Generating quality leads in your pipeline is the backbone of good B2B marketing strategies. After all, a robust pipeline helps ensure your business is maintaining steady growth. However, generating leads who need your solutions and have the financial capacity to shop from you is no mean feat.
You’ll need some strong lead generation channels. These channels will drive high-quality prospects likely to convert and drive revenue.
Naturally, you will need to consider channels that best suit your industry, but the below strategies are known to supply positive results across most sectors.
1. Email Marketing
Research has proven that each Rs. 1 you sink into email marketing can earn you Rs. 12,000 to 1,00,000 + INR.
Even with the increasing popularity of social selling, email remains central to data communication. There are many reasons for such, and owning your audience is one of them. With email marketing, you’ve got a direct line of communication with audiences. You can personalise emails to your heart’s content without fearing the ever-evolving algorithms messing up delivery.
Now, the identical research estimates that over 376.4 billion emails are going to be exchanged by 2025. Yours should be included right there.
Here are top suggestions to assist you in generating leads:
Automate email campaigns: Email automation software like Mailchimp, Sendinblue, ConvertKit, and so on allows you to segment databases and customise messages to support their interests and purchase habits.
Link emails to landing pages: Design the landing pages that match the theme, content, headlines, and visuals of your emails. The landing page shares relevant information in reference to the email, encouraging the visitor to take the following steps. It keeps visitors from dalliance searching your website for the solutions they read about in the email.
Avoid the @no-reply email address: They disable your reader’s ability to reply or ask questions and can cause them to lose interest. No-reply emails pull down your credibility. It causes subscribers to send them to the spam/delete folders.
2. Video Marketing
The video marketing strategy combines audio visuals and text. This is to grab and retain viewers’ attention.
With B2B professionals already drowning in work, videos allow you to face out amid the other messages they receive daily.
Since videos educate and have interaction with your audience, it helps to understand their needs and interests so you can communicate with them effectively.
You should also consider your distribution channels. The length and format of video content meant for Instagram will look different from the one happening on your website or YouTube.
Here are some of the best formats for lead generation:
Brand videos: These videos speak about processes, structures, hierarchy, and work experience that make your brand tick. By letting your audiences know who you are and why you are here, you build credibility among audiences.
Product videos: Here you do not use the sales-y approach found in ads. Instead, you show audiences that your company understands customer needs and showcase your products/services as solutions.
3. Building Brand Authority
Brand authority doesn’t happen overnight.
It’s about showcasing your expertise and experience to audiences consistently (over long periods) via multiple digital channels. It’s you sharing compelling content, having a lively online presence, and social media engagements. The authority manifests because of the trust you have earned among your customers.
Here are some ways to create brand authority:
Conduct insightful industry research: Perform your research on highly relevant but under-covered topics, compile your findings, and share them with your audience. It presents you as a topic expert, and you may find other businesses citing your research to back their arguments.
Turn your website into a reputable digital source of information: Brainstorm relevant topics for your buyers/audience and make content for them. Write for humans and write regularly to keep your readers engaged.
Flaunt your awards: Have you ever won any official awards in your line of work? Display badges across your website and on social channels. This will help raise your target market’s perception of you.
4. Cold Calling
Like email marketing, this strategy places you in direct contact with potential customers, granting you the chance to wow them with your products/services.
Here are practices which you can undertake:
Be über-informed: Work towards gaining a working knowledge of your prospect, the challenges they experience, and the way your solutions can help change that for the better.
Use a call guide: Have a transparent outline of areas of discussion, including common FAQs and objections. You’ll want to communicate your value proposition concisely to encourage engagement.
Always follow-up: Some leads prefer email over calls or maybe text. Pre-agree on the follow-up channel and do as requested. Make sure the follow-ups are prompt and relevant to the lead’s needs.