Why B2B Businesses Need a Good Lead Generation Strategy
B2B and online marketing are two things that go hand-in-hand, and in the digital world today, B2B transactions depend quite a bit on successful online marketing and advertising campaigns. Specifically, B2B lead generation is something that any good B2B internet marketing agency will focus on. Here are just a few basic points about why B2B lead generation marketing is so important for this industry, and how B2B online marketing companies go about creating and using lead generation ideas:
- B2B lead generation, defined as simply as possible, refers to how a business (or its marketing agency) creates interest in the business’s product or service. With modern B2B lead generation campaigns, the majority of this interest is drummed up online.
- Because so much information is available for consumers online, it can be difficult for a business to create a brand and market its products/services in a unique way — and this is exacerbated by the fact that B2B transactions are very different from B2C transactions. In a B2B sale, the business looking to make a purchase is interested in factors like price and return on investment; in a B2C sale, consumers are more interested in what’s popular and what makes them feel better.
- B2B lead generation is a fairly vague term for the industry of online marketing, simply because there are so many different types of marketing campaigns that can be used to create leads — and there isn’t a “one size fits all” strategy when it comes to lead generation for B2B sales, so most marketing agencies will offer a mix-and-match service that can be tailored to each client’s industry and target audience.
- For example, B2B lead generation can incorporate inbound marketing (bringing the buyer to the business), outbound marketing (using paid advertisements and marketing campaigns to popularize the business), SEO content marketing (search engine optimization blog posts and news articles), email marketing (newsletters, coupons, etc.) and — most notably in recent years — marketing through social media sites like LinkedIn and Twitter.
Quite simply, it doesn’t matter how leads are generated — as long as each business finds a strategy that works!