Sales teams trying to grow their leads could be focused on inbound efforts, outbound efforts, or both. Needless to say, most marketing efforts have the end goal of generating leads for the business.
Lead generation has grown into a very dynamic process that could be done in several ways. B2B companies searching for leads should be implementing multichannel marketing. Customers are continually searching for information on different media. With the pressure to find new customers, B2B companies are taking the next steps in marketing to multiple channels.
Generating B2B leads with multichannel marketing could be daunting. Follow these steps to get you closer to a holistic marketing approach:
Focus on the Audience
Marketers spend countless hours trying to determine who their buyer is, what they look like, and how to duplicate them when searching for more leads. Another important aspect to know about your audience is where they go for information. In the B2B space, it is very important to be specific about the audience you are targeting. For example, you could be setting your sights on marketing directors of a company that has between 100-500 employees located in the U.S. Logically, one must determine the best media to reach this audience.
Once you select your target audience, create a customer persona that details any insight you might have on your buyer. Find out where they go when searching for information, what their holdups might be, how they establish trust in another company, or if there are multiple players involved in the buying decision. This will help determine the types of channels to place ads in or to become active in.
For so long marketers have placed TV ads, radio ads, print ads, and so forth. Now that digital marketing has become increasingly popular, experts are optimizing on their creatives and blasting them everywhere. Using a range of tools increases the chances to be seen, engage, and form a relationship with your audience. Multichannel lead generation done right will not only increase your reach but will decrease your spend in comparison to how marketing was once done. Lead generation marketing done with a multichannel approach can utilize some or all of these tools:
- Social media
- Text messaging
- Website and blogs
- Mobile apps
- Online advertising (pay-per-click)
To generate qualified leads efficiently through a multichannel approach is to take an integrated approach. Optimize each medium to its fullest potential. By using clips from a webinar to create a social media post and then developing a white paper on the same topic can save lots of time. Supporting your presence through other mediums will give rise to a seamless lead generation strategy.
Find Your Audience Where They’re At
The struggle with marketing is being in the right place at the right time. This is where a multichannel approach comes in handy. Being present on multiple channels will give you a much broader reach. Although some may mistake multichannel for ALL channels, the purpose is to be the most efficient you can be. Choose the most effective channels for your audience.
With B2B buyers taking a turn in the generational gap, many will be younger rather than older. This generation is more online than the last. Targeting through mobile, apps, and online will be much easier than a newspaper ad. Making sure that you are detailed when describing your customer personas will really come into play here.
While using multiple channels may seem like doing more work, the opposite is true. So much time is spent on creating ads, blogs, webinars, videos, and content. There is no reason to create a new piece of content for each channel. Again the opposite is also true in this case. Having the same messaging across all mediums will give you the branding you desire. Making sure that everyone is on the same page will help with transparency and consistency.
B2B lead generation can be effective and efficient. Multichannel marketing is a great way to reach your customers of every industry, size, and level. Take your inbound marketing to the next level and give your customers the convenience of finding you through their favorite channels.