B2B lead generation: 5 strategies to help pack your pipeline – Business Insider Africa

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From increasingly tough competition to savvy buyers, an abundance of (mis)information online, and difficulty in tracking leads, B2B lead generation is tough. Yet as long as businesses exist, teams will need tactics that help them find customers, and there will always be a place for lead generation.
B2B marketers will need to identify evolving strategies and technology to help them reach potential customers.
So, if your lead pipeline is on its legs, or you need to increase sales leads, here are five digital strategies to help pack your pipeline.
So long as phones remain in use, cold calling will be an excellent way of getting one foot in with new leads.
But if you want to have worthwhile conversations with potential customers, you need to be absolutely clear on how you can help them. You need to communicate expressly the business problem your business solves and what it means for the prospect.
Without this, you won’t build value and prospects won’t want to listen to you.
Best practices include:
Unlike B2C purchases that can happen on impulse, B2B decision-makers take their time to understand how the solution works, ROI, and proof of results.
A case study analyzes business problems and demonstrates quantifiable results that come from implementing the solutions you offer.
The quantitative and qualitative outcomes aim to persuade the buyer that your products/services can solve the problem by painting the success of its implementation by other buyers.
Most times, it’s the proof buyers need to determine whether your solutions are better than those of your competitors.
Here are ways to use case studies to generate quality leads:
Most businesses go fishing the traditional way. They cast their nets far, hoping to attract several leads then sort through these leads to separate the ideal from the not-so-ideal customers.
With the distinction made, they now develop niche content for the ideal prospects to move them through the funnel.
Sounds like a ton of work. There has to be a more effective way to obtain leads.
There is. It’s called account-based marketing (ABM).
This strategy starts by zeroing in on specific companies that you consider high-value and personalizing content and campaigns to target specific people within those organizations.
So rather than targeting an entire industry, you go for specific companies in that industry that represent your ideal customer. You research their pressing needs and package your offerings as ideal solutions.
It’s like choosing the exact bait your ideal fish loves and throwing the hook in the water.
The ABM strategy requires syncing of both sales and marketing teams (sometimes all the departments) to develop the leads and close the deal. Savvier businesses go further and employ the account-based salesforce approach.
With this approach, managers allocate entire accounts to sales reps who become solely responsible for these accounts’ progression. This ownership prevents other reps from modifying or getting in touch with accounts that belong to their colleagues.
Research on the effectiveness of video marketing showed that up to 86 percent of marketers surveyed attributed lead generation to video content.
Video content isn’t just engaging and memorable, but also helps boost trust between buyers and vendors. It increases your legitimacy and encourages audiences to connect.
There are several areas you can add videos to your strategy to maximize lead generation including:
Businesses are made of people, and people are naturally inclined toward communal experiences. Question-based platforms and online communities attract people who share passions, motivations, interests, and beliefs.
They are an excellent resource for research since they amplify real-life struggles. By observing questions, emerging issues, and conversations you can learn what potential customers struggle with and create content or solutions to tackle them.
You can also identify influencers and initiate conversations that may lead to a partnership in the future.
So, identify communities and platforms where potential customers hang out, create proper profiles, and regularly participate in the conversations.
Offer expert advice and useful tips to help the audience solve their problems. Readers will most likely recognize your contribution and follow-up discussions privately that may lead to a business deal.

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