20th Dec, 2019
, , Designation
When it comes to lead generation, improving lead quality is still the top priority for 68% of B2B professionals, while for 55%, lead volume is a major concern. In the coming year, competition is going to get stiffer and while the size of opportunities will become bigger, challenges will continue to transmute to make opportunity-seizing tougher than ever before.
Let’s look at five ways in which you can smoothen the rough edges around your lead generation strategy and be ready for the kill in 2020:
1. Create high quality content for each stage of buyer’s journey
Your content can either make you visible or invisible. To avoid the latter, ensure that your content is value adding and not just space-filling. A study revealed that 51% of B2B buyers rely on content for research and making purchasing decisions. Also, in the era of hyper-personalisation, aim for creating a balanced content plan which caters to each segment of the buyer journey. Plus, while viral and in-the-moment content will make you stay relevant, ensure that your content strategy has some good evergreen pieces as well
2. Gate your content strategically
This is one of the trickiest point for any marketer – will the gated content enable b2b lead generation or make prospects apprehensive of exploring your turf further. The trick is to ensure that you’ve a handsome repository of valuable content – premium content which has a healthy mix of facts, thought leadership and data, makes for precious gated assets. People will have no qualms in giving their information to you if they find merit in your content. Strategic content gating has proven to boost the conversion rates significantly.
3. Optimise your landing pages
Multiple offers or CTAs in one page will not give you more clicks but will confuse the reader. Studies show that multiple offers in one page decreases the conversion rate by 266%. Hence, play smart and keep your communication focused & impactful instead of going all out in one go and overwhelming the prospective customer.
4. Push for Online Reviews
The power of testimonials can not be emphasized more. Prospects would trust reviews from people whom they don’t even know instead of believing what your sales rep just shared with them. As per a study, 92% of consumers read online reviews when considering a product or service and they are likely to spend 31% more on businesses with stellar reviews.
5. Leverage the video rush
As per a LinkedIn survey, for 62% of B2B companies, video was highly effective for driving brand awareness. Another study reports that by 2022, online videos will constitute for more than 82% of all consumer internet traffic. So, go ahead and use videos in your initial mails or your awareness content or you can even share your testimonials in video format – but just don’t shy away from video anymore.
What do the potential customers want and what is that you can deliver – a perfect overlap between these two means a good lead generation engine. Above listed best practices along with other nuances like a greater number of personalised touchpoints, smart leverage of marketing automation, sensible retargeting etc. are going to help you nail the lead generation game in 2020.