Generating B2B leads is not as difficult as it used to be in the past. New-age marketing is more about people, prospects, conversations and relationship building. If b2b organizations align these factors with their business goals and adopt best techniques, it can help attract leads that convert.
This blog talks about top 3 techniques that can help generate and convert b2b sales leads.
Boost your website performance-
Critical activities such as chasing leads, following up with prospects, email marketing, cold calling, lead nurturing take up most of the b2b marketer’s time. In this flurry of activities, the role of website and SEO can get side-lined.
But B2B marketers cannot afford to forget that their website is the true-blue lead magnet that can bring thousands of visitors who might be the leads they might be looking for.
B2B professionals can get too tied-up in the technicalities of lead generation or demand generation that also includes talking to people and engaging in conversations with the prospects, and that’s necessary for sales enhancement.
But think of a scenario where you didn’t have to spend hours and days in finding those prospects or maybe chasing those leads who finally agree to talk to you! Wouldn’t it be wonderful if those leads came to you on their own? Wouldn’t it save a lot of your time and efforts?
In order to achieve that you need to optimize your website for best results and embed powerful SEO practices to attract those leads or the relevant target audience.
Make email campaigns priority:
Email campaigns have been proved to be one of the most powerful tools for accelerating b2b sales. Several companies have realized the importance of email marketing and that, running consistent campaigns can create great sales results.
When you think of email marketing as one of the most personalized ways of contacting and communicating with prospects, you then devise innovative ways to communicate. Creating strategic and personalized email campaigns can be good for brand awareness, brand recall, follow-up, communicating with empathy and to give the best and relevant offers to the target audience.
Use gated content-
Since lead generation is not only about chasing leads, different techniques that help building relationships should also be included as a part of your strategy.
Prospects are often looking for meaningful and relevant content to learn and to get to know more insights.
Gated content works best where one can offer outstanding content assets in exchange of data. This is also a good way to know which the good leads are. Most good leads will be ready to exchange information for a downloadable asset. Gated content has more benefits as follows-
- To create brand awareness and recall
- To strengthen relationships
- To shorten sales cycle
- Helpful in lead nurturing
- To follow up with prospects
- To remarket and retarget
If you offer gated content to partners and prospects in the form of white paper, case studies, e-books etc. your chances of converting will most certainly increase.
Conclusion-
There are many other methods to get those leads and convert them too. The methods you adopt should align with your business goals. Techniques such as calling warm leads, creating better content, adopting best content marketing techniques, being active on social media and establishing your brand on social media and so on and so forth are in vogue.
However, each company or business is unique; hence there is not one-size-fits-all solution to lead generation.
New-age marketing is all about conversations, generating demand and building relationships. Marketers should be willing to experiment, innovate and be open to new methods to attract, delight and engage leads.