People-Based Marketing - a Handy Solution for B2B Companies

 

B2B leads could add tremendous value to your marketing strategy and play a crucial role in accounting for high revenue and facilitating business development. However, it is equally important to select the right B2B lead generation solutions to support business growth and enhance the efficacy of the marketing efforts.

Develop marketing and sales plan with correct data

In this changing business era, lead generation companies no longer depend on age-old tools. B2B companies are finding more efficient and enhanced solutions to keep their feet firm in the market. Creating high-quality leads (HQL) in good numbers is a key challenge for top lead generation companies in the present scenario.

New methods followed by B2B companies to enhance their business platform and relationship with consumers include:

·         People-based marketing (PBM)

·         Content syndication marketing

·         Demand generation solutions

·         Install base targeting

·         HQL solutions

·         Account-based marketing (ABM)

·         Intent-drivenmarketing

Are you ready to know more about PBM and its high quality lead generation value?

Let’s begin.

What is people-based marketing?

People-based marketing or PBM is also termed cross-device marketing. It entails classifying consumers or prospects as an individual and not devices or cookies.

In short, it collects consumer data from offline and online sources, and with the help of a rich consumer profile, it correctly recognizes and targets consumers across various devices.

It develops cross-channel techniques to create a multi-channel experience for consumers that will make the client come back.

PBM is known to identify real people instead of proxies or cookies and delivers marketing interactions to known individuals. It is the most effective strategy for generating B2B leads. 

B2B companies with people-based marketing solutions could take their customer relationship management (CRM) data and utilize it to identify online targets.

Why people-based marketing solutions?

B2B marketing companies prefer people-based marketing solutions to –

·         Reduce advertising budgets

·         Better understand consumers

·         Help expand reach by targeting real consumers

People-based marketing solutions are known to help brands develop relationships with consumers.

A demand generation solutionscompany could tap the PBM strategy to power sales revenue. All you need to do is discover a reliable demand generation solutions company that offers you a plethora of B2B lead generation services to fulfill all your demand generation needs.

PBM and B2B appointment setting services

PBM powers sales revenue with the help of B2B appointment setting services that concentrate explicitly on producing leads and enabling salespeople to focus on closing sales.

Appointment setting is basically getting in touch with the client/lead to set up a sales meeting. Moreover, appointment setting services play an important role by maintaining relationships with present consumers and producing high quality leads.

B2B appointment setting services are used when –

·         Consumer data is inaccurate and unstructured

·         Requires too much time to create a system to nurture leads

·         Marketing and sales teams are busy

Final verdict

PBM has been in the limelight in recent years, with about 93% B2B marketers investing in it. A data solutionscompany uses first-party data to integrate PBM in its marketing strategy.

The demand generation solutions company adopts the latest and innovative marketing technologies and tools and develops a strategy to boost today’s changing business environment.

B2B appointment setting leads to a higher-performing sales team. This is where B2B lead generation services change the game by creating a difference across several stages of the sales funnel by adding extra value before taking the process to the next step.

ABM + Content Syndication = Growth, Brand Visibility, Revenue Potential

Marketing is an incessantly developing space. As new things evolve, you need to adapt. The same goes for marketing, more specifically B2B marketing. It is not necessary what worked in the past will work today. This is why modern B2B sales leaders and marketers hunt for new tactics. The account-based marketing solutions are one such growth tactic.

What is account-based marketing?

Account-based marketing or ABM is a proven strategy used by marketing teams to focus on a specific type of consumer, one that they produce a tailored content story for.

For instance, a computer software company with a specialty in the healthcare division decided to focus its efforts on IT managers within their state. Its ABM strategy built a storyline around the target parameters’ persona and developed content targeted toward IT managers. Thus, creating an easy portal to reach the right consumer.

Account-based marketing is one of the best options to engage with highly qualified leads (HQLs). Moreover, HQL solution services will help you get high-quality leads to beat the competition around you using the best B2B lead generation strategies. ABM tactic encourages companies to eye the most promising consumers.

Joe Chernov, Chief Marketing Officer at Pendo.io, explained: “ABM aspires to be zero-waste marketing. It’s a model that targets only the companies and contacts that are likely to buy your product and that sales have pre-committed to try to close.”

Top four benefits of account-based marketing

Here are four benefits that the best demand generation company derives out of ABM –

·         ABM offers ROI (Return On Investment) clarity

·         Strong alignment between sales and marketing

·         Enhanced consumer experience

·         Effective and optimized marketing and sales funnel

“In traditional demand generation, marketing throws leads over the fence for sales to chase. In ABM, there is no fence. The collaboration is close, constant, and totally focused on defined, account-specific objectives.”

How will a content syndication program help in your ABM?

Content syndication is a web-based program in which your company content is re-published by a third-party website. Digital content such as videos, blog posts, infographics, and articles can be syndicated.

When combined with ABM, content syndication is powerful. In short, ABM and content syndication go hand in hand.

·         Make your content take the lead and increase the ROI of your content creation

·         Make the content highly personalized to increase content relevance

·         Nurture leads efficiently

·         Take benefits of social networks

·         Enhance the quality of a lead

This is how a content syndication program will help you supercharge your ABM and produce B2B leads. Content syndication can increase brand visibility with minimal effort.

Following are major content syndication programs used by a demand generation company –

·         Joint webinar

·         LinkedIn publishing

·         Guest blogging

·         Video sharing sites

·         Weekly podcast addressing consumers pain points

·         Free content syndicating networks

·         PPC promotion on social media platforms such as LinkedIn and Facebook

A Demand generation company uses content syndication to get content and an organization into the limelight that it wouldn’t usually get. Also, an HQL service provider company prefers the content syndication program to nurture their leads.

Final words

Account-based marketing, content syndication, marketing qualified lead (MQL), and highly qualified lead together form a strong pillar of a demand generation company.

The combination of content syndication and ABM could lead to a potential consumer, otherwise termed as a marketing qualified lead, which will then be nurtured to generate new opportunities for your organization.