How to Build a Customized B2B Marketing Strategy?

 Developing a well-defined strategy is an important step if you’re starting a new business or already scaling up. It can help avoid mistakes and improve marketing efforts. Developing a B2B marketing strategy is an essential step in business growth.  

And for building it up, you know a sound knowledge of what exactly is B2B Marketing Strategy.

B2B stands for business to business. In this case, one business directly works with another business. It refers to selling and promoting goods and services by one company to other firms or organizations. You need to understand the terms that combine and form an effective marketing strategy.

In this article, you will get a brief knowledge about the leading Customized B2B Marketing Solutions that will transform your business preposition and revenue.

Personalization through account-based marketing (ABM)

Significantly, account-based marketing is implemented in current times because people are looking for a personalized approach.

ABM is about focusing marketing campaigns on business prospects that you single out ahead of time. It is becoming a preferred tactic as marketers align their efforts with revenue and profit directly. It requires a narrow focus and approach for each account, a good example of personalized B2B.

Personalization through people-based marketing (PBM)

Out of the several customized B2B marketing solutions, people-basedmarketing takes a personal marketing approach. It allows brands to customize messages and deliver campaigns at optimal times.

PBM marketing is about collecting data to determine important outcomes, such as sales by the person for a certain period, the pattern of media exposure, and the complete path to purchase. Implementing this approach will help to get a hold of rich customer profiles.

Personalization through install base marketing

To win and succeed in business, every B2B company should understand its customers. It is significant to keep a watch and undermine a customer’s journey while using a product or service. Install base marketing is all about a B2B company determining how a customer uses many products at a given time.

The company can analyze the install base data and use it to create up-selling and cross-selling the offerings, convert prospects to customers, and gather captivating insights on buyer profiles. It will further assist in generating lead and can be termed lead generation services.

All the above services are handled and offered by any lead generation or demand generation solutions company.

Interesting fact – The best lead generation company and data solutions company will always keep pace with the latest trends, specifically, the services mentioned above.

2021 & beyond suggests personalizing the customer experience right from the start. This way, one can encourage leads to make progress. The lead interaction helps customers feel welcome and encourage them to stay longer. Consider focusing on account-based marketing, people-based marketing, install base marketing, recognize people and their choices, and then create the best user experience for them.

But, the quality of data collected emphasizes to be high. If the personal information, buyer’s choice, locality, and journey are not up to the mark, it can result in prospect loss and waste of money, time, and efforts. Thus, high-quality leads are valuable as they provide deep insight into a prospect’s situation and organization.

Make a smooth and hussle free move to these services while building a customized B2B marketing strategy. Find business accounts making visible progress even with a list of strong competitors.

Why is Account-Based Marketing Called Need of the Hour?

 

The marketers who have been doing this particular job for ages have seen many evolutions in marketing best practices. They have witnessed a rise in digital marketing vs. offline marketing. Then, there was a visible growth of social media marketing within digital marketing. After that, there was a hype of marketing automation technologies, which replaced human marketing activities.

The recent trends in the market are Account Based Marketing (ABM) or People Based Marketing (PBM). These trends have the potential to transform everything for B2B marketers. In the article, you can learn how ABM marketing and People Marketing differ from each other.

The approach led by account based marketing is listed below in points.

Working on account based lead generation

Marketers must note that intent-driven account-based marketing is compelling because it focuses on a fixed category of buyers. The approach is personalized rather than a generic one.

Further, start gathering the data about the customers you want to reach out. There are platforms such as AngelList and Google searches that can provide a list of prospective customers in the industry. Also, visitor identification tools can give a list of companies visiting your website.

After you have the list, bring out their size, location, and industry type. If there are companies that aren’t your ideal customer, remove them. The remaining companies are your target to be reached out with the relatable and best quality content. You can also term it as the primary job of an account-based marketing company.

Make space for automation

Selling B2B is a complex process because it requires appealing to multiple persons. The method of spending ‘equivalent to a full-time worksheet” comparing alternatives, talking to numerous representatives, and taking a ton of content for third-party sources is tedious.

The negative point that lies here a lot of campaigns lose potential leads during the early stage because they fail to follow up on a timely basis. So, introducing automation with intent-based data will allow the sales development team to spend more time talking to prospects without sacrificing early lead development.

