None of us saw the pandemic coming, or the effects it would have on business models, industries, and marketing strategies. He defied the existing B2B rules and set up many marvelous plans to lose.
As economic analysts and world leaders debate the world’s ability to return to the pre-pandemic era, we know one thing.
As B2B sellers, we need to shake off the ashes, adapt, and proactively create broad customer outreach models to attract customers and increase profitability.
We need to put in place inbound and outbound lead generation strategies that will open doors to new customer segments and potential sales.
For this, here 5 B2B Lead Generation Tactics Brands Can Implement to maximize success.
1. Rediscover travel
Both internally and for your customer. Because without this first step, no tool will produce successful results.
As many businesses have learned, what has worked historically may not be as effective today and stable, predictable growth is not guaranteed.
Internally, brands need to build long-term resilience that will allow them to deal with future unforeseen disruptions. They must :
- Designate crisis response teams that plan and prepare for unforeseen disruptions. The response plans developed by these teams should align with your overall strategy, goal, and objectives.
- Eliminate silos between teams to ensure seamless information sharing, software integration, and use of technology that supports crisis response
- Quickly identify and exploit emerging needs resulting from the changing landscape
When it comes to attracting and converting leads, it’s essential to reinvent their thinking and buying behavior.
Start by researching the impact of the pandemic on the industries you are targeting and consider the following:
Are your solutions still up to date?
How is the demand?
What additional problems or opportunities have emerged?
Can you handle them, or would you need to diversify to meet those needs?
Think about your buyers. What changed? Do they prefer reading or watching educational videos rather than talking with sales people?
If they enjoy self-education, what content format appeals to them? Are you already creating it or do you need to start?
If they love calls and meetings, do your teams have the right information to make interactions successful?
2. Turn your website into a lead generation machine
A study which analyzed over a billion website pages found that over 90% of them received no traffic from Google. No, Google is not the problem, the pages are.
You definitely don’t want your website to fall into this category.
Here are some helpful tips to help you get to the less than 10% that generate leads:
- Optimize for performance. Focus on technical performance as well as high-quality content. Search engines prioritize fast loading times, easy navigation, and mobile friendliness. Content that reads well and concisely conveys the benefits of your solutions is also best.
- Leverage data to identify your target audience. Analytics can help you assemble buyer personas that deliver the highest success rates and maximum profitability. Use this information to target prospects in this range with personalized messages that pique their curiosity and increase their engagement.
- Introduce your main pages. Feature all major pages on the home page to provide a clear path for visitors to identify and navigate to the section they are interested in. Add pricing tables or “request a quote” buttons to help visitors know if they can afford you.
- Optimize your landing page. Use easy to understand designs. Highlight what will change for customers who use your solutions and make sure your CTAs revolve around those benefits. Ask for minimal information to start a conversation.
- Use your experience. Speak to potential customers from a perspective they can relate to. Add a list of companies (especially well-known ones) you’ve worked with, share customer testimonials, and use case studies to showcase your expertise and professionalism.
3. Make cold calls
Post covid, businesses that sit back and hope that potential customers will find them only through inbound strategies will hardly get the desired results.
You need to prospect, phone and talk to potential customers about the value you can bring to their business.
Cold calling is a strategic game where your buyer profiles and marketing intelligence help you identify potential customers you can contact.
With each interaction, you learn what works and what customers are looking for, and further personalize your message.
you then measure the results of your cold calling efforts to see if you are achieving your goals and adjust your approach accordingly.
Strategy is both fun and creative because it is demanding. Here are skill sets that can help you navigate.
- You may end up hanging up, calling voicemail multiple times, encountering rude people, and being disappointed. It’s easy to give up, but we can tell you that nothing beats a win. So keep pushing and don’t succumb to rejection.
- Stay positive. People can tell if we are discouraged. It’s right there in the tone of voice and can put off a prospect. If you just ended an unproductive call, take a moment to breathe, then move on to the next call as if nothing had happened.
- Stay calm. Many B2B prospects report that sales reps swear on the phone. Under no circumstances should you lose your temper with the prospect for fear of jeopardizing future interactions.
- Be understandable. Develop the ability to show prospects that you understand their challenges, see their needs, and care about their success. Also try to establish a relationship with the resource person. People buy from those they feel they can trust.
- Be well informed. You’ll be surprised how many prospects know a thing or two (maybe more) about the type of solutions you’re selling and will test your knowledge. So know your business, including what the competitor is offering, their strengths and weaknesses.
4. Invest in lead generation software
Identifying and qualifying leads is a time-consuming task that can be difficult for professionals with busy schedules.
Being human, chances are you’re working with outdated or inaccurate data that diminishes your success in bringing suitable leads into your funnel.
Lead generation software facilitates an accurate process of generating, qualifying, and managing leads to serve contacts your team can approach.
The increased level of detail allows teams to analyze potential targets and personalize communication for greater success.
Additional benefits of lead generation software include:
- Large-scale lead generation. The software performs expanded consumer research to help generate more leads, including those from previously unexplored channels. You can analyze the needs of these untapped prospects and possibly personalize the messages for them.
- Identification of new prospects. The software sheds light on how people interact with you, i.e. through landing pages, opening emails or downloading content. Based on the person’s actions, the software measures their sales readiness and sets the next action. This ensures that your team only works on well-qualified leads.
- Identify strategies that work. By tracking lead sources, you can identify strategies that generate quality leads and maximize them.
- Scheduling reminders. Solid lead generation software allows the user to create customer interaction flowcharts and “next steps” to increase efficiency. It can also schedule reminders to ensure timely follow-ups.
5. Email Marketing
Business success starts with lead generation.
Prospects are brands that are interested in your offers and email marketing is the strategy to keep that interest and nurture it in conversion.
But before you jump in and think about conversions and all, leads have to come from somewhere, right?
Here’s how to use this same strategy to generate leads:
- Create lead magnets. Investigate existing and emerging pain points or needs to create resources that can help your audience. Cheat sheets, interactive calculators, surveys, industry analysis, educational webinars, and e-books are great lead magnets that you attach a signup form to.
- Attract people with valuable content. Aside from lead magnets, you’ll also need relevant and informative content to encourage signups and retain subscribers. Use a variety of content formats, including blogs, videos, webinars, infographics, and more.
- Leverage social media. Use free and paid posts to promote your offers and generate email leads. With nearly 4 billion usersyou can opt for platforms that offer ad targeting options to reach potential customers in specific locations, demographics, and interests.
- Partner with an SDR service company. These professionals have their ears in the field to discern new trends and design competitive ways to generate leads. This takes the pressure off your team who can now focus on closing.