Lead generation in 2016: tips for B2B marketers

Lead generation in 2016: tips for B2B marketers

Faith Ocampo Published on December 23, 2015

businessman-on-phone-call-with-businessman
The holiday spirit is in the air, and everybody wants to make the most of their vacation. But B2B marketers can t let this season dampen their zest for lead generation.
Every year brings new challenges that could keep B2B marketing pros away from growing their list of potential clients. We bring you a brief but highly actionable list of tips on how you can intensify your firm s strategy on attracting leads.

1. Be smart about investing in technology.

businessman-with-laptop-head-with-idea

Despite the exponential growth of marketing technology, 51% of B2B firms don t spend enough on new tech devices or applications. According to Walker Sands Communication, most B2B marketers look for a piece of technology only after they ve encountered a problem. It s easy to say that these companies have failed to predict what could go wrong and therefore find themselves in knots as they hurriedly look for a solution to patch things up.

Moreover, budget concerns and lack of know-how also prevent marketers from spending on technology. Others, however, are merely doubtful that these technologies could indeed generate high returns. Thus, they end up losing more. You can avoid this by consulting IT experts, staying updated about the latest tech developments in the industry, and immersing yourself in training programs.

 

2. Maximize the use of data for account-based marketing.

business-team-looking-studying-charts-graphs-on-tablet

Account-based marketing (ABM) has generated a lot of buzz this year. Using this technique, B2B marketers can target specific customer accounts and determine from there the next channels they should market in. This way, ABM ensures that your advertising strategy really reaches your intended audience.

However, your ABM strategy wouldn t be as effective if you fail to maximize the use of customer information. This task becomes harder as your system accumulates more data. Be careful about relying on misleading or erroneous results.

 

3. Align your sales and marketing strategies.

business-employees-working-on-laptop-on-table

In B2B firms, alignment has two forms. The first is people-to-people alignment, which manifests as smooth coordination between and within teams. The second is alignment of technology, made possible by full integration of programs and processes to execute the firm s core functions.

According to a research by Sirius Decisions, highly aligned B2B firms can achieve 19% faster revenue growth and 15% more profits. Alignment speeds up processes using all resources available, making transactions smoother and more efficient.

 

4. Familiarize yourself with the client’s journey.

surprised-businessman-looking-at-reports

Perhaps the most common problem in B2B lead generation is marketers’ failure to position themselves as the client and retrace all possible paths that constitute the client s journey. If you don t know what your customers are going through, it s impossible to actually make their journey as quick and easy as possible. This is something that applies not just in B2B marketing but in B2C arrangements as well.

 

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.

2 responses to “Lead generation in 2016: tips for B2B marketers”

  1. As today, leads are just out there. The only challenge for us is on how we can attract them. These tips you have provided will likely empower marketers in generating high-quality leads. Content marketing and optimizing the use of social media for your marketing campaigns are good strategies too.

Leave a Reply

JOIN US ON FACEBOOK
Open Access BPO
Open Access BPO3 days ago
Unexpected interruptions in your #CallCenter operations can cost customers' trust and your brand's reputation. Discover how smart #offshore redundancy can mitigate these threats: https://zcu.io/8Vtz

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO4 days ago
Businesses need to understand what drives customer expectations to satisfy market demands. Consider these factors to build a better #CustomerHappiness strategy: https://zcu.io/NhP9

#WeSpeakYourLanguage #CustomerService
Open Access BPO
Open Access BPO6 days ago
Successful #CustomerService training programs help agents provide support consistent with the client's goals and values. At Open Access BPO, we look out for these mistakes to optimize our #training programs and ensure #EmployeeGrowth: https://zcu.io/zsfK

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO6 days ago
Ensure business growth and program deployment by choosing the right outsourcing company to back up your #CallCenter processes. See how Open Access BPO effectively launches client programs with its flexible #outsourcing implementation approach: https://zcu.io/1EtL

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO1 week ago
Your frontline #CallCenter agents play a vital role in fulfilling your commitments to your clients. Recruit the right people to make sure your #CustomerService strategies are implemented effectively: https://zcu.io/dPNj

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO1 week ago
The past year taught the industry that unforeseen events can have a drastic impact on businesses. But in the same way, we learned that it was possible to conquer them and turn them into opportunities for #growth.

Read more: https://zcu.io/4dWY

#WeSpeakYourLanguage #BusinessContinuity