Let me explain via an example. Create an event that pops up as an email campaign when a prospect visits your rating page or add up a new lead to your CRM (customer relationship management). Once the details are collected, then assign them to a salesperson or account-based marketing company.

Intent driven marketing or personalized marketing

People have their inboxes filled with messages and emails. But still, it hasn’t been harder before. The right buyer intent data can make things better. When there are tailored messages for different people with different priorities, then marketing becomes easy. It is then able to identify and attract qualified leads, similar to lead generation services.

You can make a personalized video that will show them how your business can help them grow, or you can also describe a solution addressing specific challenges that the prospect faces. 

The takeaway

Apart from the marketing challenges, the global pandemic also created many challenges. Things are slowly moving to the track again. Some new B2B lead generation strategies that are complementary fit to the realities of the new normal are leading the way. In simple words, high-quality lead generation strategies are firmly rooted in digital and automation.

If you are not using any B2B lead generating strategies such as ABM or PBM marketing techniques, you should probably reassess the entire B2B sales and marketing strategy. You will enjoy seeing how adopting ABM techniques might help you recover from all the downfalls of your business. 

How BANT, HQLs, and Customized Marketing will Rock B2B Industry

 

This article will reveal a secret about B2B lead generation strategies. But unfortunately, there is no magic bullet or a magic button you can push to land on a magical island of lead generation.

Let’s get started!

In the world of business-to-business (B2B) sales, a qualified lead, i.e., a potential buyer, plays an important role in the organization’s service or product.

But how exactly do leads get qualified?

One of the oldest and exclusively used lead qualification techniques is BANT. BANT stands for Budget, Authority, Need, Timing. These elements help salespeople and marketers find out about the prospect’s interest in buying the product or services.

BANT qualified leads play a crucial role in BANT marketing services to hold their feet in the B2B industry. In addition, BANT qualified leads are the lifeblood of nearly every business, i.e., offline and online. In short, lead generation is key to business success.

Similarly, highly qualified leads/high-quality leads (HQLs) or HQL solution services are the nervous system of every business.

HQL – the way into a sales funnel

Every B2B lead generation company invests a lot of time in getting HQLs.

Attracting HQLs to your organization = converting great opportunities into clients

A fixed source of high-quality B2B sales leads could –

·         Shorten sales cycle

·         Lower sales cost

·         Increase overall enterprise revenue

HQL generation services promise consumers a consistent and reliable flow of leads.

BANT and HQLs together account for the best sales qualified leads (SQLs) with the help of sales intelligence.

Customized B2B marketing solutions – the game changer

In the lead generation game, personalization also has an equivalent impact on the B2B industry. Customization is as simple as acknowledging a person in the subject line of an email. But marketing has evolved, and so does personalization.

Marketers can now offer highly targeted crusades based on an individual’s buying preference, web activity, demographic data, and more.

Customized B2B marketing solutions enable one to make a strong bond with consumers by offering personalized services and products, thus making consumers happy and indirectly boost sales.

John Jantsch, Renowned Marketing Consultant and Author, said, “Personalization happens when a marketer or salesperson can take a piece of content and make it more useful for a specific prospect or customer.”

Benefits of customization in marketing

As per experts, about 91% of consumers prefer organizations that give relevant recommendations and offers. Additionally, for better user experience, customization of services benefits the overall organization brand.

Let’s take a sneak-peek into the perks of adopting a customized approach in a marketing strategy:

·         It humanizes company brand

·         Boost sales and conversations

·         Enhances consumer experience

·         Increases brand awareness

·         Improves return on investment (ROI)

Personalized B2Bmarketing satisfies the needs of the best B2B data management company, the best B2B demand generation company, and the B2B data solutions company by improving their ROI.     

For instance, about 75% of business buyers expect vendors to personalize engagements as per their requirements.

Personalization helps increase the quality of new leads and their likelihood of conversion.

But what could you customize? For more clear vision, let’s look at the following examples:

·         Customization via account based marketing (ABM)

·         Customization via in-trial messages

·         Customization via email

Final words

The above pointers show that lead generation helps reinforce trust and increase revenue with BANT, HQLs, and B2B customization.

With the help of the best B2Bdemand generation companies, one can enhance the efficacy and output of the sales team to capture extraordinary leads.

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.

How to Generate an Ocean of B2B Leads at a Fraction of the Price

 The challenge

The renowned entrepreneur Bill Gates once said, “If I was down to the last dollar of my marketing budget, I’d spend it on PR.”

