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B2B Lead Generation B2B Marketing Marketing

Streamline lead generation efforts by re-thinking your strategy


By Laurie Fullerton, Freelance Writer

March 30, 2016 | 3 min read

With increasingly more marketing automation available, there are still some basic methods that will improve the lead generation process for B2B marketers, according to a recent study.

The notion of getting more value or qualified leads for less, whether it be in print advertising, email lists or pay-per-click (PPC) ads is a goal that can be achieved by creating a buyer persona. When marketers focus on a smaller group of potential customers through targeted personas, it saves cost. Being mindful of whom that buyer persona is remains key.

Secondly, consider the costs of your lead generation campaign. There is no doubt that materially, social media and email marketing are less expensive than traditional marketing and increasingly have a high return on investment. In a recent study by Voltier Digital, 41 per cent of B2B companies have acquired a new customer through Facebook, while 57 per cent have acquired a new client through the company blog. And, 47 per cent have acquired a new client through Twitter.

A third suggestion is to optimize the company's website images. The correlation between a faster load time and increased conversion is clear. Time is of the essence and the correct sizing and faster loading means that your image sizes won't be too big for your landing pages.

Another tactic to consider is to master mobile marketing. In other words, use simpler and smaller calls-to-action that are adapted for mobile views. And, keep all copy concise with easy links for lead generation. Be certain that phone numbers are clickable for easy dialing. Consider a lead nurturing campaign via SMS message.

The fifth tip is to consider a conversion strategy that's proven to deliver leads. More educational content, and targeting offers made to specific buyer personas can also lead to a newer approach to providing content for different stages of your sales funnel.

A sixth suggestion is to have a responsive website that appears on all the devices including laptops, tablets, smartphones etc. It is not about aesthetics but more about getting leads.

Finally, collaborate with sales - particularly when working on content that leads to the most closed sales. A content mix that appreciates the issues, pains or questions of potential and current customers, in conjunction with input from sales departments, will work far better. Collaboration with sales departments is becoming increasingly possible with both automated sales and marketing tools, but the conversation still has to be initiated by individuals within the departments.

B2B Lead Generation B2B Marketing Marketing

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