LEAD GENERATION OF 2019
Lead generation is not new. It has literally existed forever.
In fact, it could be traced back to cavemen going cave-to-cave for recommendations on the best round-wheel to buy or the best cave drawing material to get (this is a very accurate recount of human history). It continued evolving generation after generation until cavemen became salesmen and cave-to-cave became door-to-door.
Throughout these years, we’ve seen how the methods companies generated leads have transformed drastically, usually fuelled by new technologies.
SOME TIPS:
1.Capitalizing on Behavioral Intelligence:
It’s one thing to rely on web analytics to understand your site visitors.
It’s quite another to go deeper, observe their digital body language on each page,and uncover behavioral insights that empower you to optimize your site for a better user experience.
More and more B2B marketers are now using behavioral intelligence to optimize their sites based on insights gleaned from heat mapping, click mapping, attention mapping, and scroll mapping.
Many are using video recordings of site visits in order to understand what’s working well in their sites, as well as to identify where site visitors are getting tripped up and confused.
Based on how valuable behavioral insights can be, this is poised to be an area of growth in the coming year.
2.More Sophisticated Email Marketing:
Email marketing has been popular for decades, but in no way is it losing steam. According to Chief Marketer’s 2019 B2B Marketing Outlook, email has been the top source for B2B leads and has the highest return on investment (ROI). In fact, for every dollar spent on email marketing, marketers achieve an average ROI of $44, according to Campaign Monitor.
Though the value of email marketing has remained high over time, the tactics used are constantly changing. According to MailChimp, more audience segmentation equals more opens (nearly 15% more) and more clicks (nearly 60% more)!
As we enter 2019, the importance of segmentation will only continue to increase as email marketing becomes smarter and B2B's deliver individualized content to those most likely to engage.
3.Increased Segmentation & Personalization:
More specific segmentation won’t apply only to email marketing in 2019. We expect all aspects of B2B marketing to zero in on targeted audiences and personas to increase lead generation rates. The increase in personalized messaging will not only focus on smaller audience segments; users will also be targeted with different content based on where they are in the buyer’s journey.
Ignoring segmentation and personalization in your marketing just won’t cut it any longer.
The CEB found that individual stakeholders in a consensus B2B sale who perceived supplier content to be customized to their needs were 40% more willing to buy from that supplier than other options who didn’t. Accenture research revealed that 73% of B2B buyers want a personalized, B2C-like customer experience.
Inbound marketing is effective at casting a wide net, and then seeing what leads you wind up with. ABM is the exact opposite. You identify your top targets and then market to them individually or by company.
When it comes to results, ABM delivers. More than 90% of B2B marketers acknowledge account-based marketing as either important or very important (Source: SiriusDecisions). According to SiriusDecisions, 91% of marketers that use ABM have experienced a larger average deal size, with 25% of those marketers achieving a deal size over 50% larger.
5.Page-Level Targeting:
As part of your defined customer journeys, there are certain pages that will appeal to a broad audience across segments, yet others that will appeal more narrowly to specific audiences.
Even so, this is a largely untapped and underutilized area in B2B marketing. I speak at marketing conferences around the country and often ask the audience if they are using behavioral analytics tools.
Typically, only 1% – 10% of the audience responds affirmatively.
Typically, only 1% – 10% of the audience responds affirmatively.
Based on how valuable behavioral insights can be, this is poised to be an area of growth in the coming year.
Though the value of email marketing has remained high over time, the tactics used are constantly changing. According to MailChimp, more audience segmentation equals more opens (nearly 15% more) and more clicks (nearly 60% more)!
As we enter 2019, the importance of segmentation will only continue to increase as email marketing becomes smarter and B2B's deliver individualized content to those most likely to engage.
Ignoring segmentation and personalization in your marketing just won’t cut it any longer.
The CEB found that individual stakeholders in a consensus B2B sale who perceived supplier content to be customized to their needs were 40% more willing to buy from that supplier than other options who didn’t. Accenture research revealed that 73% of B2B buyers want a personalized, B2C-like customer experience.
4.Widespread Adoption of Account-Based Marketing (ABM):
Account-based marketing (ABM) is a strategy for growth by focusing on best-fit prospects and customers. With ABM, it’s about quality, not quantity. It’s about targeting, not inbound. It’s about identifying your best prospects and customizing a campaign or program specifically for each account.Inbound marketing is effective at casting a wide net, and then seeing what leads you wind up with. ABM is the exact opposite. You identify your top targets and then market to them individually or by company.
When it comes to results, ABM delivers. More than 90% of B2B marketers acknowledge account-based marketing as either important or very important (Source: SiriusDecisions). According to SiriusDecisions, 91% of marketers that use ABM have experienced a larger average deal size, with 25% of those marketers achieving a deal size over 50% larger.
With all the audience targeting, marketing automation and conversion optimization options available today through an endless array of marketing technology solutions, it behooves you to take advantage of the tech advances in targeting your audience not just through campaigns, but through specific funnels and pages in your site.
If they arrive on a target page, they should find not only customized messaging, but customized contextually-relevant CTAs as well, whether for more information, a download, a demo, a webinar, or whatever it is you think would be applicable as the next step. You can even optimize the CTA triggers based on the behavior of the visitors on the page or personalize the page for specific IP addresses and companies. Or, include a custom, interactive survey with conditional logic, specific to the page.
To Know More:
Visit Website:- https://indomitechdevelopment.blogspot.com/
Email Id:- business.knishant@gmail.com
To Know More:
Visit Website:- https://indomitechdevelopment.blogspot.com/
Email Id:- business.knishant@gmail.com
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