Getting these lines from a multi-faceted personality like Mr. Gates gets us all thinking about the intensity of marketing as a function and the area where we as a business should prefer to spend the last marketing dollar.

Today, as we understand the force of competition and alternatives available, it still so happens that a lot of entrepreneurs and industry giants try to curb their marketing budget.

We understand that marketing is the only space that gives room for tweaking the budget compared to any other function or activity in the organization.

So, now that we know that the marketing budget most often is compromised, why not play smart and generate an ocean of B2B leads at a fraction of the price?

The face-off

B2B lead generation is inevitable for business success. But is it wise to deploy an in-house workforce whose primary KRA is to crack a deal and generate ROI and not leads?

Investing in in-house demand generation activities many a time is a failure and extremely expensive for a business. However, the wisest thing here is to sign up with a demand generation solutions company.

PS: We will also tell you how it saves on the marketing budget and offers more in less.

The solution

B2B demand generation is one of the essential fuels that power ROI.

Therefore, outsourcing the requirement for high-quality leads to a demand generation solutions company is the most recommended method to make most of every marketing dollar spent.

Talk to those who matter

Lead generation is tedious. It demands time, money, skills, and a valid database that comprises information about prospects.

Investing money in-house to get all this just to find leads indeed is a time taking and expensive format.

Considered one of the most essential marketing strategies, B2B appointment setting services help businesses acquire customers by arranging qualified and promising appointments. By doing so, the business saves money by just paying for services that deliver potential business opportunities and increase ROI.

Pay extra attention to promising leads

Data nowadays is omnipresent. But it is essential to understand which data is useful for growth.

Working on these principles and modern software,  intent-based marketing solutions make a significant difference to the bottom-line.

Designed to enable clients to allocate more budget to a section of the target audience who is more likely to buy, it does complete justice to the concept of intent-driven marketing and saves businesses a lot of money.

Bet on qualified leads

For sales and marketing to be extremely useful for a business, both teams need to work in tandem. However, sourcing these teams with quality leads by running marketing qualified leads campaigns is inevitable. This process helps align the balance between marketing and the sales-pipeline and impacts ROI by keeping a check on which marketing techniques and strategies work and which ones need to be discarded.

Essentially, it saves businesses a big chunk of money by getting rid of obsolete marketing strategies.

Market to people

People-based marketing solutions, also known as cross-device marketing, serve clients by leveraging technology to market to people across various channels. Remember, it is people who buy products and services and not devices. Hence, investing in people-based marketingsolutions eliminate the chances of wasting money in duplication and adds to return for your business efforts as it deals with real humans.

It’s a wrap/disclaimer

When we say, “generate an ocean of leads at a fraction of the price,” it does not mean look for solutions or services that cost less or involve in in-house activities. The fundamental is absolutely clear, and it is highly recommended to invest in solutions that have the capacity to build higher ROI, which eventually bring down the cost per lead.

How to Find B2B Leads that Consistently Convert?

 The journey of any sales process begins from point A to B. Point A is the initial contact a business makes with a prospect, and point B is the zone in which the prospect decides to take action and buy your product or service.

Wait, wait, wait.

Are we missing out on some behind the scenes action? And the answer is a resounding yes.

Any business to find B2B leads that consistently convert needs to do a set of things right. Number one is selecting the right B2B demand generation company to get qualified leads. Yes. Remember, if your lead isn’t qualified enough, no matter the number of efforts your sales teams add, the results can be extremely unsatisfactory.

So,

(a)   Get leads that have the potential to go from point A to point B.

(b)   Ask the B2B lead generation services company or the B2B data management company the right questions.

(c)    Have a plan/strategize.

Here is a list of 3 things a promising demand generation company should provide to add in some ease quotient.

Handpicked just for you,

Content syndication marketing

Most of us are well-versed with the impact on content syndication and its benefits for business success. We know that content syndication marketing is the key to getting information related to your business to a wider audience by leveraging the power of the internet.

We all ask how this strategy is going to work. But before we plan on content distribution, it is inevitable to understand if the lead generation company selected by you dedicatedly works on developing premium content.

Remember, content is king, and circulating low-quality content can hamper your business.

A large number of visitors to your website will land there by searching or researching on search engines, and therefore, it is essential to be vigilant about the keywords and phrases used.

