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The Best Lead Generation Tactics for Tapping B2B Niches

If anything, the B2B industry is still performing pretty well despite recent market activities resulting from political actions. Essentially, there are still a lot of reasons to feel positive about the growing market for B2B products and services. With the continuing adoption of marketing automation across industries such as financial services and healthcare, as well as the growing popularity of big data and software-as-a-service, B2B marketers are sitting on opportunities they couldn’t afford to miss out on.

Related: The B2B Buying Process Has Changed: Here’s How Not to Get Left Behind

According to an article in Entrepreneur, B2B marketers are focusing mainly on growing their brands and addressing pressures in their ROI. It goes on to point out that in order to stay competitive, B2B companies will have to adapt to the environment. More importantly, they should start to concentrate on their respective niches.

It has become the main challenge for tech as well as consultancy firms to address the needs of their niches and come up with effective messaging that results in increased sales. One thing to watch out for is audience expectations. Since you are bound to address the needs of a specific demographic, your strategy should revolve around several tactics:

Related: 5 Essential FinTech Marketing Strategy Tips and Why They Work

 


Check out our infographic on how mobile is reshaping B2B Marketing

10 Undeniable Ways Mobile is Reshaping B2B Marketing [INFOGRAPHIC]

 

Social media

Social media

Who doesn’t engage via social media? Unless you’re living under a rock, social platforms such as Facebook and Twitter are your primary means of reaching out to specialized audiences. It’s just a matter of creating the right call-to-actions and visuals that will entice people to make an inquiry or use your fill form. One thing’s for sure, you are basically afforded considerable leeway in identifying the type of and packaging your messages.


Facebook & Twitter Metrics to Track in 2018 [INFOGRAPHIC]


In light of the ever important principle of “content is king,” you should be able to produce infographics and other visual materials that can help in educating your niche about your products and services as well as provide them a good start to engage.

Of course, effective brand marketing is impossible without going through sound research. Which brings us to…

 

Invest in market intelligence

Invest in market intelligence

An effective marketing plan that’s focused on specialized areas is something that’s difficult to pull off. Conceptualization is the chief problem here. B2B marketers need to come up with the right approaches in their campaigns. With that being said, a company could hardly succeed in increasing its quality leads without going through any form of research whatsoever.

Related: 7 Most Effective Market Research Tools for Creating Effective Lead Generation

It’s often best for B2B marketers to concentrate on knowing what their respective audiences want. And even though we can’t always treat decision-makers the same way, we can at least analyze certain trends and come up with the right strategies to incorporate them into a campaign. For this, a great deal of knowing what your audiences expect in the near future is a helpful way to let you focus on creating messages that matter the most to them.

In addition, market research also provides an avenue where you can essentially improve your current campaigns, making allowing you to lead consistent strategies that would secure a steady stream of interested clients.

Related: Why Customer Profiling Could be the Best Investment your Company Makes

 

Go with PPC

Go with PPC

Much of the fanfare for pay-per-click advertisements has something to do with the fact that they are so affordable. B2B startups, in particular, will have better chances of increasing the number of leads entering their pipelines. But going beyond cost-effectiveness, PPC allows for better results in terms of getting qualified leads. Since specific messaging is the most important aspect of niche marketing, companies can test several ad copies and use analytics tools to identify the right message to work with. Of course, PPC works well if you have an experienced copywriter at the helm.

 

Be where the action is

Be where the action is

A more effective way to get quality leads from your niches is to take part in industry-related events. Trade shows and the like offer a venue where you can seek out your ideal customers and engage them directly. Moreover, attending these events and documenting them in your blog are the right way to build your brand.

Related: How to get Tangible ROI in Joining Events

 

Measure your successes

Measure your successes

When you opt to build a consistent campaign, you should be able to know if it is performing as expected or not. Regularly measure your engagements and find out if there are any issues that you will need to discuss with your team. A sudden dip in site visits and an increase in bounce rates should draw out red flags.

Related: 5 New Year’s Resolutions to Refine Your Marketing Analytics Stack

 

5 Common Mishaps (and remedies) in B2B Lead Generation

 

Our conscious actions are sometimes dictated by our unconscious motives, and there are moments when we get caught up in our goals too much that we fail to notice even the most obvious of mistakes. This is normal, especially in a complex field such as B2B lead generation. No marketing campaign is 100% flawless, and the only weapon against imperfection is preparation – in this case, identifying mistakes that you should see coming your way.

These mistakes often sound like good ideas in the beginning until you realize that the damage is done. It’s hard to fight an urge when your instinct tells you you’re doing the right thing, but as a marketer you must stay objective and focus on what’s ultimately good for the campaign. Here are 5 hard-to-avoid traps that marketers usually fall into:

    1.  Wasting efforts on unrelated marketing activities. Every so often we bump into random opportunities for marketing. There are rare chances when they do deserve a look, but most of the time, using valuable resources on activities that are not an integral part of your marketing plan is a bad idea. If it improve other aspects of your strategy or assist in achieving your long-term goals, you might as well dedicate your energy on more important things.
    2. Putting more emphasis on the marketing message than the audience. Yes, you may have come up with an excellent campaign idea, but your whole world should not revolve around it. Don’t get too obsessed with your message; instead, focus on how you would convey that message to your customers.  It’s for them to absorb, and not for your own egoistic pleasure.

