Simple tactics for improving online B2B lead generation (which you’ve probably forgotten to try!)

Lead Forensics, Tuesday 10 October 2017
4 min read time

eyesleadgen-530779-edited.jpg

When your eyes are firmly on the prize and you’re racing to generate leads it can sometimes be easy to miss what’s right in front of you.

You may be focused on hitting massive new data pools and exploiting ‘big data’ to see where it can take you. The problem is, thinking big can sometimes come at the expense of the small stuff.

In this case, your ‘small data’ is all the information you already hold, which can often present more opportunities than you may realize.

So before going large, think small.

Consider what data you currently hold and how you are using it. Are you making the most of what you’ve got for lead generation? What more could you be doing? Have you used it to squeeze out every potential lead?

Here are five top tips for exploiting your small data to generate quality online leads:

1. Convert bounce backs

How many email hard bounces do you get? (These are the ones where there is a permanent reason your message won’t be delivered). And what are you doing with them?

How can you reduce this number? And how can you use this data to your advantage? For example, to re-engage with lost customers and find new ones.

The answer: For B2B lead generation, the answer is to phone your hard bounces and do some comprehensive, targeted data cleansing. Compile new names and grab all the details you can from social media research, such as checking updates on LinkedIn and seeing where people have moved jobs.

TOP TIP: If you think a lead is dead but you’re not sure what to do with it, check out our blog ‘Is there ever such a thing as a dead sales lead?’ for hints on when to call it a day and ideas for how to start warming a lead up again.

2. Turn negative metrics into a positive

How many anonymous website visitors do you have – ie. visitors to your site that never make themselves known to you by filling in a form or making contact? If you are like most B2B companies then these unknowns could be as high as 98% of your total web traffic. So, what can you do to improve this figure?

The answer: Consider investing in digital tools such as Lead Forensics that will allow you to find out the identity of B2B visitors, even if they never make contact with you. This will provide you with a new source of hot leads for your sales teams, as well as insights that can help transform your marketing and website effectiveness.

TOP TIP: For more tips on making the most of your web analytics, check out our blog – ‘How website analytics can help you convert leads into sales

3. Re-evaluate what is the best media to use

Do you know which media will work best for your next campaign, or are you just going to do what you did last year? How should you decide what media to use this time around?

The answer: Before you choose the channels you will use for your next campaign, take a media-neutral approach and brainstorm some new ideas. Be sure to get input from the sales team about who your ideal prospects are and how they’re likely to behave – such as, what blogs they are likely to follow.

TOP TIP: B2B businesses can have a tendency to neglect social media but it plays a key role in a B2B buyers’ decision making so should be carefully considered within any marketing plans.

4. Make sure you’ve joined up all the (data) dots

Do you have pockets of data sat around, perhaps left on sales peoples’ mobile phones and devices? Is there anything you can do about it, without embarking on a massive CRM programme?

The answer: Bringing all your data together, even just into a simple file, can help reveal important insights. For example, it may show how many of your customers are using mobiles to access your website, compared to how many mobile numbers you have on the marketing database.

Geolocation data can also be helpful in showing which customers may be working somewhere completely different to their work address. This can help in understanding quality levels across your different data sources and help with your CRM road map.

TOP TIP: If you are considering investing in a CRM then here is a checklist of things to think about.

How to choose the right CRM

5. Keep it simple

When was the last time you looked at your customer journey from the outside in? Do you know what’s working and what’s not? For example, are all website inquiries always followed up and how quickly? Are there any gaps in your email chains? Do you have poor quality data because of issues in your online forms?

The answer: Carry out a customer experience audit from initial search right through to buying from your company. You are guaranteed to find things you can fix that will impact on your sales lead figures.

TOP TIP: When you step into your customer’s shoes, make sure you are evaluating the whole experience, not just checking the mechanics work. Providing a positive customer experience can prove very profitable, if you can get it right. See this blog for top tips on improving your customer experience.

Want more ideas and inspiration…

Then look no further.

Once you’re on top of all these methods for making the most of what you have, check out these blogs for more ideas and inspiration. Then, before you know it, your business could be a smokin’ hot lead generation machine.

Guide to turbo charged lead generation

 

Topics: Lead generation, Drive Traffic

Other blog posts

Marketing automation software: everything you need to know

 

 

When marketing automation was introduced to the business world, it began to revolutionize processes, enabling marketers to automatically communicate with prospects without needing to set up and send individual messages or campaigns. From this initial functionality, marketing automation has evolved to boost a vast array of marketing channels and benefit many different departments. But as with any new marketing process and software investment, it’s important to understand what this approach means for businesses, and what pros and cons you can expect when embracing marketing automation software. 

Read More

Tailoring your marketing strategy to the modern buyer

 

 

B2B is changing. As new generations enter the world of business, our buyers get steadily younger. 73% of B2B purchasing decisions now include millennial decision makers, and this number is only due to increase. The need to re-evaluate marketing strategies to suit modern buyers has never been more critical to success, pivoting current systems to better meet the technical advancements and moving trends that shape the preferences of younger business buyers. Though your team can’t read the mind of every prospect and deliver seamlessly perfect campaigns, they can use these seven top tips to adapt current processes to better suit modern buyers

 

Read More

Making the right marketing software selection

 

 

The world of B2B marketing is broad, encapsulating many different channels, strategies and techniques. To properly understand the success of current efforts and plan effective future strategies, many businesses turn to marketing software. It’s usual for a single channel to combine several software solutions to help design and execute campaigns whilst gathering essential metrics for measurement and analysis. Though the number of solutions on offer is ever-expanding. When looking to invest in a marketing software, how can you be sure to choose the best option for your team and your strategy? Make the perfect purchasing decision, by understanding these eight key software elements.  

 

Read More