10 B2B Lead Generation Strategies for 2017
March 6, 2017
We’re well into the New Year, and most companies are revamping their lead generation strategies to meet its demands. In the past, we’ve mentioned that there’s an information overload when it comes to finding the right strategy, and now this is truer than ever. There is also no single lead generation strategy that works for all businesses and industries, so it helps to know which ones are the best to implement.
Marketing is ever-evolving, and that means new tactics are always emerging, trends are always shifting, and the same goes for audience behavior. Keeping up-to-date with the latest insights and technology will help you optimize your funnel for generating and converting leads.
However, many B2B marketers spend a lot of time and resources on tactics that aren’t a good fit—resulting in high lead acquisition costs and poor ROI. You may have reached your targets last year, but it’s time to aim higher in 2017. Read on to learn how.
1. Analyze Your Data
Improve your lead scoring tactics and analytics to determine where your leads are coming from, which channel is generating the most leads, and which leads are more likely to convert into sales.
Data analytics can also help you determine behavioral changes in your buyer personas so you can adjust your drip strategies accordingly. Analyze constantly! Metrics and numbers don’t lie. Identify significant trends and learn from them.
At a minimum, you should be collecting data using Google Analytics, but if you’ve got the resources, it’s worth investing in a CRM tool that fits your specific needs.
2. Profile Your Target Audience
User behavior evolves just as quickly as innovations in technology. It’s important to study your target audience and create effective buyer personas to better understand users’ pain points, challenges, goals, and buying behavior.
If last year, you were able to provide their needs and wants, then maybe this year you can focus on another challenge they may be facing. Think about something you can address with an innovative product or content offer. Remember that your buyer persona will shape your marketing strategy and that this is where it all begins.
3. Work Closely with Your Sales Team
Your sales personnel are the ones who interact with your clients, so it’s important to get their qualitative feedback so you can combine it with your quantitative data.
You can also get a clearer picture of who your buyer persona is from your sales team. Sales and marketing have always worked hand in hand to achieve the best results. Proper sales and marketing alignment usually results in higher conversion rates, better performance from both departments, and a more functional working environment altogether.
4. Ramp Up your SEO
Is your website on the first page of Google? More than 90% of users don’t go beyond the first page of SERPs. This is why the first page is a much-coveted spot. SEO today is all about relevance and authority, and that’s how you should address your brand’s online assets.
Also keep in mind that ranking well isn’t just about the traffic. Getting your business on that first page also says a lot about your company, as it establishes you as an authority in your niche.
5. Combine SMS with your Email Marketing Efforts
Email marketing enables you to stay connected to your audience. It helps you build a relationship with them. Yes, most users regularly check their emails, but all users read their text messages. In fact, 98% of all text messages that get sent are read. Take advantage of the mobile era and integrate these channels.
6. Build and Maintain Relationships Through Social Media
According to Social Media Examiner, 66% of marketers notice lead generation benefits by spending as little as 6 hours a week on social media. As a channel, social media is rapidly becoming one of the top ways you can reach your audience.
Build a relationship with them by being visible and answering their questions and concerns. Even as simple as liking their posts or commenting on their photos is a great way for users to remember your brand. In the modern age of lead generation, it helps to be social.
7. Create Quality Content
Content is the currency of the web nowadays, so you should regularly publish content. This not only helps your credibility as an expert, but it also increases your reach and exposure. But don’t create content for content’s sake. You want your content to provide value to your audience, not just sit there and make your brand look pretty.
When you publish valuable content that informs, educates, and entertains your target audience, you earn their loyalty. It’s easier to convert leads once you’ve gained their trust.
8. Think “Mobile-First”
In this day and age, bandwidth, processors, software, and hardware are becoming faster and more efficient. This is why smartphones, tablets, and other handheld devices are becoming the main personal computers of most users.
This year, the questions you need to be asking yourself are:
- Is AMP implemented on my website?
- Do my pages have responsive design?
- Am I optimizing engagement with micro-interactions?
9. Attend Offline Events
It’s not enough to just be visible online. Your clients see you on the web, but do they physically see your brand anywhere else?
Attending offline events such as trade shows can help you generate leads from other areas of interest. Some businesses, especially the older and larger companies, do not rely on the web for networking with partners and customers. They like putting a face on the name, and they want someone they can trust.
10. Integrate Your Marketing Campaigns
Experiment with different strategies. Unify and integrate your tactics across multiple lead generation channels.
A single voice that resonates shows your audience a solid brand personality. This is imperative in B2B lead generation to show users and businesses that your company is reliable and that your brand is here to stay.
What to Takeaway
Lead generation tactics may vary between businesses and industries, but one thing is certain—be visible, and make an effort to stay on top. Data analytics is always changing, and you should keep up with the trends.