In today’s B2B market, generating qualified leads is one of the most important – and rewarding – roles in any business. In fact, it’s become so crucial that demand generation has evolved into a marketing discipline in its own right. There are a number of ways to go about generating leads, but if you’re looking for quick wins, here are five essential steps to build a successful B2B demand generation strategy.
Step 1. Build awareness
In today’s competitive sales and marketing environment, brand awareness is key to maintaining a steady stream of good people. And as simple as it sounds, creating brand awareness is not just about the mind of the potential buyer.
A real and consistent approach to brand awareness leaves a lasting positive impression of a company with potential customers and allows that company to be confident in offering solutions to customer problems or needs.
Step 2. Develop a content strategy
Continuing with brand awareness, industry expertise is a key component of a consistent product. A company expert means that your brand is seen as an authority in its field by your first relationship with a potential customer.
This type of experience helps build customer confidence and lays the foundation for meaningful discussions about customer pain issues and the solutions your business can provide. Strong content marketing strategies that provide timely insights, and help at every level of the marketing journey are the best way to build skills.
Providing content that addresses buyers’ concerns as they embark on a business journey that builds customer confidence and brand trust. These customers will consider your brand as a leader in marketing and will consider your business as an expert for future needs.
If you have marketing tools, create secure or tailored content to meet the needs of a valuable lifestyle model. This can mean finding translators or managers who are willing to invest a lot of money in your company. Use segment-specific information to create content and call-to-action (CTA) that guide customers through their purchases and anticipate common questions and concerns for your group of people.
Enter the troubleshooting information on their final question about purchasing your product or service in the first place. When in doubt, focus on the main reason why consumers are considering the importer for an initial search.
Step 3. Nurture high-quality leads
When you first contact a potential customer, your marketing team assigns key details to the sales team and congratulates each one on the work done, doesn’t it?
Wrong. Healthy, reliable demand generation requires a complete lead nutrition strategy from initial contact through decision and purchase.
Marketing teams should work with sales throughout the entire buying journey in line with buyer questions, concerns, and trends. Depending on how strong their resources are, sales teams should continue to engage these high-value leads through to purchases by providing useful content to answer common questions.
Your marketing team should focus on the types of content the potential client needs as well as the most appropriate channels to share that information. The goal of this type of targeted promotional campaign is to reach consumers with the right content or resources when that information is most useful to them.
We recommend closely monitoring lead feedback to see if your outreach strategy is meeting customer needs. Regularly review leads nurture track performance data and note segments that are getting more engagement or increasing unsubscribe rates. Change your basic promotion tracks and messaging accordingly to maximize results.
Step 4. Incorporate account-based marketing
As you begin to see reliable insights into leads from your mass demand strategy, you may want to accelerate to high-value leads. This is where an account-based marketing strategy can set up teams to be successful.
Everything in an account-based marketing strategy depends on a deep, credible understanding of the accounts and audience you’re targeting. ABM needs marketing and sales teams to strategically select accounts and target and nurture them with personalized affiliations and support.
Marketing teams need to design targeted business personas based on high-value customers who can convert and/or grow. Consider what business objectives and values these target accounts share, as well as the key steps in their pre-purchase buying journey.
Step 5. Invest in partner marketing
The recent rapid transition from face-to-face virtual business interactions means a tremendous increase in digital engagement. Increasing digital interactions are likely to persist, even as companies begin to return to secure, face-to-face interactions with customers and employees.
Companies need to share their messages online, but managing pay-per-click (PPC) campaigns on their own can be difficult. Working with a third-party provider can enable your business to reach a selected, pre-reviewed audience.
Many companies choose to start with smaller search engines or websites, but then have trouble narrowing down their message. An easy way to get your message across to the right audience quickly is to find a partner online who has already established the audience you want.