channel marketing that can widen your reach and can give you the desired results.