B2B (business to business) lead generation is an important part of the sales process for businesses. B2B Lead generation or Lead Gen. as the experienced b2b marketing and sales team call it, is an area most businesses are continually looking to improve. What does it really take to bump up your b2b lead generation sales process? Well these days many marketers are using inbound marketing to fill their sales funnel.
So what is this inbound marketing stuff and how can I apply it to my b2b lead generation program? Inbound marketing includes a few tools used in 4 phases of an internet marketing strategy:
Phase 1: Get Found by your Customers and Prospects
This is done through the use of these inbound marketing tools
• Social Media
• SEO (search engine optimization)
Phase 2: Convert Prospects into Leads and then Leads into Customers
This is done through the use of these b2b lead generation tools
• Landing Pages
• Lead Tracking
• Lead Nurturing
Phase 3: Analyze, Track and Measure your Results
This is done through the use of these analytics tools
• Marketing Analytics
• Competitive Analysis
• Lead Scoring
Phase 4: Create and Test New Campaigns based on the Internet Marketing Strategy Trends
This is done through the use of these ongoing reporting tools
• Month-to-month Visitors Comparison Reports
• Month-to-month Leads Comparison Reports
• Month-to-month New Client Comparison Reports
• Test and Improve Remarkable Content
• Test and Improve Offers on Landing Pages
• Test and Improve Promotions of Landing Pages
• Test and Improve Engagement Tactics through Social Media
• Test and Improve Engagement Tactics through Lead Nurturing
So this is a quick overview of an internet marketing strategy for b2b lead generation. Now a questions probably popped into your mind:
1. How the heck do we set up an inbound marketing lead generation campaign?
2. Does this stuff really work? We've never relied on online marketing to help our sales process?
3. How can we afford to add an internet marketing strategy to our current lead gen or sales process?
I'm not going to lie to you, inbound marketing is a ton of work and it is an ongoing process that requires at lot of learning to stay ahead of your competitors. I will guarantee you this though… inbound marketing levels the playing field. Are you a small company that wants to compete nationally or globally in your area of expertise? Well there has never been an easier more affordable way to do so, even if you need to outsource several 10's of thousands of dollars in inbound marketing support, training and production.
This stuff certainly does work! In as little as 3 months you will start to see amazing results and many b2b companies double or triple their traffic in this time. Beyond this in the first 6 months you will start generating leads like you never had before. In this day and age online marketing is becoming more and more the way people are doing buyer research to find the right company, product or service. If you are not online, you are missing a lot of opportunities.
The real question is not how can you afford a b2b lead generation system through inbound marketing, the real question is can you afford not to be doing this? Keep in mind this whole topic is based on a sales process. The goal here is to use all these tools to generate more high quality leads so your sales team can close more deals. Since everyday more and more customers are changing the way they buy, now is the time to understand their new buying habits. The first of which is doing research. Everyone turns to google several times a day. If you are not getting found you are out of luck. Then if you do get found, are you offering something of value or are your prospect bouncing and going back to google to continue their search? This is where a strong internet marketing strategy comes into play. You need to think like your customers, know what they are looking for before they do and make them an offer and engage them in order to turn them into a lead and more importantly a customer.
We hope this clarifies the importance of adopting a B2B Lead Generation program through an internet marketing strategy. If you have any questions, please reach out to us or drop a comment below in our comment section. We would be happy to answer any of your questions.