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OUR BLOG

B2B marketers – here’s how to guarantee 2017 is packed with leads

Posted by Joe Housley on Fri, Apr 21, 2017
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Are you a B2B marketer looking for a proven way to generate leads? 

Ask most B2B marketers what’s on their business wish list for this year and we can guarantee that somewhere in there, nestled alongside generating widespread brand awareness and making their budgets go even further, will be a bullet point that focuses on good old lead generation.

But while many marketers may have their sights set on generating new leads this year, and quite rightly so, it’s an objective that can be a real mission to deliver for many B2B marketers, even the most experienced.

Driving enough traffic to their website, attracting the right type of traffic, using the most effective channels to communicate with customers and targeting people via the right channel, at the right time, in the right place and with the right message are just some of the challenges that can get in the way of effective lead generation.

Then there’s the common mistakes that B2B marketers tend to inadvertently make to add to the equation too, such as what we like to refer to as the ‘spray and pray’ tactic. It involves hitting as many people as possible with  your marketing messages in the hope that you’ll get results. While the ‘high input’ tactic involves high levels of activity and reach (often at a high cost),  it usually also means a low return on investment and untargeted outcomes. Consider too the effects on your brand of misdirected communication.

Yes, sustained lead generation can be challenging, but it isn't impossible

In fact, it’s anything but, if you adopt the right approach to communicating with today’s tech-savvy, time poor customers.

Unless you’re brand new to marketing or have been living on another planet for the last few years, you’ll have noticed that buyer behaviour has changed – dramatically. Rapidly-emerging technologies, social media and the never-ending supply of information on the internet has created a new breed of customers.

It’s widely reported that today’s digitally-minded customers can complete up to 80% of their buying journey before contemplating contacting a supplier, making them increasingly less receptive to unsolicited sales and marketing messages.

But the purpose of this blog isn’t to tell you how challenging lead generation can be or how buying behaviour has changed (although buying behaviour is an integral part of super-charging your sales pipeline this year, so hold that thought) - the aim is to make sure that this is the year that’s packed full of leads.

Successful lead generation in today’s digital world all boils down to buying behaviour

It’s not enough to know that buyer behaviour has changed, you need to be able to know what people are thinking and predict what their next step’s going to be

Fortunately, you don’t have to gaze into a crystal ball to gain this valuable insight. Thanks to the latest technological advancements, there are now sophisticated technology platforms out there that can collate and interpret buying signals for you.

Take our Nexus module, Buyer Intel, for instance, which is designed to track online buyer intent behaviour and help our clients identify and target the prospects who are most likely to buy or engage with their product or service. Not only does this mean they can literally put yourself in the shoes of their customers or leads, they can develop effective marketing strategies that truly resonate with their target audience. In fact, some of our clients have seen their marketing qualified leads increase by 300% and their sales engagement double as a result of using Buyer Intel.

Technology has widened the gap between vendors and customers in recent years , but it hass also created a transformative opportunity for forward-thinking B2B marketers to better understand their audiences’ needs and take their lead generation to a whole new level.

For more information or to discuss your B2B predictive marketing requirements with us, call us on 01295 724120 or email us at results@cyance.com. For more information about Nexus, click below.

Click here to read more about the benefits of predictive marketing

 

Posted on Fri, Apr 21, 2017

B2B, b2b marketing, Marketing Roi, Lead Nurturing, Lead generation, Predictive analytics, Predictive marketing, 2017