HOMEBlogAmazing B2B Marketing Tips to Increase Lead Generation in 2017

Amazing B2B Marketing Tips to Increase Lead Generation in 2017

4 MIN READ

As we rapidly approach the end of 2016, it is time evaluate B2B marketing trends that will emerge and what you can do to prepare. 2017 will see the continuous evolution of current B2B marketing trends and new B2B marketing trends and technology will become more mainstream and acceptable such as social media marketing and increased influencer marketing. Despite what year it is, any successful B2B or B2C marketing strategy must be designed for lead generation. It is no surprise that 85% of marketers indicate that their primary priority is to generate new, high converting leads. In 2017, Cynthia Srednicki, CEO & CMO of Dreamweaver Brand Communications expects “intense B2B lead competition across all vertices” as such, developing and executing a lead generating B2B marketing strategy and simultaneous marketing campaign is no easy feat. As we enter 2017, it is critical that your B2B marketing strategy include the following:

1) Define Your Target Audiences and Buyer Personas Well
2) Create Content that Resonates with Your Target Audiences and Buyer Personas
3) Set and Monitor Content Conversion Goals
4) Determine Contact Points
5) Continuous Quality Improvement

1) Define Your B2B Target Audiences and Buyer Personas Well
Regardless of industry, every B2B marketing strategy shares a common a common best practice; target audiences and buyer personas can be defined and refined at any moment. It is imperative that concentrate your B2B marketing efforts on your core audience group because it is impossible to market to everyone at once. Anyone other target audience or buyer persona come second to that small, core audience group with the highest chance of converting.

2) Create Content that Resonates with Your Target Audiences and Buyer Personas
Upon discovering or rediscovering your target market, your B2B content marketers need to focus their energy that solves their problem but more importantly resonates with them and connects with them on an emotional level. In 2017, content will be the driver of every type of marketing strategy both B2B and B2C. The content equation you have to solve is to evaluate and determine the context of your target audience’s situation. If you fail to understand what they care about and their unique purchasing path, you are going to be guessing what is going on in their minds.

Determining your buyer’s journey, how they make their purchasing decisions, and what they respond to is the B2B information you need. However, identifying all three of these is much more complicated than you might think. Your first step should be focusing on finding their buyer journey, motivations, and pain points. With this information in hand, you are in a much better position to persuade them to sign or make a purchase with you.

3) Set and Monitor Content Conversion Goals
For every piece of content, you or your B2B marketing agency must set a conversion goal. Not all pieces of content are created to lead to a purchase. B2B marketing content could be designed with the intent to lead the potential buyer to the next piece of relevant content. When setting and monitoring conversion goals, remember it is all part of the buyer’s journey and the purchasing path you are taking your B2B prospects through.

Setting conversion goals is not as hard as you think but when setting them, the goals should be appropriate to whatever stage of the buyer journey your target audience or customer has reached.

Experienced B2B marketing agencies like Dreamweaver Brand Communications would review your conversion goals often and tweak them when needed. You should continue refining and optimizing your conversion goals to maximize your conversion rate.

4) Determine Contact Points
In 2017 starting the engagement process with potential buyers is a top priority. Just like the old days, the modern customer still wants to have a professional relationship with the brand or business they work with. Determining your outreach strategy is critical. Figuring out how you are going to engage with the buyer will depend on your work and findings from earlier. Different types of audiences have their preferred method of communications. Some prefer social media, others prefer Google Hangouts or Skype, while others prefer telephone calls or even better yet face to face.

Make it easy for the buyer to contact you on their terms on a platform of their choosing.

5) Continuous Quality Improvement
Established B2B companies have B2B strategies and tactics that are continuously refined for each buyer persona and each stage of the buyer’s journey. Fear not, if you stumble on your first in-house B2B marketing efforts.

Established B2B marketing companies review the metrics and fine tune their marketing efforts to maximize ROI and to stay ahead of the latest B2B marketing trends. If you are initially going to do B2B marketing in-house, you must have a quality control process setup to ensure that each stage of the buyer’s journey is running smoothly and more efficiently.

Quality improvement includes monthly performance reviews with your B2B marketer and monitoring the sales funnel, Google Analytics and of course your sales numbers.

Hiring a B2B Marketing Agency for an Optimized Experience
With the constant state of change in B2B marketing, it is often cost effective to outsource your marketing efforts to an integrated brand communications agency like Dreamweaver Brand Communications. With Dreamweaver handling your B2B marketing, we can quickly adapt to changes in audiences’ preferences and keep your sales funnel full. B2B marketing and strategy take time; learn more about our integrated B2B brand marketing and communication services for your company.

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