Lead Generation is an essential part of a B2B marketer’s job. While brand awareness remains a part of a B2B marketers practice, the C-suite is increasingly demanding that they show real ROI. It’s marketing’s responsibility to fill the pipeline and Marketing Qualified Leads are concrete evidence of success. Here’s a quick guide to the do’s and don’ts of B2B Lead Generation as a way to kick start your own lead gen efforts.
Do: Create a Plan – What are your objectives? Who is your audience? How do you intend to reach your target audience? It’s critical to document these things before you start. But don’t fly into this blind. Use data to understand your audience and their pain points.
Don’t: Use only one Channel – When you are creating a B2B lead generation program, understand that your messaging must be everyplace your prospects are doing their research. You can’t depend on just your website and SEO. A 50/50 mix of content syndication and targeted advertising works effectively to drive both brand awareness and leads.
Do: Know Your Audience – The data that is now available for B2B marketers is far more powerful than it ever has been. When data is employed to build an audience you can understand what accounts are researching products and services like yours, allowing you to concentrate on only these companies.
Don’t: Ignore Mobile – According to a Millward Brown study, 42% of researchers used a mobile device during their B2B purchases. As younger people enter the workforce, this number is only going to increase. It’s essential that you target your messaging to both tablet and smart phones, optimizing the content for all devices.
Do: Create Relevant Content – The same data that reveals the companies that are researching products and services like yours also reveals the exact terms they are researching. These terms speak directly to the pain points a prospect is likely experiencing. Build your content to match these points and you’ll see far greater engagement.
Don’t: Create Product-Centric Content – Marketing content should never be a sales pitch. Nothing shuts a prospect down quicker than content that puts products at its center. Instead, content should address a prospect’s issues first. Show them you understand what their problems are and demonstrate how you can help solve them.
Do: Target Accounts Not Individuals – A CEB study revealed that the average size of a B2B buying committee is now 5.4 individuals. That number is only growing. Smart lead generation means targeting all of these individuals. Remember that these people can come from different departments and will have different titles and job functions. You want to reach them all.
Don’t: Silo Your Sales and Marketing Teams – Your marketing and sales teams should not be independent entities. Both teams need to coalesce around which accounts to target, what content prospects should be shown and what a successful sales strategy will look like.
Do: Nurture, Nurture, Nurture – Just because you have a person’s name and email address doesn’t make them a lead. Data will indicate if a prospect is top of funnel or they are further along the buyer journey. You’ll need a content plan that follows them if they are to become a customer.
Don’t: Measure by Legacy Metrics – Metrics like click-through rates tell you very little about what’s really happening with your accounts. Measuring success by account is a more powerful way of judging your success. Did an account’s exposure to a display ad move them to the site? Did they engage with your content? If you observe how an account is proceeding through the pipeline, you can optimize your account in real time and then prove real ROI as the near the bottom of the funnel and conversion.
Account based marketing is one of the most powerful ways to run campaigns that can target specific accounts and the committees within those accounts that are actively conducting product research. These are the prospects most likely to become leads. To succeed you need to get the right message in front of the right people at the right time.
Download Madison Logic’s whitepaper ABM: Targeting with Intent to learn more.