If you think that the word “customers” only refers to individuals, well think again, because businesses and companies are customers too! And so what marketing approach or strategy caters to the needs of much-bigger customers, like businesses? It’s “B2B” or business-to-business marketing!
The concept of B2B was invented somewhere in the 1990s, and over the past decade has emerged as a legitimate discipline in its own right. We offer these services to our customers as well, as the importance of B2B marketing cannot be overstated.
B2B, or business-to-business marketing, refers to “the marketing of products to businesses or other organizations for use in the production of good, for use in general business operations, or for resale to other consumers, such as a wholesaler selling to a retailer”.
And how do B2B marketers find clients, or potential leads? Well, that’s the job of B2B marketing lead generation services!
The term “lead generation” is defined as “the job of attracting and converting virtual strangers and prospects into solid leads, and it serves as a way for warming up potential customers to your business, and getting them to eventually buy and remain loyal or repeat customers”.
And what are the most effective lead generation techniques or services for the B2B world? Well, for starters, relevant warm calling (or shall we say sensible telemarketing?) is considered one of the best methods, even if some already feel allergic to the thought of making calls. Instead of making heartless cold calls, relevant warm calling is where you pick up the telephone, but only after thoroughly researching relevant and personalized discussion topics. Remember that a useful voice call or message will let potential customers know that it’s a human on the other side of the line, not a corporate puppet.
The next best B2B lead generation strategy is social relationship building. Since most B2B businesses are looking for good clients, what’s sad is that they often fall into the trap of luring friends, or Facebook followers. The truth is that there are a lot of great ways for generating leads for social media platforms like Twitter, LinkedIn, Facebook, Quora and others.
This is another form of marketing that’s only taking place because of the Internet. The suite of social media tools that are available today is unprecedented, and as more and more people converge to use these platforms, the more businesses should exploit these new frontier in lead generation.
For example, the B2B marketer can create varied, yet fresh and interesting content, and distribute it on channels like blogs, social media posts, email marketing, and more. They could also mix-up their content to include whitepapers, case studies, photos and infographics, along with interactive stuff like videos, podcasts and webinars.
Another great B2B lead generation strategy that best exemplifies the saying “smaller is better”, is small-batch direct mail. According to experts, businesses can achieve far greater results by targeting 50 to 100 prospects a month, and reaching out to them with a personalized letter that outlines one feasible, sensible and highly-actionable idea.
And of course, one of the oldest, yet still effective B2B marketing lead generation services is paid traffic! While advertising is technically the easiest tactic, the problem however, is where to place the ads. The best paid traffic strategies include content syndication, where your content is placed on blogs and popular content directories. Facebook ad posting is also one of the freshest methods, along with Pay-Per-Click and re-targeting. We do all these, and more for our client. Contact us for more information today!
