In a highly competitive business scenario, B2B lead generation is more important than ever. However, there are certain things to take care of when one thinks of making the move.
The recent advent of B2B lead generation tactics has been a boon as well as bane for different organizations. A boon, because there are more options than ever before to get more business.And a bane because in such a vast multitude of options, finding the right channel to promote business is quite the task. However, there are certain moves that can help companies gain a distinct advantage in a competitive environment.
1. Useful content: As per Google, tech buyers consume nearly 14 pieces of online content before making a buying decision. This means that companies producing informative content can play a key role in establishing thought leadership. This helps in B2B lead generation and sets the stage for winning the business. It may sound a bit counterintuitive, but the fact is that by avoiding selling and offering prospects with helpful information like blogs, whitepapers, e-books, etc. can win their trust and get more business from them
2. Trade shows, conferences and industry gatherings: The best B2B lead generation tactic is to give an event presentation and follow the same with letters, calls or emails to people one connected with. The major advantage is that speaking at such an event gives one name and face recognition. This separates them from the thousands of vendors or service providers. By following up, one further strengthens that position they occupy in the customers’ mind.
3. LinkedIn: Research shows that traffic from LinkedIn is the most valuable B2B lead generation resource for companies. The lead conversion rate is more than 2.7 percent, nearly thrice that or Twitter and Facebook. The reason behind this phenomenon is that a majority of the people present on LinkedIn are professionals, and the likelihood of dealing with someone who is from the target audience has the authority to take decisions is higher than other channels. LinkedIn Groups have been created to specifically cater to the concerns and challenges that are faced by buyers and their geographic location. However, LinkedIn helps in making it easy to view what potential buyers are talking about and tailor their content accordingly. The only thing that’s needed to be taken care of is not to over sell. Instead, one should focus on creating relevant content that is shareable as well as relevant to potential buyers. Info graphics, quick tips and case studies are just some channels to get the message across. The rest is up to one’s imagination!
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