Lead generation at all stages of the sales and marketing funnel isn’t easy. There are many different approaches, strategies, tactics, and techniques and no one person has all of the answers. However, the basic B2B formula online looks like what we call inbound marketing today. That’s all and good, but with the plethora of businesses adopting inbound marketing, it’s never been harder to drive leads online. There is a silver lining, however. Inbound marketing can be augmented with acceleration driving technology and tactics.
Perspective is always important when you’re planning, executing, and monitoring the performance of marketing campaigns. Audience research tools have been around for decades to facilitate media planning and buying across various channels online and offline. Most of these include the likes of ComScore, Nielsen, and Roy Morgan, which are paid tools heavily adopted by media agencies. Major networks have since introduced their own free media planning tools such as Google’s Display Planner. And with the rise of Facebook advertising, the network has also introduced their own audience insights tool called Facebook Audience Insights.
Over 72% of all online adults are now on social media. In response, marketers across the board are upping their efforts and resources towards social media marketing both in B2B and B2C scenarios. Since users turn to social media to connect with, congratulate and criticize brands they use, we'll examine some awesome tools which bring in accountability and measurement to social media marketing.
If you’re in the professional services industry, you already know that the competition today is fierce. What many executives don’t know, however, is just how critical a B2B website is in helping professional services firms stand out from the rest of the pack. So, how important is it? The Hinge Research Institute has found that 80% of professional services buyers check out a firm’s website to evaluate them as a potential provider.
Running a business? Want to generate more revenues? Leads are exactly what you need. Only then you can pursue those to convert them into your customers. But how can you do that? Are you using LinkedIn for your business? It is undoubtedly one of the best professional networks available.
How much content do we need to produce before we can just get started? What pieces do I have to create to make this work? And when will I start to see traction on all of this content? These are some of the most common questions I hear when speaking with folks about planning a demand generation-focused marketing approach that is anchored by content.
The social media has today grown into an essential lead generation tool for companies of all sizes and in all manners of business. The platform offers a unique way to search, find and engage prospects. Statistically, more than 58% of marketers who have been using the social media as a marketing tool for the past three years state that it has helped them increase their sales. But not everybody succeeds. A certain level of knowledge is required.
Even if your lead generation plans haven’t rolled out quite how you expected them too, don’t be disheartened B2B marketer. There’s plenty of time for you to pull back those results. By following these 3 steps to recovery you should be well on your way to lead generation success this year.
My advice to people beginning on the same journey? By all means, start on LinkedIn and do it well. It’s a wonderful growth hack. But when you need to generate leads on a larger scale, add more channels into the mix, since it won’t hold its own. And never abandon it – you will always find thought leaders and partners you want to engage with on Linkedin. Last, but not least, don’t stop working other channels too, be it media, non-LinkedIn social distribution, PPC, SEO and especially email where call to actions can and do work wonders. Bottom line, don’t put all your MQL eggs in one basket, but LinkedIn is your yummy icing on the cake.