April 17, 2018

B2B Marketing techniques to generate qualified leads


The best B2B marketing techniques to generate leads

Living in the age of Big Data is both a blessing and a curse. On the one hand, the collection and analysis of data gives businesses insights into customer behaviour, allows for predictive analytics, and helps directors make decisions that’ll result in higher revenue and profits. On the other hand, businesses can’t rely on intuition (the less arduous route) when it comes to marketing – you’ve got to be scientific about generating a steady stream of qualified leads in order to keep revenue growing, because you can bet anything that’s what your competitors are doing. B2B marketing has become a science more than an art, and ROI is the yardstick by which its success is determined. In this blog, we’re going to take a look at the best B2B marketing techniques for generating the qualified leads that are going to bring in revenue.

Account based marketing is a highly targeted approach to generating and converting leads

One of the most talked about B2B marketing techniques at the moment, account based marketing (ABM), means personalising marketing content and messaging to specific accounts, and individuals within that account. If you offer professional cleaning services to the chemical industry, you’d first conduct research to determine the best accounts to target. After that, you’d collect data about the account and use this to create tailored content and communication for that account alone. What makes this B2B marketing technique so powerful is that it aligns the sales and marketing teams and fosters strong relationships with your leads. This will naturally result in higher conversion rates.

Content marketing generates up to three times as many leads as traditional marketing

Given that the majority of business buyers use online search to help them make purchase decisions, it’s little wonder that content marketing has become a heavily entrenched facet of B2B marketing. Content marketing seeks to engage, educate and add value to audiences through content such as blogs, social media, videos, podcasts, guides, eBooks, tools, research papers and more. By gently educating a prospect about your industry, business and products, they’re more likely to trust your brand and buy from you. Content marketing is also the ultimate way to generate leads that are interested in your product. Not only can it cost 62% less than traditional marketing, it generates up to three times as many leads.

Inbound Marketing

Email marketing can offer huge ROI potential, as long as it’s based on data

Email marketing is still a significant B2B marketing powerhouse that can deliver huge ROI. Used alongside data, it’s possible to create extremely targeted email campaigns, based on the segmentation of this data. And segmented campaigns have higher open and click rates than non-segmented campaigns. The trick with emails is to keep them informal – write to your leads as if they were someone on your team, and remember to include calls to action within the email. Also knowing the best time to send emails and the right words to include in the subject line can increase your open rates.

When combined with marketing automation, email marketing has yet more potential

The real power of email marketing emerges when it’s paired with marketing automation (another highly effective B2B marketing technique). One part of marketing automation is email workflows – a series of emails sent out at determined intervals after a website visitor has downloaded a content offer, for example. This saves marketers from manually sending the emails, and allows for the success of email campaigns to be tracked: things you wouldn’t have been able to do with such ease without marketing automation.

Social media marketing is a way to get your marketing messages in front of a specific audience

I know what you’re thinking: social media is more appropriate for B2C than it is for B2B marketing. Not so. Social media platforms as diverse as Facebook, Twitter and LinkedIn all offer different kinds of social media marketing options that can be exploited in your B2B marketing activities. Let’s take Facebook, for example. If you’re looking to target a certain demographic or audience, you can pay for your Facebook posts to appear as a sponsored item in the newsfeeds of those you’re targeting. You can do the same thing for direct ads, and these will appear in the sidebar of those you’ve chosen to target. The same can be done on Twitter (you can even target specific Twitter handles) and LinkedIn (if you want to promote content to individuals within a certain company or industry). These are all highly effective ways of generating high quality B2B leads.

All the above B2B marketing techniques can be used alongside inbound marketing to generate leads and increase revenue. For an indepth look at how inbound can benefit your business, download our guide:

Inbound Marketing