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The B2B lead generation strategies see minor changes each year—the strategy to implement their changes according to the clients. However, as the B2B market gets more customer-centric, the need of the hour is to strategize the lead generation by keeping the customer in mind.
The modern customer is intelligent and goes through the purchasing process complexly. As a result, all strategies must be developed with the following in mind: What does your customer want?
Once you understand your target audience, there are many ways to attract them. An ideal B2B marketer understands how to produce leads for the sales team in every possible way.
However, a B2B marketer that understands the best lead-generating practices also understands how to strategize them.
But there are specific challenges that the lead generation process encounters, such as
- Personalization
- Conversion
- Sales deal stuck in a pipeline
- Generating qualified leads
A team can generate qualified leads when they address these challenges and implement a proper strategy for lead generation.
As a result, after addressing the challenges mentioned above, we have compiled a list of the top B2B lead generating strategies to use in 2022.
Five Best B2B Lead Generation Strategies for 2022
From 2019 through 2021, organizations have witnessed unprecedented transformations. Now that B2B marketers have adjusted to the changes, it's time to put them into action in response to market expectations.
After the turmoil of the pandemic era, 2022 will be a year for B2B to re-establish itself solidly.
Incorporate these five best B2B lead generation strategies into your marketing, sales, and content creation strategy.
So, let's take a closer look at what these are and how they might assist you in solving your lead-generating challenges.
Be Customer-Centric
Instead of concentrating on how to sell, think about what your customers desire. B2C marketers use the concept "customer is king," but it has crept into and made a mark in the B2B business.
As a result, knowing your customer is the finest lead generation technique. And it all starts with making a list of possible clients' locations. The first step is determining which social media platforms your customers use. Then you may tailor your marketing and sales strategy to match.
Once you know your customers, give them the solutions they are looking for. Then, address their challenges and provide them with direct answers through various modes.
It gives the customer the feeling of personalized solutions they are looking for in the market.
This strategy will help you achieve and overcome any personalization challenges that your organization may have. It also ensures that only the most qualified, purified, and promising leads make it to conversion.
Example:
The Computer Sciences Corporation (CSC) is an IT service company that provides infrastructure, consulting, and custom solutions for thousands of clients across the globe.
The company built ad campaigns and named its customers in the campaigns. They implemented this by using the reverse IP-look-up technique. It allowed them to target and re-target their customers with tailored content, personalized ads, and multiple channels.
This strategy led to a 58% increase in their page views. And the companies stuck in the pipeline moved further to conversions!
Set Up the Best Team
Now, to get the best level of personalization, you need the best research team. As a result, the sales and marketing teams must work together to attain incredible levels of perfection.
And for this, you need to get the best minds together. Nowadays, customers need instant and direct answers. So, when the marketing team designs a campaign, the sales team should know what, why, who, and when they are targeting.
Nothing impresses a customer more than a marketer's ability to solve their problems before explaining them.
For example, when a client calls or clicks on a particular piece of information, the sales team instantly replies to them personalized.
The reply may be, ‘We noticed that you have this issue, and we have the solution designed for you. We also see that you're interested in the solutions, so let's go down the path together and boost your processes.’
The above synchronization is achieved when the teams work together and follow an ideal procedure.
Essentially, it involves simplifying sales and marketing operations from the field to the global level.
This creation of cross-functional teams from regional to global level promises to achieve an impeccable level of performance.
Focus on Content
In an interview with Media 7, Dmitry Chervonyi, Chief Marketing Officer at Belkins, stated that,
“If you don't solve your customers' problems and make their lives better, then it is a waste of time to do this kind of business.”
If you read between the lines of the text quoted above, you'll notice that your content must be outcome-driven. If your content addresses the challenges rather than focusing on selling your products, you are in a win-win situation.
The content that wins in a B2B market is the one that delivers client value. If your content consists solely of product specifications, there is a good chance it will go undetected.
Every day, the B2B market becomes more content-centric. The higher the quality of the content, the larger the audience it draws. Furthermore, if it directly answers the issues, you are more than halfway through the sales cycle.
Also, the content should be synchronized and designed to work on all digital and social platforms.
The consistency and variations in the content are of utmost importance. Infographics, videos, whitepapers, blogs, and other material are used to keep your audience informed.
Keep your content simple, direct, brand-focused, personalized, and customer-centric.
Example:
LeadPages is a firm that designs landing page templates and testing services. Their competition is with Hubspot and other market giants.
They curate articles that are client-centric. These articles focus on lead generation, A/B testing, promotions on various platforms, stopping lead leaks, and more. Moreover, they also include free educational marketing resources such as eBooks, infographics, case studies, and weekly webinars.
This content activity led to an acquisition of 35,000 customers in almost three years and US$ 16 million in revenue.
Reach Out Through Multiple Channels
Your customers are available on various platforms. Ensure to reach out to them in every possible way. Push your content on multiple channels so that you reach them in one way or the other.
Every marketing channel has advantages and disadvantages. As a result, prepare your plans accordingly.
Every channel can have curated content based on its tones, audience, and specifications. The same message can be delivered on multiple platforms. Just ensure the central idea is the same.
The various channels of B2B marketing to be incorporated are:
- Email marketing
- SMS marketing
- Social Media Marketing
- Ad Campaigns
- SEO and PPC
- Landing pages
- Optimized website
Example:
Marketing giant Amazon is the best example of cross-functional advertising across several channels.
Despite its reputation as a B2C company, it does a lot of business with businesses.
Amazon utilizes all the known marketing channels in the best way possible. And we all know about the success ladders it has climbed!
Measure Outcomes on All Channels
If you are marketing on various channels, it is essential to track progress on all of them. This progress includes views, clicks, deals, and conversions.
This tracking allows you to determine where to invest and what platforms to avoid. It also enables the sales team to provide quality and quantity where it is most important.
When you measure the outcomes, you relatively measure the ROI. And when that ratio is good, you know where to invest and how much. But on the other hand, the investment in terms of resources can go haywire if the outcomes are not tracked in a definite manner.
Example
If you post an ad campaign on Twitter and Linkedin for a prospective client and get faster response on Linkedin, your team knows where to build a campaign around.
When the sales cycle is stuck in a pipeline, you can refer to the results of the posts and then re-post to get attention.
But only this time, you know where you'll get a quick response!
Wrapping Up
70 to 80 percent of B2B buyers prefer digital support and remote services, according to Mckinsey and Company research.
The digital transformation in the marketing field is not forced on decision-makers but is accepted seamlessly. Thus, these five strategies answer the how, why, and when to target B2B buyers and turn them into prospective clients.
Both B2B sellers and buyers believe that digital transformation in the marketing field is safe, secure, reasonable, and saves time.
We believe it because 9 out of 10 decision-makers said they would prefer a video call to a personalized meeting!
Frequently Asked Questions
What are the best ways to implement B2B lead generation strategies in 2022?
- Be customer-centric.
- Set up the best team.
- Focus on content quality
- Reach out on all possible channels
- Measure the KPIs.
What is the one thing which will drive B2B's lead generation strategy in 2022?
Personalization is the thing that will ensure success in the lead generation strategy. The more personalized content and campaigns you deliver, the more chances of conversions!
Are B2B and B2C lead generation strategies the same?
No. B2B and B2C have different lead generation strategies. And that is because they have a diverse audience. A B2C strategy concentrates on convincing one individual, whereas a B2B strategy concentrates on a hierarchy of decision-makers.