Are we at that point when too much importance is being given to marketing tools and technology while forgetting the value of having a meaningful, personal marketing approach?
B2B lead generation has evolved from simple data-gathering tactics into an entirely multi-faceted strategy that involves a lot of tools and instruments. It’s become so complicated that it sometimes needs more than one team to execute it, hence, the need foroutsourcing to lead generation services companies.
Your lead generation approach, although integrated with automation, should remain grounded with the basic principles that make your marketing consistent and enduring:
Prospects know more about your company than you know about them
Now more than ever, prospects do their homework before making initial contact with a vendor. They gather as much information as they can to help decide. In short, they practically know who you are; they just aren’t sure what exactly you could do for them.
How about the marketing side? How much do you, as a business, really know about them? Identifying their choices by looking at their online activities can help you build character profiles. This approach enables your marketing approach to ‘cater’ to the needs of specific prospects.
If you’re ditching content, prepare for a major drawback
Developing a strong content marketing strategy and implementing it via a strong delivery system is essential to providing prospects with the insights they need to understand your business and, in turn, make a favorable purchasing decision.
The strongest content marketing programs are rooted in strategy, so start by developing a content strategy that directly ties back to business objectives.
Be a thought leader before making relationships
Although having a lot of ‘business friends’ can help you attain publicity via word of mouth, it’s still important to establish yourself as someone who was enough expertise and experience to share insight to everyone else in the industry. Again, prospects like to know a lot of stuff about a business before they even consider it, so your reputation in the marketplace is like your résumé.
Being a thought leader doesn’t mean you have to be 100% scientific or you must provide a lot of facts and figures. It’s more about your willingness to share things – whether good or bad – while at the same time seeing to it that your followers are able to use the information and put themselves in that position. It’s the value of that information you shared that counts.
This article originally appeared at: B2B Sales Advice: Revolutionize your Lead Generation Approach
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