In this week's issue of LeadCrunch's Best in B2B Growth, we bring you a diverse set of articles about tracking offline sales, B2B content marketing trends, and familiarity bias. This week's issue also places a strong emphasis on lead generation so you'll discover several important lead gen methods to implement into your digital marketing strategy!
Curated content - summary
- How to Track Clicks to Offline Sales From a B2B Lead Generation Website, by Chris Attewell via Search Engine Watch
- The Marketer's Blueprint for B2B Lead Generation, by Elena Dobre via Marketizator
- 3 Ways to Use the "Familiarity Bias" for Maximum B2B Engagement, by Matthew Barby via Marketing Land
- Focus On What Matters: 8 B2B Content Marketing Trends, by Lee Odden via Linkedin Pulse
- How to Generate B2B Business Leads Through Linkedin, by AJ Agrawal via Leadcrunch
Moneyball For B2B Lead Gen
How to Gain an Unfair Advantage
Curated content - detailed
How to Track Clicks to Offline Sales From a B2B Lead Generation Website, by Chris Attewell via Search Engine Watch
Some products demand a very specific conversion strategy. If yours includes a process of generating leads through your website to nurture and follow up offline, then you may face an issue which has plagued marketers for years.
While it may make your old-school PPC account manager feel warm inside to see a healthy rate of conversion from form fills and phone calls, that often isn’t a good indicator of campaign success anymore.
The modern day digital marketer needs to understand which clicks are turning into sales and not just the ones that are generating interest.
So, where does the problem lie, and what can you do about it? [more]
The Marketer's Blueprint for B2B Lead Generation, by Elena Dobre via Marketizator
A lack of leads can cripple any business.
It doesn’t matter if you’re selling software, educational products, or physical goods; just like us humans eat food to stay alive, businesses need leads to survive and fuel growth. And winning leads in today’s marketing world is no easy feat.
It’s not just about getting people to visit your website or download your free e-book. It’s about cutting through the noise, and bringing in high quality leads that convert into customers who like, trust, and stay with you.
So how do you do that?
That’s what we’ll tackle in today’s article. We’ll walk you through the most effective methods for B2B lead generation. [more]
3 Ways to Use the "Familiarity Bias" for Maximum B2B Engagement, by Matthew Barby via Marketing Land
B2B marketing is undergoing a great deal of change, one aspect of which is a dramatic growth in B2B e-commerce, which Frost & Sullivan projects will reach $6.7 trillion in annual revenues by 2020. If you want a piece of that pie, you’ll need a whole lot of engagement.
Typically, those in the B2B space prefer to do business with someone they already know, with a company they already have a connection to, or with someone they have an “in” with. Approximately 75% of B2B buyers and 84% of senior-level executives turn to social media to support their decision-making, according to IDC research (PDF) sponsored by LinkedIn.
Here are three ways you can make it work for you.
Focus On What Matters: 8 B2B Content Marketing Trends, by Lee Odden via Linkedin Pulse
A paradox of choice.
That's essentially the daily experience many B2B marketers are having as they are confronted with increased content demands: quantity, quality, variety, and of course, ROI. Choices for technology and prioritization of content marketing tactics, channels, media types and promotions all combine in a dynamic soup that can blur marketers from what's most important.
Now, more than ever, focusing on what matters is essential.
As the first quarter of the year comes to an end, here are a few key trends in the B2B marketing space that I think are worth paying attention to for the rest of this year and into 2017.
- Content Hubs. Blogs are increasingly being augmented or replaced by information resources and content hubs. From early adopter social content hubs like Intel IQ and Dell's PowerMore (client) to more recent content focused entries from the likes of NewsCred Insights and Salesforce's Quotable, B2B companies are definitely investing more in content hubs as a way to attract, engage and passively convert new customers.
How to Generate B2B Business Leads Through Linkedin, by AJ Agrawal via Leadcrunch
LinkedIn is the single best social media network in the B2B sales arena. And the numbers back this up because 64% of all corporate traffic goes through this platform. You would be foolish to not have a tailor-made strategy for this platform.
If you don’t know how to use LinkedIn to generate sales leads fast, this guide is going to show you how to do it.
Create a LinkedIn Group with a Twist
The single most powerful tool on LinkedIn is the ability to make a group. Your group name should be something that clearly provides value to your prospect. Make sure you are immediately giving them a reason to join. In the group name, you should provide a unique selling point, as long as it isn’t too long.
Moving onto the description, everything should be about what they can get out of joining this group. You always have to bear in mind that your sales leads have no interest in you. All they care about is the value you can offer them. If that also allows you to make a sale, so be it, but the average B2B lead couldn’t care less about your needs. [more]