To achieve this, your lead gen company should back your business strategy with comprehensive keyword research and content strategies for platforms such as website, social media, and blogs.

Install base marketing

While most marketers chase new acquisitions, a relatively missed out area happens to be install base marketing.

In layman’s terms, install base marketing is about finding gold in the old. It technically means targeting your existing and loyal customers to add value to the services.

On a deeper note, the concept of install base marketing is all about looking closely at the customer journey. It is less about closing a deal and more about engaging and building a rapport with the existing clientele.

Research says upselling and cross-selling is easier than selling to new customers.

Statistically, the probability of selling to a new customer is around 5%, whereas the possibility of selling to an existing customer is about 60%.

To make this work, build a list meticulously of existing install base users and then create campaigns targeting them.

Intent-driven marketing

Intent-driven marketing is the magic of giving people what they want.

The concept of intent-driven marketing has gained weightage in the world of marketing for all the good reasons and has the potential to drive results.

As changes in buyer’s journey makes it more challenging for marketers to target the right prospects and decode what motivates them. On the other hand, intent-based marketing enables businesses to predict purchase behavior with extensive analysis of user behavior.

Learnings
Qualified leads come from a quality audience. Similarly, a qualified audience comes from a high-quality lead (HQL) solutions company.

Therefore, to make the most of every dollar spent and streamline the marketing process for improved ROI. It is essential to get information on the following to do your homework right before signing up for a B2B demand generation services company.

1.      Audience – get information on the type of audience it caters to.

2.      Vendor KPI – What does it measure?

3.      Your KPI – How does it fit in the KPIs for your business?

To achieve the end goal for your business, you must be very clear about what you want and what exactly you are looking forward to. Once you are able to nail this aspect of marketing, it will avoid any confusion that comes in the way 

Avoid Marketing Pitfalls with Exceptional B2B Lead Generation Solutions

 

“A big business starts small.” – Richard Branson

I am sure we all unanimously agree with what the English business magnate (Mr. Branson) has quoted. Founder of the Virgin Group, he aspired to become an entrepreneur at a very young age. He commenced the Virgin Group empire at the age of 16, with a magazine called “Student,” and he never looked back since then.   

“Big success does not come without big challenges.” Unknown.

This is a quote that reveals the reality behind making it big and tasting success.

Small businesses indeed are the best as they,

·         Promote healthier communities

·         Drive innovation

·         Contribute to employment

·         And have a bright future

Interesting, isn’t it?

Despite an elaborate bright side, small and medium-sized businesses come with a bunch of marketing challenges that need to be dealt with expertise.

So, without any further ado, let’s find out how small businesses can overcome marketing pitfalls and generate B2B leads to erase that line between success and triumph.

1.     Finding customers

Finding customers is a big challenge faced by small businesses. Professional B2B lead generation services work as a reliable solution to this problem. We tell you how.

Lead generation is not an easy task. It is not just about calling or emailing any random person to crack the deal. In reality, marketers need to align several elements to hit that sale.

Here is how lead generation services help find customers,

·         They first determine your target audience

·         Set campaign goals

·         Revisit closed/lost opportunities

·         Actively engage with new leads

·         Optimize social media platforms to appeal to potential buyers

2.     Lack of resources

Challenge number two, faced by small businesses, is a lack of resources and a tight budget. Therefore, to make the most of every dollar spent, businesses should bet on customized B2B marketing solutions for a profitable outcome.

Here is how B2B marketing solutions make a difference.

Not every business is the same, so what works for you might not work for someone else. So then, why waste money and resources on generic ideas. This is where getting involved with a B2B demand generation company works wonders. And customizing what you need based on expert suggestions has the potential to drive maximum results even with the lack of resources and a tight budget.

3.     Production and delivery of content

In professional terms, we call this “content syndication marketing,” an activity involved in republishing content on other sites and platforms to reach a wider audience. Technically, content syndication marketing not just widens the reach but also builds links that help drive more traffic to the website.

Opting for professional content syndication services can do the job right.

4.     Keeping up with trends and technology

Another marketing pitfall small and medium-sized businesses face is keeping up with trends and technology. To make this easy, a data solutions agency has a plethora of options to offer.

Working in line with trends and technology is a daunting task for businesses that do not have enough resources. But a comprehensive set of B2B data solutions help you to zero-in prospects based on unmatched accuracy that aligns with the current market trends and turns data-driven-marketing into a strategic advantage.

