Georgina Quinn is the Head of Inbound Marketing at Lead Forensics. She’ll be exploring what the past few weeks has taught her, and what B2B lead generation looks like in the current climate.
Coming up with creative, engaging B2B lead generation ideas is no easy feat — especially when we compare it to the consumer marketing world. Unfortunately, as B2B marketers, we’re not afforded the same creative freedom. When we consider the current climate, with organizations everywhere working from home, we’re presented with more challenges than usual. In these uncertain times, nobody can predict the future. But, at Lead Forensics, we wanted to view this challenge as an opportunity to grow, adapt our processes for the better, and learn a thing or two about what lead generation in 2020 looks like.
When it comes to lead generation in marketing and sales, it’s safe to say we know what we’re talking about. Our innovative website visitor tracking technology has been supporting B2B organizations, revolutionizing business websites, and generating hordes of engaged leads for businesses around the globe for more than a decade. As Head of Tactical Inbound Marketing, it’s my job to ensure we’re executing the ultimate inbound marketing strategy to generate high-quality leads for our world-class B2B sales team. Here’s what I’ve learned so far.
Aligning sales and marketing is a must for success
For years, marketing and sales teams have been urged to work as a one. They are infamously misaligned, and while lead generation typically falls under the umbrella of marketing, sales teams can play a crucial role in helping to get it right. While working remotely, this has never been more crucial! Remember, the better quality the lead in the first instance, the more chance your sales team has of converting it. And, sales reps need to manage every marketing lead effectively for the best results. A robust and clearly outlined lead qualification process is vital — so develop a channel of communication, ensure accountability across departments and encourage teamwork to obtain the best results.
There’s a new B2B buyer journey
The already complicated B2B buyer journey just got a little more challenging. In uncertain times like these, buyers are even less likely than usual to be making snap decisions. For buyers, this means research, and — you guessed it — more research. Prepare your team for an increase in hesitation, but work together to find a solution for this. Create more content outlining the benefits of your product, ensure your Unique Selling Points remain unchanged in the current climate, and position yourself as a leader in key industries to build trust and foster loyalty. Now more than ever, business leaders are looking for solutions to help them thrive. And, decision-makers are in an especially unique position — with considerably more time at their desks than usual. If your product or solution is valuable to them, they need to know about it!
Everyone is online
Whether we’re talking about B2B leaders or our friends and families, it’s safe to say we’re all spending an increased amount of time online. This helps inform businesses as to where their lead generation activities should be taking place. It’s simple. With no meetings, events, or conferences, our strategy has to evolve. So, consider what you’re doing with the budget you’d normally spend on tickets, transport and exhibitions. Instead, up the ante on your outbound lead generation, invest in paid social and PPC adverts and increase your content marketing output. Encourage employee advocacy on key social media platforms, personalize your approach for high-value industries or target accounts, and transform your website into the digital hub of your business. We’re hurtling towards an entirely digital marketing strategy — and now is the perfect opportunity to prepare.
This year, innovative marketing tech has helped businesses achieve incredible things. Through the power of technology, large-scale organizations are able to do their jobs from the comfort of their own homes and still achieve great results. We can communicate effectively, automate processes for enhanced productivity, integrate and streamline technology, and make data-fueled decisions with the analytics, insight and information these tools provide. It’s the future of effective lead generation and, for us, has been essential for remote working success. To improve the quality and quantity of leads you generate, speed up your lead to customer journey and offer a seamless experience, building an unbeatable martech stack is pivotal.
Lead Forensics is an innovative B2B lead generation software that transforms websites into a hub of engaged leads. It works by utilizing intelligent reverse IP tracking software and a global leading database of business IP addresses to track your website visitors, reveal their identity and notify you in real-time. Users are provided with the business name, contact details of key decision-makers and detailed visitor journeys outlining the time spent on your site. This way, marketers and sales reps have everything they need to reach out to the right person, with the right information at the right time. Book your Lead Forensics demonstration today!