beginning of this year, I predicted several business-to-business (B2B)
marketing trends for 2019; as we wrap up the year, I wanted to share where I
see the biggest opportunities for B2B marketers in 2020. Clairvoyance aside,
the following covers seven trends to guide and inform your 2020 demand
Demystifying Intent Data
believe the hype around intent data will reach an all-time high in 2020. I
called intent data out in my 2019 B2B marketing trends article, but I believe
marketers are just starting to scratch the surface on how to best
operationalize these insights. For years, B2B marketers have obsessed about
leveraging technology to deliver the right message to the right person at the
right time, but delivering a truly personalized message, in terms of content,
timing and concern, is exceptionally difficult without intent insights.
data refers to signals about a person or an account’s intention to do
something. These intent insights are gleaned from digital footprints and can help
you make your marketing experiences more relevant and personalized. From
account prioritization to guiding your content marketing efforts, I predict the
use cases and wins for B2B marketers leveraging intent will skyrocket next
LinkedIn is the best platform for B2B targeting in the PPC space, bar none.
In recent years, LinkedIn has become a more popular destination for users to consume content. Rather than seeing what your great aunt ate for lunch on Facebook or hearing someone yell about politics on Twitter, you can check LinkedIn to see what your contacts are up to and what topics are trending in your industry. For advertisers, the targeting options allow you to zone in on just about any part of your audience’s profile, and since the platform also has many benefits for their users, it’s in their best interest to keep their profiles up to date.
That’s why LinkedIn is the place to be if you want to generate higher quality B2B leads. But, if that’s your goal, you need to know that not all strategies are created equal.
Here, I want to talk about LinkedIn Lead Generation Ads and some best practices for you to leverage in your account. Let’s dive in!
Have something valuable to offer
This is the biggest issue I see with advertisers on LinkedIn. Every business thinks what they have to offer is amazing—and I’m sure your product or service absolutely is. But that doesn’t mean it’s appealing for someone to start hard selling you on their offerings without generating any type of connection with you.
B2B organizations form a part of the industry where the marketing and sales cycle is a complex one. There are many decision-makers who come into play while making the final decision. So, as a B2B technology marketer, you should aim to fulfill the requirements of various sections of people. This can be highly challenging as aligning your content with the needs of different stakeholders in a B2B organization is similar to walking on a tight rope.
In a survey, almost 68 percent of the respondents stated that creating content for different roles is a challenging one.
As a B2B marketer, you have to meet the needs of all these individuals who make the purchase on behalf of their organization. There are many takeaways from 2019, which you, as a technology marketer should consider to increase the outreach, find out the essential ones:
Increase in content marketing budget:
From the above image, one can see that almost half of the B2B marketers expect their content marketing budget to increase in 2019. As quoted by a millennial keynote speaker, Brian Fanzo:
“Content is not king, great content is king.”
So, if one starts investing in developing better content, then they are likely to gain much better business results.
Perla is the Co-founder and CEO of Edifius, an AI software company which has a product called Simba. Simba is a machine learning AI conversational voice spot. The purpose of this machine is to pick up businesses phones and has a human-like conversation with the caller in order to answer leads’ frequently asked questions and schedule appointments.
Edifius is a B2B startup. The most efficient marketing channel that they’ve started to generate leads is expos and conferences; out of 10 leads they talk to, 3 or 4 of them signup to their platform.
How Kudo generates leads with Fardad Zabetian
Fardad is the founder and CEO of Kudo, a language as a service platform for enabling video calls, web conferences and in-person meetings, with live language translation. Businesses can speak with their partners, teams and remote employees in their own language. The purpose is to remove language barriers among businesses, save them time and create opportunities.
Kudo has a magical feature called a language elector inside the platform, which allows them to select the language to join the meeting.
When marketing to larger companies, entrepreneurs know they need to stand out. While many of them execute engaging, belly-busting B2C campaigns, however, they rarely break the mold with their B2B marketing. Why not? Often, it’s because they take “professional” to mean “boring.” But the fact is that B2B buyers are people, too. The same tactics that resonate with everyday consumers — humor, color and playfulness — catch the eye of procurement professionals. Serious, trustworthy, compelling and fun can co-exist in B2B campaigns. Here’s how to do it.
Let your corny side shine.
Paper isn’t a product that requires a lot of explaining. Yet until recently, Case Paper’s marketing strategy focused on its product rather than what made the company special. Beyond its strong customer service, which many companies can claim, what distinguishes the family owned paper company is its quirky sense of humor. Seeing those things in your own company can be tough. It wasn’t until Case brought in B2B marketing agency Renegade that it embraced wordplay like “gives a sheet.” “On the case,” a play on its name, forms the basis of its new story statement. From Case Paper’s “About” page to the decals on its delivery trucks, Case Paper uses surprising visuals, fun asides and likable language.