5.     The ultimate checklist: BANT

B – Budget

A – Authority

N – Need

T – Timeline

Finding a good fit for sales reps to interact with and expecting a higher conversion rate can happen only when BANT is considered. A framework deployed to determine how qualified a lead is in investing efforts of the sales teams.

To get accurate answers to these questions, you need to tick all the checkboxes present in BANT.

Takeaway

"Si vous voulez vraiment voler, apprenez à vous lier d'amitié avec les vents."
~Curtis Tyrone Jones.

This means, “If you really want to fly, learn to befriend the winds.”

So, no matter what challenges you face, to make your small business big, it is time to build strategies and work in coordination with professionals and experts that can bring high qualified leads to your business.

Marketing is not just a one-time activity but a process. Remember, marketers at well-known businesses like Apple and Toyota don’t just sit around and wait for leads to come, even they make new efforts every single day. 

Need Help to Improve ROI Post-Pandemic? Here is How Your B2B Lead Generation Services Stack Should Look Like

 2020 with the Coronavirus pandemic has been a hell of a year, where things changed overnight. On the bright side, pollution levels reduced, nature reclaimed its space, and the world experienced more family time. And yes, the concept of lockdown also has unveiled exceptional culinary skills from the unexpected. But on the dark side, the world witnessed layoffs, travel restrictions, hunger, economic imbalance, changed consumer behavior, and more.

The COVID-19 pandemic, indeed, is a reminder of a few other catastrophes that occurred in the past. And every single time, such disasters have managed to make a significant change. Likewise, 2020 witnessed social distancing and quarantine. But thanks to technology, even though the human touch was lost, people still stayed in touch virtually.

All this has changed the way the market operates. Businesses now have started operating on a work from home module, and customers are doing a whole lot of online shopping.

Now, as we cross almost a year of living in the times of COVID, we understand the crisis has done far more damage than just health. Therefore, it is time to gear up and build a foolproof B2B lead generation solution to get business back on track.

The market

Most people looking at the world economic crisis believe it is crazy or weird to think about gaining market share amidst the pandemic? But how true is that?

Even if your competitors are losing out on business, there are certainly people who need your products or services right now.

So how can you get to these people and convert leads into sales and sales into revenue?

Believe me you, it is no rocket science, but not a child’s play either. The need of the hour is to orchestrate demand generation services in the most fitting way to garner leads and accelerate revenue.

Providers are scarce in the market. What does this mean to you?

In times of crisis, when you could pack up and shut your doors over the fact that businesses are losing customers, it is time to reconsider, even if you may lose some of your customers, the truth is that they, too, are struggling financially.

This is the time to study the market and make some wise moves. Investing in the right B2B lead generation company that offers insightful data solutions can work beyond expectation. All you need to do is try and not give up.

Focus areas

Considering the current market condition, the best marketing efforts require experience, expertise, resources, and reputation. So, don’t forget to subscribe to the best demand generation solution company (they will get the focus right).

Marketing qualified leads

Every dollar counts. Hence, it is time to refocus on marketing and spend efforts and money to deal with marketing qualified leads.

Marketing qualified leads refer to leads that have the potential to become customers. Remember, if a customer visits your website or checks out your advertisement on advertising platforms, it is not easy to say if they would be potential customers just by looking at them. Here comes the need for expertise and the right tools.

Therefore, signing up with the best marketing qualified leads company is a must as it channelizes funds and efforts in the right direction.

Data solutions

Data is the primary ingredient, and a data solutions company is the right recipe to achieve sales success. Remember, the quality of data processed and used to generate insights on prospects works as the deciding factor. Remember, deploying the best data management solutions adds value to every dollar spent.

B2B ABM & PBM services

ABM & PBM, also known as Account-Based Marketing and Persona-Based Marketing, are extremely essential for businesses as ABM empowers enterprises with a competitive edge by helping them reduce wastage and focus on targets. On the other hand, PBM helps businesses make efficient use of time and energy to build effective strategies.

You can avail of these services by wisely comparing your requirements with the offerings of a reputed ABM & PBM agency.

Stay calm and carry on

Post COVID-19 demands companies to mindfully sign up for demand generation services to get business back on track. But above all, it is that phase where businesses need to stay calm and carry on.