How to generate more B2B leads through multichannel marketing - Part 1
Sales teams trying to grow their leads may focus on inbound lead generation, outbound marketing, or both. Needless to say, the end goal of most marketing efforts is to make sure people get to your landing page and generate leads for the business.
The process of lead generation has become a very dynamic process that could be achieved in several ways with the help of marketing automation. B2B companies looking for leads from their target audience should implement multi-channel marketing for a higher conversion rate. Customers are continually seeking information from different mediums and lead generation is crucial at this point in your lead generation process. With the pressure to find new customers, B2B companies are taking the next steps in multi-channel marketing and improving their lead nurturing process.
Generating B2B leads with multichannel marketing can be daunting. Follow these steps to get closer to a holistic marketing approach:
Focus on the audience
B2B marketers never spend countless hours trying to figure out who their buyer is, what they look like and how to duplicate them when finding a new lead. Another important aspect to know about your audience is where they are looking for information. In the B2B space, it is very important to be specific about the audience you are targeting. For example, you could target marketing managers of a company with between 100 and 500 employees in the United States. Logically, you have to determine the best medium to reach this audience.
Once you've selected your target audience, create a customer persona that details any insights you might have about your buyer. Find out where they go when looking for information, what their delays might be, how they build trust in another business, or if there are multiple players involved in the buying decision. This will help determine what types of channels to advertise or become active on.
Integrate channels
- For so long, marketers have placed TV ads, radio ads, print ads, etc. Now that digital marketing has become more and more popular, experts are optimizing their designs and energizing them everywhere. Using a range of tools increases your chances of being seen, engaging, and building a relationship with your audience. Well-done multi-channel lead generation will not only increase your reach, but decrease your spend compared to how marketing was once done. Lead generation marketing done with a multi-channel approach can use some or all of these tools:
- Social media
- Text messaging
- Website and blogs
- Mobile app
- Online advertising (pay per click)
Effectively generating a qualified prospect using a multi-channel approach means adopting an integrated approach. Optimize each media to its full potential. By using snippets from a webinar to create a social media post and then developing a white paper on the same topic, you can save a lot of time. A social media lead is one of the many potential customers who can easily turn into a quality lead for your marketing team. The same goes for any potential prospect in your lead generation funnel, each potential customer can experience a tailor-made customer journey through a multi-channel lead generation technique. Content syndication is another content marketing technique that helps you acquire your next sales lead in B2B lead generation. Supporting your presence in other ways will result in a seamless lead generation strategy.
