Essentials of B2B Lead Generation Program
Find out what it takes to execute a successful B2B lead generation program.
1. Establish Lead Profiles
In B2B marketing, it is important to first establish whom the marketer must pursue. Establishing lead profile is the activity of determining who exactly fits into the ideal buyer image and then pursue only those prospects actively. For this, B2B companies need to identify their anonymous visitors and, then segregate them based on demographic and behavioral characteristics. Some of the criteria could include number of employees in his organization, organization revenue, geographical location and other information that is available about the lead. Once the lead profiles are set, create a lead database where all leads are stored and managed centrally. This enables marketers to understand the prospect’s actual intent, which can be helpful in devising lead nurturing programs.
2. Ensure Website Visitor Privacy
Since Internet is not a very safe place to trade, it is imperative to make prospects feel secure during information elicitation or, after an information-sharing dialog. Display of privacy policy near form-fills also helps. Additionally, B2B marketers can also expect an increase in the number of online registrations by asking fewer questions. To establish website visitor privacy, companies can prevent use of intriguing questions in form-fills.
3. SEO the website
SEO tools (Search Engine Optimization tools) enable a company’s website to be ranked higher than others during a search engine query. Marketing automation tools can be used for automating the lead generation process. Marketers can audit their website, conduct keyword analysis and link their website from external sources using these tools. Being search engine optimized helps a web page to be labeled as a reputed resource site for technology related product or offering. Apart from the website, corporate pages such as blogs, help section, social network content etc. also need to be SEO optimized. SEO optimization helps the website URL to remain on the first page of search engine rankings.
4. Marketing Automation
Marketing automation tools help companies to
- Build a pipeline of qualified and ready-to-convert leads.
- Track visitor intent in real time so that appropriate nurturing programs can be carried out.
- Shorten sales cycles and boost revenue.
- Align marketing and sales goals.
By establishing lead profiles, ensuring privacy to the website visitor, optimizing website and shared content and, implementing robust marketing automation tools, marketers can expect to fill up their marketing funnel in no time.
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