Five Mistakes That Are Costing You Precious B2B Leads
Generating
qualified B2B leads is a challenge, to say the least. It can be much more
difficult than capturing B2C leads, as some niches are notoriously tough to
penetrate, some prospects are tough taskmasters, and some buying cycles are
painfully long.
And it takes significantly more
than just running ads to reel in and validate your B2B leads. The process is
rigorous and involves carefully thought-out components working in unison. B2B
leads also typically require more nurturing in the middle of the sales funnel.
However, getting the process
started requires strong tactics to qualify the most valuable prospects. This is
much easier said than done, and it's easy to make mistakes along the way. Here
are five inexcusable ones that you can, and should, avoid.
1.
Not Keeping Tabs on Website Visitors
One of the most efficient ways
to generate leads is collecting information on the people who visit your
website. The ability to see what both known and unknown visitors are doing on
your platform gives you a huge upper hand in learning what they are interested
in and how to target them effectively.
Visitor
tracking usually has a narrow focus on individuals' behavior while they browse
your website. But with the help of Web analytics tools, you can see where they
come from, what elements of your site they're engaging with, and how frequently
or recently they've interacted with you.
Some 98% of your website
visitors will never contact you. But that does not mean they are not interested
in your products. By using features such as Behavior
Flow and Funnel
Visualization in Google Analytics, you can get an in-depth look
at how your Web content is faring with visitors. You can determine which leads
would be the most beneficial to chase, as well as gain insights on optimizing
your sales process.
2.
Omitting Lead-Nurturing Emails
As noted earlier, B2B leads
require a greater and more intense focus on lead nurturing. There are all kinds of lead generation tools that work in
varying stages of your sales cycle, from lead generation to managing customer
relationships. They can help you a great deal in connecting with your leads and
keeping them engaged across marketing channels, through months of nurturing.
Whatever your favorite tech stack
and methods for lead nurturing, the channel that works best for this purpose is
email: According to Econsultancy's Email
Marketing Industry Census, 73% of marketers say email drives good or
excellent ROI; that's more than for any other channel.
Accordingly, not having an
email marketing strategy in place is one the biggest sins you can commit; it is
most likely costing you a great deal of leads as well as revenue. When a
visitor opts in to your list, they have already shown interest in your product
or service; in other words, they want to hear
what you have to say.
Once you have clear goals in
mind for a campaign, you will need to segment your subscriber lists based on
the where and how prospects match up to your sales funnel. Your favorite email
marketing app may even have list segmenting as a default feature; more robust
automation platforms (such as SharpSpring) make it easy to create dynamic segments
based on rule settings.
From here, you can automate
responses to communicate with subscribers at the most optimal times. For
example, you can have an autoresponder in place that reaches out to new
subscribers to your newsletter within minutes, breaks the ice, and starts new
avenues of conversation.
Ultimately, B2B customers need
to keep
reading your emails. Incorporating a strategy for sustained
two-way communication into your marketing plan is vital to maintaining and
nurturing valuable leads.
3.
Overlooking the Spontaneity of Social Media
There's no denying that both
B2B and B2C marketing landscapes are more and more dominated by social media.
If used correctly, social media is a phenomenal avenue to showcase your
expertise while conveying and expanding a unique brand persona
An IDC report found that 75% of B2B buyers
incorporate social media into their purchasing decisions. That's a lot of
potentially missed opportunities if you fail to access the power of the social
networks that your audience frequents.
Depending on your industry, you
don't necessarily have to include every network in your marketing mix. Start by
identifying which ones have an environment most relevant to your business. In
general, LinkedIn, Facebook (with interest targeting and Custom/Lookalike
Audiences) and Twitter (with interest targeting and Tailored Audiences)
typically work well for B2B marketing.
At first glance, posting content
on social media may seem like an easy task. However, posting the right stuff at
the right time will take a bit of research. Be sure you are using social
monitoring tools (such as Mention)
to get an idea of what the most discussed topics and concerns are in your
industry.
The more keywords or brands
related to your operations you track, the easier it becomes to craft your posts
to play to consumer interests with more certainty.
4.
Focusing Too Narrowly With Your Content
Marketing common sense says
that personalization is central to pleasing prospects and making sales.
However, in the B2B universe, there is a fine line as to what is "too
much" personalization.
In B2C, you are almost always
aiming to convince only one person to buy. In B2B, however, on average 5.4 people are involved in signing off
on purchase decisions. In this situation, varying priorities come into play. By
creating content aimed at a specific or single topic, you might end up ignoring
the objectives of most of the decision makers. When you're at the drawing
board, you need to devise a content strategy that does away with
interdepartmental differences and creates a consensus among the buyers.
For starters, try to find
common ground among all potential decision-makers, and choose content topics
accordingly. You'll need to create content that addresses concerns while
touting advantages for all parties. Just be prepared to have communication
channels such as live chat or email ready to answer further questions about
your product.
5.
Not Testing and Adjusting
In today's digital landscape,
just about every facet of your marketing strategy needs to be tested if you are
to cater to rapidly evolving consumer expectations and beat increasingly nimble
competitors. Failure to test the factors that influence your strategy amounts
to bringing the growth and development of your entire sales cycle to a grinding
halt.
A/B testing is a relatively
easy concept to grasp. Basically, it involves running two versions of a certain
element to determine which one yields better results. You could test different
email subject lines, CTA button colors, and various landing page components to
find which combinations end up bringing in more leads.
Various tools (such as Optimizely)
allow a multitude of experimentation options and provide in-depth analytics on
the performance of different variations of your pages.
Nudging your leads through the
conversion funnel involves using the information you gain from testing to
determine your next move. As any digital marketers can tell, there are very few
guarantees in this field. Analyzing any and all data you can collect is your
best approach to learning what your leads and prospects are looking for.
At
the end of the day, lead generation is B2B marketing's primary task. It is also
the trickiest. Getting disconnected from what customers want happens a lot more
and faster than you think. Although we all make mistakes along the way, the
idea is to minimize them by staying proactive and tweaking your content and targeting
with insights from your analytics.
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