Bad puns. Dad jokes. Wacky photos. Quirky, authentic content cuts through because it reminds us to laugh at the small things. Forget your filter, and embrace that low-lying comedic fruit.
For a majority of managed service providers (MSPs), lead generation can be a struggle. As a business owner, you might think you lack the time and resources, but there are a few easy ways to get started. Below, we’ve put together a series of tips to help with lead generation, regardless of your business size.
Create a Lead Generation Plan
The purpose of a lead generation plan is to create a list of potential clients and to determine how many clients you’ll need to meet your monthly recurring revenue (MRR) goals. First, consider your ratio of leads to closed deals. (For example, let’s say on average you close one deal for every 10 prospects.) Next, consider your average deal size. (Let’s say your typical monthly contract is around $2,000.) Now, use this information to calculate the number of leads necessary to meet your MRR goal. For example, imagine that your goal is $20,000 MRR. If your average monthly contract is $2,000, you’ll need to have 10 clients that month. If you close one in every 10 deals, you’ll need a list of 100 leads or more to reach your goal.
Want to focus on growth? Develop a lead generation plan that outlines the percentage of growth you’d like to see month over month. Then use the process above.
Whether it’s for a B2B or B2C business, marketing is all about generating, securing, and converting leads. However, if you’re a B2B marketer, you’ll need to utilize a different assortment of marketing strategies than those employed by B2Cs. And the B2B purchasing landscape isn’t just distinct from B2C—it has evolved from the traditional B2B buying process, which the seller initiated and controlled.
Today’s B2B buying is increasingly digital; buyers are more prepared when they first talk to salespeople; there are more people involved in a single decision; and these stakeholders have high demands for the customer experience. In a nutshell, the buyer is now initiating the process, and they hold much more power.
The Modern B2B Landscape
You’ll need to make sure the strategies you utilize reflect these key elements of the modern B2B purchasing landscape:
Substantial Preliminary Research
Thanks to the power of the internet, B2B buyers usually perform extensive research prior to having their first conversation with one of your representatives. They use multiple channels and multiple forms of media, including websites, social media, online videos, and peer reviews and recommendations.
In our daily lives, we are immersed in constantly changing flows of information and data. Just think of our Facebook wall, the Youtube channels we subscribe to, the news that flows through our TV screen…. As Kevin Kelly well notes in his latest book, “we are constantly immersed in rivers of notifications and updates.”
Our attention-grabbing ability fails to keep pace with technological evolution, which gives us access to an unprecedented amount of information. Disseminated in a variety of channels, and always at hand thanks to the different devices, we access a mass of data in the form of videos, words, and images.
In this changed scenario, even our ability to discern what we are interested in, which areas that we want to deepen our understanding or what we want to buy, is put to the test. How to understand what is valuable or what is not?
According to the classic models of the purchasing process that analyze consumer behavior to determine the basis of the consumer decision journey, the most critical phase is the evaluation of alternatives. In this decisive moment, many variables come into play that each play a fundamental role: from evaluating what motivates a person to buy to how a person perceives a company (which is driven by marketing), to the information that the consumer himself seeks out.
Think about the last time you met someone new. You probably shook their hand and immediately took note of their body language or facial expressions. Typically in these situations, your conversation starts with small talk — perhaps what they do for work, where they’re from or acquaintances you both may know. If you find the relationship mutually beneficial, you may begin to follow each other on social media, or exchange emails or text messages to plan when you’ll get together again to further the relationship. I’d like to argue that it’s time to start thinking about your business to business (B2B) marketing strategy the same way you think about building relationships.
We expect to gain something from our friendships or relationships. Potential customers have the same expectations. You need to prove your value. Tactics like targeted media exposure contributed content, influencer relations, social media, speaking engagements and website downloads invite potential customers into your company story as friends versus onlookers. A strategic B2B marketing approach builds a relationship with the customer by providing valuable, relevant and consistent content.
Lead generation is one of the most cost-effective marketing methods out there, bringing in leads and better profit and sales ratios than other methods may when used alone. Whether you’re utilizing lead generation and appointment setting services or trying it out in-house for yourself, understanding just how it can help your business grow is a crucial starting point. Here’s what you need to know:
What Is Lead Generation?
Lead generation is essentially the act of generating interest for your products or services in potential customers. The goal here is, as you might expect, to generate leads and make a sale or conversion as a result. It’s the start of the sales process in some ways and is the core driving force for a lot of companies when it comes to the customers they attract.
Without adequate lead generation, businesses and salespeople can find themselves losing motivation and, in some cases, may even see drops in traffic and customer numbers. Without customers and sales, businesses lack the resources to grow and expand efficiently.
With over 20 years of business, sales, and consulting experience SMS is capable of serving many market sectors. We provide the field level support needed to generate results and grow your business. Other companies may provide appointment setting services; whereas SMS will partner with you to grow revenue.