B2B marketers at present only what one thing right now and that is to increase their profit margins for the year. Besides, what B2B enterprise doesn’t want to achieve better revenue numbers? As marketing spending continues to grow and impact the way the industry does business, companies across sectors such as financial services and healthcare should always opt to focus on securing more opportunities and expand their reach to get a bigger share of the pie.
One thing’s for sure, there are a lot of figures showing the uptrends that are happening in the world of B2B. For instance, The Content Marketing Institute has released its “B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America” that provides for a great wealth of numbers indicating the paths companies should go for the year. Due to major innovations in more specialized areas such as IT and financial services, B2B marketers are putting their best foot forward in getting their brands the exposure they deserve. According to the report, at least 80 percent of content marketers are focused on building their audiences. On the other hand, 72 percent of marketers believe that content production rests at the top of their priorities’ list.
What could we possibly get from these numbers? Well, for starters, marketers in the B2B industry are confident in their campaigns and are willing to take it up a notch. Still, a lot of attention has to be put on the many possibilities for business growth. With that said, companies shouldn’t only pay close attention to getting more revenues. They should also use the successes of their lead generation campaigns in opening up opportunities for reinvestment and, eventually, expansion.
Generating high-quality leads is at the forefront, and it is crucial for B2B companies to spend a lot of their resources in establishing more effective marketing campaigns. But there’s a lot to consider when your aim is business growth.
Here are the most essential activities to do that will surely magnify your gains and, eventually, your business.
Come up with a research-based plan
First of all, you need to prepare a blueprint of what you are going to do. But it shouldn’t be just like any other blueprint for a multi-channel marketing drive. It should also indicate the resources you need and the strategies you think of promise a great deal of success. For this, you have to research your market well and identify key areas where a lot of opportunities can be tapped. Marketing intelligence has always been a crucial factor in the race to meet one’s revenue goals. Moreover, by looking closely at the most important numbers, you can avoid spending an unnecessary amount of resources and focus on unimportant things.
Craft your content
In lead generation, content is always king. And just like a king, it should be treated accordingly. In other words, a lot of care has to be put into creating content that aims to entice and inform. Using infographics and blog posts to up increase visits to your sites are the way to go, but you might as well use other platforms such as videos. In fact, video marketing has been proven to be an effective way to generate quality B2B leads. The Content Marketing Institute, in particular, found that 62 percent of B2B marketers have regarded video as an effective tactic.
Optimize your landing pages
To be able to convert visitors faster, you will need to give them a reason to consider subscribing to your mailing list. In this case, your website has to be bootstrapped into having the capacity to entice potential customers to his that subscribe button. For this, having a creative eye when it comes to your website design helps to keep the lead generation machine churning. While you are at it, you should make sure that your site is also optimized for mobile users. A great deal of B2B customers, in fact, engage through their smartphones.
Build your marketing database
Targeted marketing is an all-important activity that leads towards business growth. One problem with this is that it’s difficult to track leads wherever they are online. With that said, creating an effective marketing list will help you go around such complexities and help you focus on high-priority leads. It saves you time and money which can be channeled towards business growth.