5 Winning B2B Lead Generation Strategies for 2016
With the year 2016 just beginning, it is that time of the year when each one of us reflects on the happenings of the past year and ponders what we have learned from it.
The same is the case with B2B marketers who also take time to reflect on B2B lead generation strategies in year 2016. The decisions about the investments to be made and the budgeting that are not required any more also need to be done at this time of the year.
With the scope and importance of B2B marketing progressing each year, there is a need for adopting newer techniques and tactics to meet the ever-growing competition. This proves as a litmus test for marketers in deciding the latest tools and techniques that would be appropriate for B2B lead generation.
As lead generation is the lifeline of any business, developing strategies to increase it manifold along with sustaining it becomes crucial for a venture to succeed. So, what has 2016 in store for companies wanting to increase their lead generation rapidly along with retaining the same? Let us look at the following lead generation strategies that are likely to rule in 2016.
1. More Increased Expenditure on Digital Marketing
Companies in the last few years have been involved in spending more on digital marketing and the trend is likely to continue even in 2016. The trend of spending on digital marketing is not going to remain restricted to only large B2B businesses but even small and medium sized B2B business are likely to catch up on the trend of spending on digital marketing in the upcoming year.
The budget used by the small and medium sized B2B business for conducting trade shows, face to face meeting , seminars are likely to be used for expenditure on B2B digital marketing in the year of 2016. Even B2B Businesses in 2016 are likely to be more oriented towards data analytics and social media marketing.
2. Developing Better Marketing Content
The leading trend for the year of 2016 in B2B lead generation would be content marketing. Content being the basic tool for marketing proves a company’s proficiency in marketing along with its expertise on concept management.
Companies that succeed in providing and delivering high quality intelligent content to chosen audiences in the year ahead hope to stand a chance.
3. Greater Utilization of Social Media as a Strategic Tool to Build Relationships
Rather than using social media as a tool for broadcasting, companies should focus on using this strategic tool for building and nurturing relationships with consumers to generate leads in the upcoming New Year.
The best way to use social media as a strategic marketing tool is by conducting question answer sessions in the group or by referring others and linking them to the tools, solving their queries or connecting them to the right source. Companies can hope to generate leads through the tool of social media.
4. Optimizing Conversion by Converting Traffic to Leads
Most B2B companies though quite successful in driving traffic to their sites with the help of social media and online advertising are not quite successful in converting the driven traffic in to sales leads. In 2016, companies should focus on setting aside more budgets for conversion of the driven traffic from sites to sales leads by adopting ingenious ways in keeping the consumers engaged and acting on the same.
5. Last but not the least – Lead Nurturing
Lead nurturing is all about keeping connecting with your prospect for a long period of time instead of just trying to sell them immediately. These are the prospects that do not become your customer immediately but tell you the reasons such as ‘I need to think’, ‘I don’t need this right now’, ‘I’ll let you know later’ and so on. Very few people who we approach become actual customers. Many of the times, we ignore and forget about these prospects who said no to us that moment. It is very important to keep track of them and not just let them go.
This is where lead nurturing helps. Lead nurturing is a process wherein you take time to identify the needs and interests of the prospects and send them the educational material that helps them to make a decision to become your customer in future whenever they are ready and not approaching your competitor. Lead nurturing thus is a very important strategy business leaders should adopt to in 2016.
With the digital era in vogue, newer ways for generation of sales lead are opened for B2B companies to become successful and remain at the peak. The only hitch being the need for all those companies to understand the process of lead generation to become successful in the year 2016.