Modern-day B2B marketing has evolved beyond conventional lead generation. Leading B2B businesses are keen on full-fledged demand generation. It invokes demand and nurtures high-quality leads down the sales funnel for seamless conversions and consistent revenue generation. The essence of a fruitful demand generation lies in diverting focus from lead volume to lead quality for highly personalized, account-based marketing. Here are seven winning strategies to drive high-quality leads:
B2B Demand Generation should be tailored as per the ICP and Intent Data-
The outcome of any B2B demand generation campaign heavily relies on how well the brand resonates with its ICP. In particular, website intent data acquired by cookies/trackers, virtual assistants/chatbots, and query forms is highly enlightening. Browsing behavior, organic search preferences, and direct feedback via surveys also significantly contribute to building the intent database.
Well-Researched, Engaging, and Buyer-Oriented Content Creation-
There is no substitute for creating original, high-quality content. From free purchase guides and insightful blogs to high-value gated content, the focus should be to inform and engage simultaneously.
Content Syndication on the Right Platforms-
The success or failure of B2B demand generation critically rests on how effectively the content is shared and distributed. Visibility to the right audience at the right time is vital. The content should reflect expertise and industry authority through promoted posts, targeted outreach, or teaming with industry influencers.
Inter-Business Networking on Social Media-
Social media marketing is not just about striking conversations with prospective buyers. Businesses need to collaborate with other businesses in the industry to portray credibility. Brands can build authority with LinkedIn connections, mutual sharing of one another’s posts and responding to queries on forums. It is the prerequisite for recognition and building a strong social media presence.
Assessing and Segregating Leads Early on-
A robust AI-driven process to sort leads is an effective catalyst for B2B demand generation. It is required during the initial stages of the sales funnel. It involves assigning a score to each lead based on their conversion potential, revenue generation scope, and purchase intent. B2B marketers need to focus on the right leads early on.
Event Marketing for Higher Audience Generation-
In the aftermath of the Covid-19 pandemic, the B2B industry has heavily relied on online events. It is due to its cost-effectiveness and potential to reach a vast audience seamlessly without direct physical contact. In particular, B2B masterclass events and webinars have proven highly effective in generating demand and soliciting contact details of attendees.
Measuring Progress with Relevant Metrics-
Both the cost per lead and cost per acquisition are important metrics to assess the ROI of digital demand generation. To look objectively at the buyer’s cycle, tracking the funnel conversion and the closing rate is necessary.
Without substantially/consistently generating demand and evoking high-quality leads, even the most efficient businesses will face stagnation. To ensure relevance amongst their target audience, marketers must align every demand generation stage with the buyer’s requirements. An in-depth understanding of the ICP, coupled with data-driven sales prospecting, can pave the path to exceptional brand-building and business growth.
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