Index Of The Blog
B2B Lead Generation Strategies in 2019
With good results and strategic lead management, you can focus on your customers. This includes being better acquainted with these prospects, providing them with high-quality content and paying attention to the right timing, taking legal compliance into account. Find out how to generate more leads for sales in the future and how to automate B2B Lead Generation Strategies in 2019
B2B Lead Generation Early and Today
Surely you still know the times when the only way to generate leads was the time-consuming cold calling on the phone or the costly booth. These times are long gone. Nowadays, interested parties inform themselves long before they actually make a purchase on a website. And that’s exactly why it is important to reach those interested in your research phase. Pick up your prospects by addressing your problems and assignments that will prompt you to search the Internet. If you can establish yourself as an expert in the search phase and can provide the right help, then you have the best chance that the interested party will turn to you when it comes to a specific purchase decision.
Generate B2B Leads For Sales
Lead generation is not just about making marketing the lead of the prospect. but, further developing it so that it can be passed on to sales with the right degree of maturity and become a customer there. The king’s discipline is then to further develop the new customer into a loyal existing customer and, with the help of marketing automation software, to automatically offer him additional helpful products and services at the right time.
6 B2B Lead Generation Strategies in 2019
The term lead generation comes from marketing. A lead is a prospect who provides a company with their personal information in return for a quote and further information. With these 6 tips you can successfully generate leads online:
Measures for Lead Generation
But first of all, it’s about how you generate the leads, develop them further and implement these processes best automatically.
Define Your “LEADS”.
To help you know what you are working towards, it makes sense to define the term “lead” for yourself. It’s best to set four to five criteria that must distinguish a lead so that it’s relevant to your sales objective. You can consult the BANT criteria here. BANT stands for:
- Budget: What budget does the interested party have available?
- Authority: Does the interested party have decision-making authority?
- Need: Is there a need in his company?
- Time: In which period should the investment take place?
In addition, according to the Buyer Persona concept, you should define which data you still need in the context of lead generation: E-mail address? Surname? Position in the company? Only if there is a complete profile of the lead, you can provide him with tailored content and create a suitable offer in due course. You can find further information about the Buyer Persona in our comprehensive article here in the blog.
Put on High Quality, Personnel Elements Content
In order to ideally accompany a lead in the purchase process, content should be offered to him, which provides him with added value at every stage of his purchase process. It is important to catch the attention of the potential customer without immediately pushing him to buy a product. Personally relevant and informative content such as e-books, checklists, and white papers, from which the prospective customer can actually benefit, are particularly suitable for this purpose. The focus here should be on helping potential customers with problem-solving in advance. In the case of B2B lead generation, it is often the case that interested parties find out about the Internet long before they buy it. It is precisely in this information phase that you should call the prospective customer’s attention so that he decides on your product or service when he goes into the buying phase.
Make Your Accountability
Registration forms on a website for white papers and Co. are of course part of a lead management campaign. So that you do not stumble over any legal pitfalls, it is advisable to deal with the current legal situation. Especially with regard to the upcoming General Data Protection Regulation, you should know all sorts of pitfalls regarding data protection and then check your company. That’s why we’ve put together a DSGVO checklist with the key points to consider in lead management and email marketing.
Further Development of the Leads by Nurturing
The basic principle in lead management is that a prospective customer who is looking for a problem solution or a product first wants to obtain information before he needs a concrete purchase offer. If he is confronted too early with product offers or sales talks, he feels under some circumstances quickly bothered. And you’ve never invested in campaigns and content for nothing. Therefore, the first thing to do is to further develop the lead by means of nurturing campaigns.
Important is the right timing. The more content your prospect consumes, the more likely it is to respond positively to a personal contact request from you. So set on multi-tiered Nurture campaigns and offer your lead further information according to his interests. To make B2B lead generation successful, you need to send the relevant information at the right time.
Assess the Maturity of Your Leads
In order to optimally assess how ready your lead is for a specific offer, you need a well-thought-out rating system, lead scoring. It is a kind of points system in which values are assigned …
for the profile of the prospective customer, which can be successively completed during the lead management process, eg B. by further informative content (white paper, e-books, checklists, etc.) only against the input of additional data of the lead (company size, intended time of purchase or projected project period, etc.) is offered and for certain activities, eg. B. Download of such content or the registration for a webinar.
A previously defined threshold then decides when the prospect is ready for a concrete offer. It is important that you consider as much information as possible about the lead for the quotation or a personal consultation. In this way, you can address your prospective customers in the context of B2B lead generation personally and pick them up individually according to their needs.
Automate the Process in B2B Lead Generation
You’re right if you think that both generating new leads and nurturing can be very tedious. To facilitate these processes, you should use a marketing automation solution that automates the process. An appropriate software, such. B. Avalanche helps to capture and use the contacts. For this purpose, pre-definable program steps are created in the system with which leads can be recorded, further developed and qualified. This allows you to fully automatically generate and develop leads following the development of a strategic lead management process and the implementation of these campaigns in your software.
Automate Lead Generation
Especially with regard to the personal address of the leads marketing automation systems can provide valuable support: They recognize when a topic is interesting for the lead, send him a personalized message and offer him appropriate content.
By hand, one would surely be overwhelmed with it quickly. Therefore, it pays to use a suitable system that takes over and automates these tasks. In this way, you can Generate B2B Leads completely automatically in the future.
Good Last: The Trends in B2B Lead Generation
The marketing service provider directory, the marketing exchange, recently analyzed the current trends in B2B lead generation. Here, too, it becomes clear at first glance that companies in the B2B environment place the focus on generating the lead on the online media. The focus is on lead generation via websites, social media, content, and email marketing. Here, the companies even want to invest further and expand these lead generation measures.
On the other hand, fairs and print measures are increasingly being cut back, as the costs and manual efforts are significantly higher, and there is no chance to evaluate and develop the prospect data. Therefore, rely on intelligent solutions if you want to successfully generate qualified leads.
