When it comes to B2B lead generation, it is important to understand which strategies and tactics will really impact your bottom line. There is a lot of information floating around online, some of which simply won’t generate the kind of results you want to see in the current digital landscape. With this in mind, here are some of the most important lead generation agency approved tips and tricks to consider.
Refine your marketing funnel
Too many marketers spend too much time and energy attempting to channel more traffic into a B2B marketing funnel that simply isn’t as effective as it could be. Failing to address marketing funnel issues is a guaranteed way to push up acquisition costs whilst continuing to generate less than ideal results; as such, diligently evaluating this aspect of your marketing strategy is imperative.
Landing pages are often the weak link in marketing funnels, particularly if these landing pages include forms. Optimising your forms and landing pages will ensure that you do not lose valuable potential leads generated by your marketing campaigns. As soon as you are confident that these cannot be improved further, you can channel your efforts into acquiring additional traffic in one or more of the following ways.
Although email is now more than two decades old, it remains one of the most effective B2B marketing channels. Email technologies have advanced significantly in recent years, with the latest advancement benefitting a variety of B2B businesses being marketing automation.
Marketing automation tools connect seamlessly with your CRM and enable you to automatically send personalised emails to each potential lead. Traditional approaches to email marketing, which include newsletters, are still important; however, the ability to effectively capture additional user and behavioural data is helping B2B marketers to integrate intelligent targeting into their email strategy.
For businesses looking to shape a long-term B2B lead generation strategy, organic search marketing is going to be an extremely beneficial avenue to pursue. Securing a #1 ranking position in search engine results pages (SERPs) is becoming increasingly difficult as algorithms get more complex and companies channel more resources into their search efforts. When developing and implementing a solid search engine optimisation (SEO) strategy, appropriate attention must also be given to content marketing, social media, conversion rate optimisation, and first-class web design.
Full marketing integration
Many individual components contribute to the overall success of any given strategy, with B2B lead generation no different. The most beneficial lead generation results are driven by fully integrated multi-channel tactics and experimentation. It is only through this experimentation that you can build a comprehensive picture of what works for your business and what does not generate the results you want to see.
B2B lead generation is a powerful marketing tool; therefore, investing time in developing a strategy that drives real results for your business will contribute to the long-term success of your enterprise.