 

    1. Romanticizing the market minority. Listening to and learning from feedback improves your delivery of service. But as a marketer, you should learn how to filter this feedback based on relevance and validity. A vocal minority’s opinions may not represent the sentiments of your entire target market, and it may give you a wrong impression on what they truly want.

 

    1. Giving too many choices. If a customer is faced with so many options, it becomes difficult for him to decide that he may end up not choosing one instead. Not only that, people tend to become less satisfied of their choices if they had to reject a lot of other options before they could take a pick.

 

  1. Loving the status quo. The old saying, “Don’t fix something if it’s not broken” doesn’t apply in B2B lead generation. Buyer behavior is constantly changing, technology is rapidly evolving, and opportunities are always arising. If your marketing plan is not riding the waves, you may end up being washed back onto the sand.

B2B Lead Generation and the Theory of Reasoned Action

 

Here’s a little background in social psychology:

During the late 70’s, psychologists Martin Fishbein and Icek Ajzen developed a model in predicting people’s behavior, called the Theory of Reasoned Action, or simply, TRA. It follows the equation Behavioral Intention (BI) = Attitude (A) + Social Norms (SN).

In simple terms, they believe that a person’s voluntary behavior is a combination of his attitude towards that behavior and how he thinks other people would perceive that behavior if he actually performs it.

For example, you want to get a tattoo on your arm (behavioral intention). The decision to whether or not you will indeed get a tattoo will be affected by the fact that:

  1.  you like tattoos, and you think there’s nothing wrong with having one (personal attitude)
  2. people who have tattoos are generally associated with impurity and rebellious behavior, plus the fact that your friends and family are disgusted with it (social norm)

Whichever of the two has more weight will ultimately dictate your actual behavior. That’s TRA. Now imagine the use of this theory in B2B lead generation.

Now there’s no way marketers could influence a prospect’s personal attitude towards a brand, product or service. However, certain elements of social conformity can be integrated with your marketing message so that prospects can be directed to a desired action, thus making lead generation easier.

Let’s say, you’re a company that sells IT products and services, and you’re trying to come up with a particular content for your website. Now, you can never really control how prospects think about your brand, but if your marketing message includes something like “We use eco-friendly materials” or “Our operations are powered by sustainable energy”, then your business would appeal to prospects as “green” based on society’s views on praising companies that help “save the environment”. That way, you are able to somehow influence their decision to do business (behavioral intention) with a respectable, Earth-friendly company like yours.

Another example: you could design your business website based on a particular appeal, for instance, dressing your pages with Mad Men-ish images from the 60’s era when businessmen wore fedoras, fitted suits and vintage jackets. Now, for prospects at least 45 years old, this appeal is will serve as a throwback to the old days, which is generally associated with clever marketing, quality, teamwork, and a high regard for business relationships (social norm).

Knowing how to effectively strike a chord within a prospect’s perception of social attitudes can help you deliver your b2b marketing message more swiftly, bringing your prospects to the right direction.

6 Tips On How To Follow Up On Your Sales Leads

Small business owners, especially those selling services or large expensive products, are often faced with the need to follow up on their sales leads. However, those who are new to business end up feeling like they are intruding on their prospective client’s privacy by initiating a call. Some even fear that their leads would think they are simply after the profit. This should not be so, and you might even be surprised to know that your leads were expecting you to make that follow up call.

Here is a list of how you can effectively follow up your business and sales leads:

  1. To remove the uncertainty you have about following up on receptive leads, remember that leads themselves have no concrete value. A hundred qualified sales leads will probably only result to less than 10% of sales. So unless you’ve successfully converted your sales leads, you shouldn’t let fear or doubt stop you.
  2. Have your b2b telemarketers follow up with leads on a schedule. To make sure this task is not neglected and unconsciously set aside for more time consuming data profiling tasks and the all important sales leads generation, make it a habit to add this to your daily “to do list”.
  3. Don’t be the salesman when following up your leads. Be the solution. You don’t want to call your prospective clients and go: “Hi, I just want to remind you that you said you were going to buy our product/service the last time we talked. I thought I should remind you so you won’t forget what you promised.”
  4. To have a better chance with your follow up, have your best appointment setter do the follow up call. B2B appointment setting requires a straightforward approach, and you shouldn’t let gatekeepers control the situation. If the decision maker is unavailable on the first date you’ve suggested, give another specific date until you have set a schedule.
  5. Business and sales leads who simply can’t be scheduled for an appointment should be returned to the b2b telemarketers, unless they have asked to be removed from your telemarketing lists. Unless they explicitly request to be removed, you have permission to give them another telemarketing call. You can do this most especially if they never responded on your follow up call.

You can hire a telemarketing call center to do the follow up calls for you if you feel unsure about how to do it. Simply hiring professional telemarketers can take a huge amount of stress from your management responsibilities.