Your marketing team may be struggling with current B2B demand generation strategies. You are not alone! Many businesses tussle with those slippery leads, trying to get them into the sales funnel.
There are, however, 4 best practices savvy marketers use to wrangle those contacts into leads. And 1 really bad one. Let's talk about them:
#1: Marry your brand. If your company doesn't know who it is, prospects won't, either. A consistent voice and feel needs to be woven through every one of your campaigns. Marketing must decide on the branding, and stick with it. If this is difficult, consulting a professional inbound marketing agency is a superb way to leap this hurdle.
#2. Create buyer-centric messages. B2B demand generation strategy will be successful if you strive to reach your specific buyer with information they find valuable. Understanding your buyer is vital to every lead generation initiative.
#3: Test the results. The only way to turn a tepid campaign red hot is to test. Analyze every campaign, see which ones are rocking and which ones are sinking, and try to put a finger on the specific components that turn your customers' heads. Is it a color? A particular email layout? A certain subject? The answers to these questions are gold.
#4: Slice up those clients. Not literally! A well-developed B2B demand generation strategy demands correctly segmented buyers. Throwing all the buyers together and creating generic messages will light nobody's fire, and the sales funnel will stay empty. Segmented lists allow marketers to precisely target potential clients with delicious messaging that will keep them coming back for more.
These 4 actions will hurtle your current B2B demand generation campaigns to the next, higher performing level.
Now for the action that will derail it all (which you probably skipped to the bottom of this blog to read first anyway, didn't you?)
Don't be a stubborn bonehead. Campaigns have stalled and the marketing team is struggling with aspects of the lead generation initiative. Save time and money by hiring an inbound marketing agency. Failing to seek assistance with a project as complex as B2B demand generation can net paltry campaign results, and a bunch of wasted time and money. A marketing professional who is experienced with inbound marketing will be able to steer you toward the answers you need to create and maintain a powerful, productive campaign.
Now go for it!